In talking with dozens of merchants about their expectations for mobile marketing and mobile commerce, we asked questions about how their expectations for both communicating with and transacting with customers have been altered by mobile technology. Many of these businesses used mobile payment systems and many more did not. Not one of them started off saying, “I wish my customers had more ways to pay with their phone.”
Instead, we heard questions from confused business owners and managers such as
• “How does mobile help me get more people in my store?”
• “What’s different about my mobile website that would have more people try us out that have never been here before?”
• “I am posting deals to social networks and our ...
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