The 'fourth channel' for retailers is mobile

Came across this today from Cisco – the study says retailers are finally waking up to the realities and possibilities of mobile.

Link: Finextra: Mobile to become ‘fourth channel’ for retailers – study
With 3.3 billion mobile-phone subscribers worldwide, compared to only 1.3 billion Internet users, Cisco argues that handsets will soon be the “fourth channel” for retailers, taking their place alongside physical stores, Web sites and catalogues.

In a survey of 45 North American and European retailers, Cisco found 42% already provide the ability to view products on mobile devices. But only 15% offer the ability to conduct transactions, while 10% use SMS text messaging to provide customers with information and six per cent have Web pages and a URL specifically designed for mobile use.