Analyst Insight: Examining the Operators as Merchant Aggregators M-Commerce Strategy

Aug 26, 2013

BOSTON, Aug. 26, 2013 /PRNewswire/ -- The mobile commerce opportunity is becoming an increasingly attractive one, and operators can take a more prominent role in this ecosystem in a number of ways. One particularly attractive strategy that operators are adopting is that of merchant aggregators, according to a new complimentary Analyst Insight: Operators as Merchant Aggregators: M-Commerce Strategy.

Download the full Analyst Insight here.

"To be successful, an online mall or marketplace has to provide a secure, trusted and easy-to-use environment for browsing through and paying for online products and services," says Stela Bokun, Senior Analyst at Pyramid Research and author of the Analyst Insight.

11th Street, which belongs to SK Telecom's SK Planet subsidiary, is one of the best examples of a well-functioning, operator-managed online mall. SK Telecom claims that 11th Street is the country's second largest online marketplace and the largest mobile commerce one. To date, the app, also called 11th Street, has been downloaded 11 million times. During 2012, 7% of the total gross merchandise value (GMV), which amounted to around $3.5 billion, came from mobile. In 2013, the mobile app portion is expected to take 12% of total GMV.

To read more examples of other creative ways in which operators can address the merchant aggregation opportunity, download the full Analyst Insight.

This Analyst Insight draws on Pyramid's recent report, From Digital Content to M-Wallets: M-Payment Strategies for Operators. In this report, Pyramid critically assesses mobile operators' involvement in the m-commerce value chain and the opportunity that this ecosystem presents for them. Download an excerpt or purchase the report here.

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Pyramid Research ( offers practical solutions to the complex demands our clients face in the global communications industry. Its analysis is uniquely positioned at the intersection of emerging markets, emerging technologies and emerging business models, powered by the bottom-up methodology of our market forecasts for more than 100 countries – a distinction that has remained unmatched for more than 25 years. As a division of UBM Tech (, Pyramid Research contributes to the only integrated business information platform serving the global communications industry.

SOURCE Pyramid Research