The document discusses mobile commerce and e-commerce trends in the UK. It provides an overview of Practicology, an e-commerce consulting firm, and their services. The document also summarizes presentations from various companies on developments in mobile technology, the growing importance of mobile channels, and how retailers can leverage mobile to improve customer engagement and sales.

1. E-Commerce UK’s Mobile Pecha Kucha 29th November 2011 www.Twitter.com/ecommerceli #ecommerceuk

3. About Practicology We ’ ve all been at the coal face and run e-commerce and other retail channels for a variety of well known brands Therefore we deliver actionable insight We have clients in UK, Australia, US, Malaysia, Scandinavia, Germany, Croatia, Switzerland and Belgium Our clients include Thomas Pink, Harrods, La Senza, Hotel Chocolat, Wilkinson, The Fragrance Shop www.Practicology.com www.Twitter.com/martinnewman

4. We’re a one stop shop

5. We don’t rely on our looks to earn a living...It’s a good thing too!

6. We don’t take ourselves too seriously but we take our clients and our deliverables for them very seriously

8. Big Thanks You’s

9. Sponsors 10CMS: James Brooke, CEO & Co-Founder reevoo: Richard Anson, CEO and Co-Founder netbiscuits: Tony Ion, Senior Sales Manager

10. The organisers Cathy Crawley, my co host My wife Laura Mark Lewis and Jeremy Wilson my business partners

11. The Content Coordinators Filming: Director Nathan Sheppard Content/Media Sponsor/Co-Producer: Jonathan Hall and Cranberry Panda www.cranberrypanda.co.uk www.aksfilm.com Photography: Anthony Antoniou 3Aphotography www.3aphotography.com All pictures of this and previous events will be loaded up onto our new facebook page Details will be sent to all Ecommerce group members after the event Twitter correspondent: Helen Keegan. She will be tweeting live from @ecommerceli during the event www.beepmarketing.co.uk

12. The contributors Our moderator: Joanna Perry, Special Projects Editor, Retail Week & Drapers

13. The contributors Our Presenters: Maureen McDonagh, Ecommerce Director, Nectar Nick Lisher, Marketing Director, MyDeco.com Gabrielle Hase, Director Soleberry advisory Peter Veash, MD, The Bio Agency Craig Sullivan, Group Customer Experience Manager, Belron Group Richard Yeo, Group CTO, The Digital Property Group (Findaproperty, PrimeLocation) Rufus Evison, Head of Digital, EYC

14. A few thoughts on mobile

15. The HIPPO says “let’s have an iphone or an ipad app” “ let’s have an iphone or an ipad app”

16. Let customers choose how they shop with you

17. Mobile = THE game changer! In-store navigation Mobile acting as in-store ‘ sat nav ’ for shoppers with advice on where to find particular products or offers in-store Proximity marketing Retailers can leverage location-based marketing offers through mobile Barcode scanning/Image recognition Tools which allow shoppers to add items to their online basket by scanning items in the home e.g. Tesco ’ s grocery app M-commerce Development of mobile websites and apps which make shopping online more seamless for shoppers

18. Pop ups are all the rage and retailers are leveraging mobile and QR codes to drive sales QR codes to drive sales QR codes to drive sales

19. Developments in Asia lead the way - Over 500 of its most popular products, complete with QR codes which can be scanned using the Homeplus app - Products range from daily essentials such as milk and fresh produce, to pet food and stationery - Orders placed before 13:00 will be delivered to customers' homes on the same day

21. Woolworths launching pop ups in subway and train stations in Australia

22. So mobile is driving ‘buyability’ driving ‘buyability’

23. QR codes on product lables enable the customer to see more product info, buy in store, or add to bag and buy online buy in store, or add to bag and buy online

24. QR codes also help turn traditional advertising into ‘direct response’

25. Some numbers 15% of Ocado ’ s sales during H1 2011 came from its smartphone app Debenhams took £1m through their iPhone app in the first 6 months River Island will take over £2m this year through their app

