M-commerce means more Thomas De Vos

Full
service
mobile
agency
“Mobile
Ma4ers”
#ETS13

@tdevos
Thomas
De
Vos
woensdag 9 oktober 13

The
Reference,
part
of
Emakina
Group

What
is
M-‐commerce?
”The
delivery
of
electronic
commerce

capabiliGes
directly
into
the
consumer’s

hand,
anywhere,
via
wireless
technology.”
Source:
wikipedia

M-‐commerce
is
on
the
rise

E-‐commerce
2013
à +20,7%
Black
Friday
online
sales
2012

Black
Friday
online
sales
2012
-‐
mobile

Diﬀerence
between

e-‐commerce
and
m-‐commerce?

E-‐commerce
context
Fixed
loca7on
Not
distracted
–
long
a<en7on
span
Slow
decisions
OAen
mul7tasking
Trigger
mostly
online
(banners)
Fast
internet
Mouse/keyboard/touchpad
Easy
typing

M-‐commerce
context
Everywhere
Distracted
–
short
a<en7on
span
FAST
decisions
1
task
/
1
chance
Trigger
mostly
ini7ated
oﬄine
(print/shop
windows…)
Variable
internet
speed
Touch,
swipe,
tap
Diﬃcult
typing

Where
do
people

research
and
buy?

People
search
products
all
the
Gme
44% at home
19% On-the-go
12% in a store
Product research on mobile
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000

People
search
products
all
the
Gme
66% have researched a product or
service on their phone
16% have purchased a product or service
on their smartphone
(56% did it the past month)
53% make mobile purchases
at least once a month
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000

Source:
Google

n=1000
Thinkmobile
2012
12%
34%
56%
78%
100%
In
the
shop Online
14%15%
I
have
changed
my
mind
purchasing
a
product
or
service
thanks
to
mobile
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000

23%
42%
62%
81%
100%
Purchased
via
computer Purchased
in
shop
24%
32%
Research
on
mobile
that
leads
to
purchases
across
channels
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000

Top
3:
Finland,
Ireland
and
Germany
Belgium,
lagging
m-‐commerce
player
in
Europe
source:
Deloi>e
2012

People
are
sGll
afraid!

Screensize
is
too
small
Cannot
trust
credit
card
security
on
mobile
device
Not
used
to
smartphone
interface
Hard
to
compare
prices
and
options
Hard
to
type
It
takes
too
much
time
to
open
the
web
site
page
Cannot
see
detailed
product/service
information
0% 25% 50% 75% 100%
12%
18%
19%
20%
20%
33%
37%
Barriers
for
mobile
users
Source:
Google
Our
Mobile
Planet
May
2013
Belgium
n=1000

72%
of
consumers
expect

brands
to
have
mobile-‐friendly

sites

But
96%
have
been
to
sites
that
weren't
mobile-‐ready

The
reality…

The
reality

But
it
is
geZng
be[er…

Smartphone
versus
Tablet

“Consumers
don’t
care
about
plaUorms,
they
just

want
the
same
experience
on
every
device
in
front

of
them.“

Device
usage
diﬀerence

Smartphone
Shopping
AcGviGes

Tablet
shopping
acGviGes

Mobile
mostly
used
on
the
go,
for
well
deﬁned
straight
forward
tasks.

Focus
is
clearly
on
niches
and
geZng
things
done
easily.

Tablets
(desktop
replacement)
used
increasingly
to
do
product
research,
e-‐window
shopping,

product
comparisons,
reading
brands
and
product
reviews.
Two
track
approach

Spendings

Desktop
versus
smartphone
Smartphones
users
drive
a

• higher
share
of
m-‐
commerce
than
tablets

• but
lower
on
a
per
user

basis
-‐>
2x
more
smartphone

users
than
tablet
users

iOS
versus
Android

iOS
users
earn
more
and
spend
more

Mobile
site
VS
NaGve
app?
It
depends…

The
%mes
have
passed
when
you
can
do
with
a
mobile-‐
friendly
version
of
your
e-‐commerce
site
(alone)

Make
buying
via
a
smartphone
or
tablet
a
completely

different
experience!
Integrate
a
standalone
m-‐commerce
strategy
into
your

overall
retail
strategy.
Browse
first,
install
later
62%
comes
via
search
engines
Usage
frequency
defines
if
the
user
switches
to
app
It
is
not
a
technology
choice!

