September 27, 2007, 12:00 AM

Less Is More

(Page 3 of 3)

If everyone had an iPhone, would m-commerce, as such, become obsolete? Could merchants rely only on their regular web sites to draw mobile business? Probably not, Baird says. The phone shopping experience is still unwieldy and best suited to emergencies, and mobile phone users will always appreciate speed.

“I don’t think we’ve even scratched the surface for how phones will be used in shopping, and when we do, we’ll find there are things that don’t make sense to have on the home page of your e-commerce site,” Baird says. “Instead, you’ll have a link that says, ‘Click here to access mobile features,’ so that the user ends up on a page with ‘Quick product search’ or ‘Shopping list’ or ‘Locate a store.’”

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