2013 05 mobile commerce survey
DESCRIPTION
m m commerce projTRANSCRIPT
May 2013 $99
Report ID: R6800413
Next
reports
2013 Mobile Commerce SurveyAmong nearly 900 qualified respondents to our poll, 71%say m-commerce is very or extremely important to the future of their
organizations. However, just 26% have comprehensive strategies
in place now. That spells opportunity.
By Peter Rysavy
reports. informationweek.com
Previous Next
reports
4 Author’s Bio
5 Executive Summary
6 Research Synopsis
7 Now’s the Time
8 Deployment
10 Forms of Mobile Commerce
12 Approaches
15 Pros and Cons of Mobile Application Development
17 Appendix
63 Related Reports
Figures
7 Figure 1: Involvement With Mobile Commerce
Strategies
8 Figure 2: Importance of Mobile Commerce
9 Figure 3: Stance on Mobile Commerce
10 Figure 4: Top Mobile Commerce Inhibitor
11 Figure 5: Timeline for Mobile Commerce Strategy
Adoption
12 Figure 6: Mobile Device Segmentation
13 Figure 7: Key Technologies for Mobile Commerce
Success
14 Figure 8: Most Pressing Ecosystem Challenge
17 Figure 9: Top Business Benefit of Mobile Commerce
18 Figure 10: Top Priority for Addressing
Mobile Commerce
19 Figure 11: Mobile Commerce Budget
Allocation: IT
20 Figure 12: Change in Mobile Commerce
Budget: IT
21 Figure 13: Mobile Commerce Efforts vs.
Competitors: IT
22 Figure 14: Percentage of Sales Via Mobile
Channels
23 Figure 15: Mobile Commerce
Capabilities
24 Figure 16: Platform Support
25 Figure 17: Approach to Mobile
Commerce System Development
26 Figure 18: Use of Mobile Application
Platform to Build Commerce System
27 Figure 19: Commerce-Specific Features in
Mobile Application Platform
28 Figure 20: Importance of Mobile
Commerce Features
29 Figure 21: Digital Wallet Security
30 Figure 22: Familiarity With PCI Data
Security Standards
31 Figure 23: Mobile Commerce Leaders
32 Figure 24: Primary Means of Making
Money With Mobile Commerce: Banking
and Payments
33 Figure 25: View of Competitive Mobile
Commerce Landscape
34 Figure 26: Mobile Commerce Efforts vs.
Competitors: Banking and Payments
35 Figure 27: Investment in Mobile-Specific
Programs: Banking and Payments
36 Figure 28: Change in Mobile Commerce
Budget: Banking and Payments
37 Figure 29: Primary Means of Making
Money With Mobile Commerce:
Telecommunications
38 Figure 30: Support for an Open API
Program
39 Figure 31: Difficulty in Getting a Partner
Program Approved
40 Figure 32: Mobile Commerce Strategy:
Telecommunications
41 Figure 33: Top Hurdle Preventing Mobile
Commerce Success: Telecommunications
42 Figure 34: Impact of Carrying Large
Balances on Mobile Commerce
InitiativesCONT
ENTS
reports.informationweek.com
TABLE OF
May 2013 2
2 0 1 3 M o b i l e C o m m e r c e S u r v e y
Previous Next
reports
CONT
ENTS
reports.informationweek.com
TABLE OF
May 2013 3
2 0 1 3 M o b i l e C o m m e r c e S u r v e y
43 Figure 35: Top Use of Mobile Payments:
Telecommunications
44 Figure 36: Mobile Commerce Efforts vs. Com-
petitors: Telecommunications
45 Figure 37: Investment in Mobile-Specific
Programs: Telecommunications
46 Figure 38: Change in Mobile Commerce
Budget: Telecommunications
47 Figure 39: Frequency of Using Payment
Systems Other Than Check, Credit Card
or Cash
48 Figure 40: Use of Mobile Banking
49 Figure 41: Mobile Banking Transactions
50 Figure 42: Current and Future Use of Mobile
Shopping Capabilities: No Involvement With
Mobile Commerce
51 Figure 43: Current and Future Use of Mobile
Shopping Capabilities: Involved or Familiar
With Mobile Commerce
52 Figure 44: Current and Future Use of Mobile
Shopping Capabilities
53 Figure 45: Mobile Commerce Leaders
54 Figure 46: Percent of Spending via Mobile
Commerce: No Involvement With Mobile
Commerce
55 Figure 47: Percent of Spending via Mobile
Commerce: Involved or Familiar With Mobile
Commerce
56 Figure 48: Role Within Organization
57 Figure 49: Involvement With Mobile
Commerce Strategies and Practices
58 Figure 50: Job Title
59 Figure 51: Industry
60 Figure 52 Revenue
61 Figure 53: Company Size
May 2013 4
Previous Next
© 2013 InformationWeek, Reproduction Prohibited
reports
reports.informationweek.com
2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Peter Rysavy is president of Rysavy Research LLC, a consulting firm that hasspecialized in wireless technology since 1993. Peter is a leading internationalauthority on the capabilities and evolution of wireless technology. He has writ-ten more than a 140 articles, reports and white papers, and has taught 40 publicwireless courses and webcasts. He has also performed technical evaluations ofmany wireless technologies, including cellular data services, municipal/meshWi-Fi networks, Wi-Fi hotspot networks, mobile browser technologies, wirelessemail systems and social networking applications.
Peter RysavyInformationWeek Reports
FollowFollowFollowFollow
Want More?
Never Miss a Report!
May 2013 5
Previous Next
You know a sector is on the fast trackwhen you issue a report in March and by May have to conduct additional re-search on the topic. Since we issued our initial look at the mobile commerce market, we conducted a wide-ranging sur-vey that reached three stakeholder groups: IT professionals not in financial services or telecom, banking and paymentsprofessionals, and telecommunications professionals. We also asked some respondents to put on their consumer hats.
Some data points:>> 46% of those involved or familiar with their organizations’ mobile strategies and with a mobile commerce strategy
in place or a timeline for adoption say that, for mobile commerce to flourish, physical security must be built intomobile devices.
>> 24% see costly cellular data plans as the most pressing ecosystem challenge.>> 19%will have separate plan and design goals based on mobile OS and mobile device type.
In this report we focus on enterprise IT and:>> Examine the evolving definition of mobile commerce;>> Discuss how to prioritize m-commerce plans; and if that’s not hard enough, have to then ... >> Provide implementation recommendations, factoring in considerations such as Web page versus app and integra-
tion with existing e-commerce systems.
Respondent breakdown: Among 1,182 business technology professionals responding to our survey, 36% have 5,000or more employees; 29% are over 10,000. Banking and payments and telecommunications/ISPs are well-represented,and 35% are IT director/manager or IT executive management (C-level/VP) level. An additional 17% are non-IT execu-tive or line-of-business management.
