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Guide to mobile commerce
Selling over the internet was, and still can be, a big step for many businesses. But just as ecommerce is now a daily choice for many consumers, the growth of mobile commerce suggests that it too will become as popular. Businesses of all sizes looking to utilise a new way of allowing customers to purchase products will benefit from mobile commerce, which offers a range of advantages to both the business and the purchaser.
Mobile commerce, also known as m-commerce or mCommerce, refers to the sale of goods through mobile devices – such as mobile phones or tablet computers – over a wireless internet connection. Mobile commerce requires different considerations than ecommerce because of a range of factors, both situational (people can use a mobile device anywhere) and technology-based (smaller screens). As mobile devices become more commonplace, and consumers spend more time using them over and above traditional computers with internet connections, mobile commerce is likely to emerge as a dominant method of marketing and selling among businesses of all sizes.
Mobile commerce offers a range of advantages to businesses both large and small. The number of people owning and regularly using mobile devices continues to grow, providing a large – and growing – marketplace for a variety of goods and services.
Mobile commerce is a growing sector and analysts expect significant growth in the next few years. At the current time there are some disadvantages from a retailer’s point of view. As with any new investment, consideration must be given as to whether the disadvantages outweigh the potential gains.
Although mobile commerce refers to selling your products via mobile devices, there are a number of different methods of offering mobile purchasing to your customers. The two most common are mobile websites and applications.
Mobile websites are generally cheaper than applications, especially if you use your existing site as a template rather than design a new mobile version from scratch.
Mobile websites also offer greater reach than applications, which are limited to consumers on platforms that support applications. Some consumers even avoid applications altogether, whereas all those who want to browse the internet on handheld devices must use internet browsers, and therefore can access mobile sites.
Furthermore, you’ll need to design just one mobile site, whereas if you go the app route you’ll need a variety of apps to suit the number of platforms available, such as iPhone and Android. The number of platforms is likely to continue growing.
The other advantage of a website is that you won’t need third-party approval in order to gain customers. Applications going into the most popular online application stores often have to conform to stringent guidelines before they are accepted. Mobile sites can be customised, with no constraints on the design or functionality.
Applications – custom programs designed specifically for your company – run on smartphones, and the smartphone market is growing significantly. Applications are generally more expensive than mobile websites, but they do offer some advantages.
Users of smartphones have more money, generally, and so applications can yield a better return for the business, although this will obviously depend on the type of product on offer. In terms of functionality, apps also come out ahead, with their ability to leverage the functions of the device itself including GPS (for location-based products and services) and the in-built camera to provide a more rewarding experience.
Additionally, applications provide greater visibility than mobile websites. Online stores for apps are easy to browse, with apps split into genre categories as well as by popularity. This compares favourably to a website, which customers must either type in directly to their browser or search on Google. This can be something of a minefield, particularly for competitive products.
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