Mobile Entertainment Forum Introduction to M-Commerce


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Demystifying the World of M-Commerce
An introductory webinar from MEF, featuring:
Gary Schwartz, CEO, Impact Mobile
Ramesh Kumar, Head of Couponing and Ticketing, Americas, 2ergo
Kunal Gupta, CEO, Polar Mobile
Ran Farmer, Managing Director, NetBiscuits
Andy Kleitch, CEO, Billing Revolution

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Mobile Entertainment Forum Introduction to M-Commerce

  1. 1. Mobile Commerce Gary Schwartz, Impact Mobile • Ramesh Kumar, 2ergo • Kunal Gupta, Polar Mobile • Ran Farmer, NetBiscuits • Andy Kleitch, Billing Revolution
  2. 2. Thank you for your interest in the Mobile Entertainment Forum M-Commerce Initiative. To view the full audio-visual webinar please visit:
  3. 3. Tethered Billing Andy Kletsch, Billing Revolution
  4. 4. Mobile Payment Landscape Linkedin: “MEF MOBILE COMMERCE” 3
  5. 5. Remote Payments Linkedin: “MEF MOBILE COMMERCE” 4
  6. 6. Single-Click Stats  Average transaction size $10.50 - $12.00  Average spent on virtual currency $16.00  Average spent on physical goods $48.00  85% of consumers single- click enable their device Linkedin: “MEF MOBILE COMMERCE” 5
  7. 7. How to Build Your Own Mobile Checkout  Purchase page rendering  Avoid usernames/passwords  Do not force users to visit web site  Self service tools  Customer service reps tools  Rights management  Bandwidth constraints  Testing  Legal considerations  International Linkedin: “MEF MOBILE COMMERCE” 6
  8. 8. M-Storefront Ran Farmers, NetBiscuits
  9. 9. Customer eBay is the world's online marketplace, enabling trade on a local, national and international basis Solution Mobile Commerce Web Portal with easy access to eBay search, My eBay, auctions and bids, SMS alerts Launch 2003 (Redesign 2008) Market Available in + 10 countries & languages URL Linkedin: “MEF MOBILE COMMERCE”
  10. 10. Customer Public Storage operates over 2,100 company- owned locations in the United States and Europe. Solution The mobile portal allows full access to the Public Storage reservation and booking system via mobile phones. Launch Feb. 2010 Markets USA URL Linkedin: “MEF MOBILE COMMERCE”
  11. 11. Customer Amway Global is the number-one online retailer in Health & Beauty based on sales, and 22nd among all e- commerce sites, according to Internet Retailer magazine’s “Top 500 Guide.” Solution The mobile portal allows full access to the Amway Global online store via mobile phones. Launch 2009 Markets USA, World URL Linkedin: “MEF MOBILE COMMERCE”
  12. 12. Device-specific optimization is key for reach and results And increasingly requires broader convergent cross platform delivery Linkedin: “MEF MOBILE COMMERCE”
  13. 13. App Economics Kunal Gupta, Polar Mobile
  14. 14. About Polar Mobile Global Media Customers, industry alliances & technology partners Linkedin: “MEF MOBILE COMMERCE” 13
  15. 15. Monetization Strategies – Mobile Apps App Revenue Ad-Supported Premium Premium Sponsorships App Content Inventory Ad Networks Features Linkedin: “MEF MOBILE COMMERCE” 14
  16. 16. Distribution Strategies – Mobile Apps OEM App Stores Publisher Distribution Third-Party Stores PR & Social web Pre-loads Linkedin: “MEF MOBILE COMMERCE” 15
  17. 17. M-Couponing Ramesh Kumar, 2ergo
  18. 18. Challenge: • Differentiate Orange brand • Reduce Orange Churn • Increase cinema sales Solution: • Promotion: 2-for-1 cinema tickets on Wednesday • Customer receive 2-4-1 unique text ticket codes on the mobile • Text-code is redeemed through a wireless redemption device at the cinema • Advertising Method: Bill Inserts, London Tube posters, outdoor media, targeted film magazines, national press, radio and online , National TV Results: • 2.5% reduction in churn (£60m/year) • Wednesday now second highest day after Saturday • Over 400,000 coupons redeemed per month across a base of 10 million customers • Orange Wednesdays has a strong brand recall and has been extended into other promotions Linkedin: “MEF MOBILE COMMERCE”
  19. 19. Orange Wednesdays – How it works 1 2 3a 4  Customer  Receive mobile texts in voucher (8  Mobile voucher  Free cinema “Film” to digit PIN number entered ticket given shortcode 241 number directly into the away and embedded in box office till reconciled on the SMS the back end message)  Run targeted 3b outbound CRM 2ergo™ campaigns Server  Real time and secure coupon validation  Data Capture and stored for reconciliation  Discount reconciliation Linkedin: “MEF MOBILE COMMERCE”
  20. 20. Device Type Influences Features Used Linkedin: “MEF MOBILE COMMERCE”
  21. 21. Vertical Horizontal (in-channel) (cross-channel) VS. Linkedin: “MEF MOBILE COMMERCE”
  22. 22. Consumer Shopper (branding) (marketing) VS. Linkedin: “MEF MOBILE COMMERCE”
  23. 23. Thoughtful $ Impulse $ VS. Linkedin: “MEF MOBILE COMMERCE”
  24. 24. Thank you for your interest in the Mobile Entertainment Forum M-Commerce Initiative. To view the full audio-visual webinar please visit: To learn more about the initiative and how your company can become involved, please visit: