2011年移动电子商务展望报告.pdf

CONTENTS PAGE PAGE 3 EDITOR’S NOTE: 24 LEGAL/PRIVACY Mobile set to influence retail, on-device shopping Expect mobile and online behavioral advertising legislation By Mickey Alam Khan By Adam Snukal 4 ADVERTISING 26 MERCHANDISING Mobile advertising to drive mobile commerce sales Merchandise SKU and mobile store functionality are winning combo By Giselle Tsirulnik By Rimma Kats 6 ANALYTICS 28 MULTICHANNEL RETAIL SUPPORT Analytics key to multi-platform mobile commerce Thread multichannel assets for engagement with mobile consumer By Dan Butcher By Giselle Tsirulnik 8 APPLICATIONS 30 PAYMENTS Retail apps will be next-generation loyalty cards End of premium SMS micro-billing? By Giselle Tsirulnik By Dan Butcher 10 BANKING 32 RESEARCH Anticipate strong consumer adoptio