skip to main content
Close Icon We use cookies to improve your website experience.  To learn about our use of cookies and how you can manage your cookie settings, please see our Cookie Policy.  By continuing to use the website, you consent to our use of cookies.
Global Search Configuration

Ovum view


Visa and Accenture used MWC 2015 to showcase a location-based m-commerce application for connected cars that will be tested with Pizza Hut at selected locations in the US later this year. Although still very much a concept service, this initiative is in line with the migration of location-based services from smartphones to a wider range of devices, screens, and embedded touch points. Vehicles with inbuilt connectivity will present a significant opportunity for location-based commerce, albeit one that will take time to build.

A new m-commerce platform

The service is based on Accenture’s Connected Vehicle Business Service platform and Visa Checkout. An interactive voice feature allows users to place their Pizza Hut order hands-free; the payment is processed via Visa Checkout through the vehicle’s connected dashboard, and Visa will use tokenization to authenticate transactions. When the car enters a designated Pizza Hut location, Bluetooth low energy beacon sensors will alert restaurant staff of the customer’s arrival. The car manufacturers that will be involved in the trial are yet to be announced.

Although the focus of the Pizza Hut trial is fast food, the principles could be applied to other location-based m-commerce scenarios and applications. For example, personalized marketing offers could be sent during a lunchtime drive, flagging restaurants and grocery stores that match a consumer's eating preferences – provided, of course, that the user has opted-in to receive such services and their data privacy is protected.

A growing number of vehicle manufacturers are supporting connected in-car entertainment services, but developments in m-commerce are still at an early stage. Ford is one of the early movers on this front, having looked at ways to promote in-car commerce with its AppLink platform. This links to Ford’s Sync in-car command system, which enables drivers to sync with selected mobile applications that can be controlled via in-vehicle voice commands.

All major operators are looking at ways that they can play in the m-commerce domain and also pursue IoT/M2M strategies that include connected cars. They should look at ways to bring connectivity, touchpoints/screens, and applications together in a more joined-up fashion. AT&T is an example of an operator moving in this direction, albeit not yet for m-commerce applications; it is partnering with automakers, vendors, and app developers to provide connectivity services, infotainment, and data analytics. An interesting aspect of the telco’s approach is that it is working with auto makers General Motors and Audi to integrate its solutions into vehicles rather than provide them as plug-in options.

AT&T has also added mobile-enabled cars to the list of devices compatible with its mobile share plans, effectively treating the car as another consumer device. This means that customers can use data from their smartphone plans in their cars, increasing flexibility and making the option of connecting cars both feasible and appealing to a wider customer base. AT&T’s in-vehicle offers currently include traffic news, parking information, and music apps, and there is no reason why it could not also provide m-commerce applications as part its in-vehicle service portfolio. Perhaps the operator could expand its agreement with Google to pre-install Google Wallet in connected cars as well as smartphones.



Eden Zoller, Principal Analyst, Consumer Services and Payments

Recommended Articles

  • Service Provider Markets, Consumer & Entertainment Services,...

    MWC 2018 Highlights

    By Ronan De Renesse 27 Feb 2018

    Over 20 of our senior Ovum analysts and consultants attended this year’s Mobile World Congress in Barcelona at the end of February. In between meetings, briefings and presentations, our analyst team were blogging and tweeting about key developments, trends and rumors. Have a look through our daily MWC 2018 Highlights to find out what happened.

    Topics 5G AI IoT Cloud Payments SDN/NFV Smart home

  • Internet of Things

    IoT Viewpoints 2018

    IoT Viewpoints explore the IoT opportunity in 2018 and beyond. Download our latest e-book to get our newest collection of thought leadership articles on the emerging IoT trends, technologies and opportunities.

    Topics IoT

  • Consumer & Entertainment Services

    US pay TV: Is it facing an existential threat?

    By Adam Thomas 28 Mar 2018

    With US pay TV having endured the worst year in its history, thoughts have inevitably turned to the future. The likelihood remains that the immediate future will remain highly uncomfortable for everyone except the scaled multinational digital platforms.


Have any questions? Speak to a Specialist

Europe, Middle East & Africa team - +44 (0) 207 017 7700

Asia-Pacific team - +61 (0)3 960 16700

US team - +1 646 957 8878

Email us at

You can also contact your named/allocated Client Services Executive using their direct dial.
PR enquiries - Call us at +44 788 597 5160 or email us at

Contact marketing -

Already an Ovum client? Login to the Knowledge Center now