Mobile and M-Commerce. The complete picture - Kevin Edwards


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Mobile and M-Commerce. The complete picture - Kevin Edwards

  1. 1. Mobile & M-Commerce: The Complete Picture Kevin Edwards, Affiliate Window [email_address] Get tweeting: #A4UB4
  2. 3. The Affiliate Landscape The Mobile Landscape
  3. 4. 27% of adults have a smartphone, (60% YoY increase)* 47% of teenagers have a smartphone (87% YoY increase)* ...Phenomenal adoption: can we keep up...? *Ofcom, Communications Market Report, August 2011
  4. 5. The iPhone is aspirational and enjoys the highest ABC1 concentration 16-24 yr olds prefer the Blackberry (37%) to the iPhone (25%) … mobile offers fascinating insight into users *Ofcom, Communications Market Report, August 2011
  5. 7. iPhone records twice as many clicks as the iPad Apple devices have 70% traffic
  6. 9. iPad’s high conversion closes the gap Apple takes 73% of sales In Aug iPad made 50% of sales
  7. 14. Mobile strategies Mobile Non-mobile Mobile Current 50/50 split on sales
  8. 15. <ul><li>“ Blackberries are owned by people who think they're incredibly important, whereas iPhones are owned by people who think iPhones are incredibly important and Android phones are owned by poor people who don't matter.” </li></ul><ul><li>The Daily Mash, 13/10/11 </li></ul>
  9. 16. Typical users? <ul><li>Teenagers </li></ul><ul><li>Low disposable income </li></ul><ul><li>Consumer of the future </li></ul><ul><li>High ABC1 disposable incomes </li></ul><ul><li>Early adopters </li></ul><ul><li>Comfortable with tech </li></ul><ul><li>Smartphone entry point </li></ul><ul><li>Fastest growth </li></ul><ul><li>Typically less valuable </li></ul><ul><li>Demographic changing </li></ul>
  10. 17. Mobile basket dissected
  11. 18. ‘ True’ mobile sales (excluding iPad) 5.9% 94.1%
  12. 19. 0.1% of overall sales in September 2011 came from mobile checkouts Mobile sales occurring in spite of, not because of online efforts
  13. 20. What do they have in common?
  14. 21. Does it make a difference? 2.1% sales through mobile 4.2% sales through mobile (with iPad) 3.1% sales through mobile 5.4% sales through mobile (with iPad)
  15. 22. Are they incremental sales? At present, we don’t know Advertisers focus on the iPhone Sector & time considerations (low basket, impulse) m-commerce sites enable mobile optimisation and happy customers...
  16. 23. The dilemma <ul><li>Hugely successful affiliate </li></ul><ul><li>Burgeoning sector worth c.£1bn </li></ul><ul><li>Over indexes on many customer quality indices </li></ul><ul><li>Created powerful retail brand (top 50 UK Hitwise retail sites) </li></ul><ul><li>Offers range of promotional opportunities </li></ul><ul><li>Focused on demonstrating incremental sales </li></ul><ul><li>Multi-channel – 2011 app launched... </li></ul>
  17. 24. The dilemma
  18. 25. Missed opportunities? DevMobile “ Probably . My other app based on Dutch retailer , saw conversion increase from 8 to 12%: a 50% increase in sales.”
  19. 26. <ul><li>TRACK ... </li></ul><ul><ul><ul><ul><li>… and they will come… </li></ul></ul></ul></ul>
  20. 27. Just the ticket <ul><li>Mobile sales: 5.7% </li></ul><ul><li>Travel ticket advertiser mobile sales: 46% </li></ul>Mobile sales: 6.8% Mobile sales: 7.7% As % entertainment advertiser: 45%
  21. 28. Closing the loop
  22. 29. Follow the consumer <ul><li>17% of mobile phone users downloaded a voucher on their mobile device in Q1 2011 </li></ul><ul><li>32% of shoppers would not have bought it they didn’t have a voucher </li></ul><ul><li>10% MVC traffic through mobile... </li></ul>(Neilsen)
  23. 30. Voucher insights <ul><li>High traffic, fewer sales </li></ul><ul><li>Female, high earners </li></ul><ul><li>iPhone/Android now neck and neck </li></ul><ul><li>Used to increase footfall & AOV </li></ul><ul><li>Connection speed issues </li></ul><ul><li>What impact will NFC have? </li></ul><ul><li>Strong offer = wider geographic reach: B&Q </li></ul>
  24. 32. Let’s do it better <ul><ul><li>NETWORKS : Better reporting </li></ul></ul><ul><ul><li>ADVERTISERS : Mobile sites with tracking </li></ul></ul><ul><ul><li>AFFILIATES : Use the technology </li></ul></ul>Mobile performance innovation
  25. 33. Opportunities? <ul><li>Call tracking </li></ul><ul><li>Click to sale for touchphones </li></ul><ul><li>Excellent conversions </li></ul><ul><li>Expands CPA realm (CPCall, CPA) </li></ul><ul><li>Reinvigorate search? </li></ul><ul><li>Mobile AdNetworks </li></ul><ul><li>Cheap inventory </li></ul><ul><li>Comes with the territory </li></ul><ul><li>CPM on a CPA? </li></ul><ul><li>New publisher opportunities? </li></ul>
  26. 34. <ul><li>Affiliates are becoming multi-channel : </li></ul><ul><ul><li>Understand the range of activity </li></ul></ul><ul><li>Incremental sales or minimising lost traffic? </li></ul><ul><li>Reporting requirements heightened </li></ul><ul><li>Tracking is a serious threat </li></ul><ul><li>Prioritise, test and optimise </li></ul><ul><li>Who knows how big mobile could be…? </li></ul>Some final thoughts
  27. 35. ? Kevin Edwards, Affiliate Window [email_address] 020 7553 0354 Sign up for the Strategy Newsletter [email_address] Thank you!