Presentation made for FDIH (Danish eCommerce Federation) on Mobile Payments in 2010 and coming

1. Ecommerce, Mobile and mPayments Presentation for FDIH seminar “online and mobile payments”

2. ABOUT CREUNA DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY

3. SELECTED CLIENTS

4. Mobile payments in Denmark at present © Creuna 4 Busses, X-Factor, Gyldendal and Haiti SMS tickets WAP-billing books(1-click payment) Premium SMSes are everywhere!

5. Future Mobile Payments? 5 In Japan since 2004. In Europe from 2012?

6. What we are looking at Mobile Financial Services Value Chain

7. AGENDA DEVICES AND TECHNOLOGY USERS TECHNIQUES AND CONCEPTS

8. Devices And Technology

9. Mobile web is becoming mainstream

10. Don’t adapt to platforms - Adapt to Behavior OEM share EU-5last year Unique visitors at arla.dk/mobillast week

11. From 1Q09 to 1Q10 smartphone sales are up +56,7%

12. Apps or web? – a classic APPS iPhone, Android, Nokia and/or WinMo 7 – All different code You are there on the home screen (along with all the other icons) Access to most phone features, restricted by framework rules App Store CAN be a great distribution channel MOBILE WEB It’s what you already do Please don’t go buy another website, use your own! Tracking, login, user data, products, billing, payments are all there.

13. Users

14. Smartphones areonly for men? 14 50%

15. 15 But the kids?

16. Women stepping up and usage expanding Source: Product: MobiLens Data: Three month average ending September 09 Country: US -N= 32,811

17. It’s Really all about Services Source: Product: MobiLens Data: Three month average ending September 09 Country: US -N= 32,811

18. Mobile webshops arising in Denmark? No, not really Apparently, no one has products to offer to the social, always connected, money at hand, brand defining, product comparing crowd...

19. Techniques and CONCEPTS

20. Payments are still in Danish Kr, but...

21. Mary Meeker’s What and How To Mobile Commerce (freely interpreted) location-based services time-based offers mobile coupons push notifications Easy-to-Use/SecurePayment Systems Small Price Tags Walled Gardens Established Store Fronts Personalization

22. Offline to online – call to action! Send ”Yes” to 1220 Scan/sms the same code and getdifferentthingseveryday Scan the screen and get the information Scan to get info, updates, to report Scan pairedwith time Scan pairedwith locations

23. Advertising and Time based offers More than 1/3 of mobile users reacted on a mobile ad: Meaning they sought more information, signed up or received a coupon At Kansas they received 50 % - 80 % response within one hour on SMS offers! But is mobile more engaging? More than TV? More than a poster at a bus stop? More than a desktop computer? The whole viral deal: Mobile is much easier shared …And then there is proximity and AR advertisements http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

24. Not just internet on a smaller screen:Compareplaces, prices and opinions on spot

25. New Sales channel by application 25 Walled garden: Arla mobile cookbook

26. Add services to your product A heavy walled garden: Q8 Denmark and driving economy

27. Dinner inspiration at hand 27 Cross media service: DSB S-Tog turn inspiration into service into buying

28. Mobile Coupons: ScreenTicket would SellYourMother 60 % saw the coupon send to their mobile phone 28 % of send coupons where redeemed Clear communication: It looks like a coupon – it is a coupon! Awesome tracking opportunities

29. More on Mobile Coupons 75 % of smartphone users are positive towards receiving mobile coupons for offline buys A coupon can be entertainment in itself A coupon can be something you make yourself (collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.) http://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

30. Identification: Skarp and 3f Mobile phones can be tracked down to its phone number Will work most of the time, but not on WiFi Will provide pretty unique identification Use with care Use for customer convenience

31. Identification and intelligence Using mobile phone number for one-time logins Great when your users often forget their password Or if you want to get to know your customers better! And then there’s Google and Facebook logins

32. Webshops as Navigators Mobile payment can be a hassle Good user interface is a challenge From price runners to mobile shops sending leads to non-mobile shops

33. BankSMS: Old school AND/or game changer? A new payment service by PBS Assigned to your bank account Immediate clearance checks Immediate transactions Keep track of account balance No need for premium SMS! Telcos are to find their place in the value chain – only for campaigns? Still we have faith in “uncle Danny”

34. Mobile Banking Will make Mpayment Mainstream Instant control of money flows Can I really afford this jacket? Banks are looking to see what they should do Hypes are on apps (for iPhone, Android, Nokia and/or WinMo 7?) Experience comes from web Switching login to NemId

35. your business: Your services for the mobile context Where are consumers thinking about your brand or products? – Greet them there! When are your customers available for 5 minutes of interaction: Eating breakfast, riding the bus, in front of the telly, before going to bed. There’s that stuff they buy over and over again – make that part easy! Track and trace packages Then track your customers as well

36. your business: Finding, maintaining, retaining Help people find your mobile site Offline  online in ad material Web  mobile Same URL, same experience On your site, make people stay Cater for dropped internet connections Avoid data entry where possible Reassure users about transaction security Make people come back SMSes: “how was delivery”? “care for free delivery?” Offlineonline content on packaging Mobile friendly newsletters

37. Convergence Media To communicate in converging media means to meet the audience in different contexts with a service, message or story that is fitted this context. It’s not just fitting into small screens, it’s rethinking for these new opportunities to engage. According to ComScore 43% of people watching online commercial video have stopped a video to visit the brand website. That’s because they can!

38. Focus Identify the core services to your mobile users and make them easy to access

39. Presentation for FDIH seminar “online and mobile payments” Thankyou! SIMON KIBSGÅRD Business consultantwithexpertknowledge of mobile businessM: (+45) 22 49 83 41 simon.kibsgaard@creuna.dk