Uniway seminar ecommerce - 2011 10 04 - v2


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- Mobile trends and platforms
- trends in Mobile commerce
- challenges and opportunities

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Uniway seminar ecommerce - 2011 10 04 - v2

  1. 1. Mobile commerceIn front of and behind the sceneOctober 04, 2011UNIWAY – marc.vanhoutteghem@uniway.be
  2. 2. 2 Mission statement Build efficient and secure Internet, Intranet, Extranet and e-business [multidevice] solutions
  3. 3. 24 October, 2011
  4. 4. Context and trends• Multichannel : off-line VS on-line• Integration of Social Platforms• Personalisation• Multidevice : smartphone, tablets, TV
  5. 5. Multichannel – off-line + on-line Presales Product Delivery After Sales Assistance Trans-action Payment Delivery ReturnsChannels Information Availability Status ServicesPrintTV/RadioStoreInternetLetterE-MailTelephoneFaxSMS/MMS Source: Accenture Multichannel Consulting
  6. 6. Multichannel communication Manage once deploy everywhere !
  7. 7. Multidevice communication and interaction
  8. 8. Explosion of the mobile market• Smartphones• Developement of wi-fi Mobile network under pressure Price of mobile data• 4G licences• Mobile applications and mobile web site
  9. 9. Explosion of the mobile market• Mobile : much more than just phones Web browsing capabilities to share products, information and comments in real-time. Applications that run on the smartphone. Online store can provide a Mobile Commerce interface for visitors shopping your site on an iPhone, Android or favorite smartphone.
  10. 10. Explosion of the mobile market• Time for Mobile applications Consumer Business• Time for Mobile commerce Mobile payment Mobile marketing
  11. 11. Mobile Trends• Mobile e-commerce
  12. 12. Mobile Trends• Mobile e-commerce
  13. 13. Mobile Commerce trendsBargain hunting has become extremely popular with apps like RedLaser thatallow users to scan product bar codes and discover it’s various prices atdifferent retailers. Shoppers are melding the two worlds of online/mobileshopping with actual physical shopping to make sure they get the best prices.
  14. 14. Mobile Commerce trends• Mobile ticketing Customers can order, pay for, and validate tickets anywhere or anytime from their cell phones.
  15. 15. Mobile Commerce trends• QR code
  16. 16. Mobile Commerce trends• QR code
  17. 17. Mobile Trends• Geo-location Services Showing nearby restaurants and ratings, mobile advertising, local news, events, and about local buildings.
  18. 18. Mobile Trends• Location-Based Services – Enable real- time physical retail / service opportunities Shopkick Finds deals and offers in your area
  19. 19. Mobile Trends• Mobile Social Networking More and more people are using the mobile web to socialize –Anywhere – anytime –Integration with device specific feature – Geolocalization – Picture/video capture + immediate publishing…
  20. 20. Mobile Trends• Augmented Reality Applications that recognize real world objects and display digital augmented reality experiences on top of them.
  21. 21. Mobile Trends• Augmented Reality
  22. 22. Mobile Trends• Augmented Reality
  23. 23. Mobile Commerce trends• Mobile payment Google Wallet –Proton-like Paypal Ping-Ping –Payment through SMS (micro payment)
  24. 24. Ping Ping
  25. 25. Mobile Commerce trends• Mobile payment Near field communication, or NFC – Allows for simplified transactions, data exchange, and wireless connections between two devices in close proximity to each other, usually by no more than a few centimeters – An NFC device may make a payment like a credit card by touching a payment terminal at checkout or a vending machine when a PIN is entered
  26. 26. Ping Ping
  27. 27. BUT…
  28. 28. Device interactions• How is interacting with a mobile device different from interacting with a PC? Shorter sessions Use on the move Reduced bandwidth Small screens
  29. 29. Device interactions• Amazon had an application for the smartphone: Compare prices at the bookstore Buy a book recommended by a friend whilst out for dinner Buying a movie whilst watching trailers at the cinema
  30. 30. Device interactions• What does this imply? Closer to impulse buying rather than more targeted shopping Need to make interaction fast
  31. 31. Device interactions
  32. 32. Devices
  33. 33. Screen Resolution Android Windows Phone iPhone/iPod touch Blackberry
  34. 34. Screen ResolutionClassic Web Design Mobile Web Design
  35. 35. Screen Resolution
  36. 36. Screen Resolution
  37. 37. Mobile Platforms• Symbian• Android• RIM• IPhone OS• Windows Phone• Bada
  38. 38. Mobile Operating System Year Symbian Android RIM iOS Microsoft Other OSs2011 Q1 27.4% 36.0% 12.9% 16.8% 3.6% 3.3% 2010 37.6% 22.7% 16.0% 15.7% 4.2% 3.8% 2009 46.9% 3.9% 19.9% 14.4% 8.7% 6.1% 2008 52.4% 0.5% 16.6% 8.2% 11.8% 10.5% 2007 63.5% N/A 9.6% 2.7% 12.0% 12.1% Source : Gartner
  39. 39. Native applications VS Mobile Web sites
  40. 40. Technical constraints Language Learning IDE Portability Development Curve tool costSymbian C++ Difficult Many Choices, Only Symbian Varies Carbide C++Android Java Average Eclipse unknown FreeWindows C#, VB Average Visual Studio Only Windows Variesphone PhoneiPhone Objective-C Average Xcode Only iPhone Free, distribution costsWeb (x)html Easy Many Excellent Free
  41. 41. Native applications VS Mobile Web sites
  42. 42. Responsive design “how you can deliver a qualityexperience to your users no matterhow large (or small) their display.”
  43. 43. Native applications VS Mobile Web sites• Native apps Pros: native capabilities, faster speed, appstore ‘prestige’, tap into ‘app culture’ = user experience Cons: platform specific development & maintenance, updates incumbent upon users, appstore ‘noise’, mobile store entry rights, require download• Hybrid apps are an emerging alternative Bring native device capabilities to mobile web Eliminates cons of native apps while maintaining the pros Not ready for prime time yet; Technology gap still closing
  44. 44. Native applications VS Mobile Web sites• How HTML5 will it effect the mobile applications space? Phones with a mobile browser that has HTML 5 rendering capabilities will be able to run web applications directly without any downloading and installation of apps. As for developers, there will no longer be a need to develop for different mobile platforms, making what we discussed under Mobile OS earlier irrelevant. companies behind mobile phones, such as Apple, will have lesser control over the applications that are made available to their phone users.
  45. 45. Native applications VS Mobile Web sites• The future of the Mobile Web is dominated by… Apps built specifically for iPhone, Android, or any other platform ? Cross-platform browser-based mobile web sites ?
  46. 46. Mix of both• Victoria’s secret web site
  47. 47. Mix of both• Victoria’s secret IPAD applications
  48. 48. Mix of both• Victoria’s secret Iphone applications
  49. 49. ConclusionMobile Commerce “Reality” ;)