The document discusses the power and opportunities of mobile commerce (m-commerce). It notes that mobile usage and e-commerce are growing rapidly, with customers expecting mobile shopping capabilities. However, conversion rates on mobile are still low due to challenges like websites not being optimized for mobile and long loading times. The document recommends that companies test their mobile presence, optimize sites for mobile, and consider mobile apps and features like location-based services to improve the customer experience and take advantage of opportunities in m-commerce.
1. The Power of M-Commerce
Hajrë Hyseni
Feb 2013
Wednesday, 20 February 13 1
2. Mobile trends
Challenges
Opportunities
Today
Mobile site vs Mob app
Take aways
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3. •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)
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5. m-Commerce
mCommerce
Mobile e-commerce
Mobile Commerce
Any interaction in which a financial transaction
is enabled or executed with a mobile phone
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8. Most influential promotion
1.Percent Off
2.Free Shipping
3.Money Off
4.By One Get One Free
5.Gift Purchase
6.Reward Points
Marketing Profs (2012)
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13. • Website not optimised for small screens
• Connections speed
WHY Loading time
•
• Sending users to non-mobile pages
DON’T • No checkout options (reserve, cash on
CUSTOMERS delivery, wishlist)
BUY? • Privacy and security
• No store locators provided
• Pop-up windows
• Poor customer journey
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14. • Website not optimised for small screens
No Pre-flight
testing • Connections speed
WHY Loading time
•
• Sending users to non-mobile pages
DON’T • No checkout options (reserve, cash on
CUSTOMERS delivery, wishlist)
BUY? • Privacy and security
• No store locators provided
• Pop-up windows
• Poor customer journey
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17. •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)
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18. Location, Location, and Location Based Services
Kiss Metrics (2012)
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20. Synchronise
services for every
touchpoint
e.g. iCloud
Thompson (2013)
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21. Mobile site vs Mobile App
• Appears inside the browser • Native on devices so enable enhanced
• Accessible 99% of web-enabled devices functionality
• Don’t need a user to download anything • Example is barcode and picture scanning
• Detects the user’s device and automatically • Apps can be more immersive
format content for optimal viewing.
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24. •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)
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