App-Makers May Have Figured Out How To Make Spending Money On Mobile Easier

As we all spend more and more times on our smartphones, there is no question that mobile commerce is exploding. Mobile ad spending is predicted to soon surpass spending on desktop. In the U.S. alone, mobile sales will hit $75 billion this year.

Despite these jaw-dropping numbers, it's still somewhat challenging to buy things on our phones.  A meager 15% of e-commerce sales happen on mobile devices. Button, a company that connects apps to each other to drive sales, is working to change that.

Today at the TAP conference in New York, the startup will announce a new marketplace that allows brands and developers to seamlessly connect their apps to some of the biggest companies in mobile commerce. With partners like Airbnb, OpenTable, Ticketmaster, Delivery Hero, Uber, Drizly and more, Button hopes to rev up sales from mobile in a way that makes both users and brands happy.

"This is the coolest thing we have ever done," co-founder and CEO Michael Jaconi told on the phone on Wednesday. "Everyone is trying to develop a mobile commerce strategy in piece. Ads aren’t inspiring. People don’t like them. Button is the first company that is creating a healthy complement to mobile. We can give your consumers experiences that are delightful and frankly, will also drive revenue."

Some of the app partnerships Button is supporting are already live. Foursquare users are now able to see and book tables on OpenTable. Travelers who use GoEuro — a European travel site for planes, trains and buses — will now be able to book a stay where they are going through Airbnb right from the GoEuro app. Some unconventional partnerships have emerged as well. The Miami Dolphins are working with Resy — a reservation app for restaurants — to book tables through the Dolphins' app and create a "curb to curb experience for fans whether going to games in Miami or when the team is traveling," says Jaconi. 

As Button's marketplace grows and apps get more deeply integrated, users will begin to plan whole trips, evening's out and more without leaving the confines of a single app. This change marks a "paradigm shift in mobile," according to Jaconi, where users are no longer reliant on web search to fulfill an intent like finding a restaurant, booking a hotel or buying a dress. 

And there is no question that this latest evolution in the mobile landscape will have implications for investors. Later today, I will be moderating a panel at the Tap Conference [hosted by Button] in New York City on the future of investing in mobile commerce. Redpoint's Chris Moore, BoxGroup's David Tisch, Greycroft's John Elton and Collaborative Fund's Craig Shapiro will join me on stage to discuss what they are looking for in the next mobile disruptor and how startups like Button are changing the landscape.

What are your questions for my panelists? Let me know in the comments below or write your own post on the future of investment in mobile with #TAPCON somewhere in the post.