M-commerce comes of age: Collaborate to succeed

Abstract

Decade-long mobile commerce hype looks finally set to deliver. Developed markets are on the cusp of mass adoption, aided by developments in technology and changing user behaviour. Yet what was once seen as simply ‘a new way to pay’ now has much broader relevance, adding value throughout the entire retail journey. Many companies now see m-commerce as a strategic priority: some are looking to employ it to protect their core businesses, others will use it to apply existing capabilities to new areas. But few will find themselves in a sustainable, value-accruing position. It is highly likely that a dominant scaled solution will emerge within each country. For most, the only way to win at scale is through collaboration in the form of as yet untried partnerships.