m-commerce means more thomas de vos
DESCRIPTION
M-commerce means more Thomas De Vos #ETS13TRANSCRIPT
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Full service mobile agency“Mobile Ma4ers”
#ETS13 @tdevos
Thomas De Vos
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The Reference, part of Emakina Group
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What is M-‐commerce?
”The delivery of electronic commerce capabiliGes directly into the consumer’s hand, anywhere, via wireless technology.”
Source: wikipedia
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M-‐commerce is on the rise
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E-‐commerce 2013 à +20,7%
Black Friday online sales 2012
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Black Friday online sales 2012 -‐ mobile
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Difference between e-‐commerce and m-‐commerce?
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E-‐commerce contextFixed loca7on
Not distracted – long a<en7on span
Slow decisions
OAen mul7tasking
Trigger mostly online (banners)
Fast internet
Mouse/keyboard/touchpad
Easy typing
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M-‐commerce context
Everywhere
Distracted – short a<en7on span
FAST decisions
1 task / 1 chance
Trigger mostly ini7ated offline (print/shop windows…)
Variable internet speed
Touch, swipe, tap
Difficult typing
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Where do people research and buy?
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People search products all the Gme
44% at home
19% On-the-go
12% in a store
Product research on mobile
Source: Google Our Mobile PlanetMay 2013 Belgium n=1000
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People search products all the Gme
66% have researched a product or service on their phone
16% have purchased a product or service
on their smartphone (56% did it the past month)
53% make mobile purchasesat least once a month
Source: Google Our Mobile PlanetMay 2013 Belgium n=1000
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Source: Google n=1000 Thinkmobile 2012
12%
34%
56%
78%
100%
In the shop Online
14%15%
I have changed my mind purchasing a product or service thanks to mobile
Source: Google Our Mobile PlanetMay 2013 Belgium n=1000
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23%
42%
62%
81%
100%
Purchased via computer Purchased in shop
24%
32%
Research on mobile that leads to purchases across channels
Source: Google Our Mobile PlanetMay 2013 Belgium n=1000
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Top 3: Finland, Ireland and Germany
Belgium, lagging m-‐commerce player in Europe
source: Deloi>e 2012
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People are sGll afraid!
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Screensize is too small
Cannot trust credit card security on mobile device
Not used to smartphone interface
Hard to compare prices and options
Hard to type
It takes too much time to open the web site page
Cannot see detailed product/service information
0% 25% 50% 75% 100%
12%
18%
19%
20%
20%
33%
37%
Barriers for mobile users
Source: Google Our Mobile PlanetMay 2013 Belgium n=1000
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72% of consumers expect brands to have mobile-‐friendly
sites
But 96% have been to sites that weren't mobile-‐ready
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The reality…
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The reality…
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The reality…
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The reality
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The reality
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But it is geZng be[er…
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Smartphone versus Tablet
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“Consumers don’t care about plaUorms, they just want the same experience on every device in front
of them.“
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Device usage difference
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Smartphone Shopping AcGviGes
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Tablet shopping acGviGes
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Mobilemostly used on the go, for well defined straight forward tasks. Focus is clearly on niches and geZng things done easily.
Tablets (desktop replacement)used increasingly to do product research, e-‐window shopping, product comparisons, reading brands and product reviews.
Two track approach
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Spendings
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Desktop versus smartphone
Smartphones users drive a • higher share of m-‐commerce than tablets
• but lower on a per user basis
-‐> 2x more smartphone users than tablet users
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iOS versus Android
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iOS users earn more and spend more
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Mobile site VS NaGve app?It depends…
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The %mes have passed when you can do with a mobile-‐friendly version of your e-‐commerce site (alone)
Make buying via a smartphone or tablet a completely different experience!
Integrate a standalone m-‐commerce strategy into your overall retail strategy.
Browse first, install later62% comes via search engines
Usage frequency defines if the user switches to app
It is not a technology choice!
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EXPERIENCE – BRAND TOOLSPush noGficaGonsOnline/offline usage Hardware -‐ iBeaconPerformanceApp store presenceIn App PurchasesPassbook/coupons
Advantage of mobile naEve apps
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Oct. Nov Dec Jan Feb March April May June July
V1Tablet ready website
Android App. V1
Mobile site
iPad app
iPhone App.
