1. PUBLIC SECTOR MASTERCLASS
Building a robust & functional mobile website

2. Agenda
1. Who are YOC
2. Latest Industry stats
3. What technology you need to develop the perfect mobile site
4. Design considerations – Mercedes Benz
5. Promoting your campaign with your mobile site – Ted Baker
6. How to enable payment on your mobile site – Waitrose
7. How can you use your mobile site to reduce operational costs
8. Foreign & Commonwealth Office case study
9. Your mobile web check list

3. At a glance
Founded in 2001 and listed on the
Frankfurt Stock Exchange since 2006
210 employees across 6 European
offices
Over 40 employees in the UK
Established in the UK in 2004
Turnover £35m and EBITDA £2.8m
Current Market capitalisation £65m

4. Our Clients

5. 2. INDUSTRY STATS
Smartphone penetration, m-commerce…

6. Industry stats
European Smartphone Market
32% own a smartphone - UK
75% predicted to own a smartphone by 2015
Inflection Point
Global Smartphone Sales
Global Destkop & Notebook Sales
Mobile browsing is projected to outstrip
desktop browsing by 2014
ComScore 2011, Morgan Stanley 2010, 2011

7. Industry stats
Usage mobile websites
8x more growth than apps
+ 22,4 %
Mobile sites
+ 2,8 %
Apps
Tomorrow Focus Media 2011

8. Industry stats
Mobile Commerce
Growth driver for mobile technology (in billion $)
UK
• Peoples’ average transaction value for
purchases with a credit card/ bank details/
PayPal grew by 43% from 2010 to 2011
• 52% (25,2220,000) use mobile commerce
• 45% use their mobile to conduct research for a
purchase
• 38% use mobile to find shop locations, opening
hours, contact details, check prices
• 54% would buy more on their mobile if
websites were optimised for mobile
Coda Research 2010, comScore 2011

9. Mobile Web Traffic
61,939 Unique Visits
71,667 Unique Visits 70,909 Unique Visits
73,532 Unique Visits
1,039,064 Unique Visits 348,045 Unique Visits
6,416,076 Unique Visits 112,715 Unique Visits 160,294 Unique Visits
106,561 Unique Visits 98,903 Unique Visits 27,876 Unique Visits
Source: ComScore 2012

10. 3. MOBILE TECHNOLOGY
How to build a mobile site and what to consider

11. Optimisation

12. How to build a successful mobile site
Cater to all clients/ devices

13. How to build a successful mobile site
Optimise content
Site Editor
FITML
FITML
Processor
+
FIT Device
Application Database
FIT Platform

14. How to build a successful mobile site
Integrate existing sources
FITML
Site Editor
FITML
Frontend HTML, CSS, Java
FITML
Script, Images,…
Processor
SOAP, XML, RSS JSON, … +
FIT Device
Application Database
Backend
Existing Source FIT Platform

15. 4. FACTORS TO CONSIDER
Case Studies

16. Branding/ Design
m.mercedes-benz.com
Mercedes-Benz’s was looking for a global
partner in mobile to:
• Extend the reach of the brand
• Foster brand engagement
• Convey the premium brand proposition
• Incorporate mobile into the multi-channel
strategy
• Drive test drive and brochure requests
• Drive footfall at Mercedes-Benz dealers

17. Campaigns
Ted Baker used mobile to
promote their
Autumn/Winter range
launch:
• QR codes generated
15,000 views via the
mobile within the first
month
• 20% of all competition
entries came from
mobile
• QR code campaign has
been introduced as
standard fixture
alongside web

18. mCommerce
Waitrose saw a growing level of traffic from mobile
devices and recognised that an increasing volume
of consumers want to buy products and engage
with the brand via mobile.

19. Reduce Operational Cost
Postbank wanted to be among the first to offer
mobile banking to:
• Reduces operational cost
• Increases customer satisfaction
• Integrate mobile into multi channel customer
strategy
Results:
• 20% reduction in call volumes from mobile banking
customers
• Follow-up surveys measured increase in customer
satisfaction and high interest in mobile solutions

20. FCO case study
The Foreign and Commonwealth Office
(FCO) is the British government
department responsible for promoting the
interests of the United Kingdom abroad.

21. Business case for mobile
FCO wanted to introduce mobile as a new channel to increase
accessibility of their services.
The aim was to develop a cost effective mobile solution that
provides citizens with in depth travel advise for every country in
the word.

22. FCO
Key sections:
• Embassies’ addresses
and office hours
• Up-to-date news
• Travel summary
• Natural disasters info
• Entry requirements
• Local laws/ customs
• Safety/ security info
• Health info

23. Results
• Improved accessibility by offering mobile optimised sites for all devices
• Follow up survey showed increase in user satisfaction
• It generates an average of 17,000 views per month (UK only)
• Offers up to date information faster than a phone call
• Reduces operational cost

24. 5. CHECKLIST
What to consider

25. Checklist
REASONS FOR MOBILE SITE
Branding/ Design
Campaigns
mCommerce
Reduce Operational Cost
MOBILE TECHNOLOGY
Works on all devices & operating systems
Optimises content for each device
Works with our existing sources

26. Hugh Ritzema-Carter
UK Commercial Director
T: +44 207 199 0118
M: +44 7870 600 282
@: Hugh.Carter@yoc.com