M-Commerce: Mobile Marketing is the wave of the future
Since early 2007, over 50 million iPhone units have been sold. On June 24, the iPhone 4 released amidst critical acclaim, Apple aficionado fervor, and long lines containing folks that had been waiting overnight to get their technology fix. Alongside the Apple product, Google backed Android phones have steadily been gaining popularity and usage. Apple currently boasts over 200,000 applications (‘apps’, from here on out) for its iPhone and iPad technologies while the Android Market lists over 80,000 apps with more than 10,000 being added each month.
What does this all mean? Essentially it means that there are more ways than ever for people to meet, converse, argue, stay updated, and of course, shop. Want to check your bank balance? Download your bank’s app. Feel like watching the replay of Landon Donovan’s golden goal? Use your favorite sports site and watch on the go. Prefer to stay ahead of the crowd and get first crack at a new seasonal lineup? Go ahead and grab the Tommy Hilfiger Mobile Storefront app. The world is seemingly at our fingertips like never before. Major retailers are taking this trend seriously, and are responding with capital investments into mobile marketing (M-Commerce) to take full advantage of the general public’s desire to be able to perform all of their daily tasks; even when not at a computer or physical storefront.
J.C. Penney, for example, has set goals of increasing their internet revenue by 40% over the next 5 years. An essential component of the marketing mix to achieve their goal is the development of ‘full-scale mobile commerce technology’ including ‘more couponing and support multiple wireless device operating systems, including iPhone and Android.’ This technology will ‘also feature full shopping cart capability and ratings and reviews.’ Basically, you will be able to buy a new pair of shorts while on the subway, riding in the passenger seat of a car (no web-surfing while driving!) or lying on the beach.
One could envision using your smartphone as a coupon book in the way that one can use their smartphone as a boarding pass. Simply scroll to the coupon you wish to use and have the cashier scan the unique barcode on the device. This way, you would not be able to use the coupon more than intended and wouldn’t have to keep a pile of clippings in your purse, wallet, or pocket. Ease of use will be key in the growth of these M-Commerce marketing channels and it will be exciting to see what the different retailers come up with.
The future certainly seems to become the present awfully quick these days, and before long, it appears that the only thing missing from your mobile shopping experience will be an app that shows how good you look in your new pair of shorts.
