SMS, LBS, SMS: An acronym-off
Of course m-commerce doesn't just happen by magic--there's all sorts of tricky technology to help make it happen. While e-commerce largely relies on customers using computers, it is much harder to cater for those on mobile devices due to the need for wireless connections. Different technologies have different requirements and how does it actually travel through the air? We take a quick look at all the acronyms (WAP, SMS, LBS) and a couple of other useful services.
1. WAP isn't all crap
WAP is probably the most fully featured of the technologies to support m-commerce at this stage. It also has a security system (WTLS) that protects your deepest darkest secrets and your bank balance as it travels through thin air. The flexibility and enhanced navigation and interaction surpass that of SMS due to it's larger area interface and more advanced browsers. However, it also has its problems. The catchcry of "WAP is Crap" is probably overused and is largely due to the poor interface of many of the information that is available but it has put a lot of people off the technology. Also, because WAP devices aren't always online, customers are required to connect to the Net to initiate any form of transaction. This dial up takes time and together with the whole process of the expensive time based call charges there is pressure on the customer to do what they want as quickly as possible.
2. SMS 4 U
This is a great little technology that many people are familiar with for messaging their friends. It doesn't require customers to dial up to send information - in fact most people have SMS on their current phones. SMS is probably best suited to supporting m-commerce functions. For example, a customer may see a product or group of products and they could request information on the product by using a simple phone number to receive further details. They could SMS back to you a description of the product and the individual's details to confirm receiving information by post or other method, or even the prices of items on special.
This could be combined with Location Based Services (covered below) to identify where the closest store is and how much. Alternatively, customers could identify a product using the same system as above and then have the phone notify the customer when they are within a certain distance of a store which stocks that item. This reduces the customer's need to remember to get what they need, or to stop to get something like the milk. This is a simple service with a lot of potential for supporting m-commerce functions.
3. Bluetooth?
Bluetooth is a wireless technology that works like a little network over small distances and is set to have a significant impact on the m-commerce industry. Payments can be authorised locally on a person-to-person or business-to-person basis, rather than through the greater network. This is especially suitable for cash register style payments and e-wallet scenarios than the purchase-while-moving scenario.
4. Let's talk about money
Voice is another way to interact and we're not talking about a telephone call but talking to a computer capable of speech recognition over the Internet, and it talking back.
There are two issues with voice. Firstly, the technology has to be very advanced in order for the store to 'talk' sensibly with the consumer and, secondly, you can't see other options or what else is available. I would hate to have to sit there and listen to a list of all the products available. Given that people quickly forget information it's much harder when you can't see it. So if you are interacting by voice you have to have all the information repeated if you miss it.
Voice also opens up to issues with surrounding noise and the privacy of the data you are dealing with. Would you want to read out your credit card details and expiry date on a train full of people?
5. Where are you?
One of the biggest potential technologies for mobile commerce is Location Based Services. These base marketing material, reminders for purchase and navigation instructions on the customer's location. For example, Location Based Services have a lot of potential for the use of the mobile as a marketing tool or shopping assistant. Potentially you could request a product or service. For example, a CD store could identify the closest store available, and a certain product's availability.
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