Pecha kucha 1

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E-Commerce UK’sMobile Pecha Kucha29th November 2011

www.Twitter.com/ecommerceli#ecommerceuk

http://www.Twitter.com/ecommerceli

About Practicology•We’ve all been at the coal face and run e-commerce and other retail channels for a variety of well known brands

•Therefore we deliver actionable insight

•We have clients in UK, Australia, US, Malaysia, Scandinavia, Germany, Croatia, Switzerland and Belgium

•Our clients include Thomas Pink, Harrods, La Senza, Hotel Chocolat, Wilkinson, The Fragrance Shop

•www.Practicology.com

•www.Twitter.com/martinnewman

http://www.Practicology.com/

http://www.Twitter.com/martinnewman

We’re a one stop shop

We don’t rely on our looks to earn a living...It’s a good

thing too!

We don’t take ourselves too seriously but we take our clients

and our deliverables for them very seriously

Big Thanks You’s

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Sponsors

• 10CMS: James Brooke, CEO & Co-Founder• reevoo: Richard Anson, CEO and Co-Founder• netbiscuits: Tony Ion, Senior Sales Manager

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The organisers

• Cathy Crawley, my co host• My wife Laura• Mark Lewis and Jeremy Wilson my business

partners

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The Content Coordinators

• Filming: Director Nathan SheppardContent/Media Sponsor/Co-Producer: Jonathan Hall and Cranberry Pandawww.cranberrypanda.co.ukwww.aksfilm.com

• Photography: Anthony Antoniou3Aphotographywww.3aphotography.com

All pictures of this and previous events will be loaded up onto our new facebook pageDetails will be sent to all Ecommerce group members after the event

• Twitter correspondent: Helen Keegan. She will be tweeting live from @ecommerceli during the event

www.beepmarketing.co.uk

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http://www.cranberrypanda.co.uk/

http://www.aksfilm.com/

http://www.3aphotography.com/

http://www.beepmarketing.co.uk/

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The contributors

Our moderator:•Joanna Perry, Special Projects Editor, Retail Week & Drapers

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The contributors

Our Presenters:•Maureen McDonagh, Ecommerce Director, Nectar•Nick Lisher, Marketing Director, MyDeco.com•Gabrielle Hase, Director Soleberry advisory•Peter Veash, MD, The Bio Agency•Craig Sullivan, Group Customer Experience Manager, Belron Group•Richard Yeo, Group CTO, The Digital Property Group (Findaproperty, PrimeLocation)•Rufus Evison, Head of Digital, EYC

A few thoughts on mobile

The HIPPO says “let’s have an iphone or an

ipad app”

Let customers choose how they shop with you

Mobile = THE game changer!

In-store navigationMobile acting as in-store

‘sat nav’ for shoppers with advice on where to find particular products or offers in-store

Proximity marketingRetailers can leverage location-based marketing offers through

mobile

Barcode scanning/Image

recognitionTools which allow shoppers to add

items to their online basket by scanning items in the home e.g.

Tesco’s grocery app

M-commerceDevelopment of mobile websites and apps which make shopping

online more seamless for shoppers

Pop ups are all the rage and retailers are leveraging mobile

and QR codes to drive sales

Developments in Asia lead the way

- Over 500 of its most popular products, complete with QR codes which can be scanned using the Homeplus app- Products range from daily essentials such as milk and fresh produce, to pet food and stationery - Orders placed before 13:00 will be delivered to customers' homes on the same day

QuickTime™ and a decompressor

are needed to see this picture.

Woolworths launching pop ups in subway and train

stations in Australia

So mobile is driving ‘buyability’

QR codes on product lables enable the customer to see more product

info, buy in store, or add to bag and buy

online

QR codes also help turn traditional advertising into

‘direct response’

Some numbers

•15% of Ocado’s sales during H1 2011 came from its smartphone app

•Debenhams took £1m through their iPhone app in the first 6 months

•River Island will take over £2m this year through their app

QuickTime™ and a decompressor


The starting point for us...

