Analysts predict 50m consumers will use mobile to buy everyday goods by 2011

If 52 million consumers are to begin regularly buying everyday goods and services using their mobile phones, as Juniper Research's latest study predicts, then the industry will have to ensure it addresses the negative stigma that's attached to it.

Tim Carrigan, Ad.IQ's CEO says "For mCommerce to enter the mainstream, the industry must overcome the negative perceptions of mobile payment that have been generated by extortionate network charges for premium rate SMS, ring-tone scams and TV voting scandals. The industry will need to learn lessons from eCommerce, put robust security measures in place and abolish excessive charges. Once trusted brands adopt these new technologies, consumer confidence will build."

Fears surrounding the security of mobile payments are likely to emerge in the same way as they did when eCommerce began. Tim says "Consumers will need to be convinced that transactions over the mobile internet will be as robust as they now are online, which is certainly possible. We're developing solutions that use the same processes as online banking for example. It's imperative brands avoid any such pitfalls by making sure they understand the correct way to use the mobile internet - ensuring their presence is secure, fit for purpose and offers good usability."

However, before mobile payment becomes a viable revenue channel for retailers, the networks will need to significantly reduce their charges. Tim explains, "For example, Ad.IQ works with many leading charities whose processing charges for online transactions and payments taken over the phone are between 1-2%. However, this currently rises to around 20% for mobile payments - a figure neither the consumer nor organisation will absorb."

Once these issues are addressed the mobile internet will become an extremely powerful channel, offering massive opportunity for brands. Tim says: "Ultimately it takes time for consumers to get comfortable with new technologies and the real instigator for them will be evidence of trusted brands becoming active in this space."

Ad.IQ is currently working with a number of high profile brands to develop robust mobile payment solutions and its first mCommerce site launches next month. If you would like to know more please click here.

To read the full press release from Juniper Research click here