Mobile first business models

1,503 views
1,361 views

Published on

Mobile first business models

Published in: Internet
1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total views
1,503
On SlideShare
0
From Embeds
0
Number of Embeds
11
Actions
Shares
0
Downloads
0
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

Mobile first business models

  1. 1. Google Confidential and Proprietary Mobile First - Business Models SEEMEA Cases Library
  2. 2. INTERNAL: Google Confidential and Proprietary TRAVEL BUSINESS MODELS FR - Voyages-sncf.com: Mobile as a real sales channel (slide 4) EU - Hotel Tonight: Mobile creates a niche market & new demand (slide 5) Worldwide - Booking.com: Going beyond mobile transactions (slide 6) EU - EasyJet: Meeting the demand of mobile centric customers (slide 7) IL - GetTaxi: Growing on new market: mobile hailing taxi app (slide 8)
  3. 3. Google Confidential and Proprietary Voyages-sncf.com : Mobile as a real sales channel x10 mobile sales growth from 2010 to 2013. 1ticket/3se c sold thanks to mobile. of total revenue generated from mobile in 2013 (€300m) 15% Client Overview Subsidiary of SNCF, french train service implanted across Europe. 1st french e-commerce website in volume: ¼ of french tickets are sold through this website. Mobile Vision Find new potential for growth thanks to mobile. -mSite + Apps available on all OS as a must-have for all brands. Impact mSite: - Account sign-up - M ticket - Real time traffic info - Promo push - Travel ideas App: - Pre-recorded client profile - One Clic payment - Travel history - Loyalty card - M ticket Source: Yves Tyrode, GM of Voyages-sncf.com, May 2014 FR
  4. 4. Google Confidential and Proprietary Client Overview Mobile-only travelling company : last minute booking app. Launched in 2010 in the USA, in 2012 in Europe (25 countries, 2000 hotel partners in Europe) Mobile Vision Untapped revenue on -not so small- niche market: Partner that hotels turn to when other distribution channels have failed. Good for users: - 70% of mobile hotel bookings are for same day check- in - they get discounts Good for hotels: - Yield management: sell rooms that would otherwise be empty Good for HT: - For each booking, Hotel Tonight’s margin is approximately 20- 30%. Impact Hotel Tonight : Mobile creates a niche market & new demand +300% revenue growth in 2013. 9m users in Europe. On average, spend of Hotel Tonight guests at the hotel is 17% higher. Source: Tnooz & EyeforTravel, March 2014 EU
  5. 5. Google Confidential and Proprietary Client Overview World’s largest booking site: 450 000 hotel listed. Implanted in 196 countries. Global revenue of $39b. Mobile Vision Mobile impact goes beyond transactions, says Darren Huston, CEO of Priceline Group. Impact Booking.com : Mobile booking growth is happening now Source: news.booking.com, Tnooz, February 2014; Skift, June 2014 “Much more importantly than a source of transactions, mobile is a chance to plumb the end- to-end user experience. $8b 2013 mobile revenue. x8 mobile sales growth from 2011 to 2013. 17,5% of global revenue comes from mobile. In the longer term it is increasing our value to the customer that would be very difficult for an independent hotel to do.” WW
  6. 6. Google Confidential and Proprietary EasyJet : Meeting the demand of mobile centric customer Client Overview Europe’s n°1 air transport network. Carries more than 60m passengers annually. EU 2013 revenue: £4,258m Mobile Vision Improve passenger’s experience, and reduce contact center costs, thanks to live updates & push notifications reminders in the app. Impact App features: - search for fares - booking mgt - mboarding card - add ancillaries - flight tracker App perf: Fastest airline booking app: you can book a flight on >600 routes in <30sec. EU 6m app downloads. 5% of overall sales came from mobile in 2013 Source: corporate.easyjet.com, Computing.co.uk & 2013 annual report, January 2014
  7. 7. Google Confidential and Proprietary GetTaxi : Growing on new market: mobile taxi hailing app Client Overview Car hailing app launched in 2009 by an Israeli startup. One of Uber’s most prominent competitors Operates in 24 cities, with a strong presence in IL, RU & in London Mobile Vision Increase revenue & market share thanks to a successful fundraise of $57m “It might be that for the first time, people are starting to realize how big this type of business is “ (Shahar Waiser, CEO). Differentiation with other mobile taxi hailing apps: Impact IL $100m app revenue in 2013 $500m of revenue expected in 2015. Source: The Wall Street Journal blog, June 2014, Huffington Post Business Model: They vary according the country: -monthly dispatch fees -per ride fee -fees for corporate rides -splitting taxi with other users User experience: -user can book a cab in advance -fares are based on a fixed-price system -provides full details on the driver, with customer ratings
