In Europe m-commerce is primarily being driven by companies wishing to gain new channels to market and improve customer services, according to a new study just published by independent market analyst Datamonitor.
The European mCommerce Study 2001, which surveyed over 200 European companies, reveals that 54% perceive “new channels to market” and “customer services” as the main drivers for m-commerce. In Germany 60% of businesses view the use of mobile solutions within the company as more important drivers for m-commerce than customer services. Half of the companies interviewed in the UK and Spain consider “customer services” to be the main driver for m-commerce.
In Germany, though, “increasing the reactivity of the company”, “streamlining business processes” and “improving employee communication” are each rated as the most important driver by around 20% of companies. In contrast, just 3% interviewed consider “customer services” the main driver. “The message here is not that German companies consider customer services unimportant but that they consider m-commerce’s ability to improve their business as the driving force behind its take-up,” said Datamonitor technology analyst Markus Siivola.
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