Is Technology Stealing Your Advantage?<br />SoLoMo Implications for e-Commerce Platforms<br />Bob Egner<br />EPiServer, VP...
Introducing EPiServer<br />Working with our talented partners to create sites for<br />e-Commerce<br />Web and Digital Mar...
Platform Spending<br />62% of online retailers will increase their technology spend in 2011, up from 57% in 2010<br />Forr...
Porters Five Forces<br />4<br />Disrupted by Technology<br />New<br />Entrants<br />New Entrants<br /><ul><li>Barriers to ...
Customer focus is a differentiator</li></ul>Supplier Power<br /><ul><li>“Employee as supplier” to  customer relationships
Global outsourcing erodes economies of scale</li></ul>Supplier<br />Power<br />Customer<br />Power<br />Competitive<br />R...
Digital substitutes collapse value chains</li></ul>Competitive Rivalry<br /><ul><li>Competitor access to your strategy</li...
Online channels flatten distribution strength</li></ul>Substitutes<br />
The Age of the Customer<br />5<br />Source: Forrester<br />Competitive Strategy in the Age of the Customer<br />Josh Berno...
Consumer Adoption<br />6<br />What drives technology adoption?<br />Can someone explain this… please?<br /><ul><li>Key ena...
Raises expectation of interaction
Personal and convenient</li></ul>iPad 2 Launch Day - London<br />iPhone 4 Launch Day - London<br />iPad 2 Launch Day - NYC...
Customer Focus is Key<br />Nearly everyone is connected, and mobile<br />User experience and convenience are key<br />Shif...
Grows new or maturing revenue stream
Supports changing needs of consumers</li></li></ul><li>Driver or Enabler?<br />8<br />Technology’s role in social commerce...
Social Shopping Variants<br />9<br />Group Buying<br />Collaborative Shopping Portals<br />Marketplaces<br />Ratings and R...
Social Spectrum<br />10<br />Owned<br />Media<br />Paid<br />Media<br />Digital Properties<br /><ul><li>Websites
Customer Care
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SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage?

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Social Commerce, Mobile Commerce, and all their variants have one thing in common – the relentless push of technology to flatten your competitive edge. To rise to the top with consumers (and hold that position when you reach it) requires rethinking where content and transactions are handled on the web. Learn how to adjust your platform strategy to accommodate the latest consumer trends, and those still emerging.


Bob Egner, VP Product Management and Global Marketing, EPiServer, has driven software companies to growth by focusing on value delivery. His blend of business expertise and technology insights have created winning product strategies and marketing programs globally.

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  • In the US, technology has killed Circuit City, Tower Records, Borders, and Blockbuster
  • We have entered the age of the customerForrester, Competitive Strategy in the Age of the Customer, Josh Bernoff
  • Creating new ecosystem of off-site contentPractical matter of being “in control” – cost, consistent, conversion
  • Unreal adoption ratesConnectivityConvenience and User Experience
  • SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage?