27. The starting point for us...

29. How many retailers have a mobile compatible website?

30. Not many

31. Mobile can be the glue to bring customer engagement and the multi channel experience together and let customers shop they way they want to

32. Our Sponsors

33. Brands as curators of the mobile experience ( how to win the battle for consumer attention )

34. Mobile has the potential to destroy retail brands

35. Brand = Experience.

36. Standard day

37. Mobile Experience = Content & Chrome

39. Content Chrome

40. Apple Amazon Facebook Google Consumer Brand

41. Apple +58% Amazon + 32% Google +27% (Facebook - $80B IPO?) Source: Interbrand

43. Solutions : 1 – build own mobile platform 2 – build better experiences

44. Engagement means $ales.

45. The fight for engagement, is first a fight for attention.

46. To capture your audience’s attention, an experience must feel it has something different .

47. curator (from Latin: cura meaning "care")

48. Curated content is worth more attention, because you are more likely to find things of value in it…

49. Buying is curation

50. Merchandising is meta-curation

51. Are your mobile experiences placing the content... Centre stage?

53. 10CMS = 10 x more Content & Chrome

54. Thank you.

55. Netbiscuits Introduction By: Tony Ion Senior Sales Manager Retail & Commerce sector November 29, 2011 © Netbiscuits GmbH 2011 35

56. Mobile Market Overview November 29, 2011 © Netbiscuits GmbH 2011 36 Mobile Commerce eBay expects mobile GMV of $4bn for 2011 Mobile for SMBs 1&1 and Yell committed to mobilizing their network Mobile Advertising Global value $240bn, predicted $670bn by 2015 Mobile Payment PayPal predicts payments of $3bn for 2011 Mobile Social Over 200m users access Facebook on mobile

57. Company Overview November 29, 2011 © Netbiscuits GmbH 2011 37 Netbiscuits is the world’s leading platform for developing, publishing, and monetizing sites and apps across all mobile and connected devices.

58. Global Coverage Our Offices Around the World November 29, 2011 © Netbiscuits GmbH 2011 38 Kaiserslautern, Germany Global HQ NOCC Full Services Singapore Full Services San Francisco, CA Full Services New York, NY Full Services Sydney, Australia Full Services London, England Full Services SAS70-II Hosting Facility International Teams Development | Engineering | Customer Care | Technical Training & Services | Sales & Account Management Chicago, IL SAS70-II Hosting Facility Reston, VA Full Services Our established infrastructure serves global clients on a local basis Hamburg, Germany Full Services

59. Latest Milestones November 29, 2011 © Netbiscuits GmbH 2011 39 CBS.com mobile site built on the Netbiscuits Platform Wins 2011 Meffys Award for Best Mobile Website Netbiscuits platform bigger than Twitter 100m unique users/month vs Twitter's 55m Gartner Ranks Netbiscuits as Visionary with highest ability to execute Finalist of the Deutsche Mittelstandspreis Listed in top 15 companies in Germany out of 3500 Netbiscuits awarded the ME Award for the second time Best Mobile Web Publishing Platform 2011

60. ME Award 2011 Netbiscuits Best Mobile Web Publishing Platform 2011 London, November 24, 2011. A jury of industry executives at the UK's ME Awards affirmed Netbiscuits' pole position as the leading mobile web publishing platform. For the second time winning the Mobile Entertainment Award 2011 for ‘Best Mobile Web Publishing Platform’ at Mobile Entertainment Magazine’s annual ME Awards ceremony in London. November 29, 2011 © Netbiscuits GmbH 2011 40

61. Our Numbers November 29, 2011 © Netbiscuits GmbH 2011 41 8.5 billion Pages & content items delivered/month Doubled in the last 9 months 10 million Videos delivered/month 50% Revenue growing per year 25,000 Sites & apps live and growing by 500/month 8 offices on 4 continents

62. Thank you … .catch me later for more Tony Ion [email_address] +44 7411 954442 November 29, 2011 © Netbiscuits GmbH 2011 42

