Apple's long-awaited mobile payment system launches Monday. That means anyone with an iPhone 6 and the desire to pay can search for a place equipped to accept the payments and pay using their phone. This is pretty much what the formerly-known-as-Isis Softcard did some time ago.
Companies faced with implementing any form of mobile commerce already have a lot on their plate. Businesses are dealing with issues relating to product pricing, new technologies and product information in addition to their mobile apps and websites, based on a new report.
Though it's still early in the beacon aspects of the mobile commerce revolution, some of the early results are starting to look impressive. The novelty factor may be part of the reason for high consumer interaction rates after being beaconed for the first time. High click rates also may be driven by the value of the particular deals being offered during an introductory phase. No matter the reason, consumers are interacting when beaconed.
Mobile shoppers want to use their phones to interact with merchants while they shop. We know from various studies that mobile devices are routinely used for product research and checking who has the best price on any given item before even going to the store. Based on one recent study, it also appears that online shoppers expect live chat to be available as well.
While shopping habits of mobile consumers evolve, their in-store and online behaviors are hardly in sync. Out on the streets, more people are going into stores and staying there longer while those who purchase online tend to favor online-only stores, based on two new studies. One study focused on the activities of smartphone owners in and around stores while the other dealt with online shopping patterns of mobile consumers.
Consumers continue to scan product codes in search of a deal. Several months ago, Scanbuy re-tooled its Scanlife app to provide discounts and deals based on scanning activity, which I wrote about here at the time. Now it has some consumer behavioral data based on that change and it shows that deals and coupons still reign and that for new product information, digital delivery is king.
The coming increase in the number of people using their phones to pay for things has been obvious for some time. One of the main reasons is that since most people don't already use any form of mobile payments that it can only go up. Apple, of course, is giving the prospects a boost with its Apple Pay, which at least guarantees that many more people will find out that they could pay by phone. Whether they want to, or will, is another matter.
The mall may become even more of a major mobile shopper targeting arena. Mall shoppers have always faced a number of lures, from newspaper promos before they arrive to in-mall signage once they get there. When mobile came along, texting offers, QR codes and to a lesser degree NFC tagging were added to the mix.
The never-ending stream of holiday forecasts is now flowing, projecting a wide range of insights into the scope of commerce this time around. Depending on the view, holiday sales this year will be either up or down.
Mobile commerce is becoming increasingly complex, requiring the coordination of more moving parts. This can have some serious implications in terms of speed to market or, more likely, the speed of making a change once a commerce program is implemented. Most notable are mobile activities becoming part of already established systems, which often involve people.