    1. 1. Is Technology Stealing Your Advantage?<br />SoLoMo Implications for e-Commerce Platforms<br />Bob Egner<br />EPiServer, VP Product Management<br />
    2. 2. Introducing EPiServer<br />Working with our talented partners to create sites for<br />e-Commerce<br />Web and Digital Marketing<br />Social and Online Communications<br />2<br />Software platform that drives business results<br />
    3. 3. Platform Spending<br />62% of online retailers will increase their technology spend in 2011, up from 57% in 2010<br />Forrester 2011 Online Retail Technology Investment Outlook <br />Improving economy?<br />Efficiency gains?<br />Competition?<br />3<br />Why is it increasing?<br />
    4. 4. Porters Five Forces<br />4<br />Disrupted by Technology<br />New<br />Entrants<br />New Entrants<br /><ul><li>Barriers to entry are lower online
    5. 5. Customer focus is a differentiator</li></ul>Supplier Power<br /><ul><li>“Employee as supplier” to customer relationships
    6. 6. Global outsourcing erodes economies of scale</li></ul>Supplier<br />Power<br />Customer<br />Power<br />Competitive<br />Rivalry<br />Substitutes<br /><ul><li>Word of mouth undoes brand investment
    7. 7. Digital substitutes collapse value chains</li></ul>Competitive Rivalry<br /><ul><li>Competitor access to your strategy</li></ul>Customer Power<br /><ul><li>Buyers have information
    8. 8. Online channels flatten distribution strength</li></ul>Substitutes<br />
    9. 9. The Age of the Customer<br />5<br />Source: Forrester<br />Competitive Strategy in the Age of the Customer<br />Josh Bernoff<br />
    10. 10. Consumer Adoption<br />6<br />What drives technology adoption?<br />Can someone explain this… please?<br /><ul><li>Key enabler of customer experience
    11. 11. Raises expectation of interaction
    12. 12. Personal and convenient</li></ul>iPad 2 Launch Day - London<br />iPhone 4 Launch Day - London<br />iPad 2 Launch Day - NYC<br />iPhone 4 Launch Day - SF<br />
    13. 13. Customer Focus is Key<br />Nearly everyone is connected, and mobile<br />User experience and convenience are key<br />Shifting focus of value<br />7<br />Driver of Platform Spending<br />Technology spending characteristics<br /><ul><li>Relatively low cost and high ROI
    14. 14. Grows new or maturing revenue stream
    15. 15. Supports changing needs of consumers</li></li></ul><li>Driver or Enabler?<br />8<br />Technology’s role in social commerce<br />
    16. 16. Social Shopping Variants<br />9<br />Group Buying<br />Collaborative Shopping Portals<br />Marketplaces<br />Ratings and Reviews<br />Social Networks<br />
    17. 17. Social Spectrum<br />10<br />Owned<br />Media<br />Paid<br />Media<br />Digital Properties<br /><ul><li>Websites
    18. 18. Customer Care
    19. 19. Portals</li></ul>Advertising<br /><ul><li>Banners
    20. 20. Display Ads
    21. 21. Endorsements</li></ul>Social<br />Media<br />Earned<br />Media<br />Embassies &<br />Ambassadors<br />Partnerships<br /><ul><li>Influencers
    22. 22. Branded Entertainment
    23. 23. Affiliates</li></ul>Outposts<br />
    24. 24. Context Aware Computing<br />11<br />“It will be one of the top disruptive trends of this decade.”<br />Source: Gartner<br />Context-Aware Computing Industry Heat Map<br />William Clark<br />
    25. 25. Progression of Localization<br />12<br /><ul><li>Biometrics
    26. 26. Conversational
    27. 27. Gestures</li></ul>Embracing<br />New Devices<br /><ul><li>Where in store
    28. 28. Try it on
    29. 29. Environment</li></ul>Breaking<br />Away from PC<br /><ul><li>Purchase intent
    30. 30. In-store
    31. 31. Time limited</li></ul>Layered<br />Intelligence<br /><ul><li>Behavior
    32. 32. Location (GPS)
    33. 33. Time of day</li></ul>Basics<br />2012<br />2014<br />2016<br />
    34. 34. Apple Redefines Mobile<br />13<br />
    35. 35. Mobile Trends<br />14<br />Novel Navigation<br />Alternative Interaction<br />Convenience Features<br />Innovative Functions<br />Combined with Social<br />Combined with Location<br />
    36. 36. Pull it all together<br />User experience is essential<br />Social media, socialize content<br />Your content, not always your site<br />Content variation driven by user context<br />Multi-channel, multi-touch <br />Mobile channel<br />On top of scalable, reliable e-Commerce platform<br />15<br />Key platform drivers<br />
    37. 37. Social Commerce Platform<br />16<br />Social<br />Networks<br />Commerce<br />Social<br />Website<br />Mobile<br />Integration<br />Marketplaces<br />
    38. 38. Social Commerce Platform<br />17<br />Social<br />Networks<br />Social<br />Website<br />Personalization<br />Commerce<br />Integration<br />Mobile<br />Marketplaces<br />
    39. 39. THANK YOU<br />Bob Egner<br />VP, Product Management & Global Marketing<br />bob.egner@episerver.com<br />
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