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M-Commerce – What’s all the hype?

M-Commerce and Digital innovation are the two most widely debated topics in travel retail.
“To App or Not to App?” seems to be the question, but those most vocal in the conversation are the app developers who have the most to gain by evangelizing the perceived necessity of costly mobile applications. The belief that applications are a requisite for a successful m-commerce strategy were once true but today, in 2016, is becoming less and less substantiated. Technology has advanced and the proclamation that mobile applications are a necessity to drive m-commerce is now a mere myth.
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