Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011

Delivering on the Promise of M-Commerce Perspectives on Emerging Opportunities April 2011 Dr. Phil Hendrix Founder and Director, immr and GigaOm Pro Analyst www.immr.org 1 (770) 612-1488 phil.hendrix@immr.org1 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Mobile Fosters Communications, Interactions and Transactions Consumers 60% of traffic on the mobile internet in the US is to Social Networking sites. Social Media U.S. Mobile ad Two out of three revenues: mobile phone users CAGR 43%, will use their devices USD3bn by 2014 while shopping this holiday season. Mobile Mobile Advertising Commerce Brands Merchants Sources: immr; Ground Truth; BIA Kelsey; Nielsen/Yahoo2 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Using Mobile to Enable, Enhance and Engage with Customers Mobile Devices, Applications and Platforms Enable (Improve Customers’ Experiences) Engage Enhance (Deepen Customer (Delight Relationships) Customers)3 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Mobile Devices and Apps as Concierge Illustration for a Restaurant Pre- During Post- Visit Visit Visit What Guests Illustration Do Restaurant Customer – Basic Process Arrive Park Check- Wait Order Pay in Mobile Apps Get Find Check-in Wait Specials/ Pay Directions Parking Time Order Enable Customers to Share  Where I am  Who else is there  Favorite dishes  How’s the service4 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Consumer Behavior and M-Commerce Passive Active Consume Discover Compare Buy Products, Needs/ Products, Products Services, Wants, Brands, and Media† Solutions Merchants Services Interacting and Sharing with Other Consumers M-Commerce †Including POEM (Paid, Owned, and Earned (e.g., Social) Media)5 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

State of M-Commerce – Fragmented, but Quickly Consolidating Mobile Shopping Mobile Mobile Payment Funds Transfer Mobile Mobile Mobile Offers Commerce Advertising Mobile Mobile Booking Rewards Mobile Coupons7 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

M-Commerce – An Enormous New Business Opportunity Highest Value Mobile Shopping Mobile Mobile Funds Payment Transfer Mobile Mobile Mobile Offers Commerce Advertising Mobile Mobile Booking Rewards Mobile Coupons8 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Platform Leaders Uniquely Positioned to Lead in M-Commerce Consumers “A world-class M-commerce platform enables and enhances exchanges between consumers†, brands and merchants.” Brands Merchants †National and local9 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Enabling M-Commerce – “The Flywheel” Distinctive M-Commerce Capabilities User Hyper- Ambient Control local Aware Optimization Signals Bricks & at Scale in Social Clicks10 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Key Capabilities of an M-Commerce Platform…  Secure  Sub-meter accuracy  Real-time integration  Transparent  Indoors/urban canyons  Live data (weather, traffic, etc.)  Opt-in, granular controls  Any mobile device  All geo-coded, overlaid User Hyper- Ambient Control local Aware  Search  Display  Offers Optimization Signals Bricks & at Scale in Social Clicks  Real-time optimization  Real-time semantic analysis  Real-time inventory, prices  Search, display, offers  Highly accurate  Price comparison engine  Data from 10k+ sources  Influencer analysis  Transaction history11 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Platform Must Enable and Enhance Consumers’ Experience Leveraging Intelligence†  Delivering Relevance Who I am… What I Like Where I am What I What’s respond to Nearby What I’ve What’s bought going On Where Where I’ve been What I’m going I need †Always with full transparency, cooperation from the consumer12 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Dr. Phil Hendrix – Bio Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping organizations identify, verify, and capitalize on opportunities for products that are new-to-customers and very often new-to-market. Dr. Hendrix has developed perspectives and research-based tools to uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate purchase, and determine features and pricing to maximize market penetration. He has extensive experience adapting and applying research approaches, both qualitative and quantitative, to amplify Dr. Phil Hendrix weak market signals and help clients innovate successfully. Director, immr Phil has led significant engagements with numerous startups (such as Company.com) and multiple www.immr.org business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson, +1 (770) 612-1488 and others), financial services (American Express), transportation (UPS), insurance (Allstate, United phil.hendrix@immr.org Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with senior management and client project teams on issues ranging from “traditional marketing” (segmentation, positioning, branding) to innovation, user experience, and customer retention. Over the course of his career, Phil has helped clients conceive and successfully launch dozens of new products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He is also a frequent speaker at industry and academic conferences. Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with Mercer Management Consulting. He has held faculty and research positions at Emory University and the University of Michigan, where he taught courses in research design and analysis, buyer behavior, and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied statistics and mathematical psychology. Overview and excerpts from Phil’s recent publications are available at Slideshare (www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.14 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Dr. Phil Hendrix – Recent Reports and Publications Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/16 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Recent Presentations, Conference Participation Workshop – Monetization If we build it, will they Models for Location, Augmented come? Consumer Demand Reality and Context Servicesa and Preferences for Tablets April 28, 2010 – San Francisco in the iPad Erac Oct. 5, 2010 – San Francisco Dealing With The Data Tsunami: WCA Presents: What’s Hot The Big Data Panela about LBS?a June 23–24, 2010 – San Francisco Oct. 8, 2010 – San Francisco The Futures of Location-based Local at the Bleeding Edge + Servicesa Making Money with The Future of Geo-loco Location-Based Servicesa,b Investmenta Nov. 3, 2010 – New York July 21, 2010 – San Francisco Build Sustainable LBS Business Visions for 2011 – Models for 2011 and Beyonda M-Commerceb Sept. 14 – 15, 2010 – San Jose Wireless Technology Forum Nov. 18, 2010 – Atlanta Trends and Numbers - Where is Are Tablets Taking Over?a, c It All Goingb Wireless Technology Forum Sept. 29-30, 2010 – New York March 18, 2011– Atlanta Apps vs. Web: The Fight For The Market Outlook for Tabletsc Futurea Future of Tablets Conf. Sept. 30, 2010 – San Francisco March 22, 2011 - Orlando a b c Moderated session/panel Participating on Panel Presenting17 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011

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Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011 Presentation Transcript