m-commerce global status check 2012 · m-commerce status check 2012 research2guidance │ 2013...
TRANSCRIPT
m-commerce
Global Status Check 2012
The Status of m-commerce
Single User Licence
1st of Februar 2013
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Table of Contents 1. Preface................................................................................................................................ 3
2. Introduction ........................................................................................................................ 4
3. Current status of m-commerce .......................................................................................... 7
3.1. The reason why: What is the expectation behind .................................................... 7
3.2. How m-commerce apps are being managed today .................................................. 9
3.3. Most used mobile platforms, features and payment methods ................................ 10
3.4. Reach of m-commerce solutions (downloads and users) ....................................... 13
3.5. m-commerce budgets and revenues ....................................................................... 15
3.6. m-commerce outlook 2017 ..................................................................................... 16
4. The followers: What companies plan to do ..................................................................... 18
5. Appendix .......................................................................................................................... 22
5.1. The survey methodology ........................................................................................ 22
5.2. About research2guidance ...................................................................................... 24
List of Figures .......................................................................................................................... 25
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1. Preface
research2guidance is a specialist research organization that focuses on providing insights
into mobile market developments. Our aspiration is to provide business leaders with
guidance and a fact-base that will assist them in better understanding the most important
trends shaping mobile markets today.
This report gives a short summary of the m-commerce global survey that was conducted in
the summer of 2012.
To access additional research documents on the smartphone applications market, please
visit http://www.research2guidance.com/. research2guidance offers different content and
format options to provide you with the information that you need.
A. Reports: Our reports explore the major trends and developments affecting the
market in detail. Separate research papers cover both the entire market, as well as
concentrating on specific parts of it. The reports contain key insights for companies
looking to enter or deepen their engagement in the mobile applications market,
providing data and analysis on all relevant aspects of the market to ease investment
decision-making.
B. Ready-to-use results (1-50 Power Point pages): Take advantage of our broad
selection of Power Point presentation slides by selecting specific content that can
easily be downloaded and incorporated into your presentations.
C. Research projects: Projects are tailored specifically to address your mobile
application market information needs. Examples of projects include: developer
surveys, mobile application strategy definition, and competitor and country analysis.
As with all research2guidance projects, the research behind these reports has not been
commissioned or sponsored in any way by any business, government, or other institution.
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2. Introduction
Mobile Commerce (m-commerce) is on the rise: more online merchants are joining the
quickly expanding market, more m-commerce applications are being published, and more
people are turning to their mobile devices to make speedy and usually simple transactions.
m-commerce is hyped, but what is the real status?
m-commerce, for the purpose of this report, is defined as any commercial transaction that is
made with the help of a mobile webpage or application.
This report examines the current status of m-commerce, by providing answers to top 20
questions of m-commerce today:
1. The rational: Why do companies invest in m-commerce and what do they
envision the role of m-commerce will be in 5 years.
2. The status of acceptance: The number of m-commerce applications is being
published per active company.
3. The experience level: The experience level in number of years that companies
today have with this new channel to the customer.
4. The typical m-commerce budget: The budget that companies spend on m-
commerce applications today and the planned budget in the near future.
5. The staff needed: How many employees are necessary to manage m-commerce
solutions per company.
6. The outsourcing level: To what degree companies rely on outsourced capacities
or white label solutions for their m-commerce applications.
7. The technology preference: Whether native or web based applications are
preferred by m-commerce vendors.
8. The platform preference: To what degree secondary mobile platforms like
BlackBerry or WP7 are being used by m-commerce companies.
9. The device preference: To what extent companies tailor their m-commerce
application for tablets, smartphones or other devices like feature phones or
game consoles.
10. The preferred functional features: What are the main functional features like
social network integration that are being incorporated into an m-commerce
application.
11. The preferred payment methods: Which payment methods e.g. credit card or
operator billing are being preferred by mobile shop owners.
