Gerry Tucker, Asia Pacific and Japan regional vice president, said: "People will interact with m-commerce very differently [to the traditional Internet]. The information has to be targeted and focused."
"The difference between traditional and the mobile Internet is a whole host of interaction."
Tucker, who heads the business development unit for BroadVision, said it is vital that CEOs and CIOs remember that mobile commerce is about wireless communication, not just WAP (wireless application protocol), which is just a delivery format.
Changing Internet content to suit m-commerce does not involve streamlining back the information, Tucker said. He believes that information should be personalised and this will need to be done, for example, by a person's name, the particular device they are using to access the Internet, location and time.
"CEOs and CIOs really need to look at what they are doing to move forward into this area." Profiles will need to be built and companies need to have architecture in place to dynamically personalise content, he said.
Tucker said he believed Asia would be the largest mobile Internet market within four to five years, with telecommunication carriers and operators driving the technology. "[Then will come] financial services, followed by markets like retail and travel industries, where many people have 'on the road' access to information. Distribution and logistics companies already have a mobile workforce and will also find these sorts of applications useful."