Shopping via mobile phones is more than just buying something — there is a whole bunch of applications and content that consumers use to decide what to buy and where…and it’s all going mobile. I think comparison shopping is an easy thing to introduce (where customers looking at a product in a store can compare the same and different products in different stores) but getting people to replace a visit to the shops with a browse on their mobile will be more difficult.
An interesting paragraph about mobile content in general:
“The more different pieces we add to these Swiss Army phones, the easier it is to get user acceptance for the next application.”
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