V1
V1
V1+2
V2
V2
Android tablet app
V1+2
Possible mobile roadmap
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AdverGsing
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Mobile apps can be promoted on Google
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Mobile apps can be promoted on Google
Android
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Mobile apps can be promoted on Google
AndroidiOs
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Mobile apps can be promoted on Google
AndroidiOs
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Mobile targeGng and conversion tracking
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Mobile targeGng and conversion tracking
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Mobile targeGng and conversion tracking
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Mobile payments
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NaGve apps-‐ In-‐App payment library to embed in your own app.
-‐ You will not leave the app
-‐ For iOS and Android
Mobile payment
Mobile websites-‐ Mobile Payment Page hosted by yourself
or Ogone
-‐ All devices
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Conclusion
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Deliver your clients the freedom of choice, to select the touchpoint (website/mobile/store/etc…) of their choice.Think browser first but push naGve apps asap.Focus on smartphone AND tablet (related to business)Deliver an opGmum mobile experienceOffer the complete customer journey on mobile (from registraGon to payment)Be flexible and respond fast to analyGcs
Top take aways
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Bare facts
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Running is HOT and easy accessible
Bare facts
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Running is HOT and easy accessible
“Start 2 Run” is a well known brand
Bare facts
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Running is HOT and easy accessible
“Start 2 Run” is a well known brand
Evy Gruyaert is everywhere
Bare facts
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Running is HOT and easy accessible
“Start 2 Run” is a well known brand
Evy Gruyaert is everywhere
People love the enthusiasEc mental coach approach
Bare facts
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Running is HOT and easy accessible
“Start 2 Run” is a well known brand
Evy Gruyaert is everywhere
People love the enthusiasEc mental coach approach
She crosses the border with her “Flemish accent”
Bare facts
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Running is HOT and easy accessible
“Start 2 Run” is a well known brand
Evy Gruyaert is everywhere
People love the enthusiasEc mental coach approach
She crosses the border with her “Flemish accent”
Podcast concept was/is a success (about 1.000.000 downloads)
Bare facts
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Running is HOT and easy accessible
“Start 2 Run” is a well known brand
Evy Gruyaert is everywhere
People love the enthusiasEc mental coach approach
She crosses the border with her “Flemish accent”
Podcast concept was/is a success (about 1.000.000 downloads)
Almost everybody runs with headphones and a smartphone
Bare facts
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BUT…
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Current Evy podcasts are out-‐dated – first ediGon 2006
BUT…
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Current Evy podcasts are out-‐dated – first ediGon 2006
Podcasts are not official available anymore – Most illegal downloaded podcast (10%) ever
BUT…
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Current Evy podcasts are out-‐dated – first ediGon 2006
Podcasts are not official available anymore – Most illegal downloaded podcast (10%) ever
It doesn’t stop with 5/10 kilometers…
BUT…
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Current Evy podcasts are out-‐dated – first ediGon 2006
Podcasts are not official available anymore – Most illegal downloaded podcast (10%) ever
It doesn’t stop with 5/10 kilometers…
Every runner is unique
BUT…
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Perfect Gme for a mobile app
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StraighYorward and easy to use
Perfect Gme for a mobile app
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StraighYorward and easy to usePersonalised
Own music
Running on feeling or heart rate
Evy even encourages you with you first name
Perfect Gme for a mobile app
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StraighYorward and easy to usePersonalised
Own music
Running on feeling or heart rate
Evy even encourages you with you first name
InteracEve / no linear experience
Perfect Gme for a mobile app
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StraighYorward and easy to usePersonalised
Own music
Running on feeling or heart rate
Evy even encourages you with you first name
InteracEve / no linear experienceFor the beginner as for the advanced runners
Perfect Gme for a mobile app
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StraighYorward and easy to usePersonalised
Own music
Running on feeling or heart rate
Evy even encourages you with you first name
InteracEve / no linear experienceFor the beginner as for the advanced runnersAffordable
Perfect Gme for a mobile app
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StraighYorward and easy to usePersonalised
Own music
Running on feeling or heart rate
Evy even encourages you with you first name
InteracEve / no linear experienceFor the beginner as for the advanced runnersAffordableFor iOS and Android
Perfect Gme for a mobile app
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FuncGonaliGes
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FuncGonaliGes
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FuncGonaliGes
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FuncGonaliGes
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FuncGonaliGes
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FuncGonaliGes
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FuncGonaliGes
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FuncGonaliGes
woensdag 9 oktober 13
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FuncGonaliGes
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Business model
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Freemium model
Business model
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Freemium model
Voucher distribuEonVouchers can have a sponsor with logo/name or specific landing page (companies for their employees)
Unlock all training plans
With a specific value in points
Business model
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Freemium model
Voucher distribuEonVouchers can have a sponsor with logo/name or specific landing page (companies for their employees)
Unlock all training plans
With a specific value in points
Partner product placement
Business model
woensdag 9 oktober 13
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Freemium model
Voucher distribuEonVouchers can have a sponsor with logo/name or specific landing page (companies for their employees)
Unlock all training plans
With a specific value in points
Partner product placement
Specific training plans for events
Business model
woensdag 9 oktober 13
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Freemium model
Voucher distribuEonVouchers can have a sponsor with logo/name or specific landing page (companies for their employees)
Unlock all training plans
With a specific value in points
Partner product placement
Specific training plans for events
Leads towards Energy Lab
Business model
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Partner sponsoring concept
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1 golden partner and 4 silver partners
Partner sponsoring concept
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1 golden partner and 4 silver partners
Focus on added content value
Partner sponsoring concept
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1 golden partner and 4 silver partners
Focus on added content value
Product placement and ads.
