Mais conteúdo relacionado Semelhante a Making Commerce Mobile: Strategy and Trends of Mobile Commerce (20) Making Commerce Mobile: Strategy and Trends of Mobile Commerce1. Making Smarter Commerce Mobile: Strategy and
Trends of Mobile Commerce
Chris Shaw
Worldwide Industry Lead for Smarter Commerce - Communications
@IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
2. IBM’s strategy addresses client mobile initiatives
Build & Connect Manage & Secure Extend & Transform
Build mobile Manage mobile Extend capabilities
apps devices and apps to mobile
Connect & run Secure my mobile Transform
mobile systems business your business
Key Capabilities Key Capabilities Key Capabilities
• Mobile web, hybrid and • Mobile lifecycle • Strategy, planning and
native app development management implementation
• Enterprise data, service, • Device analytics and • Mobile-enabled solutions
and application integration control including analytics,
• Enterprise wireless • Secure network commerce, and social
networking communications & business
management • Mobile as a service
2 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
3. Agenda
Introduction
Mobile Commerce Opportunities
Implementing Mobile Commerce
3 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
4. Mobile is a game changer
Just like the internet sparked the growth of the web and e-business, a new frontier of growth and
opportunity exists around mobile devices across industries
WW Mobile Applications Opportunity 300,000 iOS & 700,000
$50 B Android devices activated
Mobile Applications
PER DAY
66% CAGR
$40 B
Gartner: By 2013,mobile
Mobility is the
Growth
$30 B phones will overtake PCs
Billions
second area as the most common Web
access device worldwide
$20 B of investment
$10 B
with 74%
Access to mobile networks
is now available to 90% of
$0 B Source: 2011 CIO Study, Q12: “Which visionary plans do you the world population and
2010 2011 2012 2013 2014 2015 have to increase competitiveness over the next 3 to 5 80% of the population living
years?”(n=3,018) in rural areas.
Source: IDC 2010
Market opportunity around
Mobile Platform Mobile Security Device Management
Mobile is a new IT
WW Mobile Infrastructure
$5 B
Mobile is adjacent to our
20% CAGR business and provides
$4 B
AIM a large & fast growing
Opportunity
opportunity to drive
Wave
Billions
$3 B Middleware revenue as
enterprises extend IT
$2 B investments to reach
customers in new ways
$1 B and enable workforces
Consumer experience, “bring your own device” (BYOD) and with anywhere, anytime
$0 B “context aware” are driving much new enterprise use access to data and
2010 2011 2012 2013 2014 2015 applications
Source: IDC 2H 2010 - IH2011
4 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
5. Mobile is shaping the commerce marketplace
1. Technology Adoption Rates are Accelerating
2.3 billion people are online (Dec 2011)
5.9 Billion mobile phones worldwide (2011)
1.2 Billion use phones to browse Internet April 2012
2. Proliferation of Modes and Methods for Commerce
800M Exponential growth in Mobile and Social Commerce
140M Mass customization and personalization of products and services
Evolving
Shopping 3. Consumer Buying Behavior Continues to Evolve
Experience Focus is on value, transparency and accountability
Expectations:
Timely Consumers are increasingly technology savvy, more demanding, making
Localized tradeoffs, and “Showrooming”
