Blue Nile Mobile Blue Nile Mobile

Marianne MarckMarianne Marck

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DriversDrivers

Serving Customers

Staying relevant, having a mobile presence

Tools for buying diamonds, comparing specifications and price, assessing value

Providing education and a “no pressure” experience

Managing Costs

Complex search service for diamonds

Very lean cost structure

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Our Customer BehaviorOur Customer Behavior

Customer profile

1.9% of visitors coming to the Website via iPhone / iTouch (obviously due to a better browser)

.09% of visitors coming via Android

>.01% coming from Blackberry, Palm, Symbian

Customers are making purchases on their phones

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Going Mobile: Platforms and Devices, Many Going Mobile: Platforms and Devices, Many ChoicesChoices

1. Start with Mobile Web Application iPhone as the target device, but

make sure it works on android browsers

Build a prototype first Use styles and tools to get the

native app look and feel Build seamless integration with full

website Integrate email and phone features

2. Create iPhone application Assess value of Webapp Go out of house for iPhone dev

skills Reuse services created for the

Webapp

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StrategyStrategy

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Blue Nile Websites, Home PageBlue Nile Websites, Home Page

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Blue Nile Websites, Diamond SearchBlue Nile Websites, Diamond Search