Author: BWild

Biometric technology may become a very prominent part of the mobile commerce world

Advanced biometric technology could play a major role in the future of mobile commerce and security. NXT-ID, a company that specializes in biometric technology, will be attending a new business event that has been formed to promote the use of smart technologies in the North American market. This technology is becoming quite prominent, because it serves as a way to improve the security of mobile devices. Mobile security has become a major priority for those that are participating in mobile commerce.

NXT-ID to highlight new technology at upcoming event

At the event, NXT-ID’s chief technology officer, David Tunnell, will be speaking about the issues that exist in the digital world. Tunnell will make note of technologies that have been designed to protect private information and how these technologies can be used in a convenient manner. Attention will be brought to NXT-ID’s own solution, called MobileBio, which has been developed to mitigate consumer risks in the realm of mobile commerce and computing.

Biological information could keep consumers safe

Biometric technology is gaining momentum in the mobile commerce industry because of its ability to protect consumer information. This technology uses biological information to safeguard mobile services and devices. This information can be a fingerprint, a person’s voice, or even their eyes, as biometric scanners can be used to collect this information. This information can then be used to unlock a mobile device or authenticate a mobile payment.

Mobile security continues to be a problematic issue for the mobile commerce market

Mobile security remains as one of the greatest challenges in the mobile commerce field. The market has become a target for malicious groups that will take advantage of consumer information by exploiting the weaknesses of some mobile commerce platforms. Biometric technology could help resolve this issue, as obtaining biological information is considerably more difficult for hackers than it is to steal digitally. While biometric technology may help resolve many security issues, the technology does not exist as an absolute defense against threats.

The majority of advertisers are quick to dive into apps, but there is a great deal more to the channel.

While study data has been consistently showing that consumers are now spending more time looking at the screens of their smartphones and tablets than their TVs, mobile marketing is still not viewed as a powerful channel for advertising.

Instead, many marketers are seeing this sphere as being limited to mobile apps, and not much else.

All too many mobile marketing companies have been overlooking the mobile web as a good way to be able to reach consumers. That said, the vast majority of m-commerce and traffic over smartphones and tablets does not come through apps. This suggests that marketers are missing a considerable opportunity by placing all of their focus on that one component of the channel, and overlooking the rest, nearly completely.

Recent Forrester research findings suggest that mobile marketing may not be fully understood by those using it.

The Forrester findings showed that the average smartphone user on in the United States and the United Kingdom have 24 mobile apps on their devices, but will spend 80 percent of the time that they use those devices on only 5 of them. The most amount of time is typically spent on messaging and on social media, as opposed to mobile gaming. While there are certain specific vendor apps, such as Starbucks, that have done exceptionally well, the majority are considered to be relatively insignificant.

With the growing importance of mobile devices to the average consumer, it is surprising that retailers and brands have not kept up with the new wave of advertising opportunities, particularly considering that the competition is “low” now, and will only increase over time. Moreover, this is typically considered to be quite an affordable and cost effective way to reach consumers, but is not being used for driving engagement.

While it isn’t that apps are unimportant, data is showing that mobile marketing needs to involve the web and other methods of reaching consumers in a way that increases their odds of being reached.