Mobile Commerce Trends, Case Studies & Strategies for Success. Presented @ Cebit Sydney 2014
•
3 gostaram•2,328 visualizações
The mobile commerce market is exploding and developing a strategy for your online retail venture is essential. This presentation looks at how to engage with your increasingly mobile customer and drive growth. Overview: . who are gomeeki . the mobile commerce marketplace . m-commerce models for your business . the basics of your mobile strategy . secret strategies for success . mobile in your organisation . business tools for success
Recomendados
Recomendados
Mais conteúdo relacionado
Mais procurados
Mais procurados (20)
Destaque
Semelhante a Mobile Commerce Trends, Case Studies & Strategies for Success. Presented @ Cebit Sydney 2014
Semelhante a Mobile Commerce Trends, Case Studies & Strategies for Success. Presented @ Cebit Sydney 2014 (20)
Último
Último (6)
Mobile Commerce Trends, Case Studies & Strategies for Success. Presented @ Cebit Sydney 2014
- 1. chief executive, gomeeki shaun dobbin mobile commerce trends and strategies for success Cebit Campus, May 2014
- 2. overview. . . . who are gomeeki . the mobile commerce marketplace . m-commerce models for your business . the basics of your mobile strategy . secret strategies for success . mobile in your organisation . business tools for success gomeeki.com
- 3. who are gomeeki? we are a multi-screen technology & marketing company offering a range of unique retail & media propositions for all stages of the customer journey, underpinned by our award-winning technology gomeeki.com
- 4. what do we do? digital presence acquisition commerce community loyalty & data gomeeki.com
- 5. gomeeki.com
- 6. gomeeki.com
- 7. gomeeki.com
- 8. gomeeki.com
- 9. The Mobile Commerce Marketplace A ‘NEW WAVE’ TAKES SHAPE The Year of Mobile is past; we are now in the Age of Mobile. gomeeki.com
- 10. gomeeki.com SOURCE 1. http://techcrunch.com 2. http://www.asx.com.au 3. http://www.powerretail.com.au
- 11. gomeeki.com SOURCE 1. Google ‘The new multiscreen world’
- 12. + + gomeeki.comSOURCE 1. Google ‘The new multiscreen world’
- 13. gomeeki.comSOURCE 1. Google ‘The new multiscreen world’
- 14. gomeeki.com
- 15. gomeeki.com
- 16. gomeeki.com
- 18. gomeeki.com
- 20. gomeeki.com SOURCE 1. Socialcubix.com FREEMIUM Free app which offers upgrade with advanced features for a fee
- 21. Freemium & In-app purchases gomeeki.com
- 22. gomeeki.com Subscriptions & micro payments
- 23. loyalty, rewards, points, coupons, credits & gamification gomeeki.com
- 25. gomeeki.com
- 27. Leverage ‘the cloud’ of a Mobile & gomeeki.com
- 28. Newspapers read who? Social Media Mobile Radio gomeeki.com
- 29. what? Home Loans Pizza Shop Mechanic Airline gomeeki.com
- 30. where? social channels search partnerships desktop sites retail outlets call centres eDM database gomeeki.com
- 32. why? gomeeki.com
- 35. Understand how consumers are using the medium gomeeki.com
- 36. Consumers are looking for you. On their phones and tablets. Now. gomeeki.com
- 37. Highly Integrated; Integrate Your Marketing Platforms gomeeki.com
- 39. mobile in your organisation gomeeki.com
- 40. the mobile champion who holds the mobile mantle in your company? appoint a mobile champion to lead empower the mobile champion with a cross functional task force
- 41. Centralised mobility expert group gomeeki.com Mobility Program Management Sales & Marketing Operations & Finances IT Retail & Merchandising Customer Services
- 42. De-centralised mobility expert group Operations & Finances gomeeki.com IT Retail & Merchandising Sales & Marketing Customer Services Mobility Program Management
- 43. Workshops Reporting Business Case Product definition and design Requirements Processes Test Preparation Procurement Specification Development Test Preparation Security Component Testing Interoperability Tests End-to-End Testing Soft Launch Ecosystem Expansion Marketing & Sales Program Management New services New partners New products Operations gomeeki.com Project phases and organisational capabilities
- 45. Data & Marketing Automation Platforms gomeeki.com
- 49. summary… 1. mobility has become the dominant communication medium on the planet. A multi-screen strategy is imperative to your future success 2. mobile is not a separate business with its own P&L – mobile is the glue that brings all channels and experiences together 3. when it comes to mobile one size does not fit all. gomeeki.com
- 51. gomeeki.com.au shaun@gomeeki.com +61 2 8263 0000 phone gomeeki.com
- 52. experts in cloud based multi-screen solutions
Notas do Editor
- Our service delivery propositions can be supported by our engagement platform, Ubiquity.Ubiquity was developed after recognizing that many of our customers need support in engaging better with their increasingly mobile and multi screen audienceUbiquity is a modular cloud based, SaaS platform with sophisticated messaging, payments, content delivery, customer profiling and real-time analytics capabilities and can be integrated with our customers existing systems.
