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Mobile
Web
The
potential
business
impact
of
Mobile
Web
in
Retail
Sector
over
the
next
5
years.
2010
Part
1
Background
1.1 Technology
or
Trend
Mobile
Web
1.2 Sector
Chosen
Retail,
food
and
agriculture
1.3 More
narrowly
focus
Retail
1.4 Brief
Definition
Mobile
Web
refers
to
accessing
www
(world
wide
web)
using
mobile
device)
Part
2
Business
Analysis
2.1
More
detailed
definition
Mobile
Web
is
an
ongoing
trend
that
associated
with
increasing
number
of
Smartphone
users,
that
allows
communicating
on-‐the-‐go.
However,
despite
that
advantage
over
fixed
Web,
mobile
access
still
suffers
from
usage
and
interoperability
problems,
like
slow
speed,
small
screen
size,
lack
of
proper
keyboard
etc.
2.2
Key
general
features
of
the
technology/trend
for
business
In
order
to
access
key
general
features,
intellegent
exploiter
framework,
more
particulary
effective
systems,
can
be
used.
The
framework
of
effective
systems
consists
of
four
steps,
progressing
from
the
basic
need
of
effective
information
systems,
through
information
management
skills
and
business
intelligence
up
to
business
innovation.
The
whole
process
transfers
a
company
from
enabling
with
new
technology
to
winning
with
IT
i.e.
transferring
it
effectively
into
competitive
advantage1
(Holtham,
2008).
The
implementation
of
effective
mobile
website,
that
have
user
friendly
content
allows
to
manage
information
about
customers,
competitors
and
market
and
the
effective
use
of
its
features
will
led
to
competitive
advantage.
The
key
general
features
of
adopting
retailing
on
mobile
web
are
the
ability
to
serve
the
growing
number
of
mobile
web
user
entering
company’s
website,
track
customers
behavior,
maintain
better
and
longer
relationship
with
customer
as
it
fits
with
their
lifestyle,
ability
to
attract
new
customers
via
customer’s
social
network.
2.3
Assessment
of
potential
business
benefit
and
risk
of
the
technology
to
the
sector.
The
number
of
mobile
users
is
growing.
They
are
new
potential
customer
segment
for
the
retailers.
Half
of
owners
of
mobile
devices
are
already
use
it
for
shopping
and
they
show
considerable
enthusiasm
for
doing
so2
(Mintel,
2010).
The
clear
benefit
is
that
by
adopting
mobile
website
as
a
new
distribution
channel,
the
new
potential
customers
can
be
targeted
and
the
offer
can
be
delivered
on-‐demand
due
to
customers’
constant
availability
online.
The
other
ability
of
adopting
mobile
web
is
to
track
customer
habits
according
to
his
or
her
behavior
online.
This
includes
deliver
a
suggestion
of
a
searching
type
product;
gain
information
from
customers’
reviews
for
better
customer
service.
These
benefit
have
been
adopted
by
Amazon
mobile
as
an
extension
of
its
traditional
strategy
of
using
customers’
reviews
and
product
suggestions
on
Fixed
Web
online
shopping.
Moreover,
since
the
availability
of
company’s
mobile
website
its
become
more
easily
to
retain
customer
loyalty,
as
it
delivers
offer
whenever
and
wherever,
which
is
most
important,
customers
are.
The
recent
trend
associated
with
mobile
web
is
an
access
to
social
networking
via
mobile
browser.
This
is
due
to
the
fact
that,
mobile
is
about
networking,
sharing
information
and
knowledge
and
keeping
in
touch.
Therefore,
the
experience
of
one
customer
on
company’s
website
could
be
shared
immediately
with
the
friends,
who
in
the
future
could
become
potential
customer.
Here
the
main
drawback
arrives,
due
to
operability
and
usability
problems
associated
with
mobile
web
use,
unpleasant
experience
will
be
shared
immediately,
which
leads
to
loosing
potential
customers.
In
order
to,
eliminate
this
type
of
risk
an
introduction
of
.mobi
version
can
be
adopted:
to
auto-‐detect
mobile
device
and
to
re-‐direct
to
.mobi
version,
where
more
convenient
content
could
be
delivered
and
more
efficiently.
Part
3:
Describing
one
vision
of
the
scenario
in
5
years
time.
3.1
Simple
story-‐telling
describes
how
the
technology-‐sector
scenario
might
turn
ot
in
five
years
time.
According
to
Mintel3
(2009),
mobile
Internet
usage
is
dominated
by
social
networking
websites.
This
is
due
to
the
popularity
of
social
network
as
a
trend.
In
the
future
mobile
web
not
only
overcome
Fixed
Web,
but
also
will
have
a
social
element
of
future
mobile
retailing4
(Rainie,
Anderson,
2008).
The
point
of
the
benefit
of
social
element
for
retailing
refers
to
the
statistics
published
by
Neilsen
Company,
that
show
that
90%
of
respondents
trust
peer
recommendations5.
Therefore,
in
personal
opinion,
the
adoption
of
social
element
practices
for
mobile
web
retailing
is
a
future
development
of
mobile
web
trend.
From
the
simple
story
telling,
the
social
element
practices
includes,
notifications
of
new
purchases
on
social
network
websites,
with
an
ability
to
leave
comment
or
make
ranking
for
friends.
