Mobile Trends in Germany
The advance of smartphones continues unabated. In 2011, BITKOM concluded that more than one in two phones sold in Western Europe and the USA is a smartphone. Worldwide, one item per second is purchased on eBay via a mobile application. A total of around six million Germans now use a mobile device for shopping, and it is assumed that within five years around eight percent of the goods sold in e‑commerce will be sold on mobile devices.
Digital goods in particular, such as tickets, music, apps, and books, are purchased with mobile devices because they can be used directly on the mobile device. Retailer websites are increasingly being adapted to mobile devices in the form of apps to make shopping on these sites easier. Normal websites are usually not suitable for mobile devices, as they offer too much information with little clarity. Mostly buttons are set up with which one comes directly to the conclusion of the purchase. For example, via new payment offers, payment can be made directly by clicking a button and entering a user name and password, without the need for time-consuming input of address data, etc.
We assume that mobile advertising will be an integral part of marketing. The customer enters into contact with the advertising company due to mobility in changing environments. This means that companies can use mobile marketing to address customers in a much more targeted way in the future.
NFC (Near Field Communication) and payment with eWallets are the favorites. — Users load money onto a mobile wallet (for this they need an account with an eWallets provider — e.g. google) and can then use this account to pay in stationary retail outlets or even directly in online stores. In the store, the device must be held up to a receiver device so that the corresponding data can be transmitted via NFC. On the Internet, payment is made by entering the relevant account data.
In addition, proprietary payment models, in which customers can pay via previously acquired credits or credit balances, play an important role. Promising payment services are QR Shopping from Ebay/Paypal, “Drive Thru Payment” (Starbucks), “Yapital” (Otto Group) and “Mpass” (Telefonica). In the long term, we believe that NFC technology will prevail, as it allows payments to be processed quickly, is very simple, and can also be linked to other functions such as loyalty or coupon systems. It should be mentioned that payment services in Asia (high cell phone penetration, in some cases no nationwide DSL infrastructure) and North America (where there are hardly any convenient payment methods such as bank transfer or direct debit) will certainly establish themselves even faster than in Germany.
In terms of M&A transactions, investors are focusing on young technology companies in particular. Companies that draw attention to themselves with new technologies and applications. These companies are often taken over by the major market players during the development phase and integrated into their business structure. In this way, the small companies manage to bring their technologies to the market and the market players to further differentiate themselves from the competition. One example is the acquisition of Instagram by Facebook.