- A more recent deployment, Origin Energy is now using a combination of SMS and mCommerce to offer their customers a more convenient ways of paying their bills
- Gartner, the research firm, estimates that worldwide, people spent $US235.4 billion through mobile payments in 2013, compared with $US163.1 billion in 2012.Facebook’s recent reporting highlights that now 53% of their total revenues is generated via ads displayed on mobile devices.PayPal and its parent company eBay reported revenue increases through mobile commerce of 88% in 2013.Whilst domestically ANZ banks mobile app has been downloaded by over 1 million of their customers and processed $56b in transactions in the last year.Clearly, the market is booming.
- An average consumer in Australia is engaging with screen based media far more frequently and for much longer that more traditional ‘no screen’ based media such as the radio, newspapers and magazines.And amongst screen based media, the mobile audience has reached scale. Whilst time browsing the desktop and watching television has held mostly constant over the past 2 years, time spent on mobile has nearly doubled. Today the average consumer spends 127 minutes per day in mobile apps.
- Now this stat can be viewed as a positive or a negative, depending on who you speak with…..
- There is little doubting that Mobile shoppers are the future of retail, using this medium to increase conversion rates, upsell more products, or reward your best customers, with Recent Deloittes research indicating that smartphone shoppers are 14% more likely than non-smartphone shoppers to convert in store. Those are powerful numbersHowever these shoppers are also sometimes referred to as ‘show-roomers’. To get customers in store is challenging, but show roomers might be just using your store to compare, try on clothes etc then a competitor might be engaging with them even when your customer is in your store…. Retails challenge today is to turn the use of mobile devices instore into a positive not a negative and there are many strategies being employed by creative retailers today doing just that.
- You don’t need to look as far back as the 60’s to see how differently Australian families and audiences are spending their ‘me’ timeActually, this didn’t change too much until the late 90’s
- In today’s household, an image such as this one is more likely the norm, with various devices and ultimately competition for consumer share of mind due to the accessibility of devices available to all members of the household.Brands are racing to identify the complementary and sequential experiences of which can add further value to their customers and drive commercial objectives such as increased engagement, sales or repeat purchases. Your customers have a lot of options, and the challenge is how can you provide them the most value in their already busy lives?
- There are numerous m-commerce models available to business’ of all types. Such as successful extensions of existing digital business’ e.gEbayStandalone mobile business’ where mobile only solutions that play to the unique characteristics of mobile are also playing a part in this ecosystem. For example Uber the private taxi service or Snapchat the picture sharing service.To plays of which integration of mobile commerce elements with the offline world such as bricks and mortar retailers.Today I will focus on the most popular & successful models and provide some examples of successful executions.Should be at 10 minutes
- Freemium Is the Most Profitable Pricing Strategy for AppsA freemium (coined from the words ‘free’ and ‘premium’) is an application, game, or any service that a company provides free of charge but with the view to eventually make money from it by charging for upgrades, improvements or additional services.In seven of the Apple App Store's 10 largest categories, the majority of revenue comes from in-app purchases in free apps. Effectively Freemiumis a numbers game, so bust out your Excel spreadsheet. It’s all about finding things in the margins — lots of little things rather than one key thing.Freemium can work for any business if you have 1) a great long-term retention rate, 2) a product that increases in value over time and 3) variable costs.
- This table examples the success of Freemium across categories.As you can see with the exception of navigation and productivity it is working for any category on app stores.One of the reasons for this might be the challenge business have in getting a user to download an app if its paid for, without trialing it the success rates drop off significantly.I recall when we did some work for one of the NRL clubs that our free app, of which was the most downloaded apps a couple season ago received over 40,000 downloads yet some clubs went in with a one time fee of $4.99 and only managed a few hundred downloads.
