Who wants it?
There are probably going to become two key markets for mobile commerce that'll require very different strategies. The first are those who have a computer at home or work and just want m-commerce for those things they need straight away. The second are those who don't have their own PC at the moment but still want to access email and other Internet services through a relatively cheap device.
I want it now
These people have a computer at work and/or home and will use the device mainly for when they are on the move. They are likely to need to check email when on the road and maybe also stocks or buy something in a hurry.
Remember that people making purchases though m-commerce solutions are using a mobile device, probably as the last resort. Here are some reasons people want to buy via m-commerce:
- Speed--These people want to purchase something and they want it now. They can't possibly wait to get home and log on. These people are after time critical information and services like shares and bank transactions that need to be carried out no matter what.
- Entertainment--these services may be things like micropayment games that customers can play against each other. Something like a round of good old PONG might be fun for kids on the way home from school on the train or bus. And it's got to be cheaper than video arcade game prices these days.
- Convenience--these are people who want to be able to do whatever they want. They could pay their rent when they got home via phone banking or the Net, but if it's just as easy to do it now via the mobile so they don't run the risk of forgetting (and being evicted). The important thing with convenience is that you have to make it as easy or easier than other methods to make it an option that people will use.
These people will want their own personal Internet device rather than a PC due to cost or the convenience of having it always with them.
The key to the potential market seems to be 'do what you do and do it well', don't aim to be everything to everyone. The acronym KISS (Keep It Simple Stupid) is fundamental. And keeping it simple largely relies on identifying what your customers' wants and needs are, and usability testing to make sure it works the way they want it to.
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