ecommerce, mobile and mpayments

ECOMMERCE, MOBILE AND MPAYMENTS

Presentation for FDIH seminar “online and mobile payments”

DIGITAL AGENCY. LEADING IN SCANDINAVIA. 300 PEOPLESOLUTIONS FOR THE DIGITAL AGE. ACROSS ALL DIGITAL MEDIA

LARGE CUSTOMERS B2B, B2C, B2G. FULL-SERVICE CAPABILITY

ABOUT CREUNA

SELECTED CLIENTS

© Creuna 4© Creuna

MOBILE PAYMENTS IN DENMARK AT PRESENT

SMS tickets WAP-billing books

(1-click payment) Premium SMSes are

everywhere!

Busses, X-Factor, Gyldendal and Haiti

© Creuna 5

FUTURE MOBILE PAYMENTS?In Japan since 2004. In Europe from 2012?

© Creuna

WHAT WE ARE LOOKING AT

Mobile Financial Services

mPayments

U2U

C2B

B2B

mFinance Loans

mBankingBalances

and transactions

Mobile Financial Services Value Chain

© Creuna

AGENDA DEVICES AND

TECHNOLOGY USERS TECHNIQUES

AND CONCEPTS

DEVICES AND TECHNOLOGY

© Creuna

MOBILE WEB IS BECOMING MAINSTREAM

© Creuna

DON’T ADAPT TO PLATFORMS - ADAPT TO BEHAVIOR

OEM share EU-5last year

Unique visitors at arla.dk/mobil last week

© Creuna

From 1Q09 to 1Q10 smartphone sales are up +56,7%

© Creuna

APPS OR WEB? – A CLASSIC

APPS iPhone, Android, Nokia

and/or WinMo 7 – All different code

You are there on the home screen (along with all the other icons)

Access to most phone features, restricted by framework rules

App Store CAN be a great distribution channel

MOBILE WEB It’s what you already

do Please don’t go buy

another website, use your own!

Tracking, login, user data, products, billing, payments are all there.

© Creuna 14

SMARTPHONES ARE ONLY FOR MEN?

50%

© Creuna 15

BUT THE KIDS?

© Creuna

WOMEN STEPPING UP AND USAGE EXPANDING

Product: MobiLensData: Three month average ending September 09

Country: US -N= 32,811

Source:

© Creuna

IT’S REALLY ALL ABOUT SERVICES

Product: MobiLensData: Three month average ending September 09

Country: US -N= 32,811

Source:

© Creuna

januar februar marts april0

50,000

100,000

150,000

200,000

250,000

211,493

174,766

4,213

377

Visits to selected mobile websites

wap.bold.dkmobil.pol.dkmobil.bilbasen.dkmobil.home.dk

Month

ly n

um

ber

of

vis

its

MOBILE WEBSHOPS ARISING IN DENMARK?

No, not really

Apparently, no one has products to offer to the social, always connected, money at hand, brand defining, product comparing crowd...

TECHNIQUES AND CONCEPTS

© Creuna

PAYMENTS ARE STILL IN DANISH KR, BUT...Mobile payments

Pros Cons

One-click payments Really fast and easy, once your on a website!

A max of 150/225 DKK for digital/physical goods purchase.Telco’s share.

Premium SMSes Really easy and accessible everyone with a phone – even oldies

Not rich content. Often different experience to push content.Telco’s share.

Credit card payments Trusted payment method. You’ve already implemented it. Digits are easy to type on mobile phones. Low costs.

You still need to type digits. You need a credit card. Risk of less trust initially.

Clubs/subscriptions Perfect for mobile and cross platform shopping.

It’s hard to get people to save their credit card credentials with you and you still need to consider when to use it.

© Creuna

MARY MEEKER’S WHAT AND HOW TO MOBILE COMMERCE (FREELY INTERPRETED)

location-based services

time-based offers

mobile coupons

push notifications

Easy-to-Use/Secure Payment Systems

Small Price Tags

Walled Gardens

Established Store Fronts

Personalization

© Creuna

OFFLINE TO ONLINE – CALL TO ACTION!