EXECUTIVE
reports.informationweek.com
reports
SUM
MAR
Y
2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
May 2013 6reports.informationweek.com
Previous Next
RESEARCH
Survey Name InformationWeek and Mobile Commerce World Mobile Commerce Survey
Survey Date March 2013
Region North America
Number of Respondents 1,182; 895 involved or familiar with their organizations’ mobile commerce strategies
Purpose To gain insight into the future of mobile commerce
Methodology InformationWeek surveyed business technology decision-makers at North American companies. The survey was conducted online, and respondents were recruited via anemail invitation containing an embedded link to the survey. The email invitation was sent toqualified InformationWeek, Bank Systems & Technology and Light Reading subscribers.Within the 895 respondents involved or familiar with their organizations’ mobile commerce
strategies, we drilled down into three primary subsegments: 293 IT professionals at organizations(not including banking, payments or telecommunications) with a strategy in place or a timelinefor adoption; 201 banking and payments professionals at organizations with a strategy in placeor a timeline for adoption; and 138 telecommunications professionals.We also asked consumer-focused questions of 729 respondents outside of the banking,
payments and telecommunications industries. We segmented the results by those involved or fa-miliar with their organizations’ mobile commerce strategies (548 respondents) versus those without involvement or familiarity (181 respondents).
reports
SYNO
PSIS
2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
ABOUT US
InformationWeek Reports’
analysts arm business technology
decision-makers with real-world
perspective based on qualitative
and quantitative research, busi-
ness and technology assessment
and planning tools, and adoption
best practices gleaned from
experience.
OUR STAFFLorna Garey, content
director; [email protected]
Heather Vallis, managing
editor, research;
Elizabeth Chodak, copy
chief; elizabeth.chodak@
ubm.com
Tara DeFilippo, associate art
director; [email protected]
Find all of our reports at
reports.informationweek.com.
May 2013 7
Mobile commerce is no longer a question ofif, or even when. It’s happening now, allaround us. The question for IT is, “How do wedo this right?” The importance is clear: In ourInformationWeek and Mobile CommerceWorld Mobile Commerce Survey, 76% of 1,182respondents were involved in or familiar withtheir organizations’ mobile commerce strate-gies. Of these, 71% say mobile commerce isvery (39%) or extremely (32%) important tothe future of their organizations; an additional18% indicate moderate importance. That addsup to almost 90% with a focus on mobilecommerce, a number higher than we antici-pated, even given the buzz level. And this isnot some far-off destination. More than three-quarters of respondents involved or familiarwith their organizations’ stance on mobilecommerce anticipate implementing a com-prehensive m-commerce strategy within twoyears; one-quarter already have one in place. In our experience, hype usually precedes
reality by a fair amount; IT tends to adopt new
techs slowly, only after a significant period ofevaluation. But in the case of mobile com-merce, reality has quickly caught up.“Led by mobile, a commerce revolution is
underway,” John Donahoe, CEO of eBay, saidin a recent investor brief. “Technology is
creating a new Web-enabled retail interface, anew seamless, multiscreen commerce experi-ence that connects consumers anytime, any-where.” EBay expects to generate $20 billionin mobile payments and commerce in 2013.Mobile commerce is not just about transac-
Previous Next
reports.informationweek.com
Now’s the Time
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Are you involved or familiar with your organization's mobile commerce strategies and/or practices?
24%
76%
Involvement With Mobile Commerce Strategies
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013R6800413/1
1
No
Yes
Figure 1
tions on mobile devices; it’s a means for com-panies to engage with customers in richer,more individualized ways, incorporating loy-alty, incentives and location.The “why” is fairly straightforward. The ques-
tion of how to implement mobile commerce,however, is complex because it comes in manyforms. Examples include shopping on a tablet,using a smartphone to pay for items at a storeby waving it over a point-of-sale terminal, re-ceiving discount coupons on a phone whenclose to a particular store and paying a roam-ing salesperson using an iPod Touch as a point-of-sale terminal. Businesses must not only de-cide how to prioritize their mobile commerceplans but, as if that’s not hard enough, imple-ment while factoring in considerations such asWeb page versus app and integration with ex-isting e-commerce systems. In this report, we’lldiscuss the most important points to consider,building on our previous report.
DeploymentWhen asked about their organizational
stance on mobile commerce, 32% of the 895
respondents involved or familiar with theircompanies’ m-commerce strategies say it rep-resents the future and they’re enthusiasticallyembracing it; an additional 40% say it will helpthem reach new customers and be more effi-cient. IT budgets reflect this commitment, withgreater than half of m-commerce- involved ITrespondents with budgets in place indicatingallocations are up compared with a year ago.
When asked to identify the top businessbenefit proffered by mobile commerce, 28%of IT pros at organizations with m-commercestrategies in place or timelines for adoptionpoint to the ability to engage customers viafine-tuned targeted marketing, 14% to reach-ing new and perhaps younger demograph-ics, and 14% to value-added location-basedser vices. We’re already seeing developments
Previous Next
FAST FACT
32%of respondents involved or
familiar with their companies’
m-commerce strategies say
mobile commerce represents
the future and they’re
enthusiastically embracing it.
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How important is mobile commerce to the future of your organization?
18%
39%
32%
4%7%
Importance of Mobile Commerce
Base: 895 respondents involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/2
1Not at all important
Slightly important
Moderately important
Very important
Extremely important
Figure 2
May 2013 8
Previous Next
in this area. For example, at this year’s Interopconference, MGM Resorts International chiefdigital officer John Bollen demonstrated aBellagio mobile app that runs on iOS and Android. Guests can be alerted to discountsand loyalty programs and, for example, canpurchase last-minute show tickets using theapp while at dinner. “If seats are empty, we’renot making money,” says Bollen. The app letsthe resort collect data to dynamically priceeverything from bottles of wine to spa treatments.Companies also recognize the challenges,
however. Respondents list the top inhibitorsas compliance concerns, consumer percep-tion that mobile commerce is unsafe, lack ofsecurity, confusion over business models related to money flow, insufficient connectiv-ity speeds, and the immaturity of technologyto integrate with existing e-commerce and ITback-end systems. We’d add the fragmentedsmartphone platform market and the still- maturing HTML5 specification.Despite challenges and complexities, projec-
tions are bright. Digital marketing analyst
eMarketer states that U.S. retail mobile com-merce sales grew by 81% to nearly $25 billionin 2012 and constituted 11% of U.S. e-com-merce sales, a percentage that the firm expectswill grow to 15% this year and 24% in 2016,when total mobile retail sales could hit $86.6billion, excluding travel and event tickets. In addition, there’s a huge cast of characters.
