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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 adve...
<ul><li>Over the last 12 months brands have started to offer what consumers were happy to do all the time </li></ul><ul><l...
<ul><li>People   do it </li></ul><ul><ul><li>51% of the UK engages in mCommerce </li></ul></ul><ul><li>People   like it </...
of adults with phones have ever used their mobile to purchase a service/product  via credit card / direct debit / Paypal S...
<ul><li>More than 30% of UK shoppers have visited a retailers website on their mobile </li></ul><ul><li>67% of these have ...
38% of UK consumers have tried to shop online from their mobile phones
<ul><li>But 28% of those who have tried find it a difficult way to shop. </li></ul><ul><li>Despite the popularity of apps,...
<ul><li>Of those that have </li></ul><ul><ul><li>41% admit their website has a reduced appearance </li></ul></ul><ul><ul><...
AM <ul><li>News/weather  (29%), and  traffic/travel  (13%) </li></ul><ul><li>First choice  (34%)  </li></ul>Breakfast Slot...
PM <ul><li>Careers  (10%),  search  (19%), and  news/weather  (23%) </li></ul><ul><li>Only way to access  (19%),  private ...
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 ...
Source: Appetite, Yahoo! March 2010 Base: all those who access internet on mobile (n=1,240) 44% of mobile internet users b...
Source: Incentivated Delivering the right content to each handset
* Source: Incentivated ‘PCD Lite’ web services API <ul><li>Import a few simple lines of code into your website to identify...
Automatic redirect (direct.gov.uk web to WAP) Redirect to mobile site
Automatic redirect (iabuk.net to mobile) Redirect to mobile site
<ul><li>Cross reference user profile against database of 5,000 + handsets </li></ul><ul><li>Variables include screen size ...
Normal portrait 176x220 Landscape 208x104 Original image 1600x1200  <ul><li>Decide which assets to display or hide </li></...
Content Management: CMSi optimises, stores and delivers content relevant to every handset Handset Database: Our handset da...
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
<ul><ul><li>Page impressions </li></ul></ul><ul><ul><li>Unique users </li></ul></ul><ul><ul><li>Handset used </li></ul></u...
(i) iPhone ‘hits’ as index of all Smart Phones (ii) Indexed ‘hits’ by typical handset (last 12 mths) (iii) Global ‘hits’ b...
Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
<ul><li>The person browsing the website has been to the site before.  </li></ul><ul><li>They have previously provided feed...
<ul><li>Based on past behaviour, we know what the person is interested in.  </li></ul><ul><li>This can be derived from the...
Logo Menu item 1 Menu item 2 Personalised banner Based on their location You are near:  XXX Our nearest store is XX m away...
<ul><li>Based on the time of day, a person may be interested in different things.  </li></ul><ul><li>During the weekday th...
<ul><li>Based on the time of day, a person could be interested in different things in their area.  </li></ul><ul><li>In th...
Generic landing page Data capture form (Name, Email, Phone #, ZIP) Link to Ts+Cs Customer receives SMS, clicks on URL Vide...
<ul><li>Ability to manage all product centrally </li></ul><ul><li>Taxonomy to be shared across multiple sites </li></ul><u...
Master Content English German French UK Website UK  Mobile site UK  Mobile App Campaigns Social Email/SMS Head Office Crea...
<ul><li>The Master Content layer is where the content is created by a central office.  This content is then automatically ...
<ul><li>Multiple presentation layers required </li></ul><ul><li>Accurate handset detection and complete capabilities datab...
Customer Database Retailer Systems Databases Product Database Transactions Database Product  Information Promotions Loyalt...
<ul><li>Diagram shows supplier’s platform integrated directly with client’s back office system. </li></ul><ul><ul><li>Does...
(ii) eCommerce platform Retailer Systems Product  Information Promotions Loyalty Programs Stock/Order Management Customer ...
<ul><li>Diagram shows supplier’s platform integrated directly with client’s eCommerce platform. </li></ul><ul><li>Benefits...
