Telfonica head predicts 2014 mobile trends

Published on 05 December 2013 by in Latest News

mobile customer interaction management Telfonica head predicts 2014 mobile trends2014 will see mobile commerce enter the mainstream, according to the managing director of Telefonica, Shaun Gregory. Speaking to The Drum about his predictions for the coming year, Gregory highlighted the continuing growth of customer mobile use as a big trend for 2014, stating that retailers will need to become ‘truly omni-channel’ in order to capitalise on the continuing shift of the consumer landscape.

“No one can be in any doubt that m-commerce has hit the UK in a big way, now mobile accounts for 23 per cent of all internet retail sales. This Christmas it’s been forecast that £40 billion will be spent via mobile,” he commented. Gregory also referenced a recent study that suggested sales via mobile would increase by 68 per cent across Europe over the festival season.

“Globally, more than one billion people will be engaging in m-commerce by 2016,” he added.

The continuing growth of m-commerce has huge implications for retailers, with more businesses needing to incorporate the channel into their transactional and customer service systems. Gregory states that this integrated approach will ‘make the difference and allow retailers to stand out to customers in 2014.’ He highlights the following as good examples of this channel unity:

“For example, using the same product ‘stacks’ to offer the same range across multiple devices, and enabling touch-points within their physical stores that actively encourage showrooming behaviour, such as scannable codes for product information.”

Gregory also lists the increased use of data from customers’ mobile phones. “Opportunities pertaining to mobile payments, couponing, loyalty and customer engagement in-store will start to really become a reality,” he concludes.

You can find more information about omni-channel customer service elsewhere on the numero website.


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