LM: How is the service enabled? MK: A consumer will set up an account instantly on their mobile phone or at shoptext.com, which will not only collect their demographic information but allow them to input their credit card to purchase physical goods through the ShopText network. In the mobile registration scenario, the consumer is called back via an IVR system that will walk them through the registration process. The security on an ongoing basis is ensured by the customer entering a PIN code whenever they enact a purchase through their mobile device, like withdrawing cash at an ATM.
Eine interessante Verbindung, die hier geschaffen wurde. Nicht nur, dass der Anmeldeprozess einfach sprachgestützt abläuft und so die potentielle Zielgruppe enorm erweitert wurde, auch die Einbeziehung der Kartenzahlung ist spannend.
LM: How’s consumer response been? Are consumers concerned about entering their credit card information and transacting over a mobile device? MK: Response has been tremendous. Consumers are able to send a text message and purchase products on the spot. Consumers have the ability to purchase products when they see them in magazines, on billboards, or in any other medium. They’re immediately able to complete the transaction with their favorite brands for products and services. We have even received e-mails from consumers thanking us for the positive experience that enables them to order products not available at stores in their area. LM: Has consumer education or lack thereof impacted market adoption? MK: We believe m-commerce applications will be another driver in terms of educating consumers on how to use mobile. After one campaign, we received about a dozen e-mails telling us our application was the first time that they’d interacted with mobile.