Adding value through mobile web services

why mobile web

where are your

customers

why mobile

web

Mobile browsing projected to outstrip desktop by 2014!

Source: Morgan Stanley Research, April 2010

High speed mobile networks and an increased distribution of mobile data-flat rates

Global Mobile vs. Desktop Internet User Distribution 5)

[User m]

why mobile

advertisingadvertising

In his Mobile World Congress keynote address,

former Google CEO Eric Schmidt describes the

mobile ecosystem as a confluence of computing

power, connectivity and cloud computing, and

proclaims a new focus for the industry:

“putting mobile first”

Eric Schimdt, outgoing CEO Google at the World Mobile Congress 2011

45,000,000 mobile phone users aged 18+ in UK

26,545,00 mobile media users (59%)

22,950,000 use M-Commerce (51%)

Mobile Media•Downloaded and used a mobile app•Downloaded a ringtone, music track.•Used social media•Accessed the internet/any website•Purchased a product or a service

M-Commerce•Used mobile for research for purchasing•Used mobile for enhancing a purchasing experience•Paid for something on mobile straight to bill•Paid for something on mobile via card/bank/PayPal

Source: IAB Consumer M-Commerce Study October 2010, Comscore August 2010Base – All mobile users (1039)

UK penetration

of mCommerce

30.2m people visited

commerce sites on the fixed line internet in

December 2010

Mobile makes up 17% of the total UK E-Commerce audience (duplicated)

6.3m people visited

commerce sites on the

mobile internet in December

2010

mobile as a percentage

of E-Commerce

Source: ComScore

•Ebay saw £2.1 million spent on its UK

mobile site on 12th December 2010

•Clothing and accessories represented

13.8% of that total

•ASOS generated £1 million of sales on its

mobile site in December 2010

Source: NMA 21/1/20211Ebay

latest industry data

Hi Paul,VielenDank für die

1983 2000 2007 2010

The mobile market is fragmented and

constantly evolving…

the challenge

MOBILE INTERNET

one scalable solution

delivering a premium

user experience

CosmosDirekt is one of Germany’s largest insurers

They offer a full suite of financial services including banking, pensions, travel, car & home insurance.

CosmosDirekt case study

Web analytics showed 3% of traffic coming to CosmosDirekt’stravel insurance “quote & buy” website was coming from mobile

99% bounce rate from homepage from mobile

CosmosDirekt decide to develop a mobile solution to meet customer demand

business case for mobile

Competitor analysis

1-2-1 customer research

Evaluate technical

infrastructure

Target market behavioral analysis

Online content assessment

How did CosmosDirekt approach the project;

analysis of requirements

Three phased mobile strategy

Develop “quote & buy” mobile site for their

travel insurance product to enable

consumers to purchase a policy on

mobile.

Develop a claims iPhone app to enable

customers to log & submit details of a

claim with their mobile

Develop “quote & buy” mobile sites for

other insurance categories & mobile

banking solution

developing a mobile strategy

full “quote & buy” mobile site

Data input

Quote

T&Cs

Payment page

Product info page

Dynamic Proxy Transcoding - use website as the content source

No internal IT resource requirement

Filter relevant content for display on mobile

how did we integrate?

FIT ML

CO

NTE

XT

LAYE

R

PR

ESEN

TATI

ON

LA

YER

80% of all traffic from search

Seamless mobile experiences from

search results and email campaigns

Product level mobile redirects ensure

that the user is automatically redirected

to the relevant mobile page (rather than

the standard desktop version)

seo, sem, email marketing

other channels to

promote the site

CosmosDirekt Help iPhone app developed enabling users to;

Log & submit claim details. Users can take photos, voice recordings & mark the GPS location of an accident, then submit with one touch

Also includes emergency numbers & fuel calculator

phase two iPhone application

Over 15,000+ travel policies purchased since launch in September 2010

Thousands of downloads of iPhoneapp in first month

700% increase in mobile web traffic since launch of mobile site

Work under way to develop “quote & buy” mobile sites for home & car insurance products

results

Improve customer satisfaction

stimulate brand loyalty

reducing operational costs

Account summary Account balances Make a payment Standing order

Postbank: full mobile banking site

Monitor the stages of pregnancy

Pregnancy calendar shows appointments and examinations

Pictures can be uploaded to a personal log

After birth, app can be kept as a reminder of pregnancy

Central “pregnancy Info” iPhone app

Current GPS location transmitted to ADAC automatically

Where-am-I function for locating and displaying of the current

position (independent of accident or breakdown)

The accident check list includes valuable tips for the right behavior at

the scene of accident

ADAC breakdown iPhone app

Mobile web will be where you acquire customers in the mobile channel

Do you already have mobile traffic & what is the current bounce rate?

How can my brand take advantage of the acquisition opportunity?

Which product categories are most suited to mobile?

How will mobile be best integrated into my multi-channel strategy?

questions for you...