Integrating your mobile site    (and app) with desktop CMS    Jonathan Bass    15th March, 2011Copyright Incentivated Limi...
Well done #1• A larger proportion of UK retailers have a mobile optimised website (accessible from their www domain) than ...
Well done #2• 32% of UK shoppers have               Mobile internet access amongst all phone subscribers in the UK        ...
mCommerce growthRetail transactions through phones becoming more important fast Source: comScore                          ...
Well done #3• Sunday December 26th was the busiest day for mobile activity as shoppers turned to their phones to check sto...
State of the Nation• Over the last 12 months brands have started to offer what consumers were happy to do all the time• Wi...
‘Cookie cutter’ or bespoke approach?                                  Copyright Incentivated Limited 2011
Contents      Integrating web sites      The Future of Mobile      Examples      About Incentivated      Appendix: App or ...
Information ArchitectureProduct Category Hierarchy                 Campaign               • Ability to manage all         ...
Enterprise Content Management                                    Master                             Head Office           ...
Enterprise CMSIf the e-commerce systems is multi-national then so should mobile be• The Master Content layer is where the ...
eCommerce CMS with mobile support?Few if any provide genuine mobile delivery• Multiple presentation layers required• Accur...
Integration options(i) Back office                                                                                        ...
Option 1• Diagram shows supplier’s platform integrated directly with client’s back office system.   Doesn’t display the co...
Integration option(ii) eCommerce platform    Retailer Systems                                                             ...
Option 2• Diagram shows supplier’s platform integrated directly with client’s eCommerce platform.• Benefits are, the same ...
Web request     from user                                                Supplier Hosted Solution                         ...
Web request     from user                                                Client Hosted Solution                        Alt...
Other considerations• Genuine uniqueness   Explicit personalisation   Implicit personalisation• Deep-link mapping from des...
Contents      Integrating web sites      The Future of Mobile      Examples      About Incentivated      Appendix: App or ...
M&F-Commerce?• 20% of all display advertising to be on Facebook by 2015, versus 2.7% today?   Source of forecast: Otkritie...
M&F-Commerce?                Copyright Incentivated Limited 2011
HTML 5The future of web (and web-app) design?• Next major revision of HTML standard• Includes ground-breaking technology t...
Closing thought• At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.   There are cur...
Thank You                                       Jonathan Bass                                     Managing Director       ...
Contents      Integrating web sites      The Future of Mobile      Examples      About Incentivated      Appendix: App or ...
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Customer journey – handset specific                                  Copyright Incentivated Limited 2011
Smart Phone Home Page                              Navigation – ‘Bread Crumbs’Location dependant content    Leading conten...
Feature Phone Home Page                              Navigation – ‘Bread Crumbs’Location dependant content    Leading cont...
Contents      Integrating web sites      Examples      The Future of Mobile      About Incentivated      Appendix: App or ...
Incentivated - Mobile Specialists• Technologies                           • Needs  5 mobile formats                       ...
Incentivated – How we work with clientsEngagement is spread across three levels CLIENTS Global acquisition, retention (CRM...
Incentivated – mobile web tools                                  Copyright Incentivated Limited 2011
Contents      Integrating web sites      Examples      The Future of Mobile      About Incentivated      Appendix: App or ...
Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people                                  Mobile ...
Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people                                         ...
