July 15, 2009 (updated July 21, 2009)

Realities Of Mobile Commerce In Europe

by Victoria Bracewell Lewis

with Patti Freeman Evans, Thomas Husson, Brendan McGowan

Executive Summary (This is a document excerpt)

New mobile handsets, technologies, and applications are beginning to engage shoppers in growing numbers throughout Europe. Although adoption remains low, customers will increasingly use their mobile devices to find stores, research products, make purchases, and manage their accounts over the next few years. However, barriers such as security concerns, connection costs, and functional limitations still exist, which must be overcome in order for mobile commerce to move into the mainstream. In anticipation of this market opportunity, retailers should begin evaluating multichannel strategies that provide customers with mobile access to key product and service information, while optimizing key sales-generating Web site features and functions for a mobile interface.

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