European Storefront
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European Storefront
mCommerce: eCommerce on the Go
About a decade ago, eCommerce took the world by storm by allowing consumers to buy their favorite products online. With only a credit card and a click, shoppers can order items from groceries to electronics, all without leaving the comfort of their own home. Nowadays, with consumers constantly on the move, eCommerce must evolve in order to accommodate shoppers’ ever-changing lifestyles. This next generation in eCommerce is already on the horizon, and it is known as mCommerce.
Mobile commerce, or mCommerce for short, is any transaction that takes place on a mobile device, such as a cell phone or PDA. If you have ever downloaded a ring tone or wallpaper from your cellular provider, then you are already familiar with mCommerce in its simplest form. Typical payment methods for purchasing ring tones and wallpapers include charging the price of the download to the customer’s monthly bill, deducting the price from pre-paid calling credits, billing to a credit card linked to the mobile device’s SIM card, and billing a credit card through a secure interface. The latter method is expected to grow rapidly as mCommerce as a whole continues to grow.
Technology Behind mCommerce
The ability to interface with an electronic storefront through a mobile device is made possible through technology based on the Wireless Application Protocol (WAP). WAP’s main use is to enable access to the Internet through mobile devices. When you access the Internet through your cell phone, chances are you are using what is known as a WAP browser. In layman’s term, WAP is the standard that allows mobile users to browse the Internet on a smaller screen and with more simplified commands than a computer’s browser (for example, button input is used instead of mouse input).
Although the use of WAP browsers is on the rise worldwide, the use of these browsers for mobile commerce has been
slow to progress in the United States. European and Asian countries are further along in mCommerce development for several reasons, one of which is that more web-ready browsers are equipped on more phones in Europe and Asia than on phones in the United States. For example, in Japan, most phones are equipped with built-in bar-code readers, which enables consumers to scan a bard code from a magazine advertisement, which in turn launches the mobile device’s browser and delivers the consumer to the advertiser’s mCommerce storefront.
Although phone manufacturers, such as Nokia and Motorola, are working with providers in the United States to develop more WAP browser enabled phones, there is another important reason why mCommerce has been slow to gain acceptance in the United States. Security on mobile browsers is still shaky, and many Americans are hesitant to send their personal information into mobile space.
About the Author
Melissa likes the Web and building things that live there. We ask her to do something, so disappears for a while, comes up with an intelligent design, then builds a Web site around that design that will not only do her bidding, but will do the bidding of their new owners. Over the past few years she has worked on (often single handed) the design, production and launch of 100s of websites. She usually does this quietly, efficiently, and with a smirk that makes everyone else wonder what she's up to. And, if you ask her nicely, she might also agree to design a tattoo for you, although that will have to wait until after work.
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