Star CJ forays into Mobile Commerce

This move is meant to cater to the growing number of mobile internet users in India, which is estimated to be 120 million.

Home shopping network, Star CJ Network India has launched its m-commerce website. This move has been taken to take advantage of the growing number of mobile internet users in India, which presently is estimated to be 120 million, much more than the users using internet on their computers (estimated at 100 million), the channel has said.

The other major reason behind this step is the success experienced by the company for their mobile Direct Messaging (DM) service, which was launched as a pre-requisite to this m-commerce website in June this year.

The DM service has been growing at an average month-on-month rate of 250 per cent, fetching the company 55 per cent of the total sales through internet as compared to 45 per cent achieved from the e-commerce front.

According to the company, the website has been specifically designed for easy access and navigation on all types of mobile phones with internet. A direct link would be provided to the users, which will connect them to the Star CJ call centre on a click. The idea is smoothen and simplify the purchase, freeing the consumers from the tedious online payment process. Special discounts would be offered to the early birds, celebrating Company's presence on the m-commerce platform.

The biggest differentiating factor for Star CJ's M-commerce website is the live access provided to the consumers buying products from distinct sellers on the platform to view Star CJ alive on their mobile phones. This will also allow the consumers to view live demonstrations of the products, over and above their images and specifications.

Kenny Shin, CEO, Star CJ Network, says, "M-commerce has grown phenomenally in India due to rapid growth in the smartphone sector. Star CJ looks at this platform as one of the greatest opportunities to penetrate further into the Indian market. The team has done an impressive job with the design, making it extremely easy for consumers to access and navigate through the website."