why mobileGlobal Mobile vs. Desktop Internet User Distribution 5) [User m] web Mobile browsing projected to outstrip desktop by 2014! Source: Morgan Stanley Research, April 2010 High speed mobile networks and an increased distribution of mobile data-flat rates
advertising why mobileIn his Mobile World Congress keynote address,former Google CEO Eric Schmidt describes themobile ecosystem as a confluence of computingpower, connectivity and cloud computing, andproclaims a new focus for the industry:“putting mobile first”Eric Schimdt, outgoing CEO Google at the WorldMobile Congress 2011
UK penetration of mCommerce Mobile Media •Downloaded and used a mobile app 45,000,000 mobile •Downloaded a ringtone, music track. phone users aged 18+ •Used social media in UK •Accessed the internet/any website •Purchased a product or a service 26,545,00 mobile media users (59%) M-Commerce •Used mobile for research for purchasing 22,950,000 use •Used mobile for enhancing a purchasing M-Commerce experience (51%) •Paid for something on mobile straight to bill •Paid for something on mobile via card/bank/PayPalSource: IAB Consumer M-Commerce Study October 2010, Comscore August 2010Base – All mobile users (1039)
mobile as a percentage of E-Commerce 6.3m people 30.2m people visited visited commerce commerce sites on the sites on the fixed line internet in mobile December 2010 internet in December 2010 Mobile makes up 17% of the total UK E-Commerce audience (duplicated)Source: ComScore
latest industry data•Ebay saw £2.1 million spent on its UKmobile site on 12th December 2010•Clothing and accessories represented13.8% of that total•ASOS generated £1 million of sales on itsmobile site in December 2010Source: NMA 21/1/20211 Ebay
the challengeThe mobile market is fragmented andconstantly evolving… Hi Paul, Vielen Dank für die 1983 2000 2007 2010
one scalable solution delivering a premium user experienceMOBILE INTERNET
CosmosDirekt case studyCosmosDirekt is one of Germany’s largestinsurersThey offer a full suite of financial servicesincluding banking, pensions, travel, car &home insurance.
business case for mobileWeb analytics showed 3% of traffic coming to CosmosDirekt’stravel insurance “quote & buy” website was coming from mobile99% bounce rate from homepage from mobileCosmosDirekt decide to develop a mobile solution to meetcustomer demand
analysis of requirementsHow did CosmosDirekt approach theproject; Competitor analysis Online content 1-2-1 customer assessment research Target market Evaluate behavioral technical analysis infrastructure
developing a mobile strategyThree phased mobile strategyDevelop “quote & buy” Develop a claims mobile site for their Develop “quote & iPhone app to enable buy” mobile sites for travel insurance customers to log & product to enable other insurance consumers to submit details of a categories & mobile purchase a policy on claim with their banking solution mobile. mobile
full “quote & buy” mobile siteProduct info page Data input Quote T&Cs Payment page
how did we integrate? Dynamic Proxy Transcoding - use website as the content source No internal IT resource requirement Filter relevant content for display on mobile FIT ML PRESENTATION LAYERCONTEXT LAYER
seo, sem, email marketing80% of all traffic from searchSeamless mobile experiences fromsearch results and email campaignsProduct level mobile redirects ensurethat the user is automatically redirectedto the relevant mobile page (rather thanthe standard desktop version)
phase two iPhone applicationCosmosDirekt Help iPhone app developed enabling users to;Log & submit claim details. Users can take photos, voice recordings &mark the GPS location of an accident, then submit with one touchAlso includes emergency numbers & fuel calculator
resultsOver 15,000+ travel policies purchasedsince launch in September 2010Thousands of downloads of iPhoneapp in first month700% increase in mobile web trafficsince launch of mobile siteWork under way to develop “quote &buy” mobile sites for home & carinsurance products
Postbank: full mobile banking siteAccount summary Account balances Make a payment Standing order
Central “pregnancy Info” iPhone appMonitor the stages of pregnancyPregnancy calendar shows appointments and examinationsPictures can be uploaded to a personal logAfter birth, app can be kept as a reminder of pregnancy
ADAC breakdown iPhone appCurrent GPS location transmitted to ADAC automaticallyWhere-am-I function for locating and displaying of the currentposition (independent of accident or breakdown)The accident check list includes valuable tips for the right behavior atthe scene of accident
questions for you...Mobile web will be where you acquire customers in the mobile channelDo you already have mobile traffic & what is the current bounce rate?How can my brand take advantage of the acquisition opportunity?Which product categories are most suited to mobile?How will mobile be best integrated into my multi-channel strategy?
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