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BtoB

Mobile commerce falls short

Published on .

Chicago--Cellular phones were expected to be the next big thing in direct marketing, but consultancy A.T. Kearney Inc. has found the technology has fallen short. Fewer than 1% of all respondents to a worldwide survey said they've used their cell phone to respond to an offer and make a purchase in the last year, and only 12% intend to engage in mobile transactions with companies in the future. Users are turned off by slow connection speeds of 9.6 Kbps, a lack of comfort with wireless communications and a lack of ease using the interfaces.
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