Mobile commerce spans platform vendors,such as Apple and Google; online retailers; allthe major credit card issuers; banks; mobileapplication platform vendors; and increas-ingly handset vendors as they implement enabling technology. In our survey, 45% of ITpros at organizations with m-commercestrategies in place or timelines for adoption
Research: App Dev in theAge of Mobility
The native vs. browser debate isstill raging, with each strategygarnering 74% of respondents toour 2012 Mobile Application De-velopment Survey who plan todeploy custom applications.What’s not in dispute is RIM’s de-cline: Just 22% will develop forthe BlackBerry, compared with71% focusing on iPhones.
DownloadDownload
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What is your organization’s overall stance on mobile commerce?
25%
40%
32%
1%
2%
Stance on Mobile Commerce
Base: 895 respondents involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/3
1Very negative: We’ll avoid it as long as possible
Somewhat negative: We see it as a necessary evil, something we must do to keep up
Tempered: It's simply another channel for doing business, with its own challenges
Positive: It’ll likely help us reach new customers and be more efficient
Very enthusiastic: It’s the future, and we're embracing it
Figure 3
May 2013 9
May 2013 10
say mobile device and OS vendors are takingthe lead in mobile commerce, followed bybanks and credit card issuers at 22%. One wildcard: NFC support. While the hot new Sam-sung Galaxy S4, for example, has an NFC chip,software is lagging and it’s still unclear when,or even if, Apple will support the technology. One group that could help accelerate mobile
commerce adoption with its mobile wallettechnology (initially ex-pected to be cloud-based) is the MerchantCustomer Exchange.While details of its sys-tem were still underwraps at publicationtime, the consortium’slong list of retailerscomprises 75,000 stores,
with $1 trillion in annual payments. Essentially,there are many different wallet initiatives usingboth near field communication and cloud ap-proaches beyond MCX, as well as hybrid mod-els that combine the two. We see wallet frag-mentation as another inhibitor in this market.
A dark-horse development that could alsoimpact mobile commerce is pending legisla-tion known as the Marketplace Fairness Act,which would give states authority to make on-line retailers collect sales tax, even if the retail-ers aren’t based in that state. The act wouldtake away an advantage that online sellershave had over brick-and-mortar stores, possi-bly pushing some “showroomers” to buy attheir local stores, perhaps using their smart-phones; more on this later. While eBay is op-posed to the act, Amazon.com and the Na-tional Retail Federation are in favor. Stay tuned.
Forms of Mobile CommerceThe most futuristic form of mobile com-
merce is a mobile wallet that has payment in-formation stored in a secure chip on a mobilephone; combine that with NFC capability andyou enable proximity-based transactions. Onecan certainly imagine a future in which customers can use a mobile wallet for a multitude of tasks. In addition to waving itover a POS terminal at checkout, they’ll beable to unlock hotel rooms or rental cars, con-
nect to Wi-Fi hotspots — anything you canimagine that involves either payment or authentication. But that’s the future. For now,cloud-based approaches have the upperhand because they are easier to implement.Specifically, they don’t need hardware sup-port in phones and don’t require new point-of-sale terminals.Whether cloud or NFC, in our survey, 49% of
mobile-commerce-involved IT respondents atorganizations with a strategy in place or time-line for adoption say they don’t think that cur-rent digital wallets are sufficiently secure.They’re smart to be wary, but m-commercevendors are hyperaware of the effect a majorbreach could have on their business. Take pre-cautions, but move forward.As it turns out, mobile payments are a sec-
ondary priority for most companies. Only 26%of IT respondents indicated mobile paymentsas their highest priority, while 41% pointed instead to mobilizing their e-commerce Webpages. Finally, 23% want to add loyalty pro-grams, promotions and other marketing pro-grams, like those in use by MGM. These priori-
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
The most futuristic form of mobile
commerce is a mobile wallet that
has payment information stored in
a secure chip on a mobile phone;
combine that with NFC capability
and you enable proximity-based
transactions.
May 2013 11
ties seem sensible to us and consistent withthe recommendations in our report.Salespeople being able to accept payments
with mobile devices is another hot trend, withNordstrom and Apple stores being two high-
profile examples. Eventually, cash register sta-tions will likely morph into bagging and prod-uct pickup hubs. Companies like Square andPayPal are taking this one step further, makingit possible for anybody to accept credit/debit
card payments with their smartphones any-where they have a signal (we profile six ofthese apps in this report). Taxi drivers andstreet fair vendors can cheer.Retail versus online shopping intersects with
“showrooming” and “Web-rooming.” In show-rooming, buyers look at products in a store butuse their smartphones to see if they can obtainthem at a lower price elsewhere, say Amazonor Newegg. Retailers can counter loss of salesthrough loyalty programs, location-based pro-motions, perhaps products that can only bepurchased at a store and in-store support. Alternatively, shoppers engage in “Web-
rooming” to research items online, then pur-chase products at physical stores. An Accen-ture study of 6,000 adults showed that 88% ofconsumers do Web-rooming compared with73% who do showrooming. This same studyshowed that consumers are most influencedby in-store offers and email coupons and resent online pop-up and mobile banner ads.Social marketing provides another avenue formobile commerce, including ads, informationabout products and discounts. Whether such
Previous Next
What is the top inhibitor to mobile commerce today?
