m-Commerce, or mobile commerce, is the use of wireless technology, especially mobile telephony, to make purchases.
It includes all commercial applications related to mobile terminals and performed most often on the mobile.
Mobile commerce is not limited to mobile phones like smartphones, but also tablets and PDAs. A reservation of a movie ticket or train from a mobile phone is an act of m-commerce.
m-Commerce in society
m-Commerce seems to have entered the habits in 2012. It must be said that all conditions have been created to facilitate its growth: the rise of smartphones and tablets, but also and especially the diversification of means of payments through dedicated solutions like PayPal, SMS, etc …. Some companies have taken advantage of m-commerce in their production, in the distribution of their products and services or to make communication. McDonald uses the m-commerce as a sales channel, the order is processed and communicated via smartphone by scanning then the device in a terminal. This allows customers to avoid waiting time at checkout to order and they can take the time to choose their menus. Other companies such as Decathlon use m-commerce in order to save time for their customers. The service of the loyalty card is directly connected via their smartphone and at the checkout the customer can give his smartphone in place of its loyalty card, and the customer will be recognized. m-Commerce can therefore replace these cards in stores. Finally, as Celio companies use m-commerce to make communication for their brand. Once the customer enters the catchment area of the store, he will receives a SMS on promotions that made the store to attract the consumer. This method thus allows for the low price reporting affecting large number of potential consumers.
Mobile commerce in the European Union
The changing of regulatory environment in Europe allows new entrants to be payments to operators since 2010.
The regulation of m-commerce is not so different from the e-commerce because mobile payments are issued and processed electronically, they are an integral part of electronic payments.
While m-commerce does to this day no specific provision on legal regime, the rules applicable to payment instruments as well as electronic money, however, seems to fill this zone of uncertainty.
The attraction of m-commerce
To better understand the attraction for mobile commerce, studies were conducted.
Thus, a study by the CCM Benchmark in 2011 shows us the products most purchased or mobile services. Through this study, it is clear, first, that the train tickets, cultural goods and clothing are the most purchased mobile products. And secondly that mobile purchase is largely because the mobile is the best mode of Internet access. Indeed, the main benefit of m-commerce is to buy anywhere.
Available products and services
Mobile Banking or m-banking is slowly developing in Europe. Mobile banking services allow you to make banking transactions with your mobile phone.
The m-commerce provides a price comparison on smartphone from a geographical location.
The m-commerce can book, pay and cancel tickets (trains, cinema, …) on the mobile phone via an application.
The population in general, has a number of loyalty cards. However, they tend increasingly to be replaced by an application on the mobile phones.
Mobile coupon means an electronic virtual title called m-coupon or mobile coupon giving entitlement to a discount. It is issued automatically, with a registered personalization, dissemination is said to be restricted because it is performed in loyalty purposes, or for free download, upon subscription on the web or mobile portal of the service publisher, broadcast is performed in this case for the purpose of customer acquisition. The editor of mobile couponing service will have to appear on the virtual title, the face value of reduction granted to the client, including all taxes expressed as the maximum number of people beneficiaries, the date of validity of the m-coupon, number of registration and encoded specific number of security under a 1D or 2D barcode.
Every day almost, new brand launches an application for iPhone and/or Smartphones. The goal for brands is to facilitate consumer loyalty.
With mobile commerce, companies have other media to convey their message: the smartphone and tablet. Since m-commerce took off, more than one owner of mobile devices in four is influenced by what he sees displaying. It therefore more easily passes the purchasing act on this support.