written by Camille Bohrer, Cyrielle Richter and Cécile Jeanne
Pictures sometimes say more than words. The Papal Inauguration in 2005 versus 2013 is the best example:
2014 was an important turning point in the history: mobile Internet usage overtook desktop usage for the first time. In 2016, US adults spend in average 3 hours daily on mobile devices. With 2.6 billion smartphone users this year and an expectation of 6 billion users by 2020, mobile marketing should be on the lips of any marketer.
Theses statistics are a clear wake-up call for any company. Reaching its audience through mobile is necessary, whether via a responsive mobile website or an app. Implications are clear: companies providing the best mobile experience have a significant competitive advantage upon their competitors.
This week, some of us bought books and train tickets online and we realize how often we actually do that. That’s why we decide to share with you some information about m-commerce. What is m-commerce? M-commerce is simply the next generation of e-commerce. It concerns all commercial transactions made through wireless devices such as smartphones.
Why is it the next big thing? Last year, 51% of the European population bought at least once on a mobile phone. On average Europeans are buying 10 goods for a total of around 500€. The future show an upward trend.
Why do consumers like it so much? Consumers are now used to look prior on their phones before buying: they are looking for information, comparing prices or simply looking for an easy way to contact a company. Smartphones are also really important during the buying process. Today almost 65% of users buy on apps instead of web browser. In China, for example, mobile purchasing on apps skyrockets at 84% compared to 50% via a browser.
Why do users have a preference for apps? It is simply more convenient, quicker and easier. When travelling, you can buy a ticket in a few minutes. Besides we all have our phones with us. Therefore, it is easier to show a QR-Code in an app than printing a ticket to show it – when it’s not getting lost somehow…
How can companies use it to create value?
Some companies use m-commerce as a main source of traffic. Don’t you ever have an irresistible and spontaneous temptation to travel and buy a bus ticket at the last-minute in a random place? One or two clicks on the FlixBus app and you get your bus fare. Easy right? Companies know it and that is the reason why they offer the possibility to buy their products or services absolutely anywhere and at anytime (leading sometimes to compulsive shopping…) !
Other companies use mCommerce as an integral part of their strategy and therefore aim at creating a unique experience. Let’s take the example of Starbucks: with the app, it is possible to locate any shop, own a virtual card allowing you to get reward points and discounts every time you pay with the app, and of course rapidly win free drinks. Well, you understood, there is no obstacle anymore: mobile apps enhance any shopping experience through ease and immediacy.
How to successfully enter the m-commerce? You have to create your app, of course. But an app that is attractive according to consumers’ expectations. Here some tips for create the -almost perfect app:
- Think mobile! Reduce the content to the essential. Personalize it to be more impactful.
- Be social! Don’t forget the “share” button, use social media to increase your visibility at almost no cost
- Be available! Add a click-to-call button: client might have questions before purchasing a product or service and will be pleased to have a live agent at their disposal to reassure them
- Include trusted digital payment solutions (Paypal, Apple Pay, Google Wallet…)
- Be mobile-friendly! Otherwise you might turn away a third of your potential customers
What are the m-commerce top 5 apps?
Mobile marketing is not the next big thing. It is the current big thing. And when it comes to e-commerce, the impact is even stronger.
We are curious: let us know in the comments what is your favorite mobile commerce app!
Sources:
Mobiforge, Internet.com, (2014, August 11th), What is m-commerce? How big is it really and why any company who sells anything needs it now?
Ruadhan O’Donoghue, Internet.com (2015, March 23th), M-commerce insights give customers what they want and make it fast.
Vignesh Waran, LinkedIn.com, (2015, September 2nd), Best 10 mobile commerce apps.
Sasha Haque, Mobile Commerce: A Colossal Shift in Consumer Behavior(2016)
JTRIpton, Mobify.com, 5 Reasons to Focus on M-Commerce for the Long Term (2014).
Paweł Hałabuda, Whallalabs.com, Introduction to M-Commerce: Benefits of M-Commerce (2015).
Delivering value in the digital age 
Very interesting!
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Thank you! If you want to know more about another mobile trend, check the article “From E-Commerce to S-Commerce”.
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First, I had no idea about the word m-commerce, I learned something !
Then, how about safety in m-commerce? I will never buy anything with my smartphone. I don’t want everything connected with my bank account. I don’t like the idea of apps having all our data. And a phone is much more easy to steal that a computer at home, then anyone can buy anything with our phone.
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Hello, thank you for sharing your opinion with us. We totally get your point since it is a fear shared by many people. However, it is possible to pay on apps without saving any of your data on it.
Several solutions exist to secure your payments. In my case, my bank gave me a little box where I have to put my card in and that is providing me with a unique code for every online transations (web or mobile). With this method, it is impossible for someone to use my account without having this box and my credit card 🙂
I hope, this could reassure you somehow.
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