There are many businesses that still do not have a website, or are not currently trading through it .
This happens predominantly where the PC penetration is low like Africa, or where there is a high level of physical presence needed like a wedding dress fitting shop. Also some businesses feel they are too small and feel that a web provision would not make sense for them like ice cream vans and street sellers.
The advance of the “on the go” mobile users will help plug some of these gaps and we will see some businesses only web expression being in the mobile space.
They will primarily be interested in helping users who are out and about getting the web to view and purchase their products and services.
It will be heavily dependent on timing, emotional responses and advertising messages as the mobile platform lends itself well to the impulse buy.
Example: At the pub, fancy a dirty kebab, my local is called Ali’s. Don’t have any cash and don’t like queuing. Hit his mobile site from your iPhone and click large doner and can – £4.75, pay via paypal. The order arrives instantly to his mobile phone via SMS alert and 10 minutes later you arrive, Hey presto.
The only problem I can foresee is me buying more more kebabs than I should and getting the meat sweats!
The internet has severely affected the bricks and mortar shop industry over the last 5 years.
The Mobile web revolution on the other hand is set to change all that.
The difference with a mobile web user is that they are on the go in the “real world” but still wanting to take action!
The Mobile Web is the perfect accomplice to analogue, print or bricks and mortar businesses. Because it is an interactive platform and infrastructure independent it can compliment an existing business better than the large screen web ever could.
Through the use of image recognition, Geo Location, Audio recognition, QR codes, Barcode Readers and the rest we will see an awful lot more augmented experiences between old the old and mobile.
Example in case you are confused : Christmas shopping in Topman – The queue is so long it finishes in Macdonalds across the street.Why not scan the barcode of item you like and buy it through their mobile web site. 1 click like amazon. For the user there is no queue, no stress, but all the satisfaction of real shopping, For Topman, less basket abandonment, lower costs, higher customer satisfaction.
Expect to see a rapid increase in mobile web provision that helps you interact with your surroundings and make easier purchases.
PS. Topman – I can sort this for you if you want.