Be Smart be Mobile By @georgeioannou Head of Agency
Being mobile • Today Mobile is obviously far more than phone calls and SMS. • It’s about being connected with: – WHATEVER you want, – WHEN you want, – and HOW you want • If you get those three factors right then you’re on your way to happy users.
We are going to cover: • Pros and Cons of mCommerce and Apps • Outline Mobile Strategies • Some Industry Examples
Interes6ngly enough… “Smartphones penetration stands at 51% in the UK”Source:
Interes6ngly enough… • 23% of brands, agencies and technology providers indicate that mobile marketing will be a significant focus for their businesses going forward.• More than half (57%) of companies indicated that mobile applications rank highly on their priority list. – QR codes represent the second most popular mobile technology, with just under half of companies (48%) saying they intend to invest here in 2012. – Around a third of companies surveyed plan to invest in mobile commerce (34%), mobile advertising (31%) and mobile-optimised emails (31%).Source:
Main types technology decisions • NaJve apps • Hybrid apps • mCommerce – Dedicated web app – Generic mobile app
Na6ve apps• Coded with a speciﬁc programming language (ObjecJveC for iOS, Java for Android). • These mobile applicaJons are fast, reliable, and powerful but are Jed to a mobile plaRorm. • That means you must duplicate them using the appropriate programming language in order to target another mobile plaRorm. • Nearly all games are naJve apps.
Hybrid Apps• Hybrid apps, which rely on development frameworks like Sencha, PhoneGap, Titanium • These mobile apps oﬀer a very interesJng compromise because they ensure cross‐plaRorm compaJbility and can access the phone’s hardware (camera, GPS, user’s contacts).
Dedicated Web App• Dedicated web app which is a mobile web site tailored to a speciﬁc plaRorm or form factor • Run in the phone’s browser • Like the LinkedIn web app which was designed for Android and iOS, but not for other smartphones or feature phones.
Generic Web App• Generic mobile app, which are mobile web sites designed to match every web‐enabled phone, like the Wikipedia mobile page. • Again runs in the phone’s browser • Here you’re able to look at Responsive and adapJve design where the interface adapts as it’s scaled down.
Mobile app pros & consPros Cons User Experience Download needed Hardware Features Development Time Usage / Loyalty Market share Oﬀ‐line usage Approval Process
Mobile web pros & consPros Cons Less resource needed Limited FuncJonality Accessible to all User Experience (someJmes) Easily updateable No Oﬄine Capability Works oﬀ your main ecommerce Site Can be slower
mCommerce broken down• Mobile e-commerce• TransacJng with an eCommerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, and the majority of mobile commerce “apps.”• Mobile payment• Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal • Mobile commerce (in-store)• The ability to purchase physical goods in the store via an app that interacts with the store’s point‐of‐sale system (and bypass the checkout process). Examples include Starbucks Card Mobile app
Another two elements to thinkabout - Convergence• Shoppers are mobile they want to shop smarter, faster and more eﬃciently. • Mobile and physical store locaJons via retailer‐centric mobile apps are the future. • Retailers who fail to do this will watch the thousands of shopping, comparison and purchasing apps available to shoppers remove them from the customer engagement cycle. • This isn’t about simple check‐ins, games or QR codes. This is about creaJng an experience (and app) that provides real value to the shopper. • Provide an app that saves Jme and money while providing a truly unique and personalized experience with your store. • An app that is integrated to the physical store’s systems to provide for a seamless shopping and buying experience. That is what convergence looks like, and it’s becoming a reality for the retailers that understand its value and importance to the shopper and the future of their business.
