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Making Commerce Mobile: Strategy and Trends of Mobile Commerce
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Making Commerce Mobile: Strategy and Trends of Mobile Commerce

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MobileCON 2012 presentation on strategy and trends in mobile commerce.

MobileCON 2012 presentation on strategy and trends in mobile commerce.

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  • hi cherish can could you please share the presentation in pdf or ppt with me My E-mail id is vikaskandwal@outlook.com
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  • MAIN POINT: IBM strategy addresses the three key client mobile initiatives. Each of these initiative has a some key capabilities that must be delivered. IBM has both the products and expertise to help you address these capabilities needs. Extend and transform the business to yield new opportunities and business models while extending existing business capabilities to mobile employees, customers, and partnersBuild, connect, and run a growing portfolio of mobile apps for customers, partners and employeesManage and secure mobile applications, services and data on a variety of mobile devices and operating systemsSPEAKER NOTES:In today’s mobile world enterprises are transforming the way they interact with their customers, partners and employees by implementing mobile strategies. We’ve heard from clients around the world about the key initiatives they have in the mobile space. They can be categorized in these three simple ways. They want to: Extend and transform the business to yield new opportunities and business models while extending existing business capabilities to mobile employees, customers, and partnersBuild, connect, and run a growing portfolio of mobile apps for customers, partners and employeesManage and secure mobile applications, services and data on a variety of mobile devices and operating systemsIBM’s strategy directly addresses this set of initiatives, enabling our clients to deliver a comprehensive set of solutions to meet their customer's mobile demands and seize the opportunities that the mobile world provides while reducing cost and complexity. Each of these initiative has a some key capabilities that must be delivered. Within Extend & Transform you must be able to incorporate mobile effectively from the strategy to the plan to the implementation. You need to determine and deliver the right mobile solutions for you and your industry. Mobile must be a service you offer – either yourself or through a partner. Within Build & Connect you have to effectively develop mobile apps and choose the type of app that best addresses your needs – whether it’s web, hybrid or native. You have to integrate enterprise data, services, applications and systems. You have to address your wireless networking capabilities to make sure the mobile connections are sound. Within Manage & Secure you must manage the entire mobile lifecycle – from the device and the app to the infrastructure. You must have appropriate controls and analytics across devices. You have to make sure your network communications are secure and managed effectively.IBM has both the products and expertise to help you address these capabilities needs.Here are a few examples of how our customers are addressing these initiatives:Background on customer examples:French Telecom ProviderA European telecom provider decided to get into the home entertainment business offering not only channels but also a large catalog of video-on-demand titles. To make this new business successful, they wanted to enable their customers to buy videos for download across multiple buying channels including mobile. IBM helped them extend their on-line ordering capabilities to set-top boxes and mobile devices to enable their customers to browse and buy video on demand titles anywhere, anytime.ComcastThe need: 1st app rushed to marketExpensive native development by three different partiesNo consistent user experience across environmentsNo code reuse between mobile, Top Set-Box and PC environmentsUser is required to install multiple appsImpossible to update existing app without redeploying the entire native appThe solution:IBM WorklightThe benefit: HTML5 infrastructureSupport for push notificationsIntegration with video grid App store capabilities within the appIntegration with dojox.mobileRecorded interview available at http://cattail.boulder.ibm.com/cattail/#view=jkempel@us.ibm.com/files/C14DCFE05A2F3DDC9FF2A542093F23B6Florida Power & LightServing 4.5 million customers, this electric company of 25,000 employees is a leader in clean energy while exceeding reliability standards and keeping consumer costs below average. They are experiencing a migration from traditional endpoints to mobile devices.Long-time Endpoint Manager / BigFix customerCustomer’s Highlights: Low TCO and ease of adding-on mobile device management capabilitiesDisplaced a leading MDM vendor deployment due to increased infrastructure, training, and administration costsIntegrating with Maximo, RemedyRapid increase and deployment of new functionality throughout BetaResponsiveness and agility of development teamExpect to grow to 20,000+ managed mobile devices
  • We heard on Monday from David Barnes that Mobile computing is one of the key trends (and, is actually the 2nd most concern behind business analytics driving their investment concerns in IT)

Making Commerce Mobile: Strategy and Trends of Mobile Commerce Making Commerce Mobile: Strategy and Trends of Mobile Commerce Presentation Transcript

