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Presentation slides given at Internet World, 2011

Presentation slides given at Internet World, 2011

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Idm at iw incentivated edit 18 5-11 Idm at iw incentivated edit 18 5-11 Presentation Transcript

  • Mobile internet: building the best sites for mobile Jason Cross 12 th May, 2011
  • Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
  • “ Over time we’ll make more money from mobile than internet…and make more money from mobile advertising than internet advertising” Eric Schmidt : Google “ Apple is a mobile company, desktops will go” Steve Jobs : Apple Why mobile matters
    • 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
    • Internet retailers can now consider complete mobile integration
    State of the Nation
    • People do it
      • 51% of the UK engages in mCommerce
    • People like it
      • 42% say they use their mobile because it is the easiest way to research/buy
    • M-Commerce will continue to grow
      • 49% of non M-Commerce users say they will purchase in the future
      • Smartphone users are 63% more likely to engage in mCommerce
      • only 9% mention security issues
    Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1039) State of the Nation
  • of adults with phones have ever used their mobile to purchase a service/product via credit card / direct debit / Paypal Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1039) 27% State of the Nation
    • More than 30% of UK shoppers have visited a retailers website on their mobile
    • 67% of these have done so in the retailer’s store
    • more than 25% look at competitor websites to compare prices and offerings when in rival stores
    Source: www.foreseeresults.com Sales shifting to mobile
  • 38% of UK consumers have tried to shop online from their mobile phones
    • But 28% of those who have tried find it a difficult way to shop.
    • Despite the popularity of apps, just 15% feel a specific commerce applications would entice them to shop
    • The survey shows use of mCommerce would increase if retailers offered customers more personal, optimised experiences to suit changing lifestyles and tastes.
    Barriers
    • Of those that have
      • 41% admit their website has a reduced appearance
      • 36% offer reduced functionality
    • The survey ( from 1&1 Internet) also finds that 65% of firms have not optimised their websites for mobile usage and have no plans to do so
    Half of UK firms fail to check their own website on mobile devices Does your site work?
  • AM
    • News/weather (29%), and traffic/travel (13%)
    • First choice (34%)
    Breakfast Slot
    • Finance/banking (20%)
    • First choice (29%)
    Morning Rush Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
  • PM
    • Careers (10%), search (19%), and news/weather (23%)
    • Only way to access (19%), private (17%)
    Lunch Break
    • entertainment (26%), games (25%), sport (20%) and shopping (18%)
    • Instead of PC (21%), time saving (27%)
    Feet Up
    • Social media (41%), music/radio (17%)
    • Bored (32%), time saving (25%)
    Me time Out & About
    • maps (13%), directories/classifieds (12%) and search (20%)
    • Prompted by other media (13%)
    Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
  • Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
  • Although apps are ‘cool’, mobile sites reach more people Mobile app or mobile web?
  • Mobile app or mobile web? Mobile Applications Mobile Web Site Cross-Platform App Online content Y Y Y Offline content Y Y (HTML 5 data store) Y Audio / Video Y Y Y Interactive graphics Y Limited Y Install on ‘home screen’ Y Y (iPhone) Y Multi-platform Build for each device Y Y Single entry-point (URL) Requires install step Y Requires install step Location Services (GPS) Y Y Y Notifications Y N Y Development costs Once per OS Once Once Maintenance costs Repeated per OS Once Once App store required (cost) Y N Y
  • Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) 44% of mobile internet users blame brands for a bad mobile experience Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame? Reason for bad mobile experience? 44% 34% 29% Brand (site) The Phone Network Provider The User 5% Mobile internet experience
  • Source: Incentivated Delivering the right content to each handset
  • * Source: Incentivated ‘PCD Lite’ web services API
    • Import a few simple lines of code into your website to identify user profile
    • giving access to the numerous properties and features of each handset
    • One URL serves web and mobile traffic
    Site type Stand alone? Transcoded? Made for mobile run from same CMS? Step 1 – identify and redirect*
  • Automatic redirect (direct.gov.uk web to WAP) Redirect to mobile site
  • Automatic redirect (iabuk.net to mobile) Redirect to mobile site
    • Cross reference user profile against database of 5,000 + handsets
    • Variables include screen size & resolution, audio download
    • Updated dynamically
    * Source: Incentivated ‘Phone Capabilities Database ’ Step 2 – check handset capabilities*
  • Normal portrait 176x220 Landscape 208x104 Original image 1600x1200
    • Decide which assets to display or hide
    • Repurpose pictures, videos, ringtones in realtime
    • (e.g. GIFs resized: break down frame by frame and recompile for each handset type)
    * Source: Incentivated ‘CMSi’ web services API Step 3 – repurpose content*
  • Content Management: CMSi optimises, stores and delivers content relevant to every handset Handset Database: Our handset database contains important information on screen size and capability of over 2000 mobile phones Reporting: Clients are able to view reports on what has been browsed and downloaded Optimise content for every handset
  • Step 4 – design & build
  • ‘Cookie cutter’ or bespoke approach to a site?
