18th Nov 2010

Industry Bodies, Operator and Retailers Join Forces to Launch Cross-Industry M-Commerce Initiative

The Mobile-Commerce Joint Industry Committee (MCJIC) will support and drive the growth of m-commerce through research, market intelligence and development of best practice

Set up to ensure retailers take advantage of the mobile opportunity
Research, best practice and regulation to be included in Initiative’s remit
Founding members bring wealth of experience from across the industry

18 November 2010: The Association of Interactive Media and Entertainment (AIME), The Internet Advertising Bureau (IAB) and Interactive Media in Retail Group (IMRG) have come together to form the Mobile Commerce Joint Industry Committee (MCJIC). This Initiative has been established to ensure that businesses are prepared for the changes, opportunities and challenges that accompany the explosive growth in m-commerce.

MCJIC has been specifically set up to assist retailers, technology providers, consumers and regulators through education, research and the promotion of best practice to help drive the growth of m-commerce. It will cover all aspects of m-commerce, from mobile marketing and payments to site optimisation and services such as app creation, coupons and age verification.

This move follows a recent research collaboration between the three associations which found that more than half (59%) of UK retail brands expect their mobile revenues to increase over the next 12 months, with 94% regarding it as a real opportunity for their business.

The research highlights the need for retailers to move faster to keep pace with consumers. According to the IAB Consumer M-Commerce Study October 2010, 43% of people have transacted on their mobile phones, with 42% saying that they use their mobile as it is the easiest way to research and buy products.

Retailers have been slow to respond to the potential of m-commerce, with just four of the top 20 most frequently visited retailer websites being presently optimised for mobile, and only eight of the top 20 with any kind of mobile application at all. The research concluded that much more training and awareness is needed on the retailer side to maximise the mobile opportunity.

The Initiative, which is already gathering widespread industry support, will be supported by a specially-appointed board with a rotating chairman position that represents expertise from the entire m-commerce value chain.

The full MCJIC board line-up is:

Steve Ricketts, Head of Mobile Marketing and Payment Services, Everything Everywhere
Toby Padgham, General Secretary, AIME
Jon Mew, Head of Mobile, IAB
Andrew McClelland, Director of Operations, IMRG

Each of the industry association representatives will be supported by additional members within the respective organisations. MCJIC also has as founding members:

Patrick Munden, Head of Seller Communications UK & Ireland, eBay UK
Richard Mann, Chief Operating Officer, Mobile Interactive Group
Nick Lansley, Head of R&D, Tesco Direct
Sienne Veit, Business Development Manager - New Technologies, M&S Direct

Commenting on the creation of the Initiative, Andrew McClelland, director of operations at IMRG said: “The number of big name retailers launching transactional sites and apps in 2010 proves mobile is a rapidly growing sales channel, yet many retailers aren't confident they have enough knowledge in this area.

“We've set up the MCJIC initiative specifically to address this issue, and to give retailers guidance to find the right m-commerce strategy for them and grow the market in general. The team, made up of retailers, mobile specialists and industry bodies, will draw on their expertise from their place within the m-commerce value chain, and develop key projects including educational programs, research, best practice guidelines and standards for the benefit of all.”

- ENDS -

For further information or comment please contact:
Tim Banks
infomob PR
Tel: +44 (0) 7771 512 057
tim@infomob.co.uk

About MCJIC

The Mobile-Commerce Joint Industry Committee (MCJIC) is an industry association made up of industry bodies, retailers and an operator. Its goal is to facilitate and support the growth of m-commerce through the provision of education and research and the promotion of best practice. MCJIC’s remit covers all aspects of m-commerce, from mobile marketing and payments to site optimisation and services such as app creation, coupons and age verification.

About AIME

AIME (www.aimelink.org) is a UK based membership organisation representing and promoting the commercial interests of the interactive media and entertainment industry – where customers use their phones, televisions or computers to access, interact and pay for information, marketing or entertainment services using leading edge micropayment technology.

AIME's membership represents the entire value chain – from the providers of end user content to the networks and technical services that deliver and bill them to customers. No other organisation can offer such opportunities for profitable contacts, networking and supporting information. By setting industry best practice standards, AIME builds solid and lasting relationships with legislators, regulators and stakeholders to ensure our members’ business is professionally represented and given every opportunity to grow.

About IAB

The Internet Advertising Bureau (IAB) is the trade association for digital advertising. With over 640 members, it's run for the leading media owners and agencies in the UK internet industry. Online is an exciting and fast-growing medium and our job at the IAB is to work with members to ensure marketers can identify the best role for online and the emerging mobile market, helping them engage their customers and build their brands.

Through the dissemination of research and the organisation of regular events, we aim to put digital on the agenda of every marketer in the UK, acting as an authoritative and objective source for all internet advertising issues whilst promoting industry-wide best practice.

About IMRG
IMRG (Interactive Media in Retail Group) is the industry body for global e-retail. Formed in 1990, IMRG is setting and maintaining pragmatic and robust e-retail standards to enable fast-track industry growth, and facilitates its community of members with practical help, information, tools, guidance and networking. Consumers can be confident when dealing with IMRG Members because all interact in an environment where they are encouraged to operate using methods that are Honest, Decent, Legal, Truthful and Fair, and have undertaken to not bring the industry into disrepute. The strength of IMRG is the collective and cooperative power of its members. For more information please visit http://www.imrg.org/ or email market@imrg.org