The Global Mobile Commerce Forum (GMCF) is to embark on extensive market research to discover the demands and expectation of mobile consumers.
The GMCF, was set up in November last year and counts more than 80 companies in 15 countries as members including Nokia, Cellnet, Logica, Orange and Barclaycard.
It defines mobile commerce as ?providing the mobile consumer with the ability to purchase and receive goods and services securely, via wireless technology?.
The GMCF is working to put a retail park with ticket dispenser, cash machine, information library and entertainment capabilities securely into the mobile phone, bringing the ultimate in convenience to the consumer, it claims.
It has commissioned market research company, PFA Research to discover what actual services the mobile consumer most wants. The project will be headed by Peter Woods, new business opportunities manager of Mondex.
The research will target around1,000 mobile users to identify levels of consumer demand for specific applications.
While the industry is talking about finding the ?killer application? for the Internet, Mike Herman chairman of the GMCF market vision group, and mobile commerce business development manager at Cellnet, said: ?The mobile phone will be the killer access medium.? The ability to book travel, transfer money and buy goods, the mobile phone offers huge cost savings as well for the business as well as being convenient for the consumer.
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