Mobile commerce is growing rapidly in Australia, with 60% of Australians having made a purchase from a smartphone. Mobile commerce has grown from $155 million in 2010 to $5.6 billion in 2012, representing over 3500% growth in just two years. However, barriers like security concerns and a lack of comfort inhibit more purchasing from smartphones. To boost mobile commerce, companies need to optimize the mobile user experience, simplify checkout processes, and address common user frustrations like abandoned shopping carts. Effective mobile strategies can transform the customer experience and drive significant revenue growth.

1. Mobile Commerce:
Are You Ready?
Mal Chia
Digital Marketing Manager

3. Mobile is growing
• 68% smartphone penetration amongst 15-65yo
Australians
• 2nd highest smartphone penetration (behind
Singapore)
• Mobile internet usage will overtake desktop by
2014
• 2 billion iOS app downloads per month
• 2.7 hours social networking per day from mobile

4. 2% 12%
7% Android
Apple
Blackberry
56% Windows
23% Other

5. Future state?
14%
9% Android
Apple
2% Blackberry
Windows
15% 60% Other

6. Is Apple in danger of becoming your
parents phone?

7. Mobile commerce is growing
• 60% of Australians have purchased from a
smartphone
• 58% purchase at least once a month

8. Mobile commerce in Australia has grown from
$155 million in 2010 to $5.6 billion in
2012
(that’s >3500% growth in 2 years)

9. Mobile commerce is where e-commerce was in
2000: new, strange but with the potential to change
everything.

10. Transforming customer experience
• Research products
• Compare prices
• Read reviews
• Scan QR code
• Check stock levels
• Find the nearest location
• Look up retailer information
• Pick-up in-store

13. Barriers to purchasing on smartphone

14. Where do we research?

15. Where do we purchase?

16. Insight: Security and comfort are crucial to mobile
purchasing

17. Want more stats?
http://www.thinkwithgoogle.com/mobileplanet/

18. Apps vs. Mobile site
Native App Mobile Website
Superior UI Can recreate look of an app but without
fluidity or polish
Integrate with native functionality Works on every device
Cache for offline viewing No way to notify if new features/updates
Faster No integration with native features
Innovation is faster due to aggressive Slower to load
competition in mobile industry
Must be downloaded from an app store Available to anyone online
Native development is expensive and Cheaper but with several disadvantages
time consuming

19. Consider the user experience
• Design mobile forms
• Don’t make registration compulsory
• Provide a progress meter
• Only collect the essentials
• Clearly label links
• Large CTAs
• Keep pages small
• Anticipate and correct common errors
– Search

20. The mobile paradox
of choice:
less is often best

21. Is your website responsive?

22. Product pages
• Price
• Product description
• Detailed product
information
• Images
• Add to cart
• Delivery charges
• Average review score
• Customer service
number

23. 97% of shopping
carts on mobile devices
are abandoned

24. Optimise the check out
• Keep it smooth
• Keep form filling to a minimum
• Make sure it’s mobile friendly
• Provide security reassurances

25. Payment options
• Standard credit / debit card checkout
• Pre-registered users
• PayPal
• Cash on delivery
• Click-to-call
• Charge to phone bill

27. Track and measure everything

29. What about QR codes?

30. Key takeaways
• Native app or mobile website
• What behaviour are you trying to influence
• Simplify everything
• Optimise checkout

31. Is Google Glass Commerce next?

33. Questions?
mal@noq.com.au
@malchia