Apple‘s iPhone strategy has been the most beautiful business ramp in the history of technology. The OS is, despite some minor flaws, excellent. A year ago it became the one material possession I would save with me if there was a fire (pardon the duh factor of grabbing a phone). In the past my laptop was my most vital possession and yet quickly my iPhone has supplanted. Yet convergence is just as far in the distance as it ever was. I use my laptop just as many hours a day…it’s just the the iPhone has eaten up all the space that comes between. Even a pause in conversation is enough to have me idly unlocking the phone, considering a spin through the app store.  Divergence is alive and well as it always has been.

Much of the business world is still grappling with what kind of opportunity the iPhone really represents. Often the thinking goes that mCommerce should be like the Tommy Hilfiger web model. I believe that is the wrong tack, taking traditional eCommerce and just shrinking it to a smaller form factor.

What needs to exist is the notion mobile is leading us to a new model for computing that I’ll call for the moment, Better than Web.

Better Than Web is, well, just like it sounds. eTailing always runs a few years behind the content revolution and generally  also just doesn’t do things as beautifully. There isn’t an ecommerce site in the world that has anything like Facebook’s beautiful UI and phenomenally layered business logic. I dream of an eTailer that hits even 70 percent of the Facebook mark.

And in the world of Apps the gap between the A players and the eTailers is larger. I have yet to se

e an etail example using GPS, shared browsing, haptic interface, audio, accelerometer and more. With GPS, turn by turn navigation and some simple work Walmart could have every one of their store’s guide you through a real map your current stadium like store. Add a list function and it could walk you to each product you need while offering you coupons on nearby or similar items. Average cart could climb and time in store could go down. Need a clerk. Hit the big panic button and scan the bar code and have an instant call back…from the call center in Mumbai.

And for us rare pureplays the world just gets rosier. Show only reviews from my state, current location, in the last fifteen minutes, from my friends, etc. No longer need a person in Naples Florida be greeted by puffy down coats on the homepage. We could actually personalize. If it’s a ski site like ours and we’re able to track vertical skied in one day then we would know much better what skis to recommend.

Simply put, in eTailing your retail App better not be a slimmed down dimmer retail store with itty pictures that works in conjunction with your web site. It instead needs to be the next generation or etailing offer much much more. The move to dynamic localized and personalized content just moved up a few years. Ebay is averaging $89.95 per download in revenue and we haven’t even hit the holidays. Mobile is the future of etailing, duh. And Better Than Web is the future of mobile.

Related posts:

1. iPad and eCommerce- Finally a cash register for the individual
2. iPhone = AOL and Android = Netscape 1.0
3. I’m Sorry Web Freshmen: Facebook is STILL not Email