12. The download numbers: The number of downloads m-commerce application
generate.
13. The generated revenue: The revenue mobile shops generated in 2010, 2011 and
2012(e).
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14. The share of mobile business: Mobile sales as a percentage of total online sales
today and in the next five years.
15. The reach of active users: How many users mobile shops have.
16. The products that are offered most on mobile: Type of products sold through m-
commerce applications.
17. The projection for the future: Mobil shop owners projection of m-commerce
revenue in 2017.
18. The revenue share of m-commerce: The share of m-commerce revenue has on
total e-commerce revenue for 2010, 2011 and 2012 (e).
19. The differences between m-commerce leaders and followers: The way today’s
non-active companies view the market and how this view differs from that of m-
commerce practitioners.
20. The key learnings: What companies would do differently again, based on their
experiences in the market.
The status report is based on the results of a global online survey conducted in Q3/Q4 2012.
More than 600 companies have provided insights on how they make use of the mobile
channel to sell goods.
The following table gives an extract of participating companies.
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The m-commerce status report is a benchmark for all online retailers, mobile first shop
runners and companies that plan to sell products with the help of a mobile application.
012 Smile Grizzly Analytics Panlogic
3Cinteractive Harvad Alumni Park84.net
Ahoy Health Startup Europe PerfectStorm Media
Amiando Hf consulting Proaxia Consulting
AppCarousel Hilton Qbuy
ArwoConsult Hunkemoller RDZ Media Group
Associated Integrated Marketing iCrossing Reactive
Association for Computing Machinery Iddon Agenda RECHTSANWALTSKANZLEI
Atosho IG Reloop
ATT iiNet Rosner GmbH
Bambinoworld Incelligence Sapient
Be Digital Now informa Sisma Capita Group
bemoko Istituto Superiore Mario Boella Sixpack mobile applications
Bluelight Partners IT BizFlow Socket mobile
BTD Group ITgma SponsorPay
Business to You Keypoint Technologies Spyder
Bwin party Komli Media Startapp
Cablevisión Fibertel Komli Media StateofAppiness
Carat Content LBI Sybase
CareerCafe’ Life Wire Tata Group
Cherry Media Markenbildung Telefonica
Cidway mDiagnostica Telenet
Colderice MedHand International AB Tellmemore
Commonsense Advisory Medien System Haus Tempos 21
Comviva Medtronic Test.de
Convisual Meteda The Luciano Group
Creacciones mHealthsys The Wollen Group
Davidoff Michael Page Timwe
Deutsche Telekom Mob4Hire Todacell
Diligent. Mobidia Top Toy
Dimagi Mobile Backstage touchGrove
Dr. Walter Wintersteiger Mobile Fashon Shop TRIFORK
DST output Mobile Strategy Uhopper
DZEN interaktiv Mobile zeitgeist Understanding eCommerce
eCommera mobileweb company United Bank Limited
Elisa Mobmendit.com Unwiredplaza
Empirical Media Moma UOL
Ericsson Multiace VenistaVentures
ETRONIKA Ndot Walgreens
Eurofides Neckermann.de GmbH Web.de
Everbridge NeuralDiagnostic Webgistix
F.biz NicheCommerce wePutUonline
Fantastic 1 Nimbuzz! Wima
Fit4 market One stop webshop WSI
Fuel OptiMedis AG XMI Pte Ltd
Gemina Technologies Oriental Trading - Yoc
GMX P3 group Youda Games
Go Accomplish Paidthx YQBahrain
GRANDE Communication PamConsult Zooz
Participants to the mCommerce Survey 2012
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3. Current status of m-commerce
The status of m-commerce is best described by the number of m-commerce solutions
offered, the reach of these solutions, the revenue that has been garnered and the budget
that is being allocated to maintain and develop m-commerce apps and mobile web pages.
