Jonathan Bass - Incentivated

Integrating your mobile site
(and app) with desktop CMS
Jonathan Bass
15th March, 2011

Copyright Incentivated Limited 2011

Well done #1

• A larger proportion of UK retailers have a mobile optimised
website (accessible from their www domain) than UK mobile
agencies/suppliers do


Well done #2

• 32% of UK shoppers have Mobile internet access amongst all phone subscribers in the UK
(Adults 13+ for the 3 months ended Dec 10)

visited a retailer’s site on their
mobile
This has increased by half in the
last year
67% of these have done this in-
store
• Another third say they plan to
Either these are feature-phone
users or everyone will soon have a
smartphone
The last third say they won’t, but
this is falling Source: ComScore.


mCommerce growth
Retail transactions through phones becoming more important fast

Source: comScore


Well done #3

• Sunday December 26th was the busiest day for mobile activity as
shoppers turned to their phones to check store locations,
compare prices, and complete purchases in order to take
advantage of Boxing Day sales.


State of the Nation

• Over the last 12 months brands have started to offer what
consumers were happy to do all the time
• With many sites looking the same, the opportunity now exists to:
improve the UX/UI and so differentiate the offering
offer implicit and explicit personalisation i.e. join up the web and
mobile sites
deliver e-commerce best practice.


‘Cookie cutter’ or bespoke approach?


Contents

Integrating web sites
The Future of Mobile
Examples
About Incentivated
Appendix: App or site?


Information Architecture
Product Category Hierarchy

Campaign • Ability to manage all
Site product centrally

Master
• Taxonomy to be shared
Category Primary across multiple sites
Structure Site
• Segmented deployment to
campaign sites
Mobile
Site


Enterprise Content Management

Master Head Office
Content Created Content

Translation
English German French Italian
Layer

UK UK UK Campaigns
Website Mobile site Mobile App Social
Email/SMS

Channel Content


Enterprise CMS
If the e-commerce systems is multi-national then so should mobile be

• The Master Content layer is where the content is created by a
central office. This content is then automatically ‘inherited’ down
the ‘blueprint’ structure.
• Content can then be localised at any lower level with workflow
added to provide an approval mechanism for the change
• The translation layer can be combined with a translation memory
solution and workflow to automate the translation process.
• The multi-channel management on the bottom layer can be
implemented for ANY client wishing to create content once but
publish to multiple channels.


eCommerce CMS with mobile support?
Few if any provide genuine mobile delivery

• Multiple presentation layers required
• Accurate handset detection and complete capabilities database
• Genuine uniqueness
Half to three quarters of UUs missed by GA
• Support for apps


Integration options
(i) Back office
Commerce
Retailer Systems Network Mobile Environment
Channels

Product

Internet Data
Information
3rd Party Ecommerce

Encryption Protocols / Wireless Security
eCommerce

Wired Network / WIFI / 3G / GPRS
Website

Secure Transfer Protocol / Firewall
Platform
Transactions Database

Promotions
Customer Database

Product Database

Redirect to Mobile Site

Loyalty
Programs
Incentivated Incentivated
Mobile Data

Stock/Order

Content Repurposed
Designed for Mobile

Capability Detection
Management

Order Management

Location Detection
Mobile CMS

Payment
Customer
Management

Databases Application Servers


Option 1
• Diagram shows supplier’s platform integrated directly with client’s back office
system.
Doesn’t display the complete set of modules.
• The integration route could be as simple as integrating with one consolidated
data source the client has put in place.
More likely take advantage of multiple existing data-feeds
• The supplier platform will offer content repurposing, reporting etc.
• If the client ever wanted to change their eCommerce platform, they can without
impacting their mCommerce site.
• Disadvantages would be:
For internal reporting, separation of the orders placed on the mCommerce site will
have to be differentiated some way within the back office platform,
There will be two commerce platforms to monitor,
Two lots of statistical web reporting.


Integration option
(ii) eCommerce platform

Retailer Systems Commerce Channels Network Mobile Environment

Product
Internet Data

Information
Ecommerce

Encryption Protocols / Wireless Security
3rd Party Website
Secure Transfer Protocol / Firewall

Wired Network / WIFI / 3G / GPRS
eCommerce Incentivated
Promotions
Platform Redirect to Mobile Site

Loyalty
Programs

Order Management
Incentivated

Micro Payment
Mobile Data

Transactions Database

Mobile CMS
Stock/Order
Customer Database

Product Database

Content Repurposed
Designed for Mobile

Capability Detection
Management

Location Detection
Customer
Management

Application Servers


Option 2
• Diagram shows supplier’s platform integrated directly with client’s eCommerce
platform.
• Benefits are, the same administration tool used for the eCommerce platform
can be used for the mobile site.
• Supplier does not need to know how the client’s back office platform works or
have access to it.
• Disadvantages would be:
It will require a lot more work to integrate with an existing eCommerce platform
successfully
Most eCommerce platforms are proprietary applications and not all offer integration
options
For internal reporting, separation of the orders placed on the mCommerce site will
have to be differentiated some way within the eCommerce platform


