mobile entertainment forum introduction to m-commerce
TRANSCRIPT
Mobile Commerce
Gary Schwartz, Impact Mobile
• Ramesh Kumar, 2ergo
• Kunal Gupta, Polar Mobile
• Ran Farmer, NetBiscuits
• Andy Kleitch, Billing Revolution
Thank you for your interest in the
Mobile Entertainment Forum M-Commerce Initiative.
To view the full audio-visual webinar please visit:
www.m-e-f.org/initiatives/m_commerce/m_commerce_webinar/
Tethered Billing
Andy Kletsch, Billing Revolution
Linkedin: “MEF MOBILE COMMERCE” 3
Mobile Payment Landscape
Linkedin: “MEF MOBILE COMMERCE” 4
Remote Payments
Linkedin: “MEF MOBILE COMMERCE” 5
Single-Click Stats
Average transaction size
$10.50 - $12.00
Average spent on virtual
currency $16.00
Average spent on physical
goods $48.00
85% of consumers single-
click enable their device
Linkedin: “MEF MOBILE COMMERCE” 6
How to Build Your Own Mobile Checkout
Purchase page rendering
Avoid usernames/passwords
Do not force users to visit web site
Self service tools
Customer service reps tools
Rights management
Bandwidth constraints
Testing
Legal considerations
International
M-Storefront
Ran Farmers, NetBiscuits
Linkedin: “MEF MOBILE COMMERCE”
CustomereBay is the world's online marketplace, enabling trade on a local, national and international basis
SolutionMobile Commerce Web Portal with easy access to eBay search, My eBay, auctions and bids, SMS alerts
Launch2003 (Redesign 2008)
MarketAvailable in + 10 countries & languages
URLm.ebay.comwap.ebay.dewap.ebay.ie
Linkedin: “MEF MOBILE COMMERCE”
Customer
Public Storage operates
over 2,100 company-
owned locations in the
United States and
Europe.
Solution
The mobile portal allows
full access to the Public
Storage reservation and
booking system via
mobile phones.
Launch
Feb. 2010
Markets
USA
URL
m.publicstorage.com
Linkedin: “MEF MOBILE COMMERCE”
Customer
Amway Global is the
number-one online
retailer in Health &
Beauty based on sales,
and 22nd among all e-
commerce sites,
according to Internet
Retailer magazine’s
“Top 500 Guide.”
Solution
The mobile portal
allows full access to
the Amway Global
online store via mobile
phones.
Launch
2009
Markets
USA, World
URL
m.quixtar.com
Linkedin: “MEF MOBILE COMMERCE”
Device-specific optimization is key for reach and results
And increasingly requires broader convergent cross platform delivery
App Economics
Kunal Gupta, Polar Mobile
Linkedin: “MEF MOBILE COMMERCE” 13
About Polar Mobile
Global Media Customers, industry alliances & technology partners
Linkedin: “MEF MOBILE COMMERCE” 14
Monetization Strategies – Mobile Apps
App Revenue
Ad-Supported
SponsorshipsPremium Inventory
Ad Networks
Premium
App Content
Features
Linkedin: “MEF MOBILE COMMERCE” 15
Distribution Strategies – Mobile Apps
OEM App Stores
Publisher Distribution
Third-Party Stores
PR & Social web
Pre-loads
M-Couponing
Ramesh Kumar, 2ergo
Linkedin: “MEF MOBILE COMMERCE”
Challenge:
• Differentiate Orange brand
• Reduce Orange Churn
• Increase cinema sales
Solution:
• Promotion: 2-for-1 cinema tickets on Wednesday
• Customer receive 2-4-1 unique text ticket codes on the mobile
• Text-code is redeemed through a wireless redemption device at
the cinema
• Advertising Method: Bill Inserts, London Tube posters, outdoor
media, targeted film magazines, national press, radio and online ,
National TV
Results:
• 2.5% reduction in churn (£60m/year)
• Wednesday now second highest day after Saturday
• Over 400,000 coupons redeemed per month across a base of 10
million customers
• Orange Wednesdays has a strong brand recall and has been
extended into other promotions
Linkedin: “MEF MOBILE COMMERCE”
Customer
texts in
“Film” to
shortcode 241
Real time and secure
coupon validation
Data Capture and stored
for reconciliation
Discount reconciliation
3b2ergo™
Server
Mobile voucher
number entered
directly into the
box office till
Free cinema
ticket given
away and
reconciled on
the back end
Run targeted
outbound CRM
campaigns
Receive mobile
voucher (8
digit PIN
number
embedded in
the SMS
message)
2 43a1
Orange Wednesdays – How it works
Linkedin: “MEF MOBILE COMMERCE”
Device Type Influences Features Used
Linkedin: “MEF MOBILE COMMERCE”
VS.
Vertical Horizontal(cross-channel)(in-channel)
Linkedin: “MEF MOBILE COMMERCE”
VS.
Consumer Shopper(marketing)(branding)
Linkedin: “MEF MOBILE COMMERCE”
VS.
Thoughtful $ Impulse $
Thank you for your interest in the
Mobile Entertainment Forum M-Commerce Initiative.
To view the full audio-visual webinar please visit:
www.m-e-f.org/initiatives/m_commerce/m_commerce_webinar/
To learn more about the initiative and how your company can
become involved, please visit:
www.m-e-f.org/initiatives/m_commerce/