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Jonathan Bass - Incentivated

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Jonathan Bass - Incentivated

  1. 1. Integrating your mobile site (and app) with desktop CMS Jonathan Bass 15th March, 2011Copyright Incentivated Limited 2011
  2. 2. Well done #1• A larger proportion of UK retailers have a mobile optimised website (accessible from their www domain) than UK mobile agencies/suppliers do Copyright Incentivated Limited 2011
  3. 3. Well done #2• 32% of UK shoppers have Mobile internet access amongst all phone subscribers in the UK (Adults 13+ for the 3 months ended Dec 10) visited a retailer’s site on their mobile This has increased by half in the last year 67% of these have done this in- store• Another third say they plan to Either these are feature-phone users or everyone will soon have a smartphone The last third say they won’t, but this is falling Source: ComScore. Copyright Incentivated Limited 2011
  4. 4. mCommerce growthRetail transactions through phones becoming more important fast Source: comScore Copyright Incentivated Limited 2011
  5. 5. Well done #3• Sunday December 26th was the busiest day for mobile activity as shoppers turned to their phones to check store locations, compare prices, and complete purchases in order to take advantage of Boxing Day sales. Copyright Incentivated Limited 2011
  6. 6. State of the Nation• Over the last 12 months brands have started to offer what consumers were happy to do all the time• With many sites looking the same, the opportunity now exists to: improve the UX/UI and so differentiate the offering offer implicit and explicit personalisation i.e. join up the web and mobile sites deliver e-commerce best practice. Copyright Incentivated Limited 2011
  7. 7. ‘Cookie cutter’ or bespoke approach? Copyright Incentivated Limited 2011
  8. 8. Contents Integrating web sites The Future of Mobile Examples About Incentivated Appendix: App or site? Copyright Incentivated Limited 2011
  9. 9. Information ArchitectureProduct Category Hierarchy Campaign • Ability to manage all Site product centrally Master • Taxonomy to be shared Category Primary across multiple sites Structure Site • Segmented deployment to campaign sites Mobile Site Copyright Incentivated Limited 2011
  10. 10. Enterprise Content Management Master Head Office Content Created Content Translation English German French Italian Layer UK UK UK CampaignsWebsite Mobile site Mobile App Social Email/SMS Channel Content Copyright Incentivated Limited 2011
  11. 11. Enterprise CMSIf the e-commerce systems is multi-national then so should mobile be• The Master Content layer is where the content is created by a central office. This content is then automatically ‘inherited’ down the ‘blueprint’ structure.• Content can then be localised at any lower level with workflow added to provide an approval mechanism for the change• The translation layer can be combined with a translation memory solution and workflow to automate the translation process.• The multi-channel management on the bottom layer can be implemented for ANY client wishing to create content once but publish to multiple channels. Copyright Incentivated Limited 2011
  12. 12. eCommerce CMS with mobile support?Few if any provide genuine mobile delivery• Multiple presentation layers required• Accurate handset detection and complete capabilities database• Genuine uniqueness Half to three quarters of UUs missed by GA• Support for apps Copyright Incentivated Limited 2011
  13. 13. Integration options(i) Back office Commerce Retailer Systems Network Mobile Environment Channels Product Internet Data Information 3rd Party Ecommerce Encryption Protocols / Wireless Security eCommerce Wired Network / WIFI / 3G / GPRS Website Secure Transfer Protocol / Firewall PlatformTransactions Database Promotions Customer Database Product Database Redirect to Mobile Site Loyalty Programs Incentivated Incentivated Mobile Data Stock/Order Content Repurposed Designed for Mobile Capability Detection Management Order Management Location Detection Mobile CMS Payment Customer Management Databases Application Servers Copyright Incentivated Limited 2011
  14. 14. Option 1• Diagram shows supplier’s platform integrated directly with client’s back office system. Doesn’t display the complete set of modules.• The integration route could be as simple as integrating with one consolidated data source the client has put in place. More likely take advantage of multiple existing data-feeds• The supplier platform will offer content repurposing, reporting etc.• If the client ever wanted to change their eCommerce platform, they can without impacting their mCommerce site.• Disadvantages would be: For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the back office platform, There will be two commerce platforms to monitor, Two lots of statistical web reporting. Copyright Incentivated Limited 2011
  15. 15. Integration option(ii) eCommerce platform Retailer Systems Commerce Channels Network Mobile Environment Product Internet DataInformation Ecommerce Encryption Protocols / Wireless Security 3rd Party Website Secure Transfer Protocol / Firewall Wired Network / WIFI / 3G / GPRS eCommerce IncentivatedPromotions Platform Redirect to Mobile Site Loyalty Programs Order Management Incentivated Micro Payment Mobile Data Transactions Database Mobile CMSStock/Order Customer Database Product Database Content Repurposed Designed for Mobile Capability DetectionManagement Location Detection CustomerManagementApplication Servers Copyright Incentivated Limited 2011
  16. 16. Option 2• Diagram shows supplier’s platform integrated directly with client’s eCommerce platform.• Benefits are, the same administration tool used for the eCommerce platform can be used for the mobile site.• Supplier does not need to know how the client’s back office platform works or have access to it.• Disadvantages would be: It will require a lot more work to integrate with an existing eCommerce platform successfully Most eCommerce platforms are proprietary applications and not all offer integration options For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the eCommerce platform Copyright Incentivated Limited 2011
