Mediapost mCommerce Summit
From Zero to Full-Blown mCommerce
7/15/2013
Defining mCommerce (or M-Commerce)
2
m-Commerce at Time Warner Cable
is any customer transaction or order that
occurred di...
Mobile Behavior is Not Always What
You Would Expect
Q: What percentage of consumers are willing to complete a 6 step order...
At Time Warner Cable, Mobile is Important, Not Exclusive
Customers and Prospects Require Integrated, Multi-Channel Experie...
Time Warner Cable Mobile Traffic:
Aug 2011 over 800,000
0
200000
400000
600000
800000
1000000
1200000
1400000
1600000
1800...
Time Warner Cable Set a Path to Deliver Mobile
Solutions and Tools For…
6
1. Product and Content
Delivery
2. Customer Care...
…And We Delivered
% of Sales Generated via M-Commerce is over 2x the Average
7
At Time Warner Cable:
• First 9 months of m...
Time Warner Cable
mCommerce
Aug ‘11 to Today
Priority One:
Cross Functional Teams, Resources and Planning
 Sales
 Marketing
 Operations
 Call Center
 Customer Car...
Priority Two: Close the Loop to Align Data, Resources,
and Experiences
 User Driven
Consumer Experiences
 Media Optimiza...
Priority Three: Listen and Apply, Let Consumer Intent
and Needs Win the Day
 Mobile Consumer Needs
• Personalized experie...
Needs Based Mobile Experiences
12
Customer Service &
Account Management
Product Apps and
Solutions
Existing Customer Sales...
TWC Mobile Buyers: Higher Intent to Purchase and/or
Purchase More
• Larger Shopping Carts
• Content and information
needs ...
Consumer Segment Device Needs
14
Feature Phone
5% of Sales
Click to Call
Campaign
Specific
30% of total
Full Mobile
Purcha...
Consumer Experience Evolution – Consistency and
Quality
15
Source: Google: The New Multi-Screen World: Understanding Cross...
Complex User Experience Site Design Rebuilds
16
Priority Four: Keep Your Eye on the (Right) Metrics
Success in mobile requires multi-channel
transaction tracking
17
50%+ ...
Priority Five: Find the Mobile Consumer
Americans are 116 times as likely survive a
rattlesnake bite than to intentionally...
Mobile Media Driving mCommerce
Smartphone users are not researchers, they’re buyers. Targeting accordingly
means heavy inv...
With Google’s Enhanced Campaigns, is Mobile Search a
Losing Battle?
20
0%
1%
2%
3%
4%
5%
6%
7%
9-Mar
16-Mar
23-Mar
30-Mar
...
mCommerce Forward at TWC
TWC mCommerce Sales Growth Leveling to a Mature
Digital Channel
22
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
40,00...
• Devices: Cross device targeting
and optimization
• Integrating Outcomes: Full retail
store integration into mobile sales...
Questions
Thank You
Rob Roy
GVP of e-Commerce and Interactive Marketing
Time Warner Cable
25
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Zero to Full-Blown mCommerce by Rob Roy, Head of Digital for Time Warner Cable

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Rob Roy GVP of timewarnercable.com shows how Time Warner Cable went from Zero to Full-Blown mCommerce and mobile became a big part of their sales channel mix. Rob also outlines TWC's future in mobile with Responsive Design and Google Enhanced Campaigns. Rob presented mediapost.

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  • TWC is a services company and as such all our connections are direct to consumer, we strive to understand the impact on “final sales channel” from original medium.
  • Run the numbers:Consumers are much more comfortable than we or even sometimes they believe with leveraging mobile for transactions. The convenience of the time and location can overcome the perceived concerns about function, privacy or other challenges.
  • The consumer is telling us what they want to do and how they want to do it. We are not a mobile first company, we are where the consumers want to be and purchase from us.
  • Growth has been rapid, first in smartphone and then in tablets from a usage perspective. Looking at the data the growth has slowed a bit however tablet usage as expected have continued to grow with a bit of slowing in smartphone traffic patterns. As you will see later however even with the growth of tablet traffic those are primarily customer and information seekers. Our smartphone m-Commerce sales continues to be the lion’s share of mobile.Digital engagements with customers grow YoY however clearly the growth in tablet and smartphone traffic has been incredibleOver 60% are current customers
  • They want to:Pay their bills, check their serviceWatch content from their services on devices other than their TVFind a retail locationCheck VM and emailAnd purchase new services.
