the smartphone & tablet experience

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Thomas Husson VP, Principal Analyst Forrester Research

Todd Lido Marketing Director Threadless

Rob Yoegel Content Marketing Director Monetate

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•  Launched in Q1 2012

•  500,000,000+ online experiences

•  2,500+ Downloads

•  Covered in Forbes, TechCrunch, Mashable and others

•  Referenced by bloggers and analysts, including Forrester’s Sucharita Mulpuru during the NRF Big Show 2013

monetate.com/eq

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Tablet is not mobile

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Rob Yoegel Content Marketing Director [email protected]

Thank you!

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The Smartphone & Tablet Experience A Monetate Webinar

Thomas Husson, VP, Principal Analyst

May 22, 2013

@Thomas_Husson

Mobile is changing people’s lives

10

© 2013 Forrester Research, Inc. Reproduction Prohibited 11

Source: NBC News, AP photos


The Mobile Mind ShiS

The expecta4on that any desired informa4on or service is available,

on any appropriate device, in context, at your moment of need.


Your Mobile Mind ShiS

Your company must deliver any desired informa4on or service on any appropriate device, in context, at the customer’s moment of need.

Agenda • Why customers on smartphones and tablets should not be treated the same way? • How implemenWng new strategies require investment and markeWng control? • What buzzwords and hype you should avoid?

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Mobile traffic is exploding…

Source: KPCb, Mary Meeker presentaWon, 2012 Internet Trends

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© 2012 Forrester Research, Inc. Reproduction Prohibited

…but mobile phones have lower conversion rates

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Tablets and smartphones differ…

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•  Mass-market

•  Communication, content snacking and

sharing, apps

•  Pocketable / “Always with me”:voice +

data

•  On-the-go + home

•  Personal / intimate

•  Critical mass

•  Media & content, e-mail, browser &

“lazy Internet”

•  Portable / WiFi mostly, data

•  Living room, bedroom, kitchen and

work

•  Social / second screen device #monetatewebinar

…and use cases will increasingly diverge

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Tablets are primarily used at home while smartphones are used everywhere

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Tablets with cellular connecWvity are sWll primarily used within the home

Base: 822 Online adults age 18+ who own a tablet and access the internet on it / Source: North American Technographics Telecom And Devices Online Recontact Survey, Q3 2012 (US)

13% 14% 15% 16% 17%

21% 21%

25% 26% 28%

31% 32%

35% 42%

46% 60%

3% 7% 7%

5% 10%

9% 23%

26% 32%

11% 19%

15% 23%

42% 57%

67%

In stores (while shopping) School Library

On my daily commute Other locaWon(s)

On public transportaWon (e.g.,bus, subway) Friend or relaWve's house Restaurant/coffee shop

Kitchen In the car Outdoors

Work Home office

While travelling for business or leisure (e.g., airport, hotel) Bedroom

Living room or other common area at home

Where do you use your tablet to access the Internet?

Not 3G or 4G 3G or 4G

The tablet beats the smartphone for surfing at home

February 2013 “The European Tablet Landscape” #monetatewebinar

Tablets offer more immersive and rich media experiences

Most important task-‐oriented services are directly accessible via the home screen. All other services are only a swipe away

Tablets can offer more rich-‐media and immersive experiences during the discovery and explore phase of the customer lifecycle


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With 3 billion smartphones by end 2017, mobile will become your primary touchpoint.

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You need a “Mobile first” approach.

“Mobile first” doesn’t mean that mobile takes a higher priority than other devices/channels.

“Mobile first” means you design for mobile at the start rather than using a retrofit approach.

