m‐commerce global status check 2012 - research2guidance · ahoy health startup europe...

m‐commerce

Global Status Check 2012 The Status of m‐commerce

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1st of Februar 2013

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m‐commerce status check 2012

research2guidance │ 2013 Single User Licence

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Table of Contents 1. Preface................................................................................................................................ 3

2. Introduction ........................................................................................................................ 4

3. Current status of m-commerce .......................................................................................... 7

3.1. The reason why: What is the expectation behind .................................................... 7

3.2. How m-commerce apps are being managed today .................................................. 9

3.3. Most used mobile platforms, features and payment methods ................................ 10

3.4. Reach of m-commerce solutions (downloads and users) ....................................... 13

3.5. m-commerce budgets and revenues ....................................................................... 15

3.6. m-commerce outlook 2017 ..................................................................................... 16

4. The followers: What companies plan to do ..................................................................... 18

5. Appendix .......................................................................................................................... 22

5.1. The survey methodology ........................................................................................ 22

5.2. About research2guidance ...................................................................................... 24

List of Figures .......................................................................................................................... 25

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1. Preface

research2guidance is a specialist research organization that focuses on providing insights

into mobile market developments. Our aspiration is to provide business leaders with

guidance and a fact‐base that will assist them in better understanding the most important

trends shaping mobile markets today.

This report gives a short summary of the m‐commerce global survey that was conducted in

the summer of 2012.

To access additional research documents on the smartphone applications market, please

visit http://www.research2guidance.com/. research2guidance offers different content and

format options to provide you with the information that you need.

A. Reports: Our reports explore the major trends and developments affecting the

market in detail. Separate research papers cover both the entire market, as well as

concentrating on specific parts of it. The reports contain key insights for companies

looking to enter or deepen their engagement in the mobile applications market,

providing data and analysis on all relevant aspects of the market to ease investment

decision‐making.

B. Ready‐to‐use results (1‐50 Power Point pages): Take advantage of our broad

selection of Power Point presentation slides by selecting specific content that can

easily be downloaded and incorporated into your presentations.

C. Research projects: Projects are tailored specifically to address your mobile

application market information needs. Examples of projects include: developer

surveys, mobile application strategy definition, and competitor and country analysis.

As with all research2guidance projects, the research behind these reports has not been

commissioned or sponsored in any way by any business, government, or other institution.

research2guidance

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2. Introduction

Mobile Commerce (m‐commerce) is on the rise: more online merchants are joining the quickly expanding market, more m‐commerce applications are being published, and more people are turning to their mobile devices to make speedy and usually simple transactions. m‐commerce is hyped, but what is the real status?

m‐commerce, for the purpose of this report, is defined as any commercial transaction that is made with the help of a mobile webpage or application.

This report examines the current status of m‐commerce, by providing answers to top 20 questions of m‐commerce today:

1. The rational: Why do companies invest in m‐commerce and what do they envision the role of m‐commerce will be in 5 years.

2. The status of acceptance: The number of m‐commerce applications is being published per active company.

3. The experience level: The experience level in number of years that companies today have with this new channel to the customer.

4. The typical m‐commerce budget: The budget that companies spend on m‐commerce applications today and the planned budget in the near future.

5. The staff needed: How many employees are necessary to manage m‐commerce solutions per company.

6. The outsourcing level: To what degree companies rely on outsourced capacities or white label solutions for their m‐commerce applications.

7. The technology preference: Whether native or web based applications are preferred by m‐commerce vendors.

8. The platform preference: To what degree secondary mobile platforms like BlackBerry or WP7 are being used by m‐commerce companies.

9. The device preference: To what extent companies tailor their m‐commerce application for tablets, smartphones or other devices like feature phones or game consoles.

10. The preferred functional features: What are the main functional features like social network integration that are being incorporated into an m‐commerce application.

11. The preferred payment methods: Which payment methods e.g. credit card or operator billing are being preferred by mobile shop owners.

12. The download numbers: The number of downloads m‐commerce application generate.

13. The generated revenue: The revenue mobile shops generated in 2010, 2011 and 2012(e).

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14. The share of mobile business: Mobile sales as a percentage of total online sales today and in the next five years.

