M-commerce is growing as people increasingly research and purchase products on their mobile devices. While mobile purchases still make up a small percentage compared to desktop, mobile influences purchases across channels. Many consumers and brands are not yet ready for mobile commerce due to small screens, data entry issues, and lack of mobile-optimized sites. However, as smartphones and tablets proliferate, more consumers are comfortable with mobile purchases. Brands need to offer excellent mobile experiences through responsive sites and dedicated apps to fully capture the mobile opportunity.
3. What
is
M-‐commerce?
”The
delivery
of
electronic
commerce
capabiliGes
directly
into
the
consumer’s
hand,
anywhere,
via
wireless
technology.”
Source:
wikipedia
woensdag 9 oktober 13
13. People
search
products
all
the
Gme
44% at home
19% On-the-go
12% in a store
Product research on mobile
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000
woensdag 9 oktober 13
14. People
search
products
all
the
Gme
66% have researched a product or
service on their phone
16% have purchased a product or service
on their smartphone
(56% did it the past month)
53% make mobile purchases
at least once a month
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000
woensdag 9 oktober 13
15. Source:
Google
n=1000
Thinkmobile
2012
12%
34%
56%
78%
100%
In
the
shop Online
14%15%
I
have
changed
my
mind
purchasing
a
product
or
service
thanks
to
mobile
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000
woensdag 9 oktober 13
16. 23%
42%
62%
81%
100%
Purchased
via
computer Purchased
in
shop
24%
32%
Research
on
mobile
that
leads
to
purchases
across
channels
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000
woensdag 9 oktober 13
17. Top
3:
Finland,
Ireland
and
Germany
Belgium,
lagging
m-‐commerce
player
in
Europe
source:
Deloi>e
2012
woensdag 9 oktober 13
19. Screensize
is
too
small
Cannot
trust
credit
card
security
on
mobile
device
Not
used
to
smartphone
interface
Hard
to
compare
prices
and
options
Hard
to
type
It
takes
too
much
time
to
open
the
web
site
page
Cannot
see
detailed
product/service
information
0% 25% 50% 75% 100%
12%
18%
19%
20%
20%
33%
37%
Barriers
for
mobile
users
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000
woensdag 9 oktober 13
20. 72%
of
consumers
expect
brands
to
have
mobile-‐friendly
sites
But
96%
have
been
to
sites
that
weren't
mobile-‐ready
woensdag 9 oktober 13
32. Mobile
mostly
used
on
the
go,
for
well
defined
straight
forward
tasks.
Focus
is
clearly
on
niches
and
geZng
things
done
easily.
Tablets
(desktop
replacement)
used
increasingly
to
do
product
research,
e-‐window
shopping,
product
comparisons,
reading
brands
and
product
reviews.
Two
track
approach
woensdag 9 oktober 13
34. Desktop
versus
smartphone
Smartphones
users
drive
a
• higher
share
of
m-‐
commerce
than
tablets
• but
lower
on
a
per
user
basis
-‐>
2x
more
smartphone
users
than
tablet
users
woensdag 9 oktober 13
36. iOS
users
earn
more
and
spend
more
woensdag 9 oktober 13
37. Mobile
site
VS
NaGve
app?
It
depends…
woensdag 9 oktober 13
38. The
%mes
have
passed
when
you
can
do
with
a
mobile-‐
friendly
version
of
your
e-‐commerce
site
(alone)
Make
buying
via
a
smartphone
or
tablet
a
completely
different
experience!
Integrate
a
standalone
m-‐commerce
strategy
into
your
overall
retail
strategy.
Browse
first,
install
later
62%
comes
via
search
engines
Usage
frequency
defines
if
the
user
switches
to
app
It
is
not
a
technology
choice!
woensdag 9 oktober 13
42. EXPERIENCE
–
BRAND
TOOLS
Push
noGficaGons
Online/offline
usage
Hardware
-‐
iBeacon
Performance
App
store
presence
In
App
Purchases
Passbook/coupons
Advantage
of
mobile
naEve
apps
woensdag 9 oktober 13
43. Oct. Nov Dec Jan Feb March April May June July
V1Tablet
ready
website
Android
App. V1
Mobile
site
iPad
app
iPhone
App.
