News

The Internet of the future is no longer just stationary or mobile, but omnipresent. Mobile commerce will greatly influence both stationary and online trade and play a fundamental role in this context.

Once again the Japanese are a step ahead here. Today mobile access to the Internet there already significantly exceeds stationary access. Stationary trade has to adjust to the fact that consumers are increasingly better informed and able to compare prices and performance of various suppliers in real time. 23 percent of all smartphone users have already broken off a purchase process in classic trade at least once because they retrieved product or price information during the purchase.

There is a perceptible trend towards the establishment of new modes of payment that take into account the capabilities of the mobile Internet and are set up so they can be used quickly and easily. In future consumers will consume anywhere and at any time. The number of impulse purchases and, in the end, the total number of orders will increase as a result of this.

Dealers and online dealers should therefore reorient themselves. In future the focus will be on the context and mobility also has to be given consideration since consumers in the mobile Internet behave differently than in the stationary Web. For companies it will thus become increasingly important to be aware of and take into account consumer needs and use scenarios precisely:

• How and where will potential consumers take notice of my product?
• When and where will my products be used?

It is possible to gear the relevant product and service offerings on the basis of these simple questions. Customers can be approached at virtually any time because it is highly likely that they will always have their smartphone with them.

About 90 percent of all mobile telephone owners have their phone with them at all times. Special weight should be placed on the relevance of customer communication in this context, however, because irrelevant information has an exceptionally negative impact in the mobile sector – after all, the smartphone is a very personal object.

*Source >> iBusiness

*Autoren >> Thorben Fasching (Director Marketing & User Experience)

>> Moritz Dahmen (Specialist E-Commerce) von hmmh