PUBLIC SECTOR MASTERCLASSBuilding a robust & functional mobile website
Agenda1. Who are YOC2. Latest Industry stats3. What technology you need to develop the perfect mobile site4. Design considerations – Mercedes Benz5. Promoting your campaign with your mobile site – Ted Baker6. How to enable payment on your mobile site – Waitrose7. How can you use your mobile site to reduce operational costs8. Foreign & Commonwealth Office case study9. Your mobile web check list
At a glanceFounded in 2001 and listed on theFrankfurt Stock Exchange since 2006210 employees across 6 EuropeanofficesOver 40 employees in the UKEstablished in the UK in 2004Turnover £35m and EBITDA £2.8mCurrent Market capitalisation £65m
2. INDUSTRY STATSSmartphone penetration, m-commerce…
Industry statsEuropean Smartphone Market 32% own a smartphone - UK 75% predicted to own a smartphone by 2015Inflection Point Global Smartphone Sales Global Destkop & Notebook Sales Mobile browsing is projected to outstrip desktop browsing by 2014 ComScore 2011, Morgan Stanley 2010, 2011
Industry statsUsage mobile websites8x more growth than apps + 22,4 % Mobile sites + 2,8 % Apps Tomorrow Focus Media 2011
Industry statsMobile CommerceGrowth driver for mobile technology (in billion $) UK • Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011 • 52% (25,2220,000) use mobile commerce • 45% use their mobile to conduct research for a purchase • 38% use mobile to find shop locations, opening hours, contact details, check prices • 54% would buy more on their mobile if websites were optimised for mobile Coda Research 2010, comScore 2011
Branding/ Designm.mercedes-benz.comMercedes-Benz’s was looking for a globalpartner in mobile to:• Extend the reach of the brand• Foster brand engagement• Convey the premium brand proposition• Incorporate mobile into the multi-channel strategy• Drive test drive and brochure requests• Drive footfall at Mercedes-Benz dealers
CampaignsTed Baker used mobile topromote theirAutumn/Winter rangelaunch:• QR codes generated 15,000 views via the mobile within the first month• 20% of all competition entries came from mobile• QR code campaign has been introduced as standard fixture alongside web
mCommerceWaitrose saw a growing level of traffic from mobiledevices and recognised that an increasing volumeof consumers want to buy products and engagewith the brand via mobile.
Reduce Operational CostPostbank wanted to be among the first to offermobile banking to:• Reduces operational cost• Increases customer satisfaction• Integrate mobile into multi channel customer strategyResults:• 20% reduction in call volumes from mobile banking customers• Follow-up surveys measured increase in customer satisfaction and high interest in mobile solutions
FCO case studyThe Foreign and Commonwealth Office(FCO) is the British governmentdepartment responsible for promoting theinterests of the United Kingdom abroad.
Business case for mobileFCO wanted to introduce mobile as a new channel to increaseaccessibility of their services.The aim was to develop a cost effective mobile solution thatprovides citizens with in depth travel advise for every country inthe word.
FCOKey sections:• Embassies’ addresses and office hours• Up-to-date news• Travel summary• Natural disasters info• Entry requirements• Local laws/ customs• Safety/ security info• Health info
Results• Improved accessibility by offering mobile optimised sites for all devices• Follow up survey showed increase in user satisfaction• It generates an average of 17,000 views per month (UK only)• Offers up to date information faster than a phone call• Reduces operational cost
ChecklistREASONS FOR MOBILE SITE Branding/ Design Campaigns mCommerce Reduce Operational CostMOBILE TECHNOLOGY Works on all devices & operating systems Optimises content for each device Works with our existing sources