The document discusses the power and opportunities of mobile commerce (m-commerce). It notes that mobile usage and e-commerce are growing rapidly, with customers expecting mobile shopping capabilities. However, conversion rates on mobile are still low due to challenges like websites not being optimized for mobile and long loading times. The document recommends that companies test their mobile presence, optimize sites for mobile, and consider mobile apps and features like location-based services to improve the customer experience and take advantage of opportunities in m-commerce.

1. The Power of M-Commerce
Hajrë Hyseni
Feb 2013
Wednesday, 20 February 13 1

2. Mobile trends
Challenges
Opportunities
Today
Mobile site vs Mob app
Take aways
Wednesday, 20 February 13 2

3. •40% increase of on mobile devices in 2012
•Customers spend more time on their mobile than Desktops
•Click-Through Rates are higher on mobile than Desktop
•Customers expect Mobile shopping On-The-Go
•The web is going mobile
•2013 to reach1billion mobile users worldwide
•24% of the mobile users in the UK accessed ecommerce
•Speedy service thanks to 4G
AllThingsDigital (2012)
Wednesday, 20 February 13 3

4. eDigital Research (2012)
Wednesday, 20 February 13 5

5. m-Commerce
mCommerce
Mobile e-commerce
Mobile Commerce
Any interaction in which a financial transaction
is enabled or executed with a mobile phone
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6. eDigital Research and ComeScore (2012)
Wednesday, 20 February 13 7

7.  In April 2012, almost more than 4 million made a purchase using their phone. This
represents 15.4% of all Smartphones owners in the UK.
 Surprisingly, the majority of Smartphone Shoppers are male (more than 55%), with the
age groups 25-34 and 35-44 being represented strongest.
 Females accounted for just over 40% of all Smartphone Shoppers.
Demographic Profile of UK Smartphone Shoppers
20.0%
17.2%
%Purchased Goods or Services with
18.0%
16.0% 14.1%
14.0% 13.1%
12.0% 10.5% 9.7%
Smartphone
10.0% 8.9%
8.0%
7.3%
6.0% 5.3% 4.6%
3.4% 3.7%
4.0% 2.1%
2.0%
0.0%
13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+
Male Female
56.9% 43.1%
Product: MobiLens
Data: Three month average ending April 2012
© comScore, Inc. Proprietary. 23 Country: UK, N= 15,682
eDigital Research and ComeScore (2012)
Wednesday, 20 February 13 7

8. Most influential promotion
1.Percent Off
2.Free Shipping
3.Money Off
4.By One Get One Free
5.Gift Purchase
6.Reward Points
Marketing Profs (2012)
Wednesday, 20 February 13 8

9. Kea features in m-shopping
Wednesday, 20 February 13 9

10. Recommendations, Twitter share, Link to Facebook,
Similar products, Reviews
eDigital Research (2012)
Wednesday, 20 February 13 10

11. Key M-Challenges
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12. mobile conversion rate is just above >3%
Wednesday, 20 February 13 12

13. • Website not optimised for small screens
• Connections speed
WHY Loading time
•
• Sending users to non-mobile pages
DON’T • No checkout options (reserve, cash on
CUSTOMERS delivery, wishlist)
BUY? • Privacy and security
• No store locators provided
• Pop-up windows
• Poor customer journey
Wednesday, 20 February 13 13

14. • Website not optimised for small screens
No Pre-flight
testing • Connections speed
WHY Loading time
•
• Sending users to non-mobile pages
DON’T • No checkout options (reserve, cash on
CUSTOMERS delivery, wishlist)
BUY? • Privacy and security
• No store locators provided
• Pop-up windows
• Poor customer journey
Wednesday, 20 February 13 13

15. Website Abandonment Threshold by Device (in seconds)
Kiss Metrics (2012)
Wednesday, 20 February 13 14

16. Mobile Trends and Features
Wednesday, 20 February 13 15

17. •LBS - Location Based Services
•Social Networking
•More and much more mobile search
•Mobile commerce
•Mobile payment
•MIM - Mobile Instant Messages
•Email, video and sharing
•Mobile gaming
•Faster mobile processors (Dual- and quad-core)
Wednesday, 20 February 13 16

18. Location, Location, and Location Based Services
Kiss Metrics (2012)
Wednesday, 20 February 13 17

19. Location-based technology and store retailers go
together like coffee and milk.
Wednesday, 20 February 13 18

20. Synchronise
services for every
touchpoint
e.g. iCloud
Thompson (2013)
Wednesday, 20 February 13 19

21. Mobile site vs Mobile App
• Appears inside the browser • Native on devices so enable enhanced
• Accessible 99% of web-enabled devices functionality
• Don’t need a user to download anything • Example is barcode and picture scanning
• Detects the user’s device and automatically • Apps can be more immersive
format content for optimal viewing.
Wednesday, 20 February 13 20

22. What to take away?
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23. Wednesday, 20 February 13 22

24. •Mobile is easier and harder than it looks
•Optimisation requires effort and plan
•Apps should be build with customer journey in mind
•Mobile and Social go together
•Assessment of the mobile presence is key
•Be prepared to match functionalities with business needs
•Be prepared to make recommendations
•Mobile is the present and the future of social and business
•Consider NFC Payment (NFC - two way communication)
Wednesday, 20 February 13 23

25. Thanks!
@hajra
Wednesday, 20 February 13 24