V1
V1
V1+2
V2
V2
Android
tablet
app
V1+2
Possible
mobile
roadmap
woensdag 9 oktober 13
53. NaGve
apps
-‐ In-‐App
payment
library
to
embed
in
your
own
app.
-‐ You
will
not
leave
the
app
-‐ For
iOS
and
Android
Mobile
payment
Mobile
websites
-‐ Mobile
Payment
Page
hosted
by
yourself
or
Ogone
-‐ All
devices
woensdag 9 oktober 13
55. Deliver
your
clients
the
freedom
of
choice,
to
select
the
touchpoint
(website/mobile/store/etc…)
of
their
choice.
Think
browser
first
but
push
naGve
apps
asap.
Focus
on
smartphone
AND
tablet
(related
to
business)
Deliver
an
opGmum
mobile
experience
Offer
the
complete
customer
journey
on
mobile
(from
registraGon
to
payment)
Be
flexible
and
respond
fast
to
analyGcs
Top
take
aways
woensdag 9 oktober 13
58. Running
is
HOT
and
easy
accessible
Bare
facts
woensdag 9 oktober 13
59. Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand
Bare
facts
woensdag 9 oktober 13
60. Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand
Evy
Gruyaert
is
everywhere
Bare
facts
woensdag 9 oktober 13
61. Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand
Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental
coach
approach
Bare
facts
woensdag 9 oktober 13
62. Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand
Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental
coach
approach
She
crosses
the
border
with
her
“Flemish
accent”
Bare
facts
woensdag 9 oktober 13
63. Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand
Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental
coach
approach
She
crosses
the
border
with
her
“Flemish
accent”
Podcast
concept
was/is
a
success
(about
1.000.000
downloads)
Bare
facts
woensdag 9 oktober 13
64. Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand
Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental
coach
approach
She
crosses
the
border
with
her
“Flemish
accent”
Podcast
concept
was/is
a
success
(about
1.000.000
downloads)
Almost
everybody
runs
with
headphones
and
a
smartphone
Bare
facts
woensdag 9 oktober 13
66. Current
Evy
podcasts
are
out-‐dated
–
first
ediGon
2006
BUT…
woensdag 9 oktober 13
67. Current
Evy
podcasts
are
out-‐dated
–
first
ediGon
2006
Podcasts
are
not
official
available
anymore
–
Most
illegal
downloaded
podcast
(10%)
ever
BUT…
woensdag 9 oktober 13
68. Current
Evy
podcasts
are
out-‐dated
–
first
ediGon
2006
Podcasts
are
not
official
available
anymore
–
Most
illegal
downloaded
podcast
(10%)
ever
It
doesn’t
stop
with
5/10
kilometers…
BUT…
woensdag 9 oktober 13
69. Current
Evy
podcasts
are
out-‐dated
–
first
ediGon
2006
Podcasts
are
not
official
available
anymore
–
Most
illegal
downloaded
podcast
(10%)
ever
It
doesn’t
stop
with
5/10
kilometers…
Every
runner
is
unique
BUT…
woensdag 9 oktober 13
72. StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you
first
name
Perfect
Gme
for
a
mobile
app
woensdag 9 oktober 13
73. StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you
first
name
InteracEve
/
no
linear
experience
Perfect
Gme
for
a
mobile
app
woensdag 9 oktober 13
74. StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you
first
name
InteracEve
/
no
linear
experience
For
the
beginner
as
for
the
advanced
runners
Perfect
Gme
for
a
mobile
app
woensdag 9 oktober 13
75. StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you
first
name
InteracEve
/
no
linear
experience
For
the
beginner
as
for
the
advanced
runners
Affordable
Perfect
Gme
for
a
mobile
app
woensdag 9 oktober 13
76. StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you
first
name
InteracEve
/
no
linear
experience
For
the
beginner
as
for
the
advanced
runners
Affordable
For
iOS
and
Android
Perfect
Gme
for
a
mobile
app
woensdag 9 oktober 13
88. Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with
logo/name
or
specific
landing
page
(companies
for
their
employees)
Unlock
all
training
plans
With
a
specific
value
in
points
Business
model
woensdag 9 oktober 13
89. Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with
