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M-commerce innovation sample deck


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M-commerce innovation sample deck

  1. 1. M-commerce Innovation Briefing9th November, 2011 Using mobile marketing to createPresented by buzz and drive salesJames Gurd
  2. 2. Mobile’s here… no wait, it’s coming. But it is finally here: M-commerce only 2% of e-commerce in 2011 but expected to rise to 7% by 2016. (Source: Forrester, June 2011) 77% world‟s population are mobile subscribers (5.3bn). Mobile searches have quadrupled in last year – 1 in 3 searches are local. >300k apps developed in last 3 years and apps downloaded 10.9bn times. M-payments will be worth US$86.1bn in 2011, up 76% vs. 2010. (Source: Gartner, July 2011) Global NFC m-payment transactions will reach $50bn by 2014. (Source: Juniper, June 2011) | 2
  3. 3. Please note:Sample presentation only.Please download the fullpresentation from:
  4. 4. The social contextThe desire for immediacy andstimulation:We‟re restless – sitting still and doingnothing is a rarity.We want content to be accessible,always.We‟re conditioned to consume.I’m loyal, where’s my reward?!We want something for nothing.Humans have an innate urge to react.Mobile promotions can drive multi-channel activity.Shopkick‟s „kickbucks‟ promotionincreased store visits on Cyber Monday.[More on Shopkick later] | 4
  5. 5. Desktop vs. mobile crossover imminent Penetration of smartphones in business & private lives Social networking increasing 24x7 connectivity Need to share everything e.g. Gowalla, Foursquare Sharing with people we have never met e.g. Twitter Desire to access information/content on the move e.g. customer reviews, AR Social media functionality – Facebook Connect | 5
  6. 6. Innovation is in the air: we’re creatingDigital marketers and agencies are learning how to engage people offline usingmobile triggers.Pop-up store windows that enable people to interact with the products viamobile devices e.g. Net-a-porter Window Shop via The Window Shop app forSmartphone and iPad 2Virtual stores in offline spaces e.g. Tesco Homeplus using QR codes to gainmarket share in South KoreaRestaurants making the dining experience interactive e.g. RadissonEdwardian using QR codes to allow diners to watch chefs preparing mealsMobile apps to enhance the in-store retail experience e.g. Debenhamsbarcode scannerRecommended reading (if you haven’t already)Chris Lake‟s Econsultancy blog post on Multichannel innovation: 15 brilliantexamples from 2011. | 6
  7. 7. Mobile stores vs. mobile apps debateThe advantage of mobile stores?Appears inside the browser of any internet-enabled mobile device.Accessible by 99% of web-enabled devices.Don‟t need a user to download anything – just access the site via theirbrowser.If set up correctly can detect the user‟s device and automatically formatcontent for optimal viewing.The advantage of mobile apps? Native on devices so enable enhanced functionality Example is barcode and picture scanning Apps can be more immersive | 7
  8. 8. The user journey is essentialExample: Tree-AthlonLondon 2010 poster onunderground platform You need reception for the QR code scanner. Most mobile devices will have zero reception at most London Underground stations. QR code drives people to main website, not a site optimised for mobile.Digital marketers need tothink through the userjourney and experiencecarefully. | 8
  9. 9. Adding location to your updatesThrowing its hat into the mix for LBS tokeep up with consumer demand forcheck-ins.For business:Can add a new place for each businesslocation.Places can be turned into proper Facebookpages.For users:Can be done via mobile and desktop.Can check-in on your own or add friends youare with.Only shows on friends feeds when they haveapproved the check-in if they are new toFacebook Places.People can disable this by turning off“Friends can check me into places” in privacysettings. | 9
  10. 10. B2B Market contextB2B mobile marketing spend in the US willreach $106m by 2014. (Source: Forrester) Rapid growth from $26m in 2009. By 2014 there will be 90% mobile penetration and 6.5bn global mobile connections. Read rates of over 98% make SMS marketing a high- value channel. 64% business decision makers read email via mobile devices.Use of mobile devices: Worth reading: Unlike consumers, professionals must stay connected for time sensitive decisions. ny/b2b-mobile-marketing-10step- starter-guide-2882873 Smartphone due to eclipse feature phones in 2011. 60% mobile phones supported by 3G by end of year. Mobile users to eclipse desktop users by 2014. IDC predicts that 1.2bn workers will be using mobile enterprise phones in 2011. | 10
  11. 11. Please note:Sample presentation only.Please download the fullpresentation from:
  12. 12. About Econsultancy Econsultancy is a digital publishing and training group that is used by more than 200,000 internet professionals every month. The company published practical and timesaving research to help marketers make better decisions about the digital environment, build business cases, find the best suppliers, look smart in meetings and accelerate their careers. Econsultancy has offices in New York and London, and hosts more than 100 events every year in the US and UK. Many of the world’s most famous brands use Econsultancy to educate and train their staff. Some of Econsultancy’s members include: – Google, Yahoo, Dell, BBC, BT, Shell, Vodafone, Virgin Atlantic, Barclays, Deloitte, T- Mobile and Estée Lauder.| 12