Current State
In April of 2000 I got my first cell
phone. It was a Nokia phone and weighed
more than a small child, and in fact it came with a carrying strap (that’s
right, a strap). When purchasing the
phone the salesperson didn't ask whether I wanted a data plan or other add-ons
because they simply didn't exist at the time.
The phone only had a two color monochrome screen and only did on thing:
make phone calls. I originally signed up
for a plan that gave me 200 hundred minutes of talk time and I remember
thinking that was excessive because I would never be able to talk on the phone
or use a mobile device for that length of time.
Twelve
years later the world is a much different place, consumers are measured by
large carriers through a hierarchy of data plans, mobile browsing, texting,
apps, and video chat. Phone size has
decreased, the carrying straps have disappeared, and most people now carry a
full html version of the Internet in their pocket. Along with these changes consumers have begun
to purchase more and more products with their cell phones, visit social sites,
and get news, thus creating a market for mobile analytics and a need to quickly
understand market trends to capitalize on shifting dynamics. Since the iPhone’s introduction in 2007, the
mobile web in the United States has been turbocharged (Kaushik, 2010).
Where is it going?
·
Mobile commerce sales increased 81 percent in
2012, reaching a total $25 billion and accounting for 11 percent overall
ecommerce sales, according to a new report from eMarketer.
·
Overall, 24 percent of consumers used a mobile
device to visit a retailer’s site over Thanksgiving and Black Friday, up from
14.3 percent last year, according to data from IBM.
·
According
to a recent study completed by ComScore, 4 out of 5 smartphone users accessed
retail data in July of 2012.
Mobile commerce has finally
reached critical mass and will continue to snow ball over the coming
years. This is leading to further
developments and tactics in mobile analytics, which in turn is providing better
data to companies seeking to maximize mobile commerce.
Key
Players and Their Technology
Bango Analytics
Bango.com is a publically
traded firm based in the UK. The company
uses image tags to collect data from mobile devices by redirecting traffic to
their servers then redirecting it again to the customers landing page (Kaushik,
2010).
Google Analytics:
Google Analytics is a key
player in both mobile and standard analytics and continues to be an industry
leader in both categories. Google uses
java based solutions to collect information from java enabled phones such as
the iPhone. This form of analytics is
usually one of the easiest to set up and manage but also has shortcomings such
as non java enabled phones and the use of cookies which has come under scrutiny
in recent news for invasion of privacy.
Omniture
Like Google, Omniture uses
a java-based script to capture data from mobile devices using java. Another issue with this technology is that
unique visitors are identified with cookies and several mobile phones have
cookies disabled (Kaushik, 2010).
Mobilytics
Mobilytics is another
company like Bango that uses image tags to collect mobile analytics. Some feel this a better method because it
will provide analytics for both java and non-java devices (Kaushik, 2010). Reading in various tech blogs there are those
who feel this type of data collection will soon become obsolete as the
dominance of Apple and Android powered smart phones continues, placing the
majority of smartphone users in the java powered category.
Conclusion
Mobile ecommerce is
continuing to grow around the world. As
mobile browsers grow in complexity the analytics harvested from the will
continue to get better and better. This will continue to fuel this growing
sector of the analytics world and return a greater ROI to companies using the
technology.
Works Cited:
Web Analytics 2.0
by Avinash Kaushik, Wiley Publishing 2010
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