Samsung’s hot, new Galaxy S4 has a feature that in many ways mirrors the mobile commerce marketplace.
It’s called Easy Mode and when you switch the phone to it, the device provides large buttons to only those features that might be most useful, such as camera, phone, internet, contacts, phone and calendar.
While there are 7 billion mobile phones globally, most of the mobile commerce marketplace seems to be operating in Easy Mode.
This is one of the reasons that global mobile commerce is still in its infancy, with mobile accounting only for an estimated 15 percent of e-commerce this year.
This is partially because mobile interactions are less than friction-free, with consumers having to learn about which apps to use when, how to scan barcodes, price comparison apps, location-based offers and how to efficiently check out, to name a few.
From the consumer’s viewpoint, only 10 percent rate their mobile commerce experience as excellent, according to a Stibo Systems-commissioned study by Red Shift Research.
For many consumers, it’s easier to live in their version of Easy Mode, using only a small portion of the power and capability residing in their hands.
While I’m quite familiar with the various studies about the magnitude of the mobile marketplace direction and its potential, there are some data points from various sources indicating that mobile commerce currently is living in around a 10 percent world.
Serious mobile commerce is currently being conducted by a minority of the masses. This is the tip-of-the-iceberg time.
When those living in the Easy Mode of mobile commerce graduate into standard mode, a tidal wave is going to hit retail at every level.
mCommerce Summit Update: Unilever, Hyatt, Walgreens, Bank of America, Foot Locker, Verizon Wireless, Western Union, Pandora, Giant Eagle, Ansible Mobile coming. June 16-19, in Kohler, WI. Check it out here.