A problem also faced the French entrepreneurseconomy in deceleration phase read also page 302 of the starts of dwellings in December 1Go take a small black without white smokeAn investment that sponsors want to make profitable at bestAs this nomadic life help to feed its styleIn 2006 this percentage deflects slightly 21The distinction is subtle but fundamentalElementary but applying for municipal councillors6 billion euros and France 307 million iIn the Japan, even if mobile commerce is not a tidal wave, it is not unusual to see its neighbour of train order food or fashion since her laptop accessories. In France, to obtain a product or a service by mobile intervening is still a very minority behavior. But the initiatives to develop the "m-commerce" multiply, with the arrival of emblematic sites of e-commerce. What, at least, draw the attention of consumers who are accustomed to shopping on the Web.
Launching late 2007 by voyages-sncf to its mobile site should participate in the movement. An ambition clearly displayed by the Agency in line which took two years for the development and testing: she dreams to be that which the French will conduct their first transaction via a mobile phone. According to a study commissioned to TNS Sofres, one in four said ready to buy a train on its mobile ticket. The public referred priority: buyers of last minute, of course, but also frequent travellers and 12 to 25 years.
On voyages - sncf .mobi, including, which established a partnership with Bouygues Telecom to be more visible, it is possible to book and pay her ticket, see the schedule or benefit from special offers. In the second half will be added the exchange of notes. And, in the term, the objective is to go to the virtual ticket. Today, the site posts each day 8,000 unique visits that generate the 80 transactions. "Today, we learn uses, the paths to the mobile site which will optimize over the month." "We hope to replicate the success of the Web," said Christophe Léon, marketing director of voyages-sncf. FNAC also recently launched a portal of m-commerce. A playful demonstration of the mode of operation is done on its Internet site. With a key argument: "payment is secure as on fnac." An item returned by the different actors and hoping to reassure their faithful.
Technology watch
Alapage launched late 2007 accessible site on phone, with the completeness of the catalogue and the same username and password on the Web. Concerned French of their spending, he insists on function research to enter its keywords offline and immediate access without having to launch the browser to optimize his time of connection.
The General distance selling professionals also started. The Redoubt as Swiss 3 both, for the sake of technology watch and recruitment of new customers, began to investigate the m-commerce and dedicated teams to this new channel of distribution. It for Bertrand de Talhouët, CEO of La Redoute "of a declination of the Web, tailored to the laptop." With the Internet, it is unnecessary to go to the shops. "There, there is even more need of his computer: can be ordered when you want, wherever it is."
The path is made in several times. First step: for almost two years, La Redoute and the Swiss 3 client can follow his laptop is its command. Second step: since one year, it may order products identified on the catalogue or the Web site and pay via their mobile. Third stage, most recent: the consumer can connect directly to the site. Small advance of 3 Swiss: it may be a new client, whereas the Redoubt to already have a customer number to order. Similarly, the consumer can be put in contact directly with an operator if he wishes.
The Redoubt created a shop with first products exclusive to the Web site, but visible and available for sale by mobile phone. 3 Swiss have, in turn, a mini-catalogue of 400 products (from 10,000 to 15,000 on the Web site, or 6,000 in the paper version) with fact sheets produced to see colour and size. "The only limit is the size of the screen," said Denis Duval, Director of e-commerce and new media in 3 Swiss France. This distance selling specialist receives today about 40 orders per week via the mobile phone, that embryonic remains from 60,000 to 100,000 orders made at the same time on the Internet. The average basket for those who require and pay via Wap is two and a half times more important than on the Web. The Redoubt records, more than 4.500 unique visitors per month on average and in a year, multiplied by 2.5 the number of orders per month.
The laptop can also be used to alert, to announce: "your package has arrived", an operation as possible among multiple players. The next step, which are already working on the two players, is the recognition by the laptop of a QR Code sort of code bar enriched on the catalogues themselves. This is however dependent on the development of 3 G, "as e-commerce really departed in France when ADSL is widespread", adds Denis Duval. But, for him, cannot be expected, even after equipment and standardized technologies, the French cultural reactions. "Thus, if the e-commerce works well in France, Germany or in the United States, there it works less well in the Canada or Spain." "In these countries, even if the client consults the Web, he prefers ordered through another channel (telephone or paper)", he added.
Multi-channel logic
If, for the moment, the two signs are unable to predict what the m-commerce will become, they agree to be "in", in a logical process multichannel, to find new relays for growth, at a time where the activity of traditional catalogs momentum. "This new mode of command responds to a completely impulsive purchase, and we must seize these moments like for example the first day of balances at 9 a.m. or offers of Christmas two periods where the site Internet de La Redoute records attendance peaks when the client is not next to his computer", added Bertrand de Talhouët.
While a number of major players to take position and phones park renews itself for good use of the sites by a wider audience, the purchase of the painting tools cross them also Cape Kelkoo was thus launched in November its engine of shopping on mobile to compare prices of 6 million products. It is then possible to shopping directly to the referenced signs with their own commerce on mobile site. A specific version was launched on iPhone. M-commerce, the device is indeed hopes, not at Apple, who hope to sell more music via iTunes.