Tips – for optimum user experience <ul><li>1 URL, 1 set of content, at 3-7 presentations layers* </li></ul><ul><li>Navigat...
Getting started - summary <ul><li>Site type - static mobile ‘brochure’, data capture, transactional? </li></ul><ul><li>Sit...
<ul><li>Deep-link mapping from desktop to mobile site </li></ul><ul><li>Integration </li></ul><ul><li>Promote your site/ap...
2010 WINNER Most Effective Mobile CRM/Enterprise Messaging Campaign The campaign reached out to those who signed up for pi...
Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples  Future Trends Summary
 
 
Example:  Royal Borough of Kensington & Chelsea
RBKC: Objectives <ul><li>New website being created (in-house) ahead of influx of visitors for 2012 (Golden Jubilee & Olymp...
Smart Phone Home Page Leading content Navigation - Menu Navigation – ‘Bread Crumbs’ Location  dependant content   Time/pro...
Feature Phone Home Page Leading content Navigation – ‘Bread Crumbs’ Location  dependant content   Time/promo specific cont...
Other Examples <ul><li>Enterprise Messaging – British Airways </li></ul><ul><li>Location Based Services – Levonelle & Moth...
 
 
 
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
<ul><li>52 mobile operators, serving over 1.7 billion subscribers, support the Pay-Buy-Mobile (“PBM”) project worldwide </...
<ul><li>Visa are trialling cashless payment on New York public transport </li></ul><ul><li>Users install a visa smart chip...
<ul><li>The airline industry is the most advanced user of mobile barcodes in the Western hemisphere </li></ul><ul><li>Trav...
Cross-platform Apps <ul><li>Many mobile OSs available </li></ul><ul><ul><li>Apple iOS, Android, Windows Mobile 7 </li></ul...
<ul><li>Types of code </li></ul><ul><ul><li>Commercial – Microsoft tag, Scan Life EZcode </li></ul></ul><ul><ul><li>Open S...
HTML 5 <ul><li>Next major revision of HTML standard </li></ul><ul><li>Includes ground-breaking technology to improve user ...
Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples  Future Trends In summary
<ul><li>Mobile is a ‘hot topic’ for retailers </li></ul><ul><li>Customers are using mobile – whether you are set up to pro...
<ul><li>At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online... </li></ul>400m People ...
(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone) Any Questions? Jason Cross Marketin...
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Idm at iw incentivated edit 18 5-11

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    1. 1. Mobile internet: building the best sites for mobile Jason Cross 12 th May, 2011
    2. 2. Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
    3. 3. “ 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
    4. 4. <ul><li>Over the last 12 months brands have started to offer what consumers were happy to do all the time </li></ul><ul><li>With many sites looking the same, the opportunity now exists to: </li></ul><ul><ul><li>improve the UX/UI and so differentiate the offering </li></ul></ul><ul><ul><li>offer implicit and explicit personalisation i.e. join up the web and mobile sites </li></ul></ul><ul><ul><li>deliver e-commerce best practice </li></ul></ul><ul><li>Internet retailers can now consider complete mobile integration </li></ul>State of the Nation
    5. 5. <ul><li>People do it </li></ul><ul><ul><li>51% of the UK engages in mCommerce </li></ul></ul><ul><li>People like it </li></ul><ul><ul><li>42% say they use their mobile because it is the easiest way to research/buy </li></ul></ul><ul><li>M-Commerce will continue to grow </li></ul><ul><ul><li>49% of non M-Commerce users say they will purchase in the future </li></ul></ul><ul><ul><li>Smartphone users are 63% more likely to engage in mCommerce </li></ul></ul><ul><ul><li>only 9% mention security issues </li></ul></ul>Source: IAB Consumer M-Commerce Study October 2010 Base: All UK Mobile Users (1039) State of the Nation
    6. 6. 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
    7. 7. <ul><li>More than 30% of UK shoppers have visited a retailers website on their mobile </li></ul><ul><li>67% of these have done so in the retailer’s store </li></ul><ul><li>more than 25% look at competitor websites to compare prices and offerings when in rival stores </li></ul>Source: www.foreseeresults.com Sales shifting to mobile
    8. 8. 38% of UK consumers have tried to shop online from their mobile phones
    9. 9. <ul><li>But 28% of those who have tried find it a difficult way to shop. </li></ul><ul><li>Despite the popularity of apps, just 15% feel a specific commerce applications would entice them to shop </li></ul><ul><li>The survey shows use of mCommerce would increase if retailers offered customers more personal, optimised experiences to suit changing lifestyles and tastes. </li></ul>Barriers
    10. 10. <ul><li>Of those that have </li></ul><ul><ul><li>41% admit their website has a reduced appearance </li></ul></ul><ul><ul><li>36% offer reduced functionality </li></ul></ul><ul><li>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 </li></ul>Half of UK firms fail to check their own website on mobile devices Does your site work?