  • Making Smarter Commerce Mobile: Strategy andTrends of Mobile CommerceChris ShawWorldwide Industry Lead for Smarter Commerce - Communications @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • IBM’s strategy addresses client mobile initiatives Build & Connect Manage & Secure Extend & Transform Build mobile Manage mobile Extend capabilities apps devices and apps to mobile Connect & run Secure my mobile Transform mobile systems business your business Key Capabilities Key Capabilities Key Capabilities • Mobile web, hybrid and • Mobile lifecycle • Strategy, planning and native app development management implementation • Enterprise data, service, • Device analytics and • Mobile-enabled solutions and application integration control including analytics, • Enterprise wireless • Secure network commerce, and social networking communications & business management • Mobile as a service2 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Agenda Introduction Mobile Commerce Opportunities Implementing Mobile Commerce3 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation View slide
  • Mobile is a game changerJust like the internet sparked the growth of the web and e-business, a new frontier of growth andopportunity exists around mobile devices across industries WW Mobile Applications Opportunity 300,000 iOS & 700,000 $50 B Android devices activatedMobile Applications PER DAY 66% CAGR $40 B Gartner: By 2013,mobile Mobility is the Growth $30 B phones will overtake PCs Billions second area as the most common Web access device worldwide $20 B of investment $10 B with 74% Access to mobile networks is now available to 90% of $0 B Source: 2011 CIO Study, Q12: “Which visionary plans do you the world population and 2010 2011 2012 2013 2014 2015 have to increase competitiveness over the next 3 to 5 80% of the population living years?”(n=3,018) in rural areas. Source: IDC 2010 Market opportunity around Mobile Platform Mobile Security Device Management Mobile is a new IT WW Mobile Infrastructure $5 B Mobile is adjacent to our 20% CAGR business and provides $4 B AIM a large & fast growing Opportunity opportunity to drive Wave Billions $3 B Middleware revenue as enterprises extend IT $2 B investments to reach customers in new ways $1 B and enable workforces Consumer experience, “bring your own device” (BYOD) and with anywhere, anytime $0 B “context aware” are driving much new enterprise use access to data and 2010 2011 2012 2013 2014 2015 applications Source: IDC 2H 2010 - IH20114 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation View slide
  • Mobile is shaping the commerce marketplace 1. Technology Adoption Rates are Accelerating  2.3 billion people are online (Dec 2011)  5.9 Billion mobile phones worldwide (2011)  1.2 Billion use phones to browse Internet April 2012 2. Proliferation of Modes and Methods for Commerce 800M  Exponential growth in Mobile and Social Commerce 140M  Mass customization and personalization of products and services Evolving Shopping 3. Consumer Buying Behavior Continues to Evolve Experience  Focus is on value, transparency and accountability Expectations:  Timely  Consumers are increasingly technology savvy, more demanding, making  Localized tradeoffs, and “Showrooming”  Experiential  Personalized  Information 4. Increasing Brand Fragmentation  Consumers are experiencing brands in new ways across multiple touch points  Marketers challenged to deliver a consistent brand message and value proposition5 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Objectives For Smartphones And Tablets6 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Mobile computing is fundamentally changing how businesses interact withtheir customers Business-to-Consumer Business-to-Employee Enabling customers to shop across Empowering retail store associates to multiple mobile devices serve customers anywhere in the store Mobile Marketing Analyzing mobile usage and executing mobile campaigns7 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Leading to fundamental changes in the concept of a store? Taking the store to the customer Taking the store out of the store88 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation Source: “Tesco opens worlds first virtual store” htt,p://www.archello.com/en/project/tesco-opens-worlds-first-virtual-store
  • Agenda Introduction Mobile Commerce Opportunities Implementing Mobile Commerce9 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Insight Strategy Buy Market Sourcing, controlling Targeted and and procurement of personalized goods and services marketing across all customer interactions Customer Service Sell Servicing Selling and fulfillment customer needs of products and across all services across interaction all channels channels Engagement10 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • The lines between virtual and physical are blurring … disappearing Outside the Store Inside the Store Shopping List Aisle 3 Aisle 11 Aisle 911 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • A superior shopping experience now includes mobile commerce as a key Messaging, alerts, promotionstouch point (proximity, opt-in, loyalty) Provide personalized messages and alerts to your customers: product specials, recalls, etc Customer id, personalized experience & offerings Demand Relationship Store Entry Generation Development Product or category Product Affinity level awareness & education Browsing In-store Multi-channelProductinformation, customer customer Productproduct look-up, experience experience Browsing information,IRC Consumer Purchase Retail Customer reviews Decision Integration Interaction Framework PlatformCross-sell, up- Purchase Compare,sell, availability Decision Cross-sell/up- Transact sell, availability In-store & online Post & Store locator payment scenarios Post- Transact -transaction transaction CCIS, Online payment Warranty services, digital WISMO, Warranty services, receipt digital receipt12 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Re-engineering commerce around mobile All aspects of commerce should be evaluated to see what “Points of Engagement” can be improved by utilizing mobility Mobile Points of EngagementBuild a shopping list Select products in the store Pre-populate a list based on history  Show reviews, friends feedback, special prices, health information (etc) about the products Awareness of holidays and other important