TECHNOLOGY IN RETAILING
THE FUTURE IS HERE
DIMITRIOS DIMAKAKOS
RESEARCH ANALYST
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Retail sales in Japan and Western Europe, both facing rapidly ageing consumer bases, will remain relatively flat, although non-store retailing, driven by internet retailing, will continue to be a source of growth in these markets
Internet retailing, however, is not necessarily the fastest growing channel in all markets. Broadband penetration and low levels of credit card ownership have hindered growth of the internet retailing channel in many emerging markets. In addition, new modern grocery formats such as hypermarkets and discounters, introduced by major international grocery retailers, have kick-started rapid growth in Latin America and Eastern Europe. Similarly, the value proposition of variety stores is beginning to redefine mixed retailing within Russia and parts of the Middle East.
Internet Retailing Blazes a TrailTECHNOLOGY IN RETAILING
Euromonitor International
2010/2011 – Retailing – Fastest Growing Channels by Market
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Wi-Fi is a hotspot for 2012 and marketers should take advantage of that. Consumers will benefit from the offers and the price war.
For many developed market consumers, PCs and laptops are beginning to take a backseat as most smartphone owners use these convenient devices to surf the internet and watch TV anywhere from parliaments to buses.
Levels of internet access vary considerably across the countries reviewed: 86% of the UK population are internet users, compared with just 6% of the Indian population.
The use of mobile phones to compare prices in-store and to read reviews was also found to be most prevalent among Chinese respondents, of whom 39% compare prices in-store at least once per week and 43% read reviews.
Free Wi-fi Enhances the Instore ExperienceTECHNOLOGY IN RETAILING
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63% of those aged 45 to 54 and are older executives understand how to use smartphones and other technological devices. Ageing workforces, thanks to improving health and longer life expectancies, mean people are benefiting from full incomes for longer. Today's 60 year-olds can expect to spend money for at least another 20 years.
In Munich, Germany, the Frauencomputerschule, an expanding enterprise for making computers accessible for women, has noted that increasing numbers of older women are booking into their courses.
Launched in June 2011 by a US-based individual, Hive Dock for the iPhone 4 is designed to assist elderly people with visual impediments to operate their smartphones.
Austrian entrepreneurs Albert and Eveline Fellner watched Grandma struggling with her mobile phone and decided to expand their company, which manufactured stationary telephones, into the mobile market. The company now has a range of phones that are desirable even to people taking part in triathlons as its easy enough to use while running, and they look good in any handbag. The principle is: one button, one function.
With the changing demographic in developed countries, R&E in the technology sector will increasingly come up with more user-friendly gadgets, better instructions and less complex processes in order to access a market that does not depend on the vagaries of employment and the financial market.
Older Consumers Are Still in the Game…TECHNOLOGY IN RETAILING
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Tablets are predicted to overtake laptops as the dominant form factor in portable computers in volume terms by 2015.
Growth will be driven primarily by the growth in availability and accessibility of data networks, the expansion of consumer-oriented cloud computing services, and, especially, rapid price erosion of hardware.
The devices are likely to be highly dependent on cloud services for data storage and processing. Thus, the expansion of cloud services will facilitate volume growth and price erosion by decreasing the need for high performance internal components in tablets.
Price erosion is likely to be the single biggest driving force in the tablet market over the foreseeable future. The decline will be particularly rapid in media tablets, for which significant processing power and connectivity features beyond Wi-Fi will not be a necessity.
The pace of price erosion is likely to peak in 2012-2013, as the average unit price is expected to decline to US$319 from US$497 in 2012. This decline will be accompanied by a rapid acceleration in diffusion rates in developing markets.
Tablets Lead the Way Towards Digital ConvergenceTECHNOLOGY IN RETAILING
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Middle East and Africa
North America
Latin America
Asia Pacific
Eastern Europe
Western Europe
Australasia
Middle East's reliance on tourists and expatriates and Africa's rising levels of
disposable income sees the region pulling ahead in projected value growth
terms.
Despite fears of a double-dip recession, growth projections remain decent.
The region remains a hotbed for technological launches and innovations,
supported by a strong base of tech adopters.
Latin America's small sales base pushes value growth. However, low
disposable income levels limit sales increase, in actual terms.
Given the presence of the world's two most populous nations – China and
India – the region's key driver for value sales remains volume. China's rise as
an economic powerhouse is underlined, with value outperforming volume
sales.
