据PriceGrabber.com的一份调查报å'Šæ˜¾ç¤ºï¼Œmobile buyers（手机进行消费的ç"¨æˆ·ï¼‰ï¼Œè´­ä¹°æœ€å¤šçš„部分是å†...容（digital content），æ¯"如买kindleçš„ç"µå­å›¾ä¹¦ï¼Œiphone的一些åº"ç"¨ï¼ŒéŸ³ä¹ï¼Œè§†é¢'等。最è¿'ç¬"è€...å"å...´é€šèº«è¾¹å‡ºçŽ°ä¸€ä¸ªæœ‰è¶£çš„现象，å'¨å›´æœ‰å‡ 个忘年交（接è¿'60岁），ä»-ä»¬å‡ ä¸ªäººæ²¡äº‹å°±å‡'到一起讨论iphone商åº-里面的åº"ç"¨ï¼Œè¿˜äº'相推荐类似**åº"ç"¨ä¹‹å‰æ˜¯5.99美å...ƒçŽ°åœ¨ä¿ƒé"€åªè¦3美å...ƒï¼›çœ‹æ¥è‹¹æžœå•†åº-çš„å¼€å'商，盈利是有保证的。正如之前一位圈å†...朋友讲：未来äº'è"ç½'，移动äº'è"ç½'çš„å†...容提供商将会热火，å...¶ä¸­åŒ...含了ç½'络作家，ç½'络åº"ç"¨å¼€å'è€...等。目前智能手机偏贵，许多年轻人暂æ-¶æ- 法承æ‹...è¿™ç¬"è´¹ç"¨ï¼ŒæŽ¥ä¸‹æ¥éšç€å¸‚åœºçš„æˆç†Ÿï¼Œæ™ºèƒ½æ‰‹æœºçš„ä»·æ ¼å°†é£žå¿«ä¸‹é™ã€‚

报å'Šä¸­è¿˜æŒ‡å‡ºï¼Œç›®å‰é€šè¿‡æ‰‹æœºå®Œæˆè´­ä¹°ï¼ˆmobile buying）还有不å°'障碍。å...¶ä¸­å¾ˆçªå‡ºçš„一点是源于手机终端屏幕太小，ä½"验感差。有1/3çš„å-访è€...表示通过手机完成购买太è€-è´¹æ-¶é-´ï¼Œæ"ä½œæ...¢ï¼Œå...¶ä¸­1/4的消费è€...表示手机的购买æ"ä½œå¯¹ä»-们来说太难以致æ- 法完成。可见在手机界面的ç"¨æˆ·ä½"验是相å½"的糟糕。å...¶ä¸­3/4çš„ç"¨æˆ·ä»Žæ¥ä¸é€šè¿‡æ‰‹æœºç»ˆç«¯å¯¹äº§å"è¿›è¡Œç "究，购物对æ¯"，值å¾-æˆ'们思索。

ç"µå­å•†åŠ¡ï¼ˆe-commerce），mobile commerce 简称（m-commerce）可以理解为：移动äº'è"ç½'商务。å...¶ä¸­æˆ'们å'现目前m-commerce还处于初期的商业åº"ç"¨ã€‚å...¶ä¸­4/5çš„é"€å"®å•†è¡¨ç¤ºè¿˜æ²¡æœ‰å¼€å§‹ç§»åŠ¨äº'è"ç½'商务。æˆ'们也可以å'现目前的åº"ç"¨ä»...ä»...集中在手机广å'Šï¼Œæ‰‹æœºç½'站建立，ipone组件的开å'，å...¶ä¸­ä¸Žä¼ä¸šè¥é"€æ·±å±‚次的合作åº"ç"¨è¿˜æ²¡æœ‰å¾-到重视如手机ç"¨æˆ·çš„ä¼˜æƒ åˆ¸ï¼Œæ- 线搜索引æ"Žå¹¿å'Šç­‰ã€‚The most common m-commerce application in use was mobile advertising, and just 6.5% of respondents had a mobile site. Slightly fewer had an iPhone app.

