- Using the Power of Influence in M-Commerce
- The MUST HAVE List of Features for B2B M-Commerce
- Is M-Commerce Just an Extension of E-Commerce?
- 4 Paths to Focus on in M-Commerce
- Will M-Commerce Revolutionize Our Lives?
- Direct Sales and M-Commerce–A Perfect Mix
- Personal Predictions for M-Commerce
- Will M-Commerce Affect Traditional Retail?
M-commerce is still in its beginning stages. Some people see it as just a fad, while others see it as the future of e-commerce. I’m in the latter group. From studying the industry, I see four main paths to focus on in assessing the move to B2C m-commerce.
- Products already common in e-commerce
- Niche products and specific retail areas
Products already common in e-commerce: This is the simplest way into m-commerce. Products such as concert tickets, computers, and flowers bouquets are already being purchased online and will carry over as part of the purchasing habit of the mobile user. This segment will probably be the hardest to compete in. The biggest winners will have economies of scale and strong credibility. Most likely, more such apps will be free, and the revenue will come from promotions and marketing.
Niche products and specific retail areas: Along this path, m-commerce is used in an attack on a specific market segment that has strong followers with personal connections with a brand or products. Examples of products would be wine, beer, sports, and luxury items; examples of retailers would be Walmart and Best Buy. This path will have several players and have different revenue approaches.
Research: In this path, the way to increase visibility for specific products and provide information for consumers is to buy in other pages or even at stores. This path will include few overall winners and a lot of niche players. The winners will probably be the ones that most understand consumer behavior and who already have really strong credibility. The overall winner app will be free and revenue will be coming from advertising and data sales, but niche players will have different overall approaches to revenue generation.
Integration: Along this path, the ability to read the m-commerce data of all others is used for selling and researching a broad range of products, creating a portal of sales and information. On this path, there can only be a few winners–probably one or two. Networking strategies and economies of scale will be the key differentiators. Apps that attract more consumers and close more deals with retailers will create stronger barrier of entry. For this reason, the winning apps along this pathway will have to be free, so that they can obtain revenue with advertising and by signing deals with retailers.