webinar: are you ready for the rising demands of mobile commerce?

Are You Ready for the Rising

Demands of Mobile Commerce?

5

TED SCHADLERVice President, Principal AnalystForrester Research, Inc.

Sponsored by

questions to ask about winning the mobile shopping moments

Internet Retailer Webinar Series

PAUL DEMERYManaging Editor,B2B E-CommerceInternet RetailerMODERATOR

PETER BLUMVP of Product ManagementInstartLogic

2014 Average:

Mobile’s share of online retail traffic:

Source: comScore Inc. (September 2014)

Source: Branding Brand (September 2014)

Shopping time spent on mobile

The Ascension of Mobile CommerceThe percentage of retail traffic, mobile versus desktop, 2011-2014, ending in August 2014

#mobilemindshift© 2015 Forrester Research, Inc. Reproduction Prohibited 7

Quick Poll

› With regards to mobile strategy, where

do you think you stand today?• We’re behind our peers

• We’re where we should be, have a little catching up to do

• We’re state-of-the-art, on par with some peers

• We’re leaders, far ahead of our peers

#mobilemindshift

Master The Mobile

Mind ShiftEngineer Your Business to Win

in the Mobile Moment

Ted Schadler

VP, Coauthor of The Mobile Mind Shift

@TedSchadler


We live in the age of the customer


62% expect a mobile-friendly

website.

42% expect to find a mobile app.

23% expect their experience to

change based on location.

Of smartphone users . . .

Source: US Mobile Mind Shift Online Survey, Q3 2013

The mobile mind shift is on the rise


Quick Poll

› What percentage of your transactions or

sales come from mobile devices?(phones *and* tablets)

• Less than 10%

• Between 10% and 20%



• Greater than 60%


The mobile web dominates shopping

0%

20%

40%

60%

80%

100%

Food and drink News/media Shopping

Women

Men

Source: US Consumer Technographics™, Behavioral Study, November 2013 to March 2014

Base: 1,263 US online smartphone owners (18+)


Mobile commerce is ramping up

Source: Consumer Technographics™, ForecastView

$16 $26 $32 $37 $42 $46 $12 $17

$21 $26

$31 $36

2013 2014 2015 2016 2017 2018

Travel and other services

Physical goods and media

$34 $56

$81 $110

$141

$176

$8

$15

$21

$28

$33

$39

2013 2014 2015 2016 2017 2018

Travel and other services

Physical goods and media

Smartphone commerce ($B) Tablet commerce ($B)

$44B

$82B$71B

$215B


But mobile influence is ramping faster

Source: Deloitte Digital, “The New Digital Divide,” April 28, 2014


Ripped from the headlines› Walmart reports that 70% of traffic in the five days

around Black Friday was from mobile devices

› 81% of mobile users shop on their phones before buying

› 50% of Millennial auto shoppers shop only on their

phone


The mobile mind shift is the

expectation that I can get what

I want in my immediate context

and moments of need.

Image source: Associated Press (AP.org), photo by Michael Sohn


Companies

Platforms

People

Processes

Mind Devices Applications

The mobile mind shift will penetrate the beating heart of your business . . .


Entrepreneurs & innovators create and fulfill the mobile mind shift


They target mobile moments to do so

Image source: Inc. (http://www.inc.com)

A mobile moment is a point in time and space

when someone pulls out a mobile device to get

something they want in their immediate context.


Mobile moments are present throughout the customer journey Marketing:

Manufactured moment

Borrowed moment

Marketing:

Loyalty moment

Sales:

Influenced sales

moment

Sales:

Impulse purchase

momentCustomer service:

Information momentProduct:

Setup moment

Use moment

Care moment

Source: April 14, 2014, “The Customer Life Cycle: A Blueprint For

Customer-Obsessed Enterprises” Forrester report

Engagement:

Social moment


DAILYLOOK wins because it serves customers in two joyous mobile shopping moments.


What matters in a mobile moment?

› Who is seeking help?

› What kind of device?

› What is her motivation and context?

› What can you do to serve her in that moment?

› Are your systems of engagement ready?


Companies

Platforms

People

Processes


Mobile moments

happen here


Companies

Platforms

People

Processes


The hard work

happens here


You need a new business technology approach . . .

