A quick framework for retailers considering mobile commerce options.

1. Background: Mobile Commerce Options
Customer Facing – Aligned with Device Type
Background >> Goals >> Problem Statement >> Recommended Solution
Device
Approach Smartphone Tablet Mini (7 inch +/-)
Desktop optimized site
Mobile optimized site
Responsive web design
Hybrid web app
Hybrid native app
Native app
Dominating Platforms iOS iOS iOS
Android Android Amazon Kindle
Surface (Windows) Android
Nook
Surface (Windows)
Blackberry
Asus
…
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2. Share of M-commerce: Non-digital Goods
Aligned with Device Type
Background >> Goals >> Problem Statement >> Recommended Solution
Traffic Conversions Traffic Conversions Traffic Conversions
Device
Approach Smartphone Tablet Mini (7 inch +/-)
Desktop optimized site
Mobile optimized site
Responsive web design
Hybrid web app
Hybrid native app
Native app
Dominating Platforms iOS iOS iOS
Android Android Amazon Kindle
Surface (Windows) Android
Nook
Surface (Windows)
Blackberry
Asus
Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks
…
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3. Share of Mobile Conversions by Platform
Aligned with Device Type
Background >> Goals >> Problem Statement >> Recommended Solution
iOS
iOS
75-80% 75-80%
Android No data
Android
15-20%
15-20%
Device
Approach Smartphone Tablet Mini (7 inch +/-)
Desktop optimized site
Mobile optimized site
Responsive web design
Hybrid web app
Hybrid native app
Native app
Dominating Platforms iOS iOS iOS
Android Android Amazon Kindle
Surface (Windows) Android
Nook
Surface (Windows)
Blackberry
Asus
Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks
…
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4. Evolution of the Top Strategic Goals for Mobile
Client-Verified
Background >> Goals >> Problem Statement >> Recommended Solution
iOS
iOS
75-80% 75-80%
Android No data
Android
15-20%
15-20%
Device
Approach Smartphone Tablet Mini (7 inch +/-)
Desktop optimized site DW DW DW
• Appropriate Brand Presence
Mobile optimized site DW DW DW
Responsive web design DW DW DW
• Brand Presence + Improved Digital Commerce
Hybrid web app
Hybrid native app
Conversions
Native app
• Sophisticated, Relevant Brand Engagement +
iOS
Android
iOS
Android
iOS
Amazon Kindle
Improved Commerce Conversions Surface (Windows) Android
Nook
Surface (Windows)
Blackberry
Asus
…
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5. #1 Reason to Advance to Mobile Native:
Friction in the UX Slows Commerce
Background >> Goals >> Problem Statement >> Recommended Solution
Mobile drives growth, native apps
drive the bulk of the engagement
and yet the majority of retailers
are still at the stage of optimizing
their mobile web sites.
Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks
50% of mobile web users are unlikely to return to a site that they had trouble accessing from
their phone. - *2012 Microsoft Tag survey
63% of those who have a poor experience with a company's mobile channel aren't willing to do
further business with that company across any channel. – Harris Interactive, Mobile Transactions Study
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6. Mapping Top Retailer Goals for Mobile
Aligned with Approach
Background >> Goals >> Problem Statement >> Recommended Solution
Based on strategic goals for Mobile, retailers can choose the
best single approach, or ‘mix-and-match’ for best results.
Device
Approach Smartphone Tablet
Mini (7 inch +/-)
Desktop optimized site
Mobile optimized site Appropriate Brand Presence
DW
Responsive web design Brand DW
Presence + ImprovedDW
Digital Commerce Conversions
DW
Hybrid web app
Hybrid native app
Native app Sophisticated, Relevant Engagement + Improved Commerce
Dominating Platforms iOS iOS iOS
Android Android Amazon Kindle
Surface (Windows) Android
Nook
Surface (Windows)
Blackberry
Asus
…
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7. Recommendation:
Move forward with tablet commerce in 2013
Recommended Best Practices
• Be responsive! Responsive Design is more important
than ever.
• Usability: Test tablet experiences on a variety of models,
including web-enabled e-readers. Use your web analytics
to prioritize which tablets drive you highest traffic.
• Dedicate pay per click campaigns to tablets. Google
Adwords allows you to target tablets specifically. Measure
tablet campaign performance and bids separately. It may
make sense to create day-parted campaigns for
weekends.
• Invest in apps when there is a business case to do so. A
Mobile-optimized HTML5 site can work like an app, but
some brands and sites will benefit from the native
features of an app like GPS, camera, shake and gestures.
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8. Appendix
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9. Key Data Points – the Tablet is at #1
Mobile Drives Opportunity and Apps Rule
Android Android No data
Android
15-20%
Android No data
15-20% 15-20%
15-20%
Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks
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10. More Infographic and Market Data
Growth of tablet use
Higher AOV
Sources: 2012 Google Survey; Forrester; Monetate; StrangeLoop Networks; Adobe
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