  8. 8. INTERNAL: Google Confidential and Proprietary ES - La Caixa: Mobile transactions: removing the need to ever visit a branch(slide 10) TR - Yapi Kredi: going beyond mobile banking (slide 11) PL - Bank Zachodni: building the first mobile superwallet (slide 12) EU - HelloBank: attracting younger clients with mobile (slide 13) FR - Carrefour Bank: Mobile as a segmentation opportunity (slide 14) FR - Soon: Mobile banking as a social & playful user experience (slide 15) EU - SumUp: Turning smartphone into a card terminal (slide 16) FINANCE BUSINESS MODELS
  9. 9. Google Confidential and Proprietary La Caixa : Mobile transaction: removing need to visit branch Client Overview One of Spain’s leading online & offline savings bank. 13m of customers, 6000 branches across Spain. Mobile Vision Pioneer mobile transactions & banking to increase customer’s loyalty & retention: Impact ES Source: Internal, March 2013 Differentiation: - msite launched in 2001 - 1st financial institution to launch its own app store - 1st bank to allow mobile transactions (bank transfer with mobile number, no need for bank account number) Cost reduction: Customers can manage all their banking operations with the mobile app, there is no need to go to a branch or call a customer adviser. 5m of app downloads. 11%of customers online transactions are mobile 50% of online users use desktop + mobile to do banking operations
  10. 10. Google Confidential and Proprietary Yapi Kredi : Going beyond mobile banking Client Overview One of Turkey’s largest bank. 10m of customers. Mobile Vision Launch its first fully mobile banking service, to increase customer’s loyalty & retention: Impact 2. Easying m- shopping: - Exclusive m- shopping services: discounts, reduced delivery costs... Differentiation: Offering services that other banks don’t have, by going further than providing financial services. TR Source: Let’s talk Payment, June 2014 300k customers in its first year. 1m active users within 5 years. x4 volume of mobile payment transaction by 2017 1. mBanking conveniences: competitive interest rates, free account transactions & money transfers.
  11. 11. Google Confidential and Proprietary Bank Zachodni : Building the world’s first m-Superwallet Client Overview Poland’s third largest bank. Offers commercial banking services. 3,5m of customers. Mobile Vision Go beyond m-banking and m-payment, by launching the world’s first mobile Superwallet. Impact Differentiation: In April, they transformed their mobile banking app into a superwallet. PL Source: Bank Zachodni 2013 Annual Report, February 2014, and Finextra.com, April 2014 Thus, the bank created a new sales channel, and participates in merchant's revenues. In the future, the bank's customers will also be able to take a loan through the app in order to cover their purchases. App features: -embedded m- commerce marketplace -one clic to pay -multiple credit cards allowed 239k active customers were already actively using mobile banking in 2013, before the launch of Superwallet. +91,7% user increase yoy.
  12. 12. Google Confidential and Proprietary Hello Bank : Attracting younger clients with mobile Client Overview Hello Bank is the first European 100% mobile bank, launched in Q3 2013. It is a BNP Paribas subsidiary. It is implanted in 4 countries: DE, FR, BE, IT. Mobile Vision Acquire new type of clients: younger European clients that are looking for fast, easy, always on mobile bank service. Impact EU Source: Hello Bank Annual Report, February 2014 How it works: - Available on app + msite - Those platforms can be used to open an account, check balance, provide estimates, apply for offers, chat with Advisors. Differentiation: “Technologies are booming and leading to new usages, needs & expectations. In this context, BNP is implementing its shop & pay strategy (online purchases & payments) to improve the customer’s experience.” 177 000 clients in 6 months in 2013. €18bclient deposit made. 1,4m of clients targeted by 2017. François Villeroy De Galhau, COO
