beyond e-commerce: mobile commerce provides new experiences

Thought Leadership Webinar SeriesBeyond eCommerce: Mobile Commerce Provides New Experiences

William ClarkGlobal Vice President Mobile Strategy, SAP

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Mobile Thought Leadership Webcast Series

Learn about mobile trends and technologies that are disrupting multiple industries. Bill Clark will share his point-of-view on how enterprise can adopt innovative mobile solutions and create new business value.

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About the Presenter…

27 years industry experience including R&D at Ericsson, Texas Instruments, and mobile startups

Most recently, Research Vice President Gartner focused on mobile strategy, mobile app development, and context aware computing

Quoted, interviewed in numerous publications worldwide, including Wall St. Journal, China Morning News, CNBC

Awarded patents in wireless software and industrial automation

William Clark SAP Global Vice President Mobile Strategy

Contact: [email protected], @mobilebillclark, Blog: Übermobile


mailto:[email protected]

http://www.twitter.com/mobilebillclark

http://www.zdnet.com/blog/sap


How will Mobile Commerce Impact Business During the Next Five Years?

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Marketing / e-Commerce Awareness Cycle: 1990 - 2010

Consumers

Commercials CouponsRetailer Ads

Coupon Redemptions,Nielsen Ratings, etc.

AggregatedRedemptionInformation

Marketing Department

Mass Communication and Ecommerce Cycle

Website




Lots of Mobile Commerce Noise, but What is the Signal? Watch On-Demand Webinar Replay



Mobile Commerce by the Numbers

consumers would like to receive mobile coupons1

influence of context on consumer buying in 20152*

redemption rate for printed coupons4 redemption rate for

mobile coupons3

# of mobile users of mPayment by 20162

57%

$96B

1%5%

448Mmobile devices will be shipped in 2015

3Bn

Leading companies seeing online sales by mobile5

42%

1. Deloitte; 2. Gartner; 3. Juniper Research; 4. CMS Inc, 5 RSR. * (40% bricks & mortar, 32% mCommerce, 28% ecommerce)

to




Mobile B2B

Mobile B2C

Mobile B2E

Mobile Commerce Mobile B2B

Mobile B2C

Mobile B2E

Mobile Commerce in Business Strategy

Television

TraditionalAdvertising

eCommerce

CRM

Bricks &Mortar

Coupons

Internetof Things

CallCenters




Multichannel User Experiences:

Perfect and Context Aware

How are Technology Vendors and Enterprises Addressing Mobile Commerce today?




Example: Tesco on-line sales


Mobile Commerce in Financial Services: Dutch Bangla Bank

Bangladesh: 161M population, 13% banked, 45% mobile users

Branch initiated services – agent registration, cash in/out

Agent initiated services – customer registration, cash-in/out

Customer initiated services – balance, P2P

Head office initiated services – disbursements

Across telcos – citycell and Banglalink using SMS, IVR and USSD




End user Multi channel access Outage center Account management usage history,

meter readings Bill payment and locations Move-in move out Service issues/status Web customer registration and self

service portal

Back office functions Outage notification management Customer care portal Customer engagement management

Mobile Commerce in Utilities

App Consumer Self Care Portal

Customer Support PortalSMS

Mobile Application Features




Mobile Commerce/Mobile B2C in Government: Citizen Connect

Citizen and Social Services Public Admin Public Security

Taxes, Tolls, Revenues Education Postal Services




Mapping the Mobile Commerce Opportunities into the Digital and Physical Worlds

Ph

ys

ica

l D

igit

al

Buying Selling

Mobile Field Service

Mobile Sales

Concierge Services

mWallet

mCouponsBill Pay

Augmented Reality

Digital Content

Connected Car

Location Aware Ads

Mobile b2e mCommerce ----- type of mobile application opportunity

Smart Posters

Transfer

Loans

Deposit

Tickets

Context Aware Marketing

Prepay

Top-Up

Self Service

Merchandise NFC Pay

Services mPayment

Merchandise mPayment

Smart Home

Smart Products

Commissions and Listings

App StoresClick to Call, Chat

Augmented Reality

Services NFC Pay

Consuming

Social Recommendations

Mobile b2c

In Store Coupons

Product Service Upsell

“New Television” Advertising

Sensors, Ambiant Conditions

Cross Session Commerce




Challenges

PeopleTechnology Business

Platform and web technology fragmentation

Continuously evolving

Security

Robustness

Performance

Awareness/Habits

Trust/privacy

Clutter & Complexity

Angry Birds syndrome (a.k.a. User experience expectations)