  • ‘ Cookie cutter’ or bespoke approach to a site?
  • Banner (on- and off-portal) SMS Bluetooth Sponsored messages Search QR codes Twitter Step 5 – drive traffic
  • Press ads Website DM Social media Email Mobile banner ads Mobile loyalty service Integrated thinking
  • Promote your site/ service
      • Page impressions
      • Unique users
      • Handset used
      • Referrer (media owner which served the banner ad as well as their referring server)
      • Click-through from SMS
      • Session summary i.e. path through the site and dwell time
      • Content downloads
      • Data capture
      • Mobile advertising analytics
    Step 6 - measure
  • (i) iPhone ‘hits’ as index of all Smart Phones (ii) Indexed ‘hits’ by typical handset (last 12 mths) (iii) Global ‘hits’ by hour of day (last mth) (iv) Global ‘hits’ by day (last year) Excitement of launch ‘ Normal’ levels Nokia N73 All iPhones All BlackBerrys (1x model) (2x models) (4x models) Nokia N73 iPhone All Reporting: mobile internet traffic
  • Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
    • The person browsing the website has been to the site before.
    • They have previously provided feedback that they are interested in.
    ‘ Explicit’ personalisation Logo Menu item 1 Menu item 2 Personalised banner Promoting something they are Interested in Welcome back: FRED SMITH When you were last here, you looked at The following products Product 1 Product 2 Product 3
    • Based on past behaviour, we know what the person is interested in.
    • This can be derived from the categories and products they have previously looked at or the keyword they searched for in a search engine to get to the mobile site
    ‘ Implicit’ personalisation Logo Menu item 1 Menu item 2 Personalised banner Based on the search engine keyword You recently looked at XXX Here are some more products you might Be interested in Product 1 Product 2 Product 3
  • Logo Menu item 1 Menu item 2 Personalised banner Based on their location You are near: XXX Our nearest store is XX m away Get directions Menu item 3 Menu item 4
    • Based on their location, we can add promotion based adverts or advise them where their local store is.
    Location Aware
    • Based on the time of day, a person may be interested in different things.
    • During the weekday they are at work. During the evenings they could be out or watching TV.
    Time aware Logo Menu item 1 Menu item 2 Personalised banner Based on the time of day It is 11:00am On TV later is XXX
    • Based on the time of day, a person could be interested in different things in their area.
    • In the morning, they would want to read a newspaper or know where to buy a coffee.
