2013 05 Mobile Commerce Survey

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rep or ts.informat ionweek.com
M ay 2013
$99
2013 Mobile
Commerce Survey
Among nearly
900 qualified respondents to our poll, 71%
say m-commerce is very or extremely important to the future of their

organizations. However, just
26% have comprehensive strategies
in place now. That spells opportunity.

By Peter Rysavy
Report ID: R6800413
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CONTENTS
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TABLE OF
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Authors Bio
Executive Summary
Research Synopsis
Nows the Time
Deployment
Forms of Mobile Commerce
Approaches
Pros and Cons of Mobile Application Development
Appendix
Related Reports
Figures
7 Figure 1: Involvement With Mobile Commerce
Strategies
8 Figure 2: Importance of Mobile Commerce
9 Figure 3: Stance on Mobile Commerce
10 Figure 4: Top Mobile Commerce Inhibitor
11 Figure 5: Timeline for Mobile Commerce Strategy
Adoption
12 Figure 6: Mobile Device Segmentation
13 Figure 7: Key Technologies for Mobile Commerce
Success
14 Figure 8: Most Pressing Ecosystem Challenge
17 Figure 9: Top Business Benefit of Mobile Commerce
2013 Mobile Commerce Survey
18 Figure 10: Top Priority for Addressing

Mobile Commerce
19 Figure 11: Mobile Commerce Budget
Allocation: IT
20 Figure 12: Change in Mobile Commerce
Budget: IT
21 Figure 13: Mobile Commerce Efforts vs.
Competitors: IT
22 Figure 14: Percentage of Sales Via Mobile
Channels
23 Figure 15: Mobile Commerce
Capabilities
24 Figure 16: Platform Support
25 Figure 17: Approach to Mobile
Commerce System Development
26 Figure 18: Use of Mobile Application
Platform to Build Commerce System
27 Figure 19: Commerce-Specific Features in
Mobile Application Platform
28 Figure 20: Importance of Mobile
Commerce Features
29 Figure 21: Digital Wallet Security
30 Figure 22: Familiarity With PCI Data
Security Standards
31 Figure 23: Mobile Commerce Leaders
32 Figure 24: Primary Means of Making

Money With Mobile Commerce: Banking
and Payments
33 Figure 25: View of Competitive Mobile
Commerce Landscape
34 Figure 26: Mobile Commerce Efforts vs.
Competitors: Banking and Payments
35 Figure 27: Investment in Mobile-Specific
Programs: Banking and Payments
Budget: Banking and Payments
37 Figure 29: Primary Means of Making
Money With Mobile Commerce:
Telecommunications
38 Figure 30: Support for an Open API
Program
39 Figure 31: Difficulty in Getting a Partner
Program Approved
40 Figure 32: Mobile Commerce Strategy:
Telecommunications
41 Figure 33: Top Hurdle Preventing Mobile
Commerce Success: Telecommunications
42 Figure 34: Impact of Carrying Large
Balances on Mobile Commerce
Initiatives
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CONTENTS
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TABLE OF
43 Figure 35: Top Use of Mobile Payments:

Telecommunications
44 Figure 36: Mobile Commerce Efforts vs. Competitors: Telecommunications
45 Figure 37: Investment in Mobile-Specific
Programs: Telecommunications
Budget: Telecommunications
47 Figure 39: Frequency of Using Payment
Systems Other Than Check, Credit Card
or Cash
48 Figure 40: Use of Mobile Banking
49 Figure 41: Mobile Banking Transactions
50 Figure 42: Current and Future Use of Mobile
Shopping Capabilities: No Involvement With
Mobile Commerce
Shopping Capabilities: Involved or Familiar
With Mobile Commerce
Shopping Capabilities
53 Figure 45: Mobile Commerce Leaders
54 Figure 46: Percent of Spending via Mobile

Commerce: No Involvement With Mobile
Commerce
55 Figure 47: Percent of Spending via Mobile
Commerce: Involved or Familiar With Mobile
Commerce
56 Figure 48: Role Within Organization
57 Figure 49: Involvement With Mobile
Commerce Strategies and Practices
58 Figure 50: Job Title
59 Figure 51: Industry
60 Figure 52 Revenue
61 Figure 53: Company Size
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Peter Rysavy
InformationWeek Reports
Peter Rysavy is president of Rysavy Research LLC, a consulting firm that has
specialized in wireless technology since 1993. Peter is a leading international
authority on the capabilities and evolution of wireless technology. He has written more than a 140 articles, reports and white papers, and has taught 40 public
wireless courses and webcasts. He has also performed technical evaluations of
many wireless technologies, including cellular data services, municipal/mesh
Wi-Fi networks, Wi-Fi hotspot networks, mobile browser technologies, wireless
email systems and social networking applications.
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SUMMARY
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EXECUTIVE
You know a sector is on the fast track when you issue a report in March and by May have to conduct additional research on the topic. Since we issued our initial look at the mobile commerce market, we conducted a wide-ranging survey that reached three stakeholder groups: IT professionals not in financial services or telecom, banking and payments
professionals, and telecommunications professionals. We also asked some respondents to put on their consumer hats.
Some data points:
>> 46% of those involved or familiar with their organizations mobile strategies and with a mobile commerce strategy
in place or a timeline for adoption say that, for mobile commerce to flourish, physical security must be built into
mobile devices.
>> 24% see costly cellular data plans as the most pressing ecosystem challenge.
>> 19% will have separate plan and design goals based on mobile OS and mobile device type.
In this report we focus on enterprise IT and:
>> Examine the evolving definition of mobile commerce;
>> Discuss how to prioritize m-commerce plans; and if thats not hard enough, have to then ...
>> Provide implementation recommendations, factoring in considerations such as Web page versus app and integration with existing e-commerce systems.
Respondent breakdown: Among 1,182 business technology professionals responding to our survey, 36% have 5,000
or more employees; 29% are over 10,000. Banking and payments and telecommunications/ISPs are well-represented,
and 35% are IT director/manager or IT executive management (C-level/VP) level. An additional 17% are non-IT executive or line-of-business management.
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InformationWeek Reports
analysts arm business technology
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perspective based on qualitative
and quantitative research, business and technology assessment
and planning tools, and adoption
best practices gleaned from
experience.
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SYNOPSIS
ABOUT US
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RESEARCH
Survey Name InformationWeek and Mobile Commerce World Mobile Commerce Survey
Survey Date March 2013
Region North America
Number of Respondents 1,182; 895 involved or familiar with their organizations mobile
commerce strategies
Purpose To gain insight into the future of mobile commerce
Methodology InformationWeek surveyed business technology decision-makers at North
American companies. The survey was conducted online, and respondents were recruited via an
email invitation containing an embedded link to the survey. The email invitation was sent to
qualified InformationWeek, Bank Systems & Technology and Light Reading subscribers.
Within the 895 respondents involved or familiar with their organizations mobile commerce
strategies, we drilled down into three primary subsegments: 293 IT professionals at organizations
(not including banking, payments or telecommunications) with a strategy in place or a timeline
for adoption; 201 banking and payments professionals at organizations with a strategy in place
or a timeline for adoption; and 138 telecommunications professionals.
We also asked consumer-focused questions of 729 respondents outside of the banking,
payments and telecommunications industries. We segmented the results by those involved or familiar with their organizations mobile commerce strategies (548 respondents) versus those
without involvement or familiarity (181 respondents).
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Nows the Time