3.1. The reason why: What is the expectation behind
The majority of companies view the mobile channel as an add on, not as a replacement of
existing channels to their customers. Companies that adopt m-commerce do so to either to
open up a new sales channel or to be able to reach a new segment of customers. By utilizing
m-commerce, companies reach mobile interested individuals and entice them with their
products. One third of the companies went mobile because they wanted to be one of the
first or because their customers have asked for mobile access to the shop.
Figure 1: Reasons that lead companies to adopt m-commerce
The “it is an additional channel” view does not change for the long term perspective. The
majority (55,3%) of companies invested or will invest in m-commerce because they think “it
will be an important channel of sales, but only for specific target groups” in five years time
in their field of business. Nevertheless a large share (33,4%) of companies assume mobile
will become the main channel or it will even replace all other channels in 5 years time. Only
a minority expects that mobile shops will only remain a niche channel.
1,2%
8,6%
33,3%
33,3%
38,9%
52,5%
54,9%
0% 10% 20% 30% 40% 50% 60%
Don't know
Something else
To be "on the edge"
Our customers desired a mobile channel
It was necessary to remain competitive
It enables us to reach new target groups
It is an additional channel of sales
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Figure 2: Relevance of m-commerce in five years time
The majority of the mobile active companies have published more than one mobile
shopping app. This is mainly due to the multi-platform strategy which became almost
mandatory. 37% of the companies that use m-commerce offer 1-2 solutions whereas almost
one third offer 7 or more m-commerce solutions. Companies that offered a singular app
designed for different platforms were considered to have multiple solutions. Companies
that. For instance, an app that works on both Android and iOS is treated as two apps.
Figure 3: Number of m-commerce solutions currently used by companies
Over 30% of the m-commerce leaders (companies active in m-commerce) have been
engaged with m-commerce for three or more years. Three years represent already a
longtime in a market which dates back only 4,5 years. It is not surprising that these early
birds have on average twice as many m-commerce solutions compared to the latecomers.
The majority of today’s mobile shop operators launched their first solution after 2010.
1,7%
2,0%
7,7%
11,7%
21,7%
55,3%
Don't know
Something else
It will remain a rather insignificant channel of sales
It will practically replace all other channels of sales
It will be the main channel of sales for most businesses
It will be an important channel of sales, but only for specific target groups
18,9% 18,4% 19,8%
6,6%
29,2%
7,1%
0%
5%
10%
15%
20%
25%
30%
35%
1 2 3-4 5-6 7 or more Don't know
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Figure 4: Number of years leaders have been using m-commerce solutions
3.2. How m-commerce apps are being managed today
A typical m-commerce department is made up of 2-4 employees. An m-commerce operation
run by a single individual is uncharacteristic. Nearly 23% of companies have more than 10
people working under their m-commerce wing. This reflects the fact that the know-how
needed to develop and manage m-commerce solutions is too broad for just one person.
Figure 5: Number of people in charge of m-commerce at companies
The majority of m-commerce solutions are being developed in-house. Outsourcing is
preferred by only 14,8%. White label solutions like Shopgate that allow can develop a
mobile shop within a few days are being preferred by almost 13%. Development leads as
the choice of method for m-commerce solution developments.
11,4% 11,4%
17,1%
23,2%
32,2%
4,7%
0%
5%
10%
15%
20%
25%
30%
35%
Less than six months
More than six months
1 year or more 2 years or more 3 years or more Not sure / don't know
11,2%
40,3%
18,0%
22,8%
7,8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
1 2-4 5-10 More than 10 Don't know
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Figure 6: Method used to develop companies’ m-commerce solution (degree of outsourcing)
Companies tend to build up their know-how internally. One reason is the strategic relevance
today’s mobile shop operators attach to the mobile channel (see figure 1).
3.3. Most used mobile platforms, features and payment methods
The general discussion around HTML 5 and native application as a core concept for the
technical platform of a mobile solution also exists amongst mobile shop operators. The
majority of today’s mobile shops are built around a web kernel wrapped in a native frame,
meaning that they make use of web and native programming technologies. SMS and MMS
technologies are mainly used for alerts and payment solutions.