  17. 17. Web request from user Supplier Hosted Solution Alterian Immediacy Incentivated services Web services communication (via public internet) PCD HTTP 302 Get device Browser identification redirect Cached lookup(transparent for user) Mobile Y Redirect user device? (API) Select desktop N template Redirected Serve user request desktop page Third Party Content Mobile templates Existing capabilities Requirements for Content Data Serve project Mobile Site Third Party content Incentivated Third Party content providers Third Party contentproduce for project XML Data Feed Copyright Incentivated Limited 2011
  18. 18. Web request from user Client Hosted Solution Alterian Immediacy Incentivated services Web services communication (via public internet) PCD Get device Third Party content identification Third Party content providersThird Party content N Mobile Select desktop device? template (PCDLite) Serve Y desktop page Third Content Select mobile Identify phone template capabilities Mobile templates Existing Select assets capabilities Repurpose assets (CMSi) Requirements for Serve RBKC portal mobile page Incentivatedproduce for project Copyright Incentivated Limited 2011
  19. 19. Other considerations• Genuine uniqueness Explicit personalisation Implicit personalisation• Deep-link mapping from desktop to mobile site• Click-through from SMS using unique trackable link Copyright Incentivated Limited 2011
  20. 20. Contents Integrating web sites The Future of Mobile Examples About Incentivated Appendix: App or site? Copyright Incentivated Limited 2011
  21. 21. M&F-Commerce?• 20% of all display advertising to be on Facebook by 2015, versus 2.7% today? Source of forecast: Otkritie• What happens when FBML goes mobile?• And dynamic FBML? Copyright Incentivated Limited 2011
  22. 22. M&F-Commerce? Copyright Incentivated Limited 2011
  23. 23. HTML 5The future of web (and web-app) design?• Next major revision of HTML standard• Includes ground-breaking technology to improve user experience Form field attributes Location Based Detection Offline caching Dynamic drawing• HTML5 is an extension to XHTML: any site developed in HTML5 will be backwards compatible with XHTML browsers. Copyright Incentivated Limited 2011
  24. 24. Closing thought• At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online. There are currently 400 million people with smartphones … Copyright Incentivated Limited 2011
  25. 25. Thank You Jonathan Bass Managing Director jonathanb@incentivated.com Incentivated 23 Curtain Road London EC2A 3LT Tel: 0845 130 3985(No code reader? Text CODE to62233 for a link to a readerappropriate for your phone) Copyright Incentivated Limited 2011
  26. 26. Contents Integrating web sites The Future of Mobile Examples About Incentivated Appendix: App or site? Copyright Incentivated Limited 2011
  27. 27. Copyright Incentivated Limited 2011
  28. 28. Copyright Incentivated Limited 2011
  29. 29. Customer journey – handset specific Copyright Incentivated Limited 2011
  30. 30. Smart Phone Home Page Navigation – ‘Bread Crumbs’Location dependant content Leading content Promoting Maps SearchTime/promo specific content Leading content Navigation - Menu Copyright Incentivated Limited 2011
  31. 31. Feature Phone Home Page Navigation – ‘Bread Crumbs’Location dependant content Leading content Promoting Maps SearchTime/promo specific content Leading content Copyright Incentivated Limited 2011
  32. 32. Contents Integrating web sites Examples The Future of Mobile About Incentivated Appendix: App or site? Copyright Incentivated Limited 2011
  33. 33. Incentivated - Mobile Specialists• Technologies • Needs 5 mobile formats 3 key areas of client activity Enterprise Messaging (SMS, MMS etc) Acquisition Mobile Internet After Sales / CRM Apps mCommerce Short codes and QR codes Location marketing• Services 2 consultancy offerings Creative Strategy Copyright Incentivated Limited 2011
  34. 34. Incentivated – How we work with clientsEngagement is spread across three levels CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services Campaign strategy and execution Marketing, Creative & Design, build & hosting of mobile internet sites* Advertising Agency Mobile advertising planning & buying Consulting, insight & post campaign analysis Mobile and email marketing Mobile Marketing, Internet Mobile internet site publisher & mCommerce Platform mCommerce suite Self-serve functionality (“SaaS”) SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes Messaging Gateway & Mobile content management system (CMS)** Software Company Systems integration and various APIs Development of both handset & server-side apps *Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database Copyright Incentivated Limited 2011
  35. 35. Incentivated – mobile web tools Copyright Incentivated Limited 2011
  36. 36. Contents Integrating web sites Examples The Future of Mobile About Incentivated Appendix: App or site? Copyright Incentivated Limited 2011
  37. 37. Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people Mobile Mobile Web Cross-Platform App Applications SiteOnline content Y Y YOffline content Y Y (HTML 5 data store) YAudio / Video Y Y YInteractive graphics Y Limited YInstall on ‘home screen’ Y Y (iPhone) YMulti-platform Build for each device Y YSingle entry-point (URL) Requires install step Y Requires install stepLocation Services (GPS) Y Y YNotifications Y N YDevelopment costs Once per OS Once OnceMaintenance costs Repeated per OS Once OnceApp store required (cost) Y N Y Copyright Incentivated Limited 2011
  38. 38. Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people Copyright Incentivated Limited 2011

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