The Future Shopping Reality

BIFEX 2013

Murat Genc April 17, Beirut

Futu

re…

Not yet everything…

… but the consumers!

…

Sources: E-marketer, Disovercard.com, Barlow Research, Internetretailer.com, U.S. Census 3rdQT Results, Jupiter Research

37% 8.8%

Smart phone users who have purchased an

item via m-commerce

Percentage of retailers using m-

commerce

Mobile Commerce

17% 15% Plan to Invest on Website Plan to Invest on Emailing

13% Plan to Invest on Social Media

Sources: invesp.com and assets.econsultancy.com

Mobile Commerce Growth ($billion)

Why Consumers Prefer Shopping Online

Who

What How

Understand your customers o Demographics o Interests o Habits o Goals…

Customize your offer o Product o Experience o Incentives o Information…

Drive Reach and Engagement o Content o Channels

- Search - Web, Social - Mobile, CRM…

Where to start?

Segment A Segment B Segment C

Typical markets JP, KR, NA, WE, Top cities in BRIC

Semi-urban: BRIC Rural: BRIC

Role of mobile (Hero…) Supporting Actor (one of many screens)

Lead Character (#1 screen)

Hero (only screen)

Avg. calls / SMS per week 35 / 30 84 / 60 No data

Penetration mWeb Lower than PC Web Higher than PC web Low, but only means

Smartphone usage >60% <20% None

Subscription model Post-paid / Flatrate data plans

Pre-paid Pre-paid

Most important features (aside from calling & SMS)

MP3 Player, Data, Camera, Gaming,

Camera, Radio, Gaming

Flashlight, Radio, Calculator

mMarketing participation Low (Sophisticated) High (Simple) NA (High interest)

There is more to mobile