Motorola and Domino’s Pizza plan to launch an on-the-go mCommerce service. The companies hope to seize an early advantage in an online market that, within three years, is expected to comprise 10-15% of all pizza delivery and pick-up orders. Although the concept may be the best online application yet for mobile phone users, it still must overcome acceptance barriers in the US to be successful.

Domino’s Pizza has signed a joint agreement with mobile services provider, Motorola, to deploy ‘Pizzacast’ – an mCommerce engine that drives retail transactions. Domino’s and Motorola will make Pizzacast directly available to consumers in the US and 64 international markets.

Pizzacast gives customers anywhere, anytime access to order pizzas and receive special offers and coupons through WAP-enabled mobile phones or PDAs. Mobile device orders will not require a phone book, can be completed faster and result in fewer mistakes. Users can also quickly check the status of their orders at any time. By preprogramming a wireless device such as a mobile phone with a delivery address, payment information and favorite toppings, the user can swiftly place an order.

Whereas PC Internet use is about surfing and richness of content, the wireless web is about convenience and succinctness of information. So while a PC-based web environment is suitable for building vivid brand portals, the mobile Internet is much better suited for receiving manufacturer coupons and special offers via email and SMS. Few WAP users actually browse the Internet on their phones. Because of this, pizza orders may be among the few practical online applications developed so far for mobile phones.

Pizzacast’s design is meant to hasten and ease pizza ordering by using preprogrammed customer and retailer information in the wireless devices themselves. This is a solid strategy, in line with the fact that, in the US at least, wireless devices will be most apt for timely communications that require little transactional activity until bandwidth is sufficiently developed to support many transactions.

Motorola and Domino’s must both hope that this design can succeed in the US market where, according to Datamonitor’s IMPACT consumer survey, wireless demand is strongest among respondents for email (29%), followed by customized information (14%), news (14%) and Web browsing (13%). The success of this collaboration may well end up being more down to the uptake of mobile phones in the US than the product itself.

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