Terry Hunter, CEO, 20:20 Technology
It’s refreshing to see Marks & Spencer developing a mobile strategy that will operate across all web-enabled handsets, rather than simply creating an iPhone app or similar one-off initiative (nma 29 July 2010).
According to a recent Gartner report, iPhones make up 10% of the mobile market, so releasing an iPhone app is a great way to test the water but risks missing 90% of consumers.
Mobile apps are just one way of engaging consumers using mobile technology, but retailers need a more comprehensive m-commerce strategy that accommodates the wider mobile technology landscape, enabling them to reach a larger audience with more targeted activity.
So it’s good to see M&S using the mobile platform in a more creative way, and it will be interesting to see how it takes this further.