Smartphones to shop in (nearly) real shops

Some friends of mine have just founded a start up building m-commerce solutions. I was wondering what m-commerce could be. A mobile version of an e-commerce website? Something else where the physical interaction may have some place?

Another friend sent me this nice video from Tesco Korea with a great vision of m-commerce:

Even though Tesco is exiting the Japanese market, a smart approach seems to make the difference in Korea.

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