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© 2012 IBM Corporation@IBMMobile | #IBMatMobileCon
Making Smarter Commerce Mobile: Strategy and Trends of Mobile Commerce
Chris ShawWorldwide Industry Lead for Smarter Commerce - Communications
© 2012 IBM Corporation2 @IBMMobile | #IBMatMobileCon
IBM’s strategy addresses client mobile initiativesExtend & TransformManage & SecureBuild & Connect
Key Capabilities• Strategy, planning and
implementation• Mobile-enabled solutions
including analytics, commerce, and social business
• Mobile as a service
Key Capabilities• Mobile web, hybrid and
native app development• Enterprise data, service,
and application integration• Enterprise wireless
networking
Key Capabilities• Mobile lifecycle
management• Device analytics and
control• Secure network
communications & management
Build mobile apps
Connect & run mobile systems
Manage mobile devices and apps
Secure my mobile business
Extend capabilities to mobile
Transform your business
© 2012 IBM Corporation3 @IBMMobile | #IBMatMobileCon
IntroductionMobile Commerce Opportunities
Implementing Mobile Commerce
Agenda
© 2012 IBM Corporation4 @IBMMobile | #IBMatMobileCon
Consumer experience, “bring your own device” (BYOD) and “context aware” are driving much new enterprise use
Mob
ile is
a n
ew IT
W
ave
Mob
ile A
pplic
atio
ns
Gro
wth
66% CAGR
Source: IDC 2010
WW Mobile Applications Opportunity
$0 B
$10 B
$20 B
$30 B
$40 B
$50 B
2010 2011 2012 2013 2014 2015
Bill
ions
WW
Mob
ile In
fras
truc
ture
O
ppor
tuni
ty
20% CAGR
Source: IDC 2H 2010 - IH2011
$0 B
$1 B
$2 B
$3 B
$4 B
$5 B
2010 2011 2012 2013 2014 2015
Bill
ions
Mobile Platform Mobile Security Device Management
Mobility is thesecond area
of investmentwith 74%
300,000 iOS & 700,000 Android devices activated
PER DAY
Gartner: By 2013,mobile phones will overtake PCs as the most common Web access device worldwide
Access to mobile networks is now available to 90% of the world population and
80% of the population living in rural areas.
Market opportunity around
Mobile is adjacent to our business and provides
AIM a large & fast growing opportunity to drive
Middleware revenue as enterprises extend IT investments to reach
customers in new ways and enable workforces with anywhere, anytime
access to data and applications
Source: 2011 CIO Study, Q12: “Which visionary plans do you have to increase competitiveness over the next 3 to 5
years?”(n=3,018)
Mobile is a game changerJust like the internet sparked the growth of the web and e-business, a new frontier of growth and opportunity exists around mobile devices across industries
© 2012 IBM Corporation5 @IBMMobile | #IBMatMobileCon
2. Proliferation of Modes and Methods for Commerce Exponential growth in Mobile and Social Commerce Mass customization and personalization of products and services
Mobile is shaping the commerce marketplace 1. Technology Adoption Rates are Accelerating 2.3 billion people are online (Dec 2011) 5.9 Billion mobile phones worldwide (2011) 1.2 Billion use phones to browse Internet April 2012
3. Consumer Buying Behavior Continues to Evolve Focus is on value, transparency and accountability Consumers are increasingly technology savvy, more demanding, making
tradeoffs, and “Showrooming”
4. Increasing Brand Fragmentation Consumers are experiencing brands in new ways across multiple touch points Marketers challenged to deliver a consistent brand message and value
proposition
EvolvingShopping
Experience Expectations:
Timely Localized
Experiential Personalized
Information
Sources: http//www.nae.edu/cms/Publications/The Brodge/Archives/7356/7596.aspx; Internetworldstats.com; Strategy Analytics; Informa
800M140M
© 2012 IBM Corporation6 @IBMMobile | #IBMatMobileCon
Objectives For Smartphones And Tablets
June 2011 “Mobile Commerce Forecast: 2011 To 2016”
© 2012 IBM Corporation7 @IBMMobile | #IBMatMobileCon
Mobile computing is fundamentally changing how businesses interact with their customers
Business-to-ConsumerEnabling customers to shop across
multiple mobile devices
Business-to-EmployeeEmpowering retail store associates to serve customers anywhere in the store
Mobile MarketingAnalyzing mobile usage and executing
mobile campaigns
© 2012 IBM Corporation8 @IBMMobile | #IBMatMobileCon88
Leading to fundamental changes in the concept of a store?