Figure 7: Technology platforms of m-commerce solutions
61,2%
14,8% 12,9% 7,7%
3,3%
0%
10%
20%
30%
40%
50%
60%
70%
In-house development
A specialized mobile web developer
White label platform
Other Not sure / don't know
76,0%
60,5%
36,5%
11,0%
2,0% 4,5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Mobile Web Native App SMS/MMS Something else None of these Not sure / Don't know
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IOS and Android are the most widely supported mobile operating systems when it comes to
running m-commerce apps. Windows Phone ranks third, preceding RIM Blackberry by a
narrow margin. Former world leading smartphone operating system Symbian only counts
for 25% of all mobile shopping applications. BADA (by Samsung) still is a niche technology.
Figure 8: Mobile operating systems supported of m-commerce apps
Smartphones and tablets are the major targets of m-commerce solutions. Considering that
cell phones are one of the few things that almost never leave their owners’ sides, it’s fitting
that smartphones are the most targeted devices. Furthermore, since there are more people
who own smartphones than tablets, e-readers or game consoles, it’s sensible that 96% of
companies have m-commerce solutions that run on smartphones. Although feature phones
account for a larger share of mobile phone circulation, they are only addressed by 26% of
today’s mobile shops specifically.
Figure 9: Devices targeted by m-commerce solutions
Mobile shops today do not only offer product descriptions and allow financial transactions,
but rather they make use of device embedded technologies like cameras (QR code reader)
or GPS (store finder). Social media integration is the feature that mobile shopping
85,8% 84,2%
37,5% 35,8%
25,0%
12,5% 4,2%
0%
20%
40%
60%
80%
100%
Android iOS (Apple) Windows Phone
RIM (BlackBerry)
Symbian Samsung Bada
Others
96,0%
74,0%
26,0%
12,4% 6,2% 4,5%
0%
20%
40%
60%
80%
100%
120%
Smartphones Tablets Feature cell phones e-readers Game consoles Others
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applications incorporate the most (42%). Augmented reality is being used only within a
minority (12,3%) of today’s mobile shops.
Figure 10: Applied features within m-commerce solutions
Credit card payment is the most popular payment mechanism (75%) followed by direct
debit (52,8%) and mobile wallets/pre payment (50%). The classical mobile content billing
methods like SMS (33%) or operator billing (30%) are still relevant in today’s mobile
shopping. Proximity payment has been adopted by a surprisingly high share of m-commerce
solutions (47,2%) despite the fact that by 2012 only a reasonable amount of capable devices
had been released. The majority of mobile shops offer 3-4 different payment methods
today.
Figure 11: Payment mechanisms offered in m-commerce apps
12,3%
16,7%
16,7%
17,3%
18,5%
22,8%
24,1%
24,7%
25,3%
27,8%
28,4%
29,6%
30,9%
31,5%
32,7%
33,3%
42,0%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Augmented reality shopping
In-store navigation
Something else
Price comparison
Mobile ticket delivery
PoS (Point-of-Sales) payment
Mobile banking
Video display of products
Store finder
Couponing
Loyalty schemes
Location-based offers
Offering discounts and special deals
QR / Barcode scanner
Remote payment
Product reviews
Social network integration
5,6%
8,3%
27,8%
30,6%
33,3%
47,2%
50,0%
50,0%
52,8%
75,0%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Payment through MMS
Something else
Payment per invoice
Operator billing
Payment through SMS
Proximity payment
Mobile merchant solution
Mobile wallet app / web site
Direct debit payment
Credit card payment
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Similar to the initial years of e-commerce, virtual goods (music, software etc.) are the most
widely offered m-commerce solutions (39,9%). Services (e.g. call a taxi, translations) are
being offered by 22,6 of today’s mobile shops. Physical goods (e.g. nutrition, clothing) rank
fourth, offered by 15,9 %.
