Mobile Commerce Guide 2013: Engage Customers, Build Loyalty
When I sat down to write this post announcing the publication of our third annual Mobile Commerce Guide, I started by looking back at what I wrote for the first and second editions. It’s really quite astounding how much the mobile commerce industry has changed in just two short years.
For the inaugural 2011 guide, I wrote, ‘Mobile commerce has become the new buzzword’, and ‘smartphones are increasingly popular’. Mobile commerce has undoubtedly matured beyond buzzword into a fact of life in developed and emerging markets alike. Smartphones are still increasingly in popularity, but the statement seems painfully obvious now.
In my post from last year, I said, ‘New devices are blurring the boundaries between “mobile” and “Web”’. This year, I think, ‘What boundary? Was there ever a boundary?’
In 2013, mobile commerce has taken a solid foothold in every region of the world. For this year’s guide, we have once again assembled banking, transportation, and mobile operator industry leaders, plus analysts and mobile marketers. They share case studies from a huge variety of real projects and
live deployments. They share facts and figures. They share experiences and lessons learned.
My colleague Simon Paris and I contributed an article that calls on banks to change their operating model, using advanced analytics to become more customer-centric. The tasks of banking have largely shifted from physical channels (brick-and-mortar branches, physical checks, etc.) to electronic and mobile ones. (In fact, Citibank reported that 95 percent of all transactions for Citi in Asia occur outside a branch office, in a press release from late last year.) Power has shifted from banks to businesses and consumers. Financial institutions that understand the new reality are pioneering new services and reaching new customers (see my earlier post on DBBL). Those that hesitate to make changes will likely find out they’ve already lost once it’s too late.