UK ecommerce businesses are set for a boost with the addition of the first fourth generation (or 4G) mobile service later this year, we asked two experts what esellers can expect from the development.
Reports say that 16 major UK cities will have fourth generation mobile technology by Christmas and that Everything Everywhere (or EE), the organisation behind the rollout aims to cover nearly the whole of the UK within two years.
Experts say this will provide a big boost to retailers, empowering mobile shoppers with a better quality of shopping experience. But they warned that retailers need to adapt mobile sites if they are to benefit.
James Brooke, CEO at Amplience, said: “The launch of 4G is another step towards mobile technology fulfilling its early promise for retailers as they embrace commerce opportunities via tablet and smartphone devices.
“Some of the key challenges with the move to mobile include ensuring that your site content is optimised for the changed screen size, gestures and different operating systems, as well as the internet connection and speed.
“Mobile search and browsing are growing in popularity and, as such, retailers need to ensure that their sites are both easy to browse, engaging and easy enough to encourage consumers to buy.
“With 4G, the quality of mobile commerce experiences will improve beyond all recognition. Retailers will be able to use the high quality immersive video and rich media accessible on a broadband connected online store.
“Increased speed, quality and engagement with m-commerce will see an increase in customers turning to their mobile or tablet devices as their channel of choice for online shopping.”
Eric Abensur, CEO at Venda, says slow download speeds and dodgy connections have been a major negative influence on the growth in mobile shopping because customers tire easily and “drop off”. Now retailers could see bottom-line improvements.
“Improving internet access and speed, alongside helping businesses make the move to mobile, could see 4G become a powerful catalyst for growth as well as a truly significant source of income,” said Abensur.
“The launch of next-generation mobile internet will create a huge leap in the value of the m-commerce sector. Availability of 4G connectivity in the UK will provide huge impetus for growth of mobile commerce and a boost to retailers looking to regain connection with customers.”
