The following is a guest post James Bentham on behalf of Mobile Interactive Group.
With the majority of large retailers in the UK choosing to capitalise on the mobile commerce channel, those who have been left behind are now scrabbling to catch up.
**Still in its relative infancy, mCommerce has developed quickly throughout 2011 and shows no signs of slowing. The brands who have benefitted most were the ones not afraid to innovate and take some risks.
Amazon and eBay both set up strong mobile presences during 2010 and both have seen huge returns, forging a path for other brands to follow. Amazon optimised their site for mobile phones as well as offering apps for the iPhone and Android operating systems in various territories.
**They were one of the first to introduce cross platform accounts, with users able to add products to their basket via their mobile phone and then purchase them next time they log in on a computer.