    11. 11. AM <ul><li>News/weather (29%), and traffic/travel (13%) </li></ul><ul><li>First choice (34%) </li></ul>Breakfast Slot <ul><li>Finance/banking (20%) </li></ul><ul><li>First choice (29%) </li></ul>Morning Rush Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
    12. 12. PM <ul><li>Careers (10%), search (19%), and news/weather (23%) </li></ul><ul><li>Only way to access (19%), private (17%) </li></ul>Lunch Break <ul><li>entertainment (26%), games (25%), sport (20%) and shopping (18%) </li></ul><ul><li>Instead of PC (21%), time saving (27%) </li></ul>Feet Up <ul><li>Social media (41%), music/radio (17%) </li></ul><ul><li>Bored (32%), time saving (25%) </li></ul>Me time Out & About <ul><li>maps (13%), directories/classifieds (12%) and search (20%) </li></ul><ul><li>Prompted by other media (13%) </li></ul>Source: IAB’s Mobile & the Media Day Study, Jan 2011 Base: Average of 500 respondents, over 7 days
    13. 13. Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
    14. 14. Although apps are ‘cool’, mobile sites reach more people Mobile app or mobile web?
    15. 15. 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
    16. 16. 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
    17. 17. Source: Incentivated Delivering the right content to each handset
    18. 18. * Source: Incentivated ‘PCD Lite’ web services API <ul><li>Import a few simple lines of code into your website to identify user profile </li></ul><ul><li>giving access to the numerous properties and features of each handset </li></ul><ul><li>One URL serves web and mobile traffic </li></ul>Site type Stand alone? Transcoded? Made for mobile run from same CMS? Step 1 – identify and redirect*
    19. 19. Automatic redirect (direct.gov.uk web to WAP) Redirect to mobile site
    20. 20. Automatic redirect (iabuk.net to mobile) Redirect to mobile site
    21. 21. <ul><li>Cross reference user profile against database of 5,000 + handsets </li></ul><ul><li>Variables include screen size & resolution, audio download </li></ul><ul><li>Updated dynamically </li></ul>* Source: Incentivated ‘Phone Capabilities Database ’ Step 2 – check handset capabilities*
    22. 22. Normal portrait 176x220 Landscape 208x104 Original image 1600x1200 <ul><li>Decide which assets to display or hide </li></ul><ul><li>Repurpose pictures, videos, ringtones in realtime </li></ul><ul><li>(e.g. GIFs resized: break down frame by frame and recompile for each handset type) </li></ul>* Source: Incentivated ‘CMSi’ web services API Step 3 – repurpose content*
    23. 23. 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
    24. 24. Step 4 – design & build
    25. 25. ‘Cookie cutter’ or bespoke approach to a site?
    26. 26. ‘ Cookie cutter’ or bespoke approach to a site?