Experiential
Personalized
Information
4. Increasing Brand Fragmentation
Consumers are experiencing brands in new ways across multiple touch points
Marketers challenged to deliver a consistent brand message and value
proposition
5 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
7. Mobile computing is fundamentally changing how businesses interact with
their customers
Business-to-Consumer Business-to-Employee
Enabling customers to shop across Empowering retail store associates to
multiple mobile devices serve customers anywhere in the store
Mobile Marketing
Analyzing mobile usage and executing
mobile campaigns
7 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
8. Leading to fundamental changes in the concept of a store?
Taking the store
to the customer
Taking the store
out of the store
8
8 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
Source: “Tesco opens worlds first virtual store” htt,p://www.archello.com/en/project/tesco-opens-worlds-first-virtual-store
9. Agenda
Introduction
Mobile Commerce Opportunities
Implementing Mobile Commerce
9 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
10. Insight Strategy
Buy Market
Sourcing, controlling Targeted and
and procurement of personalized
goods and services marketing across all
customer interactions
Customer
Service Sell
Servicing Selling and fulfillment
customer needs of products and
across all services across
interaction all channels
channels
Engagement
10 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
11. The lines between virtual and physical are blurring … disappearing
Outside the Store Inside the Store
Shopping List
Aisle 3
Aisle 11
Aisle 9
11 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
12. A superior shopping experience now includes mobile commerce as a key
Messaging, alerts, promotions
touch point (proximity, opt-in, loyalty) Provide personalized messages and
alerts to your customers: product
specials, recalls, etc
Customer id, personalized
experience & offerings Demand Relationship
Store Entry
Generation Development Product or category
Product
Affinity level awareness &
education
Browsing In-store Multi-channel
Product
information, customer customer
Product
product look-up, experience experience Browsing information,
IRC
Consumer
Purchase Retail Customer reviews
Decision Integration Interaction
Framework Platform
Cross-sell, up- Purchase
Compare,
sell, availability Decision Cross-sell/up-
Transact sell, availability
In-store & online Post & Store locator
payment scenarios Post- Transact
-transaction
transaction CCIS, Online
payment
Warranty
services, digital WISMO, Warranty services,
receipt digital receipt
12 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
13. Re-engineering commerce around mobile
All aspects of commerce should be evaluated to see what
“Points of Engagement” can be improved by utilizing mobility
Mobile Points of Engagement
Build a shopping list Select products in the store
Pre-populate a list based on history Show reviews, friends' feedback, special prices, health
information (etc) about the products
Awareness of holidays and other important dates
Suggestions based on choices or actions Pay for products
Choose a physical store Self scan by phone
Pay by phone
Assures the items you want are in stock
Visit the physical store Consume products
Capture comments and feedback as the products are
Provide directions to get there
being used
Proactively offer assistance when the customer enters the
store Customer runs out of products
Locate items on the shopping list, and inform where in the Add to shopping list for next purchase
store to go
Request assistance from remote or in-store associate
13 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
14. Consumer expectations are soaring
Consumers expect a real-time, digital experience with personalized
recommendations, offers, and rich production information that is
infused into the store environment.
Goals: Example: ARISTO Shopping Assistant
The shopping experience is tailored to the
Increase sales, profit, customers preferences, needs, wants, and
loyalty, and consumer shopping mission in real-time at the store shelf
confidence and without adding additional headcount or labor.
14 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
15. Augmented Reality for In-Store Offers
Enable consumers to receive information and special offers
o Product information, Special price info directly super imposed on the products of
interest
Consumer simply pans the store shelves with his personal mobile
device
o Relevant information is super-imposed on the image
Improve in-store experience
o Far superior to barcode scanning $0.33/100 gr
$0.66/100 gr
$0.59/100 gr
$0.37/100 gr
15 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
16. IBM Research – In-Store Presence Zones
“Context will be as influential to mobile consumer services and
relationships as search is to the Web” - Gartner
Pain Points - Retailers lack information:
Which store areas are visited the most/least
Typical path shoppers take in store
How long customers spend in different areas
Which areas have no store associates
Solution:
Deployment of Presence Zones with sensors in each dept.
Sensors identify people when they enter & leave areas
Enables analysis of frequency & duration of visits to each dept.
Benefits:
More effective marketing; determine where to position signs, ads, kiosks
Employee optimization for better customer service
16 Optimization of store infrastructure| such as heating/cooling
@IBMMobile #IBMatMobileCon © 2012 IBM Corporation
17. Mobile strategy for consumers
Deliver the experience that individual consumers want
o A first class mobile browser solution for those that do not want to install a
mobile app
o A rich mobile app solution for those customers that choose, utilizing device
capabilities, and supporting a wide range of device types
o In all cases, the solution should be optimized for the device, screen size,
resolution, and interaction style
Mobile analytics can be leveraged for monitoring the mobile
usage
Leverage the fact that a mobile device is more than just a
portable desktop
o Location based services, presence, and mobile payments/loyalty are key
enablers for an exceptional shopping experience
17 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
18. Agenda
Introduction
Mobile Commerce Opportunities
Implementing Mobile Commerce
18 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
20. Mobile application types
BrowserApps
Web Access Hybrid Apps - Web
Hybrid Apps - Web Hybrid Apps - Mixed
Hybrid Apps - Native Apps
Native Apps
Written in HTML5 HTML5 code and Mixed
User augments web Platform-specific.
