Category: Mobile Commerce

Mobile commerce and marketing may go hand in hand

| June 14, 2013

Mobile commerce continues to grow and spark new opportunities in marketing

As mobile commerce continues to grow, new opportunities in advertising are emerging. Consumers are themselves becoming increasingly mobile-centric, making themselves somewhat exposed to mobile marketing campaigns. As new marketing opportunities emerge, retargeting is beginning to attract more attention. Retargeting allows companies to formulate advertisements based on the online activity of consumers. This means that companies can use retargeting to create advertisements that align with a consumer’s interests, rather than provide these people with ads that they are not interested in.

TapCommerce aims to bring retargeting to smartphones

TapCommerce, a relatively new startup focused on advertising and mobile commerce, aims to bring retargeting to smartphones. The company believes that retargeting can make mobile marketing smarter and more effective in engaging a new generation of consumers that has been stepped in mobile technology. The startup aims to provide companies with comprehensive services that can have a dramatic impact on their mobile marketing campaigns.

mobile commerce and mobile marketingRetargeting could create better marketing campaigns

Mobile commerce could be an ideal field wherein new marketing attempts can flourish. Most mobile commerce platforms exist as standalone applications, which can serve as marketing platforms for companies eager to engage mobile consumers. Mobile advertisements in such applications are nothing new, but these ads are often criticized by consumers for being too generic. TapCommerce believes it can make advertisements more effective by helping make them more attuned to the interests of consumers. This means that consumers would only see ads for products or services they have shown interest in in the past.

New marketing initiatives may thrive in mobile commerce

Mobile commerce and marketing may go hand in hand, but the advertising realm has fallen under an intense degree of scrutiny lately due to privacy concerns coming from consumers. Consumers are becoming more aware of the fact that companies and organizations are collecting valuable information from them and many people are beginning to show concern over how this information is being put to use and why.

Google Wallet continues to struggle in mobile commerce sector

| June 13, 2013

Wallet has yet to find traction in mobile commerce

Google has been a big name in the mobile commerce space, but not necessarily a well-loved name. The company’s Wallet platform, which exists to facilitate mobile payments, has been the recipient of harsh criticism since its launch. The early days of Google Wallet were plagued by serious security issues that drove many consumers to other mobile commerce platforms. While these issues were ultimately resolved, Wallet experienced other hardships that made it unpopular with consumers, with companies like Verizon refusing to support the mobile commerce platform for various reasons.

Google continues to invest in Wallet platform

Google may have a strong interest in mobile commerce, but the company has not been able to find any significant traction in this sector. Google has invested more than $300 million into the Wallet platform, which also includes the acquisition of companies that had specialized in application development and mobile commerce. The company has also devoted more than 100 developers to focus solely on the Wallet platform. Despite this support, the Wallet has only seen 10 million downloads worldwide, a very low number in the mobile space.

Google Wallet - Mobile CommerceWallet fails to enthrall consumers

One of the reasons that Google Wallet has not become the dominating force in the mobile commerce space has to do with U.S. telecommunications companies. Few of these companies are interested in supporting the Wallet due to the other alternatives that are available. Lack of support means less exposure with consumers, which means that fewer people even know that Google Wallet exists. In the case of Verizon, AT&T, and T-Mobile, these companies have teamed together to launch their own mobile commerce platform called Isis, which has thus far proven to be somewhat more popular than the Wallet despite a very limited release.

Google may abandon Wallet platform, eventually

The Google Wallet was once considered by Google to be the key to mobile commerce success, but the platform has become a serious money sink for the company. It is uncertain how long Google will continue to devote money to the Wallet platform, but the company has not yet shown any signs of abandoning its mobile commerce endeavors.