Figure 12: Types of products companies offer most through their m-commerce solution(s)
3.4. Reach of m-commerce solutions (downloads and users)
The reach is defined by the number of downloads or active users. 19% of m-commerce apps
are top sellers with 2 million or more downloads. As with all applications there is also a
“long tail” of apps that do not generate these high download numbers although almost
100% of today’s shopping applications are free for download. The majority (39,7%) of
shopping applications accumulate less than 100.000 downloads from the release date.
39,9%
22,6%
17,8% 15,9%
3,8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Virtual goods Services Something else Physical goods Don't know
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Figure 13: Total number of downloads achieved by m-commerce apps
The number of active users is defined as returning users an m-commerce solutions has. The
active user number is smaller than the download number. This reflects the fact that pure
mobile web shops attract fewer visitors than their native counterparts. Secondly, even in
native application with high reach (high downloads), returning user share is reported to be
less than 50% on average. Nevertheless, more than 25% of today’s mobile shops have
100.000 or more returning shop users. A great share (44%) instead must build their business
models around 10.000 or less returning users.
Figure 14: Total number of active users m-commerce per company
7,8%
14,7%
17,2%
12,1%
3,4%
19,0%
25,9%
0%
5%
10%
15%
20%
25%
30%
25,4%
18,6%
13,0% 11,3%
14,1%
17,5%
0%
5%
10%
15%
20%
25%
30%
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3.5. m-commerce budgets and revenues
The budget spent on developing and operating m-commerce solutions varies significantly.
13,2% of mobile shopping operators spent upwards of US$ 1 Mio. in 2012. On contrary, the
budget of almost one third of companies is less than US$ 20.000. Budgets tend to increase
slightly from 2011 to 2012.
Figure 15: m-commerce budget for 2011 and 2012 (US$)
The relative low budget did match with the revenue m-commerce solutions generated in the
early days in 2010. A great part (40,6%) of the mobile shops made a turnover of less than
US$ 100.000. Some mobile shops have made more than US$ 1 Mio., but their share was
relatively low (14,4%). The share of “plus US$ 1 Mio. mobile shops” has increased since
then, reaching 31,4 % in 2012 (estimated).
23,4%
7,3% 8,0% 7,3% 9,5%
7,3% 6,6%
30,7%
14,7%
10,3%
6,6% 6,6% 8,8%
9,6%
13,2%
30,1%
0%
5%
10%
15%
20%
25%
30%
35%
2011 2012
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Figure 16: Generated revenue from m-commerce in 2010, 2011 and 2012 (US$)
3.6. m-commerce outlook 2017
The following forecasts of mobile shop operators are based on the growth in the previous
years. 46,5% of today’s companies that sell products and services of the mobile channel plan
to make more than US$ 1 Mio. in 2017. The share of shops that plan to generate more than
US$ 10 Mio. will almost triple. The category share of US$ 51 – 100 Mio. will grow six fold
compared to 2012 numbers, and the number of plus US$ 100 Mio. mobile shops will more
than double in 4-5 years time.
Figure 17: Expected revenue from m-commerce for 2017
40,6%
7,5% 7,5%
3,8%
0,8% 0,0% 2,3%
37,6%
31,3%
11,5%
7,6% 7,6%
3,1%
0,0% 1,5%
37%
24,4%
14,5% 13,7%
8,4%
5,3%
1,5% 2,3%
29,8%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
40,0%
45,0%
<100k 100k-1 Mio. 1 - 5 Mio. 6 - 10 Mio. 11 - 50 Mio. 51 - 100 Mio.
>100 Mio. not disclosed
2010 2011 2012
10,7% 12,2%
8,4% 8,4%
13,7%
10,7%
5,3%
30,5%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
<100k 100k-1 Mio. 1 - 5 Mio. 6 - 10 Mio. 11 - 50 Mio. 51 - 100 Mio.