Mobile commerce is no longer a question of
if, or even when. Its happening now, all
around us. The question for IT is, How do we
do this right? The importance is clear: In our
InformationWeek and Mobile Commerce
World Mobile Commerce Survey, 76% of 1,182
respondents were involved in or familiar with
their organizations mobile commerce strategies. Of these, 71% say mobile commerce is
very (39%) or extremely (32%) important to
the future of their organizations; an additional
18% indicate moderate importance. That adds
up to almost 90% with a focus on mobile
commerce, a number higher than we anticipated, even given the buzz level. And this is
not some far-off destination. More than threequarters of respondents involved or familiar
with their organizations stance on mobile
commerce anticipate implementing a comprehensive m-commerce strategy within two
years; one-quarter already have one in place.
In our experience, hype usually precedes
reality by a fair amount; IT tends to adopt new
techs slowly, only after a significant period of

evaluation. But in the case of mobile commerce, reality has quickly caught up.
Led by mobile, a commerce revolution is
underway, John Donahoe, CEO of eBay, said
in a recent investor brief. Technology is
creating a new Web-enabled retail interface, a

new seamless, multiscreen commerce experience that connects consumers anytime, anywhere. EBay expects to generate $20 billion
in mobile payments and commerce in 2013.
Mobile commerce is not just about transac-
Figure 1
Involvement With Mobile Commerce Strategies

Are you involved or familiar with your organization's mobile commerce strategies and/or practices?
No
24%
76%
Yes
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Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business technology professionals, March 2013
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FAST FACT
32%
of respondents involved or
familiar with their companies
m-commerce strategies say
mobile commerce represents
the future and theyre
enthusiastically embracing it.
reports
tions on mobile devices; its a means for companies to engage with customers in richer,
more individualized ways, incorporating loyalty, incentives and location.
The why is fairly straightforward. The question of how to implement mobile commerce,
however, is complex because it comes in many
forms. Examples include shopping on a tablet,
using a smartphone to pay for items at a store
by waving it over a point-of-sale terminal, receiving discount coupons on a phone when
close to a particular store and paying a roaming salesperson using an iPod Touch as a pointof-sale terminal. Businesses must not only decide how to prioritize their mobile commerce
plans but, as if thats not hard enough, implement while factoring in considerations such as
Web page versus app and integration with existing e-commerce systems. In this report, well
discuss the most important points to consider,
building on our previous report.
Deployment
When asked about their organizational
stance on mobile commerce, 32% of the 895
When asked to identify the top business

benefit proffered by mobile commerce, 28%
of IT pros at organizations with m-commerce
strategies in place or timelines for adoption
point to the ability to engage customers via
fine-tuned targeted marketing, 14% to reaching new and perhaps younger demographics, and 14% to value-added location-based
services. Were already seeing developments
respondents involved or familiar with their

companies m-commerce strategies say it represents the future and theyre enthusiastically
embracing it; an additional 40% say it will help
them reach new customers and be more efficient. IT budgets reflect this commitment, with
greater than half of m-commerce-involved IT
respondents with budgets in place indicating
allocations are up compared with a year ago.
Figure 2
Importance of Mobile Commerce

How important is mobile commerce to the future of your organization?
Not at all important

Slightly important
7%
4%
Extremely important
Moderately important
32%
18%
39%
Very important
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Base: 895 respondents involved or familiar with their organizations' mobile commerce strategies
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Research: App Dev in the

Age of Mobility
The native vs. browser debate is
still raging, with each strategy
garnering 74% of respondents to
our 2012 Mobile Application Development Survey who plan to
deploy custom applications.
Whats not in dispute is RIMs decline: Just 22% will develop for
the BlackBerry, compared with
71% focusing on iPhones.
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in this area. For example, at this years Interop

conference, MGM Resorts International chief
digital officer John Bollen demonstrated a
Bellagio mobile app that runs on iOS and
Android. Guests can be alerted to discounts
and loyalty programs and, for example, can
purchase last-minute show tickets using the
app while at dinner. If seats are empty, were
not making money, says Bollen. The app lets
the resort collect data to dynamically price
everything from bottles of wine to spa
treatments.
Companies also recognize the challenges,
however. Respondents list the top inhibitors
as compliance concerns, consumer perception that mobile commerce is unsafe, lack of
security, confusion over business models
related to money flow, insufficient connectivity speeds, and the immaturity of technology
to integrate with existing e-commerce and IT
back-end systems. Wed add the fragmented
smartphone platform market and the stillmaturing HTML5 specification.
Despite challenges and complexities, projections are bright. Digital marketing analyst
eMarketer states that U.S. retail mobile commerce sales grew by 81% to nearly $25 billion
in 2012 and constituted 11% of U.S. e-commerce sales, a percentage that the firm expects
will grow to 15% this year and 24% in 2016,
when total mobile retail sales could hit $86.6
billion, excluding travel and event tickets.
In addition, theres a huge cast of characters.
Mobile commerce spans platform vendors,

such as Apple and Google; online retailers; all
the major credit card issuers; banks; mobile
application platform vendors; and increasingly handset vendors as they implement
enabling technology. In our survey, 45% of IT
pros at organizations with m-commerce
strategies in place or timelines for adoption
Figure 3
Stance on Mobile Commerce