Send ”Yes” to 1220 Scan/sms the same code and get

different things every day Scan the screen and get the information Scan to get info, updates, to report Scan paired with time Scan paired with locations

© Creunahttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

ADVERTISING AND TIME BASED OFFERS

More than 1/3 of mobile users reacted on a mobile ad: Meaning they sought more information, signed up or received a coupon

At Kansas they received 50 % - 80 % response within one hour on SMS offers!

But is mobile more engaging? More than TV? More than a poster at a bus stop? More than a desktop computer?

The whole viral deal: Mobile is much easier shared …And then there is proximity and AR

advertisements

© Creuna

NOT JUST INTERNET ON A SMALLER SCREEN:COMPARE PLACES, PRICES AND OPINIONS ON SPOT

© Creuna 25

NEW SALES CHANNEL BY APPLICATIONWalled garden: Arla mobile cookbook

© Creuna

ADD SERVICES TO YOUR PRODUCTA heavy walled garden: Q8 Denmark and driving economy

© Creuna 27

DINNER INSPIRATION AT HANDCross media service: DSB S-Tog turn inspiration into service into buying

© Creuna

MOBILE COUPONS: SCREENTICKET WOULD SELLYOURMOTHER

60 % saw the coupon send to their mobile phone

28 % of send coupons where redeemed

Clear communication: It looks like a coupon – it is a coupon!

Awesome tracking opportunitiesReques

tReceiv

e Open Redeem

© Creunahttp://advertising.aol.com/sites/default/files/webfm/research/SmartPhone.pdf

MORE ON MOBILE COUPONS

75 % of smartphone users are positive towards receiving mobile coupons for offline buys

A coupon can be entertainment in itself A coupon can be something you make yourself

(collect bits, by submitting content to web 2.0’ish campaign, by collecting friends in Facebook app etc.)

© Creuna

IDENTIFICATION: SKARP AND 3F

Mobile phones can be tracked down to its phone number

Will work most of the time, but not on WiFi

Will provide pretty unique identification

Use with care Use for customer convenience

© Creuna

IDENTIFICATION AND INTELLIGENCE

Using mobile phone number for one-time logins

Great when your users often forget their password

Or if you want to get to know your customers better!

And then there’s Google and Facebook logins

© Creuna

WEBSHOPS AS NAVIGATORS

Mobile payment can be a hassle Good user interface is a challenge From price runners to mobile shops sending leads

to non-mobile shops

© Creuna

BankSMS: OLD SCHOOL AND/OR GAME CHANGER?

A new payment service by PBS Assigned to your bank account

Immediate clearance checks Immediate transactions Keep track of account balance

No need for premium SMS!

Telcos are to find their place in the value chain – only for campaigns?

Still we have faith in “uncle Danny”

© Creuna

MOBILE BANKING WILL MAKE MPAYMENT MAINSTREAM

Instant control of money flows

Can I really afford this jacket?

Banks are looking to see what they should do

Hypes are on apps (for iPhone, Android, Nokia and/or WinMo 7?)

Experience comes from web

Switching login to NemId

© Creuna

YOUR BUSINESS: YOUR SERVICES FOR THE MOBILE CONTEXT

1. Where are consumers thinking about your brand or products? – Greet them there!

2. When are your customers available for 5 minutes of interaction: Eating breakfast, riding the bus, in front of the telly, before going to bed.

3. There’s that stuff they buy over and over again – make that part easy!

4. Track and trace packages5. Then track your customers as well

© Creuna

YOUR BUSINESS: FINDING, MAINTAINING, RETAINING

1. Help people find your mobile site1. Offline online in ad material2. Web mobile3. Same URL, same experience

2. On your site, make people stay1. Cater for dropped internet connections2. Avoid data entry where possible3. Reassure users about transaction security

3. Make people come back1. SMSes: “how was delivery”? “care for free delivery?”2. Offlineonline content on packaging3. Mobile friendly newsletters

© Creuna

CONVERGENCE MEDIA

To communicate in converging media means to meet the audience in different contexts with a service, message or story that is fitted this context. It’s not just fitting into small screens, it’s rethinking for these new opportunities to engage.

According to ComScore 43% of people watching online commercial video have stopped a video to visit the brand website. That’s because they can!

THANK YOU!

Presentation for FDIH seminar “online and mobile payments”

SIMON KIBSGÅRDBusiness consultant with expert knowledge of mobile businessM: (+45) 22 49 83 [email protected]

mailto:[email protected]

mailto:[email protected]