m-commerce means more thomas de vos

Full service mobile agency“Mobile Ma4ers”

#ETS13 @tdevos

Thomas De Vos

woensdag 9 oktober 13

The Reference, part of Emakina Group


What is M-‐commerce?

”The delivery of electronic commerce capabiliGes directly into the consumer’s hand, anywhere, via wireless technology.”

Source: wikipedia


M-‐commerce is on the rise


E-‐commerce 2013 à +20,7%

Black Friday online sales 2012


Black Friday online sales 2012 -‐ mobile


Difference between e-‐commerce and m-‐commerce?


E-‐commerce contextFixed loca7on

Not distracted – long a<en7on span

Slow decisions

OAen mul7tasking

Trigger mostly online (banners)

Fast internet

Mouse/keyboard/touchpad

Easy typing


M-‐commerce context

Everywhere

Distracted – short a<en7on span

FAST decisions

1 task / 1 chance

Trigger mostly ini7ated offline (print/shop windows…)

Variable internet speed

Touch, swipe, tap

Difficult typing


Where do people research and buy?


People search products all the Gme

44% at home

19% On-the-go

12% in a store

Product research on mobile

Source: Google Our Mobile PlanetMay 2013 Belgium n=1000


People search products all the Gme

66% have researched a product or service on their phone

16% have purchased a product or service

on their smartphone (56% did it the past month)

53% make mobile purchasesat least once a month



Source: Google n=1000 Thinkmobile 2012

12%

34%

56%

78%

100%

In the shop Online

14%15%

I have changed my mind purchasing a product or service thanks to mobile



23%

42%

62%

81%

100%

Purchased via computer Purchased in shop

24%

32%

Research on mobile that leads to purchases across channels



Top 3: Finland, Ireland and Germany

Belgium, lagging m-‐commerce player in Europe

source: Deloi>e 2012


People are sGll afraid!


Screensize is too small

Cannot trust credit card security on mobile device

Not used to smartphone interface

Hard to compare prices and options

Hard to type

It takes too much time to open the web site page

Cannot see detailed product/service information

0% 25% 50% 75% 100%

12%

18%

19%

20%

20%

33%

37%

Barriers for mobile users



72% of consumers expect brands to have mobile-‐friendly

sites

But 96% have been to sites that weren't mobile-‐ready


The reality…


The reality


But it is geZng be[er…


Smartphone versus Tablet


“Consumers don’t care about plaUorms, they just want the same experience on every device in front

of them.“


Device usage difference


Smartphone Shopping AcGviGes


Tablet shopping acGviGes


Mobilemostly used on the go, for well defined straight forward tasks. Focus is clearly on niches and geZng things done easily.

Tablets (desktop replacement)used increasingly to do product research, e-‐window shopping, product comparisons, reading brands and product reviews.

Two track approach


Spendings


Desktop versus smartphone

Smartphones users drive a • higher share of m-‐commerce than tablets

• but lower on a per user basis

-‐> 2x more smartphone users than tablet users


iOS versus Android


iOS users earn more and spend more


Mobile site VS NaGve app?It depends…


The %mes have passed when you can do with a mobile-‐friendly version of your e-‐commerce site (alone)

Make buying via a smartphone or tablet a completely different experience!

Integrate a standalone m-‐commerce strategy into your overall retail strategy.

Browse first, install later62% comes via search engines

Usage frequency defines if the user switches to app

It is not a technology choice!


EXPERIENCE – BRAND TOOLSPush noGficaGonsOnline/offline usage Hardware -‐ iBeaconPerformanceApp store presenceIn App PurchasesPassbook/coupons

Advantage of mobile naEve apps


Oct. Nov Dec Jan Feb March April May June July

V1Tablet ready website

Android App. V1

Mobile site

iPad app

iPhone App.

V1

V1

V1+2

V2

V2

Android tablet app

V1+2

Possible mobile roadmap


AdverGsing


Mobile apps can be promoted on Google



Android



AndroidiOs


Mobile targeGng and conversion tracking


Mobile payments


NaGve apps-‐ In-‐App payment library to embed in your own app.

-‐ You will not leave the app

-‐ For iOS and Android

Mobile payment

Mobile websites-‐ Mobile Payment Page hosted by yourself

or Ogone

-‐ All devices


Conclusion


Deliver your clients the freedom of choice, to select the touchpoint (website/mobile/store/etc…) of their choice.Think browser first but push naGve apps asap.Focus on smartphone AND tablet (related to business)Deliver an opGmum mobile experienceOffer the complete customer journey on mobile (from registraGon to payment)Be flexible and respond fast to analyGcs

Top take aways


Bare facts


Running is HOT and easy accessible

Bare facts



“Start 2 Run” is a well known brand

Bare facts




Evy Gruyaert is everywhere

Bare facts





People love the enthusiasEc mental coach approach

Bare facts






She crosses the border with her “Flemish accent”

Bare facts







Podcast concept was/is a success (about 1.000.000 downloads)

Bare facts







Podcast concept was/is a success (about 1.000.000 downloads)

Almost everybody runs with headphones and a smartphone

Bare facts


BUT…


Current Evy podcasts are out-‐dated – first ediGon 2006

BUT…



Podcasts are not official available anymore – Most illegal downloaded podcast (10%) ever

BUT…




It doesn’t stop with 5/10 kilometers…

BUT…




It doesn’t stop with 5/10 kilometers…

Every runner is unique

BUT…


Perfect Gme for a mobile app


StraighYorward and easy to use



StraighYorward and easy to usePersonalised

Own music

Running on feeling or heart rate

Evy even encourages you with you first name




Own music



InteracEve / no linear experience




Own music



InteracEve / no linear experienceFor the beginner as for the advanced runners




Own music



InteracEve / no linear experienceFor the beginner as for the advanced runnersAffordable




Own music



InteracEve / no linear experienceFor the beginner as for the advanced runnersAffordableFor iOS and Android



FuncGonaliGes


Business model


Freemium model

Business model


Freemium model

Voucher distribuEonVouchers can have a sponsor with logo/name or specific landing page (companies for their employees)

Unlock all training plans

With a specific value in points

Business model


Freemium model




Partner product placement

Business model


Freemium model





Specific training plans for events

Business model


Freemium model





Specific training plans for events

Leads towards Energy Lab

Business model


Partner sponsoring concept


1 golden partner and 4 silver partners




Focus on added content value





Product placement and ads.






Matching philosophy of Start 2 Run







Necessary for a quick start







Necessary for a quick startPromote app on FB pages and Twi`er



Loyalty and rewarding system


People can get a reducEon on running plans by just running

People can earn points by comple1ng a training sessionThe points can be used to buy other training plans



People can get a reducEon on running plans by just running

People can earn points by comple1ng a training sessionThe points can be used to buy other training plans

Weekly responsive newsle`er with your status



What will the future bring?


Soon mul1lingual (FR/EN/…)




More specific event training plans





Unique personalised training plans






Connec1on to mo1on sensors (Heart beat/m7/…) and wearables (Pebble/Samsung Watch…)







Remote virtual encouragements of your friends








More social elements. People oLen run together.









…









…

Start 2 Bike? Start 2 Walk? Start 2 Ski?



Early birds

GET 100 POINTSfor free

If you install the app and register before

Wednesday

9th of October 23:59

Be fast and get rewarded!

www.start2run.be


VisibilityTouchpointsConveniency and serviceClient sa7sfac7onMetrics and user insightsLoyalty and customer in7macy

Revenue!

Mobile M-‐commerce means more …


m-commerce means more thomas de vos

Business

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