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Mcommerce Strategy Guide

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Mcommerce Strategy Guide

  1. 1. M-Commerce Your First Step to Trade Global
  2. 2.  Part-time Teacher in Nanjing University Eric Tang  Young Entrepreneurship  Mobile App, New Media and Digital Publishing Business Strategy Director  Founding President of Hong Kong Young Entrepreneur Alliance Product Director  Co-Founder of Start Leadership Programme (Hong Kong Chapter)  Co-Founder of AppGreen Limited
  3. 3. Traditional retailers have been facing serious challenges recently What Smartphone users usually do with their phones? Smartphone owners Used online/mobile USA shopping coupons Smartphone owners Accessed a social network Smartphone owners Searched for UK restaurants/pubs Country Smartphone owners Purchased a product/service Smartphone owners Product search Taiwan Smartphone owners Browsed the Internet Smartphone owners Used an application China Smartphone owners Tethered to a 0 10 20 30 40 50 60 70 80 90 computer Percentage Source: http://www.flickr.com/photos/unav/4118995807/sizes/z/in/photostream/
  4. 4. Traditional retailers have been facing serious challenges recently 85% of US consumers are expected to use their phone while shopping in-store in the 2012 holiday season Source: http://www.flickr.com/photos/ljrmike/6981556406/
  5. 5. Traditional retailers have been facing serious challenges recently Has ever purchased on smartphone 65 USA 69 UK Smartphone owners No Smartphone owners Yes 60 Taiwan 41 China 0 10 20 30 40 50 60 70 80 Source: http://www.flickr.com/photos/nrkbeta/3905907681/sizes/z/in/photostream/
  6. 6. China Mobile Internet Traffic surpasses Desktop Internet Traffic in 2012
  7. 7. Executive Summary from Google Mobile Report
  8. 8.  Something You Really Need to Know  Six Steps To Build M-Commerce The Future of Your Business  Make Friends with Four Directions  What 4D Means to M-Commerce
  9. 9. Something You Really Need to Know
  10. 10. WHAT IS MOBILE COMMERCE? • We believe M-Commerce does t ea o ly sales on mobile devices, but that it plays an important role on bridging the gap created by E-Commerce and in-store shopping. • Through reati g a i tegrated ri ks & o ile li ks mCommerce approach, physical retailers can allow customers to harness the common benefits of shopping online (product reviews, information, and coupons) while still shopping in the physical store. • M-Commerce is NOT only about the mobile version of your E- Commerce Site. It is about how to take advantage of Mobile Devices to gai your target arkets atte tio .
  11. 11. Mobile Experience for Merchant and Consumer Source: Mobile Commerce: A Roadmap for Banks and Mobile Operators by Accenture
  12. 12. The M-Commerce Ecosystem Source: Mobile Commerce: A Roadmap for Banks and Mobile Operators by Accenture
  13. 13. Relationship Between Website and Mobile • Your E-Commerce Strategy will usually be a Pre-Requisite BEFORE LAUNCHING your M-Commerce Campaign • E-Commerce site will act as your basis for handling order placement, product management, traffic gaining, digital strategy base of your M-Commerce App or M-Commerce Site. • Mobilizing your E-Commerce strategy is a MUST. Leverage the characteristics of Mobile Devices such as screen-size, motion detection, camera, instant messaging, location-based detection and etc.
  14. 14. So what are the range of options to interact with mobile consumers? - Leverage Instant Messaging such as WhatsApp, SMS, Push Notification and customized IM tools to Engage consumers about new products, offers and any messages - Interact and Share with your community through social commerce features including recommendations, reviews and ratings - Compare price with your Competitors if you do have Price Advantage. People love comparing price by Mobile or Desktop - Check stock level, in-store sales, or to confirm Order Deliveries driven by Push Notifications Inspired by folks in ebiDigital
  15. 15. Some More… - Be a bridge between your PHYSICAL STORE and virtual world. Bring traffics to your Store by adopting Location-based Services, alert shoppers about your Time-Sensitive Promotions - Redemption of DISCOUNT or other offers based on QR CODE, BARCODE, VIRTUAL COUPON. - Notify mobile users with Time and Location-Based Sensitive Offers by analyzing their profiles to maximize conversion - Use of QR code and image recognition services to provide real-time product information to those in store Inspired by folks in ebiDigital
  16. 16. Six Steps To Build M-Commerce 1. Identify Your Target Market, Analyze Their Mobile Behavior, Draft your Key Strategies 2. Check whether your existing Website, Social Media Site, SEO Strategies are the Perfect Match with your Mobile Strategies 3. Build your SEO-optimized website with Magento, Open Source E-commerce Framework  Support major payment gateway such as Paypal and Alipay  Optimized your mobile site, website with at least 3 major Primary Keywords  Optimized each product page with at least 5 major Primary Keywords 4. Turn your Website into Mobile-site and Mobile App 5. Implement your Campaign with Mobile Site and App 6. Have your loyal followers in Facebook, Twitter and Weibo ready! Go for Viral War NOW!