Competition with 700k apps

Revenue Sharing / Business Models

Staging/Infrastructure choices, e.g. Removing in-store kiosks

Fragmented mobile commerce Ecosystems

Mismatches between mobile b2c, b2e, b2b capabilities

BYOD, BYOA… Need to stay fresh and innovate

Brand protection“Showrooming”




Kiosk

PoS

ATM TV

Electronic Signage

PCAutomobile

Call Center

Sales Rep

Service RepService Your

Products

Cable Box

Laptop

Smartphone Tablet

It’s not just a Mobile App or User Interface, it’s about Multichannel, Connected User Experiences: An example

2 – Push, Search

4 – Augmented reality

1 - Awareness

5 - mPayment

3 - Concierge

YOUR BRAND

YOUR CONTENT


New user experiences: Starhub on-line musical fitting rooms

Physical + Digital



What are Key Success Factors for Building a Successful Mobile Commerce User Experience Strategy?



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Right Strategy: Use Mobile and Big Data to Capture Context, and to Trigger Multichannel Experiences

Contextual Intelligence

IntentEnvironment Community

Identity

mCommerce Server

Mobile Application Server

PoS

ATM TV

Electronic Signage

PCAutomobile

Call Center

Sales Rep


Products

Cable Box

Laptop

Smartphone Tablet

Kiosk




Multichannel User Experiences Begin with the Right Mobile Application Architecture Tradeoffs

Tablet

User expectations?

Span of devices?

Right blend of client architectures?

Web vs. Native vs. Hybrid

Right-time delivery?

Addressable audience/cost per user?

Operational flexibility/quality?

Availability of developers?

Mobile Application Server

Kiosk

PoS

ATM TV

Electronic Signage

PCAutomobile

Call Center

Sales Rep


Products

Cable Box

Laptop

Smartphone




Right Scale – Attain Scale Through Common Mobile Commerce Platform

Standard Functionality within mCommerce Solutions

Loyalty points management

Coupon delivery

Marketing campaigns

Security framework

Accounts

Customer services

Payments Alerting

User profile managementMulti-channel access

Call center/back officeApp services

… Custom industry services

Links to retailer systems

Mobile Banking

Mobile Payments

Mobile Money

Mobile Utilities

Mobile TopUp

Mobile CP

Mobile Retail…

Functions Requiring Customization Services




Mobile Platform Development Tools / SDK

SAP Mobile Portfolio – End-to-end Solutions StrategyA comprehensive enterprise mobile portfolio

B2E Apps

SAP/Sybase build Ecosystem

B2C Apps

Partner

Banking Retail Telco

Automotive

Sybase 365 Messaging Infrastructure

SAP Mobile Platform

Industry LoB Analytics PartnerCustom

Mobile Enterprise Application Platform (MEAP)

Mobile Device Management

Mobile Consumer Application Platform (MCAP)

Enterprise Content Portal Platform

Travel & HospitalityMedia &

Entertainment

Managed Mobility

Strategy Services

Implementation Services

RDS

Services




Bottom Line

Mobile Commerce is the key catalyst for reshaping multichannel experiences: The mobile to multichannel transition is the biggest change to business since the web changed the business world in 1990

Use the mobile consumer opportunity map to begin connecting the digital and physical worlds in your mobile apps

View investment in mobile application frameworks and platforms as the transition to a overarching user experience strategy

Thank you!

William Clark

Global Vice President Mobile Strategy, SAP

Contact: [email protected],

@mobilebillclark


mailto:[email protected]