    27. 27. Banner (on- and off-portal) SMS Bluetooth Sponsored messages Search QR codes Twitter Step 5 – drive traffic
    28. 28. Press ads Website DM Social media Email Mobile banner ads Mobile loyalty service Integrated thinking
    29. 29. Promote your site/ service
    30. 30. <ul><ul><li>Page impressions </li></ul></ul><ul><ul><li>Unique users </li></ul></ul><ul><ul><li>Handset used </li></ul></ul><ul><ul><li>Referrer (media owner which served the banner ad as well as their referring server) </li></ul></ul><ul><ul><li>Click-through from SMS </li></ul></ul><ul><ul><li>Session summary i.e. path through the site and dwell time </li></ul></ul><ul><ul><li>Content downloads </li></ul></ul><ul><ul><li>Data capture </li></ul></ul><ul><ul><li>Mobile advertising analytics </li></ul></ul>Step 6 - measure
    31. 31. (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
    32. 32. Contents Mobile is a ‘hot topic’ Detecting Mobile Traffic Mobile Site Design Examples Future Trends Summary
    33. 33. <ul><li>The person browsing the website has been to the site before. </li></ul><ul><li>They have previously provided feedback that they are interested in. </li></ul>‘ 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
    34. 34. <ul><li>Based on past behaviour, we know what the person is interested in. </li></ul><ul><li>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 </li></ul>‘ 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
    35. 35. 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 <ul><li>Based on their location, we can add promotion based adverts or advise them where their local store is. </li></ul>Location Aware
    36. 36. <ul><li>Based on the time of day, a person may be interested in different things. </li></ul><ul><li>During the weekday they are at work. During the evenings they could be out or watching TV. </li></ul>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
    37. 37. <ul><li>Based on the time of day, a person could be interested in different things in their area. </li></ul><ul><li>In the morning, they would want to read a newspaper or know where to buy a coffee. </li></ul><ul><li>In the afternoon it could be where to buy lunch or go shopping and in the evening it could be best restaurants </li></ul>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
    38. 38. 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
    39. 39. <ul><li>Ability to manage all product centrally </li></ul><ul><li>Taxonomy to be shared across multiple sites </li></ul><ul><li>Segmented deployment to campaign sites </li></ul>Product Category Hierarchy Master Category Structure Campaign Site Primary Site Mobile Site Information architecture
    40. 40. 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
    41. 41. <ul><li>The Master Content layer is where the content is created by a central office. This content is then automatically ‘inherited’ down the ‘blueprint’ structure. </li></ul><ul><li>Content can then be localised at any lower level with workflow added to provide an approval mechanism for the change </li></ul><ul><li>The translation layer can be combined with a translation memory solution and workflow to automate the translation process. </li></ul><ul><li>The multi-channel management on the bottom layer can be implemented for ANY client wishing to create content once but publish to multiple channels. </li></ul>If the e-commerce systems is multi-national then so should mobile be Enterprise CMS
    42. 42. <ul><li>Multiple presentation layers required </li></ul><ul><li>Accurate handset detection and complete capabilities database </li></ul><ul><li>Genuine uniqueness </li></ul><ul><ul><li>Half to three quarters of UUs missed by Google Analytics </li></ul></ul><ul><li>Support for apps </li></ul>Few if any provide genuine mobile delivery eCommerce CMS with mobile support?
