The Power of M-Commerce

Hajrë HyseniFeb 2013

1Wednesday, 20 February 13

Today

Mobile trends

Challenges

Opportunities

Mobile site vs Mob app

Take aways

2Wednesday, 20 February 13

•40% increase of on mobile devices in 2012

•Customers spend more time on their mobile than Desktops

•Click-Through Rates are higher on mobile than Desktop

•Customers expect Mobile shopping On-The-Go

•The web is going mobile

•2013 to reach1billion mobile users worldwide

•24% of the mobile users in the UK accessed ecommerce

•Speedy service thanks to 4G

AllThingsDigital (2012)3Wednesday, 20 February 13

eDigital Research (2012)

5Wednesday, 20 February 13

Any interaction in which a financial transaction is enabled or executed with a mobile phone

m-CommercemCommerce

Mobile e-commerceMobile Commerce

6Wednesday, 20 February 13

eDigital Research and ComeScore (2012)

7Wednesday, 20 February 13

eDigital Research and ComeScore (2012)

23 © comScore, Inc. Proprietary.

3.4%

10.5%

17.2%

13.1%

7.3% 5.3%

2.1%

8.9%

14.1%

9.7%

4.6% 3.7%

0.0%2.0%4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%20.0%

13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+

Male Female%Pu

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Demographic Profile of UK Smartphone Shoppers

15.4% of UK Smartphone Owners Made On-Device Purchases

In April 2012, almost more than 4 million made a purchase using their phone. This represents 15.4% of all Smartphones owners in the UK.

Surprisingly, the majority of Smartphone Shoppers are male (more than 55%), with the age groups 25-34 and 35-44 being represented strongest.

Females accounted for just over 40% of all Smartphone Shoppers.

Product: MobiLens

Data: Three month average ending April 2012

Country: UK, N= 15,682

56.9% 43.1%

23 © comScore, Inc. Proprietary.

3.4%

10.5%

17.2%

13.1%

7.3% 5.3%

2.1%

8.9%

14.1%

9.7%

4.6% 3.7%

0.0%2.0%4.0%6.0%8.0%

10.0%12.0%14.0%16.0%18.0%20.0%

13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+

Male Female%Pu

rcha

sed

Goo

ds o

r Ser

vice

s w

ith

Smar

tpho

ne

Demographic Profile of UK Smartphone Shoppers

15.4% of UK Smartphone Owners Made On-Device Purchases

In April 2012, almost more than 4 million made a purchase using their phone. This represents 15.4% of all Smartphones owners in the UK.

Surprisingly, the majority of Smartphone Shoppers are male (more than 55%), with the age groups 25-34 and 35-44 being represented strongest.

Females accounted for just over 40% of all Smartphone Shoppers.

Product: MobiLens

Data: Three month average ending April 2012

Country: UK, N= 15,682

56.9% 43.1%

7Wednesday, 20 February 13

1.Percent Off

2.Free Shipping

3.Money Off

4.By One Get One Free

5.Gift Purchase

6.Reward Points

Marketing Profs (2012)

Most influential promotion

8Wednesday, 20 February 13

Kea features in m-shopping

9Wednesday, 20 February 13

Recommendations, Twitter share, Link to Facebook, Similar products, Reviews

eDigital Research (2012)

10Wednesday, 20 February 13

Key M-Challenges

11Wednesday, 20 February 13

mobile conversion rate is just above >3%

12Wednesday, 20 February 13

WHY DON’T

CUSTOMERS BUY?

• Website not optimised for small screens

• Connections speed

• Loading time

• Sending users to non-mobile pages

• No checkout options (reserve, cash on delivery, wishlist)

• Privacy and security

• No store locators provided

• Pop-up windows

• Poor customer journey

13Wednesday, 20 February 13

WHY DON’T

CUSTOMERS BUY?

• Website not optimised for small screens

• Connections speed

• Loading time

• Sending users to non-mobile pages

• No checkout options (reserve, cash on delivery, wishlist)

• Privacy and security

• No store locators provided

• Pop-up windows

• Poor customer journey

No Pre-flight testing

13Wednesday, 20 February 13

Website Abandonment Threshold by Device (in seconds)

Kiss Metrics (2012)

14Wednesday, 20 February 13

Mobile Trends and Features

15Wednesday, 20 February 13

•LBS - Location Based Services•Social Networking•More and much more mobile search•Mobile commerce•Mobile payment•MIM - Mobile Instant Messages•Email, video and sharing•Mobile gaming•Faster mobile processors (Dual- and quad-core)

16Wednesday, 20 February 13

Location, Location, and Location Based Services

Kiss Metrics (2012)

17Wednesday, 20 February 13

Location-based technology and store retailers go together like coffee and milk.

18Wednesday, 20 February 13

Thompson (2013)

Synchronise services for every

touchpointe.g. iCloud

19Wednesday, 20 February 13

vsMobile site Mobile App• Appears inside the browser

• Accessible 99% of web-enabled devices

• Don’t need a user to download anything

• Detects the user’s device and automatically

format content for optimal viewing.

• Native on devices so enable enhanced

functionality

• Example is barcode and picture scanning

• Apps can be more immersive

20Wednesday, 20 February 13

What to take away?

21Wednesday, 20 February 13

22Wednesday, 20 February 13

•Mobile is easier and harder than it looks

•Optimisation requires effort and plan

•Apps should be build with customer journey in mind

•Mobile and Social go together

•Assessment of the mobile presence is key

•Be prepared to match functionalities with business needs

•Be prepared to make recommendations

•Mobile is the present and the future of social and business

•Consider NFC Payment (NFC - two way communication)

23Wednesday, 20 February 13

Thanks!

@hajra

24Wednesday, 20 February 13