Mobile Commerce Strategy Guide by Four Directions Limited

1. M-Commerce
Your First Step to Trade Global

2.  Part-time Teacher in Nanjing University
Eric Tang  Young Entrepreneurship
 Mobile App, New Media and Digital Publishing
Business Strategy Director  Founding President of Hong Kong Young
Entrepreneur Alliance
Product Director
 Co-Founder of Start Leadership
Programme (Hong Kong Chapter)
 Co-Founder of AppGreen Limited

3. Traditional retailers have been facing serious challenges recently
What Smartphone users usually do with their phones?
Smartphone owners Used online/mobile
USA
shopping coupons
Smartphone owners Accessed a social
network
Smartphone owners Searched for
UK
restaurants/pubs
Country
Smartphone owners Purchased a
product/service
Smartphone owners Product search
Taiwan
Smartphone owners Browsed the Internet
Smartphone owners Used an application
China
Smartphone owners Tethered to a
0 10 20 30 40 50 60 70 80 90 computer
Percentage
Source: http://www.flickr.com/photos/unav/4118995807/sizes/z/in/photostream/

4. Traditional retailers have been facing serious challenges recently
85%
of US consumers
are expected to
use their phone
while shopping
in-store in the
2012 holiday
season Source: http://www.flickr.com/photos/ljrmike/6981556406/

5. Traditional retailers have been facing serious challenges recently
Has ever purchased on smartphone
65
USA
69
UK
Smartphone owners No
Smartphone owners Yes
60
Taiwan
41
China
0 10 20 30 40 50 60 70 80
Source: http://www.flickr.com/photos/nrkbeta/3905907681/sizes/z/in/photostream/

6. China Mobile Internet Traffic surpasses Desktop Internet Traffic in 2012

7. Executive Summary from Google Mobile Report

8.  Something You Really Need to Know
 Six Steps To Build M-Commerce
The Future of Your Business
 Make Friends with Four Directions
 What 4D Means to M-Commerce

9. Something You Really Need to Know

10. WHAT IS MOBILE COMMERCE?
• We believe M-Commerce does t ea o ly sales on mobile
devices, but that it plays an important role on bridging the gap
created by E-Commerce and in-store shopping.
• Through reati g a i tegrated ri ks & o ile li ks mCommerce
approach, physical retailers can allow customers to harness
the common benefits of shopping online (product reviews,
information, and coupons) while still shopping in the physical store.
• M-Commerce is NOT only about the mobile version of your E-
Commerce Site. It is about how to take advantage of Mobile Devices
to gai your target arkets atte tio .

11. Mobile Experience for Merchant and Consumer
Source: Mobile Commerce: A Roadmap for Banks and Mobile Operators by Accenture

12. The M-Commerce Ecosystem
Source: Mobile Commerce: A Roadmap for Banks and Mobile Operators by Accenture

13. Relationship Between Website and Mobile
• Your E-Commerce Strategy will usually be a Pre-Requisite BEFORE
LAUNCHING your M-Commerce Campaign
• E-Commerce site will act as your basis for handling order
placement, product management, traffic gaining, digital strategy
base of your M-Commerce App or M-Commerce Site.
• Mobilizing your E-Commerce strategy is a MUST. Leverage the
characteristics of Mobile Devices such as screen-size, motion
detection, camera, instant messaging, location-based detection
and etc.

14. So what are the range of options to
interact with mobile consumers?
- Leverage Instant Messaging such as WhatsApp, SMS, Push
Notification and customized IM tools to Engage consumers about
new products, offers and any messages
- Interact and Share with your community through social commerce
features including recommendations, reviews and ratings
- Compare price with your Competitors if you do have Price
Advantage. People love comparing price by Mobile or Desktop
- Check stock level, in-store sales, or to confirm Order Deliveries
driven by Push Notifications
Inspired by folks in ebiDigital

15. Some More…
- Be a bridge between your PHYSICAL STORE and virtual world. Bring
traffics to your Store by adopting Location-based Services, alert
shoppers about your Time-Sensitive Promotions
- Redemption of DISCOUNT or other offers based on QR CODE,
BARCODE, VIRTUAL COUPON.
- Notify mobile users with Time and Location-Based Sensitive Offers
by analyzing their profiles to maximize conversion
- Use of QR code and image recognition services to provide real-time
product information to those in store
Inspired by folks in ebiDigital

17. Six Steps To Build M-Commerce
1. Identify Your Target Market, Analyze Their Mobile Behavior, Draft
your Key Strategies
2. Check whether your existing Website, Social Media Site, SEO
Strategies are the Perfect Match with your Mobile Strategies
3. Build your SEO-optimized website with Magento, Open
Source E-commerce Framework
 Support major payment gateway such as Paypal and Alipay
 Optimized your mobile site, website with at least 3 major Primary
Keywords
 Optimized each product page with at least 5 major Primary Keywords
4. Turn your Website into Mobile-site and Mobile App
5. Implement your Campaign with Mobile Site and App
6. Have your loyal followers in Facebook, Twitter and Weibo
ready! Go for Viral War NOW!

