Mobile commerce is growing rapidly. This document discusses building a transactional mobile website. It recommends: 1. Thinking multi-channel by optimizing the customer experience across multiple touchpoints. 2. Ensuring secure payment by using established payment providers and only linking to mobile-optimized sites. 3. Measuring performance metrics like response time, availability, and consistency to improve the user experience. 4. Building for the future by developing solutions that can integrate with new sources and be moved in-house over time with support. Regular performance monitoring and an emphasis on security are keys to success.

1. Building a transactional mobile website
May 2012

2. At a glance
Founded in 2000 and listed on the
Frankfurt Stock Exchange since 2006
230+ employees across 6 European
offices
Over 40 employees in the UK
Established in the UK in 2004
Turnover £35m and EBITDA £2.8m
Current Market capitalisation £30.5m

3. Some of our Clients

4. Agenda
1. Mobile Stats
2. Think Multi-Channel
3. Ensure Secure Payment
4. Measure Performance
5. Build For The Future
6. Checklist
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5. Mobile Stats

6. Industry stats
European Smartphone Market
32% own a smartphone - UK
75% predicted to own a smartphone by 2015
Inflection Point
Global Smartphone Sales
Global Destkop & Notebook Sales
Mobile browsing is projected to outstrip
desktop browsing by 2014
ComScore 2011, Morgan Stanley 2010, 2011

7. Industry stats
Usage mobile websites
8x more growth than apps
+ 22,4 %
Mobile sites
+ 2,8 %
Apps
Tomorrow Focus Media 2011

8. Industry stats
Mobile Commerce
Growth driver for mobile technology (in billion $)
UK
• Peoples’ average transaction value for
purchases with a credit card/ bank details/
PayPal grew by 43% from 2010 to 2011
• 52% (25,2220,000) use mobile commerce
• 45% use their mobile to conduct research for a
purchase
• 38% use mobile to find shop locations, opening
hours, contact details, check prices
• 54% would buy more on their mobile if
websites were optimised for mobile
Coda Research 2010, comScore 2011

9. Industry stats
Ebay
• $2.2 billion in 2010 – globally
• £3.3 million in 2010 - UK
Amazon
• $1 billion in 2010 globally
Asos
• £1 million within one month (December 2010)
Air Berlin
• £1 million within first 12 months
NMA 2011

10. Mobile traffic arriving at desktop site
30,099 unique visits 307,224 unique visits
412,581 unique visits
74,222 unique visits
3,626,909 unique visits
841,250 unique visits
Title of presentation 10

11. Mobile is a Retail Gamechanger!
It is revolutionizing retail for both consumers and
marketers.
Jason Spero
Head of Mobile, Americas, Google
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12. To ensure great customer experience, usability and
increased sales, consider three points:
1) Think Multi Channel
2) Ensure Secure Payment
3) Measure Performance
4) Build For The Future
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13. Think about all the touch points for mobile across your
customer journey…
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14. Deutsche Post DHL
Transaction Innovation Interaction
Buy postage stamps Augmented reality and Design postcards on
and track parcels via radar tools to locate the the phone and let DHL
integrated bar code closest Service Point. send a physical version
scanner or serial to your friends.
number

15. Think Multi-Channel
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16. The web will have
more touch points
in a larger digital ecosystem
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17. Multi-Channel User Experience - Mercedes
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18. Ensure Secure Payment
35% are concerned about security while shopping on a
mobile device
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19. On-premise installation to ensure highest security standards
Use well-known payment options (i.e. PayPal ….)
Do not link to non – mobile-optimized websites
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20. Measure Performance
Response Time, Availability, Consistency
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21. Mobile Sites Response Time In Response Time
Seconds
Baur 5,823
Definition:
Twenga 9,434
ladenzeile 10,157 Average time it takes to fully load
Otto 10,507 a mobile site and complete a task
Average 10,744
Conrad 10,785
Amazon 10,967
Ebay 10,993
Bonprix 11,579
Weltbild 11,974
3suisses 12,194
Neckermann 13,776
Compuware Germany, 2012
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22. Winner – Response Time & Consistency
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23. Mobile Sites Availability in % Availability
Amazon 98,40
Definition:
3suisse 97,46
Ebay 96,07 Measured the time a mobile homepage didn’t
Ladenzelle 96,01 load within 60 seconds – either due to back-end/
it related issues or network connection
Otto 95,05
Baur 88,91
Neckermann 87,46
Average 86,00
Weltbild 74,77
Twenga 72,03
Bonprix 70,10
Conrad 69,78
Compuware Germany, 2012
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24. Mobile Sites Response time in Consistency
seconds
Baur 6,561
Definition:
Bonprix 7,555
Twenga 8,235 Standard deviation of sites based on the time
Weltbild 8,319 and day accessed.
Conrad 10,156
Ladenzeile 10,834
Average 11,244
Ebay 11,658
Otto 13,610
3suisse 14,281
Amazon 14,325
Neckermann 18,147
Compuware Germany, 2012
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25. Ted Baker - Launch
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26. Build For The Future
Proxy-Transcoding vs. API Integration &
When To Develop In-House
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27. When To Develop In-House
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28. Full-Service Option
Consulting Concept Wireframing
Implementation Programming Design
Go Live
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29. In-House Development + Support
Consulting Concept Wireframing
Support
Implementation Programming Design
Support Workshops Support
Go Live FITML Templates
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30. Checklist
Think Multi-Channel Measure Performance
Works on all devices & operating systems Response Time
Optimises content for each device Availability
Consistency
Ensure Secure Payment Build for the Future
On-Premise Installation Works with new and existing sources
Use Established Payment Providers Offers ability to move development
in-house
Only link to mobile-optimised sites
External advice & support available if
and when needed

31. Thank You