ecommerce, mobile and mpayments
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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
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MOBILE WEB IS BECOMING MAINSTREAM
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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.
USERS
© Creuna 14
SMARTPHONES ARE ONLY FOR MEN?
50%
© Creuna 15
BUT THE KIDS?
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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
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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
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NOT JUST INTERNET ON A SMALLER SCREEN:COMPARE PLACES, PRICES AND OPINIONS ON SPOT
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NEW SALES CHANNEL BY APPLICATIONWalled garden: Arla mobile cookbook
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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
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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
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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!
© Creuna
FOCUSIdentify the core
services to your mobile users and make them easy
to access
THANK YOU!
Presentation for FDIH seminar “online and mobile payments”
SIMON KIBSGÅRDBusiness consultant with expert knowledge of mobile businessM: (+45) 22 49 83 41simon.kibsgaard@creuna.dk
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