Optimising E-commerce Strategies for MNOs
|出版商||Mobile Market Development Ltd||商品編碼||304676|
|出版日期||內容資訊||英文 48 Pages
The e-commerce industry has been experiencing double-digit growth in recent years and still offers plenty of room for growth with only a fraction of retail sales currently taking place online. Increases in internet penetration (often based on mobile broadband access) and an upsurge in smartphones ownership are driving new e-commerce growth and opening new revenue opportunities for MNOs.
In emerging markets such as India a growing middle class, comprising largely younger people equipped with a mobile phone and with more disposable income, is encouraging large scale investment in e-commerce businesses. In developed markets, browsing on mobile devices is extremely popular and, aside from playing a key role in influencing consumer choices in terms of in-store visits and purchases, is becoming a strategic shopping tool for online purchases.
In theory, MNOs have the opportunity to fulfil multiple roles in the e-commerce value chain, ranging from the basic development of own online store and digital content portals to the provision of managed retail solutions (inclusive of opt-in consumer lists for personalised promotions) and mobile wallet platforms. In practice, Mobile Market Development's analysis reveals a rather patchy level of engagement by mobile operators highlighting an absence of coherent e-commerce strategies.
In this report we look at the trends affecting the e-commerce industry and explore the multiple roles and different levels of engagement by mobile operators across different market environments. The report concludes with a set of recommendations aimed at helping MNOs optimise their e-commerce strategies with the ultimate objective of expanding new service revenues.