    43. 43. 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
    44. 44. <ul><li>Diagram shows supplier’s platform integrated directly with client’s back office system. </li></ul><ul><ul><li>Doesn’t display the complete set of modules. </li></ul></ul><ul><li>The integration route could be as simple as integrating with one consolidated data source the client has put in place. </li></ul><ul><ul><li>More likely take advantage of multiple existing data-feeds </li></ul></ul><ul><li>The supplier platform will offer content repurposing, reporting etc. </li></ul><ul><li>If the client ever wanted to change their eCommerce platform, they can without impacting their mCommerce site. </li></ul><ul><li>Disadvantages would be: </li></ul><ul><ul><li>For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the back office platform, </li></ul></ul><ul><ul><li>There will be two commerce platforms to monitor, </li></ul></ul><ul><ul><li>Two lots of statistical web reporting. </li></ul></ul>Option 1
    45. 45. (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
    46. 46. <ul><li>Diagram shows supplier’s platform integrated directly with client’s eCommerce platform. </li></ul><ul><li>Benefits are, the same administration tool used for the eCommerce platform can be used for the mobile site. </li></ul><ul><li>Supplier does not need to know how the client’s back office platform works or have access to it. </li></ul><ul><li>Disadvantages would be: </li></ul><ul><ul><li>It will require a lot more work to integrate with an existing eCommerce platform successfully </li></ul></ul><ul><ul><li>Most eCommerce platforms are proprietary applications and not all offer integration options </li></ul></ul><ul><ul><li>For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the eCommerce platform </li></ul></ul>Option 2
    47. 47. Tips – for optimum user experience <ul><li>1 URL, 1 set of content, at 3-7 presentations layers* </li></ul><ul><li>Navigation - ‘back’ and ‘home’ links; three click rule. </li></ul><ul><li>Traffic drivers – SMS, QR, ads, social media, search </li></ul>*Up to 20 presentation layers for best practice
    48. 48. Getting started - summary <ul><li>Site type - static mobile ‘brochure’, data capture, transactional? </li></ul><ul><li>Site build – </li></ul><ul><ul><li>Stand alone (IAB, Jaguar) </li></ul></ul><ul><ul><li>Transcoded (M&S) </li></ul></ul><ul><ul><li>or run from same CMS (RBKC) </li></ul></ul><ul><li>Updates – CSV, XML, (s)FTP, RSS feed? </li></ul><ul><li>Outsource? </li></ul><ul><ul><li>Detection & redirection, handset capabilities, repurpose content, design & build, hosting, drive traffic, measure </li></ul></ul><ul><li>Build in-house? </li></ul><ul><ul><li>Import tools that your techies can incorporate in your own code </li></ul></ul><ul><ul><li>(e.g. handset detection/URL re-direct, content management / optimisation, UU identification) </li></ul></ul><ul><li>Repurpose existing assets, don’t create new </li></ul>
    49. 49. <ul><li>Deep-link mapping from desktop to mobile site </li></ul><ul><li>Integration </li></ul><ul><li>Promote your site/app </li></ul><ul><li>Click-through from SMS using unique trackable link </li></ul>Other considerations
    50. 50. 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
    51. 51. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends Summary
    52. 54. Example: Royal Borough of Kensington & Chelsea
    53. 55. RBKC: Objectives <ul><li>New website being created (in-house) ahead of influx of visitors for 2012 (Golden Jubilee & Olympics) </li></ul><ul><li>Includes new maps which have been commissioned </li></ul><ul><li>Require mobile access to this site </li></ul><ul><ul><li>Recognition that visitors more ‘in need’ when out and about than in hotel/ at home </li></ul></ul><ul><ul><li>Lack in-house expertise to create </li></ul></ul><ul><ul><li>Only want to write once – publish everywhere </li></ul></ul><ul><ul><li>Invested in CMS – don’t want to buy/use/learn another for mobile </li></ul></ul>
    54. 56. Smart Phone Home Page Leading content Navigation - Menu Navigation – ‘Bread Crumbs’ Location dependant content Time/promo specific content Leading content Promoting Maps Search
    55. 57. Feature Phone Home Page Leading content Navigation – ‘Bread Crumbs’ Location dependant content Time/promo specific content Leading content Promoting Maps Search
    56. 58. Other Examples <ul><li>Enterprise Messaging – British Airways </li></ul><ul><li>Location Based Services – Levonelle & Mothercare </li></ul><ul><li>Application – Waitrose Christmas & King of Shaves </li></ul><ul><li>QR Codes – lots of examples.. </li></ul><ul><li>CRM - Strongbow </li></ul>
