Why M-Commerce is not yet ready for primetime — story for CIO

by Jeff Vance on November 19, 2012

in Blog,Tech Trends

I’m working on story for CIO titled “Why M-Commerce is not yet ready for primetime.”

The story will investigate both the promises and pitfalls of m-commerce. I know a lot of your clients will want you to send me pitches promising the moon and stars. M-commerce is the next big thing, or so I’ve been told by a lot of so-called experts who are pretty vague with their predictions. 

Now, I do believe m-commerce will get figured out – eventually – but I also believe we’re in for a rough ride on the road to m-commerce maturity.

Rather than discussing rosy forecasts, I want to investigate the challenges and roadblocks that will have to get solved sooner or later.

There are a bunch of reasons why m-commerce is underperforming now, the main one being that businesses still have no clue about how behaviors change over the mobile vs. the standard Web. Okay, Asia is the exception, but even in Asia much of the m-commerce success story is simply about being able to pay for things from vending machines with your mobile phone. Not exactly earth shattering.

M-commerce is about a heck of a lot more than mobile payments. This story will look instead at the big-picture stuff that isn’t being discussed as much as it should be, such as user behaviors, how mobile fits in with existing systems, how m-payments affect existing currency and payment structures, how consumers engage over the mobile channel, etc.

With Thanksgiving bearing down on us, I won’t be doing more than one or two phone interviews – if that. I plan to source the majority of this story via email. Please keep that in mind when you pitch me (send pitches to jeff@sandstormmedia.net).

Deadline: EOD 11/26

{ 1 comment… read it below or add one }

Ann November 19, 2012 at 12:14 PM

Papa John’s hit with $250 million–Opt in is not optional so that’s one reason mobile isn’t quite ready for primetime.
Why the old Rule #1 of Marketing is Still Relevant in the Age of Mobile and Social Media.

On Nov. 14, a U.S. District Court judge in Seattle certified a class-action lawsuit against Papa John’s International Inc., calling for as much as $250 million in damages for the alleged transmission of 500,000 text messages to consumers who claim they did not consent to receive such texts. (Click here to read more.)

As a restaurant marketer, if you want to make sure that your marketing technology vendors will help you define, monitor and comply with your opt-in strategy, here are what we view as Five Rules of Opt-In:
1.Opt-in is NOT optional: You cannot ignore this basic rule that every consumer expects you to follow.
2.Opt-in is for ALL channels: The Papa Johns’ lawsuit and the Telephone Consumer Protection Act focus on SMS text messages, automatic dialing systems, fax machines, and voice messaging systems. Regardless of the law however, most consumers have the same expectation for all channels that they use to interact with brands: email, mobile, and social channels.
3.Opt-in is channel-specific: Consumers expect that the permission they have given brands to communicate with them only applies to specific channels. For example, if a consumer has subscribed to an email newsletter, that doesn’t mean that they can automatically be sent an SMS message. Or a customer wanting a push notification sent to them via their mobile device does not automatically agree to receive an email.
4.Opt-in is brand-specific: If a consumer has subscribed to Starbucks’ email club, they haven’t automatically agreed to be spammed by competing coffee brands or other restaurant brands in their neighborhood.
5.Opt-in is time and context-specific: An opt-in is only valid until they opt-out. At any time, a consumer should be able easily to opt-out of marketing communication with the brand.

Stay tuned. We will be publishing more articles on how to design an opt-in strategy, and how to ensure your marketing vendors will help you easily follow the five rules of opt-in.

If you want to learn how Punchh helps you define and easily manage your opt-in strategy, email us at contact@punchh.com.

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