How many retailers have a mobile compatible website?

Not many

Mobile can be the glue to bring customer engagement and the multi channel

experience together and let customers shop they way they want to

Our Sponsors

Brands as curators of the mobile experience

(how to win the battle for

consumer attention)

Mobile has the potential to destroy retail brands

Brand = Experience.

Standard day

Mobile Experience =

Content & Chrome

Content

Chrome

Apple Amazon Facebook Google

Consumer

Brand

Apple +58%Amazon + 32%Google +27%(Facebook - $80B IPO?)

Source: Interbrand

Solutions:

1 – build own mobile platform

2 – build better experiences

Engagement

means

$ales.

The fight for engagement, is first a fight for attention.

To capture your audience’s attention, an experience must feel it has something different.

curator (from Latin: cura meaning "care")

Curated content is worth more attention, because you are more likely to find things of value in it…

Buying is curation

Merchandising is meta-curation

Are your mobile experiences placing the content...

Centre stage?

10CMS =

10 x more Content& Chrome

Thank you.

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Netbiscuits

Introduction

By: Tony Ion

Senior Sales Manager

Retail & Commerce sector

November 29, 2011 © Netbiscuits GmbH 2011 35

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Mobile Market Overview


Mobile Commerce

eBay expects mobile GMV of $4bn for 2011

Mobile for SMBs

1&1 and Yell committed to mobilizing their network

Mobile Advertising

Global value $240bn, predicted $670bn by 2015

Mobile Payment

PayPal predicts payments of $3bn for 2011

Mobile Social

Over 200m users access Facebook on mobile

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Company Overview


Netbiscuits is the world’s leading platform for developing, publishing, and monetizing sites and apps across all mobile and connected devices.

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Global Coverage


Our Offices Around the World

Kaiserslautern, GermanyGlobal HQNOCCFull Services

SingaporeFull Services

San Francisco, CAFull Services

New York, NYFull Services

Sydney, AustraliaFull Services

London, EnglandFull ServicesSAS70-II Hosting Facility

International TeamsDevelopment | Engineering | Customer Care | Technical Training & Services | Sales & Account Management

Chicago, ILSAS70-II Hosting Facility

Reston, VAFull Services

Our established infrastructure serves global clients on a local basis

Hamburg, GermanyFull Services

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Latest Milestones


CBS.com mobile site built on the Netbiscuits Platform

Wins 2011 Meffys Award for Best Mobile Website

Netbiscuits platform bigger than Twitter

100m unique users/month vs Twitter's 55m

Gartner Ranks Netbiscuits as

Visionary with highest ability to execute

Finalist of the Deutsche Mittelstandspreis

Listed in top 15 companies in Germany out of 3500

Netbiscuits awarded the ME Award for the second time

Best Mobile Web Publishing Platform 2011

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ME Award 2011

Netbiscuits Best Mobile Web Publishing Platform 2011

London, November 24, 2011. A jury of industry executives at the UK's ME Awards affirmed Netbiscuits' pole position as the leading mobile web publishing platform. For the second time winning the Mobile Entertainment Award 2011 for ‘Best Mobile Web Publishing Platform’ at Mobile Entertainment Magazine’s annual ME Awards ceremony in London.


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Our Numbers


8.5billionPages & content items delivered/month

Doubled in the last 9 months

10millionVideos delivered/month

50%

Revenue growing

per year

25,000Sites & apps live and growing by 500/month

8 offices on

4 continents

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Thank you

….catch me later for more

Tony [email protected]+44 7411 954442


The impact of mobile on the evolving purchase journey

29th November, 2011

Ecommerce UK Mobile Pecha Kucha

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Today’s consumer purchase journey is complex, social and multichannel.