    57. 62. King of Shaves – mCommerce app Home Page Payment options Delivery details m-Video
    58. 63. QR codes go mainstream
    59. 65. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends In Summary
    60. 66. <ul><li>52 mobile operators, serving over 1.7 billion subscribers, support the Pay-Buy-Mobile (“PBM”) project worldwide </li></ul><ul><li>PBM allows mobile phone to be used at point of sale to purchase goods and services </li></ul><ul><li>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 </li></ul><ul><li>More than one credit or debit card can be stored in the same SIM </li></ul><ul><li>Data transfer uses the same secure process as for credit or debit card transactions </li></ul>Mobile wallet – cash & credit Pay-buy-mobile
    61. 67. <ul><li>Visa are trialling cashless payment on New York public transport </li></ul><ul><li>Users install a visa smart chip in to their smartphone and log in to the Visa app when travelling </li></ul><ul><li>When they travel swipe the phone over a receiver to pay for their travel on New York transport </li></ul>Google adding NFC chips to new phones Barclaycard trialling NFC card payments in UK Payment: Visa (NFC)
    62. 68. <ul><li>The airline industry is the most advanced user of mobile barcodes in the Western hemisphere </li></ul><ul><li>Travellers download an Aztec or Data Matrix 2D barcode boarding pass to their phone </li></ul><ul><li>Both MMS and Mobile Internet are used </li></ul>Mobile ticketing
    63. 69. Cross-platform Apps <ul><li>Many mobile OSs available </li></ul><ul><ul><li>Apple iOS, Android, Windows Mobile 7 </li></ul></ul><ul><ul><li>Symbian, webOS, Blackberry </li></ul></ul><ul><ul><li>Soon also MeeGo (Nokia), Playbook (RIM) </li></ul></ul><ul><li>Traditional applications require development for each operating system. </li></ul><ul><li>Incentivated cross-platform applications can </li></ul><ul><ul><li>Create once, run anywhere </li></ul></ul><ul><ul><li>Use a consistent, interactive interface </li></ul></ul><ul><ul><li>Use features of the phone such as Camera, Accelerometer, Compass, GPS, etc </li></ul></ul>Mobile devices and applications are becoming fragmented
    64. 70. <ul><li>Types of code </li></ul><ul><ul><li>Commercial – Microsoft tag, Scan Life EZcode </li></ul></ul><ul><ul><li>Open Standards – QR, Data Matrix </li></ul></ul><ul><ul><li>Email / MMS an image – SnapTag, Image Recognition </li></ul></ul><ul><li>Applications </li></ul><ul><ul><li>OOH advertising links to mobile site </li></ul></ul><ul><ul><li>Couponing / ticketing </li></ul></ul><ul><ul><li>Product on-pack information </li></ul></ul><ul><ul><li>Games & instant win promotions </li></ul></ul><ul><ul><li>In-store and OOH purchases </li></ul></ul><ul><ul><li>Augmented reality </li></ul></ul>Phone interaction with tags on everyday objects 2D barcodes Microsoft Tag QR Code Data Matrix SnapTag
    65. 71. HTML 5 <ul><li>Next major revision of HTML standard </li></ul><ul><li>Includes ground-breaking technology to improve user experience </li></ul><ul><ul><li>Form field attributes </li></ul></ul><ul><ul><li>Location Based Detection </li></ul></ul><ul><ul><li>Offline caching </li></ul></ul><ul><ul><li>Dynamic drawing </li></ul></ul><ul><li>HTML5 is an extension to XHTML: any site developed in HTML5 will be backwards compatible with XHTML browsers. </li></ul>The future of web (and web-app) design?
    66. 72. Contents Mobile is a ‘hot topic’ About Incentivated Key Issues Examples Future Trends In summary
    67. 73. <ul><li>Mobile is a ‘hot topic’ for retailers </li></ul><ul><li>Customers are using mobile – whether you are set up to provide the experience you want them to have or not </li></ul><ul><li>mCommerce should be treated as part of the wider brand experience </li></ul><ul><ul><li>Including acquisition and after sales support/CRM </li></ul></ul><ul><li>Integrated solution reduces demands on content editors </li></ul><ul><ul><li>create once, publish to multiple sites </li></ul></ul><ul><li>Mobile allows segmentation, profiling, personalisation </li></ul><ul><li>Use a mobile specialist; avoid having to re-do the basics </li></ul><ul><li>Keep an eye on developments; it’s a fast-moving landscape at the moment </li></ul>In summary
    68. 74. <ul><li>At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online... </li></ul>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
    69. 75. (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

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