The document discusses the evolution and impact of mobile commerce since its inception in 1997, highlighting significant growth and projected future trends. It emphasizes the increasing preference for mobile platforms, personalization in marketing, and the need for optimized user experiences to reduce customer checkout abandonment. Key points include the shift in consumer habits towards mobile transactions and the potential for innovations in mobile payments and engagement strategies.

1. Leather Wallet: The Next Watch?
Mobile Commerce

5. Everyone is a walking cash register

6. $275/sec on mobile commerce
$1 million during this hour long
talk

7. “Wallets are becoming
as unnecessary
as watches” – Denise Lee Yohn

8. 2025

9. What is Mobile Commerce
The delivery of electronic commerce capabilities
directly into the consumer’s hand, anywhere, via
wireless technology
Kevin Duffey, 1997

10. Emergence of Mobile Commerce
1997
Birth of mobile
commerce was in
Finland

11. Emergence of Mobile Commerce
1998
The first sales of
downloadable
ringtones

12. Emergence of Mobile Commerce
1999
A mobile platform for mobile commerce was
launched in Philippines

13. 163%
Comscore, 2011
Since 2010, mobile
traffic to retailers’
sites has grown
$31 Billion
(and this is just the US)
Forrester, July 2011
In 2016, the M-
Commerce market will
be worth

14. mobile listings
800k
100m
1.8 m
new users made first
purchase on mobile Jan-
Sep Q3
new customers solely
through mobile in Q3
2012

15. Mobile 3-4 times more
valuable than desktop
1000 cars a week
Women’s handbags sold
every 30 second on
eBay

16. Mobile Ordering
0%
10%
20%
30%
40%
50%
60%
18 months ago Today
Many from inside the four walls

17. 1 Out of Every 3 Exclusively on Mobile

18. EMEA is the mobile
money hot spot
In 2011,
EMEA accounts for 41%
of mobile transactions
value
North America 35%
Asia-Pacific 22%
Latin America 1%
Yankee Group (June 2011)

19. Users are readily adopting mobile
banking
• Yankee Group (June 2011) predicts that there
will be 500 million m-banking users globally by
2015.
27%
13%
11%
9%
0%
5%
10%
15%
20%
25%
30%
Mobile Banking M-Commerce Mobile Coupons Mobile Payments

20. Gartner Predicts
2016
• 448 million m-payment users
• Market worth $617 billion
• Asia/Pacific will have the most m-payment
users
• Africa will account for the highest revenues.

21. Gartner Predicts
• Mobile Web is expected to dominate mobile
payments in North America and Europe through
to 2016.
• SMS is expected to remain the key vehicle for m-
payments in developing markets.
• NFC transactions will remain relatively low
through 2015, but will start to pick up from 2016.

22. Reach Your Customers
99%
of the time they are not in your branch
or in front of their computer

23. Personalization
• Permission-based
• Targeted
• “Live”
• Two-way

24. EXAMPLES

25. Pizza Hut earned $7 million in sales in the first year after launching a mobile ordering app

26. New Look clothing
• Full mobile strategy
– m-commerce site
– transactional iPhone app
– SMS marketing campaign
• In the first three months
– sales via mobile up 500%+
– orders up 60% +
– over 200,000 App Store
downloads in month one
alone

27. 75,000 bookings
£10 million over a
6 month period

29. Walmart

30. Chase
• Optimized
• Branded
• Omnichannel
promotion
• Apps, web, QR, SMS,
mobile ads

31. Amazon
• Recommendations
• Categories
• 1-Click purchase

32. TIPS

33. Apps Drive Engagement, Browsing
Wins on Tablets

34. Retail Category Browsing Can Vary
Considerably by Platform

35. Web or App?
• Performance
• Cost
• Maintenance
• Compatibility
• User Experience

36. • It is not enough to apply e-commerce best
practices
• Mobile is incredibly unique
• It’s intimate, real time and local and has to be
SIMPLE and QUICK
• It should provide the exact answer you desire

37. Are you losing your mobile
customers?
• 47% of users abandon checkout pages due to
payment friction
– Too many fields
– Too small of a screen and keyboard
– Too much time
– Poor brand experience

38. Simple and Quick
A 1 second delay in a page
can reduce conversion by
7%
That’s $2.5M in sales for a site that does
$100K/day

39. Simple and Quick
47% expect pages to load in 2 seconds
40% leave if it takes more than 3 seconds
79% are less likely to use the site again
52% say load time is important to loyalty

40. Distractions are
Everywhere

42. RESPECT THE FINGER

43. No mouse
No HOVER

45. Fitt’s Law
Search
Search

46. Hick’s Law
Apple
Apple
Orange
Apple
Apple
Apple
Apple
Apple
Apple
Apple
Apple
Orange
Apple
Apple
Apple

47. Optimize Your Emails
56% of US consumers who have made at least
one purchase using their smartphone have done
so in response to a marketing email
ExactTarget
36%
33%
31%
28%
30%
32%
34%
36%
38%
Mobile Desktop Webmail
Open Rate

48. Carts Across Platforms
26% of females and 16% of
males abandoned a cart
because they wanted to
complete the purchase later

51. Starbucks is now averaging a million mobile transactions/week
tenfold increase year-over-year since January 2011 launch

52. Free card reader at stores
Starbucks infusion

53. Mobile POS

54. HOW NFC FITS IN

56. 53% Phones NFC-enabled
by 2015
46% Mobile Phones Will Be
NFC-Enabled by 2016
MarketResearch
Frost & Sullivan

57. Frost & Sullivan
42.3%
Europe’s mobile
payments in
2015 via NFC

58. Visa Europe forecasts breakout year
for NFC
40 Mobile contactless
payment issuers in
Europe (2013)
80 Types of smartphones
certified by Visa

59. 500M NFC devices in
use by 2014
ABI

60. Gartner
Cuts NFC mobile
payments
forecast by
40%

61. Berg Insight
One in
Three
mobile phones
to come with
NFC by 2017

62. Strategy Analytics lowers NFC
payments forecast

64. NFC will not power US mobile
payments: Forrester
• Google Wallet separation
• iPhone reluctance

65. Jumio updates card scanning tech for
faster mobile checkout

66. FINAL THOUGHTS

67. Shaping the Future
• Customers spend more time on their mobile
devices than desktops
• Mobile shoppers are more focused
• Click-through rates are higher on mobile than
desktop
• Mobile shopping peaks at night
• The importance of the mobile web

68. The Zero Option

69. Drivers
• Virtual Gift Cards
• Wallet

70. Virtual Gift Card

71. The future of the Mobile Wallet
is not in payments,
but in organizing it

73. Passbook
• Store
– Loyalty cards
– Promotions
– Coupons
– Tickets
• 82,000 Sephora Beauty Insider cards added in
first week

75. PayPal + Samsung fingerprint

77. Three Important Developments For
The Future Of Mobile Commerce
• Snap to Buy with mobile image
recognition
• Apps that go beyond simple online
shopping
• Better engagement with brands

78. Remote Control of Shopping
• 31% of consumers highly trust retailers to
protect their personal data.
• 34% of consumers are interested in
scavenger hunt promotions
• 35% of consumers are interested in ‘beat
the clock’ specials
• 29% of consumers were interested in
getting on-demand advice

79. FUTURE CURRENCY