Juniper Research noted that the purchase experience has been enhanced by improved mobile commerce transaction processes due to faster mobile networks, more powerful devices and much more user-friendly smartphone apps. Amazon Payments has introduced payment-processing tools for mobile devices, enabling smartphone users to buy with one click.
However, the Juniper report also underlined that retailers and merchants need to communicate the cost of transactions clearly so that people are not discouraged from buying by mobile. Not surprisingly, the frequency of physical goods purchased will be higher than average in developed regions such as North America and western Europe. Brands, retailers and merchants have an opportunity to increase their revenues through highly targeted marketing campaigns, using apps and mobile web payments as a convenience play for users.
Report author Howard Wilcox said: “Our research showed that the purchase experience has been enhanced by improved mobile commerce transaction processes due to faster mobile networks, more powerful devices and much more user friendly smartphone apps. Amazon Payments for example has recently introduced payment-processing tools for mobile devices, enabling smartphone users to buy with one click.”
