Recently whenever we have visited a customer who is looking at e-commerce channel for customer acquisition talk of m-commerce and social networking comes in. The huge marketing and access potential these 2 buzz words offer is of interest to every b2c organization. Although they might be root to our problem but real case begins with lot of customer incorrectly budget their IT spend for e-commerce segment as advertising online.
This clearly spill out companies mind set and they are yet to show confidence in channel for generation of revenue due to the fact no stand alone success story is available to lead the chart. On the other hand m-commerce applications are not helping the case with most of them targeting distribution of information at a cost. Most of the M-Commerce players can be easily terms as Mobile Marketing companies instead of pure commerce players.
Overall its been seen customer with established e-commerce channel benefit 70% more then one only relying on just m-commerce play. We all know M-commerce is here to stay but investment in e-commerce infrastructure is for long term as today we have mobile platform tomorrow we might have interaction happening with the refrigerators directly for placing grocery orders online. This means e-channel is scalable to service such other platforms but basic investment in e-commerce platform is something clients should not run away from.
With M-Commerce client sees immediate reach out and ability to reach out to more#’s is always more attractive. This means m-commerce is restricting clients investment as brand building efforts instead of providing a channel for revenue generation. In order for successful growth of m-commerce or any kind of e-currency based commerce need for platform based adoption is requested with m-commerce or others also acting out channel for customer acquisition and retention.