To: Maurice Winn who wrote (1634 ) 4/17/2000 9:23:00 AM From: Drew Williams Respond to of 12235
Don't Be Seduced By the M-Commerce Siren Songcgi.zdnet.com Jesse Berst, Editorial Director ZDNet AnchorDesk Tech companies are like the Sirens in Homer's Odyssey. They sing beautiful songs about the latest innovation that will change your life. Their allure is so seductive you become entranced. Only to crash against rocks. Tech companies now sing the praises of mobile ecommerce, or "m-commerce." M-commerce is the ability to purchase goods anywhere through a wireless Internet-enabled device. Think using your Palm to order dinner and a movie for home delivery while you're stuck in traffic. Sounds beautiful! Plug your ears. M-commerce is not ready for prime time. Mobile ecommerce will happen. Just not anytime soon. I'll tell you why history is against m-commerce, the hurdles it faces now and what m-commerce will really look like in 10 years. THE SIREN'S SONG Jeff Bezos predicts almost all e-commerce transactions on Amazon will be via wireless devices within 5 to 10 years. Click for more. Amazon is one of many companies touting m-commerce. It signed a deal with Sprint PCS to enable mobile book buying. And as part of its Amazon Anywhere initiative, it's working with Palm to let users shop and check online auctions. Click for more. HISTORY LESSON History tells us tech companies are far too eager to proclaim a revolution. Ten seconds after the first prototype emerges from the lab, they proclaim a huge new market "any day now." In reality, it typically takes years and at least two false starts for technology to catch on. Remember pen computing? It went through the Apple Newton fiasco (click for more) and the Windows for Pen Computing failure before it finally caught on (in modified form) as the Palm Pilot. And interactive TV? It went through failed trials in the mid-90s, and re-emerged as WebTV in the late 90s. We're still waiting to see if this summer's AOLTV launch will prove the "third time's the charm" rule. Click for more. M-STUMBLING BLOCKS It's not just history stacked against m-commerce. The concept faces serious hurdles today: No business model. Companies entering this market have no idea how they'll make money. They talk about ad revenue. But are you willing to receive calls from advertisers on your cell phone? Will you listen to a recorded ad for the privilege of placing a mobile order? Didn't think so. Other companies suggest a transaction fee. But until m-commerce becomes mainstream, the fees would have to be high. Another disincentive. Lack of technology. Mobile ecommerce can't happen without Wireless Application Protocol (WAP)-enabled phones. These aren't expected to penetrate the U.S. market until late next year. Click for more. Joe Lazlo from Jupiter Communications says "it will be years, if ever, before bandwidth increases and technology improvements give mobile devices the flexibility and openness inherent in Internet-connected PCs." Not to mention the small and dimly lit screens of current handhelds are not conducive to any sort of "catalog" shopping. THE FUTURE M-commerce has a future, but nothing like the crude, silly ideas talked about now. Jupiter says mobile Web services need to "complement the desktop Web but avoid replicating it, and online ventures should build offerings around the immediacy of mobile interactivity." In other words, you can't just transfer your existing Web page to a handheld and expect it to be a success. In the mid-term, m-commerce will become useful for stock traders and others who need instant information. In the long-term -- at the end of this decade -- m-commerce will transform stores into showrooms. Handhelds with bar code scanners will let users purchase and customize a product and have it waiting for them when they get home. You don't have to tie yourself to the mast of a ship like Ulysseys to fight the Sirens' temptations. Just arm yourself with the facts. Do you think m-commerce is right around the corner? When will it happen? Join a discussion already under way in my Berst Alerts Forum. Or hit the TalkBack button below and tell me when m-commerce will be a reality.