Hugh ritzema carter - sevenval e commerceexpo presentation

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Hugh ritzema carter - sevenval e commerceexpo presentation

  1. 1. Digital commerce in a multi-device worldChallenges & Success Factors of the ‘New’ Mobile CommerceLondon, 02.10.12
  2. 2. Agenda1. Intro2. Consumer Behaviour a. Smartphones b. Tablets c. Games Consoles d. Smart TV3. How consumers are using each device for retail4. Challenges & Opportunities presented to retailers by the multi-device world 2
  3. 3. IntroSevenval – A YOC Group Company 3
  4. 4. We are Mobile Experts. We’ve got the Technology. We develop your Solutions. Expertise Solutions & Services FIT Technology• Mobile technology and • Implementation of more • Development of own software solution provider since than 500 mobile projects product Sevenval FIT 1999 (mobile and multichannel Technology since 1999 websites, native and hybrid• More than 130 • Aggregation and adaption of apps) employees in Europe’s content / services and delivery hotspots London, Berlin, • Creation of mobile projects on all browser-based Cologne and Vienna from the idea beyond the channels launch• Fortune Global 500 • Long-time experience in companies trust in our • Award-winning mobile product development with technological expertise solutions for several clients own software product teams 4
  5. 5. Some of our clients 5
  6. 6. Customer Journey QR codes linking ATL to mobile site/ apps Mobile Media Access to pricing, product info & reviews anywhere Intrigue AttractUse social mediaon mobile to ‘like’& recommend Mobile coupons Awareness within mobile site/ apps Advocate Newsletter & Consider latest product Relationship Transaction Store locator on catalogue mobile site/ apps on mobile site/ apps Add products to Engage Convert mobile basket or Events, extra content, wishlist competitions via mobile Packaging QR codes Purchase on mobile linking to mobile (mCommerce) site/ apps, adverts, info 6
  7. 7. Consumer BehaviourHow internet-capable devices change consumer behaviour 7
  8. 8. The WebThe typical EU consumer spends the equivalent of1 day (25.9 hours) per month onlineOut of 397 million Europeans3 in 4 visit a retail site comScore 2012 8
  9. 9. The WebTHIS IS NOT THE WEB 9
  10. 10. The WebTHIS IS NOT THE WEB EITHER 10
  11. 11. The WebTHIS IS THE WEB 11
  12. 12. The Web% of websites traffic traffic originated from non-computer devices such as Mobiles & Tablets % of website originated from non-computer devices such as Smartphones & Tablets UK 16.40% Denmark 7.50% Ireland 11.50% Germany 7.00% Russia 10.40% Finland 6.80% Norway 10.00% Italy 5.60% Spain 9.70% Belgium 5.10% Switzerland 9.30% France 5.00% Sweden 9.20% Portugal 3.00% Netherlands 9.00% Poland 2.20% Austria 7.20% Turkey 1.80% comScore 2012 12
  13. 13. SmartphonesIn 2011, 28% of smartphone users in the UKpurchased a product on their phoneConversion rates on smartphones are 37% lower than on PC IBM 2012, Adobe 2012 13
  14. 14. SmartphonesIBM states that mobile devices shoppinghas increased by 138% (2011/2012)Furthermore, smartphones are heavily used as a research tool IBM 2012, Adobe 2012 14
  15. 15. SmartphonesThis number is bound to increase dramatically thanks to anincrease in optimized mCommerce experiences on offerIPSOS found out that 51% of customersare more likely to purchase from retailersthat have a mobile-optimised website comScore 2012, IBM 2012, Adobe 2012, Ipsos 2011 15
  16. 16. SmartphonesSo how has the smartphone changed customer’s shopping behaviour?• 63% state it has changed the way they gather information• 75% say mobile search makes their life easier• 32% say they use mobile search more than desktop search• 49% of mobile searchers made a mobile purchase Ipsos 2011 16
  17. 17. SmartphonesBelow is a graph of customer’s shopping activitieson the go in comparison to activities within a retail store On The Go Inside Retail Store Found store location 17.00% Took picture 22.00% Texted/ called someone 16.00% Compared product 14.00% prices Scanned a barcode 11.00% Researched product 13.00% features Sent picture to someone 10.00% Found coupons or deals 12.00% Compared prices 7.00% Researched features 5.00% Checked product 10.00% availability Found coupons or deals 4.00% Used deal-a-day 10.00% Checked availability 2.00% comScore 2012 17
  18. 18. Tablets2011 saw the release of numerous tablets across multiple platforms Apple iPad 2 BlackBerry Playbook comScore 2012, Adobe 2012, eMarketer 2011 18
  19. 19. TabletsTablets don’t replace PC’s or smartphones, but rather complementCurrently 21-50% of retailer’s non desktop traffic is coming from tablets VS. comScore 2012, Adobe 2012, eMarketer 2011 19
  20. 20. TabletsConversion rates on tablet are 20% higher than on desktop PCs41% of consumers who planned to buy an iPad citedshopping as their primary reason VS.Possible reasons:• Mobility in comparison to desktops and laptops• Ability to relax on the couch and watch TV while browsing the web comScore 2012, Adobe 2012, eMarketer 2011 20