JavaScript and CSS3. Worklight runtime code with native Requires unique
Quick and cheap to libraries packaged within language for unique expertise, pricy and long
develop, but less the app and executed in needs and maximized to develop. Can deliver
powerful than native. a native shell. user experience. higher user experience.
Mobile Browser Native Shell Native Shell Native Application
1001010101011101001
Web Code Web Native 0100100101011101001
Web Code <!DOCTYPE html <!DOCT 0011010101010100100
<!DOCTYPE html PUBLIC YPE 100101
html 010101 1001011110010011001
PUBLIC <html>
<html> <! - - created 2003-12-1 PUBLIC 110100 0101010010101010100
<! - - created 2003-12- <head><title>XYZ</title created 101010 1010101010101010101
12 - - </head> 2003-12 101010 0111111000001010101
<head><title>XYZ</title </body> </p> 100100
> </html> </body> 100101
</head> </html> 111001
<body> 001100
</p> 10
</body>
</html>
Device APIs Device APIs Device APIs
Browser Access Downloadable Downloadable Downloadable
20 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
21. Why is mobile different?
Mobile users today expect high-fidelity access to the same information they
have on the desktop, presented in an
easy-to-learn, mobile-friendly format.
Mobile Application Requirements
Mobile users require efficient and timely access to Typing should be minimized.
information. Applications must be usable without connection or
Interactions are short and focused, interruptions moving between connection types.
are common. Timeliness of data must be communicated.
Devices are often exclusively touch-based. Security is critical.
User interfaces must be easy and obvious. Mobile hardware and user interfaces evolve much
Screen real-estate is precious. faster than the typical enterprise software cycle.
And the mobile context is different
The mobile provides contextual information about the person carrying it.
21 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
22. Challenges in implementing mobile solutions
Companies need to support a range of devices for both
consumers & employees
Mobile Development is more complicated than traditional Web
App Development
Target Devices: Which smartphone? Which tablet? Which form factor?
Development Skills: Web or native apps?
Java or Objective C? Or other?
Maintenance: Separate software stacks for each major OS? How to
keep software current?
Security: Encryption? Authentication? Response to stolen/lost devices?
Management: How to provide support and service?
Mobile Value: How to build applications that best exploit mobile
capabilities, such as location and context?
22 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
23. Engage With IBM This Week
1 Meet with an IBM expert to view a product demo
in booth 735
2 Join the conversation at @ibmmobile and
#IBMatMobileCON
3 Learn more at ibm.com/mobile-enterprise and follow
us at #IBMMobile
23 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
24. Join IBM during our other MobileCon sessions!
Date Start Session Title Stage
Wed 11:00 AM IBM Mobile Enterprise Overview 3
11:00 AM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2
11:30 AM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2
11:30 AM Becoming a Mobile Enterprise Step-By-Step 3
1:00 PM Mobile Collaboration for Your Social Business 3
1:30 PM Making Commerce Mobile: Strategy and Trends of Mobile Commerce 3
2:00 PM Manage and Secure Your Mobile Enterprise: Delivering Visibility and Confidence 2
2:30 PM Impact on IT of BYOD and the Mobile Enterprise 2
3:00 PM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2
3:30 PM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2
Thurs 11:00 AM IBM Mobile Enterprise Overview 3
11:00 AM Manage and Secure Your Mobile Enterprise: Delivering Visibility and Confidence 2
11:30 AM Impact on IT of BYOD and the Mobile Enterprise 2
11:30 AM Becoming a Mobile Enterprise Step-By-Step 3
1:00 PM Mobile Collaboration for Your Social Business 3
1:30 PM Making Commerce Mobile: Strategy and Trends of Mobile Commerce 3
2:00 PM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2
2:30 PM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2
24 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
25. 25 @IBMMobile | #IBMatMobileCon © 2012 IBM Corporation
26. Legal Disclaimer
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subject to change by IBM without notice. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, this publication or any other materials. Nothing
contained in this publication is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and
conditions of the applicable license agreement governing the use of IBM software.
