Cisco Systems says 42 per cent of retailers provide the ability to view products on mobile devices.
It argues that handsets will soon be the "fourth channel" for retailers, taking their place alongside physical stores, Web sites and catalogues. However, the company’s survey of 45 North American and European retailers also showed that only 15 per cent of retailers offer mobile transactions, while ten per cent use SMS text messaging to provide customers with information and six per cent have Web pages and a URL specifically designed for mobile use.Cisco believes retailers must start offering shoppers an "interconnected shop" if they are to take advantage of the mobile opportunity. It also believes social networking can provide new revenue opportunities for retailers.
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