Put the Shopper's World in a Pocket

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                       S t r a t e g y        S e s s i o n

                                Mobile E-Commerce:
                                Pu t t h e Sh o p p e r ’ s Wo r l d i n a Po c k e t
                                As purchases from mobile devices soar past $2 billion in
                                the U.S. alone, more than half the nearly 700 companies
                                we surveyed say they’re deploying mobile applications
                                on smartphones. If you want a piece of the burgeoning
                                mobile commerce business, you need to know which
                                technologies and strategies will serve your company
                                best. This report provides a guide.
                                                                      Mala Sarat Chandra




 Report ID: S2211110
                                                                                                         Mobile Commerce
A n a l y t i c s . I n f o r m a t i o n We e k . c o m




                                                           S t r a t e g y        S e s s i o n



                                 CO NTENT S                 3   Author’s Bio
                                                            4   Executive Summary
                                                            5   The Web Where You Want It
                                                           10   Cloud Cover
                                                           11   Mobile Web Sites
                                                           13   10 Page-Design Tips
                                                           14   Smartphone Applications
                   F




                                                           16   Native Apps
                   O




                                                           17   Mobile Commerce Components
                                                           18   Security and Regulations
                   E




                                                           19   Wrapup
                                                           21   Related Reports
                   L
                   B




                                                            5   Figure 1: Plans for Mobile Apps on Smartphones
                   A




                                                            7   Figure 2: Platform Use for Mobile Applications
                   T




                                                            8   Figure 3: Mobile Application Architecture
                                                           12   Figure 4: Viability of Web-Based Approaches for Mobile Applications
                                                           15   Figure 5: The Bondi Initiative Architecture
                                                           16   Figure 6: PhoneGap: Filling a Mobile App Dev Void


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                   2 February 2011                                                           © 2011 InformationWeek, Reproduction Prohibited
                                                                                                       Mobile Commerce
A n a l y t i c s . I n f o r m a t i o n We e k . c o m




                                                           S t r a t e g y        S e s s i o n




                                                                    Mala Sarat Chandra is founder of MyMobiLife, an enterprise
                                                                    mobility consultancy, and an adviser to vendor-neutral technolo-
                                                                    gy integrator TechnoDyne. Mala has a track record of innovation
      Mala Sarat
       Chandra                                                      and accomplishments in the telecom, mobile devices and enter-
       MyMobiLife                                                   prise industry segments. She has managed the development and
                                                           delivery of commercially successful consumer products, including the
                                                           MotoRazr, and helped create industry-changing enterprise software plat-
                                                           forms, such as J2EE.


                                                           In the past, Mala has held senior executive management positions at
                                                           Microsoft, Telcordia, Motorola, Sun Microsystems and Tandem Computers.




                   3 February 2011                                                         © 2011 InformationWeek, Reproduction Prohibited
                                                                                                        Mobile Commerce
A n a l y t i c s . I n f o r m a t i o n We e k . c o m




                                                           S t r a t e g y        S e s s i o n



                                     Executive Summary
                                                           Whether your business is art, books, music, apparel or expertise, even
                                                           the smallest companies can have an international clientele at their finger-
                                                           tips. And now, better mobile device security, convenience and user-experi-
                                                           ence features and increasing use of laptops, tablets and smartphones mean
                                                           it’s easy for your customers to comparison shop and make purchases from
                                                           anywhere there’s an Internet connection.

                                                           Although this trend is still in its early days, we expect it to grow signifi-
                                                           cantly over the next five years. A mobile commerce report released by ABI
                                                           Research last February estimates that by 2015, shoppers from around the
                                                           world will spend about $119 billion buying goods and services from their
                                                           mobile phones. In the U.S. alone, mobile shopping rose from $396 million
                                                           in 2008 to $1.2 billion in 2009, and was forecast to reach about $2.2 bil-
                                                           lion in 2010. In our recent InformationWeek Analytics Application
                                                           Mobilization Survey of 693 business technology professionals, 52% of
                                                           business technology professionals said their companies are currently
                                                           deploying mobile applications on smartphones.

                                                           This report addresses the strategic requirements and technologies available
                                                           to enterprises embarking on mobile commerce projects. Use it as a guide
                                                           to make the best decisions for your company.




                   4 February 2011                                                          © 2011 InformationWeek, Reproduction Prohibited
                                                                                                                 Mobile Commerce
A n a l y t i c s . I n f o r m a t i o n We e k . c o m




                                                            S t r a t e g y         S e s s i o n




                         The Web Where You Want It
                         Mobility vendors have made strides in overcoming technical limitations—notably, variations in
                         device capabilities, screen size and input mechanisms; multiple software platforms and API
                         sets; closed/proprietary operating systems; strict operator control of Internet content; and slow
                         network speeds. Most smartphones now have screens large enough to display Web sites well,
                         plenty of memory and processing power to run applications, and support for the 3G and Wi-Fi
                         networks that are ubiquitous in most developed countries. Thanks to advanced
                         HTML/CSS/JavaScript-capable browsers, smartphones do a good job rendering Web sites, even
                         those that have not been optimized for this form factor.

                         Mary Meeker, head of global technology research at Morgan Stanley, predicts that within five
                         years, mobile Internet users will outnumber desktop Internet users, and we tend to agree.
                         Nearly 60% of American adults accessed the Internet while on the go in 2009, using either

                        Figure 1


                                                              Plans for Mobile Apps on Smartphones
                              Is your organization currently deploying, or planning to deploy, mobile applications on smartphones?
                                  2010               2009

                              Yes
                                                                                                                                      52%
                                                                                                                    42%
                              No; but we plan to deploy mobile applications on smartphones within the next 12 months
                                                             11%
                                                             11%
                              No; but we plan to deploy mobile applications on smartphones in 12-24 months
                                                5%
                                                 6%
                              No; but we are considering deploying mobile applications on smartphones
                                                               13%
                                                                     18%
                              No; we have no plans to deploy mobile applications on smartphones
                                                                      19%
                                                                              23%
                               Base: 693 respondents in September 2010 and 
				
DOCUMENT INFO
Description: Whether your business is art, books, music, apparel or expertise, even the smallest companies can have an international clientele at their fingertips. And now, better mobile device security, convenience and user-experience features and increasing use of laptops, tablets and smartphones mean it’s easy for your customers to comparison shop and make purchases from anywhere there’s an Internet connection. This report addresses the strategic requirements and technologies available to enterprises embarking on mobile commerce projects.
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