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SoLoMo implications on social commerce

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Social Commerce opens new opportunities. But the social, local and mobile (SoLoMO) consumer opens a new way of responding to the customer and the context they are in.

Social Commerce opens new opportunities. But the social, local and mobile (SoLoMO) consumer opens a new way of responding to the customer and the context they are in.

Published in: Business, Technology

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  • In the US, technology has killed Circuit City, Tower Records, Borders, and Blockbuster
  • We have entered the age of the customerForrester, Competitive Strategy in the Age of the Customer, Josh Bernoff
  • Creating new ecosystem of off-site contentPractical matter of being “in control” – cost, consistent, conversion
  • Unreal adoption ratesConnectivityConvenience and User Experience
  • Transcript

    • 1. Is Technology Stealing Your Advantage?
      SoLoMo Implications for e-Commerce Platforms
      Bob Egner
      EPiServer, VP Product Management
    • 2. Introducing EPiServer
      Working with our talented partners to create sites for
      e-Commerce
      Web and Digital Marketing
      Social and Online Communications
      2
      Software platform that drives business results
    • 3. Platform Spending
      62% of online retailers will increase their technology spend in 2011, up from 57% in 2010
      Forrester 2011 Online Retail Technology Investment Outlook
      Improving economy?
      Efficiency gains?
      Competition?
      3
      Why is it increasing?
    • 4. Porters Five Forces
      4
      Disrupted by Technology
      New
      Entrants
      New Entrants
      • Barriers to entry are lower online
      • 5. Customer focus is a differentiator
      Supplier Power
      • “Employee as supplier” to customer relationships
      • 6. Global outsourcing erodes economies of scale
      Supplier
      Power
      Customer
      Power
      Competitive
      Rivalry
      Substitutes
      • Word of mouth undoes brand investment
      • 7. Digital substitutes collapse value chains
      Competitive Rivalry
      • Competitor access to your strategy
      Customer Power
      • Buyers have information
      • 8. Online channels flatten distribution strength
      Substitutes
    • 9. The Age of the Customer
      5
      Source: Forrester
      Competitive Strategy in the Age of the Customer
      Josh Bernoff
    • 10. Consumer Adoption
      6
      What drives technology adoption?
      Can someone explain this… please?
      • Key enabler of customer experience
      • 11. Raises expectation of interaction
      • 12. Personal and convenient
      iPad 2 Launch Day - London
      iPhone 4 Launch Day - London
      iPad 2 Launch Day - NYC
      iPhone 4 Launch Day - SF
    • 13. Customer Focus is Key
      Nearly everyone is connected, and mobile
      User experience and convenience are key
      Shifting focus of value
      7
      Driver of Platform Spending
      Technology spending characteristics
      • Relatively low cost and high ROI
      • 14. Grows new or maturing revenue stream
      • 15. Supports changing needs of consumers
    • Driver or Enabler?
      8
      Technology’s role in social commerce
    • 16. Social Shopping Variants
      9
      Group Buying
      Collaborative Shopping Portals
      Marketplaces
      Ratings and Reviews
      Social Networks
    • 17. Social Spectrum
      10
      Owned
      Media
      Paid
      Media
      Digital Properties
      Advertising
      Social
      Media
      Earned
      Media
      Embassies &
      Ambassadors
      Partnerships
      • Influencers
      • 22. Branded Entertainment
      • 23. Affiliates
      Outposts
    • 24. Context Aware Computing
      11
      “It will be one of the top disruptive trends of this decade.”
      Source: Gartner
      Context-Aware Computing Industry Heat Map
      William Clark
    • 25. Progression of Localization
      12
      Embracing
      New Devices
      Breaking
      Away from PC
      Layered
      Intelligence
      Basics
      2012
      2014
      2016
    • 34. Apple Redefines Mobile
      13
    • 35. Mobile Trends
      14
      Novel Navigation
      Alternative Interaction
      Convenience Features
      Innovative Functions
      Combined with Social
      Combined with Location
    • 36. Pull it all together
      User experience is essential
      Social media, socialize content
      Your content, not always your site
      Content variation driven by user context
      Multi-channel, multi-touch
      Mobile channel
      On top of scalable, reliable e-Commerce platform
      15
      Key platform drivers
    • 37. Social Commerce Platform
      16
      Social
      Networks
      Commerce
      Social
      Website
      Mobile
      Integration
      Marketplaces
    • 38. Social Commerce Platform
      17
      Social
      Networks
      Social
      Website
      Personalization
      Commerce
      Integration
      Mobile
      Marketplaces
    • 39. THANK YOU
      Bob Egner
      VP, Product Management & Global Marketing
      bob.egner@episerver.com