Taking the store out of the store
Taking the store to the customer
Source: “Tesco opens worlds first virtual store” htt,p://www.archello.com/en/project/tesco-opens-worlds-first-virtual-store
© 2012 IBM Corporation9 @IBMMobile | #IBMatMobileCon
Introduction
Mobile Commerce OpportunitiesImplementing Mobile Commerce
Agenda
© 2012 IBM Corporation10 @IBMMobile | #IBMatMobileCon
Sourcing, controlling and procurement of goods and services
Targeted and personalized marketing across all customer interactions
Selling and fulfillment of products and services across all channels
Servicing customer needs
across all interaction
channels
MarketBuy
Service SellCustomer
Insight Strategy
Engagement
© 2012 IBM Corporation11 @IBMMobile | #IBMatMobileCon
The lines between virtual and physical are blurring … disappearing
Outside the Store Inside the StoreShopping List
Aisle 3
Aisle 11
Aisle 9
© 2012 IBM Corporation12 @IBMMobile | #IBMatMobileCon
A superior shopping experience now includes mobile commerce as a key touch point
TransactPost-transaction
RelationshipDevelopment Product
Affinity
Browsing
PurchaseDecision
Transact
Purchase Decision
Browsing
Store Entry Demand Generation
Post-transaction
Customer id, personalized experience & offerings
Product information, product look-up, IRC
Cross-sell, up-sell, availability
In-store & online payment scenarios
Warranty services, digital receipt
Provide personalized messages and alerts to your customers: product specials, recalls, etc
Product information, Consumer reviews
Compare, Cross-sell/up-sell, availability & Store locator
CCIS, Online payment
WISMO, Warranty services, digital receipt
Retail Integration Framework
Customer Interaction Platform
Product or category level awareness & education
Messaging, alerts, promotions(proximity, opt-in, loyalty)
Multi-channelcustomer experience
In-store customer experience
© 2012 IBM Corporation13 @IBMMobile | #IBMatMobileCon
Re-engineering commerce around mobileAll aspects of commerce should be evaluated to see what
“Points of Engagement” can be improved by utilizing mobility
Build a shopping list Pre-populate a list based on history Awareness of holidays and other important dates Suggestions based on choices or actions
Choose a physical store Assures the items you want are in stock
Visit the physical store Provide directions to get there Proactively offer assistance when the customer enters the
store
Locate items on the shopping list, and inform where in the store to go
Request assistance from remote or in-store associate
Select products in the store Show reviews, friends' feedback, special prices, health
information (etc) about the products
Pay for products Self scan by phone Pay by phone
Consume products Capture comments and feedback as the products are
being used
Customer runs out of products Add to shopping list for next purchase
Mobile Points of Engagement
© 2012 IBM Corporation14 @IBMMobile | #IBMatMobileCon
Consumer expectations are soaringConsumers expect a real-time, digital experience with personalized recommendations, offers, and rich production information that is
infused into the store environment.
Goals: Increase sales, profit, loyalty, and consumer confidence
Example: ARISTO Shopping AssistantThe shopping experience is tailored to the customers preferences, needs, wants, and shopping mission in real-time at the store shelf and without adding additional headcount or labor.
© 2012 IBM Corporation15 @IBMMobile | #IBMatMobileCon
Enable consumers to receive information and special offerso Product information, Special price info directly super imposed on the products of
interest
Consumer simply pans the store shelves with his personal mobile deviceo Relevant information is super-imposed on the image
Improve in-store experience o Far superior to barcode scanning
Augmented Reality for In-Store Offers
$0.37/100 gr
$0.66/100 gr
$0.33/100 gr
$0.59/100 gr
© 2012 IBM Corporation16 @IBMMobile | #IBMatMobileCon
IBM Research – In-Store Presence Zones“Context will be as influential to mobile consumer services and
relationships as search is to the Web” - Gartner Pain Points - Retailers lack information:
Which store areas are visited the most/least Typical path shoppers take in store How long customers spend in different areas Which areas have no store associates
Solution: Deployment of Presence Zones with sensors in each dept. Sensors identify people when they enter & leave areas Enables analysis of frequency & duration of visits to each dept.
Benefits: More effective marketing; determine where to position signs, ads, kiosks Employee optimization for better customer service Optimization of store infrastructure such as heating/cooling
© 2012 IBM Corporation17 @IBMMobile | #IBMatMobileCon
Mobile strategy for consumers Deliver the experience that individual consumers want
o A first class mobile browser solution for those that do not want to install a mobile app
o A rich mobile app solution for those customers that choose, utilizing device capabilities, and supporting a wide range of device types
o In all cases, the solution should be optimized for the device, screen size, resolution, and interaction style
Mobile analytics can be leveraged for monitoring the mobile usage
Leverage the fact that a mobile device is more than just a portable desktopo Location based services, presence, and mobile payments/loyalty are key
enablers for an exceptional shopping experience
© 2012 IBM Corporation18 @IBMMobile | #IBMatMobileCon
Introduction
Mobile Commerce Opportunities
Implementing Mobile Commerce
Agenda
© 2012 IBM Corporation19 @IBMMobile | #IBMatMobileCon
Application targetsFrom browsers to tablets to smartphones … and beyond
© 2012 IBM Corporation20 @IBMMobile | #IBMatMobileCon
Mobile application types
Native AppsPlatform-specific. Requires unique expertise, pricy and long to develop. Can deliver higher user experience.