    • In the afternoon it could be where to buy lunch or go shopping and in the evening it could be best restaurants
    Location and time aware Logo Menu item 1 Menu item 2 Time based banner It is 12:00 and you are near XXX Favourite places for lunch are: XXX XXX Good shopping places are: XXX XXX
  • Generic landing page Data capture form (Name, Email, Phone #, ZIP) Link to Ts+Cs Customer receives SMS, clicks on URL Video Gallery Photo Gallery Audio Gallery Customer sees CTA and texts in to shortcode Generic Home page - unlocked access to all new XJ material To maximise interaction within sites, nothing is more than 3 clicks away Ts+Cs page E-Brochure delivered to collected email address Incentivated ‘sniff’s’ handset type and delivers WAP, iPhone or Android site Incomplete or invalid details page Prospect’s contact details forwarded to client FMN dealer page FMN dealer results page E-brochure order page E-brochure confirm page * Phones that do not support ‘spin around’ will be served an animated GIF SPLASH: Interactive 360 ° XJ spin (iPhone & Android only)* The customer journey – an example site
    • Ability to manage all product centrally
    • Taxonomy to be shared across multiple sites
    • Segmented deployment to campaign sites
    Product Category Hierarchy Master Category Structure Campaign Site Primary Site Mobile Site Information architecture
  • Master Content English German French UK Website UK Mobile site UK Mobile App Campaigns Social Email/SMS Head Office Created Content Translation Layer Channel Content Italian Enterprise content management
    • 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.
    If the e-commerce systems is multi-national then so should mobile be Enterprise CMS
    • Multiple presentation layers required
    • Accurate handset detection and complete capabilities database
    • Genuine uniqueness
      • Half to three quarters of UUs missed by Google Analytics
    • Support for apps
    Few if any provide genuine mobile delivery eCommerce CMS with mobile support?
  • Customer Database Retailer Systems Databases Product Database Transactions Database Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels 3 rd Party eCommerce Platform Incentivated Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site (i) Back office Integration options
    • 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.
    Option 1
  • (ii) eCommerce platform Retailer Systems Product Information Promotions Loyalty Programs Stock/Order Management Customer Management Application Servers Mobile Data Internet Data Secure Transfer Protocol / Firewall Commerce Channels Incentivated Micro Payment Order Management Mobile CMS Network Wired Network / WIFI / 3G / GPRS Encryption Protocols / Wireless Security Mobile Environment Ecommerce Website Incentivated Capability Detection Content Repurposed Designed for Mobile Location Detection Redirect to Mobile Site Customer Database Product Database Transactions Database 3 rd Party eCommerce Platform Integration option
    • 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
    Option 2
  • Tips – for optimum user experience
    • 1 URL, 1 set of content, at 3-7 presentations layers*
    • Navigation - ‘back’ and ‘home’ links; three click rule.
    • Traffic drivers – SMS, QR, ads, social media, search
    *Up to 20 presentation layers for best practice
  • Getting started - summary
    • Site type - static mobile ‘brochure’, data capture, transactional?
    • Site build –
      • Stand alone (IAB, Jaguar)
      • Transcoded (M&S)
      • or run from same CMS (RBKC)
    • Updates – CSV, XML, (s)FTP, RSS feed?
    • Outsource?
      • Detection & redirection, handset capabilities, repurpose content, design & build, hosting, drive traffic, measure
    • Build in-house?
      • Import tools that your techies can incorporate in your own code
      • (e.g. handset detection/URL re-direct, content management / optimisation, UU identification)
    • Repurpose existing assets, don’t create new
    • Deep-link mapping from desktop to mobile site
    • Integration
    • Promote your site/app
    • Click-through from SMS using unique trackable link
    Other considerations
  • 2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The campaign reached out to those who signed up for picture (MMS) messages and text (SMS) alerts with offers, deals, promotions and news about M&S. This enabled M&S to engage with their customers through mobile directly and use it to complement existing DM and email contact strategies. The ongoing campaign has recruited more than 700,000 opt-in customers to the mobile database with a minimal opt-out rate. Click-through from SMS & MMS
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
  •  
  •  
  • Example: Royal Borough of Kensington & Chelsea
  • RBKC: Objectives
    • New website being created (in-house) ahead of influx of visitors for 2012 (Golden Jubilee & Olympics)
    • Includes new maps which have been commissioned
    • Require mobile access to this site
      • Recognition that visitors more ‘in need’ when out and about than in hotel/ at home
      • Lack in-house expertise to create
      • Only want to write once – publish everywhere
      • Invested in CMS – don’t want to buy/use/learn another for mobile
  • Smart Phone Home Page Leading content Navigation - Menu Navigation – ‘Bread Crumbs’ Location dependant content Time/promo specific content Leading content Promoting Maps Search
  • Feature Phone Home Page Leading content Navigation – ‘Bread Crumbs’ Location dependant content Time/promo specific content Leading content Promoting Maps Search
  • Other Examples
    • Enterprise Messaging – British Airways
    • Location Based Services – Levonelle & Mothercare
    • Application – Waitrose Christmas & King of Shaves
    • QR Codes – lots of examples..