  • But how did we get here. By q4 11% of commerce…twc is at least double
  • Run the bulletsSuccess in mobile is not a creative or media or operational only solution. As with all channels it takes a collaborative and alligned effort but with mobile its even more essentialRun the list of whom you need on your team or selectiveMake sure to run the far right
  • Customer needs and Consumer ExperienceClosed loop (media to web exp. to call center) with dataPartnerships between TWC / LFO / Media and Call CentersSpeed and Flexibility
  • Consumers have already researched and are ready to buyMobile search, in some cases, better aligns to a directory functionality than search engineConsumers are looking for phone numbersMobile web activity is inherently local which works well against TWC’s Base
  • We have mobile solutions that deliver against the needs of the consumer applying what we understand and learn every day about how the mobile interactions are changing and the needs of the consumer and our customers.The key for TWC was to deliver as fast as we could what the consumer was demanding and we created in some case unquie experiences and apps to do so. The results showed us that putting our best foot forward, not necessarily the ideal gave us the results and the credibility with our consumers In the ideal world all mobile experiences are combined and on a single platform and solution. That is and will always be the goal and many of these solutions are indeed combined in mobile web and apps. You will also see in a moment our newest responsive design that takes us even closer to that goal
  • Read headlineKey to note Compare both to desktop. More shopping less buying with tablet however higher shopping carts and smartphones both highest converting and larger shopping carts.Many more new customers in smartphone than existing (as would be expected)
  • So where do we go with the experiences. As Google points out in last summer’s study, if my buyers are moving between devices it has to be seamless.
  • Redesign of the My Services section of the site to update: Goals and Customer Objectives-Look and feel to OMEGA brandingIncrease functionality by bringing in-house Online bill pay Responsive DesignOne code base useable across devices to ensure maximum capability for each user (in other words happy coders creating one code base for all devices)
  • A lot of myths to what is working, how it works and how consumers are behaving with mobile media. Solve Media came out a few weeks ago with some classic comparisons. LikeYou are 116 times more likely to survive a rattlesnake bite than to intentionally click on a mobile banner ad. (Solve Media)According to estimates from the U.S. Department of Agriculture, around 8,000 people are bitten by venomous snakes in the U.S. every year, and approximately five die. In other words, you have a 99.4 percent chance of surviving a venomous snake bite – and a pretty good chance of clicking on a mobile banner, too.One of the biggest discussions out there is the media allocation percentages for mobile. Honestly there does not seem to be a good answer. TWC’s approach has been to allocate dollars where the greatest results can be achieved and continue to expand until economies of scale
  • PaidSEM is the core of the success of the mCommerce Program. Display, in app and other media opportunities are part of the media mix however we have up to now found a mix of sales core to our businessWe manage program on independent sites like Pandora and Weather as well as mobile dsp and networks. As targeting abilities increase more an more we are seeing more and more success both direction and attributed to our m-Commerce success
  • It cant be a digital marketing or mobile conversation without someone covering the Enhanced Campaigns and the changes afootWe can say that we have not seen the negative impact reported on costs or on volumeHow to Succeed in Enhanced Campaigns in Mobile:- Know the value of your mobile consumer- Use that value to determine your mobile multiplier- Prepare for added complexity in day-to-day management- Monitor your KPIs diligently through the transitionOur success is driven by the prior level of optimization and work in mobile and tablet only campaigns. Able to deliver through significant prior levels of detailed optimization and campaign specifics- The change
  • Break ground and break glassLocal new tech: Geofencing, Local Aware, WiFi and Proximity
  • Transcript of "Zero to Full-Blown mCommerce by Rob Roy, Head of Digital for Time Warner Cable"

    1. 1. Mediapost mCommerce Summit From Zero to Full-Blown mCommerce 7/15/2013
    2. 2. Defining mCommerce (or M-Commerce) 2 m-Commerce at Time Warner Cable is any customer transaction or order that occurred directly on the mobile device or can be directly attributed to mobile marketing resulting in a sale offline Merriam-Webster Wikipedia
    3. 3. Mobile Behavior is Not Always What You Would Expect Q: What percentage of consumers are willing to complete a 6 step order for new service on a smartphone? 3 a) 26% b) 35% c) 47% d) 56% e) 72% c) 47%
    4. 4. At Time Warner Cable, Mobile is Important, Not Exclusive Customers and Prospects Require Integrated, Multi-Channel Experiences 4
