The Future of Mobile Commerce
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Presentation on the Future of Mobile Commerce by Jacob Aqraou, General Manager, eBay Classifieds Group (Next Web Conference, 26 April 2010)
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The Future of Mobile Commerce
- 3. Classifieds - An Ancient Form of Commerce
- 5. Mobile: The fastest growing area at eBay “ We expect our mobile apps to generate $1.5 billion in gross merchandise volume [sales] in 2010” – John Donahoe, eBay CEO April 2010
- 6. Kijiji App: Simplicity and mobility
- 7. Gumtree Applications cover 6 markets
- 8. Feature-rich eBay Classifieds Application in USA
- 9. Bilbasen – Bringing motors classifieds to your mobile
- 10. Mobile commerce: Tipping point being reached? Worldwide Shipment of Smart Phones (M) Market share “ Smartphone market expected to reach 45% of handset shipments by 2015.” – Gartner 15% 18% 20%
- 11. 0 e-Commerce history repeating itself? Barriers declining Lack of habit Never had the chance Worries with paiement 37% 29% 28% 25% 21% 18% 17% Complicated 13% Prefer real contact 15% 12% 2008 2010 Reasons for not using mobile commerce
- 12. Mobile advertising - Growing fast 489 443 453 473 500 2% -6% +13% +44% -1% 0.5% Total
- 13. Innovation Is a Must
- 14. eBay Classifieds – innovator in mCommerce Take photo of item and list for sale in under 60 seconds!
- 15. Marktplaats – Coming soon to your iPhone ! See where the closest selling items are through Augmented Reality !
- 16. Augmented Reality: The Future of Location-Specific Services
- 17. Snaptell: innovation example in buy-side mCommerce Take a picture of a book or DVD & compare prices across online stores
- 18. eBay on the iPad: Redefining “leisure computing”
- 20. 2 Portugal Norway Sweden Malaysia Philippines Indonesia Netherlands Denmark Finland Canada United States Germany UK New Zealand Australia Japan Singapore Taiwan Hong Kong Italy Spain France Poland Egypt South Africa Puerto Rico Bolivia Uruguay Ecuador Costa Rica Panama Dominican Rep. Ireland Colombia Peru Venezuela Chile Mexico Argentina Brazil Internet users per 100 inhabitants Mobile subscriptions per 100 inhabitants New opportunities via mobile channel Neither Web only Mobile-led Mobile + Web
- 21. Mobility is the future – whatever the means
- 22. Thank You!
Editor's Notes
- eBay mobile business is the fastest growing area of the company. eBay Expects To Sell $1.5 Billion Worth Of Goods Through Mobile Devices In 2010 (2.5x 2009 mobile GMV (then $600 million)) 2 new eBay iPhone applications launched March 30th, 2010 The primary iPhone app, which is available in more than 190 countries and eight languages, has been downloaded more than 8.5 million times to date, and that 1 item is purchased using eBay mobile every 2 seconds. We had an iPad version of the eBay app ready at launch day (April 3rd). PayPal iPhone app downloaded one million times three weeks after launch (launched March ’10) and available on iPhone, Android and Blackberry
- 2 iPhone apps: Kijiji and KijijiVille Kijiji is the official app sponsored by local classifieds and released under the Marktplaats BV account in the App Store. Built for the US & CA, but now serving only Canada (in French and English) since the US Polaris launch. It has over 230,000 downloads in CA. It is smoother and has a better overall flow than KijiVille – also seems to be faster. Is currently being upgraded to a much better UI (similar to eBay Classifieds) The KijiVille app was the Skunkworks US-bounty winner from mid-2009, and we allowed them to release under their own name in the app store. It supported all of the Kijiji countries when released: US, CA, DE, JP, AT, FR, BE, CH, IT, TW, and TR. It has about 3,300 total downloads (~2,000 from CA). It has maps while the Kijiji app does not yet. The KijiVille app has very little momentum compared to the Kijiji App. Apple approached us to see thanks to the popularity of the Kijiji site and app in Canada to allow them to use the Kijiji iPhone app for a TV spot: “there’s an app for that” Featured 5th in the ad with the voice over, “there are apps to find your dream house” and in good company with the likes of Flickr, Canon, Facebook, Sims 3, and Shazam. Nice boost to the Kijiji iPhone app user base, moving from ~700 new downloads per day to over 3,000 with yesterday hitting an all-time high of 5,000 new downloads Also took over the #1 spot in free Lifestyle apps in Canada and made it to 14th in overall free apps in the Canada app store.
