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11 Apr 2011

Every fourth online customer shops via smartphone

M-commerce is increasingly popular with the young and wealthy

Turnover provides the basis for further investments

Mobile shopping breakthrough on the way    
Mobile commerce, that is online shopping via mobile phone or tablet PC, is fast gaining a foothold. So far, some 23 per cent of German Internet users have frequently shopped online via a mobile device, and roughly 40 per cent use mobile devices to look for or find out about products on the move. The operators of m-shops are optimistic and plan to reinvest their gratifying turnover to help mobile shopping to achieve a breakthrough. These are the findings of a representative survey of Internet customers on the subject of the latest novomind purchasing power index.

The lion’s share of turnover is generated by 18 to 29-year-olds and higher earners     
Sixty per cent of Internet users are generally willing to shop via a mobile device, the survey revealed. Most of these are young people under the age of 30 and higher earners with a monthly household income of over 3,000 euros, who use their smartphones to go online and order products. The remaining 40 per cent of the online community still have their reservations and are not planning to use a mobile device to browse online shops, search for information or purchase anything in the near future.

Success of m-commerce depends on implementation of technical standards  
This will soon change if online shops have anything to do with it. The broad success of the new shopping channel depends directly on the spread of smartphones, however, and on the added value of mobile shopping. In other words, online traders need to adapt their shopping platforms to the special characteristics of mobile technology and being on the move. This includes optimising their shops to accommodate a whole array of terminals. “New functions on mobile devices call for new technologies on the operator side as well,” says Peter Wiedekamm, CEO of novomind. “The use of multitouch interfaces offers the modern e-shop some brand-new navigation possibilities based on gestures and haptics.”

novomind AG:
Since 1999, Hamburg company novomind has been developing innovative e-business solutions for the modern Internet world in four e-business disciplines: e-commerce (e-shops and zoom server), ePDM (electronic product management), e-marketplace (marketplace integration) and e-communication (solutions for contact and service centres).

novomind is a European technology leader in every service segment and covers the whole digital value-adding chain in retail and electronic customer communication. The Hamburg-based software house is the fastest growing company in the fields of electronic customer communication and mail management.

novomind also provides comprehensive consultancy services for people choosing a suitable IT system for e-commerce. Established licence software like IBM WebSphere Commerce Server is considered, as are custom-made novomind solutions based on novomind iSHOP.

novomind AG is currently assisting more than 80 companies including Targobank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC.