The current frenzy about gizmo mobile phones providing wireless access to the Net is nothing short of hype, according to a report by analysts Ovum. In its report Mobile E-commerce - Market Strategies, Ovum claims those involved in this fledgling industry should concentrate on providing "genuinely unique and compelling services" rather than trying to excite the market with over-hyped messages of "cool new technology". The report claims that there are perfectly good alternatives to buying goods and services without having to resort to m-commerce. "What's to persuade someone to order a pizza using a mobile application, rather than just picking up the phone?" asked report author Duncan Brown. "There would have to be a significant value-add to change habits: perhaps discounts, an up to date menu on screen - easy selection of pizza and toppings with a few key presses - and no waiting for engaged tones or overworked staff," he said. What's more, Brown claims the demand for m-commerce is being driven by suppliers, rather than customers. "It's debatable whether ordinary consumers are actually demanding mobile e-commere services right now," he said. "It's more a case of suppliers sensing an opportunity to make money, and pushing the idea at them," said Brown. ®