2016 - m-commerce is dead - long live m-commerce!

Mobile Commerce. HTW Chur. Namics.CHUR, 19T H APRIL 2016

Johannes Waibel. Principal Consultant.Yannick Rennhard. Consultant.

Agenda.

FIRST Welcome. 5 MIN

SECOND What we do. Nutshell. 15 MIN

THIRD Mobile Commerce. 70 MIN

FORTH Groupwork. 45 MIN

FIFTH Presentations. Wrap-up. 45 MIN

Welcome.FIRST

Namics.

Johannes Waibel.Principal Consultant.

Who we are.WELCOME.

Yannick Rennhard.Consultant.

4

Namics.5WELCOME.

Our goals for today.

1. Web Agency. Basic understanding.

2. Mobile Commerce. Origin, Present and Future.

3. Make you work. Just a little bit ;-).

4. Answer as many questions as possible.

What we do. Nutshell.SECOND

An example.WHAT WE DO. NUTSHELL.

Namics.WHAT WE DO. NUTSHELL.

Graubünden Ferien. Project Proposal. 8

Analysis.

Concept.

Implementation.

Operation.

Coordination.

Namics.

Project phases.WHAT WE DO 15

Analysis Implementation OperationOffer Concept

Coordination

Namics.

ADD SCREEN

CASE STUDIES 16

ADD SCREEN

Graubünden Ferien. Result.16

Namics.WHAT WE DO. NUTSHELL.

Namics.19NAMICS IN A NUTSHELL

Locations.

Frankfurt

Hamburg

ZurichBelgrade

Munich

Saint Gallen

6LOCATIONS

20YEARS


500 specialists.

250DEVELOPERS

200CONSULTANTS

50CREATIVES

Design

Consulting

Back End

Front End

Project Management


Our services.

Website & Portals

Digital Workplace

E-CommerceDigital Communications

Mobile Business Solutions

Operation Services

Some other examples.WHAT WE DO. NUTSHELL.

Namics.CASE STUDIES 24

UBS. Paymit – Mobile peer-to-peer payment.

Namics.CASE STUDIES

Victorinox. Shop Relaunch.25

Namics.26CASE STUDIES

Some other Clients we’ve worked for.

Mobile Commerce. THIRD

Shops move Online.1995 - 2007

Namics.1995 – 2007: SHOPS MOVE ONLINE

A question.

What was the first thing ever ordered online?


Drivers. Established retailers.

Conventional retailers look for alternative sales channels and new services online.

31


Drivers. New players.

Innovative players in the retail market build their business model on selling stuff online

Examples: - Amazon- eBay- etc.

Namics.33

The web as a sales channel promises:- Nearly unlimited reach- 24/7 shopping (no more opening hours)- Low fixed costs (personnel, showrooms)- New promotional options- Easy maintenance

But…

Brave new online world?1995 – 2007: SHOPS MOVE ONLINE


Challenges.

- Creating a good user experience in online shops is tricky:- Enable users to find the desired product- Organization and appealing presentation of content- The users need to learn and get used to new patterns

- E-Commerce requires a new set of technological skills.- Additional personnel is required for setup and maintenance.


Solution.

- Structure: - Navigation- Categories

- Search:- Text- Facetted

Namics.

The history of M-Commerce.1995 – 2007: SHOPS MOVE ONLINE 38

1995 – 2007

The Web

Digital Content

Drivers:

Led to:

Era: Shops move online

Mobile Optimization.2007 - 2012

- The 1st iPhone. Simple as that.

- The iPhone redefines the way we browse the web on a mobile device

But…

2007 – 2012: MOBILE OPTIMIZATION

Drivers.

Namics.2007 – 2012: MOBILE OPTIMIZATION

Challenge.41

This:


Challenge.

- Websites made for desktop screens look and feel awful on a mobile device!

- Formerly used navigation- and design patterns no longer work because of:- Smaller screen size- Touch as a new way to interact (instead of mouse)

- The pinching and zooming gestures helped but didn’t really solve the problem


Solution.

- Specific templates for the display of content on mobile screens

- Depending on which device type the visitor uses, the content is displayed differently

- Mobile-URLs (e.g. m.facebook.com)

Namics.

The history of M-Commerce.2007 – 2012: MOBILE OPTIMIZATION 44

1995 – 2007

The Web

Digital Content

2007 – 2012

New Devices

Mobile as a seperate channel

Drivers:

Led to:


Mobile Optimization

Mobile First2012-2015

Namics.2012 – 2015: MOBILE FIRST 46

http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/

Mobile usage outruns Desktop.Global users (in Millions)

Namics.47

Namics.482012 – 2015: MOBILE FIRST

Mobile Commerce Transactions (US).

