October 30, 2008, 12:00 AM

Phoning It In

(Page 3 of 3)

Amazon.com goes a step further: It has enabled pure 1-click buying for any phone. Once a mobile user enters his Amazon.com user name and password once, and then registers his phone number with the e-retailer via the mobile web, the device is then authorized to make 1-click purchases, which use default payment, billing and shipping information from the e-commerce site.

Every smartphone presents e-retailers in m-commerce with hurdles to jump. But smartphones are where the action is in mobile web browsing and m-commerce. And while the iPhone brings advanced functionality to the table, it’s important to remember that it’s just one more device option among many, experts say.

“Consumers are starting to latch on to mobile web browsing, and the iPhone is pushing this trend,” says Greengart of Current Analysis. “But it’s important not to get carried away by iPhone hype.”

What the iPhone can take credit for is raising consumer awareness about smartphones and mobile web browsing, and pushing the market to embrace greater functionality on mobile devices.

“Since the iPhone launched, we have seen a lot of the other phone manufacturers launch more powerful devices. The iPhone has accelerated the trend toward more advanced smartphones,” says Hall of Amazon.com. “This is great for customers-the better the experience they can have when out and about, the better the experience we can put on their devices.”

bill@verticalwebmedia.com

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