A new way to buy | Today’s purchase journey

2

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A new way to buy | Your own website and beyond

3

Offline

The web& social web

Mobile

Your website

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Consumer behaviour | Mobile shopping hits the mainstream

57%

45%

of people own a smartphone

of people use their phone to

research or make purchases

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Fly Research, September 2011

6767

Consumer behaviour | Social content is in demand across all channels

say social information

(reviews or friends’

recommendations) are

important influences on

their shopping choices

83%


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Consumer behaviour | What are consumers doing with their phones?

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26%get advice from friends

27%compare products

27%read customer reviews

30% check or compare

prices online

35%look up or search for product information


6969

• Friends' advice

• Consumer product reviews

• Assistants' recommendations

• Consumer discussions

• Consumer retailer reviews

• Product specifications

• Price comparison sites

Mobile consumers | Influences and tools

The mobile consumer uses:

Our products provide you with the platform to help consumers make their buying decisions

REEVOO Social Reach

REEVOO Brand Response

REEVOO Conversations

REEVOO Mark

REEVOO Reputation

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Mobile and social

Mobile is the true multi-channel bridge,empowering consumers with the content they need in order to purchase, at any time, in any place.

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Combining mobile and social | Tesco

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Combining mobile and social | Best Buy

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Combining mobile and social

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We are Reevoo

Reevoo makes world-leading social commerce solutions used by more than 150 companies, including Sony, Orange, Octopus Travel, Tesco and Dixons.

Our reviews, recommendations, conversations and social integration solutions deliver an average sales uplift of 18% for our customers.

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Thank you

Richard AnsonCEO and Co-Founder Reevoo

www.linkedin.com/in/richardanson

http://b2b.reevoo.com

+44 (0)20 7654 0331

Our Moderator:Joanna Perry

Nectar Mobile

Private and confidential - 2 - Main presentation title 11/29/11

Update

• 3 apps built in-house for Nectar, Sainsbury’s and BP

• Over 1m downloads so far

• iOS, Android and Nokia Symbian

• 60:40 males aged 18-44

• Positive feedback

• High conversion rates

• Committed in-house team

• New eCommerce option


eCommerce in the palm of your hand

1. Collector logs in and goes to “Collect”, selects retailer

2. The points / £ rate is shown

3. Swiping left/right also gives further retailer text

4. Tap the button, and the retailer’s site opens in Safari – start shopping!

Collect points on your mobile shopping – “eShops on your iPhone”


7 key learnings

• What are your goals? Are they aligned to overall objectives?

• Analyse your audience, how are they using the app?

• How do you want them to use the app? Its not about downloads but how many users come back and engage?

• Good user experience is essential – don’t replicate desktop to mobile

• Test – once its live its live!

• Re-imagine channel – how can you tap into new boundaries?

• Understand what is coming up – NFC, multi-channel, image recognition and how this fits into your goals?

Thank you

Maureen McDonagh, E-Commerce [email protected]

Nick LisherMarketing Director

mydeco.com

Room for engagement

141%Increase in average order value online from customers who use

the 3D Home Planner

These customers are

66%more likely to repeat purchase.

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Gabrielle Hase:Now for something a little different!

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The BIO Agency

9292

QuickTime™ and aH.264 decompressor


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Craig Sullivan

The heart of mobile conversion

Craig Sullivan, Belron®

Craig Sullivan, Belron®

Growth:

Handset reachPerformanceUser Experience

Miniatures are wonderful

Nice day at theoffice dear?

Visitor Device Context Location Goals

Multi channel and platform

Insight

• Device & Screen compatibility• Copy and text decoration• Site Performance• How you handle redirecting

mobile traffic• Google sitelinks• Keep keyboard input down• Fold is critical apart from long

form content

“To the user, the interface is the product”

Jono, Mozilla Labs

Joshua BixbyStrangeloop

Google Site Speed (Live!) Steve Souders

Comprehension Clarity Simplicity Persuasion Scanning

If you read these books, you’ll look much smarter at work.

bit.ly/qgHX5r

Email

Twitter

LinkedIn

Slideshare

: [email protected]