18. Key Mobile Commerce Strategies
Reach
Potential and Existing
Customer Bases
Act
Build your M-Commerce
Site and App based on
online store
Convert
Adopt your strategies and
App User Experience Design
to convert real transactions
Engage
Interact with your customers
by push notification, instant
messaging and social sharing
Inspired by folks in First 10

19. Mobile Conversion Funnel
Source: Mobile Commerce Guide of ebiDigital

20. Tips for Gaining Mobile Data - 1
• Google Mobile Planet
– http://www.thinkwithgoogle.com/mobileplanet/en/
– A regular survey for different countries starting in 2011, this
enables you to prepare your own reports.
• ITU
– http://www.itu.int/ITU-D/ict/
– The International Telecoms Union data reports mobile usage
including mobile broadband subscriptions to show growth in use
of mobile. This reported at country, continent and overall levels,
so is the best overall source for mobile penetration worldwide.

21. Think with Google, Mobile Planet

23. ITU

24. Tips for Gaining Mobile Data - 2
• Xyologic app download reports
– http://www.xyologic.com/app-downloads-reports
– This is a great source for showing the overall level of app usage
across the four major mobile app platforms by country and
drilling down into the popularity of individual apps for different
sectors like retail, banking and travel. Around 30 countries are
covered
• Flurryblog
– http://blog.flurry.com
– For specific reports on trends in app usage. For example, this
recent compilation of app usage shows the dominance of games
and social networking and the potential of utilities.

26. Tips for Gaining Mobile Data - 3
• Comscore Digital Future Series
– http://www.smartinsights.com/marketplace-analysis/customer-
analysis/new-free-worldwide-digital-media-statistics-reports-
starting-with-uk-us-and-europe/
– Comscore is one of key worldwide sources useful for marketers to
help us find out about the changes in use of mobile media by
consumers.
• Ofcom Internet usage report
– http://www.smartinsights.com/marketplace-analysis/customer-
analysis/new-internet-usage-report/
– Of o s seventh International Communications Market

28. Part of the Long Checklist
 Do you have a Website?
 Do your Website support Shopping Cart?
 What kind of payment gateway do your Cart support?
 Is your Website Responsive enough? (P.S. Do you know what is
responsive?)
 Do you have a Facebook Fans Page, Weibo Page, Twitter Account?
 How many followers do you have?
 How often do your followers like or interact with your contents?
 What keywords do your Target Market usually search for?
 How many of targeted Keywords have you optimized for?
 Do your Product Page optimize for PRODUCT KEYWORDS?
 Do you have YOUR FAVORITE MCOMMERCE PARTNER 

29. Introduction to E-Commerce World
• Magento – The largest Open-Source E-commerce System adopted by
many of Fortune 500
• Paypal – Everyone in Universe shall hear that before
• Alipay – Everyone in China shall hear that before
• Paypal Go, Square, NFC – The future of mobile payment gateway
• SEO Sta ds for Sear h E gi e Opti izatio i ase you do t k ow
• Every PRODUCT need to be optimized for SEO
• Google changes the rule all the time, be SPEEDY!
• Keyword Advertising is one of the effective way, not ONLY!
• Update your Product Description and Images, they ROCK your
Customers then bring you MONEY

32. Responsive Mobile Site
• Responsive Mobile Site design, be aware that different mobile phone
support different screen-sizes
• Mobile site layout shall be re-designed for mobile devices, such as
changing a long navigation menu into popup button menu
• Select featured content into mobile version
• Think on Percentage , not Pixels
• Design for Rollovers or Gestures

34. Indochino - website

38. Select your Favorite Payment Gateway
• Web-Based Payments
• Mobile App Payments
• Operator Carriers Billings
• Direct operator billing for mobile sites and Apps
• PSMS (premium rate messaging)
• Payment-Specific Apps
• Personal Banking
• Person-to-Person payments
• On-device payments