For
example,
the
customer
who
bought
the
product
after
peer’s
recommendation
will
have
an
option
to
post
notification
on
personal
page
immediately
after
completed
transaction
on
company’s
mobile
website.
The
main
advantage
for
the
company
of
this
option
is
a
generation
of
world
of
mouth
marketing.
However,
the
risks
are
associated
with
a
bad
customer
experience,
i.e.
bad
information
widespread
with
enormous
speed
and
will
cover
a
lot
of
potential
customers.
Moreover,
mobile
devices
provide
opportunity
for
location-‐based
services
via
mobile
web.
This
trend
is
recently
emerged,
but
expected
to
have
a
great
impact
in
the
future6
(Economist,
2010).
The
main
source
of
advantage
here
is
that
it
provides
more
effective
information
for
marketing
decisions,
i.e.
the
potential
customer
can
be
targeted
not
only
according
to
his
or
her
search,
but
also
according
to
his
or
her
location.
That
means
that
in
the
near
future
the
customers
will
no
longer
search
for
an
offer
–
they
[offers]
will
find
customers.
The
mobile
web
practices
will
enable
it
with
the
future
trend
of
social
networking
and
location
based
service.
In
the
future,
more
mobile
devices,
that
enable
better
mobile
web
usage
will
be
launched.
The
first
sign
is
an
introduction
of
revolutionary
iPad
from
Apple.
So,
this
means
that
more
new
similar
devices
will
be
introduced
by
competitors
in
the
near
future,
which
will
be
designed
for
more
user
friendly
surfing
on
the
web.
Therefore,
future
mobile
devices
make
it
easier
to
shop
online
and
that
will
help
boost
the
market2
(Mintel,
2010).
3.2
Reference
to
Nicholas
Carr,
“Does
IT
matter?”
Nicholas
Carr’s
article
derives
with
argument
that
IT
has
become
a
commodity,
due
to
increased
availability
and,
thus,
decreased
costs.
IT
becomes
no
longer
matter,
as
it
no
longer
delivers
strategic
advantages7
(Carr,
2003).
Mobile
web
allows
many
advantages
for
businesses,
however,
as
Nicholas
Carr
pointed,
it
is
highly
replicable.
Therefore,
competitors
could
gain
exactly
the
same
benefits.
But
it
is
not
necessarily
that
they
use
it
in
the
same
way.
The
competitive
advantage
of
using
mobile
web
practices
will
be
determined
by
how
effectively
the
derived
information
is
used.
This
point
is
also
supported
by
Prof.
Clive
Holtham’s
article
(2008),
where
Professor
mentioned
that
the
key
benefit
of
IT
is
a
behavior
of
the
people
involved
with
it
on
both
business
side
and
on
the
IT
side8.
Part
4:
References
and
sources.
4.1
Reliability
and
objectivity
of
the
used
sources.
References
that
have
been
used
for
this
coursework
come
from
materials
published
by
well-‐established
authorities,
like
databases,
journal
articles.
The
information
that
have
been
used
is
also
up-‐to-‐date
according
to
publishers.
Therefore,
it
is
considered
reliable.
However,
I
would
like
to
mention
that
in
order
to
arrive
with
some
ideas,
UGC
(user
generated
content),
like
blogs
and
YouTube
videos,
has
been
used
as
a
starting
point
of
research.
4.2
References
1. Holtham,
C.,
2008.
Intelligent
Exploiter
Manual.
Cass
Business
School
2. Mintel,
2010.
E-‐commerce
UK
-‐
February
2010.
[Online].
Available
at:
http://0-‐
academic.mintel.com.wam.city.ac.uk/sinatra/oxygen_academic/m
y_reports/display/id=479843&anchor=atom#atom0
[Accessed
8
March
2010]
3. Mintel,
2010.
Social
networking-‐November-‐2009.
[Online].
Available
at:
http://0-‐
academic.mintel.com.wam.city.ac.uk/sinatra/oxygen_academic/s
earch_results/show&/display/id=394655
[Accessed
27
February]
4. Rainie,
L.,
Anderson
J.,
2008.
The
Future
of
Internet.
[Online].
Available
at:
http://www.pewinternet.org/Reports/2008/The-‐
Future-‐of-‐the-‐Internet-‐III.aspx
[Accessed
5
March
2010]
5. Burmaster,
A.,
Lee,
L.,
McGiboney,
M.,
2009.
Personal
recommendations
and
consumer
opinion
posted
online
are
the
most
trusted
advertising
globally.
Neilsen.
[Online]
Available
at:
http://blog.nielsen.com/nielsenwire/wp-‐
content/uploads/2009/07/pr_global-‐study_07709.pdf
[Accessed
8
March
2010]
6. Economist,
2010.
Follow
me.
The
Economist.
[Online]. Available
at: http://www.economist.com/business-
finance/displaystory.cfm?story_id=15612291 [Accessed 20 March
2010]
7. Carr,
N.,
2003.
IT
doesn’t
matter?
Harvard
Business
Review,
May,
p.41.
8. Holtham,
C.,
2008.
The
Intelligent
Exploiter.
Computing,
23
Oct.