Applications of mobile products and services in traditional businesses
c
FutureLink (Spain)
250
has set up the first Bluetooth network in a shopping
their handsets. The objectiv
enter. This network offers visitors to the center a chance to receive a comic on
tainment for consumers and to build their lo
e of this campaign is to pro
yalty. The comic’
vide a moment of enter
s content varies
-
e
lection. A total of 38,000 mobile devices were detected in a week, and 5,500 of
ach week, prompting visitors to keep returning in order to complete their col-
them requested the comic.
Daem Interactive
recognition technology that works on account of camer
251
has developed a marketing system based on image
man
as being included on
press, on a billboard or in a catalog and the compan
y handsets. The user takes a photo of an advertisement appearing in the
to the photo to the handset. This system gener
y sends information related
is not an intrusiv
ates traffic for the operators, and
an interest in the product.
e method for the customer, as it is the customer who has shown
6.5. m-Commerce: on the hunt for consumers
Mobile devices are not only used as a channel for dissemination and adv
but are in fact becoming a new distribution and sales channel. While the distri
ertising,
bution of mobile content (ringtones, music, television, etc.) is evolving r
-
the sale of other products through mobile devices is in its early stages. Slightly
apidly,
more than 40% of the experts felt that mobile devices will ha
high impact as a sales channel for businesses in all sectors (see Figure 39),
ve a high or very
which will be able to offer customers services such as product searches, pur
chases and payments using their mobile phones.
-
tems. Businesses will be able to offer their products to potential customers when
The future of mobile searches revolves around the use of location-based sys-
they are within their r
bile application to help consumers to find products in local shopping centers and
adius of activity. For example, GPShopper
252
uses its mo-
compare prices and promotions.
There are two t
phones: purchases of products for mobile devices and purchases of gener
ypes of products and services purchased directly through mobile
al consumer products. The former are relatively successful among consumers,
-
while the latter are still in their early stages. The trend suggests increased cooper
ation between mobile operators and consumer brands in order to store users’ in-
-
formation and speed up tr
suring a good experience for the consumer
ansactions. The usabilit
. The compan
y of handsets is also vital for en
y
Overstock.com
253
is
-
251
http://www
Daem Interactiv
one of the first to offer products and services by means of a mobile application.
eng/index.jsp
.daeminter
e:
.
active.com/
Finally
http://www
252
GPShopper
.gpshopper
.
.com/.
R
handset manufacturers and financial services companies. Man
eaching that milestone will require cooper
, security must be guaranteed on payments made using mobile devices.
ation between mobile oper
y manufacturers
ators,
http://www
253
Overstock.com:
.overstock.com/.
now include a chip in their handsets that stores financial information so that it
can be used to make automatic payments.
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
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