39. Some of Mobile Payment Gateways

40. Design a Perfect Mobile Commerce App
• E-commerce site and Mobile Commerce App share the same
database and synchronize the data in real time
• Support Push Notification, Instant Chat and Social Sharing Feature
• Aware how your Marketing Campaign, Promotion Offer show
properly and effectively through your Mobile App
• Be consistent with your Corporate Identity
• The layout shall be optimized for mobile user behavior(How finger
usually move around the mobile device to browse data)
• Apply same set of logic such as Logistic, Pricing Method and
Promotion Offer from E-commerce to Mobile Commerce
• Well-designed and friendly User Experience and User Interface
Design
• Multi-Platform Support
• Seamless Frontend Integration

41. Gilt
Gilt Groupe remains
one of the largest:
Last year online
shoppers
purchased $600
million worth of
clothing, trips, and
home décor from
the New York-based
company, often at
steep discounts.

42. TaoBao
The Nov. 11 sale
date, or "1111," was
launched in 2009 by
Taobao TMall,
reached 19.1 billion
yuan ($3.043
billion), exceeding
all 24-hour online
sales numbers the
U.S. has ever had.

43. Other Mobile Commerce App Cases

44. Everything Goes Social
• Motivate final consumers to share your mobile app or product
page in Facebook, Twitter and Sina Weibo
• Be your own Social Media representative
• Campaign for your followers to download mobile app or view
mobile sites
• Track your traffic by Google Analytic, App Annie, App Figures and
Flurry!

45. Make Friends with
• We have 50 talents in local team and over 100 people in global
team
• Supporting region: Hong Kong, China, the Philippines, Taiwan and
Canada
• We have full team in account servicing, project management,
technical and creative work
• In 2010 to 2012, we developed over 150 mobile apps, 100
websites, 50 mobile websites and managed over 50 mobile &
social media campaigns

46. Mobile & Social New Media
mCommerce Digital Publishing
Application Marketing
• iOS, Android App • mCommerce • Digital Strategy • iOS & Android
• Mobile Web & Strategy • WOM Marketing eBook Publishing
Game • Mobile Shopping & • CPC, CPA & Mobile • Enterprise Digital
• Web and Social App Commerce Solution Advertising Publishing
• Facebook App • Mobile Payment • Social Media
• Augment Reality • Social Commerce Marketing
Solution • O2O Marketing • Digital Campaign
• Indoor Positioning Management
• LBS Solution • eDM Management
• Digital Analytics
The winner of 2011 Top 100 Growth Award 7 Kam Fan Awards 2012
Red Herring Asia 100 of Asia Brand

47. • QR Cookies
– Silver award in Campaign – Best Small Budget Campaign (up to HK $0.5M);
– Bronze award in Online Advertising;
– Bronze award in Mobile (Mobile Marketing non-application based);
– Bronze award in Ambient;
– Merit award in User Experience;
– Merit award in Single – Use of Digital Media
• Dreambot
– Merit award in Mobile (Mobile Applications)

48. Some of Our Clients

49. What 4D Means to M-Commerce
• Your Professional M-Commerce Technical Partner
• Provide one-stop consulting and implementation services on E-
Commerce, Mobile Commerce and Social Commerce
• Provide tons of Well-established and Award-winning Solutions for
Clients
• Provide standard mobile app services at BEST price

50. What You Need is a Cross-Platform, One-Stop Solution
Mobile Catalog O2O Solution M-Commerce
For Age of Showrooming Turn your Website into App Turn your Ecommerce Site
into Mobile App

51. AppGreen
Provide a web
portal for
commercial users
build their own
Catalog App which
supports iPad,
iPhone and Android
in minute. We
Provide Excellent
User Experience.

52. Element
A module-based
App Solution for
Small and Medium
Businesses build
their own O2O
marketing apps.
Just pick from tons
of beautiful widgets
we build for you!
Go and Be Element!

53. Mobile
Commerce
We provide a
seamless frontend
integration with
major e-commerce
system, e.g.
Magento. Just
install a plugin to
control the system
and you manage
your online store
and mobile app at
the same time.

54. Please Drop Us a Line
Four Directions
Room 511, Block B, Hoi Luen Industrial Center,
55 Hoi Yuen Rd, Kwun Tong, Hong Kong
Tel.: (852) 2154 0069
Fax.: (852) 3016 9790
General Enquiry: info@4d.com.hk
Sales & Marketing: sales@4d.com.hk
Technical Support: helpdesk@4d.com.hk