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Mobile Commerce

Mobile Commerce. Approach and Strategy Michael Allinger November 21, 2011. Agenda. Why Mobile First Step Mobile Application vs. Mobile Site Next Steps Planning for the Future Questions. Ecommerce Innovation.

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Mobile Commerce

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  1. Mobile Commerce Approach and Strategy Michael Allinger November 21, 2011

  2. Agenda • Why Mobile • First Step • Mobile Application vs. Mobile Site • Next Steps • Planning for the Future • Questions

  3. Ecommerce Innovation • “If they would have asked people what they want they would have said faster horses” –Henry Ford • Ecommerce was like the early days of the automobile industry • Early innovators brought us to where we are today by driving innovation

  4. Mcommerce Innovation • Ecommerce is now more mature • When an industry becomes mature: • The consumer drives innovation • Early innovators who cannot adapt get left behind • “Any customer can have a car painted any color that he wants so long as it is black.” – Henry Ford • Companies that listen and relate to their consumers will be successful

  5. M-Commerce Usage • Customers are using their smart phones • If you have a web site then you have mobile users • Predicted that mobile traffic will exceed desktop traffic in the next few years • At 7% of total now (NY Times) • Mobile revenue ranges from 2%-10% • Expected to grow from 58% CAGR over next few years (eMarketer.com) What is the experience like for mobile users on your site?

  6. Mobile Strategy Priority #1 • Make your site usable to mobile customers • Start with a base set of functionality but make it good • Include keys to your brand • Include store locator if you have brick and mortar • If you can not make it easy to use, don’t do it • Don’t do too much at first • Time to market rather than features • Dynamic scaling (Adaptive or Responsive Design) vs. Fixed width • Don’t forget about emails

  7. Definition: Site vs. Application • Mobile Site: • Hosted application which renders pages • Just like your standard site except: • Optimized for usability such as resolution and input • Uses only technologies available on mobile devices • Mobile Application: • Native to each device • Requires different application for each type of device • Can utilize additional functionality on device • However gap is closing

  8. Mobile Strategy Priority #2 • Consider Mobile Application Approach • Look towards partners • Partner can develop custom application • Focus on Droid and iOS for largest penetration • Pick a partner that has done work in your space • Look at their application and read reviews • Consider useful applications rather than duplicating site experience • One off applications are more successful • Partners can include you on existing applications • Coffee Table application for iPad • Only hire or train developers if you want to be continuously innovative • SOA Your Commerce Platform • Opportunity to provide foundation for future commerce • Decisions now enable your future • Consider a commerce platform which enables this • It’s okay to decide not to do anything (yet) but start planning

  9. Mobile Strategy Priority #3 • Phase 2 of Mobile Enabled Site • Add features on the bubble • Test, test, test!!!! (Like on your main site) • KPIs • A/B test anything new • Your customer wants to talk, let them • Surveys: in-store and online • Review analytics • Review competitors sites but do not use that as only source • Recycled functionality might not be relevant • Only add functionality which will help consumer

  10. Mobile Strategy Priority #4 • Move beyond mobile by leveraging existing features • Social shopping • Kiosk • Mobile POS • Electronic popup store • Determine direction and engage the right partners

  11. Questions Contact me: Michael Allinger mallinger@demandware.com Thank you

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