jonathan bass - incentivated

Copyright Incentivated Limited 2011

Integrating your mobile site (and app) with desktop CMS Jonathan Bass15th March, 2011



Well done #1

•A larger proportion of UK retailers have a mobile optimised website (accessible from their www domain) than UK mobile agencies/suppliers do


Well done #2

•32% of UK shoppers have visited a retailer’s site on their mobile

This has increased by half in the last year67% of these have done this in-

store

•Another third say they plan toEither these are feature-phone

users or everyone will soon have a smartphoneThe last third say they won’t, but

this is falling

Mobile internet access amongst all phone subscribers in the UK (Adults 13+ for the 3 months ended Dec 10)

Source: ComScore.


mCommerce growthRetail transactions through phones becoming more important fast

Source: comScore


Well done #3

•Sunday December 26th was the busiest day for mobile activity as shoppers turned to their phones to check store locations, compare prices, and complete purchases in order to take advantage of Boxing Day sales.


State of the Nation

•Over the last 12 months brands have started to offer what consumers were happy to do all the time•With many sites looking the same, the opportunity now exists to:

improve the UX/UI and so differentiate the offeringoffer implicit and explicit personalisation i.e. join up the web and

mobile sitesdeliver e-commerce best practice.


‘Cookie cutter’ or bespoke approach?


Contents

Integrating web sitesThe Future of Mobile

Examples

About Incentivated

Appendix: App or site?


Information Architecture

Master Category Structure

CampaignSite

PrimarySite

MobileSite

•Ability to manage all product centrally

•Taxonomy to be shared across multiple sites

•Segmented deployment to campaign sites

Product Category Hierarchy


Enterprise Content Management

MasterContent

English German French

UKWebsite

UK Mobile site

UK Mobile App

CampaignsSocial

Email/SMS

Head OfficeCreated Content

TranslationLayer

Channel Content

Italian


Enterprise CMS

•The Master Content layer is where the content is created by a central office. This content is then automatically ‘inherited’ down the ‘blueprint’ structure.

•Content can then be localised at any lower level with workflow added to provide an approval mechanism for the change

•The translation layer can be combined with a translation memory solution and workflow to automate the translation process.

•The multi-channel management on the bottom layer can be implemented for ANY client wishing to create content once but publish to multiple channels.

If the e-commerce systems is multi-national then so should mobile be


eCommerce CMS with mobile support?

•Multiple presentation layers required

•Accurate handset detection and complete capabilities database

•Genuine uniquenessHalf to three quarters of UUs missed by GA

•Support for apps

Few if any provide genuine mobile delivery


Integration optionsC

usto

mer

Dat

abas

e

Retailer Systems

Databases

Pro

duct

Dat

abas

e

Tran

sact

ions

Dat

abas

e

Product Information

Promotions

LoyaltyPrograms

Stock/OrderManagement

CustomerManagement

Application Servers

Mob

ile D

ata

Inte

rnet

Dat

a

Sec

ure

Tran

sfer

Pro

toco

l / F

irew

all

Commerce Channels

3rd PartyeCommerce

Platform

Incentivated

Pay

men

t

Ord

er M

anag

emen

t

Mob

ile C

MS

Network

Wire

d N

etw

ork

/ WIF

I / 3

G /

GP

RS

Enc

rypt

ion

Pro

toco

ls /

Wire

less

Sec

urity

Mobile Environment

EcommerceWebsite

Incentivated

Cap

abilit

y D

etec

tion

Con

tent

Rep

urpo

sed

Des

igne

d fo

r Mob

ile

Loca

tion

Det

ectio

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Redirect to Mobile Site

(i) Back office


Option 1•

Diagram shows supplier’s platform integrated directly with client’s back office system.

Doesn’t display the complete set of modules.

• The integration route could be as simple as integrating with one consolidated data source the client has put in place.

More likely take advantage of multiple existing data-feeds

• The supplier platform will offer content repurposing, reporting etc.

• If the client ever wanted to change their eCommerce platform, they can without impacting their mCommerce site.

• Disadvantages would be:

For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the back office platform,There will be two commerce platforms to monitor,Two lots of statistical web reporting.