Top Mobile Commerce Inhibitor
Com
plia
nce
conc
erns
Cons
umer
per
cept
ion
that
mob
ile co
mm
erce
is u
nsaf
e
Lack
of s
ecur
ity
Busin
ess m
odel
s rel
ated
to m
oney
flow
still
evo
lvin
g (c
onfu
sion
over
med
iatio
n of
mob
ile p
aym
ents
, rol
e of
th
e tr
uste
d se
rvice
man
ager
)
Insu
fficie
nt co
nnec
tivity
(slo
w 3
G, la
ck o
f bro
adba
nd in
som
e ar
eas)
Imm
atur
e te
chno
logy
that
mak
es it
diff
icult
to in
tegr
ate
into
ex
istin
g e-
com
mer
ce a
nd IT
bac
k-en
d sy
stem
s
No cl
ear s
ense
that
ther
e w
ill b
e a
busin
ess r
etur
n or
inab
ility
to m
easu
re R
OI
Lack
of d
evel
oper
exp
ertis
e to
bui
ld cr
oss-
plat
form
app
s an
d/or
mob
ile-o
ptim
ized
web
sites
Frag
men
tatio
n; ch
alle
nge
of tr
ying
to d
esig
n fo
r diff
eren
t ph
ones
and
tabl
ets
Cons
umer
per
cept
ion
that
mob
ile co
mm
erce
is to
o im
mat
ure
Cons
umer
diff
iculty
in u
sing
mob
ile d
evice
for p
aym
ents
(use
r int
erfa
ce)
Not c
lear
whe
re to
star
t: m
obile
e-c
omm
erce
, m
obile
pay
men
ts —
it's
just
too
conf
usin
g
Lack
of r
etai
ler t
echn
olog
y (Po
S sys
tem
s)
Othe
r
Ther
e ar
e no
inhi
bito
rs to
mob
ile co
mm
erce
Base: 895 respondents involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/4
17%
12%
12%
12%
8% 8%
7%
6%
5%
3% 3%
1% 1%
2%
3%
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Figure 4
May 2013 12
posts lead to retail sales is a matter of debate.Forrester Research reported that social mediawas effective for providing information butthat less than 1% of online purchases couldbe attributed to social channels. No discussion of mobile commerce is com-
plete without mentioning mobile banking. Forpeople in our survey familiar with their organizations’ mobile commerce strategies us-ing mobile banking, the top transactions per-formed, in order, are checking account bal-ances, paying bills, transferring money amongaccounts, transferring money to friends or fam-ily, and making check deposits. More than two-thirds of banking and payment professionalsin our survey involved or familiar with their organizations’ mobile commerce strategiesand with a strategy in place or a timeline foradoption expected most established financialinstitutions to establish mobile practices.
ApproachesIf you think the forms of mobile commerce
are varied, take a look at the means of imple-menting it. And just as important as under-
standing the various means is knowing whatconstitutes a best practice. Mobile commerceapplications can be complex because they often involve integrating multiple systems:point-of-sale, coupons and promotions, exist-ing e-commerce systems, user location and in-ventory. Since financial information is
involved, security is a paramount concern, andto top it all off, companies also have to be sen-sitive to evolving privacy rules. For instance,the FTC just issued a report on mobile privacyand advocated clear disclosures, transparencyand user control. The FTC report lays out a set of best prac-
Previous Next
What is your organization’s adoption timeline for a comprehensive mobile commerce strategy?
12%
13%
19%
23%
7%26%
Timeline for Mobile Commerce Strategy Adoption
Base: 895 respondents involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/5
1No plans for adoption
More than two years
One to two years
Within six months
More than six months but less than one year
We have one in place now
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Figure 5
Like This Report?
Rate It!Something we could dobetter? Let us know.
RateRate
May 2013 13
tices for platform providers, app developersand third parties. On the wish list:>> Disclose and obtain consent before al-
lowing apps to access sensitive content likegeolocation, contacts, photos, calendar entries,or the recording of audio or video content.>> Develop a one-stop “dashboard”
approach to allow consumers to review thetypes of content accessed by the apps theyhave downloaded.>> Offer a do-not-track mechanism for
smartphone users that would allow con-sumers to prevent tracking by ad networks. >> Promote standardized app developer
privacy policies that will enable consumers tocompare data practices across apps.While these are laudable goals, considering
that today there are more than 800,000 appsavailable in the Apple store and 700,000 onGoogle Play, that horse may well have leftthe barn.For most businesses, mobilizing an existing
e-commerce capability, whether via an app ora mobile Web page, is the highest priority. Inour survey, of the IT pros at companies that
had implemented mobile commerce, 52% saythey have a smartphone application, 41% atablet application, 34% a general site or appli-cation with integrated mobile payments, and33% a mobile-specific e-commerce site. Sev-enty-seven percent of mobile-commerce- involved IT pros report that they support iOS,
69% Android, 42% BlackBerry, 34% WindowsPhone and 13% Symbian.When considering apps versus Web pages,
most shops understand that apps outperformWeb pages but require more developmentand different versions for each mobile plat-form. What’s not as well-understood is that
Previous Next
Does, or will, your mobile commerce strategy segment between types of mobile devices?
16%
18%
15%
32%
19%
Mobile Device Segmentation
Base: 789 respondents with a mobile commerce strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/6
1Don’t know yet
No, mobile is mobile to us
Yes, separate plan by mobile OS only (Android, iOS, Windows, Amazon)
Yes, separate plan by mobile device only (smartphone, tablet)
Yes, separate plan and design goals based on mobile OS and mobile device type
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Figure 6
LikeLike TweetTweetTweet
ShareShare
Like This Report?
Share it!
May 2013 14
the construction of the Web app greatly af-fects how quickly Web pages load. An exam-ple of fast loading is Sears, whose mobile sitein April jumped to the top position on theKeynote Mobile Commerce Performance In-dex,measuring 1.74 secondsfor home page load time. Thekey for fast loading is notonly minimizing the numberof bytes that have to load,but also the number of ob-jects. In the case of Sears, theaverage number of bytes forthe home page is a tiny 13KB, compromising just fiveobjects. Our opinion is that a page
load time of more than threeto five seconds is too long fora busy shopper. KISSmetricsclaims that a one-second de-lay in page response trans-lates to a 7% loss in sales. De-sign your pages carefully,and you may find that over a
4G network, your website is as responsive asa mobile app.Another factor in favor of a Web approach is
that some customers may be reluctant to in-stall apps from businesses from which they
only occasionally make purchases. HTML5support on mobile devices is maturing, pro-viding richer features and some degree ofstandalone operation for applications evenwhen disconnected from the network. If
you’re just embarking on yourmobile commerce strategy,don’t discount HTML5. We dis-cuss the technology in moredepth in this report.When we asked mobile-
commerce-involved IT re-spondents whether they haddeveloped or plan to developtheir mobile commerce sys-tems in-house or outsourcedevelopment, 25% respondedwith entirely in-house, 9%with entirely outsourced, and54% with a mix of in-houseand outsourced. As for mobileapplication platforms, 22%said they used such a plat-form and 38% said that willuse a mobile application plat-
Previous Next
Phys
ical s
ecur
ity b
uilt
into
mob
ile d
evice
s (N
FC SI
M ca
rds,
biom
etric
s)
Met
hod
to se
cure
wire
less
tran
smiss
ion
of p
aym
ents
Robu
st d
igita
l wal
let t
echn
olog
y
Easie
r int
egra
tion
with
pay
men
t gat
eway
s so
mob
ile
devi
ces c
an co
nnec
t as e
asily
as t
o w
ired
POS t
erm
inal
s
Bett
er to
ols f
or cr
oss-
plat
form
app
des
ign
Met
hod
to q
uick
ly d
isabl
e pa
ymen
t cap
abili
ties o
n a
lost
or s
tole
n de
vice
Ubiq
uito
us 4
G (L
TE, W
iMAX
)
New
reta
iler P
oS sy
stem
s tha
t acc
ept m
ultip
le
type
s of t
rans
actio
ns
Ubiq
uito
us H
TML5
Ubiq
uito
us N
FC
Othe
r
What technologies must be in place for mobile commerce to flourish?