What is your organizations overall stance on mobile commerce?
Very negative: Well avoid it as long as possible
1%
2%
Somewhat negative: We see it as a necessary

evil, something we must do to keep up
Tempered: It's simply another channel
for doing business, with its own challenges
25%
32%
Very enthusiastic: Its the future,

and we're embracing it
40%
Positive: Itll likely help us reach new customers
and be more efficient
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say mobile device and OS vendors are taking

the lead in mobile commerce, followed by
banks and credit card issuers at 22%. One wild
card: NFC support. While the hot new Samsung Galaxy S4, for example, has an NFC chip,
software is lagging and its still unclear when,
or even if, Apple will support the technology.
One group that could help accelerate mobile
commerce adoption with its mobile wallet
technology (initially expected to be cloudThe most futuristic form of mobile
based) is the Merchant
commerce is a mobile wallet that
Customer Exchange.
has payment information stored in
While details of its sysa secure chip on a mobile phone;
tem were still under
wraps at publication
combine that with NFC capability
time, the consortiums
and you enable proximity-based
long list of retailers
transactions.
comprises 75,000 stores,
with $1 trillion in annual payments. Essentially,
there are many different wallet initiatives using
both near field communication and cloud approaches beyond MCX, as well as hybrid models that combine the two. We see wallet fragmentation as another inhibitor in this market.
A dark-horse development that could also

impact mobile commerce is pending legislation known as the Marketplace Fairness Act,
which would give states authority to make online retailers collect sales tax, even if the retailers arent based in that state. The act would
take away an advantage that online sellers
have had over brick-and-mortar stores, possibly pushing some showroomers to buy at
their local stores, perhaps using their smartphones; more on this later. While eBay is opposed to the act, Amazon.com and the National Retail Federation are in favor. Stay tuned.
Forms of Mobile Commerce
The most futuristic form of mobile commerce is a mobile wallet that has payment information stored in a secure chip on a mobile
phone; combine that with NFC capability and
you enable proximity-based transactions. One
can certainly imagine a future in which
customers can use a mobile wallet for a
multitude of tasks. In addition to waving it
over a POS terminal at checkout, theyll be
able to unlock hotel rooms or rental cars, con-
nect to Wi-Fi hotspots anything you can

imagine that involves either payment or
authentication. But thats the future. For now,
cloud-based approaches have the upper
hand because they are easier to implement.
Specifically, they dont need hardware support in phones and dont require new pointof-sale terminals.
Whether cloud or NFC, in our survey, 49% of
mobile-commerce-involved IT respondents at
organizations with a strategy in place or timeline for adoption say they dont think that current digital wallets are sufficiently secure.
Theyre smart to be wary, but m-commerce
vendors are hyperaware of the effect a major
breach could have on their business. Take precautions, but move forward.
As it turns out, mobile payments are a secondary priority for most companies. Only 26%
of IT respondents indicated mobile payments
as their highest priority, while 41% pointed
instead to mobilizing their e-commerce Web
pages. Finally, 23% want to add loyalty programs, promotions and other marketing programs, like those in use by MGM. These prioriMay 2013 10
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ties seem sensible to us and consistent with

the recommendations in our report.
Salespeople being able to accept payments
with mobile devices is another hot trend, with
Nordstrom and Apple stores being two highFigure 4
profile examples. Eventually, cash register stations will likely morph into bagging and product pickup hubs. Companies like Square and
PayPal are taking this one step further, making
it possible for anybody to accept credit/debit
Base: 895 respondents involved or familiar with their organizations mobile commerce strategies
3%
There are no inhibitors to mobile commerce
2%
Other
1%
Lack of retailer technology (PoS systems)
1%
3%
Not clear where to start: mobile e-commerce,

mobile payments it's just too confusing
3%
5%
Consumer perception that mobile commerce is too immature
6%
Fragmentation; challenge of trying to design for different

phones and tablets
Lack of developer expertise to build cross-platform apps

and/or mobile-optimized websites
7%
No clear sense that there will be a business return

or inability to measure ROI
8%
8%
Immature technology that makes it difficult to integrate into

existing e-commerce and IT back-end systems
12%
Insufficient connectivity (slow 3G, lack of broadband in some areas)
Business models related to money flow still evolving

(confusion over mediation of mobile payments, role of
the trusted service manager)
Lack of security
12%
12%
Consumer perception that mobile commerce is unsafe
17%
Compliance concerns
Consumer difficulty in using mobile device for payments (user interface)
Top Mobile Commerce Inhibitor

What is the top inhibitor to mobile commerce today?
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card payments with their smartphones anywhere they have a signal (we profile six of
these apps in this report). Taxi drivers and
street fair vendors can cheer.
Retail versus online shopping intersects with
showrooming and Web-rooming. In showrooming, buyers look at products in a store but
use their smartphones to see if they can obtain
them at a lower price elsewhere, say Amazon
or Newegg. Retailers can counter loss of sales
through loyalty programs, location-based promotions, perhaps products that can only be
purchased at a store and in-store support.
Alternatively, shoppers engage in Webrooming to research items online, then purchase products at physical stores. An Accenture study of 6,000 adults showed that 88% of
consumers do Web-rooming compared with
73% who do showrooming. This same study
showed that consumers are most influenced
by in-store offers and email coupons and
resent online pop-up and mobile banner ads.
Social marketing provides another avenue for
mobile commerce, including ads, information
about products and discounts. Whether such
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posts lead to retail sales is a matter of debate.