  21. 21. TabletsBut it’s worth pointing out that tablet users have very high expectations comScore 2012, Adobe 2012, eMarketer 2011 21
  22. 22. Tablets• Expect fast online experience similar or better to than on their desktop• Expect high quality site• After a poor experience on a tablet 35% of users are less likely to visit the site on any platform• 33% are even less likely to purchase from that company all together after a poor experience on their tablet comScore 2012, Adobe 2012, eMarketer 2011 22
  23. 23. TabletsCommon problems experienced:• Slow loading times (66%)• Site crashes (44%)• Problems with the site functions (42 %)• Issues with the site format (40%) comScore 2012, Adobe 2012, eMarketer 2011 23
  24. 24. Multi-Device WorldIpsos & Google 2012 24
  25. 25. Multi-Device World 25
  26. 26. Multi-Device World 26
  27. 27. Multi-Device World 27
  28. 28. Game ConsolesMicrosoft has introduced Internet Explore for Xbox Kinect• Users have full voice control over the browser on the Xbox 360• Microsoft Smart Glass enables users to scroll around pages, click links, pinch and zoom• Users smartphones or tablets function as the remote to browse the web Edit title of presentation 28
  29. 29. Smart TV”People are buying smart TVs but they want to be able to go the next step.They want to be able to seamlessly search through Google for anyinformation that they want to find and they want to interact with it like theyare used to on their tablets or phones. They want to take things to the nextlevel.”Ben Law, Marketing Manager Sony UK Edit title of presentation 29
  30. 30. Challenges & Opportunities 30
  31. 31. User ExperienceThink Multi-Channel• Add mobile touchpoints• Incorporate your mobile activities into an integrated digital strategy 31
  32. 32. User ExperienceBe where your customers are• Optimise journeys on all devices, operating systems & browsers 32
  33. 33. User ExperienceConsider, Collaborate & Integrate• Social Media, Product Reviews & Price Comparison Sites are here to stay 33
  34. 34. FragmentationOS breakdown UK Android iOS Symbian BBOS Windows Other Nielson 2012 34
  35. 35. FragmentationiOS & Android Versions UK iOS 5.x Nielson 2012 35
  36. 36. FragmentationiOS updates• Within 2 weeks, 62% of the market have moved to the new iOS version All Versions 100% 90% 80% 70% 60% 5.1.0 50% 40% 5.0.1 30% 5.0.0 20% 10% 4.x 0% 3.x 36
  37. 37. TechnologyResponsive Web Design• A requirement not a solution 37
  38. 38. Technology 38
  39. 39. TechnologyHTML 5 standards are incomplete 39
  40. 40. TechnologyHTML 5• Great, but not a silver bullet"Theres rampant technology fragmentation across mobilebrowsers, so developers dont know which parts ofHTML5 they can use”“HTML5 is promoted as a single standard, but it comes indifferent versions for every mobile device”“Issues such as hardware acceleration and digital rightsmanagement are implemented inconsistently. That makesit hard for developers to write software that works onmany different phone platforms, and to reach a wideaudience”Facebook CTO Bret Taylor, World Mobile Congress 2012 40
  41. 41. TechnologyUse a framework which guarantees full compatibility with every device,OS version & browser...• Implement mobile technology that works with your existing infrastructure FITML Site Editor FITML Frontend HTML, CSS, Java FITML Script, Images,… Processor SOAP, XML, RSS JSON, … + FIT Device Application Database Backend Existing Source FIT Platform 41
  42. 42. Technology Placeholder SubtitlePayment• Collaborate with trusted payment providers• Reduce the number of steps to complete a purchase 42
  43. 43. TechnologyFuture ProofingEnsure that your mobile technology partner:• offers a solution that works with your new and existing sources• offers a solution that works on all devices, operating systems and browsers• has the ability to move development in-house• Provides external support and advice if and when needed Edit title of presentation 43
  44. 44. Customer Journey QR codes linking ATL to mobile site/ apps Mobile Media Access to pricing, product info & reviews anywhere Intrigue AttractUse social mediaon mobile to ‘like’& recommend Mobile coupons Awareness within mobile site/ apps Advocate Newsletter & Consider latest product Relationship Transaction Store locator on catalogue mobile site/ apps on mobile site/ apps Add products to Engage Convert mobile basket or Events, extra content, wishlist competitions via mobile Packaging QR codes Purchase on mobile linking to mobile (mCommerce) site/ apps, adverts, info 44
  45. 45. Thank You Hugh Ritzema-Carter UK Commercial Director T: +44 207 199 0119 M: +44 7870 600 282 @Hugh.Carter@sevenval.com

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