Convenience factor: Mobile, as a personal device, is always with the customer. Paying utility bills, transferring money, buying movie tickets or doing similar other transactions through a mobile phone is much more convenient.
Reach factor: Mobile phones, due to the unprecedented growth over the past 5 years, have achieved penetrations levels that are much higher than other channels such as wireline phones, Internet, PCs, cable television, bank accounts, etc. Mobile networks have penetrated into rural areas, where you don't have bank branches or Internet connections. This has opened up the possibility of offering services to the rural consumers over their mobile phones.
Additional channel: With increasing competition, businesses all over the world are finding out new and innovative ways to reach their customers. After evolving from traditional ‘brick and mortar' stores to virtual online stores that can be accessed over the Internet, retail companies are now offering mobile based shopping facilities to their customers.
3G services: With 3G networks expected to be rolled out in India over the course of next few months or so, the user experience for the use of data services over mobile phones is expected to improve significantly.
Data capable handsets: If we look at the pricing and availability of mobile handsets that are GPRS-enabled, then around 2-3 years ago, these would cost Rs 8,000 -10,000. Today, even low-end handsets that cost around Rs 2,500 are GPRS capable. The availability of data capable handsets at lower prices has enabled a wider user base to access data services on their mobile phones.
The potential for mCommerce is undisputed and many businesses are focusing on the mobile to bridge the gap with their customers. However, the growth has been slow to take off and we are yet to see mass adoption of mCommerce services.
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