Can Mobile Commerce Standards Get Past The Starting Gate?

How far can standardization go when it comes to mobile commerce? The applications for mobile in retail seem endless, from geolocation and product information to coupons and payments. But they all depend on standards that can be used by many retailers, service providers and other partners. And with so many different opportunities and so many players—along with the chicken-and-egg dance that always surrounds early standards efforts—getting them all to work together seems almost impossible.

One way to think about where to start on mobile standards is to step back and ask a few basic questions: What does a retailer expect customers to use their mobile devices for? How will they use mobile? When will they use it—and when won't they? We dig into these and other issues in the latest StorefrontBacktalk podcast on mobile standards. To listen to the podcast, please click here.