Next-Gen Consumer Direct: the Evolution of Mobile Commerce
Next-Generation Consumer Direct: The Evolution of Mobile Commerce [SR-729]
Mobile commerce, or m-commerce, has generated some of the biggest investments in business history—on top of the billions of dollars spent acquiring spectrum licenses at government auctions, many business experts estimate that investments to roll out the infrastructure to support mobile Internet networks could exceed $300 billion worldwide.
M-commerce may have generated some of the biggest hype as well. Although m-commerce is unlikely to live up to the hype any time soon and may take a decade to justify the investments, it will still have an important impact on how consumers shop in the near term, and thus on the continuing evolution of the consumer direct (CD) channel.