  13. 13. Google Confidential and Proprietary Carrefour Bank : Mobile as a segmentation opportunity Client Overview Subsidiary of Carrefour Group, selling financial & insurance products. 2,8m of clients using its Carte Pass credit card. 221 branches in France. Mobile Vision mSite & app are not for the same target, so they should be used in a differentiated way, in order to be the most relevant. Impact FR Source: Hervé Brucker, E-commerce & Digital Marketing Manager for Carrefour Bank, interviewed here in May 2014 App: regular user Goal: engage clients -Xdevice analysis possible thanks to Carte Pass: push personalized offers -retargeting mSite: prospect Goal: gain new customers -loan simulation -web call back -simple enquiry form -SEO + SEM 15% of cross canal sales are made through mobile. +200%conversions on mobile than on desktop for Carrefour Bank. 25%of sales should come from mobile in 2015.
  14. 14. Google Confidential and Proprietary Soon : mBanking as a social & playful user experience Client Overview New brand from Axa, leader of online banking in France (750 000 clients). One of the first bank that went online. Mobile Vision Soon is Axa’s first 100% mobile bank, thanks to an app designed to acquire new young customers with an original positioning: Impact FR Source: La Revue du Digital, Juin 2014 Progressive launch: -beta version launched in March 2014. -no big communication campaign, using social medias only. -partnership with paypal, with commission free transactions for Soon clients. Social mBanking: -funnier: social media & crowdfunding inspired design. -community-oriented: peer to peer payment, share expenses with friends. -easier: launch savings projects, remaining to be spent functions, find expenses by place, merchant, amount spent. 10 000 beta testers. 1000 clients since March 2014. 50%of clients are less than 30 years old.
  15. 15. INTERNAL: Google Confidential and Proprietary RETAIL BUSINESS MODELS MENA - Souq.com: Mobile as the main way to shop by 2015 (slide 18) IT - Yoox: Mobile as the first area of investment (slide 19) FR - Vente-Privée.com: Combining Mobile to store & Mobile in store (slide 20) FR - Bazarchic.com: Mobile as a business priority (slide 21) FR - Comptoir des Cotonniers: Opening 10 000 new shops with mobile (slide 22)
  16. 16. Google Confidential and Proprietary Client Overview Largest e-commerce platform in MENA. Offering more than 400,000 products including electronics, fashion, etc... Mobile Vision Souq.com wants to become a mobile first company, to remain consistent with customers’ changing shopping habits. Impact Souq.com : Mobile as the main way to shop by 2015 Source: Wisam Daoud, CTO interview reported on Wamda.com, March 2014 “We’ve made a conscious effort to become a mobile first company. We see mobile overtaking the web faster than we can even comprehend”. App & mSite VS website: Different purchase types: -On mobile: focus on electronics products & deals of the day, clearance items,since mobile is the perfect place for immediacy. MENA Wisam Daoud, CTO 40% of revenue is made through mobile. +200% smartphone penetration rate in UAE
  17. 17. Google Confidential and Proprietary Client Overview Global internet retailing partner for leading fashion & design brands. Serves more than 100 countries, with a net revenue of €456m. Mobile Vision Mobile as the main area of investment since 2006, with one goal in mind: become a mobile first company. Impact Yoox : Mobile as the main area of investment Invest more: Yoox is currently investing €100m in innovation, big part of it involving mobile. IT Innovate more: -in 2009: 1st Yoox app, one of the first shopping apps on App Store. -in 2012: new “Speak & Shop” app: -voice recognition for easier shopping -Gift Hunter feature 40% of traffic comes from mobile globally. +16%increase in sales thanks to mobile in Italy only. 7%higher AOV* from mobile devices, compared to desktop. Source: Federico Marchetti, interview by the Telegraph UK, March 2014 AOV*: average order value
  18. 18. Google Confidential and Proprietary Vente-privée.com : Mobile to store + Mobile in Store Client Overview Leading french e-commerce company, that pioneered the model of online flash sales, which made €560m (35%) of its global revenue from mobile in 2013. Mobile Vision Creating a “media in store” tool to boost flash sales in store, and better link mobile and stores. Impact Source: LSA Conso, March 2014 FR Mobile in store: Le Pass+ technology: Thanks to a small Bluetooth box, storekeepers can detect clients using the app & push them personalized products & discounts, whether they just entered the shop, are in the shelves, or at the cash desk. Mobile to store: Le Pass App: -push of real time offers in app for geographically close physical stores client can be interested in: + for user: 1 unique loyalty program for all Pass partners. + for shops: access to VP’s huge client database. 860 000shop partners (Subway, Etam..) 1500 shops & brands already using Le Pass+ 18% of users enter a shop after seeing an offer. 14mVente Privée clients in french database.
