Information Technology Reference
In-Depth Information
pre-defined address and credit card information for a seamless shopping
experience.
M-commerce (or m-retail):
This is simply the process of buying and
selling products and services through a mobile device. It enables users to
access the Internet and a mobile website without plugging into a device.
M-commerce is expected to experience high growth as mobile content deliv-
ery becomes faster and more secure. Industries expected to benefit the most
from m-commerce include apparel and services. M-commerce provides an
opportunity for luxury brands to extend this channel as a complement to
e-retail and physical store retail. The consumers who are likely to use this
service are those who already have an established relationship with luxury
brands and are seeking a higher level of engagement and deeper interactions.
Mobile loyalty programs:
This refers to loyalty programs that use a
mobile device rather than a card as the repository of the advantages provided
to program members. As in all loyalty programs, benefits to members can
include rewards, special access to events, product previews and customized
offers. Its main opportunity lies in its ability to extend the brand relationship
with customers and provide a value-driven interaction.
Mobile ticketing:
This service is linked to the sale of tickets for events.
Instead of sending a printed ticket or asking the customer to print it at home,
the ticket supplier sends an electronic ticket (or m-ticket) via SMS to a
mobile device in the form of a mobile barcode. This barcode can be quickly
read and validated directly from the mobile device display screen with a ded-
icated reading device. This method is becoming increasingly popular since it
allows ticket buyers to avoid long lines and enables ticket sellers to eliminate
printing and distribution costs, and also provides a better service to clients.
It is increasingly used for concerts, sporting events, cinemas, theme parks,
trains and other public transportation.
M-coupons:
This technology functions with the same principle as
mobile ticketing. In this case, a barcode is sent via SMS or downloaded
from a website and can be read in-store via a special device, thereby provid-
ing the customer with a discount or a special offer without the need to use
paper.
The small size of mobile devices offers both an advantage and a disad-
vantage for luxury brands. On the one hand, people always have their mobile
phones on them and can therefore be contacted directly and instantaneously.
On the other hand, the small size of the screens, the low memory capacity
and keypad can limit how much information consumers are willing to read,
how long they will store the message and whether they will be willing to
respond. One way of overcoming this is by adding value to the consumer,
