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eCommerce, Mobile and mPayments

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Presentation made for FDIH (Danish eCommerce Federation) on Mobile Payments in 2010 and coming

Presentation made for FDIH (Danish eCommerce Federation) on Mobile Payments in 2010 and coming

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  • In oneweekDanes had collected 15 Mil DKK for Haitianvictims. 9 Mil (60%) collected via Premium SMS(http://politiken.dk/udland/article881436.ece)Danish: Da SMS-biletter blev introduceret i hovedstadsområdet for 23. januar 2009 blev de første 10.000 sms-biletter solgt i løbet af 12 dage. I dag sælger de 7.000 sms-biletter om dagen og har faktisk øget kundegruppen med 10 %(http://www.business.dk/tech-mobil/sms-billet-skaffer-flere-s-togspassagerer)Fast ”motivation -> action” Grand problem withpremiumSMSes: Telcostakealmosthalf of revenue.
  • Barclays rolling out NFC chip creditcards
  • The major Danish telcos are running tv commercials telling users about access to internet services like Facebook and Twitter instead of talking about like features like camera, walkman etc. Mobile internet is the feature selling!
  • Source: ComScore CES Presentation Jan 2010
  • Salesaccording to IDChttp://www.idc.com/getdoc.jsp?sessionId=&containerId=prUS22333410&sessionId=50A936B597AC135AE497422850FC02E1According to Canalysit’s more likely +67%http://www.mobil.nu/nyheder/Avancerede-smartphones-hitter-1.351055.html
  • Source: ComScore CES Presentation Jan 2010Every third mobile user is a “Mobile Media User” (browser, download og/eller apps)
  • Source: FDIM Mobiludgiverlisten
  • http://www.rammeaftalen.dk
  • Mary Meekermanaging director at Morgan Stanleyhttp://gigaom.com/2010/04/12/mary-meeker-mobile-internet-will-soon-overtake-fixed-internet/…And mobile internet userswillbe more than desktop users in 2014.
  • Santiago, capitol ofChile
  • Just geotag your content to become part of the AR world of Layar
  • A great way to sell segmented, time-limited and location-based to your prime audience
  • Approximately 10 to 20 times higher than traditional coupon campaigns
  • OfflineOnlineSending packages with barcodes (, sms short codes) and URL’sOffline ads, call to actionPush your mobile site on digital ads and when your user provide personal info.
  • http://blog.comscore.com/2010/04/transmedia_in_advertising.html
  • Transcript

