PUBLIC SECTOR MASTERCLASS Building a robust & functional mobile website

Agenda

1. Who are YOC 2. Latest Industry stats 3. What technology you need to develop the perfect mobile site 4. Design considerations – Mercedes Benz 5. Promoting your campaign with your mobile site – Ted Baker 6. How to enable payment on your mobile site – Waitrose 7. How can you use your mobile site to reduce operational costs 8. Foreign & Commonwealth Office case study 9. Your mobile web check list

At a glance

Founded in 2001 and listed on the Frankfurt Stock Exchange since 2006 210 employees across 6 European offices Over 40 employees in the UK Established in the UK in 2004 Turnover £35m and EBITDA £2.8m Current Market capitalisation £65m

Our Clients

Smartphone penetration, m-commerce…

2. INDUSTRY STATS

European Smartphone Market

ComScore 2011, Morgan Stanley 2010, 2011

Global Smartphone Sales

Global Destkop & Notebook Sales

Mobile browsing is projected to outstrip

desktop browsing by 2014

Inflection Point

32% own a smartphone - UK

75% predicted to own a smartphone by 2015

Industry stats

Usage mobile websites 8x more growth than apps

Tomorrow Focus Media 2011

+ 22,4 % Mobile sites

+ 2,8 % Apps

Industry stats

Mobile Commerce Growth driver for mobile technology (in billion $)

Coda Research 2010, comScore 2011

UK

• Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011

• 52% (25,2220,000) use mobile commerce

• 45% use their mobile to conduct research for a purchase

• 38% use mobile to find shop locations, opening hours, contact details, check prices

• 54% would buy more on their mobile if websites were optimised for mobile

Industry stats

Mobile Web Traffic

348,045 Unique Visits

98,903 Unique Visits 27,876 Unique Visits

112,715 Unique Visits

106,561 Unique Visits

160,294 Unique Visits

1,039,064 Unique Visits

Source: ComScore 2012

6,416,076 Unique Visits

73,532 Unique Visits

61,939 Unique Visits 70,909 Unique Visits 71,667 Unique Visits

How to build a mobile site and what to consider

3. MOBILE TECHNOLOGY

Optimisation

How to build a successful mobile site

Cater to all clients/ devices

Optimise content

FIT Platform

Site Editor

FIT Application

FITML Processor + Device Database

FITML

How to build a successful mobile site

Existing Source

Backend

Frontend

Integrate existing sources

FIT Platform

Site Editor

FIT Application

SOAP, XML, RSS JSON, …

HTML, CSS, Java Script, Images,…

FITML

FITML Processor + Device Database

FITML

How to build a successful mobile site

Case Studies

4. FACTORS TO CONSIDER

Branding/ Design

Mercedes-Benz’s was looking for a global partner in mobile to: • Extend the reach of the brand • Foster brand engagement • Convey the premium brand proposition • Incorporate mobile into the multi-channel

strategy • Drive test drive and brochure requests • Drive footfall at Mercedes-Benz dealers

m.mercedes-benz.com

Ted Baker used mobile to promote their Autumn/Winter range launch:

• QR codes generated 15,000 views via the mobile within the first month

• 20% of all competition entries came from mobile

• QR code campaign has been introduced as standard fixture alongside web

Campaigns

mCommerce

Waitrose saw a growing level of traffic from mobile devices and recognised that an increasing volume of consumers want to buy products and engage with the brand via mobile.

Postbank wanted to be among the first to offer mobile banking to: • Reduces operational cost • Increases customer satisfaction • Integrate mobile into multi channel customer

strategy

Results:

• 20% reduction in call volumes from mobile banking customers

• Follow-up surveys measured increase in customer satisfaction and high interest in mobile solutions

Reduce Operational Cost

The Foreign and Commonwealth Office (FCO) is the British government department responsible for promoting the interests of the United Kingdom abroad.

FCO case study

FCO wanted to introduce mobile as a new channel to increase accessibility of their services. The aim was to develop a cost effective mobile solution that provides citizens with in depth travel advise for every country in the word.

Business case for mobile

FCO

Key sections:

• Embassies’ addresses and office hours

• Up-to-date news

• Travel summary

• Natural disasters info

• Entry requirements

• Local laws/ customs

• Safety/ security info

• Health info

Results

• Improved accessibility by offering mobile optimised sites for all devices

• Follow up survey showed increase in user satisfaction

• It generates an average of 17,000 views per month (UK only)

• Offers up to date information faster than a phone call

• Reduces operational cost

What to consider

5. CHECKLIST

Checklist

MOBILE TECHNOLOGY

REASONS FOR MOBILE SITE

Branding/ Design

Campaigns

mCommerce

Reduce Operational Cost

Works on all devices & operating systems

Optimises content for each device

Works with our existing sources

Hugh Ritzema-Carter

UK Commercial Director

T: +44 207 199 0118

M: +44 7870 600 282

@: Hugh.Carter@yoc.com