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Mobile Commerce as Base Factor No. 3 for SoLoMo

In: Social - Local - Mobile

Author

Listed:
  • Gerrit Heinemann

    (Niederrhein University)

  • Christian Gaiser

    (Bonial International GmbH)

Abstract

The number of mobile phone connections worldwide also illustrates that the mobile web is growing enormously and will soon overtake the laptop and PC as the primary device for Internet usage. Notebook sales figures have also caught up with the PC market. According to forecasts from investment bank Morgan Stanley, there will likely be more mobile Internet users than desktop users around the world in 2014, with a relevant mobility impact on customers and retailers. More than one billion UMTS (“Universal Mobile Telecommunications System”) users are already registered around the world (cf. Fig. 4.1). This generates new expectations and requirements among customers, which, from their perspective, should also be fulfilled by traditional retailers. No doubt, the “new generation of mobile commerce” will play a key role here in the future of online commerce, since it consistently allows for simultaneous purchase on all channels, i.e. with the smartphone in-store. However, the question of how retailers can make best use of the disruptive technology of mobile Internet for their brick-and-mortar stores can no longer be answered separately from the issue of “SoLoMo”.

Suggested Citation

  • Gerrit Heinemann & Christian Gaiser, 2015. "Mobile Commerce as Base Factor No. 3 for SoLoMo," Management for Professionals, in: Social - Local - Mobile, edition 127, chapter 4, pages 101-154, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-662-43964-7_4
    DOI: 10.1007/978-3-662-43964-7_4
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