    5. 5. Time Warner Cable Mobile Traffic: Aug 2011 over 800,000 0 200000 400000 600000 800000 1000000 1200000 1400000 1600000 1800000 Mobile Monthly Visits to TWC.com Smartphone Tablet
    6. 6. Time Warner Cable Set a Path to Deliver Mobile Solutions and Tools For… 6 1. Product and Content Delivery 2. Customer Care & Communication 3. Purchase of Services
    7. 7. …And We Delivered % of Sales Generated via M-Commerce is over 2x the Average 7 At Time Warner Cable: • First 9 months of mobile program, m- Commerce was 20% of all e-Commerce - Has reached at times over 40% • First 4 weeks of tablet program, Tablets represented 20% of all m-Commerce
    8. 8. Time Warner Cable mCommerce Aug ‘11 to Today
    9. 9. Priority One: Cross Functional Teams, Resources and Planning  Sales  Marketing  Operations  Call Center  Customer Care 9  Finance  Consumer Exp.  Creative  Media  Marketing Ops  Analytics  Strategy  Resource Alignment  Agility  Measureable Goals Build Integrated Strategies for Success
    10. 10. Priority Two: Close the Loop to Align Data, Resources, and Experiences  User Driven Consumer Experiences  Media Optimization to All Conversion  Closed Loop Sales and Data Platform 10 Persistent Consumer View Platform Methodical Testing & Optimization Real Time Data and Optimization Systematic Media Buying Localized Products & Promotions User Experience Design Optimization to Paying Customer
    11. 11. Priority Three: Listen and Apply, Let Consumer Intent and Needs Win the Day  Mobile Consumer Needs • Personalized experience expectations of “my way” • Tailor the message; Give choice on the experience • Instant gratification / low level of patience • Local, immediate, action driven  Cable / Telecommunications • Information / content researchers • High mover propensity • Ready to buy • Utilizing otherwise unused time - Bus ride / drive time 11
    12. 12. Needs Based Mobile Experiences 12 Customer Service & Account Management Product Apps and Solutions Existing Customer Sales New Sales
    13. 13. TWC Mobile Buyers: Higher Intent to Purchase and/or Purchase More • Larger Shopping Carts • Content and information needs high • Weekend and Night Peaks 13 Tablet Smartphone Desktop Consumer Conversion 3+% 6+% 4+% Call Center % of Sales 41% 50% 60% Products Per Order 1.9 1.7 1.3 • Highest Converting • Educated buyer • Lower price sensitivity • Feature and benefit focused • Most intolerant to poor experiences
    14. 14. Consumer Segment Device Needs 14 Feature Phone 5% of Sales Click to Call Campaign Specific 30% of total Full Mobile Purchase 50% Consumers Conv. Online Tablet Unique Highest Customer Value Full Desk Top Web 6% of Sales
    15. 15. Consumer Experience Evolution – Consistency and Quality 15 Source: Google: The New Multi-Screen World: Understanding Cross-Platform Behavior, August 2012
    16. 16. Complex User Experience Site Design Rebuilds 16
    17. 17. Priority Four: Keep Your Eye on the (Right) Metrics Success in mobile requires multi-channel transaction tracking 17 50%+ of sales convert in the call center. • Media optimization both on and offline • Active customer care campaigns to ensure quality consumer experiences Mobile Experience Path Handling Local Market Targeting Day Parting Call Center Scripting
    18. 18. Priority Five: Find the Mobile Consumer Americans are 116 times as likely survive a rattlesnake bite than to intentionally click on a mobile banner ad. 18
    19. 19. Mobile Media Driving mCommerce Smartphone users are not researchers, they’re buyers. Targeting accordingly means heavy investment in mobile search. 19
    20. 20. With Google’s Enhanced Campaigns, is Mobile Search a Losing Battle? 20 0% 1% 2% 3% 4% 5% 6% 7% 9-Mar 16-Mar 23-Mar 30-Mar 6-Apr 13-Apr 20-Apr 27-Apr 4-May 11-May 18-May 25-May OverallCPCIncrease,Google Source: Adobe An increase in paid-for search costs of over six per cent is steeper than the traditional seasonal increase, according to Adobe Google Enhanced Campaigns Increase Cost Per Click - Online Media Daily / Jun. 18, 2013 Google’s Enhanced Campaigns increasing online campaign costs - Marketing Week / June 19, 2013 How Google’s ‘enhanced ad campaigns’ are driving up online ad costs - Venture Beat / June 19, 2013 Report: Google ‘Enhanced Campaigns’ Raising the Cost of Mobile Ad Clicks - Internet 2 Go / June 20, 2013 TWC migrated all programs and sustained both volume and ROI.
    21. 21. mCommerce Forward at TWC
    22. 22. TWC mCommerce Sales Growth Leveling to a Mature Digital Channel 22 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 50,000
    23. 23. • Devices: Cross device targeting and optimization • Integrating Outcomes: Full retail store integration into mobile sales platform • Relevancy: Local and more Local, more relevant and sales growth - Geofencing, Local Aware, WiFi and Proximity 23 Desktop 52%Smartphone 35% Tablet 13% Total U.S. Feb 2013 Internet Usage By Device Source: comScore Media Metrix Multi-platform, U.S., Feb. 2013 What’s on the Horizon at TWC Assume Nothing You Knew About Mobile 12 Months Ago is True Today
    24. 24. Questions
    25. 25. Thank You Rob Roy GVP of e-Commerce and Interactive Marketing Time Warner Cable 25

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