the power of m commerce
TRANSCRIPT
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The Power of M-Commerce
Hajrë HyseniFeb 2013
1Wednesday, 20 February 13
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Today
Mobile trends
Challenges
Opportunities
Mobile site vs Mob app
Take aways
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•40% increase of on mobile devices in 2012
•Customers spend more time on their mobile than Desktops
•Click-Through Rates are higher on mobile than Desktop
•Customers expect Mobile shopping On-The-Go
•The web is going mobile
•2013 to reach1billion mobile users worldwide
•24% of the mobile users in the UK accessed ecommerce
•Speedy service thanks to 4G
AllThingsDigital (2012)3Wednesday, 20 February 13
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eDigital Research (2012)
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Any interaction in which a financial transaction is enabled or executed with a mobile phone
m-CommercemCommerce
Mobile e-commerceMobile Commerce
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eDigital Research and ComeScore (2012)
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eDigital Research and ComeScore (2012)
23 © comScore, Inc. Proprietary.
3.4%
10.5%
17.2%
13.1%
7.3% 5.3%
2.1%
8.9%
14.1%
9.7%
4.6% 3.7%
0.0%2.0%4.0%6.0%8.0%
10.0%12.0%14.0%16.0%18.0%20.0%
13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+
Male Female%Pu
rcha
sed
Goo
ds o
r Ser
vice
s w
ith
Smar
tpho
ne
Demographic Profile of UK Smartphone Shoppers
15.4% of UK Smartphone Owners Made On-Device Purchases
In April 2012, almost more than 4 million made a purchase using their phone. This represents 15.4% of all Smartphones owners in the UK.
Surprisingly, the majority of Smartphone Shoppers are male (more than 55%), with the age groups 25-34 and 35-44 being represented strongest.
Females accounted for just over 40% of all Smartphone Shoppers.
Product: MobiLens
Data: Three month average ending April 2012
Country: UK, N= 15,682
56.9% 43.1%
23 © comScore, Inc. Proprietary.
3.4%
10.5%
17.2%
13.1%
7.3% 5.3%
2.1%
8.9%
14.1%
9.7%
4.6% 3.7%
0.0%2.0%4.0%6.0%8.0%
10.0%12.0%14.0%16.0%18.0%20.0%
13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+
Male Female%Pu
rcha
sed
Goo
ds o
r Ser
vice
s w
ith
Smar
tpho
ne
Demographic Profile of UK Smartphone Shoppers
15.4% of UK Smartphone Owners Made On-Device Purchases
In April 2012, almost more than 4 million made a purchase using their phone. This represents 15.4% of all Smartphones owners in the UK.
Surprisingly, the majority of Smartphone Shoppers are male (more than 55%), with the age groups 25-34 and 35-44 being represented strongest.
Females accounted for just over 40% of all Smartphone Shoppers.
Product: MobiLens
Data: Three month average ending April 2012
Country: UK, N= 15,682
56.9% 43.1%
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1.Percent Off
2.Free Shipping
3.Money Off
4.By One Get One Free
5.Gift Purchase
6.Reward Points
Marketing Profs (2012)
Most influential promotion
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Kea features in m-shopping
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Recommendations, Twitter share, Link to Facebook, Similar products, Reviews
eDigital Research (2012)
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Key M-Challenges
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mobile conversion rate is just above >3%
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WHY DON’T
CUSTOMERS BUY?
• Website not optimised for small screens
• Connections speed
• Loading time
• Sending users to non-mobile pages
• No checkout options (reserve, cash on delivery, wishlist)
• Privacy and security
• No store locators provided
• Pop-up windows
• Poor customer journey
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WHY DON’T
CUSTOMERS BUY?
• Website not optimised for small screens
• Connections speed
• Loading time
• Sending users to non-mobile pages
• No checkout options (reserve, cash on delivery, wishlist)
• Privacy and security
• No store locators provided
• Pop-up windows
• Poor customer journey
No Pre-flight testing
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Website Abandonment Threshold by Device (in seconds)
Kiss Metrics (2012)
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Mobile Trends and Features
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•LBS - Location Based Services•Social Networking•More and much more mobile search•Mobile commerce•Mobile payment•MIM - Mobile Instant Messages•Email, video and sharing•Mobile gaming•Faster mobile processors (Dual- and quad-core)
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Location, Location, and Location Based Services
Kiss Metrics (2012)
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Location-based technology and store retailers go together like coffee and milk.
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Thompson (2013)
Synchronise services for every
touchpointe.g. iCloud
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vsMobile site Mobile App• Appears inside the browser
• Accessible 99% of web-enabled devices
• Don’t need a user to download anything
• Detects the user’s device and automatically
format content for optimal viewing.
• Native on devices so enable enhanced
functionality
• Example is barcode and picture scanning
• Apps can be more immersive
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What to take away?
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•Mobile is easier and harder than it looks
•Optimisation requires effort and plan
•Apps should be build with customer journey in mind
•Mobile and Social go together
•Assessment of the mobile presence is key
•Be prepared to match functionalities with business needs
•Be prepared to make recommendations
•Mobile is the present and the future of social and business
•Consider NFC Payment (NFC - two way communication)
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Thanks!
@hajra
24Wednesday, 20 February 13