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. 

Online payment solutions - my choice

The world of e-commerce has developed rapidly over the past 20 years and fraudulent activity has moved as quickly adapting to this. So when we conduct business over the web we want assurance that this is going to be a secure transaction and that the company will protect your details so we trust them. This doesn't deliver epic customer experience though, this is what we expect as standard. The hygiene factor of security now needs to be supplemented with customer choice. Many of us conduct our web experiences on mobile devices (I am writing this blog from my mobile now) and because of this, payment methods need to be simple enough to do regardless of how fat your thumbs are. So when I complete a purchase on my mobile I want it to be secure but I also want to choose which payment method I use. Certainly I may wish to key in my card details each time and not have any retained data about my payment method but I may also wish to use PayPal or new technologies such as Barclays PingIt. For epic customer experience companies need to offer me all these options and more so that I can select the solution that I am most comfortable with and trust. Give me the choice and make it epic.