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Growth of m-commerce is at 'astronomical levels'
Jun 8 2012, 12:06 PM
As more people use their mobile phones to carry out transactions, one expert has claimed that the growth of m-commerce has now reached astronomical levels.
By using a single customer view, many businesses have realised the advantages of incorporating such technology into their operations, as it enables customers to pick up products while they are on the move.
However, speaking at the TFM&A (Technology for Marketing & Advertising) Manchester event, Andrew McClelland, chief of operations and policy at the Interactive Media in Retail Group, suggested that the benefits of m-commerce have arrived earlier than anticipated.
"Sufficed to say one of the obvious [areas of growth] is mobile - we've been talking about it for a number of years and when you talk to experts they always say 'oh, it's two years away', well actually - it's started kicking off," Mr McClelland emphasised.
The significance of mobile devices for e-commerce firms has also been underlined by Jon Bentley, presenter of Channel 5's The Gadget Show, who claimed that they now offer a wider number of functions than in the past.
Mr Bentley described current smartphones as tiny computers that people can carry around with them at all times, before stressing that the impact of technology on people's lives is "amazing".
The benefits of devices such as the iPhone were also highlighted by Mr McClelland, who suggested that retail brands in particular are recording substantial increases in activity from them.
Activity from mobile devices is accounting for 15 to 20 per cent of retailers' online levels, he specified.
He went on to say that m-commerce websites are usually a better option for stockists than apps, but urged retailers to consider a number of factors.
"It's really down to your brand and understanding what your customers are interested in and how your customers want to communicate. But in discussions with retailers, the m-commerce site outperforms the app in almost every single occasion," Mr McLelland explained.
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