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September 20, 2011

Retailers are Not Fully Prepared to Deliver Mobile Shopping Services: Survey
By Rajani Baburajan
TMCnet Contributor

Even as consumers are looking at buying goods and services via their mobile devices within the next 36 months, retail businesses are not yet ready to provide these services, according to a survey by Empirix (News - Alert), a provider of service quality assurance solutions for customer experience management.

Uptake in mobile devices is driving consumers' desire to shop via phones. This will result in an increase in demand for m-commerce services and applications.

Ninety one percent of surveyed respondents said that m-commerce services will enable them to have more convenient shopping experience while 90 percent said the services on the phone will save them time in their shopping processes.

The survey was commissioned by the Customer Experience Foundation. It assesses the state of shopping via mobile devices in the U.K., U.S., France and Germany.

Organizations are not yet ready to meet increasing expectations of mobile consumers. The U.K. has been slower to react to the changing market conditions with lower investment in the building blocks required to deliver mobile shopping services when compared to companies in the U.S., France and Germany.

Only 14 percent of organizations in the U.K. are investing in QR Codes compared to 41 percent in the U.S. and 45 percent in Germany. Forty two percent of organizations in the U.K. said that they have an overall mobile strategy in place compared with 54 percent of U.S. companies.

"As we see consumer demand and expectations increase for mobile capabilities, the pressure is really on businesses to start providing mobile shopping services sooner rather than later," said Tim Moynihan (News - Alert), vice president of marketing, Empirix, in a statement.

Recently, market research agency Gartner said sales of mobile devices totaled 428.7 million units in the second quarter of 2011, a 16.5 percent increase from the second quarter of 2010. Smartphones were up to 74 percent, an increase by 17 percent compared to this quarter last year.

Rajani Baburajan is a contributing editor for TMCnet. To read more of Rajani's articles, please visit her columnist page.

Edited by Rich Steeves


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