NEW YORK - An HSN executive at the Mobile Shopping Summit said that video is at the forefront of all that the company does within the mobile space.

The company has created a name for itself in the mobile space with mobile sites, SMS alerts and applications. However, mobile commerce is growing rapidly and HSN will be updating its mobile offerings with new features, as well as starting development on an iPad application.

?We took advantage of the video capability when we launched on iPhone and Android,? said Ed Deutscher, director of technology at HSN.com and advanced solutions at HSN, Tampa, FL.

?Differentiation is key,? he said. ?Each device has different capabilities and we want to take advantage of the device features.

?It?s about building that experience across all platforms, including email, SMS and promotional programs.?

Mobile stages
Although many companies are jumping on the mobile bandwagon, the process does not stop once an application or mobile site is launched.

Companies need to continue their mobile experiences and update content frequently, per Mr. Deutscher.

When HSN first rolled out its iPhone application, the company did not have an embedded shopping capability.

Now, the company is looking at its mobile strategy and looking to improve and see how mobile can be the dashboard for multichannel commerce.

?You have to use mobile as the real-time integration device,? Mr. Deutscher said. ?We want to create long-term commitment and a services product roadmap to guide 2011 planning.

?It?s about maximizing the mobile experience through differentiation of key device features.?

Mobile site
Although HSN has a mobile site, Mr. Deutscher said that surprisingly, a lot of customers are still shopping its full site via their mobile device.

?It?s interesting that people are continuing to do that,? Mr. Deutscher said. ?We?re seeing mobile just continue to take off and we?re finding ways to leverage the channel going forward.?

HSN plans to update its mobile applications and site with new features throughout the fourth quarter.

Additionally, the company will be developing a widget for Sprint phones, touch navigation, voice recognition and flash sales.

Mobile commerce
For companies who are looking to develop mobile commerce applications, Mr. Deutscher advises looking at the devices unique functionality.

Companies should focus on creating applications that are simple to use for consumers, have alternate input methods to reduce key strokes and have quick navigation.

Currently, HSN is leveraging mobile devices to enhance the live viewing experience. 

The company?s application lets customers read reviews, shop, view larger images.

According to Mr. Deutscher, HSN is looking to have customers interact with show hosts, watch the shows live on their mobile device and watch previously aired hours.

?People are taking pictures with their phone and now they?re able to create video ? why not leverage those capabilities,? Mr. Deutscher said. ?You?re giving them a way to engage with your company and other customers and we?re looking at how we can extend that to our customers.

?It?s what we consider ?boundaryless? retail ? you need to be everywhere ? you need to be on the mobile platform and in the social space.

?We feel like HSN is in the forefront of doing this.?

Now that the company has its mobile site and applications down, it is looking at what can be done to enhance those features.

?Now we have an opportunity to go back and look at our apps and say we could have been doing something different,? Mr. Deutscher said.