63. The impact of mobile on the evolving purchase journey 29 th November, 2011 Ecommerce UK Mobile Pecha Kucha

64. A new way to buy | Today’s purchase journey Today’s consumer purchase journey is complex , social and multichannel . 2

65. A new way to buy | Your own website and beyond 3 Offline The web & social web Mobile Your website

66. Consumer behaviour | Mobile shopping hits the mainstream 57 % 45 % of people own a smartphone of people use their phone to research or make purchases 4 Fly Research, September 2011

67. Consumer behaviour | Social content is in demand across all channels say social information (reviews or friends’ recommendations) are important influences on their shopping choices 83 % Fly Research, September 2011

68. Consumer behaviour | What are consumers doing with their phones? 6 26 % get advice from friends 27 % compare products 27 % read customer reviews 30 % check or compare prices online 35 % look up or search for product information Fly Research, September 2011

69. Friends' advice Consumer product reviews Assistants' recommendations Consumer discussions Consumer retailer reviews Product specifications Price comparison sites Mobile consumers | Influences and tools The mobile consumer uses: Our products provide you with the platform to help consumers make their buying decisions REEVOO Social Reach REEVOO Brand Response REEVOO Conversations REEVOO Mark REEVOO Reputation

70. Mobile and social Mobile is the true multi-channel bridge, empowering consumers with the content they need in order to purchase , at any time , in any place . 8

71. Combining mobile and social | Tesco 9

72. Combining mobile and social | Best Buy 10

73. Combining mobile and social 11

74. We are Reevoo 12 Reevoo makes world-leading social commerce solutions used by more than 150 companies , including Sony, Orange, Octopus Travel, Tesco and Dixons. Our reviews, recommendations, conversations and social integration solutions deliver an average sales uplift of 18% for our customers.

75. Thank you Richard Anson CEO and Co-Founder Reevoo www.linkedin.com/in/richardanson http://b2b.reevoo.com +44 (0)20 7654 0331

76. Our Moderator: Joanna Perry Joanna Perry

77. Nectar Mobile

78. Update 3 apps built in-house for Nectar, Sainsbury ’ s and BP Over 1m downloads so far iOS, Android and Nokia Symbian 60:40 males aged 18-44 Positive feedback High conversion rates Committed in-house team New eCommerce option Private and confidential - 2 - Main presentation title 11/29/11

79. eCommerce in the palm of your hand Private and confidential - 3 - Main presentation title 11/29/11 1. Collector logs in and goes to “Collect”, selects retailer 2. The points / £ rate is shown 3. Swiping left/right also gives further retailer text 4. Tap the button, and the retailer’s site opens in Safari – start shopping! Collect points on your mobile shopping – “eShops on your iPhone”

80. 7 key learnings What are your goals? Are they aligned to overall objectives? Analyse your audience, how are they using the app? How do you want them to use the app? Its not about downloads but how many users come back and engage? Good user experience is essential – don’t replicate desktop to mobile Test – once its live its live! Re-imagine channel – how can you tap into new boundaries? Understand what is coming up – NFC, multi-channel, image recognition and how this fits into your goals? Private and confidential - 4 - Main presentation title 11/29/11

81. Thank you Maureen McDonagh, E-Commerce Director [email_address]

82. Nick Lisher Marketing Director mydeco.com Room for engagement

89. 141% Increase in average order value online from customers who use the 3D Home Planner These customers are 66% more likely to repeat purchase.

