can start going to the same portal and pick out the products that
There are more than 70 products merchandised on the app,
and there is an obvious demand for more — most consumers in
the i Tunes App Store commenting on the app say they want
more products, and that the one they wanted wasn’t there. Feld-
man and Fazeli were guarded about the actual number of prod-
ucts sold, saying that it is too early and that they are still in the
testing phase. However, Feldman says that inventory is building
“The beauty of this app is, on the
front end, it’s just one entry door, but on
the back end it goes to different fulfillment and works with all different back-end logistics,” says Fazeli. He compares
it to Amazon, the retail giant heavily
invested in mobile commerce.
Adobe Flash is a platform that enables Web sites to integrate
rich media, such as animation and interactive features. Apple’s
products do not support the technology, which has frustrated
users who cannot view content from their favorite Web sites on
an iPhone or iPad. This is a point of contention between Adobe
and Apple CEO Steve Jobs who argues that Web developers are
moving toward HTML5, a new and improved platform that will
be better for rich media and interactivity.
Novelty or Necessity?
It’s unlikely to have a conversation
about the future of mobile without citing
the success of Amazon and eBay. On last
year’s first-quarter earnings call, eBay
CEO John Donahoe forecasted that users
would buy $1.5 billion of merchandise
via the eBay app in 2010, almost triple
the volume of 2009.
The adoption of smartphone usage
and the growth of mobile commerce led
by these mobile retailers are undeniable.
However, not everyone is convinced
that traditional direct response marketers
should hurry up, act now and integrate
Ken Osborn, president and CEO of
Bridgeport, Conn.-based Liquid Focus
Direct, tested direct response marketing on mobile devices but found that it
didn’t pay out for a direct sale. Although
he is optimistic about the advent of mobile, he’s not convinced that the industry
is ripe for it just yet.
“If you’re doing lead-gen, go for it,”
says Osborn. “If you’re doing traditional
DR, then I don’t see it applying much.
How are people going to click over and
buy from a cell phone, at least with today’s technologies and the rudimentary
delivery styles the Web pages of mobile
phones permit? How many phones don’t
allow for Flash? Heck, you can’t even
see Flash on an iPad yet. We’re just not