Forrester Research reported that social media
was effective for providing information but
that less than 1% of online purchases could
be attributed to social channels.
No discussion of mobile commerce is complete without mentioning mobile banking. For
people in our survey familiar with their
organizations mobile commerce strategies using mobile banking, the top transactions performed, in order, are checking account balances, paying bills, transferring money among
accounts, transferring money to friends or family, and making check deposits. More than twothirds of banking and payment professionals
in our survey involved or familiar with their
organizations mobile commerce strategies
and with a strategy in place or a timeline for
adoption expected most established financial
institutions to establish mobile practices.
Approaches
If you think the forms of mobile commerce
are varied, take a look at the means of implementing it. And just as important as under-
Figure 5
Timeline for Mobile Commerce Strategy Adoption

What is your organizations adoption timeline for a comprehensive mobile commerce strategy?
No plans for adoption

We have one in place now
12%
More than two years
26%
7%
One to two years
23%
13%
Within six months
19%
More than six months but less than one year
R6800413/5
standing the various means is knowing what

constitutes a best practice. Mobile commerce
applications can be complex because they
often involve integrating multiple systems:
point-of-sale, coupons and promotions, existing e-commerce systems, user location and inventory. Since financial information is
involved, security is a paramount concern, and

to top it all off, companies also have to be sensitive to evolving privacy rules. For instance,
the FTC just issued a report on mobile privacy
and advocated clear disclosures, transparency
and user control.
The FTC report lays out a set of best pracMay 2013 12
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tices for platform providers, app developers

and third parties. On the wish list:
>> Disclose and obtain consent before allowing apps to access sensitive content like
geolocation, contacts, photos, calendar entries,
or the recording of audio or video content.
>> Develop a one-stop dashboard
approach to allow consumers to review the
types of content accessed by the apps they
have downloaded.
>> Offer a do-not-track mechanism for
smartphone users that would allow consumers to prevent tracking by ad networks.
>> Promote standardized app developer
privacy policies that will enable consumers to
compare data practices across apps.
While these are laudable goals, considering
that today there are more than 800,000 apps
available in the Apple store and 700,000 on
Google Play, that horse may well have left
the barn.
For most businesses, mobilizing an existing
e-commerce capability, whether via an app or
a mobile Web page, is the highest priority. In
our survey, of the IT pros at companies that
Figure 6
Mobile Device Segmentation

Does, or will, your mobile commerce strategy segment between types of mobile devices?
Dont know yet
16%
No, mobile is mobile to us
Yes, separate plan and design goals

based on mobile OS and mobile device type
19%
18%
32%
Yes, separate plan by mobile OS

only (Android, iOS, Windows, Amazon)
15%
Yes, separate plan by mobile device only
(smartphone, tablet)
R6800413/6
Base: 789 respondents with a mobile commerce strategy in place or a timeline for adoption
had implemented mobile commerce, 52% say

they have a smartphone application, 41% a
tablet application, 34% a general site or application with integrated mobile payments, and
33% a mobile-specific e-commerce site. Seventy-seven percent of mobile-commerceinvolved IT pros report that they support iOS,
69% Android, 42% BlackBerry, 34% Windows

Phone and 13% Symbian.
When considering apps versus Web pages,
most shops understand that apps outperform
Web pages but require more development
and different versions for each mobile platform. Whats not as well-understood is that
May 2013 13
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t h
3%
Other
16%
only occasionally make purchases. HTML5

support on mobile devices is maturing, providing richer features and some degree of
standalone operation for applications even
when disconnected from the network. If
youre just embarking on your
mobile commerce strategy,
dont discount HTML5. We discuss the technology in more
depth in this report.
When we asked mobilecommerce-involved IT respondents whether they had
developed or plan to develop
their mobile commerce systems in-house or outsource
development, 25% responded
with entirely in-house, 9%
with entirely outsourced, and
54% with a mix of in-house
and outsourced. As for mobile
application platforms, 22%
said they used such a platform and 38% said that will
R6800413/7
use a mobile application plat-
Ubiquitous NFC
20%
29%
29%
34%
38%
38%
38%
45%
Ubiquitous HTML5
tuned targeted marketing.
New retailer PoS systems that accept multiple

types of transactions
to engage customers via fine-
Ubiquitous 4G (LTE, WiMAX)
adoption point to the ability
Method to quickly disable payment capabilities on

a lost or stolen device
in place or timelines for
Better tools for cross-platform app design
with m-commerce strategies
Easier integration with payment gateways so mobile

devices can connect as easily as to wired POS terminals
of IT pros at organizations
the construction of the Web app greatly af- 4G network, your website is as responsive as
fects how quickly Web pages load. An exam- a mobile app.
ple of fast loading is Sears, whose mobile site
Another factor in favor of a Web approach is
in April jumped to the top position on the that some customers may be reluctant to inKeynote Mobile Commerce Performance In- stall apps from businesses from which they
dex, measuring 1.74 seconds Figure 7
for home page load time. The
Key Technologies for Mobile Commerce Success
key for fast loading is not
What technologies must be in place for mobile commerce to flourish?
only minimizing the number
of bytes that have to load,
but also the number of objects. In the case of Sears, the
average number of bytes for
the home page is a tiny 13
KB, compromising just five
objects.
Our opinion is that a page
load time of more than three
to five seconds is too long for
a busy shopper. KISSmetrics
claims that a one-second delay in page response translates to a 7% loss in sales. Design your pages carefully, Note: Multiple responses allowed
and you may find that over a
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business
Robust digital wallet technology
28%
Method to secure wireless transmission of payments
FAST FACT
reports
46%
Table of Contents
Physical security built into mobile devices

(NFC SIM cards, biometrics)
Previous
h
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form to build their commerce systems.