: @OptimiseOrDie

: linkd.in/pvrg14

: slidesha.re/phpa45

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Richard Yeo

What’s new and exciting about mobile ecommerce

[email protected] Group CTO

The Digital Property Group29th Nov 2011

About me

• Richard Yeo ([email protected])• Group CTO, TDPG• Formerly CTO & Operations at eCommera

–Customers included • ASDA Direct• House of Fraser• TM Lewin• shop.London2012.com• etc

• Previously CTO at fish4 and easyGroup

mailto:[email protected]

About TDPG

• TDPG owns leading UK property portals–Primelocation.com–FindaProperty.com–Globrix.com–FindaNewHome.com

• Each has a distinct market position–8.9 million diverse home searchers per month

• Partnership with Northcliffe publications–Readership = 5.8 million

• TDPG recently announced merger with Zoopla (#3)

Mobile

• Mobile to overtake desktop by 2014

• Share currently 13% in UK, up from 4% last year

• TDPG mobile visits increasing YOY to 14% on FAP and 8% on PL

• TDPG traffic from mobile could grow to 25% + in the next 18 mths

FaP iPhone app

• Launched Feb 2010• Included augmented reality (right image)• > 500k unique downloads

PL iPad app

• Launched May 2010• First property portal to launch iPad app• > 58k unique downloads

Nokia app

• Launched July 2011• 1,448 downloads• Approx 7,000 visits • http://store.ovi.com/content/164193

http://store.ovi.com/content/164193

http://store.ovi.com/content/164193

Mobile websites• Launched August 2011• FaP and PL mobile websites• New Jquery mobile (HTML 5 / touch optimised) framework

iOS / Android / Windows Wrapper apps

• Platform specific app embeds browser control• User essentially using mobile website• Quicker time to market

–Can make changes without submitting to store–Simultaneously release to iOS, Android, etc.

• Reduced development and maintenance costs as developing once

• Wrapper gives you placeholder in store• Android wrapper apps live for FaP and PL

– https://market.android.com/details?id=com.findaproperty.m– https://market.android.com/details?id=com.primelocation.m

https://market.android.com/details?id=com.findaproperty.m&feature=more_from_developer

https://market.android.com/details?id=com.primelocation.m&feature=more_from_developer

https://market.android.com/details?id=com.primelocation.m&feature=more_from_developer

Smart TV / Connected TV

Smart TV / Connected TV

• Launching FaP and PL in Dec / Jan• Multiple platforms, i.e. Samsung, LG, etc. • Email [email protected] for solution

mailto:[email protected]

Lessons

• Developing for every mobile platform can be expensive

• Unlike websites your apps are rated so launch a good reliable product

• Your competitors will rate your app 1 out of 5• Number of Android devices and OS versions is a

nightmare to test

Lessons

• Tablet users want the website not mobile website• Redirecting users between existing website and

mobile website where URL structures may be very different can be tricky

• Page weight and caching are very important• Mobile SEO needs to be taken into consideration• We used jquery mobile but you may wish to

consider spinejs mobile which wasn’t available when we started

Lessons

• Only Safari and Android worth worrying about• Windows Phone contender late 2012 / 2013

* May 2011

Lessons

• Each time we introduce a new channel/device–modify import system to output new image sizes–reprocess existing images for last 10 years

• Slows down import of properties• Images for mobile devices need to be more

bandwidth efficient

Solutionhttp://media.site.com/6-bedroom-house-amersham-ov2VWoVcS@h1o8@DrTJ913yL7a0j?w=620

http://media.site.com/ov2VWoVcS@h1o8@DrTJ913yL7a0j?w=150&s=1

Property Details Page Image

Search Results Page Image

Enhanced Listing Property Imagehttp://media.site.com/ov2VWoVcS@h1o8@DrTJ913yL7a0j?w=75&s=1

Promoted Property Imagehttp://media.site.com/ov2VWoVcS@h1o8@DrTJ913yL7a0j?w=180&s=1

Solutionhttp://media.site.com/ov2VWoVcS@h1o8@DrTJ913yL7a0j?w=400&q=70

Mobile Search Results Page Image

Mobile Property Details Page Image

http://media.site.com/ov2VWoVcS@h1o8@DrTJ913yL7a0j?w=120&q=70&s=1

multiply by, iPhone, iPad, Mobile Web, Connected TV, etc.

