comfort level of consumers, as well as the fact
that many onlme retailers still do not have fully
mobile Web sites or apps, and instead offer only
their standard Web pages to mobile users. Many
consumers feel the small screens on smartphones
prevent them from examining retail products
closely, and using a credit card with a smart»
phone is difficult. But this situation will change
in the next few years as mobile commerce equals
and exceeds desktop commerce. For certain
goods that the consumer is familiar with, for
sites that have an easy-to»use one»click shop»
ping capability, and for purchases of content like
books and movies, mobile purchasing can be convenient. Also, for local marketing, mobile is an
ideal platform for merchants to attract consum»
ers in the neighborhood. Restaurants, museums,
and entertainment venues are ideal candidates to
use mobile marketing aimed at local consumers.
What attracts users to mobile purchasing is the
ability to access product information now, find
deals, and buy all with the swipe of a finger.
But mobile is also good for introducing new product and building brand recognition, with sales taking place elsewhere and offline