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resolved. PCI compliance, for example, is in the dark regarding mobile commerce solutions. There has been an effort to “grandfather” the currently approved platforms but to put a halt to further approvals until the Data Security Standards (DSS) organisation has had a chance to sort out all the issues. And the DSS has indicated that the use of encryption devices— like the one from personal payment company Square—that attach to a mobile would probably put the mobile out of scope for PCI. Unfortunately, though, the issues keep evolving faster than any committee is going to be able to keep up with them. Moreover, recent mobile phone hacking scandals have highlighted some of the possible

Ways to pay

There are good reasons to “mobilise” your website, and we’ve covered many of them in this feature already. Making your website mobile-friendly can have a dramatic effect on your sales by giving customers another channel to reach and

Create a convenient and fast search process—you must allow “add to cart” from search results to quicken the experience overall.

Create an accessible and quick payment process—you must only ask for the minimum information necessary to make a delivery and complete the order quickly. Using a payment wallet for existing customers to remove the need to enter card details is even better.

Prompt payments—let your account- holding customers save their card details. This will help prevent any potential data mistakes at payment if they have to reenter card information.

Methods of payment and smartphone keyboards—optimising your payment forms by making smartphone keyboards field-sensitive—especially in the case of iPhones—will save your customers valuable time at checkout.

Consider the connections—having a stable and high-speed connection, either 3G or WiFi, is the best quality for shoppers. Retailers should consider an effective method of handling consumers who unfortunately do not have a decent connection to support m-commerce pages.

buy from you. Get it wrong though and shoppers will vote with their feet. Time is a key factor for m-commerce users. Almost 75 percent of mobile users expect to complete a transaction in a minute or less before they give up and exit a website,

Handle the customer expectation— display a progress bar at the top of the page so that customers can see how far along in the process they are and ultimately how much longer payment will take.

Account holders—users with an account should be able to use the same login details as they would on a desktop PC, while users without accounts should be able to make purchases too. Asking shoppers to input new account information will only increase the chances of shopping cart abandonment. Don’t force your customers to register twice.

Payment options—give your customers the same payment options as you do on your ecommerce website, so that people who prefer to pay in a specific way can.

One-page timesaver—having all the shipping details, such as the address and delivery method on the same page will save shoppers time and money as 3G page reloads are often expensive for those on limited network contracts.

Keeping the customer safe—data theft is one of the consumer’s biggest worries when it comes to purchasing online. So make sure that security measures are up-to-date and functioning. We suggest a PCI DSS certification to ensure that data compromise and fraudulent activities are decreased.

according to a study by Usability Sciences. The best m-commerce solutions make buying items fast, simple and most of all more accessible. The following tips from digital marketing agency Chapter Eight should set you off in the right direction:

Considering the benefits

risks for consumers if they use their mobiles as payment devices. So for the moment, it is buyer beware, and a topic that merchants definitely need to address directly with whichever system provider they use to manage their m-commerce site.

M-commerce choices This neatly brings us to the systems themselves. Below is a list of some of the major independent m-commerce platforms, and is by no means exhaustive: • AgencyMobile • Cart2mobile • Critical Path (a division of eBay) • Digby

• DigiPoS • FastPivot • Mobify • Moonshadow Mobile • Movyloshop

• mPoria (GoMobile) • MyBuys Mobile • Netsity • No Need 4 Mirrors (NN4M) • Red Chilli Network • Tekora • Unbound Commerce • Usablenet • Velocitude (Akamai)

Tactics Views

(a $10 per month self-contained solution)

The process of adding an item to a cart or “checking out” is superficially similar, but in m-commerce it has to be faster, simpler and, above all, more practical. Entering information on a mobile device can be more demanding than using a laptop or PC.

When retailers consider moving into the m-commerce arena they should acknowledge two vital factors: the simplicity of data input for checkout and the amount of time the customer is prepared to spend completing the transaction. As the study by Usability Science highlights, time is a major factor.

An increasing number of consumers consider making purchases through a fully comprehensive mobile website to be more convenient and accessible than using a laptop or computer.

There are certain limitations to m-commerce that retailers need to resolve to make it succeed for them; time is the critical success factor.

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