In the forecast period, Eastern Europe is expected to shake off the high
inflationary pressures, weak currencies and plummeting EU manufacturing
demand plaguing the region in 2009.
Weighed down by financial turmoil in Portugal, Italy, Ireland, Greece and
Spain, Western Europe is projected to continue to flounder over the forecast
period.
Price erosion and continued frugality in Australasia are expected to limit
value growth.
Economies are Setting the Rules : Winners and LosersTECHNOLOGY IN RETAILING
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Payment For mobile payments as a replacement for
credit/prepaid cards and to store credit/bank information.
Ticketing To purchase and add stored value to the tickets to
access transportation gates and gain event entry.
Sharing To aid the transfer of documents and content across
electronic devices.
Service initiation To activate a service on another device, which
allows for data transfer, to gain access to websites and discounts on smart posters, amongst others.
Pairing To establish Bluetooth connection by bringing
devices to “NFC hotspots”, by configuring networks automatically between a pair of Wi-Fi devices.
NFC Ecosyste
m
Payment
Ticketing
SharingService Initiatio
n
Pairing
NFC and the Ecosystem
NFC technology can be used for a wide variety of applications, especially in high volume and low value transactions.
This includes the use of NFC;
TECHNOLOGY IN RETAILING
Near Field Communications (NFC)
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Key consumer statistics Having identified the key parameters that must exist
for NFC mobile payments to successful take off, we now explore how and why mobile phones can become the new digital wallet. This implies that consumers can leave their homes with basically nothing but just their mobile phones in hand.
A quick review of the compelling statistics in Euromonitor’s various researched industries, captured on the right, paints a rosy picture for the growth and penetration of NFC mobile payments.
Specifically in the following slides, we will be exploring how mobile phones are evolving to be the one most critical consumer electronics item of ownership and where penetration of mobile phone subscriptions in less developed pockets are robustly gaining momentum, if not, already on par with developed markets.
Over the 5 year period of 2011-2015, smartphones will become the top product choice for new purchases (as opposed to feature phones) and increase its percentage contribution significantly as a total of mobile phone sales globally.
75% of the world’s population will possess mobile phone subscriptions in 2012
28%the world’s population will have a credit card in 2012
1,502million new mobile phones sales in 2012
Mobile Phones as the Digital WalletTECHNOLOGY IN RETAILING
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Beyond mobile phone ownership, an online poll by Accenture shows that consumers in
developing markets such as India and China are more receptive to mobile payments than
consumers in developed markets, such as in Europe and the US.
Mobile Phones as the Digital WalletTECHNOLOGY IN RETAILING
Source: Accenture online poll of consumers indicating if they favour using mobile phones for most payments
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Identifying potential NFC mobile payment marketsThe accompanying table pits the top 14 markets across the different success factors identified by Euromonitor International as crucial to NFC mobile payment success and identifies countries that possess three or more of the five variables. A higher score rating indicates higher success potential.
The results clearly draw light to developing markets as possessing strong potential for NFC mobile payment adoption, rather than the conventional belief that modern systems benefits largely from presence in developed markets such as US and Western Europe.
Country SmartphonesCard
payment transactions
Chained fast food
Expenditure on land
transport
Store-based retailing
Brazil þ þ þ þ þChina þ þ þ þ þ Spain þ þ þ þ þ US þ þ þ þ þ France þ þ þ þ ý Japan ý þ þ þ þ Mexico þ ý þ þ þ South Korea þ þ þ þ ý UK þ þ þ þ ý Canada þ þ þ ý ý Germany þ ý þ ý þ India þ ý ý þ þ Italy þ ý ý þ þ Philippines þ ý þ ý þ
Markets Ready for NFC Mobile Payment 2012TECHNOLOGY IN RETAILING
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Tesco Plc, the third largest global retailer launched virtual shops in subways in South Korea under the name of Home Plus in 2011.
Is the trend spreading?
2012
In a tube station in Portugal …
Result
The number of new registered online members rose by 76% and online sales increased by 130%.
Home Plus (Tesco) is No1 in online sales and improved its position in the offline
Visual StoresTECHNOLOGY IN RETAILING
Reducing Costs Innovation and competitive differentiation. Time Saver (South Korea is in the top three of the world’s
hardest-working countries)
South Korea has more than 10 million smartphone users in a
population of less than 50 million.
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