This document discusses the future of commerce and how mobile devices are changing customer expectations and business models. Some key points made include: - Nearly half of Australians have owned a smartphone for less than a year and 33% of Australian households have at least one tablet device - Mobile and tablet commerce accounts for 10% of US ecommerce spending and 47% of website traffic in Australia - By 2016, Amazon is projected to have 26% of the global e-commerce market share - Customers expect personalization, information, and consistent pricing across all channels from retailers - The customer experience will be the key differentiator for organizations by 2017 - Businesses must be willing to disrupt their entire operations

1. THE FUTURE
OF COMMERCE
Graham Jackson, MD hybris Australia
@Graham_Jackson

2. THE FUTURE IS NOW.

3. NEARLY HALF OF
AUSTRALIAN
SMARTPHONE
OWNERS HAVE
OWNED ONE FOR
LESS THAN A YEAR
(104% growth to 49% of population)
Source: ACMA

4. 33% OF AUSTRALIAN
HOUSEHOLDS
HAVE AT LEAST
ONE TABLET DEVICE,
UP FROM ONLY 2%
LESS THAN THREE
YEARS AGO.
Source: Neilsen

5. ALREADY MOBILE (INC TABLET) IS…
Sources: eMarketer, IAB, IBM Digital Analytics Benchmark, Gartner, Gartner, Strategy Analytics, Forrester, Neilson
10% OF US ECOMMERCE RETAIL $$
47% OF SITE TRAFFIC IN AUSTRALIA
$1bn OF 21012 AUS CE SPENDING
27% OF GLOBAL WEB TRAFFIC
BUT ONLY 1% OF THE AD MARKET

7. Interest in buying in next 6 months
among USA kids ages 6-12.
48%
39%
34%
34%
33%
31%
31%
29%
29%
28%
26%
25%
21%
20%
20%
19%
19%
18%
16%
14%
14%
9%
8%
6%
4%
iPod Touch
iPhone
Kinect for Xbox 360
Computer
iPad
Nintendo WII U
iPad Mini
Nintendo 3DS/3DS XL
Tablet Computer other than iPad
Nintendo DS/DS Lite/Dsi/Dsi XL
Sony Playstation 3
Microsoft Xbox 360
E-Reader
Nintendo WII
Smartphone other than iPhone
Kindle Fire
Smart TV
PlayStation Portable
Android Smartphone
PlayStation Vita
PlayStation Move
Samsung Galaxy (Note or Tab)
Other Mobile Phone
Microsoft Surface
Apple TV
Source: Nielsen, 11/12

8. AND THAT’S JUST MOBILE.
THAT DOES NOT ACCOUNT FOR
SOCIAL, GLOBAL, LOCAL,
CONVERGENT FACTORS THAT
CROSS VERTICALS AND
THREATEN PROTECTED
GARDENS & WALLS.

9. TODAY WE ARE
FACED WITH A
REIMAGINATION OF
NEARLY
EVERYTHING.

10. UBIQUITOUS CONSUMER CONNECTIVITY.
UNPRECEDENTED INNOVATION. ULTRA
COMPETETIVE ECOSYSTEMS. FEARLESS &
RELENTLESS ENTREPRENUERS. ABILITY TO
SCALE MASSIVE CONSUMER ENGAGEMENT.
NEARLY PLUG & PLAY ENVIRONMENT. THE
ADJACENT POSSIBLE. BEAUTIFUL, CURATED,
CONTEXTUAL EXPEREINCES. THE RISE OF THE
GLOBAL CONSUMER. THE POWER OF SOCIAL
ENGAGEMENT. THE RISE OF THE PROSUMER.
THE ELIMINATION OF CHANNELS. THE ERA OF
OMNICOMMERCE.

11. BY 2016 AMAZON WILL
HAVE 26% OF GLOBAL
E-COMMERCE MARKET
SHARE.
Source: Morgan Stanley, 1/7/2013

12. CRIKEY!.

13. BOTTOM LINE
THIS IS NOT JUST
ABOUT COMMERCE
ANYMORE.

14. ATTENTION.

15. THE
CONVERSION GAME
JUST CHANGED.

16. BY 2017, DUE TO
INTERNET ENABLED
PRICE VISIBILITY, THE
CUSTOMER EXPERIENCE
WILL BE THE KEY
DIFFERENTIATOR OF
YOUR ORGANISATION

17. YOU NEED TO BE
THE EASIEST AND
FASTEST TO DO
BUSINESS WITH.

18. YOU MUST…
ACT ON THE CONTEXT.
CAPTURE THE MOMENT.
DELIVER ON THE TOTAL
EXPERIENCE.
YOU MUST BECOME A HABIT.

19. THIS IS NOT ABOUT
TECHNOLOGY.
TECHNOLOGY IS
JUST AN ENABLER.

20. YOU MUST BE
WILLING TO DISRUPT
YOUR ENTIRE
BUSINESS.

21. What Do People
Really Want?

22. ZipWhip mix my muesli
WE WANT:
PERSONALISATION,
INFORMATION,
& PRICING
CONSISTENT ACROSS
ALL TOUCHPOINTS

23. (IN SHORT,
CUSTOMERS WANT
A SINGLE VIEW
OF THE RETAILER)

24. The Iconic
Zappos
WE WANT TO GET IT
FAST (& FREE)

25. Appliances Online
WE WANT SERVICE &
EXPERIENCE

26. BUT IT DOESN’T END
THERE!

27. MOBILE PAYMENTS

28. KLM Royal Dutch Airlines
NEW INTERACTION
MODELS
NIKE

29. Band Aid
WE WANT FUN

30. AND GET IT RIGHT
OR GET IT WRONG…
WE ARE GOING TO
SHARE IT!

31. THE BIGGEST
WEAPON

32. THE BIGGEST
CHALLENGES…
CLICK & COLLECT
- CHANNEL CONFLICT
- LOGISTICS
- CONSISTENT INFORMATION
(discuss)

33. Thank you.
@Graham_Jackson