Download - Camerjam public sector masterclass yoc
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PUBLIC SECTOR MASTERCLASS Building a robust & functional mobile website
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Agenda
1. Who are YOC 2. Latest Industry stats 3. What technology you need to develop the perfect mobile site 4. Design considerations – Mercedes Benz 5. Promoting your campaign with your mobile site – Ted Baker 6. How to enable payment on your mobile site – Waitrose 7. How can you use your mobile site to reduce operational costs 8. Foreign & Commonwealth Office case study 9. Your mobile web check list
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At a glance
Founded in 2001 and listed on the Frankfurt Stock Exchange since 2006 210 employees across 6 European offices Over 40 employees in the UK Established in the UK in 2004 Turnover £35m and EBITDA £2.8m Current Market capitalisation £65m
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Our Clients
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Smartphone penetration, m-commerce…
2. INDUSTRY STATS
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European Smartphone Market
ComScore 2011, Morgan Stanley 2010, 2011
Global Smartphone Sales
Global Destkop & Notebook Sales
Mobile browsing is projected to outstrip
desktop browsing by 2014
Inflection Point
32% own a smartphone - UK
75% predicted to own a smartphone by 2015
Industry stats
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Usage mobile websites 8x more growth than apps
Tomorrow Focus Media 2011
+ 22,4 % Mobile sites
+ 2,8 % Apps
Industry stats
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Mobile Commerce Growth driver for mobile technology (in billion $)
Coda Research 2010, comScore 2011
UK
• Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011
• 52% (25,2220,000) use mobile commerce
• 45% use their mobile to conduct research for a purchase
• 38% use mobile to find shop locations, opening hours, contact details, check prices
• 54% would buy more on their mobile if websites were optimised for mobile
Industry stats
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Mobile Web Traffic
348,045 Unique Visits
98,903 Unique Visits 27,876 Unique Visits
112,715 Unique Visits
106,561 Unique Visits
160,294 Unique Visits
1,039,064 Unique Visits
Source: ComScore 2012
6,416,076 Unique Visits
73,532 Unique Visits
61,939 Unique Visits 70,909 Unique Visits 71,667 Unique Visits
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How to build a mobile site and what to consider
3. MOBILE TECHNOLOGY
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Optimisation
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How to build a successful mobile site
Cater to all clients/ devices
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Optimise content
FIT Platform
Site Editor
FIT Application
FITML Processor + Device Database
FITML
How to build a successful mobile site
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Existing Source
Backend
Frontend
Integrate existing sources
FIT Platform
Site Editor
FIT Application
SOAP, XML, RSS JSON, …
HTML, CSS, Java Script, Images,…
FITML
FITML Processor + Device Database
FITML
How to build a successful mobile site
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Case Studies
4. FACTORS TO CONSIDER
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Branding/ Design
Mercedes-Benz’s was looking for a global partner in mobile to: • Extend the reach of the brand • Foster brand engagement • Convey the premium brand proposition • Incorporate mobile into the multi-channel
strategy • Drive test drive and brochure requests • Drive footfall at Mercedes-Benz dealers
m.mercedes-benz.com
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Ted Baker used mobile to promote their Autumn/Winter range launch:
• QR codes generated 15,000 views via the mobile within the first month
• 20% of all competition entries came from mobile
• QR code campaign has been introduced as standard fixture alongside web
Campaigns
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mCommerce
Waitrose saw a growing level of traffic from mobile devices and recognised that an increasing volume of consumers want to buy products and engage with the brand via mobile.
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Postbank wanted to be among the first to offer mobile banking to: • Reduces operational cost • Increases customer satisfaction • Integrate mobile into multi channel customer
strategy
Results:
• 20% reduction in call volumes from mobile banking customers
• Follow-up surveys measured increase in customer satisfaction and high interest in mobile solutions
Reduce Operational Cost
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The Foreign and Commonwealth Office (FCO) is the British government department responsible for promoting the interests of the United Kingdom abroad.
FCO case study
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FCO wanted to introduce mobile as a new channel to increase accessibility of their services. The aim was to develop a cost effective mobile solution that provides citizens with in depth travel advise for every country in the word.
Business case for mobile
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FCO
Key sections:
• Embassies’ addresses and office hours
• Up-to-date news
• Travel summary
• Natural disasters info
• Entry requirements
• Local laws/ customs
• Safety/ security info
• Health info
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Results
• Improved accessibility by offering mobile optimised sites for all devices
• Follow up survey showed increase in user satisfaction
• It generates an average of 17,000 views per month (UK only)
• Offers up to date information faster than a phone call
• Reduces operational cost
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What to consider
5. CHECKLIST
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Checklist
MOBILE TECHNOLOGY
REASONS FOR MOBILE SITE
Branding/ Design
Campaigns
mCommerce
Reduce Operational Cost
Works on all devices & operating systems
Optimises content for each device
Works with our existing sources
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Hugh Ritzema-Carter
UK Commercial Director
T: +44 207 199 0118
M: +44 7870 600 282