Business technology is technology,

systems, and processes to win,

serve, and retain customers.


Performance Gap

Source: August 7, 2014, “Closing The

Experience Gaps” Forrester report

Four experience gaps loom between what customers expect and what companies deliver

• Subsecond

response time

• Snappy

response

across any

network

• Multisecond

response times

• Highly variable

performance

across devices

What

businesses

deliver

What

customers

expect



Convenience Gap

• Task-specific

service on all

devices

• Consistent

experience

across channels

• Full-featured,

self-service

websites

• Experiences vary

by product line,

service function

and channel

Performance Gap

What

businesses

deliver

What

customers

expect





Performance Gap

Convenience Gap

Personalization Gap

• Contextualized,

personalized

experiences

• An understanding

of needs and

next steps

• Generic one-size-fits-

all experiences

• No coordinated

across product lines,

channels, and

customer journey

What

businesses

deliver

What

customers

expect





What

businesses

deliver

What

customers

expect Performance Gap

Convenience Gap

Personalization Gap

Trust Gap

• An accurate,

reliable,

transparent

service

• Privacy-

respecting

preferences for

each context

• Variable accuracy

and reliability

• Channel- and

function- specific

privacy and

preferences




Client tier

Delivery tier

Aggregation tier

Services tier• On-premises transaction & content systems

• Some services cloud hosted

• Data security managed here

• Smartphones & tablets & API consumers

• Manage software and policy on the device

• Outstanding experience online & offline

• Asynchronous, event-driven layer

• Scale out to Internet proportions

• Cloud or cloud-connected

• Most app logic and integration happens here

• On-premises or cloud-hosted

• Analytics data store & algorithms here

Mobile’s four-tier engagement platform

#mobilemindshift

Thank youTed Schadler

[email protected]

blogs.forrester.com/ted_schadler

@tedschadler

mailto:[email protected]

Speeding, securing and scaling cloud/client applications

0

50

100

150

200

250

Wired LTE WiFi 4G 3G

The Application Delivery Challenge Today

3G/4G/WiFi networksSlow, unpredictable edge

DevicesFormat/capability diversity

Sophisticated AppsVisual, personalized, complex

#mobilemindshift

Late

ncy (

ms)

Existing solutions don’t address modern challenges

#mobilemindshift

New Challenges in Application Delivery

/ CDN

Our solution: Software-Defined Application Delivery

#mobilemindshift

Format Adaptation Application Streaming Caching / Routing

Bridging the Gap

#mobilemindshift

Performance Gap

Convenience Gap

Personalization Gap

Trust Gap

What businesses

deliver

What customers

expect

5 ways we can help bridge the gap

#mobilemindshift

Personalized

Experiences

HTML Streaming

High-Res

Images

Image Streaming

Responsive

Design

Image Adaptation

Application-like

Experiences

JavaScript Streaming

Increasing

Trust

ProxyWall

Custom content for

each userSophisticated

JavaScript

frameworks

Large image

downloads

Desktop images

sent to mobileApplication

Protection

Case Study: Dollar Shave Club

• Switched from CDN

• Conversion Boost• 16.8% overall

• Up to 27% for tablets

• Up to 126% for smartphones

“This was the single most impressive conversion

win we have experienced to date for anything we

have done.”- Todd Lehr, VP Engineering

#mobilemindshift

Case Study: One Kings Lane

“Instart Logics’ key differentiator for us was its

intelligent application delivery solution. Given the

…heavy imagery and high-resolution imagery of our

website, …we couldn’t find anything like Instart

Logic’s solution in the market.”

- Arun Rajan, CTO, One Kings Lane

• Switched from CDN

• Using large immersive images

• Dramatic performance boost– 35% improvement in page load

times

• Offloaded backend servers#mobilemindshift

Quick Poll

• What would you classify as the most important KPI

for web and mobile performance improvements?

– Higher conversions

– More revenue from mobile

– Higher customer satisfaction

– More time spent on site/app

#mobilemindshift

Questions?

www.weneverloseabenchmark.com

#mobilemindshift

http://www.weneverloseabenchmark.com/