>100 Mio. not disclosed
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The growing importance of the mobile channel is also reflected in its increasing share of the
total e-commerce revenue. In 2012, the majority (44,7% of disclosing companies) of mobile
shops contributed less than 5% to the total e-commerce turnover. In 2017, the majority
(52,3% of disclosing companies) of mobile shops will contribute more than 10% to the total
revenue. 9,8% of mobile shops will even contribute 100% of total e-commerce.
Figure 18: Share of m-commerce of total e-commerce revenue 2012 and 2017
m-commerce companies have an optimistic view on how the performance of the mobile
channel will evolve over the next 4-5 years. There are things that they would do differently
in the future than they have done in the past. Putting more emphasis on marketing and
adding more functionality right from the beginning are the most prominent lessons learnt.
All other lessons such as “commit more IT resources” or “choose a different OS” play a
minor role. 16,5% of all mobile shop operators is happy with the way the initial launches
worked and would not change anything.
27,3%
17,4%
5,3%
2,3%
5,3%
8,3%
5,3%
28,8%
8,3%
5,3% 6,1%
15,2%
12,1%
15,2%
9,8%
28,0%
0,0%
5,0%
10,0%
15,0%
20,0%
25,0%
30,0%
35,0%
Less than 1%
2-5% 6-10% 11-25% 26-50% More than 50%
All of it (100%)
Don't know
2012 2017
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Figure 19: Things companies would have done differently if they were launching their m-commerce solution today
4. The followers: What companies plan to do
Despite the hype around m-commerce and the initial success of a few companies, which
have been covered in the press, the vast majority of companies still do not have a mobile
commerce solution. This will change, but with moderate speed. 48,6% of those non-active
companies still has no plans to launch a m-commerce channel. On the other side, 35% are
ready to start, and plan to launch within 6-12 months.
Figure 20: Companies’ plans to introduce m-commerce solution
Those who plan to enter into m-commerce seem to rely more on external resources than
the present market leaders do. The share of companies that will make use of white label
4,9%
8,5%
11,0%
11,6%
11,6%
14,6%
16,5%
20,7%
36,6%
37,8%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Something else
Reduce features/functionality
Choose a different OS
Use a white label solution
Don't know
Provide better customer support
Nothing, everything worked fine
Commit more IT resources to it
Invest more in marketing
Add more features/functionality
16,8%
31,8%
16,4%
18,2%
16,8%
0% 5% 10% 15% 20% 25% 30% 35%
Not sure / Don't know
No, not in the near future
Yes, in the next two-three years
Yes, in the next year
Yes, in the next six months
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solutions and outsourced developers are almost double (48%) as the already active
companies (27,7%). Followers tend not to rely on internal resources (28% versus 61,2% for
leaders).
Figure 21: Companies’ choice of method for developing their m-commerce platform
Similar to the established m-commerce players, new entrants identify social network
integration as an important feature that should be included in m-commerce solutions. Other
features that are well suited for instant use on the go are deals and couponing.
Figure 22: Features planned to be included in m-commerce solutions
11,5%
13,0%
13,7%
17,6%
18,3%
21,4%
22,1%
22,9%
24,4%
26,7%
29,8%
30,5%
31,3%
32,1%
32,8%
34,4%
35,1%
56,5%
0% 10% 20% 30% 40% 50% 60%
None of these
Something else
Augmented reality shopping
Price comparison
In-store navigation
Mobile ticket delivery
Mobile banking
PoS (Point-of-Sales) payment
Video display of products
Store finder
Location-based offers
QR / Barcode scanner
Loyalty schemes
Product reviews
Remote payment
Couponing
Offering discounts and special deals
Social network integration
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As with the leaders, the new entrants believe the credit card payment system to be a major
component of payment mechanism, with 73% of companies planning to offer it as an
alternative means of payment.
