#mobile-commerce

#mobile-commerce

Do you remember when 2007 was dubbed "The year of mobile"? That was when Apple launched the iPhone and firmly established mobile as the secondary channel for online engagement, after the desktop. The company's approach was so revolutionary that, in today's world, the mobile experience has become the primary experience for brand and customer interaction. More people search for products and services on their phones than on any other platform.

When Starbucks opened its first store in Beijing in 1999, it wasn't just selling coffee; it was selling Western aspirations to China's rising middle class. The Seattle-based giant expanded rapidly to dominate China's premium coffee scene. That early-mover advantage has, however, since eroded. Chinese competitors like Luckin Coffee and Manner have overtaken Starbucks in store count and captured market share, thanks to aggressive pricing, mobile integration and a sharper understanding of Chinese consumer habits.