According to the Internet Advertising Bureau, mobile commerce is steadily becoming a way of life for consumers in the UK. The numbers are quite emphatic: 51{6dae46da24e999607385e9be7950c1d4589f4b4e796c45b1daf9b427a72e91a2} of mobile owners (23 million people) have already used their mobile device to make payments, redeem coupons or research products and services. For brands who have taken the initiative, their first mover advantage have generated handsome returns:
- Dominos Pizza generated £10m sales in just eight months from their mobile app.
- eBay sells a car every five seconds on their mobile commerce site.
- New Look saw an increase of 60{6dae46da24e999607385e9be7950c1d4589f4b4e796c45b1daf9b427a72e91a2} in online orders after launching their m-commerce site.
However the age-old truism of giving consumers something of genuine value still applies. Here are some sobering numbers recently published by Deloittes:
- 80{6dae46da24e999607385e9be7950c1d4589f4b4e796c45b1daf9b427a72e91a2} of branded apps have been downloaded less than 1,000 times and only 1{6dae46da24e999607385e9be7950c1d4589f4b4e796c45b1daf9b427a72e91a2} have been downloaded more than a million times!
The lesson is clear – doing an app for the sake of it isn’t going to make anyone rich!
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