EXPERIENCE
–
BRAND
TOOLS
Push
noGﬁcaGons
Online/oﬄine
usage

Hardware
-‐
iBeacon
Performance
App
store
presence
In
App
Purchases
Passbook/coupons
Advantage
of
mobile
naEve
apps

Oct. Nov Dec Jan Feb March April May June July
V1Tablet
ready

website

Android
App. V1
Mobile
site
iPad
app
iPhone
App.
V1
V1
V1+2
V2
V2
Android
tablet

app
V1+2
Possible
mobile
roadmap

AdverGsing

Mobile
apps
can
be
promoted
on
Google

Mobile
apps
can
be
promoted
on
Google
Android

Mobile
apps
can
be
promoted
on
Google
AndroidiOs

Mobile
targeGng
and
conversion
tracking

Mobile
payments

NaGve
apps
-‐ In-‐App
payment
library
to
embed
in
your
own
app.
-‐ You
will
not
leave
the
app
-‐ For
iOS
and
Android
Mobile
payment
Mobile
websites
-‐ Mobile
Payment
Page
hosted
by
yourself

or
Ogone
-‐ All
devices

Conclusion

Deliver
your
clients
the
freedom
of
choice,
to
select
the

touchpoint
(website/mobile/store/etc…)
of
their

choice.
Think
browser
first
but
push
naGve
apps
asap.
Focus
on
smartphone
AND
tablet
(related
to
business)
Deliver
an
opGmum
mobile
experience
Offer
the
complete
customer
journey
on
mobile
(from

registraGon
to
payment)
Be
flexible
and
respond
fast
to
analyGcs
Top
take
aways

Bare
facts

Running
is
HOT
and
easy
accessible
Bare
facts

Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand

Bare
facts

Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand

Evy
Gruyaert
is
everywhere
Bare
facts

Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand

Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental

coach
approach

Bare
facts

Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand

Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental

coach
approach

She
crosses
the
border
with
her

“Flemish
accent”
Bare
facts

Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand

Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental

coach
approach

She
crosses
the
border
with
her

“Flemish
accent”
Podcast
concept
was/is
a
success

(about
1.000.000
downloads)
Bare
facts

Running
is
HOT
and
easy
accessible
“Start
2
Run”
is
a
well
known
brand

Evy
Gruyaert
is
everywhere
People
love
the
enthusiasEc
mental

coach
approach

She
crosses
the
border
with
her

“Flemish
accent”
Podcast
concept
was/is
a
success

(about
1.000.000
downloads)
Almost
everybody
runs
with

headphones
and
a
smartphone
Bare
facts

Current
Evy
podcasts
are

out-‐dated
–
ﬁrst
ediGon

2006

BUT…

Current
Evy
podcasts
are

out-‐dated
–
ﬁrst
ediGon

2006

Podcasts
are
not
oﬃcial

available
anymore
–
Most

illegal
downloaded
podcast

(10%)
ever
BUT…

Current
Evy
podcasts
are

out-‐dated
–
ﬁrst
ediGon

2006

Podcasts
are
not
oﬃcial

available
anymore
–
Most

illegal
downloaded
podcast

(10%)
ever
It
doesn’t
stop
with
5/10

kilometers…
BUT…

Current
Evy
podcasts
are

out-‐dated
–
ﬁrst
ediGon

2006

Podcasts
are
not
oﬃcial

available
anymore
–
Most

illegal
downloaded
podcast

(10%)
ever
It
doesn’t
stop
with
5/10

kilometers…
Every
runner
is
unique
BUT…

Perfect
Gme
for
a
mobile
app

StraighYorward
and
easy
to
use
Perfect
Gme
for
a
mobile
app

StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you

ﬁrst
name
Perfect
Gme
for
a
mobile
app

StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you

ﬁrst
name
InteracEve
/
no
linear
experience
Perfect
Gme
for
a
mobile
app

StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you

ﬁrst
name
InteracEve
/
no
linear
experience
For
the
beginner
as
for
the

advanced
runners
Perfect
Gme
for
a
mobile
app

StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you

ﬁrst
name
InteracEve
/
no
linear
experience
For
the
beginner
as
for
the

advanced
runners
Aﬀordable
Perfect
Gme
for
a
mobile
app

StraighYorward
and
easy
to
use
Personalised
Own
music
Running
on
feeling
or
heart
rate
Evy
even
encourages
you
with
you