Key Technologies for Mobile Commerce Success
Note: Multiple responses allowedBase: 789 respondents with a mobile commerce strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business t h l f l h
R6800413/7
46%
45%
38%
38%
38%
34%
29%
29%
20%
16%
3%
FAST FACT
28%of IT pros at organizations
with m-commerce strategies
in place or timelines for
adoption point to the ability
to engage customers via fine-
tuned targeted marketing.
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Figure 7
May 2013 15
form to build their commerce systems. Companies choosing a mobile application
platform are also faced with the decision ofwhether to use a vendor specializing in mo-bile — think Moovweb, Antenna Software,Kony Solutions — or a company that may al-ready be providing e-commerce infrastruc-ture, like IBM, Oracle or SAP. Regardless of ven-dor, there are many specific mobile commercefeatures to look for. Pay particular attention tosite search and product images, ability tohighlight features and special offers, checkoutspeed and convenience, and personalizationfeatures like loyalty accounts and reviews. Weshow ratings of 13 m-commerce features inFigure 20. Another key best practice is tomake sure that a mobile search easily findsthe mobile site, since there’s no point in put-ting a huge amount of effort into a great mo-bile site only to have a search lead a user tothe site’s main home page.Often, users access mobile sites to deter-
mine the closest store location, so make thatinformation readily available, along with ad-dress, phone number and operating hours. If
you have a mobile app available for down-load, make that easy to find also. Google pro-vides some best practices for building smart-phone-optimized websites.As we discuss in our previous report, our
model for mobile commerce constitutes threeactivity categories — e-commerce conductedwith mobile devices (smartphones, tablets),mobile payments (NFC wallets and cloud wal-lets) and mobile money management (including transfers and banking) — as well asfive main sources of friction — fragmentationin mobile payment technologies, the fact thatstable and proven payment methods alreadyexist, complex regulations, security concernsand consumer friction. People are unaware ofnew payment options, skeptical of them orcontent to keep using existing methods.Making the perfect mobile commerce app
means not only designing in the right featuresto cover these bases, but taking advantage ofthe best enabling technology. Our survey re-spondents rate a number of technologiesclose to equal in their importance for mobilecommerce success: physical security built into
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Three Pros of MobileApplication Platforms>>Provide a means for write once, run
anywhere, facilitating support formultiple mobile platforms.
>> Integrate security and managementof functions (e.g., software updates).
>> Support sophisticated back-end infrastructure via multiple interfaces.
Three Cons of MobileApplication Platforms>> Licensing and learning-curve costs
make it cost effective only if devel-oping multiple mobile apps, per-haps three or more.
>> Systems are complex and requireextensive evaluation to determinewhich is most suitable.
>>Dependence on mobile platformvendor with high switching costsrepresents some risk.
May 2013 16
mobile devices, methods to securely commu-nicate payments, robust digital wallet security,easier integration with payment gateways somobile devices can connect as easily as towired POS terminals, better tools for cross-platform app design, and methods to quicklydisable payment capabilities on lost or stolendevices.Do a good job on your mobile commerce
app or site, and you’ll distance yourself fromyour competition. The previously mentionedAccenture study found that only 26% of con-sumers surveyed found mobile phone shop-ping to be easy. Ultimately, mobile com-merce is no different than other commerce.If you want people to buy from you, you haveto make it convenient and fun, with a foun-dation of loyalty and trust.
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
May 2013 17
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y
APPE
NDIX
Table of Contents
What ecosystem challenge is most pressing?
16%
24%
13%
13%
13%
2%19%
Most Pressing Ecosystem Challenge
Base: 789 respondents with a mobile commerce strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/8
1Difficulty in using payments
applications/interfaces
Other
HTML5 or other cross-platform tool that just works
Lack of demand from customers
We need less-expensive cellular data plans
Retailers must stop clinging to old models
We need more ubiquitous Wi-Fi
Figure 8
May 2013 18
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Abili
ty to
eng
age
cust
omer
s via
fine
-tun
ed ta
rget
ed m
arke
ting
Reac
hing
new
(and
per
haps
youn
ger)
dem
ogra
phic
Valu
ed-a
dded
loca
tion-
base
d se
rvice
s, su
ch a
s co
ntex
t-aw
are
com
putin
g
Abili
ty to
do
real
-tim
e pr
ice co
mpa
rison
s to
ens
ure
com
petit
iven
ess
Bett
er lo
yalty
pro
gram
s via
e-c
oupo
ns, s
ocia
l med
ia o
ffers
Open
ing
entir
ely n
ew sa
les c
hann
els,
such
as “
flash
” sal
es si
tes
Visib
ility
via “
socia
l com
mer
ce,”
as si
tes l
ike
Face
book
and
Goo
gle+
evo
lve
into
mob
ile co
mm
erce
pla
tfor
ms
Abili
ty to
acc
ess g
eogr
aphi
cal d
ata
on cu
stom
ers
via
geol
ocat
ion
apps
like
Four
squa
re
Othe
r
What do you perceive as the top business benefit of mobile commerce?
Top Business Benefit of Mobile Commerce
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/9
28%
14%
14%
11%
9%
8%
6% 6%
4%
Figure 9
May 2013 19
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What is your highest priority in addressing mobile commerce?
10%
26%
23% 41%
Top Priority for Addressing Mobile Commerce
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/10
1Other
Adding loyalty programs, promotions and other marketing programs
to our existing mobile e-commerce page
Integrating mobile payments (Apple Passbook, Google Wallet)
to our mobile commerce sites/apps
Mobilizing our e-commerce Web page
Figure 10
May 2013 20
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What percentage of your IT budget will you invest in mobile commerce-specific programs in the coming 12 to 24 months?
6%
9%
10%
5%
9%
9%
9%
9%
26%
8%
Mobile Commerce Budget Allocation: IT
Base: 293 IT professionals involved or familiar with their organizations’ mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/11
1
Don’t know
20% or more
10% to less than 20%
6% to less than 10%
2% to less than 3%
3% to less than 4%
4% to less than 5%
5% to less than 6%
Less than 1%
1% to less than 2%
Figure 11
May 2013 21
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How does that budget allocation compare with 2012?
1%
34%
4%2%3%19%
37%
Change in Mobile Commerce Budget: IT
Base: 215 IT professionals allocating budget for mobile commerce programs Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/12
1Don’t knowNo budget in 2012
Down significantlyDown somewhat
About the same
Up somewhat
Up significantly
Figure 12
May 2013 22
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Compared with competitors in your industry, how would you rate your organization's mobile commerce efforts?
