SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage?
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Transcript of SoLoMo Implications for your Commerce Platform: Is Technology Stealing Your Advantage?
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Is Technology Stealing Your Advantage?
SoLoMo Implications for e-Commerce Platforms
Bob EgnerEPiServer, VP Product Management
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Introducing EPiServer
Working with our talented partners to create sites for• e-Commerce• Web and Digital Marketing• Social and Online Communications
Software platform that drives business results
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Platform Spending
• 62% of online retailers will increase their technology spend in 2011, up from 57% in 2010
Forrester 2011 Online Retail Technology Investment Outlook
• Improving economy?• Efficiency gains?• Competition?
Why is it increasing?
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Porters Five ForcesDisrupted by Technology
New Entrants• Barriers to entry are lower
online• Customer focus is a
differentiator
Customer Power• Buyers have information• Online channels flatten
distribution strength
Supplier Power• “Employee as supplier” to
customer relationships• Global outsourcing erodes
economies of scaleCompetitive Rivalry• Competitor access to your strategy
Substitutes•Word of mouth undoes brand
investment• Digital substitutes collapse
value chains
Substitutes
SupplierPower
CustomerPower
NewEntrants
CompetitiveRivalry
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The Age of the Customer
Source: ForresterCompetitive Strategy in the Age of the CustomerJosh Bernoff
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iPad 2 Launch Day - London
Consumer AdoptionWhat drives technology adoption?
iPad 2 Launch Day - NYC
iPhone 4 Launch Day - London
iPhone 4 Launch Day - SF
Can someone explain this… please?• Key enabler of customer experience• Raises expectation of interaction• Personal and convenient
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Customer Focus is Key
• Nearly everyone is connected, and mobile• User experience and convenience are key• Shifting focus of value
Driver of Platform Spending
Technology spending characteristics• Relatively low cost and high ROI• Grows new or maturing revenue stream• Supports changing needs of consumers
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Driver or Enabler?Technology’s role in social commerce
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Social Shopping Variants
Group Buying
Marketplaces
Collaborative Shopping Portals
Social Networks
Ratings and Reviews
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Social Spectrum
OwnedMedia
PaidMedia
EarnedMedia
SocialMedia
Digital Properties• Websites• Customer Care• Portals
Advertising• Banners• Display Ads• Endorsements
Partnerships• Influencers• Branded Entertainment• Affiliates
Outposts
Embassies &Ambassadors
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Context Aware Computing“It will be one of the top disruptive trends of this decade.”
Source: GartnerContext-Aware Computing Industry Heat MapWilliam Clark
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Progression of Localization
Basics
LayeredIntelligence
BreakingAway from PC
EmbracingNew Devices
• Behavior• Location (GPS)• Time of day
• Purchase intent• In-store• Time limited
•Where in store• Try it on• Environment
• Biometrics• Conversational•Gestures
2012 2014 2016
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Apple Redefines Mobile
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Mobile Trends
Novel Navigation
Alternative Interaction
Convenience Features
Combined with Social
Combined with Location
Innovative Functions
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Pull it all together
• User experience is essential• Social media, socialize content• Your content, not always your site• Content variation driven by user context• Multi-channel, multi-touch • Mobile channel
• On top of scalable, reliable e-Commerce platform
Key platform drivers
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Social Commerce Platform
Marketplaces
Social
Networks
Commerce
Integration
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Social Commerce Platform
Commerce
Marketplaces
Social
Networks
Integration