28
MOBILERETAILING
SECURITY CONCERNS BRITISH HEART FOUNDATION
REMAIN MOBILE
GOES MOBILE
TRANSACTIONS
BARRIER
T
he British Heart Foundation (BHF)
is rolling out a mobile warehouse
stock management solution across
its specialised Furniture and Electrical Stores
nationwide.
Mobile data solutions specialist, Codegate
has tailored its ‘mobilewarehouse’ solution to Codegate’s mobilewarehouse software,
speci½ cally meet the BHF’s requirements to running on Unitech PA962 rugged mobile
improve the accuracy of its stock inventory computers, enables BHF employees to
management and remove the need for paper- record goods as they are received via the
based processes. PA962’s touchscreen. A unique barcode
BHF’s Furniture and Electrical Stores reference is generated for each item and a
According to two recent surveys of US (pictured) are one of BHF’s latest business label containing the barcode and price can be
mobile phone users that were conducted ventures enabling the charity to raise money for printed there and then using Zebra QL220
by ABI Research, most consumers’ pioneering research into the prevention of heart mobile printers.
preferences and choices when using
disease. There are currently 42 stores containing “Once each item has been recorded,
their mobile phones for shopping have
a range of goods such as second-hand dining Codegate’s solution enables us to have
remained largely unchanged between
suites, sofas, white goods and electrical products. complete visibility of our stock. It allows us
late 2007 and late 2008, indicating the
“We needed a mobile stock control to analyse in detail what is being sold and
barriers to mobile money services remain
solution to ensure we have accurate inventory also eases the management of store transfers,
strong.
management, stock identi½ cation and stock price adjustments, stock write offs and
However on a more positive note
recording,” explained Steve Biddle, head customer returns,” said Biddle.
more than half of all the respondents
of Finance, IT and Project Development “Importantly, Codegate was able to
have purchased at least one ringtone,
at British Heart Foundation. “During trials develop the application so that we could
suggesting that low-value transactions
of mobilewarehouse at our Northampton record additional information about an
are less threatening to consumers.
Respondents also showed some
store, Codegate’s team demonstrated a individual product. This functionality enables us
willingness to have mobile purchases
wealth of knowledge and experience both to record portable appliance testing certi½ cate
added to their wireless phone bill.
in retail and stock control. This enabled them numbers, which are required by law for the
“Consistent from year to year, a
to develop a tailored solution based on the resale of second hand electrical items. Now
little over one-half of all respondents
mobilewarehouse platform that met our the information is stored electronically we
are not interested in using their mobile
individual business requirements.” have a complete audit trail,” he concluded.
phones to make purchases,” said
ABI Research senior analyst Jeff Orr.
“Transaction security was cited by 71%
PAPER FINDS GLOBAL MOBILE
of mobile phone users as a major
concern preventing wider uptake. As
COMMERCE OPPORTUNITY
consumers become more comfortable
with transaction security by establishing
Sybase 365, a global mobile messaging services provider recently published a white paper,
trust with transaction vendors, more
developed by payments industry advisor Edgar, Dunn & Company (EDC), which calls for
emphasis will be placed on the speed of
greater cooperation from the major players within the mobile commerce (m-commerce)
the transaction.”
ecosystem to ensure that the mobile commerce opportunity is fully realised.
Text marketing messages remain
Entitled ‘Realising the Full Potential of Mobile Commerce,’ the paper said business
unpopular with consumers, although
relationships, connectivity, and technology applications are needed between the stakeholders
some indicated that they were open to
in order to bring ¾ exibility to the consumer – the cornerstone needed for the success of
inducements such as free content aimed
mobile commerce. This will ultimately require orchestration to bring the stakeholders together
and also manage the complexity of the mobile commerce ecosystem.
at converting a message to a sale.
“There is potential for enormous transaction volume that can be initiated via the mobile
Senior analyst, Mark Beccue added: “As
phone, and this transaction volume could translate into signi½ cant revenue opportunities
smartphone penetration increases, more
for stakeholders,” said Jane Cloninger, EDC. “However, uncertainty remains over how the
merchants will introduce mobile shopping,
game will eventually be played. Concerns over customer ownership, underlying transaction
spurring growth. Smart merchants will
economics, and share of revenues, must be allayed in a greater spirit of co-operation if mobile
focus on the advantages of mobile,
commerce is to be ful½ lled.”
such as impulse shopping and real-time
The whitepaper also details the key role that mobile money transfer hubs will play in
auctions.”
piecing together the currently fragmented landscape.
RETAIL TECHNOLOGY APRIL/MAY 2009
26-31 Mobile.indd 28 6/5/09 9:54:39 am
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