dates Suggestions based on choices or actions Pay for productsChoose a physical store  Self scan by phone  Pay by phone Assures the items you want are in stockVisit the physical store Consume products  Capture comments and feedback as the products are Provide directions to get there being used Proactively offer assistance when the customer enters the store Customer runs out of products Locate items on the shopping list, and inform where in the  Add to shopping list for next purchase store to go Request assistance from remote or in-store associate13 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Consumer expectations are soaring Consumers expect a real-time, digital experience with personalized recommendations, offers, and rich production information that is infused into the store environment. Goals: Example: ARISTO Shopping Assistant The shopping experience is tailored to the Increase sales, profit, customers preferences, needs, wants, and loyalty, and consumer shopping mission in real-time at the store shelf confidence and without adding additional headcount or labor.14 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Augmented Reality for In-Store Offers Enable consumers to receive information and special offers o Product information, Special price info directly super imposed on the products of interest Consumer simply pans the store shelves with his personal mobile device o Relevant information is super-imposed on the image Improve in-store experience o Far superior to barcode scanning $0.33/100 gr $0.66/100 gr $0.59/100 gr $0.37/100 gr15 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • IBM Research – In-Store Presence Zones “Context will be as influential to mobile consumer services and relationships as search is to the Web” - Gartner  Pain Points - Retailers lack information:  Which store areas are visited the most/least  Typical path shoppers take in store  How long customers spend in different areas  Which areas have no store associates  Solution:  Deployment of Presence Zones with sensors in each dept.  Sensors identify people when they enter & leave areas  Enables analysis of frequency & duration of visits to each dept.  Benefits:  More effective marketing; determine where to position signs, ads, kiosks  Employee optimization for better customer service16  Optimization of store infrastructure| such as heating/cooling @IBMMobile #IBMatMobileCon © 2012 IBM Corporation
  • Mobile strategy for consumers Deliver the experience that individual consumers want o A first class mobile browser solution for those that do not want to install a mobile app o A rich mobile app solution for those customers that choose, utilizing device capabilities, and supporting a wide range of device types o In all cases, the solution should be optimized for the device, screen size, resolution, and interaction style Mobile analytics can be leveraged for monitoring the mobile usage Leverage the fact that a mobile device is more than just a portable desktop o Location based services, presence, and mobile payments/loyalty are key enablers for an exceptional shopping experience17 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Agenda Introduction Mobile Commerce Opportunities Implementing Mobile Commerce18 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Application targetsFrom browsers to tablets to smartphones … and beyond19 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Mobile application types BrowserApps Web Access Hybrid Apps - Web Hybrid Apps - Web Hybrid Apps - Mixed Hybrid Apps - Native Apps Native Apps Written in HTML5 HTML5 code and Mixed User augments web Platform-specific. JavaScript and CSS3. Worklight runtime code with native Requires unique Quick and cheap to libraries packaged within language for unique expertise, pricy and long develop, but less the app and executed in needs and maximized to develop. Can deliver powerful than native. a native shell. user experience. higher user experience. Mobile Browser Native Shell Native Shell Native Application 1001010101011101001 Web Code Web Native 0100100101011101001 Web Code <!DOCTYPE html <!DOCT 0011010101010100100 <!DOCTYPE html PUBLIC YPE 100101 html 010101 1001011110010011001 PUBLIC <html> <html> <! - - created 2003-12-1 PUBLIC 110100 0101010010101010100 <! - - created 2003-12- <head><title>XYZ</title created 101010 1010101010101010101 12 - - </head> 2003-12 101010 0111111000001010101 <head><title>XYZ</title </body> </p> 100100 > </html> </body> 100101 </head> </html> 111001 <body> 001100 </p> 10 </body> </html> Device APIs Device APIs Device APIs Browser Access Downloadable Downloadable Downloadable20 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Why is mobile different? Mobile users today expect high-fidelity access to the same information they have on the desktop, presented in an easy-to-learn, mobile-friendly format. Mobile Application Requirements  Mobile users require efficient and timely access to  Typing should be minimized. information.  Applications must be usable without connection or  Interactions are short and focused, interruptions moving between connection types. are common.  Timeliness of data must be communicated.  Devices are often exclusively touch-based.  Security is critical.  User interfaces must be easy and obvious.  Mobile hardware and user interfaces evolve much  Screen real-estate is precious. faster than the typical enterprise software cycle. And the mobile context is different The mobile provides contextual information about the person carrying it.21 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Challenges in implementing mobile solutions Companies need to support a range of devices for both consumers & employees Mobile Development is more complicated than traditional Web App Development  Target Devices: Which smartphone? Which tablet? Which form factor?  Development Skills: Web or native apps? Java or Objective C? Or other?  Maintenance: Separate software stacks for each major OS? How to keep software current?  