23%
7%7%
21%
42%
Mobile Commerce Efforts vs. Competitors: IT
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/13
1Far behind
Somewhat behind
Comparable
Far ahead
Somewhat ahead
Figure 13
May 2013 23
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What percentage of your total sales will be via mobile channels this year? Next year? In five years?
Percentage of Sales Via Mobile Channels
Base: 293 IT professionals involved or familiar with their organizations’ mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/14
R
This year Next year In 5 yearsLe
ss th
an 2
0%
20%
to 2
9%
30%
to 3
9%
40%
to 4
9%
50%
to 5
9%
60%
to 6
9%
70%
to 7
9%
80%
or m
ore
Don’
t kno
w
59%
36%
14%
8%18
%16
%
6%12
% 13%
3%5%
11%
1% 3%9%
1%2%
6%
0% 1% 2% 1% 1%6%
21% 22
% 23%
Figure 14
May 2013 24
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Do you have the following mobile commerce capabilities in place now?
52% 46% 2%
41% 55% 4%
34% 56% 10%
33% 62% 5%
Yes No Don’t know
Smartphone application
Tablet application
General site/application with integrated mobile payments
Mobile-specific e-commerce site
Base: 293 IT professionals involved or familiar with their organizations’ mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/15
R
Mobile Commerce Capabilities
Figure 15
May 2013 25
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Which platforms do you support now? Which will be supported by 2015?
77% 17% 6%
69% 28% 3%
42% 16% 42%
34% 43% 23%
13% 17% 70%
12% 17% 71%
Currently supported Will be supported by 2015 No plans to support
iOS
Android
BlackBerry
Windows Phone
Symbian
Other
Base: 293 IT professionals involved or familiar with their organizations’ mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/16
R
Platform Support
Figure 16
May 2013 26
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Did, or will, you build your mobile commerce systems in-house or outsource development?
9%
2%10%
25%
54%
Approach to Mobile Commerce System Development
Base: 293 IT professionals involved or familiar with their organizations’ mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/17
1
We white-labeled/will white-label an existing system
Don’t know
Mix of in-house and outsourced
Entirely in-house
Entirely outsourced
Figure 17
May 2013 27
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Did, or will, you build your commerce system using a mobile application platform?
38%
28%22%
12%
Use of Mobile Application Platform to Build Commerce System
Base: 293 IT professionals involved or familiar with their organizations’ mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/18
1
Don’t know
No
Yes, we used a mobile application platform
Yes, we will use a mobile application platform
Figure 18
May 2013 28
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Does the mobile application platform used to build your commerce system include commerce-specific features?
16%
59%25%
Commerce-Specific Features in Mobile Application Platform
Base: 172 IT professionals using, or planning to use, a mobile application platform to build their commerce systemsData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/19
1Don’t know
No
Yes
Figure 19
May 2013 29
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Using a scale of 1 to 5, where 1 is “not at all important” and 5 is “extremely important,” please rate the importance of these mobile commerce features.
Importance of Mobile Commerce Features
Note: Mean average ratingsBase: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/20
R
Site
sear
ch
Prod
uct i
mag
es
Abili
ty to
disp
lay f
eatu
red
prod
ucts
, spe
cial o
ffers
Chec
kout
capa
bilit
ies,
inclu
ding
exp
ress
chec
kout
Shop
ping
cart
Cust
omer
revi
ews
Click
-to-
call
Acce
ss to
loya
lty a
ccou
nts
Stor
e lo
cato
rs
Bar-
code
supp
ort
In-s
tore
ava
ilabi
lity c
heck
er
Price
com
paris
ons
Gift
regi
stry
3.7
3.7
3.5
3.3
3.3
3.3
3.1
3.1
2.9
2.9
2.9
2.9
2.2
1 No
t at a
ll im
port
ant
Extr
emel
y im
port
ant 5
Figure 20
May 2013 30
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Do you think current digital wallet (NFC, cloud) approaches are sufficiently secure?
21%
49%
30%
Digital Wallet Security
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/21
1
Don’t knowYes
No
Figure 21
May 2013 31
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How familiar are you with PCI Data Security standards for credit card processing?
12%
27%
23%
14%
24%
Familiarity With PCI Data Security Standards
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/22
1Not at all familiar
Slightly familiar
Extremely familiar
Very familiar
Moderately familiar
Figure 22
May 2013 32
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Now In 5 years
Which group do you see as taking the lead in mobile commerce now? Which will be in the lead in five years?
Mobile Commerce Leaders
Mobile device and OS vendors (Apple, Google, Samsung, Microsoft)
Banks and credit card issuers (Bank of America, Chase)
New/emerging players (Square, PayPal, Dwolla)
Mobile operators (AT&T, Verizon)
Other
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoptionData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/23
45%36%
22%24%
21%23%
10%12%
2%5%
Figure 23
May 2013 33
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What is the primary way you will make money with mobile commerce?
23%
19%
22%
8%4%
18%
4%
1%1%
Primary Means of Making Money With Mobile Commerce: Banking and Payments
Base: 201 banking and payments professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoption Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/24
1Don’t knowWe don’t expect to make money with mobile commerce
Partnerships with mobile commerce providers
Fees for processing transactions
Attract new and/or higher-net-worth customers
Shift customers to digital channels
Ability to offer new products/services
OtherRecover losses from
retail/traditional channels
Figure 24
May 2013 34
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How do you see the competitive mobile commerce landscape shaping up?
69%
13%
18%
View of Competitive Mobile Commerce Landscape
Base: 201 banking and payments professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoption Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/25
1This is a game changer; a few established institutions will thrive, but many
nontraditional players will eat away at the market
Some established financial institutions will establish
mobile practices, others will fail
Most established financial institutions will establish mobile practices
Figure 25
May 2013 35
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Compared with competitors in your industry, how would you rate your organization's mobile commerce efforts?
31%
17%5%2%
45%
Mobile Commerce Efforts vs. Competitors: Banking and Payments
Base: 201 banking and payments professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoption Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/26
1
Somewhat behind
Far behind
Comparable
Far ahead
Somewhat ahead
Figure 26
May 2013 36
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What percentage of your budget will you invest in mobile-specific programs in the coming 12 to 24 months?
5%
8%
8%6%
5%
9%
30%
9%
7%
13%
Investment in Mobile-Specific Programs: Banking and Payments
Base: 201 banking and payments professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy in place or a timeline for adoption Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/27
1
Don’t know
10% to less than 20%
20% or more
Less than 1%
1% to less than 2%
2% to less than 3%
3% to less than 4%
4% to less than 5%
5% to less than 6%
6% to less than 10%
Figure 27
May 2013 37
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How does that budget allocation compare with 2012?
