Mobile Commerce Update (行雲會 Sharing)
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2013. 12 行雲會 Sharing Mobile Commerce Trends
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Mobile Commerce Update (行雲會 Sharing)
- 1. Mobile Commerce Essentials 行雲會 Sharing 2013. 12
- 2. Agenda Market Trends What Challenges Recommendations
- 3. Market Trends Mobile First is Not the New Priority Tablet shipments surpassed Desktop PCs and Notebooks since Q4’12 But The Priority Source : KPCB 05/2013
- 4. Mobile users tend to be situational Native mobile apps will continue to preferred by consumers over web based applications Users will use the mobile web when an app is not available or not commonly used
- 5. Mobile Commerce Influencing Behavior + Driving Revenue Consumers prefer m-Commerce Global and regional eCommerce players have started heavily investment and focus mobile By 2015, mobile traffics will exceed over 50% in top 500 eTailers Location-based mobile advertising continually drive in-store traffic, as well as help increase sales Reward influence behavior in real-time Sources : Google Think Insight, eMarkter, BI Intelligence
- 6. Always-on Connected Commerce The line between offline and online shopping with mobile is blurring Consumer now have a Store in their pocket to use online, offline and in-line Mobile Shopping Big opportunity for Retailers Consumer now have a Store in their pocket to use online, offline and in-line Omni-channel shoppers spend more than multi-channel shoppers
- 7. Quick Pace of Tech Innovation Mobile Payment solutions are emerging SoLoMo and Gamification have been harnessed to increase traffic drive sales and user engagement Everything that rises must converge Data emerges as effective marketing’s key currency Source : BI Intelligence Reports
- 8. Asia-Pacific mobile consumers are outpacing other regions in terms of mobile purchasing
- 9. Something to learn from China : Volume + Innovation China IOS + Android users surpassed USA in Q1’13 China leads US in Mobile + Internet Spent Time Alibaba Gross Merchandise Volume Surpassed Amazon + eBay since Q4’12 Source : KPCB 05/2013
- 10. Some Challenges Quick Pace of Tech Innovation – Double-edged Sword Showrooming & Reverse Showrooming In time user intelligence and effective personalization cross channels, always on connected commerce
- 11. Recommendations Embrace connected shoppers Provide omni-channel and frictionless shopping experience Enhance personalized user experience including In-store personalization
- 12. Thank You
Editor's Notes
- 1. Mobile Is the “Priority” - Mobile is mainstream now and will grow to dominate client computing for e-commerce. - Smartphones + Tablet > PC + Desktop since end of 2010. Tablet shipments surpassed Desktop PCs and Notebooks since Q4’12 < 3 years - Mobile is the only media which has high growth of Avg time spent (50%+). The rest media are either under 5% or negative growth - When designing a site for speed and UEX, the trend has been and will continue to be to start with mobile and evolve the design up to larger screens using responsive design techniques.
- 2. Mobile visitors tend to be situational When an app is available on their devices, they will use it, but they will use the mobile web when an app is not available. Native mobile apps will continue to preferred by consumers over web based applications because they are more responsive. When designing a site for speed and UEX, the trend has been and will continue to be to start with mobile and evolve the design up to larger screens using responsive design techniques. RSD example http://socialdriver.com/2013/06/50-best-responsive-website-design-examples-of-2013/ http://www.starbucks.com
- 3. Mobile Commerce Apps -> Changing Behavior + Driving Revenue & ROI For Retailers Top 3 Reasons Consumer Prefer m-Commerce : On the Go Convenient, Special Discount / Coupons, Price Comparison anytime, anywhere Global and regional eCommerce players have started heavily investment and focus mobile - US m-commerce sales will nearly double by 2015. By 2015, mobile traffics will exceed over 50% in top 500 eTailers. Top 500 e-Tailers mobile traffics share had reached 25% in 2012. - Location-based mobile advertising continually drive in-store traffic, as well as help increase sales - Reward / Influence behavior in real-time via mobile apps In 2013, eBay’s U.S. mobile retail sales will increase by about 54% to $8.8 billion from $5.7 billion in the prior year. While that’s strong growth from a substantial base, eBay isn’t growing as fast as the total U.S. mobile commerce market,
- 4. The line between offline and online shopping with mobile is blurring Consumer now have a Store in their pocket to use online, offline and in-line Consumers are able to locate the best priced inventory whether national or local, as well as identify the retailer closest to the consumers’ location with the best price eBay blurs the line between offline and online shopping with mobile. Through the company’s acquisitions of RedLaser, Milo, and WHERE, consumers are able to locate the best priced inventory whether national or local, as well as identify the retailer closest to the consumers’ location with the best price. Additionally, eBay can now deliver promotions for coffee beans to the consumer that purchased the coffee maker through its PayPal Media Network (formerly WHERE). The acquisition of GSI should further eBay’s initiatives to bring the consumer and merchants together online and offline. “Always-on commerce” is a subtle but significant evolution from “everywhere commerce,” brought on by consumers’ ubiquitous connectivity, Source : eMarketer report, “Key Digital Trends for 2014.” Mobile Shopping -> Bigger & Better Opp for Retailers ever The combination of portability, connectivity and relative affordability gives the smartphone a privileged place in driving always-on commerce. Unlike tablets, smartphones are more frequently used on the go, often to assist in a purchase that in many cases does not necessarily terminate on the device. Even if tablets generate far higher on-device sales, smartphones play a unique role as the fulcrum between digital and physical retail. Omni-channel approach will track customers across all channels. Research has shown that Omni-channel shoppers spend up to 15%-30% more than multi-channel shoppers[5] and exhibit strong brand loyalty, often influencing others to patronize a brand. Research has shown that omni-channel shoppers spend up to 15%-30% more than multi-channel shoppers[5] and exhibit strong brand loyalty, often influencing others to patronize a brand. Influence purchase decisions in-store - App data on coupon usage or shopping habits can be used to offer in-store details or upsell the customer on specific items. Intelligent targeting: Use smarter push notifications - Now with segmentation and localization features, retailers can specifically message customers when they are close to the store, with the goal of pulling them in to shop.
