An Innovator’s take on NRF’s Mobile Retail Blueprint – Part 3 – Mobile Retailing Applications . . . A Quick Summary


The Mobile Retailing Blueprint classifies Mobile Retailing Applications into 3 well defined categories:

  • Mobile Commerce
  • Mobile Operations
  • Mobile Marketing

These categories are augmented with very elaborate views of the Mobile Retailing ecosystem which is a must for Retailers to understand.

Mobile Payment Applications are classified under Mobile Commerce, and a good portion of The Blueprint has been devoted to m-Commerce. About 50 pages out of a total of 176  have been used to cover this section, and I feel that it is by far the most comprehensive resource available online for m-Commerce. Readers should definitely have a look at the NFC and electronic receipts sections here.

Mobile Point of Sale (mPOS) solutions are covered in the Mobile Operations section based on 3 distinct approaches:

  • Extend the POS to employee-operated mobile devices
  • Allow self-service on the consumer’s mobile device
  • Move the POS entirely to the mobile device

Since Retailers consider their POS to be the most mission critical system for their business, I feel that there is often a great degree of hesitation to replace existing (often, highly customized) systems or make major modifications to their POS. Therefore, extending the POS to employee-operated mobile devices is often looked at with skepticism due to the effort and rigorous testing involved in making sometimes elaborate functionality available on devices. The high proliferation of Tablets and advances in Application Virtualization technologies such as Citrix XenApp, VMWare ThinApp, Novell ZENworks, GraphOn GO-Global and Microsoft App-V which provide clients for tablet devices should be explored by Retailers as a quick and safe passage for their existing touch-capable POS systems to be ported on mobile devices.

My next section shall cover in great depth, the 3rd category of Mobile Marketing, which I believe has progressed the most in the past 6 months.

Copyright Notice: This post has references to the “Mobile Retailing Blueprint – A Comprehensive Guide for Navigating the Mobile Landscape”, Version 2.0.0. The following is the mandatory copyright notice that needs to be preserved with works such as this.

Copyright © National Retail Federation 20102011. All rights reserved.
This document and translations of it may be copied and furnished to others, and derivative works that comment on or otherwise explain it or assist in its implementation may be prepared, copied, published, and distributed, in whole or in part, without restriction of any kind, provided that the above copyright notice and this paragraph are included on all such copies and derivative works. However, this document itself may not be modified in any way, such as by removing the copyright notice or references to the NRF, ARTS, or its committees, except as needed for the purpose of developing ARTS standards using procedures approved by the NRF, or as required to translate the document into languages other than English.

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About Gev Satarawalla

Gev Satarawalla is a well respected strategic executive who has a reputation of spearheading growth & long-term value creation through innovation in the Technology space with a penchant for the Retail Industry. A Visionary, Thought Leader and Tech Evangelist with proven abilities to spot emerging trends and carry them into the mainstream, he has a unique take on Retail insights with fresh, thought provoking perspectives. With a life split between Washington DC and Mumbai, Gev enjoys creating and growing new ventures and initiatives in the Technology space. His day job is that of a CTO across both these geographies for Criti, a company that takes Retail Business Transformation through Technology very seriously
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