Mobile phone users could soon show greater interest in online shopping platforms and cheap parcel delivery services as a result of a new partnership between O2 and Cogenta, a provider of market information and intelligence.
The firms have agreed a deal to make mobile shopping content available through O2 Wallet, an app that stores payment information and features tools including a money transfer service.
Cogenta's retail platform provides access to millions of products from hundreds of leading UK high street and web retailers via the application, which is available to O2 customers as well as those with other providers.
O2 Wallet users will also find a MyOffers function designed to highlight promotions and communications that are suited to particular consumers' needs and interests based on recent shopping activity.
During trials of the tool, Cogenta recorded high open and click-through rates of 25 per cent.
Adrian Hobbs, the company's chief executive officer, claimed that MyOffers is the most effective mobile marketing and advertising platform developed to date, with a proven ability to provide value for retailers, brands and consumers alike.
Commenting on the growing importance of mobile devices for the online shopping sector, Colin Glass, chairman of Cogenta Systems, said: "Having been in retail for 40 years and seen the birth of e-commerce, I strongly believe that m-commerce is even more relevant to today's consumers.
"I have no doubt that O2 and Cogenta are taking significant steps in changing the world of mobile shopping."
Other new features available to users of the O2 Wallet app as a result of the deal include a comprehensive product catalogue and a barcode and search engine function.
Mobile shoppers can also browse through categories including books, CDs, DVDs, electrical items and toys to compare prices and check stock availability from various high street and web retailers.
Author: Adrian Medland