Commerce Weekly: iPhone NFC rumors return

Apple may yet embrace NFC, mobile shopping isn't a fad, and will the mobile wallet battle come to a head in 2013?

Happy new year! Here are a few stories that caught my attention in the commerce space recently.

Apple NFC rumors revived

PassbookiPhoneWe’ve no sooner outfitted our shiny new iPhone 5s with cases and fancy accessories than rumors of the iPhone 6 have emerged. Matt Brian reports at The Next Web that “Apple has been testing hardware relating to a new ‘iPhone6,1′ identifier, powered by a device running iOS 7.”

There’s also renewed rumors of Apple’s intention to integrate NFC technology into the next iPhone. Mikey Campbell reports at Apple Insider that on December 20, 2012, the US Patent and Trademark Office published a patent application filed by Apple in 2011 “for an ‘Integrated coupon storage, discovery, and redemption system,’ a property covering the receipt, storage and use of digital coupons on mobile device” — basically, what Passbook became this past year. Campbell notes that NFC capabilities also are mentioned in connection with coupon redemption, indicating “that the company is at least thinking about including the protocol in future versions of the iPhone or iPod Touch.”

Joann Pan at Mashable notes the implications such integrated technology could have on retail shopping for consumers and merchants alike. She writes:

“With Apple’s proposed ‘integrated coupon storage,’ patrons will be able to walk into stores and receive notifications about items for which they have coupons. After the transaction is complete, the customer will receive a digital receipt wirelessly. Alerts will also be pushed for coupons with impending expiration dates. The patent also mentions a verification system for coupons and discounts.”

Holiday mobile commerce records are tip of the iceberg

Though the record-setting holiday season is behind us, this is no time for retailers to rest on their respective mobile commerce laurels, says Mobile Marketing Association’s Jack Philbin in a post at Fast Company. Philbin argues that this holiday season was just the “tip of the iceberg of what is sure to become a mobile-dominated shopping experience during the next few years” and that retailers need to think mobile 365 days of the year from here on out.

Philbin offers retailers several “actionable steps,” including expanding the holiday mobile strategy into a year-long strategy with the holiday season as one aspect, and integrating traditional marketing plans into mobile plans, creating one overall strategy. “The lines are blurring between marketing channels,” Philbin writes, “and now more than ever, retailers need to think about how to execute a seamless brand experience — integrating all of consumers’ favorite platforms and channels.”

It’s also time for retailers to “embrace mobile as the shopping companion,” Philbin says — and recent study results indicate he might be right. In separate posts at Internet Retailer (here and here), Bill Siwicki, managing editor at Mobile Commerce, took a look at a two such studies that show consumers are becoming comfortable with their smartphones and are yearning for more shopping integration.

The first, a study of smartphone owners conducted by ad agency Moosylvania, showed that 80% of respondents “want more mobile-optimized product information while they’re shopping in stores.” Researchers also found that 30.1% of respondents research products when away from home, and 12.4% of those do so in stores. They also found that 76% of respondents are comfortable with mobile coupons and that 44% would welcome mobile wallet capabilities. Siwicki also looked at a survey conducted by Perception Research Services International that showed 76% of respondents who own a smartphone use it while shopping; of those, 53% compare prices, 49% read customer reviews, and 48% hunt for coupons or sales.

Mobile wallets: now or never?

Michael Brush at MSN Money took a look at the mobile wallet battle and says if you don’t already have a mobile wallet, you probably will by the end of 2013 — and maybe more than one. Brush looks at the battleground from both consumer and investor perspectives, noting that for consumers, it will change how — and how much — they spend; for investors, the battle is “worth studying because there will be major winners and losers.” LevelUp CEO Seth Priebatsch told Brush, “I think 2013 is going to be the year where mobile payments will happen and there will be a winner, or mobile payments won’t ever happen at all.”

The battle boils down to two goals from the vendor/retailer perspective, says Brush: improved marketing efforts and potential savings in credit card fees. On the marketing front, the “Big Brother-ish” nature of the data collection efforts will likely force providers to tread lightly, Brush notes, but consumers stand to benefit big as wallet competitors fight for adoption. Industry analyst Aaron McPherson told Brush the mobile wallet battle “will be a bloodbath in 2013.”

Brush also outlines each of the current key players, who they are and how they measure up — you can read his full report here.

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