Cameron Franks, area vice president of sales for the Americas at Sybase 365, an SAP Company, recently spoke about a survey they conducted with 1,000 consumers on mobile holiday shopping. The key finding of the survey was that 32 percent of consumers, if offered mobile-based deals, coupons or alerts, could be persuaded to make a purchase on their mobile device.
Another recent survey by mobile marketing agency Briabe Media and mobile-social networking company MocoSpace, they found that 30 percent of survey respondents said they expected to use mobile coupons during this holiday season. Also in the survey, 62 percent said they planned to use mobile phones as a shopping tool prior to entering a store; and 46 percent stated they would use their phones for store or product research.
The bottom line is that smartphones are increasingly being used for store and product research and as an important tool in the buying process. Retailers must recognize this change in consumer buying habits and processes and actively engage consumers via mobile applications.
It will be interesting to see how the need for mobile retailing applications fits in with SAP's mobile strategy. I would not anticipate that SAP would get involved in the mobile retailing or mobile marketing application market, because this market is too dynamic for a large company. It is likely that SAP would simply look to support these dynamic mobile applications with ERP integration and leave this market to those application developers that are far more nimble and focused on the end customer.