Mobile Commerce. HTW Chur. Namics. CHUR, 19 TH APRIL 2016 Johannes Waibel. Principal Consultant. Yannick Rennhard. Consultant.
Mobile Commerce. HTW Chur. Namics.CHUR, 19T H APRIL 2016
Johannes Waibel. Principal Consultant.Yannick Rennhard. Consultant.
Agenda.
FIRST Welcome. 5 MIN
SECOND What we do. Nutshell. 15 MIN
THIRD Mobile Commerce. 70 MIN
FORTH Groupwork. 45 MIN
FIFTH Presentations. Wrap-up. 45 MIN
Welcome.FIRST
Namics.
Johannes Waibel.Principal Consultant.
Who we are.WELCOME.
Yannick Rennhard.Consultant.
4
Namics.5WELCOME.
Our goals for today.
1. Web Agency. Basic understanding.
2. Mobile Commerce. Origin, Present and Future.
3. Make you work. Just a little bit ;-).
4. Answer as many questions as possible.
What we do. Nutshell.SECOND
An example.WHAT WE DO. NUTSHELL.
Namics.WHAT WE DO. NUTSHELL.
Graubünden Ferien. Project Proposal. 8
Win.
Analysis.
Concept.
Implementation.
Operation.
Coordination.
Namics.
Project phases.WHAT WE DO 15
Analysis Implementation OperationOffer Concept
Coordination
Namics.
ADD SCREEN
CASE STUDIES 16
ADD SCREEN
Graubünden Ferien. Result.16
Demo.
Namics.WHAT WE DO. NUTSHELL.
Namics.19NAMICS IN A NUTSHELL
Locations.
Frankfurt
Hamburg
ZurichBelgrade
Munich
Saint Gallen
6LOCATIONS
20YEARS
Namics.20NAMICS IN A NUTSHELL
500 specialists.
250DEVELOPERS
200CONSULTANTS
50CREATIVES
Design
Consulting
Back End
Front End
Project Management
Namics.22NAMICS IN A NUTSHELL
Our services.
Website & Portals
Digital Workplace
E-CommerceDigital Communications
Mobile Business Solutions
Operation Services
Some other examples.WHAT WE DO. NUTSHELL.
Namics.CASE STUDIES 24
UBS. Paymit – Mobile peer-to-peer payment.
Namics.CASE STUDIES
Victorinox. Shop Relaunch.25
Namics.26CASE STUDIES
Some other Clients we’ve worked for.
Mobile Commerce. THIRD
Shops move Online.1995 - 2007
Namics.1995 – 2007: SHOPS MOVE ONLINE
A question.
What was the first thing ever ordered online?
This.
Namics.1995 – 2007: SHOPS MOVE ONLINE
Drivers. Established retailers.
Conventional retailers look for alternative sales channels and new services online.
31
Namics.1995 – 2007: SHOPS MOVE ONLINE
Drivers. New players.
Innovative players in the retail market build their business model on selling stuff online
Examples: - Amazon- eBay- etc.
Namics.33
The web as a sales channel promises:- Nearly unlimited reach- 24/7 shopping (no more opening hours)- Low fixed costs (personnel, showrooms)- New promotional options- Easy maintenance
But…
Brave new online world?1995 – 2007: SHOPS MOVE ONLINE
Namics.341995 – 2007: SHOPS MOVE ONLINE
Challenges.
- Creating a good user experience in online shops is tricky:- Enable users to find the desired product- Organization and appealing presentation of content- The users need to learn and get used to new patterns
- E-Commerce requires a new set of technological skills.- Additional personnel is required for setup and maintenance.
Namics.371995 – 2007: SHOPS MOVE ONLINE
Solution.
- Structure: - Navigation- Categories
- Search:- Text- Facetted
Namics.
The history of M-Commerce.1995 – 2007: SHOPS MOVE ONLINE 38
1995 – 2007
The Web
Digital Content
Drivers:
Led to:
Era: Shops move online
Mobile Optimization.2007 - 2012
- The 1st iPhone. Simple as that.
- The iPhone redefines the way we browse the web on a mobile device
But…
2007 – 2012: MOBILE OPTIMIZATION
Drivers.
Namics.2007 – 2012: MOBILE OPTIMIZATION
Challenge.41
This:
Namics.422007 – 2012: MOBILE OPTIMIZATION
Challenge.
- Websites made for desktop screens look and feel awful on a mobile device!
- Formerly used navigation- and design patterns no longer work because of:- Smaller screen size- Touch as a new way to interact (instead of mouse)
- The pinching and zooming gestures helped but didn’t really solve the problem
Namics.432007 – 2012: MOBILE OPTIMIZATION
Solution.
- Specific templates for the display of content on mobile screens
- Depending on which device type the visitor uses, the content is displayed differently
- Mobile-URLs (e.g. m.facebook.com)
Namics.
The history of M-Commerce.2007 – 2012: MOBILE OPTIMIZATION 44
1995 – 2007
The Web
Digital Content
2007 – 2012
New Devices
Mobile as a seperate channel
Drivers:
Led to:
Era: Shops move online
Mobile Optimization
Mobile First2012-2015
Namics.2012 – 2015: MOBILE FIRST 46
http://www.smartinsights.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/
Mobile usage outruns Desktop.Global users (in Millions)
Namics.47
Namics.482012 – 2015: MOBILE FIRST
Mobile Commerce Transactions (US).