Companies choosing a mobile application
platform are also faced with the decision of
whether to use a vendor specializing in mobile think Moovweb, Antenna Software,
Kony Solutions or a company that may already be providing e-commerce infrastructure, like IBM, Oracle or SAP. Regardless of vendor, there are many specific mobile commerce
features to look for. Pay particular attention to
site search and product images, ability to
highlight features and special offers, checkout
speed and convenience, and personalization
features like loyalty accounts and reviews. We
show ratings of 13 m-commerce features in
Figure 20. Another key best practice is to
make sure that a mobile search easily finds
the mobile site, since theres no point in putting a huge amount of effort into a great mobile site only to have a search lead a user to
the sites main home page.
Often, users access mobile sites to determine the closest store location, so make that
information readily available, along with address, phone number and operating hours. If
you have a mobile app available for download, make that easy to find also. Google provides some best practices for building smartphone-optimized websites.
As we discuss in our previous report, our
model for mobile commerce constitutes three
activity categories e-commerce conducted
with mobile devices (smartphones, tablets),
mobile payments (NFC wallets and cloud wallets) and mobile money management
(including transfers and banking) as well as
five main sources of friction fragmentation
in mobile payment technologies, the fact that
stable and proven payment methods already
exist, complex regulations, security concerns
and consumer friction. People are unaware of
new payment options, skeptical of them or
content to keep using existing methods.
Making the perfect mobile commerce app
means not only designing in the right features
to cover these bases, but taking advantage of
the best enabling technology. Our survey respondents rate a number of technologies
close to equal in their importance for mobile
commerce success: physical security built into
Three Pros of Mobile

Application Platforms
>> Provide a means for write once, run
anywhere, facilitating support for
multiple mobile platforms.
>> Integrate security and management
of functions (e.g., software
updates).
>> Support sophisticated back-end
infrastructure via multiple
interfaces.
Three Cons of Mobile

Application Platforms
>> Licensing and learning-curve costs
make it cost effective only if developing multiple mobile apps, perhaps three or more.
>> Systems are complex and require
extensive evaluation to determine
which is most suitable.
>> Dependence on mobile platform
vendor with high switching costs
represents some risk.
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mobile devices, methods to securely communicate payments, robust digital wallet security,
easier integration with payment gateways so
mobile devices can connect as easily as to
wired POS terminals, better tools for crossplatform app design, and methods to quickly
disable payment capabilities on lost or stolen
devices.
Do a good job on your mobile commerce
app or site, and youll distance yourself from
your competition. The previously mentioned
Accenture study found that only 26% of consumers surveyed found mobile phone shopping to be easy. Ultimately, mobile commerce is no different than other commerce.
If you want people to buy from you, you have
to make it convenient and fun, with a foundation of loyalty and trust.
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APPENDIX
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Figure 8
Most Pressing Ecosystem Challenge

What ecosystem challenge is most pressing?
Other
Difficulty in using payments
applications/interfaces
2%
HTML5 or other cross-platform

tool that just works
We need more ubiquitous Wi-Fi
19%
16%
13%
24%
13%
Lack of demand from customers
We need less-expensive
cellular data plans
13%
Retailers must stop clinging to old models
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Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies
and with a strategy in place or a timeline for adoption
Data: InformationWeek and Mobile Commerce World Mobile Commerce Survey of 1,182 business
technology professionals, March 2013
Other
4%
6%
Ability to access geographical data on customers

via geolocation apps like Foursquare
6%
Visibility via social commerce, as sites like

Facebook and Google+ evolve into mobile commerce platforms
8%
Opening entirely new sales channels, such as flash sales sites
9%
Better loyalty programs via e-coupons, social media offers
11%
Ability to do real-time price comparisons

to ensure competitiveness
14%
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Valued-added location-based services, such as

context-aware computing
14%
Reaching new (and perhaps younger) demographic
28%
Ability to engage customers via fine-tuned targeted marketing
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Figure 9
Top Business Benefit of Mobile Commerce
What do you perceive as the top business benefit of mobile commerce?
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Figure 10
Top Priority for Addressing Mobile Commerce

What is your highest priority in addressing mobile commerce?
Other
10%
Adding loyalty programs,
promotions and other marketing programs
to our existing mobile e-commerce page
Mobilizing our e-commerce Web page
41%
23%
Integrating mobile payments

(Apple Passbook, Google Wallet)
to our mobile commerce sites/apps
26%
R6800413/10
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with
a strategy in place or a timeline for adoption
May 2013 19
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Figure 11
Mobile Commerce Budget Allocation: IT

What percentage of your IT budget will you invest in mobile commerce-specific programs in the coming 12 to 24
months?
Less than 1%
6%
Dont know
1% to less than 2%
9%
26%
2% to less than 3%
8%
3% to less than 4%
20% or more
10% to less than 20%
9%
5%
10%
9%
9%
6% to less than 10%
4% to less than 5%
9%
5% to less than 6%
R6800413/11
Base: 293 IT professionals involved or familiar with their organizations mobile commerce strategies and with a strategy
in place or a timeline for adoption
May 2013 20
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Figure 12
Change in Mobile Commerce Budget: IT

How does that budget allocation compare with 2012?
Dont know
No budget in 2012
1%
Down significantly
3%
Down somewhat
4%2%
About the same
19%
Up significantly
34%
37%
Up somewhat
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Base: 215 IT professionals allocating budget for mobile commerce programs
May 2013 21
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Figure 13
Mobile Commerce Efforts vs. Competitors: IT

Compared with competitors in your industry, how would you rate your organization's mobile commerce efforts?
1
Far ahead
Far behind
7%
7%
Somewhat ahead
Somewhat behind
21%
23%
42%
Comparable
R6800413/13
Base: 293 IT professionals involved or familiar with their organizations' mobile commerce strategies and with a strategy
May 2013 22
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Figure 14
Percentage of Sales Via Mobile Channels

