Mobile Internet

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Webinar:Lifting the Lid on Mobile

Session 5:

Mobile Commerce

Last Sessions Key Points

• Market Influencers

• The Pace Of Change

• Handset Diversity

• Ways to organise mobile technology into a marketing campaign

• Using mobile to deliver enriched experiences and gain 1-2-1 relationships with every customer

• Mobile influencing Social Media

• The need to use a different approach

Just as brands and enterprises have mastered e-commerce, so m-commerce is upon them, presenting many new challenges but also offering many new opportunities.

This webinar will focus on:

• How m-commerce differs from e-commerce

• What the different mobile payment mechanisms are

• Exploring the opportunities for implementing m-commerce

m-commerce

It is estimated that between 2010 and 2014, mobile payments will

grow dramatically, from $170 billion to $630 billion worldwide

The UK m-commerce market is worth an estimated £6 billion

Juniper Research

m-commerce opportunity

m-commerce is the most significant change to business since the credit card Google

Consumer engagement with mobile commerce has exploded. 91% of UK consumers have used their mobile device for commerce

E-Consultancy Digital Marketers

82% of UK respondents access the mobile web on a daily basisMEF

51% of consumers see no problem with spending €100 in a single mobile transaction Netsize

16 % of retailers already use m-commerce, up from 5 % last year BT Expedite

m-commerce opportunity

Consumer

Power

Social and Technical Drivers

Social and

Cultural

Environment

Changes in

Technological

Environment

Changes in

Legal and

Regularity

Environment

Changes in

Commerce

Environment

Mobile

Payment

Services

Merchant

Power

Traditional

Payment

Services

e-Payment

Services

E-mail

SMS

QR Codes

Bluetooth

NFC

Short CodeApps/mobile web

Geolocation

MMS

Video

Mobile Vouchers

SMS

Engage Interact

Press

Radio

TV

In-store

Joining Up Technology

Loyalty Card

Vouchers

Mobile Web

Apps

Vouchers

Barcodes

NFC

SMS

Transact

EPOS

Loyalty Card

M-Wallet

Vouchers

E-mail

SMS

QR Codes

Bluetooth

NFC

Short CodeApps/mobile web

Geolocation

MMS

Video

Mobile Vouchers

SMS

Mobile Web

Apps

Vouchers

Barcodes

NFC

SMS

Engage Interact Transact

Press

Radio

TV

In-store

Joining Up Technology

Loyalty Card

Vouchers

EPOS

Loyalty Card

M-Wallet

Vouchers

E-mail

SMS

QR Codes

Bluetooth

NFC

Short CodeApps/mobile web

Geolocation

MMS

Video

Mobile Vouchers

SMS

Mobile Web

Apps

Vouchers

Barcodes

NFC

SMS

Engage Interact Transact

Press

Radio

TV

In-store

Joining Up Technology

EPOS

Loyalty Card

M-Wallet

Vouchers

Loyalty Card

Vouchers

• M-wallet

• Browser

• NFC

• PRSMS

• Mobile Payment Gateway

• Handset Security

• Identity Management

• Fraud Management

• Encryption

m-commerce Technology

Technology Hierarchy

Remote POS

Physical Digital

Near-field Communications (NFC)

Bar-code Payments

Application-based Payments

Physical

Message-based Payments

Browser-based Payments

Application-based Payments

Micro

Macro

Mobile Network

Payment Gateway

Bank or Credit Card

Payment Authorisation

• M-wallet

• Browser

• NFC

• PRSMS

• Mobile Payment Gateway

• Handset Security

• Identity Management

• Fraud Management

• Encryption

m-commerce Technology

NFC - Near Field Communication

• Short-range wireless technology

• Embedded in the phone

• Securely store personal data such as debit and credit card information

• Supported by Blackberry, Nokia, Samsung

• Soon to be supported by iPhone, Windows mobile

• Needs integrating into POS systems

• Needs Integrating into Credit Card, banks, payment Network and payment authorisation providers

Mobile browsing offers the fastest route to market for m-commerce

• Here and now – where API’s are good!

• Uses existing technology

• User Journey is understood

• Secure

• No limit to transaction size

• Low Transaction Costs

• Visa and other merchants are behind the curve

Browser Based m-commerce

• 60% of mobile web users have had a problem in the past year when accessing a website on their phone

• Slow load time was the number one issue, experienced by almost 75% of them

• Followed by 51% who experienced a mobile site which crashed / froze / received an error

• A mobile service that is slow, or worse not functioning, negatively impacts revenue, increases cost and damages brand equity

• 52% of consumers are unlikely to return to a website they had trouble accessing from their phone

• And 40% said they’d likely visit a competitor’s mobile website instead

• A study by eBay has revealed that more than a third of consumers have failed to complete a purchase on their mobile

The Current Reality

• Support All handsets – targeted code HTML5, CSS, jQuery

• Optimise markup for fast sites

• White space removal

• CSS compression

• Java script compression

• Style sheet requests

• Page Weight

• Integrate into CMS for consistent experiences

• Integrate into existing payment systems and carts

Optimise for Mobile

MobilePC IP TV Apps Kiosks

Social Media

External

Content

e-commerce

CRM

EPOS

CMS

Database Intelligent

Assembly Engine

App Assembly

Engine

Social Media

Assembly Engine

Widget Assembly

Engine

Web Delivery Optimisation Controller

Media

ControllerExternal

Content

Manager

Device

Manager

Channel

Managemen

t Controller

bemokoLive – Web Framework

Media Channels

HOW BEMOKOLIVE WORKS

Netbooks

bemokoLive Web Framework

Alterian and bemoko Joint Solution

Summary

We’ve Explored:

• How m-commerce differs from e-commerce

• What the different mobile payment mechanisms are

• Exploring the opportunities for implementing m-commerce

Questions:

All previous sessions can be listened to again!!

www.bemoko.com www.alterian.com