SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage?
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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 ...

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? SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage? Presentation Transcript

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