What percentage of your total sales will be via mobile channels this year? Next year? In five years?
Next year
In 5 years
Dont know
6%
1%
1%
80% or more
0%
1%
2%
70% to 79%
6%
1%
2%
60% to 69%
9%
1%
3%
50% to 59%
11%
5%
3%
40% to 49%
6%
30% to 39%
12%
13%
18%
16%
8%
20% to 29%
14%
Less than 20%
21%
22%
23%
36%
59%
This year
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Base: 293 IT professionals involved or familiar with their organizations mobile commerce strategies and with
May 2013 23
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Figure 15
Mobile Commerce Capabilities

Do you have the following mobile commerce capabilities in place now?
Yes
No
Dont know
Smartphone application
52%
46%
2%
Tablet application
41%
55%
4%
General site/application with integrated mobile payments
34%
56%
10%
Mobile-specific e-commerce site
33%
62%
5%
R6800413/15
Base: 293 IT professionals involved or familiar with their organizations mobile commerce strategies and with a strategy
May 2013 24
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Figure 16
Platform Support
Which platforms do you support now? Which will be supported by 2015?
Currently supported
Will be supported by 2015
No plans to support
iOS
77%
17%
6%
Android
69%
28%
3%
BlackBerry
42%
16%
42%
Windows Phone
34%
43%
23%
Symbian
13%
17%
70%
Other
12%
17%
71%
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Figure 17
Approach to Mobile Commerce System Development

Did, or will, you build your mobile commerce systems in-house or outsource development?
Dont know
We white-labeled/will
white-label an existing system
10%
2%
Entirely in-house
25%
Entirely outsourced
9%
Mix of in-house and outsourced
54%
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Figure 18
Use of Mobile Application Platform to Build Commerce System

Did, or will, you build your commerce system using a mobile application platform?
1
Dont know
Yes, we used a mobile application platform
28%
No
22%
12%
38%
Yes, we will use a mobile

application platform
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Figure 19
Commerce-Specific Features in Mobile Application Platform

Does the mobile application platform used to build your commerce system include commerce-specific features?
Dont know
16%
Yes
No
25%
59%
R6800413/19
Base: 172 IT professionals using, or planning to use, a mobile application platform to build their commerce systems
May 2013 28
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Figure 20
Importance of Mobile Commerce Features
2.9
Gift registry
Price comparisons
2.2
2.9
In-store availability checker
2.9
Bar-code support
Store locators
2.9
3.1
Access to loyalty accounts
Click-to-call
3.1
3.3
Customer reviews
3.3
Shopping cart
3.3
Checkout capabilities, including express checkout
3.5
Ability to display featured products, special offers
3.7
Product images
3.7
Site search
1 Not at all important
Extremely important 5
Using a scale of 1 to 5, where 1 is not at all important and 5 is extremely important, please rate the importance of
these mobile commerce features.
R6800413/20
Note: Mean average ratings
May 2013 29
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Figure 21
Digital Wallet Security

Do you think current digital wallet (NFC, cloud) approaches are sufficiently secure?
1
Yes
Dont know
21%
30%
49%
No
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Figure 22
Familiarity With PCI Data Security Standards

How familiar are you with PCI Data Security standards for credit card processing?
Not at all familiar
Extremely familiar
12%
14%
Slightly familiar
23%
24%
Very familiar
27%
Moderately familiar
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Figure 23
Mobile Commerce Leaders

Which group do you see as taking the lead in mobile commerce now? Which will be in the lead in five years?
Now
In 5 years
Mobile device and OS vendors (Apple, Google, Samsung, Microsoft)
45%
36%
Banks and credit card issuers (Bank of America, Chase)
22%
24%
New/emerging players (Square, PayPal, Dwolla)
21%
23%
Mobile operators (AT&T, Verizon)
10%
12%
Other
2%
5%
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Figure 24
Primary Means of Making Money With Mobile Commerce: Banking and Payments
What is the primary way you will make money with mobile commerce?
We dont expect to make

money with mobile commerce
Other
Recover losses from
retail/traditional channels
Partnerships with mobile
commerce providers
Dont know
1%
1%
Attract new and/or higher-net-worth customers
4%
8%
23%
4%
18%
Shift customers to digital channels
Fees for processing transactions
22%
19%
Ability to offer new products/services
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Base: 201 banking and payments professionals involved or familiar with their organizations' mobile commerce strategies
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Figure 25
View of Competitive Mobile Commerce Landscape

How do you see the competitive mobile commerce landscape shaping up?
This is a game changer; a few established

institutions will thrive, but many
nontraditional players will eat away at the market
1
13%
Some established financial

institutions will establish
mobile practices, others will fail
18%
69%
Most established financial institutions

will establish mobile practices
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Figure 26
Mobile Commerce Efforts vs. Competitors: Banking and Payments

Compared with competitors in your industry, how would you rate your organization's mobile commerce efforts?
Far behind
Far ahead
Somewhat behind
2% 5%
17%
Somewhat ahead
31%
45%
Comparable
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Figure 27
Investment in Mobile-Specific Programs: Banking and Payments

What percentage of your budget will you invest in mobile-specific programs in the coming 12 to 24 months?
Less than 1%
1% to less than 2%
Dont know
6%
8%
2% to less than 3%
30%
8%
3% to less than 4%
5%
5%
7%
20% or more
4% to less than 5%
9%
9%
5% to less than 6%
13%
6% to less than 10%
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May 2013 36
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Figure 28
Change in Mobile Commerce Budget: Banking and Payments

Dont know
No budget in 2012
Down somewhat
4%
1
1%
4%
Up significantly
21%
29%
About the same
41%
Up somewhat
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Base: 141 banking and payments professionals allocating budget for mobile commerce programs
May 2013 37
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Figure 29
Primary Means of Making Money With Mobile Commerce: Telecommunications

What is the primary way you will make money with mobile commerce?
We have no plans to adopt mobile commerce