142Forrester Research: US Mobile and Tablet Commerce Forecast, 2015-2020

115 1 Year

2015 ($ Bn)

2016($ Bn)

+ 23 % 2525 Yea

rs

2020($ Bn)

+ 119 %


Mobile UX matters.

- Conversion rate strongly depends on a good user experience.

- Example: Bullymax, a pet food retailer increased its conversion rate by 24.5% just by improving mobile user experience

Conversion:

+24.5%

http://conversionxl.com/improve-mobile-ux/


Drivers.

- Mobile has overtaken Desktop as the most important channel

- An optimal user experience on mobile screens is critical for success.


Challenges.

- Users expect uncompromised experience on all devices.- The question is how to ensure an optimal experience for

both mobile and desktop applications.- Up until now, the premise was to base the concept of a

website on the desktop screen size and then adapting the design to mobile screens.


Solution.

2007-2012

2012-2015M

IND

SH

IFT

Namics.53

When something works on a mobile screen, it usually works on a desktop.“Mobile First” - Principle

Namics.

The history of M-Commerce.2012 – 2015: MOBILE FIRST 54

1995 – 2007

The Web

Digital Content

2007 – 2012

New Devices


2012 – now

User-centric design

Mobile as the basis of

everything

Drivers:

Led to:


Mobile Optimization

Mobile First

Digital Business Models.2015 - FUTURE

Namics.2015 - FUTURE: NEW BUSINESS MODELS

Drivers.

- Rethinking existing business patterns provide interesting options for innovative business models

- Enablers and Opportunities:- Wide availability and usage of mobile devices- Connectivity (e.g. Internet of Things, Mobile Networks)- Mobile Payment- Near-field communication (NFC)- Geo-Location- Social Media

56

Uber is a private taxi service that connects users directly to independent private drivers through their mobile devices.

Changes the way we order a taxi

2015 - FUTURE: NEW BUSINESS MODELS

Uber.57

Apple Pay is a mobile payment service that collects credit cards, tickets and gift cards in one app.

Changes the way we pay


Apple Pay.

Airbnb is a platform on which holiday makers can connect with private homeowners to arange accomodation.

Changes the waywe book a hotel.


Airbnb.

Spotify is a commercial music streaming service that provides content from record labels and media companies.

Changes the way we listen to music.


Spotify.

BlaBlaCar is the world's largest long-distance ridesharing community and has more than 25 million members across 22 countries. Changes the way we

travel long-distance.


BlaBlaCar.

Messaging apps have become the center of peoples online activity. This enables shopping trough messaging apps by using language recogniction. Changes the way we

buy and order things and use services.


M-Commerce via messaging.


Challenges.

- Find and develop useful and relevant services based on consumer’s needs.

- New players challenge established firms in their core business model (e.g. payment, taxis etc.).

- Rethink business and think out of the box to develop new services.


Solution

- Fous on customer journeys which is, the sum of all individual’s interactions with a brand across all channels.

- Filter your ideas by applying a “trial and error” philosophy. Keep testing your ideas with customers.

- Build up momentum with cross-functional teams and ensure management involvement.

- Speed matters - rethink your legacy IT architecture.

Namics.

The history of M-Commerce.2015 - FUTURE: NEW BUSINESS MODELS 65

1995 – 2007

The Web

Digital Content

2007 – 2012

New Devices


2015 – FUTURE

Rethinking existing patterns

Mobile Business Models

2012 – now

User-centric design

Mobile as the basis of

everything

Drivers:

Led to:


Mobile Optimization

New Business Models

Mobile First

Groupwork.FOURTH

Imagine you’re the people responsible for digital channels of the Flims-Laax-Falera ski region.

Flims-Laax-Falera wants to add an innovative, mobile-based service to its portfolio that helps visitors to organize their stay in general or specific elements of it.

GROUPWORK

Situation.

Namics.GROUPWORK

Briefing.

- Preparation time: 40 min (until the end of the lesson)- 4 Groups of 6 people- Deliverables:

- Short presentation (max. 5 minutes) of your results- Visual illustration (scribbles) of the new service (key elements)

- Additional info:- We’re looking for innovative, new ideas.

Don’t mind about financial, time or feasibility constraints. - Focus on the content and the logical consistency of the service and visualise key

elements (completeness not required). - This is not an exam. Be creative, be bold, go bananas… ;-)

Presentations. Wrap-up.FIFTH

”M-Commerce is dead. Long live M-Commerce.

Namics.71WRAP-UP

Wrap-up.

- The optimization of mobile user experience is a key success factor that still offers a lot of potential.

- The way we use our smartphones has changed and mobile has become the primary way we consume digital content.

- Mobile First has become THE standard when developing new digital concepts.

- New digital business models challenge existing industries.- Conversational commerce might be the next big thing in

M-Commerce by 2017.