142Forrester Research: US Mobile and Tablet Commerce Forecast, 2015-2020
115 1 Year
2015 ($ Bn)
2016($ Bn)
+ 23 % 2525 Yea
rs
2020($ Bn)
+ 119 %
Namics.492012 – 2015: MOBILE FIRST
Mobile UX matters.
- Conversion rate strongly depends on a good user experience.
- Example: Bullymax, a pet food retailer increased its conversion rate by 24.5% just by improving mobile user experience
Conversion:
+24.5%
http://conversionxl.com/improve-mobile-ux/
Namics.502012 – 2015: MOBILE FIRST
Drivers.
- Mobile has overtaken Desktop as the most important channel
- An optimal user experience on mobile screens is critical for success.
Namics.512012 – 2015: MOBILE FIRST
Challenges.
- Users expect uncompromised experience on all devices.- The question is how to ensure an optimal experience for
both mobile and desktop applications.- Up until now, the premise was to base the concept of a
website on the desktop screen size and then adapting the design to mobile screens.
Namics.522012 – 2015: MOBILE FIRST
Solution.
2007-2012
2012-2015M
IND
SH
IFT
Namics.53
When something works on a mobile screen, it usually works on a desktop.“Mobile First” - Principle
Namics.
The history of M-Commerce.2012 – 2015: MOBILE FIRST 54
1995 – 2007
The Web
Digital Content
2007 – 2012
New Devices
Mobile as a seperate channel
2012 – now
User-centric design
Mobile as the basis of
everything
Drivers:
Led to:
Era: Shops move online
Mobile Optimization
Mobile First
Digital Business Models.2015 - FUTURE
Namics.2015 - FUTURE: NEW BUSINESS MODELS
Drivers.
- Rethinking existing business patterns provide interesting options for innovative business models
- Enablers and Opportunities:- Wide availability and usage of mobile devices- Connectivity (e.g. Internet of Things, Mobile Networks)- Mobile Payment- Near-field communication (NFC)- Geo-Location- Social Media
56
Uber is a private taxi service that connects users directly to independent private drivers through their mobile devices.
Changes the way we order a taxi
2015 - FUTURE: NEW BUSINESS MODELS
Uber.57
Apple Pay is a mobile payment service that collects credit cards, tickets and gift cards in one app.
Changes the way we pay
2015 - FUTURE: NEW BUSINESS MODELS
Apple Pay.
Airbnb is a platform on which holiday makers can connect with private homeowners to arange accomodation.
Changes the waywe book a hotel.
2015 - FUTURE: NEW BUSINESS MODELS
Airbnb.
Spotify is a commercial music streaming service that provides content from record labels and media companies.
Changes the way we listen to music.
2015 - FUTURE: NEW BUSINESS MODELS
Spotify.
BlaBlaCar is the world's largest long-distance ridesharing community and has more than 25 million members across 22 countries. Changes the way we
travel long-distance.
2015 - FUTURE: NEW BUSINESS MODELS
BlaBlaCar.
Messaging apps have become the center of peoples online activity. This enables shopping trough messaging apps by using language recogniction. Changes the way we
buy and order things and use services.
2015 - FUTURE: NEW BUSINESS MODELS
M-Commerce via messaging.
Namics.632015 - FUTURE: NEW BUSINESS MODELS
Challenges.
- Find and develop useful and relevant services based on consumer’s needs.
- New players challenge established firms in their core business model (e.g. payment, taxis etc.).
- Rethink business and think out of the box to develop new services.
Namics.642015 - FUTURE: NEW BUSINESS MODELS
Solution
- Fous on customer journeys which is, the sum of all individual’s interactions with a brand across all channels.
- Filter your ideas by applying a “trial and error” philosophy. Keep testing your ideas with customers.
- Build up momentum with cross-functional teams and ensure management involvement.
- Speed matters - rethink your legacy IT architecture.
Namics.
The history of M-Commerce.2015 - FUTURE: NEW BUSINESS MODELS 65
1995 – 2007
The Web
Digital Content
2007 – 2012
New Devices
Mobile as a seperate channel
2015 – FUTURE
Rethinking existing patterns
Mobile Business Models
2012 – now
User-centric design
Mobile as the basis of
everything
Drivers:
Led to:
Era: Shops move online
Mobile Optimization
New Business Models
Mobile First
Groupwork.FOURTH
Imagine you’re the people responsible for digital channels of the Flims-Laax-Falera ski region.
Flims-Laax-Falera wants to add an innovative, mobile-based service to its portfolio that helps visitors to organize their stay in general or specific elements of it.
GROUPWORK
Situation.
Namics.GROUPWORK
Briefing.
- Preparation time: 40 min (until the end of the lesson)- 4 Groups of 6 people- Deliverables:
- Short presentation (max. 5 minutes) of your results- Visual illustration (scribbles) of the new service (key elements)
- Additional info:- We’re looking for innovative, new ideas.
Don’t mind about financial, time or feasibility constraints. - Focus on the content and the logical consistency of the service and visualise key
elements (completeness not required). - This is not an exam. Be creative, be bold, go bananas… ;-)
Presentations. Wrap-up.FIFTH
”M-Commerce is dead. Long live M-Commerce.
Namics.71WRAP-UP
Wrap-up.
- The optimization of mobile user experience is a key success factor that still offers a lot of potential.
- The way we use our smartphones has changed and mobile has become the primary way we consume digital content.
- Mobile First has become THE standard when developing new digital concepts.
- New digital business models challenge existing industries.- Conversational commerce might be the next big thing in
M-Commerce by 2017.
[email protected]. Principal [email protected]. Consultant.
Thanks for listening.© NAMICS 2016