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Companies engaged in mobile commerce products and services are on a relentless quest to create the "Killer application," as evidenced by the thousands of m-commerce products and services now available. Unfortunately, many m-commerce customers have been disappointed by everything from the speed of connection to the ease of navigation and have experienced a near-universal lack of simplicity, relevance and personalization. Only one application has become popular in Europe: Short Messaging Service (SMS), and even that accounts for, at best, 10-12 percent of average revenue per user, based on Accenture's experience. For mobile operators, overcoming these negative customer experiences- and ensuring future customer interactions are successful and positive-is the critical next step in fulfilling m-commerce's promise of vast opportunity and significant revenue.
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