Figure 23: Payment mechanism followers plan to include in their m-commerce solution
Smartphones and tablets are the main devices that are being targeted with planned m-
commerce services. Followers plan to pay more attention to tablets compared to their
leader counterparts. Other devices do not play a significant role in their future plans.
Figure 24: Targeted devices of m-commerce followers
Companies planning to enter into m-commerce intend to use Mobile Web and Native App
as the two major platforms for their solutions. Mobile web is the preferred option as most
0,0%
10,0%
13,3%
26,7%
30,0%
33,3%
46,7%
50,0%
60,0%
66,7%
73,3%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Something else
Don't know
Payment through MMS
Payment per invoice (invoice filled out online)
Operator billing (amount is added to monthly bill)
Payment through SMS
Mobile merchant solution
Proximity payment
Direct debit payment
Mobile wallet app / web site online payment
Credit card payment
50,2%
42,9%
7,7% 4,7% 3,9% 3,0%
0,4% 3,0%
0%
10%
20%
30%
40%
50%
60%
Smartphones Tablets Feature cell phones
Game consoles
e-readers Others None of these
Don't know
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of the companies want to reuse existing web shops in an attempt to reduce maintenance
effort. There are no big differences between followers and leaders.
Figure 25: Technology platforms followers plan to use for their m-commerce solution
Similar to the preference of the leading companies, Android and iOS are the leading
platforms for future native m-commerce app developments. Windows Phone is also on the
list, which reflects the promises Microsoft is making with its new operating system WP8.
Figure 26: Mobile operating platforms that will be supported by followers’ m-commerce apps
The former smartphone market leader RIM is seen as a platform that must be served if a
company wants to make sure that it reaches all of its potential customers, but it is clearly
fourth choice for native m-commerce apps.
76,6%
57,8%
26,6%
4,7% 0,8%
11,7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Mobile Web Native App SMS/MMS Something else None of these Not sure / Don't know
91,8% 90,4%
43,8%
35,6%
15,1% 9,6%
1,4% 4,1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Android iOS (Apple) Windows Phone
RIM (BlackBerry)
Symbian Samsung Bada
Others Don't know
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5. Appendix
5.1. The survey methodology
The m-commerce survey conducted by research2guidance in summer 2012 had a pool of
602 respondents. Over 47% of the respondents were companies and firms with an
employee range of 1-50 people. The USA claims the lion’s share of respondents’ country of
origin at 23%, followed by India and Central Europe.
Figure 27: Survey participants by country
Other countries include: Afghanistan, Albania, Antigua and Barbuda, Argentina, Austria,
Bahrain, Bangladesh, Belgium, Brazil, Bulgaria, Canada, Chile, China, Colombia, Croatia,
Denmark, Ecuador, Egypt, Finland, Ghana, Greece, Hungary, Indonesia, Ireland, Italy, Japan,
Kenya, Kuwait, Latvia, Lithuania, Macedonia, Malaysia, Mexico, New Zealand, North Korea,
Norway, Pakistan, Panama, Philippines, Poland, Romania, Russia, Singapore, Slovakia, South
Africa, South Korea, Sri Lanka, Sweden, Switzerland, Taiwan, Thailand, Turkey, Uganda, UAE
and Vietnam.
The IT/Services/Software industry represents the largest share of the survey respondents,
standing at a quarter of the total pool.
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Figure 28: Respondents by industry
8,0%
0,0%
0,0%
0,0%
0,2%
0,2%
0,4%
0,6%
0,6%
0,8%
1,6%
2,2%
2,8%
3,8%
5,0%
6,0%
7,2%
9,4%
11,4%
14,8%
25,1%
0% 5% 10% 15% 20% 25% 30%
Other
Mechanical Engineering
Construction
Catering (food) industry
Logistics/ Cargo transport
Law
Automotive
Energy/ Public Utilities
Audit/ Accounting
Non-Profit
Travel / Tourism
Consumer goods
Chemical/ Pharmacy/ Healthcare
Banking/ Insurance
Electronics/Technology
Retail
Media
Telecom
Consulting/ Agency
Internet
IT/ Services/ Software
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5.2. About research2guidance
research2guidance is a market intelligence and consultancy company specializing in the
mobile apps market.