  17. 17. Key Mobile Commerce Strategies Reach Potential and Existing Customer Bases Act Build your M-Commerce Site and App based on online store Convert Adopt your strategies and App User Experience Design to convert real transactions Engage Interact with your customers by push notification, instant messaging and social sharing Inspired by folks in First 10
  18. 18. Mobile Conversion Funnel Source: Mobile Commerce Guide of ebiDigital
  19. 19. Tips for Gaining Mobile Data - 1 • Google Mobile Planet – http://www.thinkwithgoogle.com/mobileplanet/en/ – A regular survey for different countries starting in 2011, this enables you to prepare your own reports. • ITU – http://www.itu.int/ITU-D/ict/ – The International Telecoms Union data reports mobile usage including mobile broadband subscriptions to show growth in use of mobile. This reported at country, continent and overall levels, so is the best overall source for mobile penetration worldwide.
  20. 20. Think with Google, Mobile Planet
  21. 21. ITU
  22. 22. Tips for Gaining Mobile Data - 2 • Xyologic app download reports – http://www.xyologic.com/app-downloads-reports – This is a great source for showing the overall level of app usage across the four major mobile app platforms by country and drilling down into the popularity of individual apps for different sectors like retail, banking and travel. Around 30 countries are covered • Flurryblog – http://blog.flurry.com – For specific reports on trends in app usage. For example, this recent compilation of app usage shows the dominance of games and social networking and the potential of utilities.
  23. 23. Tips for Gaining Mobile Data - 3 • Comscore Digital Future Series – http://www.smartinsights.com/marketplace-analysis/customer- analysis/new-free-worldwide-digital-media-statistics-reports- starting-with-uk-us-and-europe/ – Comscore is one of key worldwide sources useful for marketers to help us find out about the changes in use of mobile media by consumers. • Ofcom Internet usage report – http://www.smartinsights.com/marketplace-analysis/customer- analysis/new-internet-usage-report/ – Of o s seventh International Communications Market
  24. 24. Part of the Long Checklist  Do you have a Website?  Do your Website support Shopping Cart?  What kind of payment gateway do your Cart support?  Is your Website Responsive enough? (P.S. Do you know what is responsive?)  Do you have a Facebook Fans Page, Weibo Page, Twitter Account?  How many followers do you have?  How often do your followers like or interact with your contents?  What keywords do your Target Market usually search for?  How many of targeted Keywords have you optimized for?  Do your Product Page optimize for PRODUCT KEYWORDS?  Do you have YOUR FAVORITE MCOMMERCE PARTNER 
  25. 25. Introduction to E-Commerce World • Magento – The largest Open-Source E-commerce System adopted by many of Fortune 500 • Paypal – Everyone in Universe shall hear that before • Alipay – Everyone in China shall hear that before • Paypal Go, Square, NFC – The future of mobile payment gateway • SEO Sta ds for Sear h E gi e Opti izatio i ase you do t k ow • Every PRODUCT need to be optimized for SEO • Google changes the rule all the time, be SPEEDY! • Keyword Advertising is one of the effective way, not ONLY! • Update your Product Description and Images, they ROCK your Customers then bring you MONEY
  26. 26. Responsive Mobile Site • Responsive Mobile Site design, be aware that different mobile phone support different screen-sizes • Mobile site layout shall be re-designed for mobile devices, such as changing a long navigation menu into popup button menu • Select featured content into mobile version • Think on Percentage , not Pixels • Design for Rollovers or Gestures
  27. 27. Indochino - website
  28. 28. Select your Favorite Payment Gateway • Web-Based Payments • Mobile App Payments • Operator Carriers Billings • Direct operator billing for mobile sites and Apps • PSMS (premium rate messaging) • Payment-Specific Apps • Personal Banking • Person-to-Person payments • On-device payments
  29. 29. Some of Mobile Payment Gateways
  30. 30. Design a Perfect Mobile Commerce App • E-commerce site and Mobile Commerce App share the same database and synchronize the data in real time • Support Push Notification, Instant Chat and Social Sharing Feature • Aware how your Marketing Campaign, Promotion Offer show properly and effectively through your Mobile App • Be consistent with your Corporate Identity • The layout shall be optimized for mobile user behavior(How finger usually move around the mobile device to browse data) • Apply same set of logic such as Logistic, Pricing Method and Promotion Offer from E-commerce to Mobile Commerce • Well-designed and friendly User Experience and User Interface Design • Multi-Platform Support • Seamless Frontend Integration
  31. 31. Gilt Gilt Groupe remains one of the largest: Last year online shoppers purchased $600 million worth of clothing, trips, and home décor from the New York-based company, often at steep discounts.
