Telecommunications analyst agency Ovum predicted that by 2015, half the
world’s population would be connected to the internet, and a massive 1.4
billion of these individuals would be using mobile communications devices as
their only form of internet access. Phones and tablets are now owned and
operated on every continent on the planet, and are proving to be the most
efficient way of reaching the consumer.
Year on year, we have witnessed the growth of an increasingly unified
business and mobile technology sector, each providing mutual benefit to the
other. Nowadays, a business that fails to keep their strategy in line with modern
technological advances is doomed to fail. Take for example Blockbuster; what was
once one of the biggest retail chains has been subsequently dismantled through
the advent of Netflix.
Originally, without the allure of having a particular product at the
precise moment of purchase, many would lose interest and choose to buy it
in-store. But with new digital delivery and distribution services, customers
are able to consume media almost instantly. This form of digital distribution
for products is expected to account for 31% of online shopping by 2017.
To satisfy this need for instant gratification, mobile devices are becoming
increasingly easier to buy with. Statistics show that
mobile internet based shopping is on the rise, including mobile based services
such as online banking and insurance. This also includes the use of smartphones
as a digital wallet via NFC (near field
communication) capabilities. A combination of these two factors means shopping
online using a mobile device could become much simpler, allowing for rapid
payments using sites fully optimised for buying on a mobile device combined
with NFC payment options.
During the January sales, big businesses would be remiss if they didn’t
take advantage of bringing the business directly to the consumer via online and
mobile eCommerce platforms. eCommerce
payment systems are now so advanced that you can buy almost anything
from anywhere with a multitude of international delivery options. These can be
completed from any internet-enabled device using any currency and still save the money you would spend picking it up at the store. Even with the extra
strain put on payment systems during the busy January sales period, solid internet
merchants are allowing eCommerce sites to flourish in a way that is rarely seen
on the high street.
The potential of wearable technology will also provide ample opportunity
for NFC payments and mobile shopping, with payment and storage capabilities
conveniently included within a smart watch or a pair of glasses.
We could potentially reach a point in the future in which we no longer
need the internet to do the majority of our mobile shopping. With NFC and
contactless payments, everyone can be a spontaneous consumer. The end result is
one in which someone can walk past a billboard or bus advert, and buy the
product instantly using their mobile device, making physical advertising even
more effective.
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