2006 "The Year" For Mobile Shopping

from the give-it-a-rest dept

We've pointed out time and time again the nonsensical nature of many analyst predictions in the wireless industry, predicting some brand new technology or service will be worth a bajillion dollars by 2010. They're matched in popularity only by the "this is the year of X" stories -- with the New York Times now getting some analysts to proclaim that 2006 will be the year m-commerce takes off. Why? Because people like to buy ringtones and games, so it won't "be much of a leap" to get them to buy physical goods on their phones. Regardless of what analysts think, that's quite a leap of logic. People have very little interest in buying things on their mobile phones, primarily because there's very little user benefit. Even though phones may now have color screens and can show images, browsing online shopping sites is still painful, but like with mobile music, operators and retailers are overestimating the value of being able to buy stuff anywhere, anytime. It makes even less sense with physical goods than it does music -- if I'm going to order a book from my phone, I'm going to have to wait for it to be delivered anyway, so why not just wait until I get home and order it via a PC, where it's so much easier? What's worse is that some retailers are now making users pay extra for the privilege of shopping -- that's a surefire way to attract mobile shoppers. It's going to be a long time -- if ever -- before mobile shopping can offer tangible enough benefits to overcome all its shortcomings.
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  • identicon
    JoeT, 3 Jan 2006 @ 12:19pm

    I buy from my phone....

    I've often bought items from Amazon from my phone. In some cases, a friend tells me about a book, and before I forget the title and what not, I order it, and it's on the way - quite easily, I might add.

    I have also seen DVD box sets in a retail store, checked online, and bought them cheaper (even with the s&h) than I would have in the brick-n-mortar.

    I would conceivably buy movie tickets if I was out to dinner and the wife and I decided to take in a movie.. See what's playing, order and pay for tickets, and pick them up when I arrive - no waiting.

    So while I won't be buying a fridge via m-commerce , discounting it completely is not a valid premise either - it all depends on the goods or services in question. What am I more likely to need/buy when I am NOT at home?



    link to this | view in chronology ]

  • identicon
    Jeff, 3 Jan 2006 @ 12:21pm

    Couldn't agree more.

    Mobile shopping is such a bunch of crap. Why would anyone do it? Not only do mobile operators want to lock you into using their overpriced services but they'll want to lock you into their overpriced shopping portals as well. Rather get on the internet to shop? Pay their overpriced internet access fees. And the experience of every mobile phone I've used on every network I've used really sucks. Every time I try it, I'm profoundly disappointed by the experience and the cost.

    link to this | view in chronology ]

    • identicon
      mmichaels, 3 Jan 2006 @ 1:44pm

      Re: Couldn't agree more.

      Seems a lot harder to comparison shop as well. I'd think the mobile market, if successful at all, would have a limited target market of impulse buyers that want it now Now NOW! Those who may want to learn a bit about the product or shop around would wait until they got home.

      It would be a stretch, but I may be willing to use my phone's voice recorder or postit notes to record a book someone might tell me about. But I'd probably prefer reading reviews by other people before comitting my money.

      I can't wait for the "year of the phone call" when I'll actually be able to count on my cell phone working no matter where I go. Now THAT would be an innovation.

      Marc

      link to this | view in chronology ]

    • identicon
      Chris, 3 Jan 2006 @ 1:53pm

      Re: Couldn't agree more.

      I agree, wireless services in general are not worth much. I've known quite a few people (myself included) who have jumped on the mobile services bandwagon, only to be sorely disappointed in the content and quality of service, and decide that they just don't need that much connectivity in their lives.

      In our already overly-consumer-centric culture, do we really need another way to buy stuff?

      link to this | view in chronology ]

  • identicon
    Lucas, 3 Jan 2006 @ 2:16pm

    Behaviour first, technology second

    Analysts seem to often miss this point: technology follows existing behaviour.

    Consider your average office worker: I may wander around the lobby and shops while I should be working, but ultimately, I sit at a desk most of my time. Same when I'm at home. If I'm shopping for something online, I want to concentrate on what I'm doing. Yes, occassionally there's something I need that I want to buy while on the go... but those times are few and far between.

    Most people are busy doing other things when mobile: driving, eating, talking on the phone, planning what to do for dinner, etc, etc. There's only so much attention we can devote to doing other things. And if consumer behaviour dictates that we usually spend our time sitting in front of PC while buying online, the technological possibility of doing so while mobile will not change the existing behaviour.

    link to this | view in chronology ]


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