Integration option

Retailer Systems

Product Information

Promotions

LoyaltyPrograms

Stock/OrderManagement

CustomerManagement

Application Servers

Mob

ile D

ata

Inte

rnet

Dat

a

Sec

ure

Tran

sfer

Pro

toco

l / F

irew

all

Commerce Channels

Incentivated

Mic

ro P

aym

ent

Ord

er M

anag

emen

t

Mob

ile C

MS

Network

Wire

d N

etw

ork

/ WIF

I / 3

G /

GP

RS

Enc

rypt

ion

Pro

toco

ls /

Wire

less

Sec

urity

Mobile Environment

EcommerceWebsite

Incentivated

Cap

abilit

y D

etec

tion

Con

tent

Rep

urpo

sed

Des

igne

d fo

r Mob

ile

Loca

tion

Det

ectio

n

Redirect to Mobile SiteC

usto

mer

Dat

abas

e

Pro

duct

Dat

abas

e

Tran

sact

ions

Dat

abas

e3rd Party

eCommercePlatform

(ii) eCommerce

platform


Option 2

• Diagram shows supplier’s platform integrated directly with client’s eCommerce platform.

• Benefits are, the same administration tool used for the eCommerce platform can be used for the mobile site.

• Supplier does not need to know how the client’s back office platform works or have access to it.

• Disadvantages would be:

It will require a lot more work to integrate with an existing eCommerce platform successfullyMost eCommerce platforms are proprietary applications and not all offer integration optionsFor internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the eCommerce platform


Web request from user

Alterian Immediacy

Get device identification

Incentivated services

Mobile device?

(API)

Select desktop template

Serve desktop page

Mobile templates

Supplier Hosted Solution

Third Party contentThird Party contentThird Party content

providers

Third Party Content

PCD

Web services communication

(via public internet)

N

Y

Existing capabilities

Incentivated produce for project

Requirements for project

Redirect user

HTTP 302 Browser redirect

(transparent for user)

Content Data Serve Mobile Site

XML Data Feed

Redirected user request

Cached lookup


Web request from user

Alterian Immediacy

Get device identification

Incentivated services

Mobile device?

(PCDLite)

Repurpose assets (CMSi)

Select desktop template

Serve desktop page

Mobile templates

Select assets

Serve mobile page

Third Party contentThird Party contentThird Party content

providers

Third Content

PCD

Web services communication

(via public internet)

Select mobile template

Y

N

Identify phone capabilities

Existing capabilities

Incentivated produce for project

Requirements for RBKC portal

Client Hosted Solution


Other considerations

•Genuine uniquenessExplicit personalisationImplicit personalisation

•Deep-link mapping from desktop to mobile site

•Click-through from SMS using unique trackable link


Contents

Integrating web sites

The Future of MobileExamples

About Incentivated



M&F-Commerce?

•20% of all display advertising to be on Facebook by 2015, versus 2.7% today?

Source of forecast: Otkritie

•What happens when FBML goes mobile?

•And dynamic FBML?


M&F-Commerce?


HTML 5

•Next major revision of HTML standard

• Includes ground-breaking technology to improve user experienceForm field attributesLocation Based DetectionOffline cachingDynamic drawing

•HTML5 is an extension to XHTML: any site developed in HTML5 will be backwards compatible with XHTML browsers.

The future of web (and web-app) design?


Closing thought

•At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.

There are currently 400 million people with smartphones …


Thank You

Jonathan BassManaging Director

[email protected]

Incentivated23 Curtain Road

London EC2A 3LTTel: 0845 130 3985

(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)

mailto:[email protected]


Contents


The Future of Mobile

Examples About Incentivated



Customer journey – handset specific


Smart Phone Home Page

Leading content

Navigation -

Menu

Navigation –

‘Bread Crumbs’

Location

dependant content

Time/promo specific content Leading content

Promoting Maps Search


Feature Phone Home Page

Leading content

Navigation –

‘Bread Crumbs’

Location

dependant content

Time/promo specific content Leading content

Promoting Maps Search


Contents


Examples


About IncentivatedAppendix: App or site?


Incentivated - Mobile Specialists

•Technologies5 mobile formatsEnterprise Messaging (SMS, MMS etc)Mobile InternetAppsShort codes and QR codesLocation marketing

• Services2 consultancy offeringsCreativeStrategy

•Needs3 key areas of client activityAcquisitionAfter Sales / CRMmCommerce


Incentivated – How we work with clients

Engagement is spread across three levels

Messaging Gateway & Software Company

Mobile Marketing, Internet & mCommerce

Platform

Marketing, Creative & Advertising Agency

Campaign strategy and executionDesign, build & hosting of mobile internet sites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodesMobile content management system (CMS)**Systems integration and various APIsDevelopment of both handset & server-side apps

Mobile and email marketingMobile internet site publishermCommerce suiteSelf-serve functionality (“SaaS”)

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database


Incentivated – mobile web tools


Contents


Examples


About Incentivated



Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people

Mobile Applications

Mobile Web Site Cross-Platform App

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y N Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people

jonathan bass - incentivated

Documents

promoting

requires install

serve desktop

select desktop

mobile sites

web services

integrating

existing capabilities