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BizReport : Ecommerce archives : July 13, 2011

Mobile trend: Commerce, commerce, commerce

As consumers become more engrossed in the mobile web they are taking their favorite pastimes with them. From gaming and social networking to product comparison and conversion, consumers are doing more on the small screen every day. What can brands expect from mobile in the coming months?

by Kristina Knight

augme.png"It is becoming common for advertisers and consumers to connect with QR codes now," said David Apple, CEO of Augme Technologies. "One of the big trends we're seeing is the adoption of QR and SMS as a feature within the print landscape. This allows consumers to interact with brands on their mobile devices anywhere, similar to how brands used URL links within print ads in the late 1990s."

With all of this mobile functionality, brands are pushing more ad dollars into location based services. Several forecasts predict a surge is LBS spending as people trade in feature phones for smartphones and add tablets to their homes. Looking ahead to 2012, Apple says near-field communication will be a big deal. The ability to accept and make mobile payments will push even more consumers into the mobile space, he suggests.

"It starts with device capability. The ability to access GPS information as well as IP address creates many more opportunities for marketers," said Apple. "The devices are leading the charge, but the big transition with mobile is that technology is setting the landscape, it isn't he marketers being innovative. [Mobile commerce] will be about driving specific offers to specific consumers at a specific time."

And don't think apps will help. As more people adopt smartphones and tablets, Apple says the trend is to leave the app space behind in favor of a mobile web presence.

"The conversation around apps have become almost obsolete," said Apple. "In our experience, the conversation is all about the mobile web now. Apps were popular because they allowed brands to put content in a place where consumers could always connect. With smartphones, people can get that infromation directly from the mobile web."

Tags: Augme Technologies, David Apple, mobile commerce, mobile marketing, mobile shopping, mobile trends

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  • I'm also surprised by that quote from Apple. Full disclosure - I work for a mobile commerce company that build apps and mobile web solutions for retailer. I think a lot of brands still want a fully-functional, customized in-app experience. I'm interested to see how this plays out.

  • Kristina, I completely agree with Apples prediction with regards to web content replacing apps. I am however surprised to hear that from Apple. Would you happen to have the origin of that quote? I'd love to see the rest of that conversation.

    Our company as an example specializes in the mobile barcode (QR Code) and NFC space ( We've been urging most of our clients to concentrate their time and $ on web based content vs. applications. It saves them a lot of money and they're still able to deliver a rich interactive experience for the consumer, across various mobile platforms.

    With the mobile market being heavily segmented it is very resource consuming to develop apps for all available platform. In Canada RIM is still a major player, but with constantly changing OS the developers are refusing to build for them.



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