90. Gabrielle Hase: Now for something a little different! Now for something a little different!

91. The BIO Agency

93. Craig Sullivan

94. The he art of mobile conversion Craig Sullivan, Belron ®

95. Craig Sullivan, Belron ® Growth: Handset reach Performance User Experience

96. Miniatures are wonderful

97. Nice day at the office dear?

98. Visitor  Device  Context  Location  Goals

102. Multi channel and platform Insight

103. Device & Screen compatibility Copy and text decoration Site Performance How you handle redirecting mobile traffic Google sitelinks Keep keyboard input down Fold is critical apart from long form content

104. “ To the user, the interface is the product” Jono, Mozilla Labs

105. Joshua Bixby Strangeloop Google Site Speed (Live!) Steve Souders

106. Comprehension  Clarity  Simplicity  Persuasion  Scanning

107. If you read these books, you’ll look much smarter at work.

111. bit.ly/qgHX5r

113. Email Twitter LinkedIn Slideshare : [email_address] : @OptimiseOrDie : linkd.in/pvrg14 : slidesha.re/phpa45

114. Richard Yeo

115. What’s new and exciting about mobile ecommerce richard_s_yeo@yahoo.co.uk Group CTO The Digital Property Group 29 th Nov 2011

116. About me Richard Yeo ( [email_address] ) Group CTO, TDPG Formerly CTO & Operations at eCommera Customers included ASDA Direct House of Fraser TM Lewin shop.London2012.com etc Previously CTO at fish4 and easyGroup

117. About TDPG TDPG owns leading UK property portals Primelocation.com FindaProperty.com Globrix.com FindaNewHome.com Each has a distinct market position 8.9 million diverse home searchers per month Partnership with Northcliffe publications Readership = 5.8 million TDPG recently announced merger with Zoopla (#3)

118. Mobile Mobile to overtake desktop by 2014 Share currently 13% in UK, up from 4% last year TDPG mobile visits increasing YOY to 14% on FAP and 8% on PL TDPG traffic from mobile could grow to 25% + in the next 18 mths

119. FaP iPhone app Launched Feb 2010 Included augmented reality (right image) > 500k unique downloads

120. PL iPad app Launched May 2010 First property portal to launch iPad app > 58k unique downloads

121. Nokia app Launched July 2011 1,448 downloads Approx 7,000 visits http:// store.ovi.com/content/164193

122. Mobile websites Launched August 2011 FaP and PL mobile websites New Jquery mobile (HTML 5 / touch optimised) framework

123. iOS / Android / Windows Wrapper apps Platform specific app embeds browser control User essentially using mobile website Quicker time to market Can make changes without submitting to store Simultaneously release to iOS, Android, etc. Reduced development and maintenance costs as developing once Wrapper gives you placeholder in store Android wrapper apps live for FaP and PL https://market.android.com/details?id=com.findaproperty.m https:// market.android.com/details?id=com.primelocation.m

124. Smart TV / Connected TV

125. Smart TV / Connected TV Launching FaP and PL in Dec / Jan Multiple platforms, i.e. Samsung, LG, etc.  Email [email_address] for solution

126. Lessons Developing for every mobile platform can be expensive Unlike websites your apps are rated so launch a good reliable product Your competitors will rate your app 1 out of 5 Number of Android devices and OS versions is a nightmare to test

127. Lessons Tablet users want the website not mobile website Redirecting users between existing website and mobile website where URL structures may be very different can be tricky Page weight and caching are very important Mobile SEO needs to be taken into consideration We used jquery mobile but you may wish to consider spinejs mobile which wasn’t available when we started

128. Lessons Only Safari and Android worth worrying about Windows Phone contender late 2012 / 2013 * May 2011

129. Lessons Each time we introduce a new channel/device modify import system to output new image sizes reprocess existing images for last 10 years Slows down import of properties Images for mobile devices need to be more bandwidth efficient

130. Solution http://media.site.com/ 6-bedroom-house-amersham-ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=620 http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=150&s=1 Property Details Page Image Search Results Page Image Enhanced Listing Property Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=75&s=1 Promoted Property Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=180&s=1

131. Solution http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=400&q=70 Mobile Search Results Page Image Mobile Property Details Page Image http://media.site.com/ ov2VWoVcS@h1o8@DrTJ913yL7a0j ?w=120&q=70&s=1 multiply by, iPhone, iPad, Mobile Web, Connected TV, etc. Use a real-time Image Transformation Service such as www.elasticera.com

