Mobile Commerce - Strategic Choices

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A quick framework for retailers considering mobile commerce options.

A quick framework for retailers considering mobile commerce options.

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  • 1. Background: Mobile Commerce OptionsCustomer Facing – Aligned with Device Type Background >> Goals >> Problem Statement >> Recommended Solution DeviceApproach Smartphone Tablet Mini (7 inch +/-)Desktop optimized siteMobile optimized siteResponsive web designHybrid web appHybrid native appNative appDominating Platforms iOS iOS iOS Android Android Amazon Kindle Surface (Windows) Android Nook Surface (Windows) Blackberry Asus …1
  • 2. Share of M-commerce: Non-digital GoodsAligned with Device Type Background >> Goals >> Problem Statement >> Recommended Solution Traffic Conversions Traffic Conversions Traffic Conversions Device Approach Smartphone Tablet Mini (7 inch +/-) Desktop optimized site Mobile optimized site Responsive web design Hybrid web app Hybrid native app Native app Dominating Platforms iOS iOS iOS Android Android Amazon Kindle Surface (Windows) Android Nook Surface (Windows) Blackberry Asus Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks … 2
  • 3. Share of Mobile Conversions by PlatformAligned with Device Type Background >> Goals >> Problem Statement >> Recommended Solution iOS iOS 75-80% 75-80% Android No data Android 15-20% 15-20% Device Approach Smartphone Tablet Mini (7 inch +/-) Desktop optimized site Mobile optimized site Responsive web design Hybrid web app Hybrid native app Native app Dominating Platforms iOS iOS iOS Android Android Amazon Kindle Surface (Windows) Android Nook Surface (Windows) Blackberry Asus Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks … 3
  • 4. Evolution of the Top Strategic Goals for MobileClient-Verified Background >> Goals >> Problem Statement >> Recommended Solution iOS iOS 75-80% 75-80% Android No data Android 15-20% 15-20% Device Approach Smartphone Tablet Mini (7 inch +/-) Desktop optimized site DW DW DW • Appropriate Brand Presence Mobile optimized site DW DW DW Responsive web design DW DW DW • Brand Presence + Improved Digital Commerce Hybrid web app Hybrid native app Conversions Native app • Sophisticated, Relevant Brand Engagement + iOS Android iOS Android iOS Amazon Kindle Improved Commerce Conversions Surface (Windows) Android Nook Surface (Windows) Blackberry Asus … 4
  • 5. #1 Reason to Advance to Mobile Native:Friction in the UX Slows Commerce Background >> Goals >> Problem Statement >> Recommended Solution Mobile drives growth, native apps drive the bulk of the engagement and yet the majority of retailers are still at the stage of optimizing their mobile web sites. Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks50% of mobile web users are unlikely to return to a site that they had trouble accessing fromtheir phone. - *2012 Microsoft Tag survey63% of those who have a poor experience with a companys mobile channel arent willing to dofurther business with that company across any channel. – Harris Interactive, Mobile Transactions Study5
  • 6. Mapping Top Retailer Goals for MobileAligned with Approach Background >> Goals >> Problem Statement >> Recommended Solution Based on strategic goals for Mobile, retailers can choose the best single approach, or ‘mix-and-match’ for best results. Device Approach Smartphone Tablet Mini (7 inch +/-) Desktop optimized site Mobile optimized site Appropriate Brand Presence DW Responsive web design Brand DW Presence + ImprovedDW Digital Commerce Conversions DW Hybrid web app Hybrid native app Native app Sophisticated, Relevant Engagement + Improved Commerce Dominating Platforms iOS iOS iOS Android Android Amazon Kindle Surface (Windows) Android Nook Surface (Windows) Blackberry Asus … 6
  • 7. Recommendation:Move forward with tablet commerce in 2013 Recommended Best Practices • Be responsive! Responsive Design is more important than ever. • Usability: Test tablet experiences on a variety of models, including web-enabled e-readers. Use your web analytics to prioritize which tablets drive you highest traffic. • Dedicate pay per click campaigns to tablets. Google Adwords allows you to target tablets specifically. Measure tablet campaign performance and bids separately. It may make sense to create day-parted campaigns for weekends. • Invest in apps when there is a business case to do so. A Mobile-optimized HTML5 site can work like an app, but some brands and sites will benefit from the native features of an app like GPS, camera, shake and gestures.7
  • 8. Appendix8
  • 9. Key Data Points – the Tablet is at #1Mobile Drives Opportunity and Apps Rule Android Android No data Android 15-20% Android No data 15-20% 15-20% 15-20% Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks 9
  • 10. More Infographic and Market Data Growth of tablet use Higher AOV Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks; Adobe10