Native Application
Device APIs
100101010101110100101001001010111010010011010101010100100100101111001001100101010100101010101001010101010101010101011111
1000001010101
Hybrid Apps - MixedUser augments web
code with native language for unique needs and maximized user experience.
Native Shell
Web Native
Device APIs
<!DOCTYPE html PUBLICcreated 2003-12</p></body></html>
10010101010111010010101010101010010010010111100100110010
Hybrid Apps - WebHTML5 code and Worklight runtime libraries packaged within the app and executed in a native shell.
Native Shell
Web Code<!DOCTYPE html PUBLIC<html><! - - created 2003-12-1<head><title>XYZ</title</head></body></html>
Device APIs
Web AppsWritten in HTML5 JavaScript and CSS3. Quick and cheap to develop, but less powerful than native.
Mobile Browser
Web Code<!DOCTYPE html PUBLIC<html><! - - created 2003-12-12 - - <head><title>XYZ</title></head><body></p></body></html>
Browser Access Downloadable Downloadable Downloadable
Browser Access Hybrid Apps - Web Hybrid Apps - Mixed Native Apps
© 2012 IBM Corporation21 @IBMMobile | #IBMatMobileCon
Why is mobile different?
Mobile users require efficient and timely access to information.
Interactions are short and focused, interruptions are common.
Devices are often exclusively touch-based. User interfaces must be easy and obvious.
Screen real-estate is precious.
Typing should be minimized.
Applications must be usable without connection or moving between connection types.
Timeliness of data must be communicated.
Security is critical.
Mobile hardware and user interfaces evolve much faster than the typical enterprise software cycle.
Mobile users today expect high-fidelity access to the same information they have on the desktop, presented in an easy-to-learn, mobile-friendly format.
The mobile provides contextual information about the person carrying it. And the mobile context is different
Mobile Application Requirements
© 2012 IBM Corporation22 @IBMMobile | #IBMatMobileCon
Challenges in implementing mobile solutions Companies need to support a range of devices for both
consumers & employees Mobile Development is more complicated than traditional Web
App Development Target Devices: Which smartphone? Which tablet? Which form factor?
Development Skills: Web or native apps? Java or Objective C? Or other?
Maintenance: Separate software stacks for each major OS? How to keep software current?
Security: Encryption? Authentication? Response to stolen/lost devices?
Management: How to provide support and service?
Mobile Value: How to build applications that best exploit mobile capabilities, such as location and context?
© 2012 IBM Corporation23 @IBMMobile | #IBMatMobileCon
Engage With IBM This Week
123
Meet with an IBM expert to view a product demo in booth 735
Join the conversation at @ibmmobile and #IBMatMobileCON
Learn more at ibm.com/mobile-enterprise and follow us at #IBMMobile
© 2012 IBM Corporation24 @IBMMobile | #IBMatMobileCon
Date Start Session Title StageWed 11:00 AM IBM Mobile Enterprise Overview 3
11:00 AM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2
11:30 AM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2
11:30 AM Becoming a Mobile Enterprise Step-By-Step 3
1:00 PM Mobile Collaboration for Your Social Business 3
1:30 PM Making Commerce Mobile: Strategy and Trends of Mobile Commerce 32:00 PM Manage and Secure Your Mobile Enterprise: Delivering Visibility and Confidence 22:30 PM Impact on IT of BYOD and the Mobile Enterprise 2
3:00 PM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2
3:30 PM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2
Thurs 11:00 AM IBM Mobile Enterprise Overview 3
11:00 AM Manage and Secure Your Mobile Enterprise: Delivering Visibility and Confidence 2
11:30 AM Impact on IT of BYOD and the Mobile Enterprise 2
11:30 AM Becoming a Mobile Enterprise Step-By-Step 3
1:00 PM Mobile Collaboration for Your Social Business 3
1:30 PM Making Commerce Mobile: Strategy and Trends of Mobile Commerce 3
2:00 PM Build and Connect Apps, Devices and Data: Take Your Enterprise Mobile 2
2:30 PM Syncing Mobile and Cloud Technologies to Drive Your Mobile-First Strategy 2
Join IBM during our other MobileCon sessions!
© 2012 IBM Corporation25 @IBMMobile | #IBMatMobileCon
© 2012 IBM Corporation26 @IBMMobile | #IBMatMobileCon
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