International Consultants' Guide

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E-Communications M-Commerce

Getting personal

Consumers need to be driven into m-commerce, says Marc Owensby, and personalisation is the way to do it.

Mobile communication is a story of evolution: from the first days when mobile phones were the exclusive and costly preserve of executives to the ubiquitous, user-friendly devices they have become today.

Now, with the rise of the wireless internet, mobile communication is taking another leap forward as handsets become 'take anywhere' integrated tools for talking, accessing information and all kinds of transactions.

Yet operators and portal owners still need to take a personalised approach to win wary consumers to m-commerce.

Next move

The mobile phone was the fastest ever technology to reach the mass consumer market. As the cost of airtime and handsets fell, service quality rose and the handsets themselves evolved from clunky brick-sized executive toys to highly functional, user-friendly and stylish accessories.

Mobile communication became accessible to all - and people were quick to embrace the convenience, fun and peace of mind that came from being able to communicate on the move.

Now, with the recent high-profile launch of WAP (Wireless Application Protocol) services, and the imminent launch of 3G (third generation) wireless, mobile communication is taking another great leap forward.

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