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Businesses failing to exploit m-commerce

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Not enough businesses are making the most of the opportunities afforded by mobile commerce, a new study has suggested.

The survey, commissioned by the Interactive Media in Retail Group and the Internet Advertising Bureau, found that only 20 per cent of retailer websites are optimised for mobile commerce.

This despite the fact that over 4 million customers are visiting business websites each month via their mobile phones.

Of those firms polled, 94 per cent admitted that the mobile internet offered their businesses a genuine commercial opportunity.

Alex Kozloff, mobile manager for the Internet Advertising Bureau, said: “For brands, extending their presence onto mobile has been a daunting prospect, simply due to the new jargon, technologies and tricks of the trade that need to be understood in order to make the most of the medium.

“But with UK consumers already seeking out brands on their mobile phones, in particular retailers, it really is essential that markets ensure the mobile experience they offer is just as useful, usable and engaging as their other properties, both on and offline. If they don’t, those competitors who have already put mobile on the agenda may start to steal their otherwise loyal customers.”