Web request
from user
Supplier Hosted Solution
Alterian Immediacy Incentivated services

Web services
communication
(via public internet) PCD
HTTP 302 Get device
Browser identification
redirect
Cached lookup
(transparent for user) Mobile
Y
Redirect user device?
(API)

Select desktop N
template
Redirected
Serve user request
desktop page Third Party
Content

Mobile templates
Existing
capabilities

Requirements for Content Data Serve
project Mobile Site
Third Party content
Incentivated Third Party content
providers
Third Party content
produce for project XML Data Feed Copyright Incentivated Limited 2011

Web request
from user
Client Hosted Solution
Alterian Immediacy Incentivated services

Web services
communication
(via public internet) PCD
Get device
Third Party content identification
Third Party content
providers
Third Party content
N Mobile
Select desktop
device?
template
(PCDLite)

Serve Y
desktop page
Third Content

Select mobile Identify phone
template capabilities

Mobile templates
Existing Select assets
capabilities
Repurpose assets
(CMSi)
Requirements for Serve
RBKC portal mobile page

Incentivated
produce for project Copyright Incentivated Limited 2011

Other considerations

• Genuine uniqueness
Explicit personalisation
Implicit personalisation
• Deep-link mapping from desktop to mobile site
• Click-through from SMS using unique trackable link


M&F-Commerce?

• 20% of all display advertising to be on Facebook by 2015, versus
2.7% today?
Source of forecast: Otkritie
• What happens when FBML goes mobile?
• And dynamic FBML?


M&F-Commerce?


HTML 5
The future of web (and web-app) design?

• Next major revision of HTML standard
• Includes ground-breaking technology to improve user experience
Form field attributes
Location Based Detection
Offline caching
Dynamic drawing
• HTML5 is an extension to XHTML: any site developed in HTML5
will be backwards compatible with XHTML browsers.


Closing thought

• At the time of the dotcom bubble, i.e. around 2000, there
were 350 million people online.
There are currently 400 million people with smartphones …


Thank You

Jonathan Bass
Managing Director
jonathanb@incentivated.com

Incentivated
23 Curtain Road
London EC2A 3LT
Tel: 0845 130 3985

(No code reader? Text CODE to
62233 for a link to a reader
appropriate for your phone)


Customer journey – handset specific


Smart Phone Home Page
Navigation – ‘Bread Crumbs’

Location dependant content Leading content

Promoting Maps Search

Time/promo specific content Leading content

Navigation - Menu


Feature Phone Home Page
Navigation – ‘Bread Crumbs’

Location dependant content Leading content

Promoting Maps Search

Time/promo specific content Leading content


Contents

Integrating web sites
Examples
The Future of Mobile
About Incentivated
Appendix: App or site?


Incentivated - Mobile Specialists

• Technologies • Needs
5 mobile formats 3 key areas of client activity
Enterprise Messaging (SMS, MMS etc) Acquisition
Mobile Internet After Sales / CRM
Apps mCommerce
Short codes and QR codes
Location marketing

• Services
2 consultancy offerings
Creative
Strategy


Incentivated – How we work with clients
Engagement is spread across three levels

CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services

Campaign strategy and execution
Marketing, Creative & Design, build & hosting of mobile internet sites*
Advertising Agency Mobile advertising planning & buying
Consulting, insight & post campaign analysis

Mobile and email marketing
Mobile Marketing, Internet Mobile internet site publisher
& mCommerce Platform mCommerce suite
Self-serve functionality (“SaaS”)

SMS, PSMS, MMS, LBS, 2D (QR etc) barcodes
Messaging Gateway & Mobile content management system (CMS)**
Software Company Systems integration and various APIs
Development of both handset & server-side apps

*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database Copyright Incentivated Limited 2011

Incentivated – mobile web tools


Mobile App or Mobile Web?
Although apps are ‘cool’, mobile sites reach more people

Mobile Mobile Web
Cross-Platform App
Applications Site

Online content Y Y Y

Offline content Y Y (HTML 5 data store) Y

Audio / Video Y Y Y

Interactive graphics Y Limited Y

Install on ‘home screen’ Y Y (iPhone) Y

Multi-platform Build for each device Y Y

Single entry-point (URL) Requires install step Y Requires install step

Location Services (GPS) Y Y Y

Notifications Y N Y

Development costs Once per OS Once Once

Maintenance costs Repeated per OS Once Once

App store required (cost) Y N Y


Mobile App or Mobile Web?
Although apps are ‘cool’, mobile sites reach more people


Jonathan Bass - Incentivated

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