Vision, mission and strategy in mobile commerce

Traditional commerce and e-commerce are becoming more and more intertwined. And mobile devices are at the heart of this O2O experience. In the mobile commerce expert group we look at what it is, how to move towards the latest solutions and how to stay aligned with the customer base.


Mobile Commerce - Vision, mission and strategy

The role of mobile commerce is growing steadily. People are connected with their mobile devices like never before, and mobile devices develop more and more options and solutions technically speaking, to provide an ever wider range of possibilities with mobile in terms of camera, internet connection, storage, speed, apps, and so on. Following popular demand, the economy switches from traditional commerce to e-commerce and to the platform economy, from push to pull, and getting aligned with the circular economy because of shortage in resources, and the need to recycle materials. This requires a new view on vision, mission and strategy of a company.


Moving to the platform economy

The platform economy is a revolution set in by Amazon, Alibaba, and smaller local equivalents such as Lazada. However, the possibilities to connect with mobile devices create opportunities for everyone, for instance shopping streets, real estate owners, brands, etc. to create their own or combined platforms. Connecting several platforms is also possible, thus forming a connected platform. APIs do the work. Due to the complexity of the transformation, companies need to a facilitator to address the complicated issues and create new business cases and business models.


Connecting O2O

Solutions in hardware and software create solutions to bring retail to the consumer at a personal level, by using mobile devices. Digital mirrors, narrow casting, virtual reality, augmented reality, beacons, digital screens, and concepts such as smart fitting rooms, are all waiting for workable concepts to be used online to offline and vice versa. Software and videoclip companies are ready. But alignment is key and the difficult part at the same time, because there needs to be a vision and a strategy based in new economic models and business cases, clouded by new payments solutions, security and privacy regulation. Retail and e-commerce is not for the fainthearted, and the dynamics are incredible.



Key in the new solutions are the personas, not the traditional personas, but the e-commerce marketing personas. The platform needs strategic personas created by the retailer and his marketing department based on his supply and vision and ideal customer, but also the personas created by the customer based on his preferences in customising the items he wants to buy. All this is possible within the massproduction methods on a global scale. We will see later how that works out and how to close the gaps.


The circular economy

Of the utmost importance is the reuse of materials. The traditional economy is a wasteful

system. And the cheaper the clothes, the more the cost for the environment. We have the opportunity to make the new economy a circular economy by using our knowledge and technology to create a new system that defines the materials used in items, which is needed to collect and re-use old items. We look to design a system using the supply chain and blockchain to attain what is needed to preserve the planet.


New business cases and new business models

As businesses move towards new solutions, they change organisation wise. This means that business models and business cases also change. The way we work, the focus of the business, methods and processes, they all change and need to be aligned. Competencies change, content management is everything, and connectivity is the central focus. Aligned e-commerce retail means a new view on human resources, economic models and theories, and how to apply new technologies in a permanent change setting. We will look how those perpetual changes can be supported in a permanent learning program.


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