Download - Embracing Mobile First
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EMBRACING MOBILE FIRST
Why listening to your customers is an imperative
Jochen Toppe VP Product Management
CoreMedia @jochent
linkedin.com/in/jochentoppe
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A LITTLE BACKGROUND
About CoreMedia Delivering experience management solutions for global brands, e-Commerce, media, and telcos. !About Me Bringing high-profile brands online for the past 17 years, across multiple continents, companies, and roles.
YEARS OF INNOVATION
CUSTOMER RETENTION AFTER 18 YEARS
PERCENT OF GERMAN MEDIA TRAFFIC
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INNOVATION CYCLESSource: Datastream
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Source: “The Age Of The Customer Redefines Technology Management Archetypes” | April 2014 | Forrester Research, Inc.
THE AGE OF THE CUSTOMERRedefining how business is won
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WHERE IS THE CUSTOMER?
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WORLD-WIDE MOBILE SUBSCRIPTIONS
460 million
164 million
422 million
168 million 895
million
303 million
Mobile Broadband Subscriptions Fixed Line Broadband Subscriptions Data: Mobithinking
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3:1Mobile Outweighs Fixed Broadband
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JANUARY 1ST, 2007
Images: Wikimedia
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US MOBILE USAGE
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GERMAN MOBILE USAGE
!82 million people!113 million mobile
subscriptions !Massive growth !
Data: AGOF
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Source: comScore
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2014THE INTERNET IS EVERYWHERE
Images: Wikimedia, Motorola, Claudia Regina@Flickr
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USAGE PATTERNS ONLINE
Source: Mobify
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ATTENTION SPANS
Source: Mobify
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THE CUSTOMER JOURNEY• Customers can be at any point in their journey
• They can pop in and out at any point, any device
• The journey is not completely linear!
• How to move the customer to the next step?
Awareness Engagement Shop/Browse Purchase Service Loyalty
Customer Experience
Journey
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Can you identify your customer across channels? ?
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Can you target to your customer !
- by device? - by place in consumer journey? - by interest? ?
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Peter Sheldon and Stephen Powers Forrester Research, Inc
“It is no longer enough to enable an online catalog and transactional eCommerce:
Today's marketers want to tell brand and product stories through the deep
personalization and contextualization of content and interactive digital experiences. “
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DRIVING TRAFFIC
!Paid Media
Prospects
!Owned Media
Buyers
!Earned Media
Advocates
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!
!
76% Of consumers will not shop on a bad site
26% Will not do business with that brand
!!!!!!!Brian Walker, “Welcome to the Era of Agile Commerce, Forrester, March 2011
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BRAND CONSISTENCYAcross countries, devices, campaigns, and channels
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FRENEMIES?
• Web store • Structured
• Drive sales • Transact • Improve ROI • Repeatable
• Build brand • Innovate • Increase Impact • “One-and-done”
Marketing E-Commerce
• Digital Marketing
• Unstructured
Customer Experience
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BREAK DOWN SILOSYour Customers don’t want them
Image: Flickr, Doc Searls
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EMBRACING MOBILE FIRST
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–Eric Schmidt, 2010
“What’s really important right now is to get the mobile architecture right. Mobile will ultimately be the way you provision most of your services. The way I like to put it is, the answer should always be mobile first. You should always put your best team and your best app on your mobile app.”
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DEVICES!? ORIENTATION!?Where do I start?
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RESPONSIVE DESIGN
• Embrace fluid layouts • Create layouts (CSS styles)
that dynamically adapt themselves to the form factor
• Native query capabilities introduced in CSS 2.1 – Responsive happens on the front-end!
• Design based on flexible/fluid grids
Images: CoreMedia
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TASK FIRST• What are the main tasks my users perform on my
site?
• Are any tasks more predominant on mobile?
• Focus and then start adding with more screen real estate
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ADAPTIVE DESIGN• Follows Progressive
Enhancement
• Can leverage device and user information to personalize user experience
Images: CoreMedia
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FLUID GRID LAYOUTS
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ADAPT THE DESIGN
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SET THE FOCUS
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APPS• Responsive web site should
be your starting point
• Apps make sense where the site is not enough
• Hardware-interaction
• Gamification, etc
• Look at your customer base!
Source: Forbes / Flurry
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MOBILE FIRST• Embrace mobile as your
primary consumer touchpoint
• This touches the entire project lifecycle!Requirements UXContent Strategy
Implementation Testing
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WHAT ABOUT EXISTING SITES?
!Separate m.
site?
!Mobile-First
Rebuild?
!Responsive Retrofit?
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WEBSPHERE COMMERCEFeature Pack 7
(and a little CoreMedia)
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AURORA IS RESPONSIVE
Images: IBM
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UNDER THE HOOD
• Commerce Composer
• REST API-driven e-Commerce
• Session Sharing
Image: Wikimedia Commons
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WIDGET-BASED AUGMENTATION
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HYBRID CAMPAIGNS AND STORES
• Full session sharing between store and CMS-driven experiences
• Real-time integration including catalog, pricing, inventory, and personalization
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QUESTIONS?
For more information:
• Visit CoreMedia at Booth G-4
• Visit IBM in the Commerce & Supply Chain, Innovation areas