最è¿'Forrester的一份报å'Šä¹Ÿæ˜¾ç¤ºï¼Œ25%的美国在线零å"®å•†å°†ä¼šåœ¨ç§»åŠ¨äº'è"ç½'领域开展行动。å...¶ä¸­ä¼ä¸šå°†å...¶åœ¨ç§»åŠ¨äº'è"ç½'æ-¹é¢çš„努力ç"¨mobile features一词来描述；而2009年只有4%çš„æ¯"例，可见移动äº'è"ç½'çš„åº"ç"¨2010正在流行中。

附录：维基百ç§'中对Mobile commerce,m-commerce的定义

Mobile Commerce is any transaction, involving the transfer of ownership or rights to use goods and services, which is initiated and/or completed by using mobile access to computer-mediated networks with the help of an electronic device。

Mobile ticketing（手机购票）å...¶ä¸­å¯æ¶‰åŠç«è½¦ç¥¨ï¼Œæ±½è½¦ç¥¨ï¼Œæ¼"å"±ä¼šçš„票等，å...¶ä¸­è´­ä¹°ï¼Œé€€ç¥¨ç­‰æ-¹é¢éƒ½æ¯"较æ-¹ä¾¿ï¼Œè¿˜å¯ä»¥ç»¿è‰²çŽ¯ä¿ï¼Œæ- 纸åŒ-。

Tickets can be sent to mobile phones using a variety of technologies. Users are then able to use their tickets immediately by presenting their phones at the venue.

Tickets can be booked and cancelled on the mobile with the help of simple application downloads or by accessing WAP portals of various Travel agents or direct service providers.

Mobile ticketing for airports, ballparks, and train stations, for example, will not only streamline unexpected metropolitan traffic surges, but also help users remotely secure parking spots (even while in their vehicles) and greatly facilitate mass surveillance at transport hubs.

Mobile vouchers, coupons and loyalty cards ä¼ä¸šä¼˜æƒ åˆ¸ï¼Œä¼šå'˜å¡ç­‰æ-¹é¢çš„åº"ç"¨

Mobile ticketing technology can also be used for the distribution of vouchers, coupons and loyalty cards. The voucher, coupon, or loyalty card is represented by a virtual token that is sent to the mobile phone. Presenting a mobile phone with one of these tokens at the point of sale allows the customer to receive the same benefits as another customer who has a loyalty card or other paper coupon/voucher. Coupons may be sent to a customer utilizing location based services when he is in a certain physical proximity (e.g. passing by a store with a current mobile coupon offer.

Content purchase and delivery æ•°å­-å†...容购买

Currently, mobile content purchase and delivery mainly consists of the sale of ring-tones, wallpapers, and games for mobile phones. The convergence of mobile phones, mp3 players and video players into a single device will result in an increase in the purchase and delivery of full-length music tracks and video. Download speeds, if increased to 4G levels,will make it possible to buy a movie on a mobile device in a couple of seconds, while on the go.

Location-based services 同城服务

Unlike a home PC, the location of the mobile phone user is an important piece of information used during mobile commerce transactions. Knowing the location of the user allows for location based services such

· local offers

· local weather

· people tracking and monitoring

Information services 信息服务

A wide variety of information services can be delivered to mobile phone users in much the same way as it is delivered to PCs. These services include:

· news services

· stock data

· sports results

· financial records

· traffic data and information

Particularly, more customized traffic information, based on users' travel patterns, will be multicast on a differentiated basis, instead of broadcasting the same news and data to all Users. This type of multicasting will be suited for more bandwidth-intensive mobile equipment.

Mobile banking æ- 线é"¶è¡Œ

Banks and other financial institutions are exploring the use of mobile commerce to allow their customers to not only access account information, but also make transactions, e.g. purchasing stocks, remitting money, via mobile phones and other mobile equipment. This service is often referred to as Mobile Banking or M-Banking.

Mobile brokerage 手机股票交æ˜"

Stock market services offered via mobile devices have also become more popular and are known as Mobile Brokerage. They allow the subscriber to react to market developments in a timely fashion and irrespective of their physical location.

Auctions 拍å-

Over the past three years mobile reverse auction solutions have grown in popularity. Unlike traditional auctions, the reverse auction (or low-bid auction) bills the consumer's phone each time they place a bid. Many mobile PSMS commerce solutions rely on a one-time purchase or one-time subscription; however, reverse auctions are high return applications as they allow the consumer to transact over a long period of time.

Mobile Purchase 手机购物

Instead of using paper catalogues, retailers can send customers a list of products that the customer would be interested in, directly to their mobile device or consumers can visit a mobile version of a retailers ecommerce site. Additionally, retailers will also be able to track customers at all times and notify them of discounts at local stores that the customer would be interested in.

Mobile marketing and advertising 手机广å'Šï¼Œè¥é"€

Mobile marketing is an emerging concept, but the speed with which it's growing its roots is remarkable. Mobile marketing is highly responsive sort of marketing campaign, especially from brands' experience point of view. And almost all brands are getting higher campaign response rates . Corporations are now using m-commerce to expand everything from services to marketing and advertisement. Although there are currently very few regulations on the use and abuses of mobile commerce, this will change in the next few years. With the increased use of m-commerce comes increased security. Cell phone companies are now spending more money to protect their customers and their information from online intrusions and hackers.

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