Security: Encryption? Authentication? Response to stolen/lost devices?  Management: How to provide support and service?  Mobile Value: How to build applications that best exploit mobile capabilities, such as location and context?22 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Engage With IBM This Week 1 Meet with an IBM expert to view a product demo in booth 735 2 Join the conversation at @ibmmobile and #IBMatMobileCON 3 Learn more at ibm.com/mobile-enterprise and follow us at #IBMMobile23 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Join IBM during our other MobileCon sessions!Date Start Session Title StageWed 11:00 AM IBM Mobile Enterprise Overview 3 11:00 AM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2 11:30 AM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2 11:30 AM Becoming a Mobile Enterprise Step-By-Step 3 1:00 PM Mobile Collaboration for Your Social Business 3 1:30 PM Making Commerce Mobile: Strategy and Trends of Mobile Commerce 3 2:00 PM Manage and Secure Your Mobile Enterprise: Delivering Visibility and Confidence 2 2:30 PM Impact on IT of BYOD and the Mobile Enterprise 2 3:00 PM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2 3:30 PM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2Thurs 11:00 AM IBM Mobile Enterprise Overview 3 11:00 AM Manage and Secure Your Mobile Enterprise: Delivering Visibility and Confidence 2 11:30 AM Impact on IT of BYOD and the Mobile Enterprise 2 11:30 AM Becoming a Mobile Enterprise Step-By-Step 3 1:00 PM Mobile Collaboration for Your Social Business 3 1:30 PM Making Commerce Mobile: Strategy and Trends of Mobile Commerce 3 2:00 PM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2 2:30 PM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 224 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • 25 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
  • Legal Disclaimer • © IBM Corporation 2011. All Rights Reserved. • The information contained in this publication is provided for informational purposes only. While efforts were made to verify the completeness and accuracy of the information contained in this publication, it is provided AS IS without warranty of any kind, express or implied. In addition, this information is based on IBM’s current product plans and strategy, which are subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM software. • References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to future product or feature availability in any way. Nothing contained in these materials is intended to, nor shall have the effect of, stating or implying that any activities undertaken by you will result in any specific sales, revenue growth or other results. • If the text contains performance statistics or references to benchmarks, insert the following language; otherwise delete: Performance is based on measurements and projections using standard IBM benchmarks in a controlled environment. The actual throughput or performance that any user will experience will vary depending upon many factors, including considerations such as the amount of multiprogramming in the users job stream, the I/O configuration, the storage configuration, and the workload processed. Therefore, no assurance can be given that an individual user will achieve results similar to those stated here. • If the text includes any customer examples, please confirm we have prior written approval from such customer and insert the following language; otherwise delete: All customer examples described are presented as illustrations of how those customers have used IBM products and the results they may have achieved. Actual environmental costs and performance characteristics may vary by customer. • Please review text for proper trademark attribution of IBM products. At first use, each product name must be the full name and include appropriate trademark symbols (e.g., IBM Lotus® Sametime® Unyte™). Subsequent references can drop “IBM” but should include the proper branding (e.g., Lotus Sametime Gateway, or WebSphere Application Server). Please refer to http://www.ibm.com/legal/copytrade.shtml for guidance on which trademarks require the ® or ™ symbol. Do not use abbreviations for IBM product names in your presentation. All product names must be used as adjectives rather than nouns. Please list all of the trademarks that you use in your presentation as follows; delete any not included in your presentation. IBM, the IBM logo, Lotus, Lotus Notes, Notes, Domino, Quickr, Sametime, WebSphere, UC2, PartnerWorld and Lotusphere are trademarks of International Business Machines Corporation in the United States, other countries, or both. Unyte is a trademark of WebDialogs, Inc., in the United States, other countries, or both. • If you reference Adobe® in the text, please mark the first use and include the following; otherwise delete: Adobe, the Adobe logo, PostScript, and the PostScript logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States, and/or other countries. • If you reference Java™ in the text, please mark the first use and include the following; otherwise delete: Java and all Java-based trademarks are trademarks of Sun Microsystems, Inc. in the United States, other countries, or both. • If you reference Microsoft® and/or Windows® in the text, please mark the first use and include the following, as applicable; otherwise delete: Microsoft and Windows are trademarks of Microsoft Corporation in the United States, other countries, or both. • If you reference Intel® and/or any of the following Intel products in the text, please mark the first use and include those that you use as follows; otherwise delete: Intel, Intel Centrino, Celeron, Intel Xeon, Intel SpeedStep, Itanium, and Pentium are trademarks or registered trademarks of Intel Corporation or its subsidiaries in the United States and other countries. • @IBMMobile | #IBMatMobileCon26 If you reference UNIX® in the text, please mark the first use and include the following; otherwise delete: © 2012 IBM Corporation