12. Mobile E-Commerce

Mobile e-commerce, sometimes also called m-commerce or mobile commerce, describes any interaction in which a financial exchange or transaction is facilitated or executed with a mobile phone. In many ways, mobile e-commerce is the Holy Grail of mobile marketing because it closes the loop between marketing and its return on investment. Although many hurdles must be crossed before a robust mobile e-commerce system is adopted in the United States, the practice is being rapidly accepted in Asia and Africa and is growing in popularity in Europe. Consumer pressure is forcing carriers, credit card companies, banks, and brands to take notice and start working together to realize the mutual benefit that comes with mobile e-commerce. This chapter reviews important mobile commerce statistics and different business models that are beginning to incorporate mobile commerce.

Understanding how these mobile commerce business models work helps you develop strategies that monetize these mobile interactions with advertising, or learn more about your existing customer base through these mobile commerce interactions.