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Donato’s Pizzeria Corp. is launching the first m-commerce program offered through a partnership between Motorola Inc. and Food.com, who say mobile commerce will give retailers more brand recognition and market share.
Donato’s Pizzeria Corp. is launching the first m-commerce program offered through a partnership between Motorola Inc. and Food.com. The time is right for mobile commerce because all major cell phone products will be web-enabled in 2002, says Gary Leskun, director of business development for Motorola’s Mobile Shopping Internet Software and Content Group. Donato’s plans to roll out the service nationwide by mid-2002.
The enterprise-based solutions, developed by Food.com and delivered by Motorola’s wireless network, will allow cell phone users to order pizza and other goods. The solution leverages Motorola’s wireless mobile shopping technology and Food.com’s patented Retail Ordering System platform to give consumers a convenient way to make location-based purchases via web-enabled mobile devices such as cell phones, PDAs and PCs. Leskun says Motorola’s research shows that 80% of consumers’ disposable income is spent near their home, which should spark the interest of retailers looking for loyal customers and repeat business, as well as brand recognition. "If retailers could have their brand in consumers’ pockets when they are at a decision point on what to get for dinner, clearly they would have an increase in market share," he says.
The companies say the benefits of ordering on wireless devices include avoiding busy signals and being placed on hold, insuring better order accuracy and being able to view a retailer`s menu or product when purchasing online. Karen Orton Katz, senior vice president of sales and marketing at Food.com, offers some interesting facts that back up the expected boom in m-commerce, especially for the $30 billion pizza industry. "80% of the time, people order the same thing for take out and 70% of people order take out at least twice per month," she says. "It’s a simple transaction and it’s a good way to get into mobile commerce."