15. The reach of active users: How many users mobile shops have. 16. The products that are offered most on mobile: Type of products sold through m‐

commerce applications. 17. The projection for the future: Mobil shop owners projection of m‐commerce

revenue in 2017. 18. The revenue share of m‐commerce: The share of m‐commerce revenue has on

total e‐commerce revenue for 2010, 2011 and 2012 (e). 19. The differences between m‐commerce leaders and followers: The way today’s

non‐active companies view the market and how this view differs from that of m‐commerce practitioners.

20. The key learnings: What companies would do differently again, based on their experiences in the market.

The status report is based on the results of a global online survey conducted in Q3/Q4 2012. More than 600 companies have provided insights on how they make use of the mobile channel to sell goods.

The following table gives an extract of participating companies.

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The m‐commerce status report is a benchmark for all online retailers, mobile first shop runners and companies that plan to sell products with the help of a mobile application.

012 Smile Grizzly Analytics Panlogic 3Cinteractive Harvad Alumni Park84.netAhoy Health Startup Europe PerfectStorm MediaAmiando Hf consulting Proaxia ConsultingAppCarousel Hilton Qbuy ArwoConsult Hunkemoller RDZ Media GroupAssociated Integrated Marketing iCrossing Reactive Association for Computing Machinery Iddon Agenda RECHTSANWALTSKANZLEI Atosho IG Reloop ATT iiNet Rosner GmbH Bambinoworld Incelligence SapientBe Digital Now informa Sisma Capita Groupbemoko Istituto Superiore Mario Boella Sixpack mobile applicationsBluelight Partners IT BizFlow Socket mobile BTD Group ITgma SponsorPay Business to You Keypoint Technologies SpyderBwin party Komli Media StartappCablevisión Fibertel Komli Media StateofAppinessCarat Content LBI Sybase CareerCafe’ Life Wire Tata Group Cherry Media Markenbildung Telefonica Cidway mDiagnostica Telenet Colderice MedHand International AB TellmemoreCommonsense Advisory Medien System Haus Tempos 21Comviva Medtronic Test.deConvisual Meteda The Luciano Group Creacciones mHealthsys The Wollen Group Davidoff Michael Page TimweDeutsche Telekom Mob4Hire Todacell Diligent. Mobidia Top Toy Dimagi Mobile Backstage touchGrove Dr. Walter Wintersteiger Mobile Fashon Shop TRIFORK DST output Mobile Strategy Uhopper DZEN interaktiv Mobile zeitgeist Understanding eCommerceeCommera mobileweb company United Bank LimitedElisa Mobmendit.com Unwiredplaza Empirical Media Moma UOL Ericsson Multiace VenistaVentures ETRONIKA Ndot WalgreensEurofides Neckermann.de GmbH Web.de Everbridge NeuralDiagnostic WebgistixF.biz NicheCommerce wePutUonlineFantastic 1 Nimbuzz! WimaFit4 market One stop webshop WSIFuel OptiMedis AG XMI Pte LtdGemina Technologies Oriental Trading ‐ Yoc GMX P3 group Youda GamesGo Accomplish Paidthx YQBahrainGRANDE Communication PamConsult Zooz

Participants to the mCommerce Survey 2012

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Figure 13: Total number of downloads achieved by m‐commerce apps

The number of active users is defined as returning users an m‐commerce solutions has. The active user number is smaller than the download number. This reflects the fact that pure mobile web shops attract fewer visitors than their native counterparts. Secondly, even in native application with high reach (high downloads), returning user share is reported to be less than 50% on average. Nevertheless, more than 25% of today’s mobile shops have 100.000 or more returning shop users. A great share (44%) instead must build their business models around 10.000 or less returning users.

Figure 14: Total number of active users m‐commerce per company

7,8%

14,7% 17,2%

12,1%

3,4%

19,0%

25,9%

0%

5%

10%

15%

20%

25%

30%

25,4%

18,6%

13,0% 11,3%

14,1% 17,5%

0%

5%

10%

15%

20%

25%

30%

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3.5. m‐commerce budgets and revenues The budget spent on developing and operating m‐commerce solutions varies significantly. 13,2% of mobile shopping operators spent upwards of US$ 1 Mio. in 2012. On contrary, the budget of almost one third of companies is less than US$ 20.000. Budgets tend to increase slightly from 2011 to 2012.

