The State Of Mobile Commerce In Europe

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.