132. Responsive Design / Media Query Shrinking window to size of mobile display resizes image However file size is the same i.e. Image is not really optimised for mobile device as shrunk to fit on device rather than dynamically generated by server at optimal size

133. The number of smartphones sold in China has outpaced that in the US for the first time, according to analyst house Strategy Analytics. In the third quarter of 2011 Chinese smartphone sales rose 58 per cent, with 23.9 million units shipped. By comparison, US smartphone sales slid down seven per cent to 23.3 million units. The US still far outpaces the Middle Kingdom in terms of the value of handsets sold, but that too looks certain to change over time. “ In revenue terms there’s still a long way to go before China overtakes the US in smartphones,” Linda Sui, analyst at Strategy Analytics told The Register. The key driver in China was the under-30s middle class youth market, she said, who were flocking to buy handsets now that they had the money to do so. According to Strategy Analytics’ data, Nokia is the most popular single brand of smartphone in China, with 6.8 per cent of the market, compared to Samsung’s 4.2 per cent. The bulk of this is down to Nokia’s legacy of Symbian smartphones, which still hold a considerable position in the market. The next year or so, during Nokia’s transition to Microsoft’s Phone 7 platform, will be crucial to the Finnish company – but its market position depends as much on European tastes as those of China. “ If consumers in the European Union really like Nokia’s new handsets, then Chinese consumers will take a lead from that,” Sui explained. “Domestic demand is, to an extent, driven by the styles that sell in the EU and North America.”

134. What is exciting in mobile? How we can aid talking to the customer In the ways they want to listen

135. NFC Social Media Location Based Services None of the above! It is all about the customer! Agenda © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers

136. What is NFC? What is it used for? Who wants it? Waitrose have gone public saying that what they foresee as the most exciting thing of the next year is NFC NFC © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers

137. Social media is generally available and used on mobile phones A few statistics: Facebook 800m people Twitter 190m people = FourSquare 10m people A few more statistics: (Caveat I cannot back these up as the person who gathered them for me was not available) 80% of people use a mobile during ‘miscellaneous downtime’ 76% use their mobile while waiting in queues or while waiting for appointments 69% of smart-phone owners have used their mobile for PoS research 62% use their mobile while watching TV 50% of mobile users use the internet through their phones Social Media © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers

138. LBS based Texts Apps and coupons Store finder Coupon wallet Augmented reality Budget App with location based offers… Location Based Services © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers

139. iPhone apps are trendy but Texts talk to everyone People do buy through mobile and at all price points Mobile is task oriented Companies are neglecting the basics! It is all about the customer © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers

140. Yet more statistics (Oh and thank you and goodbye) Thank you © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers 77% of the world’s population is a mobile subscribers. 1.3bil use mobile web. 2014 - mobile internet should over take desktop internet usage 2016: A2P messaging will overtake SMS messaging, being worth more than US$70bn 75% of smartphone users would like to get notified of new offers via SMS Gartner predicts mobile ad revenue will sky rocket from US$3.3 billion in 2011 to $20.6 billion in 2015 Worldwide mobile messaging market will be worth over $334.7 billion by 2015 Search ads and location ads will deliver the highest revenue, while video/audio ads will see the fastest growth through 2015 M-commerce is expected to reach US$119 billion by 2015 TODAY TOMORROW 59% of India access internet via mobile only, even in the US it’s 25% Mobile Shoppers Profile Mobile payment transactions already total $240bil. Juniper Research reports that the market will grow 2x to 3x in the next 5 years. Goodbye wallets! Top m-commerce retailers globally include: Taobao, Amazon and eBay. On eBay alone consumers bought and sold over US$2 billion worth of merchandise on via mobile in 2010. 29% of mobile users are open to scanning a mobile tag to get coupons

141. Head of Digital at EYC NED Starfish360, NED FusePump, Ex strategy director dunnhumby, Mentor HiNet Who on Earth Was That? (startups.evison.com) © Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page Engage Your Customers

142. www.Twitter.com/ecommerceli #ecommerceuk