- A great way to increase the perceived value of a product or service or reduce the costs is to employ a subscription and or micro payment model to your apps.Some common examples might be Spotify’s music streaming service, or Foxtels recently released Presto apps extending our their Pay TV service to mobile devices.$1 a day certainly sounds like a good way to frame a service of which actually is costing a user $365 / year. Instead of asking them to pay it upfront this is of probably an easier sell….An innovative example of subscriptions is one of our customers Aussie Farmers Direct, they’re adding value to customers through deliverying fresh goods and services direct to the home, via their friendly ‘milkos’ in short the consumer subscribes to a list of products and can change their order at any time given the week, but the essentials you would typically have in your basket, milk, meat bread etc just turns up like clock work unless you wish to change your order..In March last year we launched their apps on iOS devices and the results have exceed all expectations.In an average week, 20% of all online/App order changes are made through their Tablet and iPhone Applications.As an acquisition tool their Apps have become critical, with 28% of new online/App customers using the App to sign up to the service.Their Apps have a high conversion rate of 29%, compared to 8% on the website.In an average week, nearly 30% of total company revenue from customer orders is generated via their App.A suggestive selling feature was introduced and has attracted on average a 9% sales uplift for those products.Another example of micro payments in the market might be the NRL and AFL Digital pass apps,
- Mobile commerce models don’t necessarily require a user to transact directly on the device. Coupons have proved very popular, particularly in the US recently and I expect this trend to grow in Australia over the next few years, supported by technologies like Apples passbook where proximity marketing can be activated very easily to drive footfall traffic into bricks and mortar.Coupons in many cases would form a part of a strategy involving credits, points and gamification (such as Foursquare badges)A leading case study of this model executed well is Starbucks Loyalty program in the U.S. Reportedly the most used digital payments app in America,About 10 million customers pay for their lattes with the app, making more than 5 million transactions per week. The key to success “Not only is it making it easy,” says Starbucks Chief Digital Officer, Adam Brotman. “It’s enhancing the experience and the relationship with the customer.”
- Mobile advertising is of course a well known and popular m-commerce model amongst many different typically ‘free’ services. The most well known is possibly Facebook whom are effectively the worlds largest data mining company serving up ads based on the wealth of information their users happily hand over in return for free use of their network.The Australian mobile advertising market is predicted to grow 100% in 2014, driven by high penetration rates of smartphones and tablets1.1 Source : http://www.hapticgeneration.com.au/frost-sullivans-top-6-predictions-for-2014/
- The models I have mentioned in the preceding slides are where if a m-commerce strategy was being considered these would of course depending on your product or service likely be a good place to start researching appropriateness, due to their successes in the market to date., however you also need to ensure that you’re keeping an eye on future trends, of which might be integrated into your models.We’re seeing a huge amount of innovation and new technologies being trialed and rolled out in markets around the world, frankly its difficult to keep up with the pace of this innovation. Which ones end up winning the race for traction and main stream, long term viability remains to be seen.
- Three interesting technologies of which I expect will play a role in the future of further enablement for Australian business’ include:1. Digital wallets – such as the example you see here being trialed by Tesco in the UK and I believe Coles in Australia2. Card reader devices - Square payments is probably the biggest global player in this field and according toe a recent financial review article we should expect them to roll out in Australia in the near future.3. Beacon technologies – such as paypal’s beacon leveraging technology inbuilt in smartphones using low frequency blue-tooth (BLE) to send proximity messages to devices.
- I wanted to talk next with you about the basic ingredients of a mobile strategy. Business’ speak with us at varying stages of this process and typically we will request the same basic information to assess appropriateness and it I should mention that it is important to define from the outset what does success look like? What are the key drivers and metrics of success? How will they be measured?Clear Metrics on ROI can then be measured and strategies adjusted on these KPI’s.Should be at 15 minutes
- Who is our audience?What are their DemographicsWhat are their InterestsWhat devices are they using Popular devices? iOS / Android, tablet etc?How do we integrate MarCommms with our marketing channels?Existing analytics is important to break it down to relevancy for your mobile customers and where priority's should be placed initially for effectiveness.
- What is our product or service?What type of commerce model will make the most sense to adopt given the nature of our product? Coupons? Subscriptions? Credit Cards?This is also important when making decisions around the type of technology choices you might make.For example, if you’re selling home loans or some other form of financial service, it likely doesn’t make sense to develop a native application as users wont have too much of a need in this journey to purchase to be coming back and using the app ongoing. A mobile site would make much more sense in this instance. Where as a pizza store will have much more repeat business and therefore providing their customers with a richer experience, whilst taking up ‘real estate on their customers phones would make more sense to develop a native app that can be downloaded for ongoing usage.
- Where does it fit into our business’ overarching strategy. It is important to think holistically about what mobile means to your company and the role it will play with the rest of the business
- When are your customers likely to be using your product or service?What time of day are they likely to be accessing or searching for your content?How long will they have to access information? E.g are you advertising on billboards at bus stops for example, or using the advertising network in the bus itself?Are there variables at play such as weak mobile network coverage?
- First question to ask yourself is always 'Why?’ do I need this?So many times we receive enquiries from marketers saying they need a mobile app. We always pose the question ‘Why’ and have heard some great reasons for this…This has certainly improved in recent years since the hype of the iPhone has subsided but it is still a very important question to be asked when defining your mobile commerce strategy.Why would our customers use this product? What value does it provide to them?
