BOSTON, Aug. 26, 2013 /PRNewswire/ -- The mobile commerce opportunity is becoming an increasingly attractive one, and operators can take a more prominent role in this ecosystem in a number of ways. One particularly attractive strategy that operators are adopting is that of merchant aggregators, according to a new complimentary Analyst Insight: Operators as Merchant Aggregators: M-Commerce Strategy.
"To be successful, an online mall or marketplace has to provide a secure, trusted and easy-to-use environment for browsing through and paying for online products and services," says Stela Bokun, Senior Analyst at Pyramid Research and author of the Analyst Insight.
th Street, which belongs to SK Telecom's SK Planet subsidiary, is one of the best examples of a well-functioning, operator-managed online mall. SK Telecom claims that 11
th Street is the country's second largest online marketplace and the largest mobile commerce one. To date, the app, also called 11
th Street, has been downloaded 11 million times. During 2012, 7% of the total gross merchandise value (GMV), which amounted to around
$3.5 billion, came from mobile. In 2013, the mobile app portion is expected to take 12% of total GMV.
To read more examples of other creative ways in which operators can address the merchant aggregation opportunity, download the full Analyst Insight .