2016 - M-Commerce is dead - long live M-Commerce!

Mobile Commerce.
HTW Chur. Namics.
CHUR, 19TH 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

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.

An example.
WHAT WE DO. NUTSHELL.

Namics.WHAT WE DO. NUTSHELL.
Graubünden Ferien. Project Proposal.
8

Namics.
Project phases.
WHAT WE DO 15
Analysis Implementation OperationOffer Concept
Coordination

Namics.
ADD SCREEN
CASE STUDIES 16
ADD
SCREEN
Graubünden Ferien. Result.
16

Namics.NAMICS IN A NUTSHELL
Locations.
19
Frankfurt
Hamburg
Zurich
Belgrade
Munich
Saint Gallen
6LOCATIONS
20YEARS

500 specialists.
20
250DEVELOPERS
200CONSULTANTS
50CREATIVES

Design
Consulting
Back End
Front End
Project Management

Our services.
22
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.CASE STUDIES
Some other Clients we’ve worked for.
26

Shops move Online.
1995 - 2007

Namics.1995 – 2007: SHOPS MOVE ONLINE
A question.
What was the first thing ever ordered online?

Drivers. Established retailers.
Conventional retailers look for
alternative sales channels and new
services online.
31

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

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.

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:

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

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.
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

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.482012 – 2015: MOBILE FIRST
Mobile Commerce Transactions (US).
142
Forrester Research: US Mobile and Tablet Commerce Forecast, 2015-2020
115
2015
($ Bn)
2016
($ Bn)
+ 23 %
2522020
($ Bn)
+ 119 %

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/

Drivers.
 Mobile has overtaken Desktop as the most
important channel
 An optimal user experience on mobile screens is
critical for success.

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.

Solution.
2007-2012
2012-2015MINDSHIFT

Namics.53
When something works on a
mobile screen, it usually
works on a desktop.
“Mobile First” - Principle

Namics.
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.
5
7

Apple Pay is a mobile
payment service that
collects credit cards,
tickets and gift cards in
one app.
 Changes the way
we pay
Apple Pay.

Airbnb is a platform on
which holiday makers can
connect with private
homeowners to arange
accomodation.
 Changes the way
we book a hotel.
Airbnb.

Spotify is a commercial
music streaming service
that provides content from
record labels and media
companies.
 Changes the way we
listen to music.
Spotify.

BlaBlaCar is the world's
largest long-distance
ridesharing community and
has more than 25 million
members across 22
countries.
travel long-distance.
BlaBlaCar.

Messaging apps have
become the center of
peoples online activity.
This enables shopping
trough messaging apps by
using language
recogniction.
buy and order things
and use services.
M-Commerce via
messaging.

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.

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.
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

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… ;-)

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.

johannes.waibel@namics.com. Principal Consultant.
yannick.rennhard@namics.com. Consultant.
Thanks for listening.
© NAMICS 2016

2016 - M-Commerce is dead - long live M-Commerce!

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