New means of e-payment, coupled with simplified checkout procedures, are part of the appeal of mobile over traditional online e-commerce. Mobile is able to provide a simple, low-cost means of accessing online products and services, as well as the means of paying for them – mobile outstrips banking and broadband penetration, and the breadth of e-payment services is greater. I think that consumer demand and interest is surpassing the retailers’ ability to serve these markets and this is where we will see third party service providers and platform developers being able to find their place in the market.
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