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July 13, 2010 The State Of Mobile Commerce In EuropeMobile Commerce Is Still Nascent And Shows A Small But Growing Market Opportunityby Thomas Husson, Lauriane Camus with Patti Freeman Evans, Ben Zeidler |
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Executive Summary
European mobile commerce is still at an early stage. Digital content is still the primary product purchased via mobile devices, but consumers show growing interest in using their mobile phone for all sorts of shopping activities. Many enablers are in place, including the widespread availability of high-speed mobile networks and the emergence of devices with superior features, which means ease of use and user-friendly interfaces. Some European retailers are starting to launch applications and improved mobile Web sites to render their content properly on a mobile device. To make the most of the mobile commerce opportunity, eBusiness and channel strategy professionals should start planning a mobile strategy aimed at improving the customer experience on mobile devices, anticipating the integration of mobile in their multichannel strategies, as well as using mobile as an engagement tool to reach customers everywhere.
TABLE OF CONTENTS
- Mobile Commerce Adoption In Europe Is Still In Its Infancy
RECOMMENDATIONS
- Develop A Mobile Service With Added Value For The User Experience
- Supplemental Material
- Related Research Documents
This is an excerpt
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