• References in this presentation to IBM products, programs, or services do not imply that they will be available in all countries in which IBM operates. Product release dates and/or
capabilities referenced in this presentation may change at any time at IBM’s sole discretion based on market opportunities or other factors, and are not intended to be a commitment to
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Notas do Editor MAIN POINT: IBM strategy addresses the three key client mobile initiatives. Each of these initiative has a some key capabilities that must be delivered. IBM has both the products and expertise to help you address these capabilities needs. Extend and transform the business to yield new opportunities and business models while extending existing business capabilities to mobile employees, customers, and partnersBuild, connect, and run a growing portfolio of mobile apps for customers, partners and employeesManage and secure mobile applications, services and data on a variety of mobile devices and operating systemsSPEAKER NOTES:In today’s mobile world enterprises are transforming the way they interact with their customers, partners and employees by implementing mobile strategies. We’ve heard from clients around the world about the key initiatives they have in the mobile space. They can be categorized in these three simple ways. They want to: Extend and transform the business to yield new opportunities and business models while extending existing business capabilities to mobile employees, customers, and partnersBuild, connect, and run a growing portfolio of mobile apps for customers, partners and employeesManage and secure mobile applications, services and data on a variety of mobile devices and operating systemsIBM’s strategy directly addresses this set of initiatives, enabling our clients to deliver a comprehensive set of solutions to meet their customer's mobile demands and seize the opportunities that the mobile world provides while reducing cost and complexity. Each of these initiative has a some key capabilities that must be delivered. Within Extend & Transform you must be able to incorporate mobile effectively from the strategy to the plan to the implementation. You need to determine and deliver the right mobile solutions for you and your industry. Mobile must be a service you offer – either yourself or through a partner. Within Build & Connect you have to effectively develop mobile apps and choose the type of app that best addresses your needs – whether it’s web, hybrid or native. You have to integrate enterprise data, services, applications and systems. You have to address your wireless networking capabilities to make sure the mobile connections are sound. Within Manage & Secure you must manage the entire mobile lifecycle – from the device and the app to the infrastructure. You must have appropriate controls and analytics across devices. You have to make sure your network communications are secure and managed effectively.IBM has both the products and expertise to help you address these capabilities needs.Here are a few examples of how our customers are addressing these initiatives:Background on customer examples:French Telecom ProviderA European telecom provider decided to get into the home entertainment business offering not only channels but also a large catalog of video-on-demand titles. To make this new business successful, they wanted to enable their customers to buy videos for download across multiple buying channels including mobile. IBM helped them extend their on-line ordering capabilities to set-top boxes and mobile devices to enable their customers to browse and buy video on demand titles anywhere, anytime.ComcastThe need: 1st app rushed to marketExpensive native development by three different partiesNo consistent user experience across environmentsNo code reuse between mobile, Top Set-Box and PC environmentsUser is required to install multiple appsImpossible to update existing app without redeploying the entire native appThe solution:IBM WorklightThe benefit: HTML5 infrastructureSupport for push notificationsIntegration with video grid App store capabilities within the appIntegration with dojox.mobileRecorded interview available at http://cattail.boulder.ibm.com/cattail/#view=jkempel@us.ibm.com/files/C14DCFE05A2F3DDC9FF2A542093F23B6Florida Power & LightServing 4.5 million customers, this electric company of 25,000 employees is a leader in clean energy while exceeding reliability standards and keeping consumer costs below average. They are experiencing a migration from traditional endpoints to mobile devices.Long-time Endpoint Manager / BigFix customerCustomer’s Highlights: Low TCO and ease of adding-on mobile device management capabilitiesDisplaced a leading MDM vendor deployment due to increased infrastructure, training, and administration costsIntegrating with Maximo, RemedyRapid increase and deployment of new functionality throughout BetaResponsiveness and agility of development teamExpect to grow to 20,000+ managed mobile devices We heard on Monday from David Barnes that Mobile computing is one of the key trends (and, is actually the 2nd most concern behind business analytics driving their investment concerns in IT)