This document discusses trends in mobile commerce. It notes the explosion of the mobile market including smartphones and tablets. Mobile applications and websites are important for commerce as people now browse and shop on their mobile devices. Technologies like location services, augmented reality, mobile payments, and QR codes are changing mobile commerce. Developers must decide between native apps or mobile web sites to reach customers on their devices. The future will likely be a mix of both approaches along with responsive design to provide quality experiences across all screens.

1. Mobile commerce
In front of and behind the scene
October 04, 2011
UNIWAY – marc.vanhoutteghem@uniway.be

2. 2
Mission statement
Build efficient and secure
Internet, Intranet, Extranet
and e-business [multidevice] solutions

3. 24 October, 2011

6. Context and trends
• Multichannel : off-line VS on-line
• Integration of Social Platforms
• Personalisation
• Multidevice : smartphone, tablets, TV

7. Multichannel – off-line + on-line
Presales Product Delivery After Sales
Assistance Trans-action Payment Delivery Returns
Channels Information Availability Status Services
Print
TV/Radio
Store
Internet
Letter
E-Mail
Telephone
Fax
SMS/MMS
Source: Accenture Multichannel Consulting

8. Multichannel communication
Manage once deploy everywhere !

9. Multidevice communication and
interaction

10. Explosion of the mobile market
• Smartphones
• Developement of wi-fi
Mobile network under pressure
Price of mobile data
• 4G licences
• Mobile applications and mobile web site

11. Explosion of the mobile market
• Mobile : much more than just phones
Web browsing capabilities to share products,
information and comments in real-time.
Applications that run on the smartphone.
Online store can provide a Mobile Commerce
interface for visitors shopping your site on an
iPhone, Android or favorite smartphone.

12. Explosion of the mobile market
• Time for Mobile applications
Consumer
Business
• Time for
Mobile commerce
Mobile payment
Mobile marketing

13. Mobile Trends
• Mobile e-commerce

14. Mobile Trends
• Mobile e-commerce

15. Mobile Commerce trends
Bargain hunting has become extremely popular with apps like RedLaser that
allow users to scan product bar codes and discover it’s various prices at
different retailers. Shoppers are melding the two worlds of online/mobile
shopping with actual physical shopping to make sure they get the best prices.

16. Mobile Commerce trends
• Mobile ticketing
Customers can order, pay for, and validate
tickets anywhere or anytime from their cell
phones.

17. Mobile Commerce trends
• QR code

18. Mobile Commerce trends
• QR code

19. Mobile Trends
• Geo-location Services
Showing nearby restaurants and ratings, mobile
advertising, local news, events, and about local
buildings.

20. Mobile Trends
• Location-Based Services – Enable real-
time physical retail / service opportunities
Shopkick
Finds deals
and offers
in your area

21. Mobile Trends
• Mobile Social Networking
More and more people are using the mobile
web to socialize
–Anywhere – anytime
–Integration with device specific feature
– Geolocalization
– Picture/video capture + immediate publishing…

22. Mobile Trends
• Augmented Reality
Applications that recognize real world objects
and display digital augmented reality
experiences on top of them.

23. Mobile Trends
• Augmented Reality

24. Mobile Trends
• Augmented Reality

25. Mobile Commerce trends
• Mobile payment
Google Wallet
–Proton-like
Paypal
Ping-Ping
–Payment through SMS (micro payment)

26. Ping Ping

27. Mobile Commerce trends
• Mobile payment
Near field communication, or NFC
– Allows for simplified transactions, data exchange, and
wireless connections between two devices in close proximity
to each other, usually by no more than a few centimeters
– An NFC device may make a payment like a credit card by
touching a payment terminal at checkout or a vending
machine when a PIN is entered

28. Ping Ping

29. BUT…

30. Device interactions
• How is interacting with a mobile device
different from interacting with a PC?
Shorter sessions
Use on the move
Reduced bandwidth
Small screens

31. Device interactions
• Amazon had an application for the smartphone:
Compare prices at the bookstore
Buy a book recommended by a friend whilst out
for dinner
Buying a movie whilst watching trailers at the
cinema

32. Device interactions
• What does this imply?
Closer to impulse buying rather than more
targeted shopping
Need to make interaction fast

33. Device interactions

34. Devices

35. Screen Resolution
Android Windows Phone
iPhone/iPod touch Blackberry

36. Screen Resolution
Classic Web Design Mobile Web Design

37. Screen Resolution

38. Screen Resolution

39. Mobile Platforms
• Symbian
• Android
• RIM
• IPhone OS
• Windows Phone
• Bada

40. Mobile Operating System
Year Symbian Android RIM iOS Microsoft Other OSs
2011 Q1 27.4% 36.0% 12.9% 16.8% 3.6% 3.3%
2010 37.6% 22.7% 16.0% 15.7% 4.2% 3.8%
2009 46.9% 3.9% 19.9% 14.4% 8.7% 6.1%
2008 52.4% 0.5% 16.6% 8.2% 11.8% 10.5%
2007 63.5% N/A 9.6% 2.7% 12.0% 12.1%
Source : Gartner

42. Native applications VS Mobile Web sites

43. Technical constraints
Language Learning IDE Portability Development
Curve tool cost
Symbian C++ Difficult Many Choices, Only Symbian Varies
Carbide C++
Android Java Average Eclipse unknown Free
Windows C#, VB Average Visual Studio Only Windows Varies
phone Phone
iPhone Objective-C Average Xcode Only iPhone Free,
distribution
costs
Web (x)html Easy Many Excellent Free

44. Native applications VS Mobile Web sites

45. Responsive design
“how you can deliver a quality
experience to your users no matter
how large (or small) their display.”

47. Native applications VS Mobile Web sites
• Native apps
Pros: native capabilities, faster speed, appstore ‘prestige’, tap
into ‘app culture’ = user experience
Cons: platform specific development & maintenance, updates
incumbent upon users, appstore ‘noise’, mobile store entry
rights, require download
• Hybrid apps are an emerging alternative
Bring native device capabilities to mobile web
Eliminates cons of native apps while maintaining the pros
Not ready for prime time yet; Technology gap still closing

48. Native applications VS Mobile Web sites
• How HTML5 will it effect the mobile
applications space?
Phones with a mobile browser that has HTML 5 rendering
capabilities will be able to run web applications directly
without any downloading and installation of apps.
As for developers, there will no longer be a need to
develop for different mobile platforms, making what we
discussed under Mobile OS earlier irrelevant.
companies behind mobile phones, such as Apple, will have
lesser control over the applications that are made available
to their phone users.

49. Native applications VS Mobile Web sites
• The future of the Mobile Web is dominated by…
Apps built specifically for iPhone, Android, or any
other platform ?
Cross-platform browser-based mobile web sites ?

50. Mix of both
• Victoria’s secret web site

51. Mix of both
• Victoria’s secret IPAD applications

52. Mix of both
• Victoria’s secret Iphone applications

56. Conclusion
Mobile Commerce “Reality” ;)