- Mobile payment solutions like Google Wallet and Square are emerging as full-service shopping apps, not just transactional tools. Apps like Passbook could allow mobile commerce to carve out a larger share of retailing dollars as big retailers sign on. Square, for example, has offered merchants the ability to design loyalty discount programs and track customers via the Pay With Square app. Mobile payments solutions also come into play again, underscoring how central they might become to the entire mobile commerce landscape. Payment apps, like PayPal Here and Square, use location data to present users with menus of nearby stores that accept their services — in effect transforming the digital wallet into a dynamic shopping map. ** SoLoMo and gamiifcation are effective antidotes to the showrooming bogeyman. SoLoMo & mobile gamification can be harnessed to increase traffic, but also to drive sales and engagement in the store Tagging & Pinnin like Pininterest and swaag increase traffic and help drive sales and user engagement Shopkick and Jingit FourSquare and Yelp as referral site for retailers Tagging and pinning: The rise of Pinterest, mobile native fashion apps. In the U.S., Pinterest saw 139 million visits in September 2012 compared to 9.2 million in the same period last year. One in five Pinterest users purchased something they have pinned. Company examples : Swaag and Pininterest Everything that rises must converge Data emerges as effective marketing’s key currency i.e. Mobile is the channel of choice for social, forcing minimum requirements on mobile now to include deep social integration to enhance the mobile experience and enable users to share favorite products and purchases with their networks as part of their shopping experience.”
- Asia-Pacific was outpacing other regions in terms of mobile purchasing—for a wide range of products. For example, 49% of respondents in the four countries included in the survey (Australia, China, India and Japan) had purchased apparel—well above the 39% worldwide average—and 45% had bought groceries, exceeding the 29% worldwide total. GlobalWebIndex’s “State of Global E-Commerce Report 2013 According to the study, 43% of smartphone users in China were mobile shoppers. Ecommerce apps are by far the most popular means for China’s mobile buyers to search for products, according to CNNIC’s “2012 China Online Shopping Market Report,” released in March 2013. Out of the 3,000 online buyers (those who had made an online purchase via mobile in the past six months) surveyed, 53.6% of respondents said they favored this channel over any other. Search engines ranked second, at 28.6%.
- Quick pace of tech innovation: Payments and online tech is changing fast enough to keep even major retailers on their toes. It's never clear where the next disruptive technology will come from. App vs. mobile web & RSD ? How much features we would like to offer when across channels… AR From smartphone & tablet cycle enter into the next cycle – wearables, scanables, driverable (a car or computer Showroom issuethe smartphone consumer, who evades mark-ups by "showrooming" (inspecting products in a store, while searching on smartphones for bette prices online). With mobile devices, consumers are empowered and retailers may have less control over the shopping experience. bricks-and-mortar retailers such as Best Buy are locked in battle with app-savvy digital retailers But it's also the case that many retailers have not turned the mobile opportunity to their own advantage.
- Embrace the connected shopper Mobile is such an effective channel, expect to see more time- and location-based offers sent via mobile alerts. Offer specialized offers based not only on shoppers’ preferences, but on factors such as time of day or specific locations. Provide Seamless omni-channel experience Shoppers will increasingly expect their shopping carts to sync across mobile and PCs. Wal-Mart, Amazon, and eBay all facilitate this. Watchlist, recent search and shopping cart are across devices. Mobile is spurring a wave of impulse buys, and only those e-commerce players with streamlined mobile-based checkout systems stand to convert a high conversion The lack of keyboards and mouse-guided cursors means that the old mantra about "frictionless shopping," championed by Amazon's one-click philosophy, becomes even more crucial. Personalized User Experience + In-store personalization With mobile commerce, businesses can count on the fact that only one user is accessing their website from any given mobile device. The fact that a mobile phone is a personal device means that the user’s web experience can be as well. In the same way that Netflix recommends films to watch based on your past purchases, websites can target users with relevant information in order to provide the best possible customer experience. Apps will become personalized and more helpful in-store and will adapt based on a customer’s location. For example, if a consumer has a retailer’s app, the app experience will change once he or she enters a store. The app transforms into an in-store locator with a map of the store, alerting customers where items are located. The app can also suggest products based on customer preferences, provide mobile coupons, and information about location-specific sales and events.