21%
1%
4%
41%
4%
29%
Change in Mobile Commerce Budget: Banking and Payments
Base: 141 banking and payments professionals allocating budget for mobile commerce programs Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/28
1Don’t know
About the same
Up significantly
Up somewhat
No budget in 2012Down somewhat
Figure 28
May 2013 38
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What is the primary way you will make money with mobile commerce?
31%
5%
23%
11%
12%
14%
4%
Primary Means of Making Money With Mobile Commerce: Telecommunications
Base: 138 telecommunications professionals involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/29
1We have no plans to adopt mobile commerce
We don’t expect to make money with mobile commerce
Other
Providing hardware to implement mobile commerce
Fees for adding payments to bills
Fees for access to networks and billing infrastructure
As a trusted service manager
Figure 29
May 2013 39
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Do you support an open API program for developers?
51%
27%
22%
Support for an Open API Program
Base: 138 telecommunications professionals involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/30
1
Don’t know
No
Yes
Figure 30
May 2013 40
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How difficult is it for a typical partner to get a program approved?
22%
4% 6%3%
65%
Difficulty in Getting a Partner Program Approved
Base: 70 telecommunications professionals supporting an open API program for developersData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/31
1
Slightly difficultNot at all difficult
Moderately difficult
Extremely difficult
Very difficult
Figure 31
May 2013 41
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Which statement better describes your mobile commerce strategy?
19%
81%
Mobile Commerce Strategy: Telecommunications
Base: 138 telecommunications professionals involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/32
1
We’re extremely sensitive to the possibility of fraud impacting customers and prefer to let mobile commerce mature before jumping in
We’re willing to accept the risk of fraud to be on the cutting edge of mobile commerce innovation
and reap the rewards
Figure 32
May 2013 42
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What is the top hurdle that could prevent mobile commerce success?
17%
20%
23%
7%
6%
7%
10% 10%
Top Hurdle Preventing Mobile Commerce Success: Telecommunications
Base: 138 telecommunications professionals involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/33
1No perceived barriers to success
Other
We partnered too early, lack of flexibility — a walled-garden approach is unwieldy
Restrictions on amount of money that can be added to bills
Concerns over nonpayments
Government consumer protection rules too restrictive
We can’t charge a high enough keep rate
Uncertainty over whom to partner with
Figure 33
May 2013 43
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Is concern over carrying large balances hindering mobile commerce initiatives?
27% 32%
15%
26%
Impact of Carrying Large Balances on Mobile Commerce Initiatives
Base: 138 telecommunications professionals involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/34
1
Don’t know
No; we want to be a mobile commerce player, and that’s the cost of doing business
Somewhat; we have a dollar limit in mind
Yes; we’re not a credit card company
Figure 34
May 2013 44
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What is the top use of mobile payments in your network?
37%
11%
1%
37%
7%
7%
Top Use of Mobile Payments: Telecommunications
Base: 138 telecommunications professionals involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/35
1
We do not have mobile payment capabilities
Other
Mobile political givingMobile charitable giving
Vending machines
Small payments, such as Starbucks
Figure 35
May 2013 45
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Compared with competitors in your industry, how would you rate your organization’s mobile commerce efforts?
15%
12%
19%
10%
44%
Mobile Commerce Efforts vs. Competitors: Telecommunications
Base: 138 telecommunications professionals involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/36
1
Somewhat behind
Far behind
Comparable
Far ahead
Somewhat ahead
Figure 36
May 2013 46
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What percentage of your innovation budget will you invest in mobile-specific programs in the coming 12 to 24 months?
34%
6%5% 6%
6%
9%
9%
12%
9%
4%
Investment in Mobile-Specific Programs: Telecommunications
Base: 138 telecommunications professionals involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/37
1
20% or more
10% to less than 20%
6% to less than 10%
Don’t know
4% to less than 5%
5% to less than 6%
Less than 1%
1% to less than 2%
2% to less than 3%
3% to less than 4%
Figure 37
May 2013 47
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
How does that budget allocation compare with 2012?
7%
1%
38%
37%
4% 4% 9%
Change in Mobile Commerce Budget: Telecommunications
Base: 91 telecommunications professionals allocating budget for mobile commerce programs Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/38
1
About the same
Down somewhat
Down significantly
No budget in 2012 Don’t knowUp significantly
Up somewhat
Figure 38
May 2013 48
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
No m-commerce involvement Involved with m-commerce
How often do you make purchases with systems other than a check, credit card or cash?
Frequency of Using Payment Systems Other Than Check, Credit Card or Cash
Daily
Weekly
Monthly
Occasionally
Never
Base: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/39
3%10%
17%30%
22%16%
29%29%
29%15%
Figure 39
May 2013 49
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
No m-commerce involvement Involved with m-commerce
Do you bank using mobile?
Use of Mobile Banking
Yes
No
Base: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/40
51%63%
49%37%
Figure 40
May 2013 50
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
No m-commerce involvement Involved with m-commerce
What mobile banking transactions do you perform?
Mobile Banking Transactions
Check my account balance
Pay bills
Transfer money among accounts
Transfer money to friends and/or family
Make check deposits
Open accounts
Other
Note: Multiple responses allowedBase: 93 respondents not involved or familiar with and 344 involved or familiar with their organizations’ mobile commerce strategies using mobile bankingData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/41
89%87%
68%80%
64%76%
46%49%
37%45%
5%9%
4%2%
Figure 41
May 2013 51
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What mobile shopping capabilities do you use now, and which do you plan to use in the next 12 months?
45% 20% 35%
42% 27% 31%
16% 25% 59%
11% 10% 79%
9% 29% 62%
Use now Plan to use in the next 12 months Don’t use/plan to use
Buy using PayPal or similar services
Showrooming (comparing online prices while in a store)
Paid using a mobile phone, such as at Starbucks or Peet’s
Paid using Square or similar services
Used a digital wallet, like Google Wallet
Base: 181 respondents not involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/42
R
Use of Mobile Shopping Capabilities: No Involvement With Mobile Commerce
Figure 42
May 2013 52
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What mobile shopping capabilities do you use now, and which do you plan to use in the next 12 months?
58% 20% 22%
57% 18% 25%
21% 39% 40%
15% 26% 59%
15% 42% 43%
Use now Plan to use in the next 12 months Don’t use/plan to use
Showrooming (comparing online prices while in a store)
Buy using PayPal or similar services
Paid using a mobile phone, such as at Starbucks or Peet’s
Paid using Square or similar services
Used a digital wallet, like Google Wallet
Base: 548 respondents involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/43
R
Use of Mobile Shopping Capabilities: Involved or Familiar With Mobile Commerce
Figure 43
May 2013 53
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
No m-commerce involvement Involved with m-commerce
What mobile shopping capabilities do you use now, and which do you plan to use in the next 12 months?
