Mobile technology company 2ergo predicts that mobile commerce will move into the mainstream in 2011. It expects mobile payments to quadruple by 2014, reaching £400 billion globally.
It’s published a white paper that forecasts a number of other mobile marketing developments over the next few years, include ‘intelligent’ customer relationship management that enables targeted mobile communication based on the type and dates of prior purchases.
Colin McCaffery, 2ergo’s director of products, said “We’ve seen plenty of predictions over the past few years that mobile is set to boom, but the uptake has never yet matched the market expectation. Our own research has shown that 4 out of 5 High Street brands aren’t engaging with their customer base through their smartphones, so there is still massive potential to be explored through intelligent mobile marketing. The explosion in apps and smartphone usage proves that consumers now view mobile as an essential channel for information, communication and entertainment. Retailers have the opportunity to build on this appetite by providing smart, effective mobile sites and commerce tools that will move mobile marketing from the fringe and into the mainstream.”