    • CRM - Strongbow
  •  
  •  
  •  
  • King of Shaves – mCommerce app Home Page Payment options Delivery details m-Video
  • QR codes go mainstream
  •  
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends In Summary
    • 52 mobile operators, serving over 1.7 billion subscribers, support the Pay-Buy-Mobile (“PBM”) project worldwide
    • PBM allows mobile phone to be used at point of sale to purchase goods and services
    • Near Field Communication (“NFC”) chip installed on the phone allows credit card (stored securely within the mobile’s SIM) to be ‘swiped’. The customer confirms their transaction by inputting PIN at POS
    • More than one credit or debit card can be stored in the same SIM
    • Data transfer uses the same secure process as for credit or debit card transactions
    Mobile wallet – cash & credit Pay-buy-mobile
    • Visa are trialling cashless payment on New York public transport
    • Users install a visa smart chip in to their smartphone and log in to the Visa app when travelling
    • When they travel swipe the phone over a receiver to pay for their travel on New York transport
    Google adding NFC chips to new phones Barclaycard trialling NFC card payments in UK Payment: Visa (NFC)
    • The airline industry is the most advanced user of mobile barcodes in the Western hemisphere
    • Travellers download an Aztec or Data Matrix 2D barcode boarding pass to their phone
    • Both MMS and Mobile Internet are used
    Mobile ticketing
  • Cross-platform Apps
    • Many mobile OSs available
      • Apple iOS, Android, Windows Mobile 7
      • Symbian, webOS, Blackberry
      • Soon also MeeGo (Nokia), Playbook (RIM)
    • Traditional applications require development for each operating system.
    • Incentivated cross-platform applications can
      • Create once, run anywhere
      • Use a consistent, interactive interface
      • Use features of the phone such as Camera, Accelerometer, Compass, GPS, etc
    Mobile devices and applications are becoming fragmented
    • Types of code
      • Commercial – Microsoft tag, Scan Life EZcode
      • Open Standards – QR, Data Matrix
      • Email / MMS an image – SnapTag, Image Recognition
    • Applications
      • OOH advertising links to mobile site
      • Couponing / ticketing
      • Product on-pack information
      • Games & instant win promotions
      • In-store and OOH purchases
      • Augmented reality
    Phone interaction with tags on everyday objects 2D barcodes Microsoft Tag QR Code Data Matrix SnapTag
  • HTML 5
    • 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.
    The future of web (and web-app) design?
  • Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends In summary
    • Mobile is a ‘hot topic’ for retailers
    • Customers are using mobile – whether you are set up to provide the experience you want them to have or not
    • mCommerce should be treated as part of the wider brand experience
      • Including acquisition and after sales support/CRM
    • Integrated solution reduces demands on content editors
      • create once, publish to multiple sites
    • Mobile allows segmentation, profiling, personalisation
    • Use a mobile specialist; avoid having to re-do the basics
    • Keep an eye on developments; it’s a fast-moving landscape at the moment
    In summary
    • At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online...
    400m People with smartphones in the world today plus 4 billion feature-phones For a copy of our mCommerce white paper, please contact us Closing thought
  • (No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Any Questions? Jason Cross Marketing Director [email_address] @jcmobile10 Incentivated 23 Curtain Road London EC2A 3LT Tel: 020 7392 2323