October 26, 2009, 12:00 AM

MarketLive enters mobile commerce in style with Armani Exchange

MarketLive is the latest in a series of major e-commerce technology vendors adding m-commerce to the mix. Its first client, Armani Exchange, offers a mobile site complete with vivid imagery and videos.

MarketLive is the latest in a series of major e-commerce technology vendors adding m-commerce to the mix. Its first client, Armani Exchange, offers a mobile site that includes a shopping experience complete with vivid imagery and videos

The biggest e-commerce technology vendors have been moving quickly this year to add mobile commerce technology: Bazaarvoice Inc. in January, Escalate Retail in April, Demandware Inc. and ATG in September. And there are more to come in early 2010, including Fry Inc. and Venda Inc.

MarketLive Inc.’s MarketLive Mobile works in conjunction with the company’s other systems to create m-commerce web sites. For A|X Armani Exchange, No. 246 in the Internet Retailer Top 500 Guide, the mobile site is accessed through the retailer’s standard URL, ArmaniExchange.com, which automatically redirects shoppers to the mobile-optimized version.

The site is filled with vivid imagery of the retailer’s apparel and accessories. Features and functions on the mobile site include product details, complete shopping cart and purchase process, store locator, and a section called Armani Life, which includes videos of models and the runways of fashion shows.

“We co-develop systems with our existing clients and we had mobile on our roadmap for 2009,” says Mark Pierce, CEO of MarketLive. “We approached half a dozen customers before we finalized on Armani Exchange. Their core customers, urban 18- to 30-year-olds, are very keen on mobile.”

MarketLive entered m-commerce this year because it believed the timing was right, says Pierce. “We think mobile commerce is here,” Pierce says. “We see the transactions growing. People are showing up on smartphones on existing sites and they are transacting, and the sites are not even optimized for mobile. We need to be there because of the rapid growth of smartphones. Like with all evolving technologies, our clients need to be able to power mobile and test it, and develop mobile commerce very specific to their customer groups.”

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