Figure 15: m‐commerce budget for 2011 and 2012 (US$)

The relative low budget did match with the revenue m‐commerce solutions generated in the early days in 2010. A great part (40,6%) of the mobile shops made a turnover of less than US$ 100.000. Some mobile shops have made more than US$ 1 Mio., but their share was relatively low (14,4%). The share of “plus US$ 1 Mio. mobile shops” has increased since then, reaching 31,4 % in 2012 (estimated).

23,4%

7,3% 8,0% 7,3% 9,5%

7,3% 6,6%

30,7%

14,7%

10,3%

6,6% 6,6% 8,8% 9,6%

13,2%

30,1%

0%

5%

10%

15%

20%

25%

30%

35%

2011 2012

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5.2. About research2guidance research2guidance is a market intelligence and consultancy company specializing in the mobile apps market.

Our service offerings

Reports and PowerPoint slide‐sets: market insights on selected topics Bespoke research: custom‐made research for your individual needs Knowledge center: a subscription to a wealth of data, analyses, profiles, and

daily news and opinions Consulting services: projects tailored to assist you in developing your mobile

strategy

Our monitoring analyst team

Ralf‐Gordon Jahns

Ralf is the Managing Director of research2guidance. He has worked for more than 17 years in the telecom and media industry. Prior to research2guidance he worked as a partner for Capgemini Telecom Media & Networks. Ralf is a frequent keynote speaker on mobile industry events, publisher of a multitude of mobile market reports and executive consultant of more than 30 clients in the telecom and media industry.

Zekarias Assefa

Zekarias is a Research Analyst at research2guidance. He has studied Global Economics and Management at Jacobs University. He has previously worked as Data Analyst for the Bremen Graduate School as well as a Marketing Analyst and as a Data Management Assistant at BaseCase Management and ResearchGate. He was the project manager of the global m‐commerce survey and participated in the m‐Health and in‐app advertisement projects of research2guidance.

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List of Figures

Figure 1: Reasons that lead companies to adopt m‐commerce ................................................ 7 Figure 2: Relevance of m‐commerce in five years time ............................................................. 8 Figure 3: Number of m‐commerce solutions currently used by companies ............................... 8 Figure 4: Number of years leaders have been using m‐commerce solutions ............................ 9 Figure 5: Number of people in charge of m‐commerce at companies ...................................... 9 Figure 6: Method used to develop companies’ m‐commerce solution (degree of outsourcing).................................................................................................................................................. 10 Figure 7: Technology platforms of m‐commerce solutions ...................................................... 10 Figure 8: Mobile operating systems supported of m‐commerce apps .................................... 11 Figure 9: Devices targeted by m‐commerce solutions ............................................................. 11 Figure 10: Applied features within m‐commerce solutions ..................................................... 12 Figure 11: Payment mechanisms offered in m‐commerce apps .............................................. 12 Figure 12: Types of products companies offer most through their m‐commerce solution(s) . 13 Figure 13: Total number of downloads achieved by m‐commerce apps ................................. 14 Figure 14: Total number of active users m‐commerce per company ...................................... 14 Figure 15: m‐commerce budget for 2011 and 2012 (US$) ...................................................... 15 Figure 16: Generated revenue from m‐commerce in 2010, 2011 and 2012 (US$) .................. 16 Figure 17: Expected revenue from m‐commerce for 2017 ...................................................... 16 Figure 19: Share of m‐commerce of total e‐commerce revenue 2011 and 2017 .................... 17 Figure 20: Things companies would have done differently if they were launching their m‐commerce solution today ......................................................................................................... 18 Figure 21: Companies’ plans to introduce m‐commerce solution ........................................... 18 Figure 22: Companies’ choice of method for developing their m‐commerce platform ........... 19 Figure 23: Features planned to be included in m‐commerce solutions .................................. 19 Figure 24: Payment mechanism followers plan to include in their m‐commerce solution ...... 20 Figure 25: Targeted devices of m‐commerce followers ........................................................... 20 Figure 26: Technology platforms followers plan to use for their m‐commerce solution ......... 21 Figure 27: Mobile operating platforms that will be supported by followers’ m‐commerce apps .......................................................................................................................................... 21 Figure 28: Survey participants by country ............................................................................... 22 Figure 29: Respondents by industry ......................................................................................... 23

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