The lack of customer experience from a mobile

M-Commerce is changing the face of consumer shopping as we have evolved beyond merely shopping online to shopping anywhere sometimes while in the process of physically shopping!  Modern smart phones working on efficient mobile networks offer the perfect platform for companies to increase sales in an efficient manner removing the reliance upon a physical shopfront or call centre staff fielding enquiries. M-Commerce connects buyers directly to the purchase process seizing the moment where the demand to buy has peaked and a potential customer wants to complete the transaction that instant. This revolution in customer behaviour is unfortunately being let down by businesses capacity to adapt to this change in behaviour by delivering mobile friendly optimised web sites. The recent study by Eptica ( http://www.eptica.com/Eptica-Mobile-Experience-Study.html ) shows the scale of this problem which is backed up by other reports on the level of dropout for customers frustrated by the difficulties in using mobile payment solutions. What does this all mean?  We aren't ready for mobile and companies need to prioritise in mobile web projects to give us an epic m-commerce experience.