south asian mobile conference 2011 - garry

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  • Old border - blue from impact mobile – color borders
  • Lets make sure we like this image before I purchase it.
  • Lets make sure we like this image before I purchase it.
  • Try asking how many of the same sample would interrupt their intimate mobile moments for sex? A few may “mobilusinterruptus”.
  • south asian mobile conference 2011 - garry

    1. 1. Click2K’ChingThe Mobile Shopper & The Impulse Economy<br />Gary Schwartz, <br />CEO, Impact Mobile and Chairman, MEF North America<br />
    2. 2.
    3. 3.
    4. 4. billions of collective location data points<br />
    5. 5. beyond traffic<br />
    6. 6. <ul><li>Wellness: By tracking changes in movement and communication patterns Massachusetts Institute of Technology (MIT) Human Dynamics Laboratory where able to detect flu breakout before the students realized they were getting sick.
    7. 7. Emotion: Analyzed the emotional content of words used in millions of tweets allowed researches to gage Dow Jones index up to six days in advance with 87.6% accuracy.
    8. 8. Mood: Analyzed the emotional content of words used in messaging found that the happiest time is 8 p.m. Saturday; its unhappiest day is Tuesday.</li></li></ul><li>Mobile<br />Portable<br />(immobile?)<br />VS.<br />
    9. 9. Evolution<br />Devolution<br />Homo Sapiens<br />Neanderthensis<br />The Great Shopper<br />The Great Ape<br />Homo Mobilus<br />Homo Portibus<br />VS.<br />
    10. 10. sensory & data orthotics<br />
    11. 11. CRM in your pocket . . .<br />82% of US adults own a cell phone<br />Phone sales out-gunning portable/fix devices<br />1 Source: Pew Research Center’s Internet & American Life Project and The Nielsen Co. survey: April 29-May 30, 2010<br />
    12. 12. Store<br />Other<br />Store82%<br />Doctor’s office55%<br />Sporting event36%<br />VS.<br />In plane<br />14%<br />In church7%<br />Movie Theatre17%<br />11<br />
    13. 13. Interrupting path-to-purchase<br />Z MOT<br />F MOT<br />12<br />
    14. 14. Gartner Hype Cycle<br />13<br />
    15. 15. Mobile Super Hype Cycle<br />14<br />
    16. 16. Reach & <br />Frequency<br />Bells & <br />Whistles<br />VS.<br />15<br />
    17. 17. Messaging is the first click . . .<br />Use SMS to drive impulse conversion, measure click through to mobile web. . .<br />comScore, Inc. 2010<br />16<br />
    18. 18. 17<br />
    19. 19. APPs can get lost . . .<br />App Store Downloading Behavior – By Age <br />09, iPhone Owners<br />Source: Mobile Media Insights survey<br />18<br />
    20. 20. Web / APP navigation . . .<br />comScore, Inc. 2010<br />19<br />
    21. 21. Shrink<br />ReThink<br />(form)<br />(function)<br />VS.<br />
    22. 22. Vertical<br />Horizontal<br />(cross-channel)<br />(in-channel)<br />VS.<br /><ul><li>Avoid cross-channel disconnect!
    23. 23. Mobile needs to be a horizontal strategy
    24. 24. Activate traditional publishing mediums
    25. 25. Create a permission-based 2-way channel
    26. 26. Help the brand bridge to POS, WEB, CRM programs . . .</li></ul>21<br />
    27. 27. SO MO (Social to Mobile)<br />22<br />
    28. 28. Fix WEB to Mobile<br />VS.<br />23<br />
    29. 29. Tie mobile to basket<br />need to tie the consumer’s mobile number to the basket<br />Thanks for your entry. If you wish to join VIP club and receive deal alerts, reply VIP.<br />24<br />
    30. 30. Tie mobile to product<br />need to tie the consumer’s mobile number to the product<br />Thanks for your purchase. Your Angry Bird pillow has been shipped to your billing address. <br />25<br />
    31. 31. Rich data, rich real-time insights . . .<br />26<br />
    32. 32. QR2Web<br />SMS2Me<br />VS.<br />27<br />
    33. 33. Text message campaigns have greater than 15% response rates VS email with less than 1%<br />
    34. 34. The average text message is read within 4 minutesvs.email at 48 hours<br />
    35. 35. In recent A B testing with large retail D2C digital opt-in database with close loop redemption measurement to PoS:SMS 3x over email<br />
    36. 36. Put an “M” in front!<br /><ul><li>mobile coupons
    37. 37. mobile EPP
    38. 38. mobile rebates
    39. 39. mobile flyer subscription
    40. 40. mobile shelf talkers
    41. 41. mobile PoS
    42. 42. mobile commerce</li></ul>31<br />
    43. 43. How to connect to your shopper?<br />
    44. 44. Ask Coke<br />
    45. 45. 5 billion devices<br />1.6 billion servings<br />We’d like a Coke in the other hand of everybody with a mobile phone.<br />Just about every hand will have a mobile phone.<br />
    46. 46. Unless you’re trying to reach just about every person on the planet<br />. . Trillion<br /> Text messages<br />GHI<br />4<br />1<br />
    47. 47. Coke: “Whatever works”<br />SMS works. <br />As will credit card, NFC, etc.<br />Its not the mode that matters <br />36<br />
    48. 48. 37<br />
    49. 49. Ask Google<br />