Current and Future Use of Mobile Shopping Capabilities
Showrooming (comparing online prices while in a store)
Buy using PayPal or similar services
Paid using a mobile phone, such as at Starbucks or Peet's
Used a digital wallet, like Google Wallet
Paid using Square or similar services
Note: Percentages reflect a responses of “use now” or “plan to use in the next 12 months”; multiple responses allowedBase: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/44
69%78%
65%75%
41%60%
38%57%
21%41%
Figure 44
May 2013 54
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Who do you see as leaders in mobile commerce?
Mobile Commerce Leaders
Note: Three responses allowedBase: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/45
R
No m-commerce involvement Involved with m-commerceAm
azon
PayP
al
Goog
le
Squa
re
Mob
ile o
pera
tors
Appl
e Pa
ssbo
ok
Intu
it
Leve
lUp
Payd
iant
Tabb
edou
t
Dwol
la
Kuap
ay
Othe
r
Don’
t kno
w
55%
60%
55%
53% 54
%51
%
19%
24%
14% 17
%
14%
24%
5% 5%
1% 1% 1% 1%1%
0% 0%
2%
0% 0%
2% 3%
8%6%
Figure 45
May 2013 55
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What percentage of your day-to-day spending do you predict will happen via mobile commerce in the coming 12 months? In 24 months?
Percent of Spending Via Mobile Commerce: No Involvement With Mobile Commerce
Base: 181 respondents not involved or familiar with their organizations' mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/46
R
In 12 months In 24 monthsNo
ne
1% to
20%
20%
to 2
9%
30%
to 3
9%
40%
to 4
9%
50%
to 5
9%
60%
to 6
9%
70%
to 7
9%
80%
or m
ore
Don’
t kno
w
14%
9%
47%
27%
14%
23%
7%11
%
5%6%
2%9%
3% 2%
0%2% 1% 2%
7%9%
Figure 46
May 2013 56
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
What percentage of your day-to-day spending do you predict will happen via mobile commerce in the coming 12 months? 24 months?
Percent of Spending Via Mobile Commerce: Involved or Familiar With Mobile Commerce
Base: 548 respondents involved or familiar with their organizations’ mobile commerce strategiesData: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
R6800413/47
R
In 12 months In 24 months
None
1% to
20%
20%
to 2
9%
30%
to 3
9%
40%
to 4
9%
50%
to 5
9%
60%
to 6
9%
70%
to 7
9%
80%
or m
ore
Don’
t kno
w
13%
8%
42%
22%
16%
21%
9%14
%
7%9%
5%9%
2%5% 5% 5%
0%3%1%
4%
Figure 47
May 2013 57
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Which of the following best describes your role within your organization?
46%54%
Role Within Organization
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013R6800413/48
1
Non-IT executive, director, manager, staff, contractor or consultant
IT executive, director, manager, staff, contractor or consultant
Figure 48
May 2013 58
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Are you involved or familiar with your organization's mobile commerce strategies and/or practices?
24%
76%
Involvement With Mobile Commerce Strategies and Practices
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013R6800413/49
1No
Yes
Figure 49
May 2013 59
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Which of the following best describes your job title?
13%
11%
6%
11%
9%
24%
26%
Job Title
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013R6800413/50
1Other
Consultant
Line-of-business management
Non-IT executive management
Executive IT management (C-level/VP)
IT director/manager
IT/IS staff
Figure 50
May 2013 60
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Bank
ing
and
paym
ents
Com
pute
r man
ufac
ture
r (ha
rdw
are,
soft
war
e, p
erip
hera
ls, e
tc.)
Cons
ultin
g an
d bu
sines
s ser
vice
s
Educ
atio
n
Elec
tron
ics
Fina
ncia
l ser
vice
s/in
sura
nce
Fina
ncia
l ser
vice
s/se
curit
ies a
nd in
vest
men
ts
Gove
rnm
ent
Heal
thca
re/m
edica
l
Man
ufac
turin
g/in
dust
rial, n
onco
mpu
ter
Med
ia/e
nter
tain
men
t
Reta
il/e-
com
mer
ce (n
onco
mpu
ter)
Solu
tions
pro
vide
r/VA
R/e-
busin
ess i
nteg
rato
r
Tele
com
mun
icatio
ns/IS
Ps
Othe
r
What is your organization’s primary industry?
Industry
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013 R6800413/51
20%
5%
7% 7%
2% 2% 2%
5%
3%
5%
2% 2%
5%
18%
15%
Figure 51
May 2013 61
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Which of the following dollar ranges includes the annual revenue of your entire organization?
11%
5%
20%
11%
16%
6%10%
7%
14%
Revenue
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013R6800413/52
1Don’t know/decline to say
Government/nonprofit
$5 billion or more
$500 million to $999.9 million
$1 billion to $4.9 billion
Less than $6 million
$6 million to $49.9 million
$100 million to $499.9 million
$50 million to $99.9 million
Figure 52
May 2013 62
Previous Next
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y Table of Contents
Approximately how many employees are in your organization?
29%
7%
15%
18%8%
16%
7%
Company Size
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013R6800413/53
1
10,000 or more
1,000-4,999
5,000-9,999
Fewer than 50
50-99
500-999
100-499
Figure 53
SubscribeSubscribe
Newsletter
Want to stay current on all newInformationWeek Reports? Subscribe to our weeklynewsletter and never miss a beat.
May 2013 63
Previous
reports.informationweek.com
reports 2 0 1 3 M o b i l e C o m m e r c e S u r v e y
MOR
ELIKE THIS
Want More Like This?
InformationWeek creates more than 150 reports like this each year, and they’re all free toregistered users. We’ll help you sort through vendor claims, justify IT projects and implementnew systems by providing analysis and advice from IT professionals. Right now on our siteyou’ll find:
Research: 4G: Carriers, IT Pros Square Off: Exclusive research of 230 IT pros and 68 carriersproviding 4G services shows that while customers are pleased with service now, the futurelooks far less certain.
IT Pro Impact: HTML5: Remember when Netscape proclaimed the operating system irrele-vant? Had Microsoft not squashed the company by embedding Internet Explorer in Win-dows, that vision of the future may have already been realized. Still, better late than never.
Fundamentals: 5 Options for Mobile App Development: HTML5 and native aren’t the onlychoices when building mobile applications. Hybrid approaches may serve you better. Here’show to decide when to go native, when to go Web and when to split the difference.
PLUS: Find signature reports, such as the InformationWeek Salary Survey, InformationWeek500 and the annual State of Security report; full issues; and much more.
Table of Contents