Partner sponsoring concept
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1 golden partner and 4 silver partners
Focus on added content value
Product placement and ads.
Matching philosophy of Start 2 Run
Partner sponsoring concept
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1 golden partner and 4 silver partners
Focus on added content value
Product placement and ads.
Matching philosophy of Start 2 Run
Necessary for a quick start
Partner sponsoring concept
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1 golden partner and 4 silver partners
Focus on added content value
Product placement and ads.
Matching philosophy of Start 2 Run
Necessary for a quick startPromote app on FB pages and Twi`er
Partner sponsoring concept
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Loyalty and rewarding system
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People can get a reducEon on running plans by just running
People can earn points by comple1ng a training sessionThe points can be used to buy other training plans
Loyalty and rewarding system
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People can get a reducEon on running plans by just running
People can earn points by comple1ng a training sessionThe points can be used to buy other training plans
Weekly responsive newsle`er with your status
Loyalty and rewarding system
woensdag 9 oktober 13
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What will the future bring?
woensdag 9 oktober 13
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Soon mul1lingual (FR/EN/…)
What will the future bring?
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Soon mul1lingual (FR/EN/…)
More specific event training plans
What will the future bring?
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Soon mul1lingual (FR/EN/…)
More specific event training plans
Unique personalised training plans
What will the future bring?
woensdag 9 oktober 13
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Soon mul1lingual (FR/EN/…)
More specific event training plans
Unique personalised training plans
Connec1on to mo1on sensors (Heart beat/m7/…) and wearables (Pebble/Samsung Watch…)
What will the future bring?
woensdag 9 oktober 13
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Soon mul1lingual (FR/EN/…)
More specific event training plans
Unique personalised training plans
Connec1on to mo1on sensors (Heart beat/m7/…) and wearables (Pebble/Samsung Watch…)
Remote virtual encouragements of your friends
What will the future bring?
woensdag 9 oktober 13
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Soon mul1lingual (FR/EN/…)
More specific event training plans
Unique personalised training plans
Connec1on to mo1on sensors (Heart beat/m7/…) and wearables (Pebble/Samsung Watch…)
Remote virtual encouragements of your friends
More social elements. People oLen run together.
What will the future bring?
woensdag 9 oktober 13
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Soon mul1lingual (FR/EN/…)
More specific event training plans
Unique personalised training plans
Connec1on to mo1on sensors (Heart beat/m7/…) and wearables (Pebble/Samsung Watch…)
Remote virtual encouragements of your friends
More social elements. People oLen run together.
…
What will the future bring?
woensdag 9 oktober 13
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Soon mul1lingual (FR/EN/…)
More specific event training plans
Unique personalised training plans
Connec1on to mo1on sensors (Heart beat/m7/…) and wearables (Pebble/Samsung Watch…)
Remote virtual encouragements of your friends
More social elements. People oLen run together.
…
Start 2 Bike? Start 2 Walk? Start 2 Ski?
What will the future bring?
woensdag 9 oktober 13
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Early birds
GET 100 POINTSfor free
If you install the app and register before
Wednesday
9th of October 23:59
Be fast and get rewarded!
www.start2run.be
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VisibilityTouchpointsConveniency and serviceClient sa7sfac7onMetrics and user insightsLoyalty and customer in7macy
Revenue!
Mobile M-‐commerce means more …
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