    • 1. Ecommerce, Mobile and mPayments
      Presentation for FDIH seminar “online and mobile payments”
    • 2. ABOUT CREUNA
      DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY
    • 3. SELECTED CLIENTS
    • 4. Mobile payments in Denmark at present
      © Creuna
      4
      Busses, X-Factor, Gyldendal and Haiti
      SMS tickets
      WAP-billing books(1-click payment)
      Premium SMSes are everywhere!
    • 5. Future Mobile Payments?
      5
      In Japan since 2004. In Europe from 2012?
    • 6. What we are looking at
      Mobile Financial Services Value Chain
    • 7. AGENDA
      DEVICES AND TECHNOLOGY
      USERS
      TECHNIQUES AND CONCEPTS
    • 8. Devices And Technology
    • 9. Mobile web is becoming mainstream
    • 10. Don’t adapt to platforms - Adapt to Behavior
      OEM share EU-5last year
      Unique visitors at arla.dk/mobillast week
    • 11. From 1Q09 to 1Q10 smartphone sales are up +56,7%
    • 12. Apps or web? – a classic
      APPS
      iPhone, Android, Nokia and/or WinMo 7 – All different code
      You are there on the home screen (along with all the other icons)
      Access to most phone features, restricted by framework rules
      App Store CAN be a great distribution channel
      MOBILE WEB
      It’s what you already do
      Please don’t go buy another website, use your own!
      Tracking, login, user data, products, billing, payments are all there.
    • 13. Users
    • 14. Smartphones areonly for men?
      14
      50%
    • 15. 15
      But the kids?
    • 16. Women stepping up and usage expanding
      Source:
      Product: MobiLens
      Data: Three month average ending September 09
      Country: US -N= 32,811
    • 17. It’s Really all about Services
      Source:
      Product: MobiLens
      Data: Three month average ending September 09
      Country: US -N= 32,811
    • 18. Mobile webshops arising in Denmark?
      No, not really
      Apparently, no one has products to offer to the social, always connected, money at hand, brand defining, product comparing crowd...
    • 19. Techniques and CONCEPTS
    • 20. Payments are still in Danish Kr, but...
    • 21. Mary Meeker’s What and How To Mobile Commerce (freely interpreted)
      location-based services
      time-based offers
      mobile coupons
      push notifications
      Easy-to-Use/SecurePayment Systems
      Small Price Tags
      Walled Gardens
      Established Store Fronts
      Personalization
    • 22. Offline to online – call to action!
      Send ”Yes” to 1220
      Scan/sms the same code and getdifferentthingseveryday
      Scan the screen and get the information
      Scan to get info, updates, to report
      Scan pairedwith time
      Scan pairedwith locations
    • 23. Advertising and Time based offers
      More than 1/3 of mobile users reacted on a mobile ad: Meaning they sought more information, signed up or received a coupon
      At Kansas they received 50 % - 80 % response within one hour on SMS offers!
      But is mobile more engaging?
      More than TV?
      More than a poster at a bus stop?
      More than a desktop computer?
      The whole viral deal: Mobile is much easier shared
      …And then there is proximity and AR advertisements
      http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
    • 24. Not just internet on a smaller screen:Compareplaces, prices and opinions on spot
    • 25. New Sales channel by application
      25
      Walled garden: Arla mobile cookbook
    • 26. Add services to your product
      A heavy walled garden: Q8 Denmark and driving economy
    • 27. Dinner inspiration at hand
      27
      Cross media service: DSB S-Tog turn inspiration into service into buying
    • 28. Mobile Coupons: ScreenTicket would SellYourMother
      60 % saw the coupon send to their mobile phone
      28 % of send coupons where redeemed
      Clear communication: It looks like a coupon – it is a coupon!
      Awesome tracking opportunities
    • 29. More on Mobile Coupons
      75 % of smartphone users are positive towards receiving mobile coupons for offline buys
      A coupon can be entertainment in itself
      A coupon can be something you make yourself (collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.)
      http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf
    • 30. Identification: Skarp and 3f
      Mobile phones can be tracked down to its phone number
      Will work most of the time, but not on WiFi
      Will provide pretty unique identification
      Use with care
      Use for customer convenience
    • 31. Identification and intelligence
      Using mobile phone number for one-time logins
      Great when your users often forget their password
      Or if you want to get to know your customers better!
      And then there’s Google and Facebook logins
    • 32. Webshops as Navigators
      Mobile payment can be a hassle
      Good user interface is a challenge
      From price runners to mobile shops sending leads to non-mobile shops
    • 33. BankSMS: Old school AND/or game changer?
      A new payment service by PBS
      Assigned to your bank account
      Immediate clearance checks
      Immediate transactions
      Keep track of account balance
      No need for premium SMS!
      Telcos are to find their place in the value chain – only for campaigns?
      Still we have faith in “uncle Danny”
    • 34. Mobile Banking Will make Mpayment Mainstream
      Instant control of money flows
      Can I really afford this jacket?
      Banks are looking to see what they should do
      Hypes are on apps (for iPhone, Android, Nokia and/or WinMo 7?)
      Experience comes from web
      Switching login to NemId
    • 35. your business: Your services for the mobile context
      Where are consumers thinking about your brand or products? – Greet them there!
      When are your customers available for 5 minutes of interaction: Eating breakfast, riding the bus, in front of the telly, before going to bed.
      There’s that stuff they buy over and over again – make that part easy!
      Track and trace packages
      Then track your customers as well
    • 36. your business: Finding, maintaining, retaining
      Help people find your mobile site
      Offline  online in ad material
      Web  mobile
      Same URL, same experience
      On your site, make people stay
      Cater for dropped internet connections
      Avoid data entry where possible
      Reassure users about transaction security
      Make people come back
      SMSes: “how was delivery”? “care for free delivery?”
      Offlineonline content on packaging
      Mobile friendly newsletters
    • 37. Convergence Media
      To communicate in converging media means to meet the audience in different contexts with a service, message or story that is fitted this context. It’s not just fitting into small screens, it’s rethinking for these new opportunities to engage.
      According to ComScore 43% of people watching online commercial video have stopped a video to visit the brand website. That’s because they can!
    • 38. Focus
      Identify the core
      services to your mobile
      users and make them easy to access
    • 39. Presentation for FDIH seminar “online and mobile payments”
      Thankyou!
      SIMON KIBSGÅRD
      Business consultantwithexpertknowledge of mobile businessM: (+45) 22 49 83 41
      simon.kibsgaard@creuna.dk