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Industry experts are closely watching the mobile market, and they’re finding ways to make better use of smart phone technology. For most of us, a phone is a constant companion; marketers and retailers want access to that companion, enabling them to advertise and sell goods to anyone, anywhere. Add to that the fact that although only 4% of mobile users have paid for items with their phones, nearly half (49%) expect to do so in the future according to Nielsen Mobile.

Some are calling the trend “m-commerce,” and while the numbers are small thus far research shows that the market is ripe. Early adopters of mobile shopping consist of just 9 million people, and they are likely adults between the ages of 25-34. Men are more likely to make purchases with mobile phones than women. M-shopping is clearly still in the future, but with the falling prices on smart phones and data plans, more and more people are using their phones to access the net and make purchases.

The most recognizable form of m-commerce is simply accessing an established e-retailer’s mobile site. Smart phone users can shop Amazon, E-Bay, or Best Buy from their phones using traditional payment methods. However, many are concerned about security. While those who access the internet via mobile phones are comfortable with checking Google Maps or accessing their email on the go, they are decidedly more cautious when it comes to making purchases. As the New York Times reports, “41 percent of the consumers who transmit data said security was the reason they didn’t buy things via their mobile phone. And 21 percent said they did not trust that the transaction would be completed.”

Because many users are wary of providing credit card information via mobiles (phones are easily lost or stolen), some retailers are enabling purchases short message service (SMS). ReadWriteWeb profiled a service through American Eagle Outfitters that allows shortcodes to send items and pricing information to user’s phones. “You can send items to your phone or your friend’s phone and a link in message takes you to a mobile web page featuring that item, its description, pricing, and locations where it can be found. The idea here is that you could take your phone to the store, show it to a representative, and they can help you find and purchase the item.” While they stop short of 1-click ordering, the process could easily be adapted as users become more comfortable with m-commerce.

Amazon also has a SMS service called TextBuyIt. Mobile shoppers can text keywords to the retailer, see product descriptions and pricing, reply to place an order, and answer a follow-up call for confirmation. The service ties your mobile number to your Amazon account, and default shipping addresses and payment information are used for payment and delivery. Again, Amazon stops short of pure mobile shopping by calling customers for added peace of mind.

The convenience of mobile shopping is bound to appeal to the public. Imagine hearing a song at a coffee shop and ordering the artist’s latest album while you wait for your cappuccino. You could instantly buy the size or color of shoe your local store doesn’t have in stock. We are becoming an increasingly mobile culture, and soon smart phone users will not only be able to talk, email, text, and surf on their phones, but they will also be able to buy just about anything they see.

Tuesday, July 15th, 2008 You can skip to the end and leave a response. Pinging is currently not allowed.

By Haley January Eckels