July 30, 2008, 12:00 AM

More mobile web users, more mobile commerce sites

As the mobile web becomes more popular, with some 40 million active users in the U.S., more retailers like m.pcRUSH.com are jumping into mobile commerce. The retailer’s mobile commerce platform provides price and other information on more than 50,000 products.

Internet Retailer

Use of the mobile web has reached a point where it is poised to explode, changing the ways consumers think about and interact with the Internet, a new report says.

“With highly capable devices, improving network speeds and millions of mobile users visiting web sites over their phones, we believe the mobile web reached a critical mass for mobile marketing this year,” says Nic Covey, director of insights at Nielsen Mobile and author of the report, “Critical Mass: The Worldwide State of the Mobile Web.” “A confluence of factors will only further ignite this market, rapidly, this year and into 2009.”

40 million U.S. mobile phone users, 15.6% of more than 256 million, actively use the mobile web, the report finds. In 16 countries tracked, the U.S. leads in penetration, followed by the U.K. at 12.9% and Italy at 11.9%. Nielsen Mobile has yet to factor in some Asian countries, which have much higher mobile web penetration rates.

Mobile innovation

As the mobile web becomes more popular, more retailers are paying heed and jumping into mobile commerce. The latest to create an m-commerce site is electronics merchant pcRUSH.com. The web-only retailer has used the popular “m” URL naming convention to launch its site, m.pcRUSH.com.

“We have consistently sought out emerging technologies to provide customers with a superior Internet shopping experience,” says pcRUSH.com chief operating officer Frank Khalili. “Our advantage lies in our ability to leverage technical innovation and meet or exceed customer demand for the easiest to use and most reliable electronic shopping technology.”

The e-retailer is using m-commerce technology from CardinalCommerce Corp. The technology, Cardinal Max, offers a mobile platform that includes navigation, search and secure checkout.

The mobile platform exchanges product and other data with pcRUSH.com’s e-commerce systems to ensure accurate price and availability on more than 50,000 products.

bill@verticalwebmedia.com

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