In SAP in its third annual Mobile Commerce Guide extends its focus beyond financial institutions and mobile operators that have been making great progress pioneering mobile commerce over the past several years, to help other sectors, such as retail, consumer products and utilities companies navigate the new market opportunities that mobile commerce technology and solutions can bring in both developed and emerging markets.
The Mobile Commerce Guide includes articles, case studies, key learnings, views on the competitive landscape and a look at the not too distant future, from over 40 industry leaders, innovators and analysts including the GSMA, Accenture, IDC, MasterCard, Cisco, PayPal, Dutch-Bangla Bank and RBS Citizens.
Mobile has the power to trigger a fundamental shift in commerce because consumers alreadylive their lives on mobile, said Diarmuid Mallon, Global Mobile Marketing Solutions and Programs, SAP. The insights provided in this years Mobile Commerce Guide show how companies can harness mobile to deliver value and provide customers new visibility into the services they use and the payments they make. Banks are encouraging the unbanked to use their mobile wallets as instruments that allow them to save money and plan their financial futures; mobile operators are sharing infrastructure and best practices to reach and educate customers faster; and as mobile commerce opportunities naturally extend into retail, consumer products and utilities sectors, this guide helps these sectors understand and include mobile in their customer engagement and loyalty initiatives.
The first and second editions of the guide, released under SAP Mobile Services, a division of SAP, have closely followed the evolution of the mobile commerce business. In 2012, the guide focused on successful deployments of mobile commerce services and the impact of mobile commerce on consumer behavior. The 2011 edition placed greater significance on the transformation of commerce via the fourth screen concept of mobile devices.
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