A Perspective on M-Commerce

Abstract

Several statistics from several industry sources have forecast staggering growth for m-commerce over the next five years. But assuming we believe the statistics, marketers need to understand the dynamics of mobile usage and position themselves to take advantage of this substantial opportunity. While most marketers understand that wireless consumers have different application needs and usage patterns than standard online users, many may be perplexed in finding a logical starting point for developing a marketing approach to m-commerce. This chapter outlines some of the key differences in online consumer behavior and provides a perspective on how marketers might use mobile commerce to stimulate consideration and purchase of their products and services. The chapter shares an approach and an existing application used by The Coca-Cola Company to provide a reference point and to help other marketers understand and leverage mobile commerce as another viable tool in their marketing arsenal.