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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I buy from my phone....
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?
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Couldn't agree more.
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Re: Couldn't agree more.
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
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Re: Couldn't agree more.
In our already overly-consumer-centric culture, do we really need another way to buy stuff?
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Behaviour first, technology second
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.
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