ﬁrst
name
InteracEve
/
no
linear
experience
For
the
beginner
as
for
the

advanced
runners
Aﬀordable
For
iOS
and
Android
Perfect
Gme
for
a
mobile
app

FuncGonaliGes

Business
model

Freemium
model
Business
model

Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with

logo/name
or
speciﬁc
landing
page

(companies
for
their
employees)
Unlock
all
training
plans
With
a
speciﬁc
value
in
points
Business
model

Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with

logo/name
or
speciﬁc
landing
page

(companies
for
their
employees)
Unlock
all
training
plans
With
a
speciﬁc
value
in
points
Partner
product
placement
Business
model

Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with

logo/name
or
specific
landing
page

(companies
for
their
employees)
Unlock
all
training
plans
With
a
specific
value
in
points
Partner
product
placement
Specific
training
plans
for
events
Business
model

Freemium
model
Voucher
distribuEon
Vouchers
can
have
a
sponsor
with

logo/name
or
specific
landing
page

(companies
for
their
employees)
Unlock
all
training
plans
With
a
specific
value
in
points
Partner
product
placement
Specific
training
plans
for
events
Leads
towards
Energy
Lab
Business
model

Partner
sponsoring
concept

1
golden
partner
and
4
silver

partners
Partner
sponsoring
concept

1
golden
partner
and
4
silver

partners
Focus
on
added
content

value
Partner
sponsoring
concept

1
golden
partner
and
4
silver

partners
Focus
on
added
content

value
Product
placement
and
ads.
Partner
sponsoring
concept

1
golden
partner
and
4
silver

partners
Focus
on
added
content

value
Product
placement
and
ads.
Matching
philosophy
of
Start

2
Run
Partner
sponsoring
concept

1
golden
partner
and
4
silver

partners
Focus
on
added
content

value
Product
placement
and
ads.
Matching
philosophy
of
Start

2
Run
Necessary
for
a
quick
start
Partner
sponsoring
concept

1
golden
partner
and
4
silver

partners
Focus
on
added
content

value
Product
placement
and
ads.
Matching
philosophy
of
Start

2
Run
Necessary
for
a
quick
start
Promote
app
on
FB
pages

and
Twi`er
Partner
sponsoring
concept

Loyalty
and
rewarding
system

People
can
get
a

reducEon
on
running

plans
by
just
running
People
can
earn
points
by

comple1ng
a
training
session
The
points
can
be
used
to
buy

other
training
plans
Loyalty
and
rewarding
system

People
can
get
a

reducEon
on
running

plans
by
just
running
People
can
earn
points
by

comple1ng
a
training
session
The
points
can
be
used
to
buy

other
training
plans
Weekly
responsive

newsle`er
with
your

status

Loyalty
and
rewarding
system

What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
Unique
personalised
training
plans
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart

beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart

beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of

your
friends
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart

beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of

your
friends
More
social
elements.
People
oLen

run
together.
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart

beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of

your
friends
More
social
elements.
People
oLen

run
together.
…
What
will
the
future
bring?

Soon
mul1lingual
(FR/EN/…)
More
speciﬁc
event
training
plans
Unique
personalised
training
plans
Connec1on
to
mo1on
sensors
(Heart

beat/m7/…)
and
wearables
(Pebble/
Samsung
Watch…)
Remote
virtual
encouragements
of

your
friends
More
social
elements.
People
oLen

run
together.
…
Start
2
Bike?
Start
2
Walk?
Start
2

Ski?
What
will
the
future
bring?

Early
birds
GET
100
POINTS
for
free
If
you
install
the
app
and

register
before

Wednesday
9th
of
October
23:59
Be
fast
and
get
rewarded!
www.start2run.be

Visibility
Touchpoints
Conveniency
and
service
Client
sa7sfac7on
Metrics
and
user
insights
Loyalty
and
customer
in7macy
Revenue!
Mobile
M-‐commerce
means
more
…

M-commerce means more Thomas De Vos

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