Our service offerings
Reports and PowerPoint slide-sets: market insights on selected topics
Bespoke research: custom-made research for your individual needs
Knowledge center: a subscription to a wealth of data, analyses, profiles, and
daily news and opinions
Consulting services: projects tailored to assist you in developing your mobile
strategy
Our monitoring analyst team
Ralf-Gordon Jahns
Ralf is the Managing Director of
research2guidance. He has
worked for more than 17 years
in the telecom and media
industry. Prior to
research2guidance he worked as
a partner for Capgemini
Telecom Media & Networks.
Ralf is a frequent keynote
speaker on mobile industry
events, publisher of a multitude
of mobile market reports and
executive consultant of more
than 30 clients in the telecom
and media industry.
Zekarias Assefa
Zekarias is a Research Analyst at
research2guidance. He has
studied Global Economics and
Management at Jacobs
University. He has previously
worked as Data Analyst for the
Bremen Graduate School as well
as a Marketing Analyst and as a
Data Management Assistant at
BaseCase Management and
ResearchGate. He was the
project manager of the global
m-commerce survey and
participated in the m-Health and
in-app advertisement projects of
research2guidance.
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List of Figures
Figure 1: Reasons that lead companies to adopt m-commerce ................................................ 7
Figure 2: Relevance of m-commerce in five years time ............................................................. 8
Figure 3: Number of m-commerce solutions currently used by companies ............................... 8
Figure 4: Number of years leaders have been using m-commerce solutions ............................ 9
Figure 5: Number of people in charge of m-commerce at companies ...................................... 9
Figure 6: Method used to develop companies’ m-commerce solution (degree of outsourcing)
.................................................................................................................................................. 10
Figure 7: Technology platforms of m-commerce solutions ...................................................... 10
Figure 8: Mobile operating systems supported of m-commerce apps .................................... 11
Figure 9: Devices targeted by m-commerce solutions ............................................................. 11
Figure 10: Applied features within m-commerce solutions ..................................................... 12
Figure 11: Payment mechanisms offered in m-commerce apps .............................................. 12
Figure 12: Types of products companies offer most through their m-commerce solution(s) . 13
Figure 13: Total number of downloads achieved by m-commerce apps ................................. 14
Figure 14: Total number of active users m-commerce per company ...................................... 14
Figure 15: m-commerce budget for 2011 and 2012 (US$) ...................................................... 15
Figure 16: Generated revenue from m-commerce in 2010, 2011 and 2012 (US$) .................. 16
Figure 17: Expected revenue from m-commerce for 2017 ...................................................... 16
Figure 19: Share of m-commerce of total e-commerce revenue 2011 and 2017 .................... 17
Figure 20: Things companies would have done differently if they were launching their m-
commerce solution today ......................................................................................................... 18
Figure 21: Companies’ plans to introduce m-commerce solution ........................................... 18
Figure 22: Companies’ choice of method for developing their m-commerce platform ........... 19
Figure 23: Features planned to be included in m-commerce solutions .................................. 19
Figure 24: Payment mechanism followers plan to include in their m-commerce solution ...... 20
Figure 25: Targeted devices of m-commerce followers ........................................................... 20
Figure 26: Technology platforms followers plan to use for their m-commerce solution ......... 21
Figure 27: Mobile operating platforms that will be supported by followers’ m-commerce
apps .......................................................................................................................................... 21
Figure 28: Survey participants by country ............................................................................... 22
Figure 29: Respondents by industry ......................................................................................... 23