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O2 embraces proper mobile commerce with its own m-web sales channel

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Ironic as it may seem, mobile operator O2 has only just embraced m-retailing for its own customers with the roll out of specially designed m-web pages that let customers purchase mobile phone accessories on the go on all web-enabled phones.

The fully upgraded Accessories section of the O2 mobile site features HTML5 functionality and full m-commerce capability. Developed by leading cloud-based platform Usablenet, the new site works on all web-enabled mobile phones – providing the best browsing and shopping experience for all users regardless of what smartphone they own.

Highlights of O2 Accessories Site include:

• Scrolling Image Carousel: Using HTML5 technology, a scrolling banner displays the latest Offers and Promotions

• Full m-commerce capabilities: Users can purchase phone accessories securely

• Advanced Product Filter: Allows users to easily narrow down their search to find the product they’re looking for.

“We decided to work with Usablenet to quickly introduce mCommerce capabilities into our mobile website and get a better understanding of customer behaviour in this area,” says Sarah Evans, Head of Mobile Channel at Telefonica UK. “By starting with the sale of accessories we’ve been able to get an early view of both the technology and customer experience. This is helping us to drive our mCommerce strategy out into 2012 and beyond.”

Nick Taylor, CEO of Usablenet adds: “With 22.2 million mobile subscribers, O2 can now offer their large customer base an easier route to purchasing accessories while on the go. O2 is clearly catering to its loyal consumers by building out mCommerce functionality and ensuring a seamless experience when shopping for accessories on their mobile phones.”

Usablenet is one of the driving forces behind mobile commerce in UK and Europe, with several recent launches of mobile retail sites including Boots, Mothercare, JD Sports and Marks & Spencer.

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