  32. 32. TaoBao The Nov. 11 sale date, or "1111," was launched in 2009 by Taobao TMall, reached 19.1 billion yuan ($3.043 billion), exceeding all 24-hour online sales numbers the U.S. has ever had.
  33. 33. Other Mobile Commerce App Cases
  34. 34. Everything Goes Social • Motivate final consumers to share your mobile app or product page in Facebook, Twitter and Sina Weibo • Be your own Social Media representative • Campaign for your followers to download mobile app or view mobile sites • Track your traffic by Google Analytic, App Annie, App Figures and Flurry!
  35. 35. Make Friends with • We have 50 talents in local team and over 100 people in global team • Supporting region: Hong Kong, China, the Philippines, Taiwan and Canada • We have full team in account servicing, project management, technical and creative work • In 2010 to 2012, we developed over 150 mobile apps, 100 websites, 50 mobile websites and managed over 50 mobile & social media campaigns
  36. 36. Mobile & Social New Media mCommerce Digital Publishing Application Marketing • iOS, Android App • mCommerce • Digital Strategy • iOS & Android • Mobile Web & Strategy • WOM Marketing eBook Publishing Game • Mobile Shopping & • CPC, CPA & Mobile • Enterprise Digital • Web and Social App Commerce Solution Advertising Publishing • Facebook App • Mobile Payment • Social Media • Augment Reality • Social Commerce Marketing Solution • O2O Marketing • Digital Campaign • Indoor Positioning Management • LBS Solution • eDM Management • Digital Analytics The winner of 2011 Top 100 Growth Award 7 Kam Fan Awards 2012 Red Herring Asia 100 of Asia Brand
  37. 37. • QR Cookies – Silver award in Campaign – Best Small Budget Campaign (up to HK $0.5M); – Bronze award in Online Advertising; – Bronze award in Mobile (Mobile Marketing non-application based); – Bronze award in Ambient; – Merit award in User Experience; – Merit award in Single – Use of Digital Media • Dreambot – Merit award in Mobile (Mobile Applications)
  38. 38. Some of Our Clients
  39. 39. What 4D Means to M-Commerce • Your Professional M-Commerce Technical Partner • Provide one-stop consulting and implementation services on E- Commerce, Mobile Commerce and Social Commerce • Provide tons of Well-established and Award-winning Solutions for Clients • Provide standard mobile app services at BEST price
  40. 40. What You Need is a Cross-Platform, One-Stop Solution Mobile Catalog O2O Solution M-Commerce For Age of Showrooming Turn your Website into App Turn your Ecommerce Site into Mobile App
  41. 41. AppGreen Provide a web portal for commercial users build their own Catalog App which supports iPad, iPhone and Android in minute. We Provide Excellent User Experience.
  42. 42. Element A module-based App Solution for Small and Medium Businesses build their own O2O marketing apps. Just pick from tons of beautiful widgets we build for you! Go and Be Element!
  43. 43. Mobile Commerce We provide a seamless frontend integration with major e-commerce system, e.g. Magento. Just install a plugin to control the system and you manage your online store and mobile app at the same time.
  44. 44. Please Drop Us a Line Four Directions Room 511, Block B, Hoi Luen Industrial Center, 55 Hoi Yuen Rd, Kwun Tong, Hong Kong Tel.: (852) 2154 0069 Fax.: (852) 3016 9790 General Enquiry: info@4d.com.hk Sales & Marketing: sales@4d.com.hk Technical Support: helpdesk@4d.com.hk