    50. 50. Mobile<br />Online<br />Campaign Effectiveness Brand Metric Deltas<br />Mobile vs. Online<br />November 2007<br />-<br />December 2009<br />20%<br />Mobile Norms<br />Online Norms<br />15%<br />14%<br />15%<br />VS.<br />12%<br />10%<br />9%<br />10%<br />9%<br />6%<br />5%<br />3%<br />3%<br />2%<br />2%<br />2%<br />0%<br />Unaided Awareness<br />Aided Awareness<br />Ad Awareness<br />Message <br />Brand Favorability<br />Purchase Intent<br />Association<br />Delta: <br />Exposed <br />-<br />Control<br />
    51. 51. Nose 2 phone . . .<br />40<br />
    52. 52. Targeted Aisle<br />Store: Limited Aisle<br />WWW: Endless Aisle<br />Mobile: Targeted Aisle<br />
    53. 53. Digital  Virtual  Physical<br />Have you ever purchased any of the following products via your mobile device?<br />Non-Shoppers<br />Goods & Services<br /> Mobile<br /> Shoppers<br />Digital Only<br />59 million US mobile shoppers of physical goods or services<br />122 million when including digital goods<br />(Source: Informa WCIS Q4 2010, inMobi Mobile Shopping Research March 2011)<br />Base = Total respondents (US = 2,368)<br />Q4. Have you ever purchased any of the following products via your mobile device?<br />InMobi Consumer Perceptions on Mobile Shopping, May 2011<br />42<br />
    54. 54. With physical goods, purchase via mobile phone more important than purchase on mobile phone<br />When looking to purchase, how will you use your mobile device?<br />Research<br />Price comparison<br />Purchase<br />Local store<br />search<br />Local store<br />Search<br />Price comparison<br />Research<br />Purchase<br />Price comparison<br />Local store<br />Search<br />Research<br />Purchase<br />Price comparison<br />Purchase<br />Research<br />Base = Total in-market shoppers (Apparel=406; Consumer Electronics=498; Entertainment Tickets=313; Digital Content/Games=651)<br />Q11A-D. When looking to purchase <product>, how will you use your mobile device?<br />43<br />
    55. 55. Pizza Commerce<br />Storefront<br />BUY<br />VS.<br />
    56. 56. Pizza Commerce<br />Storefront<br />BUY<br />Targeted Offers<br />Limited Menu<br />Single-Click Exit<br />VS.<br />
    57. 57. “Bridge” Payment Solutions<br />Goal: Simple and secure way to connect a device to a party who can verify and settle a mobile payment or voucher. <br />Starbucks scans a trackable 2D code on the phone screen.<br />PayPal’s BUMP uses an accelerometer. If that doesn’t work, Fig Card provides shopkeepers a USB that communicates with a downloadable mobile APP over a store’s Wi-Fi network. <br />Shopkickuses proprietary hardware that emits special frequency sound wavesto a downloadable APP. <br />
    58. 58. M-Wallet Battles<br /> Who owns the shopper?<br />47<br />
    59. 59. Sticker / USB (PayPal)<br />Side Load (Bank)<br />Bundled (Carrier)<br />The NFC authentication process is centered around a Trusted Service Manager (TSM). The TSM manages the provisioning a device (Secure Element) for mobile payment. A TSM is the trusted party that communicates to the bank’s and mobile phone’s security system. Apple, Google and the wireless carrier can become a TSM and coexist on the devise. <br />48<br />
    60. 60. Cowhide<br />Phone<br />VS.<br />49<br />
    61. 61. Cowhide<br />Phone<br />Intimate Data<br />VS.<br />
    62. 62. Road blocks: Privacy<br />“Recent inventions and business methods call attention to the next step which must be taken for the protection of the person, and for securing to the individual … the right "to be let alone." …photographs and newspaper …have invaded the sacred precincts of private and domestic life …"what is whispered in the closet shall be proclaimed from the house-tops.”<br />The Right To Privacy, Harvard Law Review<br />51<br />
    63. 63. Road blocks: Privacy<br />“Recent inventions and business methods call attention to the next step which must be taken for the protection of the person, and for securing to the individual … the right "to be let alone." … photographs and newspaper … have invaded the sacred precincts of private and domestic life … "what is whispered in the closet shall be proclaimed from the house-tops.”<br />The Right To Privacy, Harvard Law Review Vol. IV , Warren and Brandeis, <br />December 15, 1890<br />
    64. 64. 6 Rules of M-Commerce<br />
    65. 65. Security: 6 Rules of M-Commerce<br />
    66. 66. Risk<br />Reward<br />Personal<br />Computer<br />Issuer<br />Phone<br />Consumer<br />Teller<br />ATM<br />Laptop<br />Card<br />Not<br />Present<br />3G<br />4G<br />WiFi<br />Cash<br />Checks <br />Cash<br />Checks<br />Cards <br />Merchant<br />Major Bank<br />4123 xxxx xxxx 5678<br /> Date<br />John Doe<br />VS.<br />MOTO<br />Consumer Risk<br />Rogue platforms<br />Merchant Risk<br />Spontaneous<br />Unattended<br />Issuer Risk<br />Wireless<br />Remote Access<br />Omnipresent<br />WLAN<br />Work<br />Home<br />Location<br />24 Hour<br />Branch<br />9 – 5<br />As remote access has migrated to mobile, risk has continued to increase<br />55<br />
    67. 67. www.iab.net<br />Linkedin: <br />IAB MOBILE<br />www.m-e-f.org<br />Linkedin: <br />MOBILE COMMERCE, SECURITY & PRIVACY (MEF)<br />
    68. 68.
    69. 69. Please join our Linkedin group:<br />“Mobile Commerce, Security & Privacy (MEF)”<br />

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