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Courtesy of Reuters (by way of MobileCrunch)

Using phones to buy items such as train tickets or products in vending machines is commonplace in Japan, but the trend has yet to catch on in the United States.

“We recognize that in America this is going after somebody who is more comfortable with technology,” Lauren told Reuters. “The truth is that in other countries, it’s becoming a part of their culture. The trend is coming, and as a fashion company it’s very important to identify trends and get ahead of them.”

While early adopters of new technologies are often young, Lauren said the move is not aimed at a specific age group.

“This is about someone who’s interested in our brand and interested in technology, and wherever the two meet, that’s what’s appropriate,” Lauren said.

I don’t want to sound dramatic, but I find the quotes in bold to be, well… downright courageous! In the advertising world, we have been talking about this concept, technology and its promise (especially QR codes) for years. It’s great to see a company out there that is willing to take a risk and make a statement about their commitment to a market place that, frankly, in another two or three years, we won’t even remember living without. Does that sound bold? Do I jest? Nope.

The biggest issues with any new technology (i.e. M-com) are the hurdles presented by lack of standards (multiple platforms, network specific limitations, multiple deployment schemes, etc). When standards are not in place or are competing for dominance, it makes it harder on the user to have a solution that is “easy”. When its not easy, you will lose brand loyalists that are not simultaneously interested in the brand AND  the new tech bringing them the brand. Polo is cognizant of this and is at least starting, with power users in mind. However once it becomes super easy to, I don’t know, say… BUY STUFF WITH YOUR MOBILE DEVICE WITHOUT KNOWING ANYTHING ABOUT MOBILE DEVICES, then a brand could also capture that consumer that couldn’t care less about what kind of phone they are purchasing it with, or how to set up the purchasing app or any of the details of mobile gadgetry that we geeks hold sacred. When a tech like M-com becomes easy and compelling, users will take it seriously.

And when users take it seriously, it finally makes sense for a brand to jump into the space because they can count on a return for their investment. Dig? Brands just worry about which ever methods for purchase by users and deployment by brands are the most popular (which will no doubt be the the one that is easiest  for users) and jump on the bandwagon. Snowball effect. Badda bing. Badda boom. Mobile millions.

I know what you are thinking…. You are either thinking, “duh” or you are thinking, “um, there’s a lot more to it than that dude”.

My whole point is about awareness not tech. Awareness and trends make the tech happen.  In North America, we are finally seeing awareness reach the general public (not just mobile gadget freaks and executive types) that phones and mobile devices can do so much more than make phone calls and check email. With regard to mobile, trends for ease of use, or more importantly perception of ease of use, are rearing their heads and are key to sparking user interest. When we see things like, iPhone’s app store as a standard way for brands to get their own sanctioned quality mobile M-com applications to the masses—and by masses I mean to the people who don’t want to hack their phones and don’t want to search for applications—when we see this coming together, we know this trend will continue across the fragmented mobile landscape in the U.S. and spread to other platforms. This is good news. Even if it is “platform specific”, that would be better than “carrier-specific” and will make it easier for users.

Ease of use will change consumer habits. Look at iTunes. There were people out there that didn’t think making it “easy” to buy music online would change purchasing habits and we all know how that turned out.

I am not talking about which service is better or Apple vs. WinMo vs. Android. None of that. My point is that awareness goes hand in hand with standards and ease of use—with anything. Mobile is no different. That part is starting to come together in this arena and smart brands will take heed, at last, and get some of the R&D budget out and get on it.

Mobile interaction just isn’t going away. It’s going to be a way of life, sooner than we think, because it just suits our busy complex lives, for better or worse. Especially for kids of  today that become the independent consumers of tomorrow.  They will have grown up with and will expect the tech that enables delivery of what they want, when they want it and from wherever they happen to be.

Count on it.

Jay Donovan (50 Posts) - Website | Twitter | Facebook