Benefits of a multi-lingual website

A survey by the British Chamber of Commerce details that nearly 70% of all SMEs aren’t exporting, or are ever likely to be. Some more compelling information from the European Commission, in a survey, found that 9 out of 10 EU internet users agreed that given a choice, they would prefer to visit a website in their own native language.

So, it begs the question: Are you missing out on the opportunity to export and sell your goods and services in other countries?

The proof is already here as to whether it is ‘worth your while’ to invest in a website, or websites, that offer different languages.The Fast Track 100 list from The Times will show you that an increase in language offerings will help grow business. And the more you look at the facts, the more obvious it is that businesses, especially those looking to grow overseas as part of their strategy, should be getting involved with the foreign language internet.

As multilingual alternatives grow your potential market share overseas will decrease, acting early will see you achieving a higher ROI simply
because there is less competition at present. It makes things like reaching the top of the search engine rankings easier and much more cost effective.

M-commerce worth £19bn to the UK

Research by eBay has revealed that mobile shopping could receive a £4.5bn boost in the UK by 2016, rising to as much as £19bn by 2021.

The research reveals that m-commerce is on the verge of a potential four-fold increase, increasing to £6bn over the next five years, as consumers become more accustomed to shopping from their portable devices, but it will depend on the roll-out of fourth generation (4G) mobile networks across the country.

4G mobile broadband is being tested in the UK later this year, but it currently isn’t scheduled for widespread roll-out until 2014!

Indeed, with current mobile networks often criticized for offering patchy coverage, unreliable connections and slow connection speeds, eBay has used its latest findings to try to convince regulators that more has to be done when the future of 4G is set out.

Despite the potential of m-commerce, the research also warns that UK retailers are currently missing out on at least £1.3bn as a result of consumer frustrations with unreliable mobile broadband coverage.

M-commerce ‘not-spot’

The research, carried out by Verdict Research on behalf of eBay, shows that 16% of the UK sits in what it calls an “m-commerce not-spot” – where mobile spending is at least a fifth lower than the national average.

Click to enlarge

However, the evidence also shows that mobile shopping is under-performing in key urban areas too, including central London, with broadband reliability and coverage hindering the mobile retail market.

The study by eBay revealed that more than a third of consumers have failed to complete a purchase on their mobile due to mobile broadband issues. Although the network coverage (79%), reliability (85%) and speed (86%) of mobile internet connections rank highly as barriers to mobile shopping, consumers are also heavily deterred by the cost of data (80%).

Angus McCarey, UK Retail Director for eBay UK said:

“Mobile shopping represents a massive opportunity not just for retailers, but for the economy as a whole. But our research shows that consumers and retailers are missing out as the cost and reliability of mobile broadband prevents shoppers from spending. High quality and reliable mobile broadband coverage throughout the UK has to be our ambition, giving consumers choice over when and how they shop, encouraging spending, thereby benefitting online and high street retail, and giving a much needed boost to the fragile economic recovery.”

In contrast to the country’s ‘not-spots’, eBay’s report also revealed which places were veritable hot-spots for users of its mobile platform. Birmingham ranked top, and was 75% higher than the national average. This was followed by Chester (62%), Leeds (28%), Romford (28%) and Halifax (26%).

For m-commerce to flourish, the UK really does need to get up to speed on its mobile broadband technology, and the 4G roll-out will be pivotal in the growth of ubiquitous shopping.

There is potential here too with e-tailers wanting to get a good foothold before the widespread roll-out takes place in 2014.

The rise and rise of m-commerce

The medium by which users purchase using their mobile phones is a trend that continues to rise, and will continue to do so in the future. There are a number of reasons why this trend will be here to stay. However, as with most things, technology and infrastructure can slow the rate to which this trend rises down.

With this rapid growth and increased usage of smart phones for more ‘everyday’ activities, such as shopping, booking tables at restaurants and socialising through social network sites, consumers are demanding more and more from companies, and in particular retailers, with an m-commerce channel.

A recent study, by eDigital Research, shows that although many e-tailers, although already held in high regard, are struggling to meet the higher demands of consumers and their expectation when it comes to technology and the use of mobile applications and websites.

With the rapid growth and increased usage of mobile phones for every day activities such as shopping, consumers are now demanding more from retailers’ m-commerce channels.

According to the research even e-tailers that offer a simply, and sometimes limited, mobile solution such as a ‘click and collect’ service were also said to be missing out on a huge potential revenue stream.

Derek Eccleston, Research Director at eDigital Research, said: “As more and more people begin to use their smart phones to shop and browse online, it is crucial that retailers begin to operate in their customers’ spaces, developing mobile sites and investing in mobile strategies as consumer behavior continues to evolve.”

Although Derek made a fine point, the secret of success is to have a multi-channel strategy and to keep as many commercial doors open to the consumer as possible.

Access the world through your mobile phone

The mobile phone is becoming smarter and quicker year on year, and will start to play a bigger part in all of our lives. Whether you start making purchases, accessing information or simply booking a reservation at your most loved restaurant, this is all possible right now and some people don’t even know it yet. There will be a time, in the not too distant future, that everyone will. People and businesses will come closer together, more local and more relevant.

The ‘humble’ mobile phone is set to become the most widely used portal on the plant.

Take a look at the figures for yourself, they make exciting reading.