  19. 19. Google Confidential and Proprietary Bazarchic.com : Mobile as a business priority Client Overview Online french luxury flash sales: home decoration, wine, fashion… Started m-commerce in 2009. Global revenue exceeded €80m in 2013 Mobile Vision Increase incremental mobile (smartphone + tablet) business volume, by adopting 2 purchase boost strategies: Impact FR “We are working hard on our mobile apps, that should allow us to gain 5 or 6 points of revenue. It will be additional sales, not substitution ones.” Liberty Verny, Founder Mobile acquisition: Mass Marketing: Recruit new customer on mobile with SEO & SEA (mGDN). Loyalty improvement: personalized ads: Get back prospects who didn’t convert, boost re-purchase & repeat business with mobile retargeting. 30% of revenue comes from mobile. 6m of members. 40th most downloaded app in FR Source: Julien Henri-Maurice, Marketing Director, interviewed here in May 2014, and Liberty Verny here at the end of 2012
  20. 20. Google Confidential and Proprietary Comptoir des Cotonniers : 10 000 news shops with mobile Client Overview French fashion brand, with 400 points of sales across 11 countries. Mobile Vision Mobile as a way to boost impulse purchasing, with 10 000 Fast Shopping temporary virtual shop opening in 1 night, localized in key areas such as magazine pages, on coffee shop tables, bus shelter, billboards, on cab vehicles... Impact FR Good for users: -All they need to do is to flash the product/ download the Powatag app. -Can shop in 1 clic, and in 20 seconds, and be delivered 48h after. 3m of optin contacts thanks to this operation. 5%of global sales were already made on mobile before. 10 000 shops in urban areas. Source: Les Echos.fr, and Marvintraub.com, May & June 2014 Good for the brand: -No need to develop the technology, since they partnered with Powatag app. -Can send geolocalized SMS to push virtual shops. “All supports can turn into stores and, by winking at customers, trigger & impulse buying urge. There has never been a faster shopping experience.” Valérie Dassier, E-Commerce Manager
  21. 21. INTERNAL: Google Confidential and Proprietary AUTOMOTIVE BUSINESS MODELS FR - Nissan: Mobile as the preferred online-to-store tool (slide 24)
  22. 22. Google Confidential and Proprietary Nissan : Mobile as the preferred online to store tool Client Overview Japan’s second largest automotive company 4.9 million vehicles sold, revenue of $116.16 billion in 2012. 60 models of cars under the Nissan & infinity brand Mobile Vision Mobile as a way to drive traffic to dealerships, by pushing users to test out the new cars launched thanks to mobile geo-fencing. Impact July 2013: launch of Nissan Note: partnership with Waze (social satnav app): creation of a Nissan Note group on the app. Pop ups & pins from Nissan appear, inviting the driver to visit the closest dealership to test the car. 20% of Nissan’s digital lead came from mobile in 2013 globally 35%of web traffic now comes from mobile in the US. 15%of Nissan’s web traffic came from mobile in 2012. Nov 2013: launch of Nissan Juke: geofencing of 60 dealerships in FR with dynamic banners redirecting to the nearest dealership details & 3 calls to action: click to call, book a drive test, & dealership itinerary. Source: Admoove, Marques et Réseaux.com, November 2013, Mobile Marketer, & Nissan News, April 2014 FR
  23. 23. INTERNAL: Google Confidential and Proprietary OTHER BUSINESS MODELS FR - Zoomdle: revolutionizing m-shopping: flash & buy (slide 26)
  24. 24. Google Confidential and Proprietary Zoomdle : Revolutionizing m-shopping Client Overview Zoomdle is a new mshopping app, that was launched in April 2014. Mobile Vision Offer a new shopping experience thanks to an app that allows mag readers to flash & shop an item seen in magazines, as 74% of feminine press readers try to retrieve products they saw in magazines. Impact FR Good for users -can instantly shop an item seen in magazines, in only 4 clics -fast delivery in only 48 hours after 10 000downloads in only 2 weeks. 10new magazines to partner with Zoomdle by the end of 2014. (currently: Grazia, Biba) Source: Frenchweb & Axel Canus, CEO, interviewed for Dynamique-Mag.com, June 2014 Good for magazines -their magazine become shoppable -Zoomdle takes care of all the purchase & delivery process -a new way to reboost paper magazine versions

×