- 2 Gumtree iPhone Applications: MyGumtree and iGumtree MyGumtree is the official app sponsored by local classifieds and is released under the Marktplaats BV account in the App Store. It supports AU, ZA, and PL (English and Polish). Is featured in Apple’s Australia “New Home” collection in the App Store and has about ~9,000 downloads (~6,600 in AU). It is promoted on the AU & ZA sites. It is smoother and has a better overall flow than iGumtree – also seems to be faster. It is currently being upgraded to a much better UI (similar to eBay Classifieds) iGumtree was reskinned from KijiVille, but released under the Marktplaats BV account in the App Store. It supports AU, ZA, PL, NZ, SG, and HK. It was released a month before MyGumtree and therefore has more downloads than myGumtree (about ~27,000 downloads (~20,400 in AU) )- yet surveys do not show a clear user preference between MyGumtree and iGumtree. It has maps while the MyGumtree app does not yet AU visits from iPhone currently represent >2% of total visits (and growing)
- Features of this brand-new US-only app: • Local, wherever you are: auto-locate functionality finds you and shows you what’s nearby • Enhanced search and browse: Search and browse in any category and search by price or any other attribute • View, reply to, or forward ads anytime, anywhere • Sleek view ad page • New watch list: keep tabs on items you’re interested in with the editable watch list. • Super-easy ad posting: Free posting thanks to a streamlined flow • Social sharing: Share any ad on Facebook and Twitter with just a few taps
- BilBasen: A mobile app for iPhone launched Feb 2009 Help users to quickly get a mobile overview of the vehicle market and simplify their search for cars. A GPS tracker and integrated Google Map allow users to search for nearby car dealers as well as to plan a route to the nearest auto shop. The application also includes car news. Downloaded 12.000 times BilBasen.dk has est. 21.000 visits per month from mobile phones Dba.dk In February 2010, dba.dk had 121.000 visits from mobile phones Mobile app planned for 2010
- The smartphone market grew by 24 percent in 2009, according to Gartner, and is expected to reach about 45 percent of handset shipments by 2015. This year, 12 percent of retailers surveyed offer both a special mobile landing page and the ability to purchase on their mobile phones—double last year’s number.
- E-Commerce growth is expected to continue at a ”moderate” pace of around 9 percent in developed nations, and up to 15 to 28 percent in emerging nations, the latter spurred by double-digit growth in mobile adoption. Financial transactions conducted via mobile phone are expected to generate over $587 billion by 2011, according to Juniper Research. The combined market for all types of mobile payments is expected to reach more than $600 billion globally by 2013: Juniper Research Forecasts, “Total Mobile Payments to Grow Nearly Ten Fold by 2013.”
- - We think it will grow faster than what eMarketer predicts
- Post an ad in less than 60 seconds by following 6 easy steps: select category, indicate price, specify some attributes (for specific categories), write description, attach picture, specify contact info. Voila !
- iPhone app delivered in 2 weeks. App currently submitted to be on Apple store Features will include: Top navigation bar, Search Input and search button, SRP in Landscape mode, Quick Browse buttons with saved search functions, ASQ and Bid messages Monetization through open placement currently possible to serve a mini banner. Future possibilities could be minis or home page featured listings Will include Augmented Reality functionality : based on the ad postcode and the phone using your current location, the AR screen will show all the ads from the search result, that are located on the street where user is at that time (but not exact address) Key learnings: 1. Be directionally correct, but iterate rapidly. 2. Don’t overdesign at the expense of time to market (do not do a copy-past of the site). 3. Releases should be on 2 month cycles (however app becomes irrelevant)
- Reality Browser shows what is around you by displaying real time digital information on top of the real world as seen through the camera of your mobile phone. This technology is called Augmented Reality. Real world is augmented as seen through your mobile phone, based on your location. It works by using a combination of the mobile phone’s camera, compass and GPS data to identify the user’s location and field of view, retrieve data based on those geographical coordinates, and overlay that data over the camera view. Two main ways to use AR commercially: as a service or as a campaign tool with 3D & interactive experiences. Eg 1: The Voodoo Experience Concerts: layer helps you find out if Kiss or Eminem was on stage, as well as finding food, drinks, bathrooms at the Voodooo Rock festival in New Orleans. Video: http://vimeo.com/6798742 Eg 2: IN-N-Out: This is an exclusive, hard-to-find hamburger chain in California and two other US states. The layer is a service to find the restaurant locations easily and access their special, secret menu. Future application for mobile: shop for a couch, take a pic and see how it fits in your living room while still in the shop
- Snaptell: Snap a picture of the cover of any book, DVD, CD, or video game (no bar code needed) and within seconds get a rating, description and links to e-sellers (e.g. Barnes & Noble). Use this app while shopping in a store to quickly find more information, compare prices, buy the product, or to remember to look at the product later.
- Brand new simple interface optimized specifically for the features of the iPad Enjoy a new rich search experience with seamless transitions, no pages, to buy and pay for items. Integrated access to My eBay makes it easy for members to quickly check on an auction or monitor sales activity from wherever their iPad has taken them. We had an iPad version of the eBay app ready at launch day (April 3rd).
- SMS for emerging markets and/or basic services E.g. M-Pesa payment method: using mobile phones to pay bills, move cash and buy basic everyday items. E.g Google Trader: allows Africans to buy and sell goods and services on their computer using the web and on their phones using SMS Smartphones with developed 3G networks. Medium to high-value services anywhere, anytime iPad/ Kindle/ Samsung’s Wave device (launch in 2H 2010) for high-value services anytime and almost anywhere. Through Wifi and 3G networks