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The first version of a mobile radio telephone being used in 1924. ‘Overview of company & wireless solutions offered to grocery industry users’. Des Martin, VP Retail Industry Marketing. Wireless is newsworthy…’.
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telephone being used in 1924
VP Retail Industry Marketing
NCR CONFIDENTIAL - DRAFT ONLY - NOT FOR EXTERNAL USE
Which industries are ripe for the "wireless revolution"? ...Retail will be the most unpredictable sector and the biggest sinkhole for failed experiments. Take Motorola and Symbol Technologies, for example. The twosome announced last week that it will pool $500 million to form a new wireless e-commerce venture. The as-yet-unnamed "newco" has plans to embed minuscule scanners into mobile devices that could then read bar codes on ads in publications. Users would simply scan the bar code of a product they want for immediate purchase…..The bigger challenge for most wireless commerce plays is to make things as simple as possible for busy consumers…Wireless commerce is not a mirage. But it\'s far from a well-defined opportunity. Keep a laserlike focus on your customers\' needs before you shell out the cash to be on the bandwagon…..
E-Company, Is Wireless E-commerce Right for You? By David Batstone, June 20, 2000
"The big established portal players are paying lip service to wireless," said Phillip Redman, associate director of wireless mobile communications at The Yankee Group. "They have been slow to adopt wireless technologies. In some ways they\'re justified because access to the Internet on a phone today is slow. But they\'ll have to move quickly in the next year…."
“Sun executive VP John McFarlane says the wireless market is maturing so fast that even Sun did not anticipate it. But how the market will mature is anyone\'s guess, leading to an explosion of companies, business models, and technologies that make even the hypergrowth usually associated with Silicon Valley look weak…..”
Deborah Gage, [email protected] Partner
“Study finds that 8 times more people will use mobile commerce in the future than conduct wired transactions over the Internet”
RCR Wireless News, 05/08/2001
The wireless market is heating up…...
…..the consumer is the key
Rule#1: The Customer is always right…….
Rule#2: If the Customer is wrong, reread Rule #1.
to get everything done.
1980 1985 1990 1995 2000
Trips to Mall 3.1 2.8 2.0 1.5 1.6
Stores Visited 7.0 5.5 3.5 3.1 3.3
Hours Spent 10.0 8.0 4.0 3.0 3.5
Source: MAS Marketing/McMillan Doolittle
57% of shoppers bought at a mall in 1999, down from 76% in 1998
Source: Retail Intelligence System, 1999 Consumer Database, Pricewaterhouse Coopers LLP
Anderson Consulting, International Retail Trends
Source: Retail Intelligence System 2000 Consumer Database, PricewaterhouseCoopers LLP
External shopping resources
The consumer shopping process
The shopping process can occur entirely within a store,
entirely outside the store, or in any combination,
driving a need for the retailer to support multiple channels
21st Century shopping: ‘the sum of all channels’!
PWC report on Multi-channel retailing
The shopping process increasingly involves non-store channels,
but no channel will entirely replace any other channel
because each channel brings different values to the consumer.
The degree to which online and offline strategies, corporate cultures, operations, and systems are successfully integrated and coordinated will separate the winners from the losers.
Stores are evolving from multi-purpose locations centered around “product” to being an integral part of a multi-channel model centered around “customer”
Mobile, but not wireless….Eg battery-powered Pos/Kiosk,(Lan-based)
Wireless and mobile, but not portable….Eg. Battery-powered Wireless POS/Kiosk
Wireless, but not mobile…Eg. Electronic Shelf Edge labels
Portable, but not wireless….. Eg Handheld scanner & docking station
Portable and Wireless …..Eg. handheld POS terminal