Is Technology Stealing Your Advantage?

SoLoMo Implications for e-Commerce Platforms

Bob EgnerEPiServer, VP Product Management

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Introducing EPiServer

Working with our talented partners to create sites for• e-Commerce• Web and Digital Marketing• Social and Online Communications

Software platform that drives business results

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Platform Spending

• 62% of online retailers will increase their technology spend in 2011, up from 57% in 2010

Forrester 2011 Online Retail Technology Investment Outlook

• Improving economy?• Efficiency gains?• Competition?

Why is it increasing?

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Porters Five ForcesDisrupted by Technology

New Entrants• Barriers to entry are lower

online• Customer focus is a

differentiator

Customer Power• Buyers have information• Online channels flatten

distribution strength

Supplier Power• “Employee as supplier” to

customer relationships• Global outsourcing erodes

economies of scaleCompetitive Rivalry• Competitor access to your strategy

Substitutes•Word of mouth undoes brand

investment• Digital substitutes collapse

value chains

Substitutes

SupplierPower

CustomerPower

NewEntrants

CompetitiveRivalry

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The Age of the Customer

Source: ForresterCompetitive Strategy in the Age of the CustomerJosh Bernoff

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iPad 2 Launch Day - London

Consumer AdoptionWhat drives technology adoption?

iPad 2 Launch Day - NYC

iPhone 4 Launch Day - London

iPhone 4 Launch Day - SF

Can someone explain this… please?• Key enabler of customer experience• Raises expectation of interaction• Personal and convenient

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Customer Focus is Key

• Nearly everyone is connected, and mobile• User experience and convenience are key• Shifting focus of value

Driver of Platform Spending

Technology spending characteristics• Relatively low cost and high ROI• Grows new or maturing revenue stream• Supports changing needs of consumers

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Driver or Enabler?Technology’s role in social commerce

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Social Shopping Variants

Group Buying

Marketplaces

Collaborative Shopping Portals

Social Networks

Ratings and Reviews

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Social Spectrum

OwnedMedia

PaidMedia

EarnedMedia

SocialMedia

Digital Properties• Websites• Customer Care• Portals

Advertising• Banners• Display Ads• Endorsements

Partnerships• Influencers• Branded Entertainment• Affiliates

Outposts

Embassies &Ambassadors

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Context Aware Computing“It will be one of the top disruptive trends of this decade.”

Source: GartnerContext-Aware Computing Industry Heat MapWilliam Clark

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Progression of Localization

Basics

LayeredIntelligence

BreakingAway from PC

EmbracingNew Devices

• Behavior• Location (GPS)• Time of day

• Purchase intent• In-store• Time limited

•Where in store• Try it on• Environment

• Biometrics• Conversational•Gestures

2012 2014 2016

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Apple Redefines Mobile

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Mobile Trends

Novel Navigation

Alternative Interaction

Convenience Features

Combined with Social

Combined with Location

Innovative Functions

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Pull it all together

• User experience is essential• Social media, socialize content• Your content, not always your site• Content variation driven by user context• Multi-channel, multi-touch • Mobile channel

• On top of scalable, reliable e-Commerce platform

Key platform drivers

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Social Commerce Platform

Marketplaces

Social

Networks

Commerce

Integration

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Social Commerce Platform

Commerce

Marketplaces

Social

Networks

Integration

THANK YOUBob EgnerVP, Product Management & Global Marketing

bob.egner@episerver.com