Use a real-time Image Transformation Service such aswww.elasticera.com

http://www.elasticera.com/

What is exciting in mobile?

How we can aid talking to the customer In the ways they want to listen

© Copyright 2010 EYC. The contents of this document are confidential and not for reproduction without permission Page EngageYourCustomers

NFC

Social Media

Location Based Services

None of the above! It is all about the customer!

Agenda


What is NFC?

What is it used for?

Who wants it?

Waitrose have gone public saying that what they foresee as the most exciting thing of the next year is NFC

NFC


Social media is generally available and used on mobile phones

A few statistics:

Facebook 800m people

Twitter 190m people =

FourSquare 10m people

A few more statistics: (Caveat I cannot back these up as the person who gathered them for me was not available)

80% of people use a mobile during ‘miscellaneous downtime’76% use their mobile while waiting in queues or while waiting for appointments69% of smart-phone owners have used their mobile for PoS research62% use their mobile while watching TV50% of mobile users use the internet through their phones

Social Media


LBS based Texts

Apps and coupons

o Store findero Coupon walleto Augmented realityo Budget App with location based offers…

Location Based Services


iPhone apps are trendy but

Texts talk to everyone

People do buy through mobile

and at all price points

Mobile is task oriented

Companies are neglecting the basics!

It is all about the customer


Yet more statistics (Oh and thank you and goodbye)

77% of the world’s population

is a mobile subscribers. 1.3bil

use mobile web.

77% of the world’s population

is a mobile subscribers. 1.3bil

use mobile web.

Top m-commerce retailers globally include: Taobao, Amazon

and eBay. On eBay alone consumers bought and sold over

US$2 billion worth of merchandise on via mobile in 2010.

2014 - mobile internet should over take desktop internet

usage

2014 - mobile internet should over take desktop internet

usage

2016: A2P messaging will overtake SMS messaging, being worth more

than US$70bn

2016: A2P messaging will overtake SMS messaging, being worth more

than US$70bn

29% of mobile users are open

to scanning a mobile tag to

get coupons

75% of smartphone users would

like to get notified of new offers

via SMS75% of smartphone users would

like to get notified of new offers

via SMS

Gartner predicts mobile ad revenue will sky rocket from

US$3.3 billion in 2011 to $20.6 billion in 2015

Gartner predicts mobile ad revenue will sky rocket from

US$3.3 billion in 2011 to $20.6 billion in 2015

Worldwide mobile messaging market will be worth over $334.7

billion by 2015

Worldwide mobile messaging market will be worth over $334.7

billion by 2015

Search ads and location ads will deliver

the highest revenue, while video/audio

ads will see the fastest growth through

2015Search ads and location ads will deliver

the highest revenue, while video/audio

ads will see the fastest growth through

2015

M-commerce is expected to reach US$119 billion by 2015M-commerce is expected to reach US$119 billion by 2015

TODAYTODAY TOMORROWTOMORROW

59% of India access internet via

mobile only, even in the US it’s

25%59% of India access internet via

mobile only, even in the US it’s

25%

Mobile Shoppers

Profile

Thank you

Mobile payment transactions already total $240bil. Juniper Research reports that the market will grow

2x to 3x in the next 5 years. Goodbye wallets!

Mobile payment transactions already total $240bil. Juniper Research reports that the market will grow

2x to 3x in the next 5 years. Goodbye wallets!


Head of Digital at EYC NED Starfish360, NED FusePump, Ex strategy director dunnhumby, Mentor HiNet

Who on Earth Was That? (startups.evison.com)

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www.Twitter.com/ecommerceli#ecommerceuk

Pecha kucha 1

Technology

Transcript of Pecha kucha 1