We dont expect to make
money with mobile commerce
Other
11%
1
5%
Fees for access to networks

and billing infrastructure
31%
4%
12%
Fees for adding payments to bills
Providing hardware to
implement mobile commerce
14%
23%
As a trusted service manager
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Base: 138 telecommunications professionals involved or familiar with their organizations mobile commerce strategies
May 2013 38
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Figure 30
Support for an Open API Program

Do you support an open API program for developers?
1
Dont know
27%
Yes
51%
22%
No
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Figure 31
Difficulty in Getting a Partner Program Approved

How difficult is it for a typical partner to get a program approved?
Not at all difficult

Slightly difficult
1
Extremely difficult
4% 3% 6%
Very difficult
22%
65%
Moderately difficult
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Base: 70 telecommunications professionals supporting an open API program for developers
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Figure 32
Mobile Commerce Strategy: Telecommunications

Which statement better describes your mobile commerce strategy?
Were willing to accept the risk of fraud to be on the

cutting edge of mobile commerce innovation
and reap the rewards
1
19%
81%
Were extremely sensitive to the

possibility of fraud impacting
customers and prefer to let mobile
commerce mature before jumping in
R6800413/32
Base: 138 telecommunications professionals involved or familiar with their organizations' mobile commerce strategies
May 2013 41
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Figure 33
Top Hurdle Preventing Mobile Commerce Success: Telecommunications

What is the top hurdle that could prevent mobile commerce success?
Uncertainty over whom

to partner with
No perceived barriers to success
17%
23%
Other
We partnered too early, lack of flexibility
a walled-garden approach is unwieldy
7%
6%
Restrictions on amount of
money that can be added to bills
20%
7%
10%
Concerns over nonpayments
10%
Government consumer protection

rules too restrictive
We cant charge a high enough keep rate
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Base: 138 telecommunications professionals involved or familiar with their organizations' mobile commerce strategies
May 2013 42
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Figure 34
Impact of Carrying Large Balances on Mobile Commerce Initiatives

Is concern over carrying large balances hindering mobile commerce initiatives?
1
Dont know
Yes; were not a credit card company
27%
No; we want to be a mobile commerce

player, and thats the cost of doing business
32%
15%
26%
Somewhat; we have a dollar limit in mind
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Figure 35
Top Use of Mobile Payments: Telecommunications

What is the top use of mobile payments in your network?
Vending machines
7%
We do not have mobile payment capabilities
37%
Small payments, such as Starbucks
37%
11%
7%
Other
Mobile political giving
1%
Mobile charitable giving
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Figure 36
Mobile Commerce Efforts vs. Competitors: Telecommunications

Compared with competitors in your industry, how would you rate your organizations mobile commerce efforts?
Far behind
Far ahead
10%
12%
Somewhat behind
Somewhat ahead
15%
19%
44%
Comparable
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Figure 37
Investment in Mobile-Specific Programs: Telecommunications

What percentage of your innovation budget will you invest in mobile-specific programs in the coming 12 to 24
months?
Less than 1%
9%
Dont know
1% to less than 2%
12%
34%
2% to less than 3%
9%
9%
6%
20% or more
6% to less than 10%
3% to less than 4%
5% 4% 6% 6%
4% to less than 5%
5% to less than 6%
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May 2013 46
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Figure 38
Change in Mobile Commerce Budget: Telecommunications

No budget in 2012
Down significantly
Down somewhat
Dont know
1%
Up significantly
4% 4% 9%
7%
Up somewhat
37%
38%
About the same
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Base: 91 telecommunications professionals allocating budget for mobile commerce programs
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Figure 39
Frequency of Using Payment Systems Other Than Check, Credit Card or Cash
How often do you make purchases with systems other than a check, credit card or cash?
No m-commerce involvement
Involved with m-commerce
Daily
3%
10%
Weekly
17%
30%
Monthly
22%
16%
Occasionally
29%
29%
Never
29%
15%
Base: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations
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Figure 40
Use of Mobile Banking

Do you bank using mobile?
Yes
51%
63%
No
49%
37%
Base: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations
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May 2013 49
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Figure 41
Mobile Banking Transactions

What mobile banking transactions do you perform?
Check my account balance
89%
87%
Pay bills
68%
80%
Transfer money among accounts
64%
76%
Transfer money to friends and/or family
46%
49%
Make check deposits
37%
45%
Open accounts
5%
9%
Other
4%
2%
Note: Multiple responses allowed
R6800413/41
Base: 93 respondents not involved or familiar with and 344 involved or familiar with their organizations mobile commerce
strategies using mobile banking
May 2013 50
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Figure 42
Use of Mobile Shopping Capabilities: No Involvement With Mobile Commerce

What mobile shopping capabilities do you use now, and which do you plan to use in the next 12 months?
Use now
Plan to use in the next 12 months
Dont use/plan to use
Buy using PayPal or similar services
45%
20%
35%
Showrooming (comparing online prices while in a store)
42%
27%
31%
Paid using a mobile phone, such as at Starbucks or Peets
16%
25%
59%
Paid using Square or similar services
11%
10%
79%
Used a digital wallet, like Google Wallet
9%
29%
62%
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Base: 181 respondents not involved or familiar with their organizations mobile commerce strategies
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Figure 43
Use of Mobile Shopping Capabilities: Involved or Familiar With Mobile Commerce

Use now
Plan to use in the next 12 months
Dont use/plan to use
58%
20%
22%
57%
18%
25%
Paid using a mobile phone, such as at Starbucks or Peets
21%
39%
40%
15%
26%
59%
15%
42%
43%
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May 2013 52
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Figure 44
Current and Future Use of Mobile Shopping Capabilities

69%
78%
65%
75%
Paid using a mobile phone, such as at Starbucks or Peet's
41%
60%
38%
57%
21%
41%
Note: Percentages reflect a responses of use now or plan to use in the next 12 months; multiple responses allowed
R6800413/44
Base: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations' mobile commerce strategies
May 2013 53
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Figure 45
Mobile Commerce Leaders

