Somo's Sleight: Mobile Is Bigger Than Just M-Commerce

The retail implications of mobile media go far beyond so-called “m-commerce” -- the instant conversion of a retail purchase via a mobile device -- but likely have even greater long-term effects for consumers and marketers alike, a top strategist at London-based mobile agency Somo Global said Tuesday during a presentation at OMMA Mobile Europe in London. In fact, that executive, Somo Chief Strategy Officer Ross Sleight, went to far as to assert: “I think in e-commerce, we have taken the fun out of shopping.”

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