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O2 improves m-commerce experience

10 January 2012 - 12:31 by David Aiken

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UK network provider O2 has decided to make it easier for its customers to conduct safe shopping online via their smartphones, thanks to the roll out of a new m-commerce service.

As long as you are an O2 user and you have a mobile that can browse the internet, you will be able to buy various accessories for your handset online, using a platform which is tailored to be used on a portable device.

Combining cloud computing technology and HTML5, the O2 m-commerce outlet is definitely going to be seen as the next generation of safe shopping online by mobile users.

Using HTML5 makes it possible to employ many exciting graphical features, such as a scrolling carousel of images indicating the different products that are on offer to the customer.

The search tool has also been tweaked so that users will get relevant listings which can be narrowed to fit their exacting parameters.

O2 spokesperson, Sarah Evans, said that the company had joined forces with Usablenet, to assess just what features it was that customers would want to see on a cutting edge m-commerce service.

While O2 will primarily use the platform to sell accessories in the first half of 2012, it is anticipating that it will expand the service, to include far more items in the coming months, should it prove a success.

Usablenet spokesperson, Nick Taylor, pointed out that O2 has 22.2 million mobile customers in the UK and by improving the m-commerce tools available to them, it would be able to inspire greater loyalty.

The steady advance of smartphone technology is allowing retailers to create more engaging, interactive m-commerce experiences. O2 is sure to be followed by its rivals in this venture, as other firms look to increase the functionality available to users.