Mobile commerce adoption is being slowed by numerous issues

The RetailNet Group, an advisory firm focused on the retail industry, recently attended the Money2020 conference in Las Vegas, Nevada, where it shed some insight on the trends emerging in the mobile space. At the conference, the firm helped raise awareness of the problematic issues that exist within the mobile space, especially where retailers are concerned. Some of these issues are slowing the adoption of mobile commerce among consumers and are making people leery of marketing initiatives that leverage geotagging and other such location-based technologies.

In-store applications lack traction with consumers

When it comes to mobile commerce, many retailers have been working to promote a wide range of applications that can be used in stores. According to the RetailNet Group, these applications are somewhat popular when they are first released, but more than a quarter of these applications are downloaded once and never used beyond that point. In the U.S., retailers are struggling to find traction with consumers when it comes to using these applications, but these applications have become a resounding success in China, where mobile commerce has established a strong foothold among consumers. The firm suggests that the applications that show the most promise are “scan and go” apps that allow consumers to skip lines at checkout.

Geotargeting considered problematic by many people

Geotargeting is becoming relatively popular in the mobile space. Location-based services hold a great deal of promise for marketers and their ability to develop engaging campaigns, but many geotargeting initiatives are being considered somewhat invasive by consumers. The RetailNet Group suggests that many of these initiatives are acquiring information about consumers even without appropriate permission. The firm claims that people, in general, do not favor their information being acquired by companies and organizations without their permission.

Google struggles on the mobile commerce front

On the mobile payments front, Google continues to struggle with engaging consumers through its Wallet platform. The firm suggests that many people do not consider Google to be a mobile commerce company. As such, they show little interest and confidence in Google’s capabilities in the mobile commerce field. Google is, however, doing quite well in terms of e-commerce, providing retailers with innovative ways to engage the mobile crowd.

Mike Abbot presented the future of this smartphone based program.

Money2020 was stirring with the latest mobile payments news that was released by the Isis smartphone based wallet through the presentation made by its CEO, Mike Abbott.

The primary focus of the presentation was that the service makes paying simple, secure, and smarter.

The central element of the Isis mobile payments wallet is that a user is able to add a multiple credit cards into this digital service, and that each of these cards can be accessed through a single password or pin. Moreover, the type of card that can be added to the wallet is not limited to credit.

This mobile payments service also holds loyalty cards and opportunities for discounts and offers.

For example, beyond the loyalty cards that allow for points collection and redemption, for example, this mobile payments service also gives users the ability to receive and store coupons and deal offers that can be redeemed in store.

The mobile payments wallet is based on technology referred to as Smart Tap. This is an NFC based technology that allows a smartphone to be tapped against a reader device in order to complete a transaction.

Abbot announced that new phones are now being rolled out through partnerships with Verizon Wireless, AT&T Mobile, and T-Mobile. These devices will be sold with the Isis wallet preloaded, so that consumers will automatically have this service available to them upon the purchase of their devices. The launch of the preloaded phones will occur within the last quarter of this year.

It was noted that while some may think that mobile payments are not taking off at a rapid rate, the latest predictions for the United States are implying that half (50 percent) of all households will be using this type of transaction in at least one form by the year 2020. This indicates that the potential for growth in mobile wallets that are not limited to a single type of card and that also include loyalty programs and coupons, is a tremendous one and that it should not be overlooked or underestimated.