logo/name
or
specific
landing
page
(companies
for
their
employees)
Unlock
all
training
plans
With
a
specific
value
in
points
Partner
product
placement
Business
model
woensdag 9 oktober 13
90. Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with
logo/name
or
specific
landing
page
(companies
for
their
employees)
Unlock
all
training
plans
With
a
specific
value
in
points
Partner
product
placement
Specific
training
plans
for
events
Business
model
woensdag 9 oktober 13
91. Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with
logo/name
or
specific
landing
page
(companies
for
their
employees)
Unlock
all
training
plans
With
a
specific
value
in
points
Partner
product
placement
Specific
training
plans
for
events
Leads
towards
Energy
Lab
Business
model
woensdag 9 oktober 13
93. 1
golden
partner
and
4
silver
partners
Partner
sponsoring
concept
woensdag 9 oktober 13
94. 1
golden
partner
and
4
silver
partners
Focus
on
added
content
value
Partner
sponsoring
concept
woensdag 9 oktober 13
95. 1
golden
partner
and
4
silver
partners
Focus
on
added
content
value
Product
placement
and
ads.
Partner
sponsoring
concept
woensdag 9 oktober 13
96. 1
golden
partner
and
4
silver
partners
Focus
on
added
content
value
Product
placement
and
ads.
Matching
philosophy
of
Start
2
Run
Partner
sponsoring
concept
woensdag 9 oktober 13
97. 1
golden
partner
and
4
silver
partners
Focus
on
added
content
value
Product
placement
and
ads.
Matching
philosophy
of
Start
2
Run
Necessary
for
a
quick
start
Partner
sponsoring
concept
woensdag 9 oktober 13
98. 1
golden
partner
and
4
silver
partners
Focus
on
added
content
value
Product
placement
and
ads.
Matching
philosophy
of
Start
2
Run
Necessary
for
a
quick
start
Promote
app
on
FB
pages
and
Twi`er
Partner
sponsoring
concept
woensdag 9 oktober 13
100. People
can
get
a
reducEon
on
running
plans
by
just
running
People
can
earn
points
by
comple1ng
a
training
session
The
points
can
be
used
to
buy
other
training
plans
Loyalty
and
rewarding
system
woensdag 9 oktober 13
101. People
can
get
a
reducEon
on
running
plans
by
just
running
People
can
earn
points
by
comple1ng
a
training
session
The
points
can
be
used
to
buy
other
training
plans
Weekly
responsive
newsle`er
with
your
status
Loyalty
and
rewarding
system
woensdag 9 oktober 13
105. Soon
mul1lingual
(FR/EN/…)
More
specific
event
training
plans
Unique
personalised
training
plans
What
will
the
future
bring?
woensdag 9 oktober 13
106. Soon
mul1lingual
(FR/EN/…)
More
specific
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart
beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
What
will
the
future
bring?
woensdag 9 oktober 13
107. Soon
mul1lingual
(FR/EN/…)
More
specific
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart
beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of
your
friends
What
will
the
future
bring?
woensdag 9 oktober 13
108. Soon
mul1lingual
(FR/EN/…)
More
specific
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart
beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of
your
friends
More
social
elements.
People
oLen
run
together.
What
will
the
future
bring?
woensdag 9 oktober 13
109. Soon
mul1lingual
(FR/EN/…)
More
specific
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart
beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of
your
friends
More
social
elements.
People
oLen
run
together.
…
What
will
the
future
bring?
woensdag 9 oktober 13
110. Soon
mul1lingual
(FR/EN/…)
More
specific
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart
beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of
your
friends
More
social
elements.
People
oLen
run
together.
…
Start
2
Bike?
Start
2
Walk?
Start
2
Ski?
What
will
the
future
bring?
woensdag 9 oktober 13
111. Early
birds
GET
100
POINTS
for
free
If
you
install
the
app
and
register
before
Wednesday
9th
of
October
23:59
Be
fast
and
get
rewarded!
www.start2run.be
woensdag 9 oktober 13