Who do you see as leaders in mobile commerce?
Note: Three responses allowed

Base: 181 respondents not involved or familiar with and 548 involved or familiar with their organizations' mobile commerce strategies
8%
6%
Dont know
2%
3%
Other
0%
0%
Kuapay
1%
2%
Dwolla
1%
0%
Tabbedout
1%
0%
Paydiant
1%
1%
LevelUp
5%
5%
Intuit
Apple Passbook
14%
14%
17%
Mobile operators
Square
Google
PayPal
Amazon
19%
24%
24%
54%
51%
55%
53%
55%
60%
R6800413/45
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Figure 46
Percent of Spending Via Mobile Commerce: No Involvement With Mobile Commerce

What percentage of your day-to-day spending do you predict will happen via mobile commerce in the coming 12
months? In 24 months?
In 24 months
7%
9%
Dont know
1%
2%
80% or more
0%
2%
70% to 79%
3%
2%
60% to 69%
9%
2%
50% to 59%
5%
6%
40% to 49%
11%
7%
30% to 39%
20% to 29%
1% to 20%
None
9%
14%
14%
23%
27%
47%
In 12 months
R6800413/46
Base: 181 respondents not involved or familiar with their organizations' mobile commerce strategies
May 2013 55
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Figure 47
Percent of Spending Via Mobile Commerce: Involved or Familiar With Mobile Commerce
What percentage of your day-to-day spending do you predict will happen via mobile commerce in the coming 12
months? 24 months?
In 24 months
5%
5%
Dont know
0%
3%
80% or more
4%
1%
70% to 79%
5%
2%
60% to 69%
5%
50% to 59%
9%
7%
9%
40% to 49%
30% to 39%
20% to 29%
1% to 20%
None
8%
9%
13%
14%
16%
21%
22%
42%
In 12 months
R6800413/47
Base: 548 respondents involved or familiar with their organizations mobile commerce strategies
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Figure 48
Role Within Organization

Which of the following best describes your role within your organization?
Non-IT executive, director, manager,

staff, contractor or consultant
IT executive, director, manager,

staff, contractor or consultant
46%
54%
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Figure 49
Involvement With Mobile Commerce Strategies and Practices

Are you involved or familiar with your organization's mobile commerce strategies and/or practices?
1
No
24%
76%
Yes
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Figure 50
Job Title
Which of the following best describes your job title?
Executive IT management (C-level/VP)
Other
13%
Consultant
IT director/manager
11%
Line-of-business management
9%
26%
6%
11%
Non-IT executive management
24%
IT/IS staff
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May 2013 59
20%
7%
5%
Other
Telecommunications/ISPs
5%
15%
Solutions provider/VAR/e-business integrator
2%
Retail/e-commerce (noncomputer)
2%
Media/entertainment
5%
Manufacturing/industrial, noncomputer
3%
Healthcare/medical
Government
2%
Financial services/securities and investments
2%
Financial services/insurance
2%
Electronics
Education
7%
18%
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Consulting and business services
5%
Computer manufacturer (hardware, software, peripherals, etc.)
Banking and payments
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Figure 51
Industry
What is your organizations primary industry?
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Figure 52
Revenue
Which of the following dollar ranges includes the annual revenue of your entire organization?
Less than $6 million
Dont know/decline to say
11%
Government/nonprofit
16%
5%
$6 million to $49.9 million
$5 billion or more
14%
20%
7%
11%
$1 billion to $4.9 billion
6%
10%
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Figure 53
Company Size
Approximately how many employees are in your organization?
Fewer than 50
15%
10,000 or more
29%
50-99
7%
16%
7%
100-499
5,000-9,999
18%
1,000-4,999
8%
500-999
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900 qualified respondents to our poll, 71%

say m-commerce is very or extremely important to the future of their

26% have comprehensive strategies

in place now. That spells opportunity.

Report ID: R6800413

2013 Mobile Commerce Survey

18 Figure 10: Top Priority for Addressing

32 Figure 24: Primary Means of Making

43 Figure 35: Top Use of Mobile Payments:

2013 Mobile Commerce Survey

54 Figure 46: Percent of Spending via Mobile

2013 Mobile Commerce Survey

2013 Mobile Commerce Survey

Heather Vallis, managing

Elizabeth Chodak, copy

Tara DeFilippo, associate art

2013 Mobile Commerce Survey

2013 Mobile Commerce Survey

Nows the Time

techs slowly, only after a significant period of

creating a new Web-enabled retail interface, a

Involvement With Mobile Commerce Strategies

2013 Mobile Commerce Survey

When asked to identify the top business

respondents involved or familiar with their

Importance of Mobile Commerce

Not at all important

Research: App Dev in the

in this area. For example, at this years Interop

2013 Mobile Commerce Survey

Mobile commerce spans platform vendors,

Stance on Mobile Commerce

Very negative: Well avoid it as long as possible

Somewhat negative: We see it as a necessary

Very enthusiastic: Its the future,

say mobile device and OS vendors are taking

2013 Mobile Commerce Survey

A dark-horse development that could also

nect to Wi-Fi hotspots anything you can

2013 Mobile Commerce Survey

ties seem sensible to us and consistent with

There are no inhibitors to mobile commerce

Lack of retailer technology (PoS systems)

Not clear where to start: mobile e-commerce,

Consumer perception that mobile commerce is too immature

Fragmentation; challenge of trying to design for different

Lack of developer expertise to build cross-platform apps

No clear sense that there will be a business return

Immature technology that makes it difficult to integrate into

Insufficient connectivity (slow 3G, lack of broadband in some areas)

Business models related to money flow still evolving

Consumer perception that mobile commerce is unsafe

Consumer difficulty in using mobile device for payments (user interface)

Top Mobile Commerce Inhibitor

Like This Report?

posts lead to retail sales is a matter of debate.

2013 Mobile Commerce Survey

Timeline for Mobile Commerce Strategy Adoption

No plans for adoption

One to two years

standing the various means is knowing what

involved, security is a paramount concern, and

Like This Report?