- Five secrets for Success.Successful applications will typically employ common elements.In order to succeed in the marketplace and be part of the mobile commerce growth story, m-commerce solutions need to take advantage of the qualities that make them different from traditional Web-based e-commerce solutions. Those qualities include being always on, enabling easy integration of different applications, supporting social and gamification trends, and showing an awareness of how the consumer is using the mobile commerce application.Should be at 20 minutes
- Business’ are more commonly thinking mobile first.Mobile first organisations embrace mobility as their primary IT platform in order to transform their business and increase their competitiveness.eBay and even organisations such as the ABC are now always placing mobile first and foremost in every decision being made.
- Understand how consumers are using the mediumAgain, if I bring this back to the ‘when’ slide in your mobile strategy fundamentals, we need to understand how customers are engaging. Earlier in my presentation we highlighted the trend of multi-screening. Consumers are using multiple devices to complete tasks, this is reportedly over 90% of consumers displaying this habit.A search might start on a mobile device, with deeper research taking place on a tablet and then followed up on a desktop for a final purchase.Your brand needs to be able to deliver a convenient, simple and immersive experience across mediums.
- Search has without a doubt been the single biggest driver of mobile growth in recent years.Mobile is being used as a means of easily finding products and services whilst on the go in consumer busy every day lives. This is easily seen in the continued growth of both Google and Facebook revenues and their mobile earnings.Your business needs to be discoverable on mobile and then it needs to be delivering an experience of which is suitable for a mobile environment… I am continually surprised how many times I see an advert for brands delivered on a mobile device that takes you off to a desktop browser website. Conversion rates of this traffic would be significantly higher should the consumer be taken to a mobile optimised and more streamlined experience.
- Integrate your marketing platformsOne of the cornerstones of modern Web and mobile solutions is their ability to seamlessly integrate with each other. Service-oriented architecture has enabled disparate applications to talk to each other like never before. It is critical for modern m-commerce applications to integrate with various sources and feeds to provide value to customers.Integrations on the front end like the ones with social networks -- or at the back end to create offers, run promotions, etc. -- are not just desirable, but critical to the success of mobile commerce applications. More than before, it is time for players to look beyond their app and into partnerships and integrations that provide value.
- Leverage SocialModern commerce applications that are written for mobile devices need to integrate with social media for marketing and promotions. They should also enable sharing and collaboration among users in the form of group deals, reviews, etc. The field is wide open for creative ways to engage consumers and their networks, including ad hoc networks based on location, demographics and behaviour.
- Mobile in your organization?How do you structure it? What types of skills do we need?Should be at 25 minutes
- Who holds the mobile mantle in your business?Appoint a mobile champion to lead the mobile charge in your organisation. Someone to take ownership of its success and evangelize the cause.Empower the mobile champion with a cross functional task force. The mobile champion shouldn’t be the only person contributing but the one guiding its direction and bringing together the elements and expertise necessary for success.
- Many larger organisation have started their mobile execution by putting together a centralised mobile expert team that engages with silos or departments.
- Typically as a product matures this team is de centralised and mobility expertise is then integrated into each team
- Jumping into the phases and elements in a typical mobile project you will see there’s a huge amount of work to be done.I have realised that every business has strengths in different areas for example some are better at the strategy, ux and others the development, some will of course choose to outsource the entire project cycle and instead remain completely focused on their core business, whilst de-risking the organisation from possibility of failure.
- Behind the scenes, smart companies are putting to work powerful tools to drive growth and maintain awesome experiences across their channels. At a high level I will discuss some of the more popular ones being used for serious results.Should be at 35 minutes
- Mobile, more so than desktop is a highly personal device and as such your brand has the opportunity to deliver one to one communications to your customers, offering the opportunity to engage in deeper and more meaningful relationships, over a long period of time.Example data and marketing automation platformsYou need systems in place to deliver highly personalized, targeted and relevant messaging across SMS, email, push suggestive selling etc.A couple of popular platforms include:Urban AirshipExact Target
- Recently significant advances have been made by cloud infrastructure providers such as Amazon (AWS) Rackspace and Google. This can help businesses ease the burden of having to identify Capex for project and instead leverage Opex budgets with monthly billing that grows with demand.All of our solutions are now sitting on our cloud based infrastructureThe ABC for example manages over 1.2 millions API requests / second on a big news day and can scale from a resting 6 servers to over 40 in a matter of minutes.For the Parramatta Eels product, by leveraging the cloud, we were able to provide a much more cost effective solution than might have been achieved even 3 years ago. Scaling the platform as demand grew on game day and bringing it back down to a much smaller resting state during the week.
- Example popular analytics platforms include 1. Flurry2. Google3. Ubiquity4. Mixpanel
- A simple yet extremely effective and essential tool to be leveraged by any business is the Google Places product. There’s little doubt that search is a major catalyst for the growth in mobile and as such your customers are looking for you when they’re on the go. Ensuring your business is visible, above your competitors is imperative.