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Mobile Marketing: Finding Your Customers No Matter Where They Are by Cindy Krum

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Chapter 12. Mobile E-Commerce

Mobile e-commerce, sometimes also called m-commerce or mobile commerce, describes any interaction in which a financial exchange or transaction is facilitated or executed with a mobile phone. In many ways, mobile e-commerce is the Holy Grail of mobile marketing because it closes the loop between marketing and its return on investment. Although many hurdles must be crossed before a robust mobile e-commerce system is adopted in the United States, the practice is being rapidly accepted in Asia and Africa and is growing in popularity in Europe. Consumer pressure is forcing carriers, credit card companies, banks, and brands to take notice and start working together to realize the mutual benefit that comes ...

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