Mar
10
This aspect of Mobile eCommerce will be longer in coming, since you need supplementary hardware in the real world, but it WILL come, just like vending machines and other kiosks came.
Today’s vending machines are obviously out in the real world, and are quite portable. But their limitation has always been the need for coins or bills to make a purchase. Credit card scanners could work for some consumers, but NFC is already becoming a standard in Japan for eCommerce transactions down on the street.
And because there are no limitations due to cash on hand, the goods and services can be very high ticket items. There is no reason not to sell cameras, jewelry, and even gold bars (an idea already being tried in the U.S with other means of payment.)
A quick swipe of your cell phone against a vending machine, and you can have any consumer product they can fit in the machine, and access to things they can’t. If you want to buy a car, or book a quick weekend vacation, there’s no reason not to sell it to you if your credit and or cash balance justifies it.
Also consider that with the advent of mobile data connectivity for everyone, SERVICE providers will also be able to complete transactions “on the run”. Plumbers, Heating Contractors, Lawn Maintenance workers, will all be able to receive service requests while they’re at other assignments, or even on a slow weekend when they’d be willing to do a few extra jobs. The difference from today’s call center oriented appointment systems is that the contractor themselves can handle a referral directly from a mobile request – either from a smart phone, or a kiosk at a home center.
The key for business people is to position yourself in the most visible networks available to consumers. I think the new YellowPages iOS apps are very well designed from a user’s standpoint, but they still don’t connect you directly to goods and services other than providing a phone number. More personalized, connected service will be the key.
Here are some other ideas for Mobile eCommerce interactions with physical vending items:
1. Laundromat: Cell phone can pay for time (as much as needed, no need to get or handle change. Phone can unlock door of machine when needed, so no one else can interfere with your clothes (for a limited time, of course.)
2. Storage Lockers: No Change needed, just touch phone to locker, open it, buy time. It remains locked until original renter returns, time runs out, or owner uses master account.
3. Buying tickets in subways, bus terminals and airports. Actually more like buying a seat, since physical tickets or tokens will no longer be necessary.
4. Multi-purpose kiosks to allow “quick” transactions like bill paying, bar tabs, and entertainment venues. Some of these multi-purpose machines are already hitting the market, with plans to use “e-ink” displays to allow instant modification of the graphics for new products.
5. Businesses should also consider the INBOUND rewards from eCommerce enabled kiosks. You can offer up discounts, free samples, and other offers in exchange for the consumer supplying you with opt-in marketing permission and information – right at the kiosk or on their smart phone. Combining a specific, immediate offer with opt-in participation will be a supercharged way for businesses to expand their revenue streams.
There are a lot of ideas here for enterprising businesses, but even more so for motivated hardware and software developers. The infrastructure of Mobile eCommerce vending may turn out to be the largest industry of all.
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