Mobile strategy – mCommerce Mobile Create a User Leave it Only Hybrid / agent Pages CSS detecJon
Mobile strategy – mCommerce• 1. Leave it(Transcoding) – Always an opJon, and a good choice if your site already renders well on mobile phones. – Test your site using the “Big 3₺ engines – Google, Yahoo and MSN, and on diﬀerent smartphones (older phones vs. newer phones, etc). – “If it’s reasonably legible, it’s probably not worth the extra eﬀort.” You can 301 (permanent) redirect your .mobi domain (if you have one) in this case. – Pros: Faster and cheaper. – Cons: Transcoding only works when your site is accessed through search. If someone clicks on a link through email, for example, the user experience may not be as good. Plus, URLs get messed up by transcoding so it’s harder for users to bookmark your URLs and you won’t get backlink credit. • 2. Create Mobile‐Only Pages – Design mobile‐speciﬁc that are narrower, have less funcJonality, simpler navigaJon and smaller images. – Redirect visitors to the mobile version based on device detecJon. – Requires a subdomain like m.site.com or site.mobi. – Pros: AdjusJng code that you already have live.. – Cons: Double the maintenance – an update on your .com requires an update on your m.site.com or site.mobi (whatever you’re using). Some cases duplicate the ecommerce plaRorms. • 3. Create a Mobile/TradiJonal Hybrid – Use your exisJng content, but create a CSS version for mobile (or mulJple CSS designs for diﬀerent mobile browsers). – Pros: Simply add another style sheet. No duplicate content problem because it’s just rendered diﬀerently as the browser pulls the sheet automaJcally. – Cons: No guarantee the browser will pull the right style sheet. And lots of work if you’re not already using CSS. • 4. Use Dynamic Mobile Pages – Combine your content database with user agent (desktop vs. mobile) detecJon to transcode the site on‐the‐ﬂy. You can target devices based on make, model and operaJng system. – Pros: Best opJon if you want to oﬀer the best user experience and leverage your SEO eﬀorts. – Cons: Expensive, requires custom coding. Also a short term soluJon since you need to re‐do it with every new solware release and new make/models of devices. More diﬃcult to implement.
Mobile strategy – Apps• Look at your customer base• Think customer centric• Try to develop hybrid apps to start• Launch in stages• Get advice – Which is best? – Ensure it meets guidelines – Think which areas may be able to be pulled into using html/code which are in built.
Trends• It’s not an ‘either / or’ choice• Web apps are picking up steam• User sessions tend to be longer over native applications.• Avoid go-to-market delays develop HTML5.
Trends• Many companies are sJll failing to recognise that customers are not using these channels in a mutually exclusive manner • It’s not an ‘either / or’ choice • Heavy app users are also the most frequent mobile internet users). • Web apps are picking up steam in adopJon, driven by the desire for immediacy • This is due to the user experience being bener. • With restricJons and control especially from apple, you can bypass the delays by developing in HTML 5 there are obviously restricJons, and in cases this wont be an opJon
Ocado• Allows you to place orders directly from your iPhone.• It downloads the entire supermarket to the device, enabling users to build a shopping list even when theyre not in range of a wireless network.• Place a new order, add items to an existing order, or even finish off an order you half-started on another computer.• Elegant, easy to use, and much more fun than schlepping round the supermarket.
NET-A-PORTER• The worlds leading online fashion retailer is now available on your iPhone. • Browse the latest collecJons, take a closer look at hot new designs. • read the latest industry news. • build wish‐lists of your favourite ouRits • and make purchases on the go.
Flipboard• Although not mCommerce lots can be learnt • It’s a beauJful interface with what is essenJally RSS feeds and API’s • Ecommerce browsing could infact take a leaf from it’s book, especially in the luxury retail areas to mimic magazine layouts etc.
Blackline.tv• Magazine which has a beauJful interface similar to a magazine. • What’s nice about this is it’s built in html 5 and completely acts like an app. • But no approval needed etc.. But shows you to add it as a home screen bookmark.
Westfield• Available for iPhone. • Enhanced shopping experience at one of the WesRield Mall shopping centers. • InteracJve mall map with every retailer’s website, • map locaJon and phone number. • Save your parking locaJon with a text or voice note. • Create a shopping list. • See what movies are playing and check show Jmes. • Oﬀers addiJonal mall informaJon, such as mall‐walker distances.
Home Depot• Available for Android, iPhone. • Scan a product’s QR or UPC code and obtain product informaJon and user reviews. • Share the item on Twiner, Facebook, email • save it for later in My List. • Check available inventory at your store, or nearby store. • The app also features a store locator, in‐store map of the store where you’re shopping, • buy and send e‐gil cards, feedback form, and access to hundreds of do‐it‐yourself project videos.
Where it’s heading…• Next-level apps will communicate with other apps via open APIs and interact with other devices.• NFC technology• True cross channel strategies• Improved Analytics and Metrics capabilities
Some points to remember• Look at your data, understand it and give users what they want• Test mCommerce as well as you desktop versions• You don’t have to pick one direction, a strategy may incorporate a number of these solutions.• Be Creative!
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