Synopsis
Relative to Asian markets, especially in Japan and South Korea, Australia has a small m-commerce industry. The key elements of effective mobile commerce are mobile payments and mobile advertising. The period over 2009 and 2010 is critical for the development of a larger m-commerce market. No widely adopted standard for mobile payments has been developed in Australia to date. However mobile banking services have been launched by a number of major financial institutions and these services are expected to become more popular with the mass market in the short to medium term. Widespread adoption of mobile banking is often a precursor to increased adoption of mobile payments and mobile commerce. Mobile advertising is also in its infancy in Australia; however all major mobile operators have advertising and more sophisticated call-to-action devices within their mobile web portals. There are several key issues impacting on the development of m-commerce in Australia. Typically these are issues related to the customer’s experience of m-commerce services and technical issues relating to the telephony infrastructure. This report provides information and analysis of developments relating to m-commerce in Australia with a focus on m-banking, m-payments and mobile advertising.