INTIMACY

ShiS your tradiWonal markeWng approach by combining mobile’s unique benefits

IMMEDIACY CONTEXT

Image source: P&G (www.p&g.com), American Airlines (www.americanairlines.com), Apple (www.apple.com) #monetatewebinar

Mobile plaoorms as the catalyst for new, connected experiences

Consum

er

Pla-

orms

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Physical context and connected intelligence

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Mobile is the catalyst for even broader markeWng and technology changes

•  31

Flight -‐ 2 days + 2h -‐ 2h + 2 days

• Change reservation • Reserve seat • View reservations

• Check gate • Departure time • Lounge access • Upgrade

• Arrival time • Food order • Movies • Wi-Fi

• Ground transportation

• Lost luggage • Navigation

• Customer service • Mileage status • Reward travel • Upcoming reservations

AnWcipate consumers’ next likely acWons Airline example based on user 4me

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Mobile on the cheap is over: mobile spend and complexity are increasing rapidly

•  Mobile will require more formal organizaWons, processes, and governance •  Leading marketers will take back ownership of mobile from agencies and vendors •  The role of the mobile markeWng manager will emerge •  Finding the right strategic mix of staff will rise in importance •  Spending will increase, especially to enable mobile services

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You may not see it but your compeWtors are working on tomorrow’s experiences

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Don’t expect “game-‐changing” mobile technologies in 2013

•  NFC, augmented reality, image recogniWon, 2D bar codes flexible displays, LTE, indoor posiWoning…

•  Significant progress but no major breakthroughs

•  CombinaWon of mobile technologies to enable beuer experiences

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Solid ROI or cross-‐channel auribuWon will be difficult to achieve

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Automated mobile markeWng and targeWng soluWons will take Wme to emerge

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Expect only a few differenWated user experiences

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Responsive Web Design seems to be an answer…

•  A consistent and op4mized experience across all web-‐enabled touchpoints: a single code base and a single site for all web experiences •  A reduc4on in maintenance risks and release cycle Wmes •  A beVer marke4ng visibility thanks to a single « device-‐agnosWc » url structure.

•  A way to size up as well as down •  One single web team with a breakdown of development silos

Like Sony, a growing number of brands are leveraging responsive sites to adapt to the size of orientaWon of the screens

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....however responsive design is not the panacea

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…Be aware of some key limitaWons

•  Responsive design is a philosophy more than a technology.

•  It is s4ll the early days. •  Despite the hype, there are few responsive eCommerce sites. •  Customers do not want the same basic experience everywhere on every device •  It does not replace the need to develop unique experiences for a given touchpoint. •  You’ll need to invest in internal skills.

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Key takeaways •  The Mobile Mind ShiS is happening now

•  Brands must combine inWmacy, immediacy and context to offer more relevant mobile experiences

•  It is Wme to invest to differenWate tomorrow’s experiences on mulWple connected devices

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Thank you +33 (0) 6 84 82 95 03 [email protected]

@Thomas_Husson

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Smartphone & Tablet Experience

About Threadless

Threadless is a creaWve community that makes, supports, and buys great art. Thousands of people worldwide submit their designs online. Our community picks the ones that get made into t-‐shirts, bags, wall art, and more. When you buy from us, you support the arWst who created the design. Threadless.com. Make Great Together.

Mobile-optimized Site

•  Early in 2012 we realized we had a mobile problem –  Mobile conversion rate at 0.13% in January 2012

•  PrioriWzed mobile opWmizaWon over app –  All channels lead to mobile site – social, email, search, paid… –  Mobile site traffic is inevitable, apps are opWonal

Mobile-optimized PDP

Mobile-optimized Cart

Monetate for Mobile

•  Parity with promoWons on full site •  Mobile exclusive offers •  TesWng and opWmizaWon •  Turnkey site content

Problem: Elements of website didn't render correctly on smartphones

•  HTML 5 elements in carousel not translaWng to mobile site

SoluWon: Use AcWonBuilder to bringing up the mobile page with the problem

•  Placement in slider built with acWon builder and corrected content live in minutes.

Mobile-optimized Site

•  Other impacoul mobile iniWaWves in H1 2012 –  Saved credit card –  Email opWmized for mobile –  Homepage merchandising improvements

•  Conversion rate improved 8x over 6 mos

0.00% 0.20% 0.40% 0.60% 0.80% 1.00% 1.20%

Jan-‐12 Feb-‐12 Mar-‐12 Apr-‐12 May-‐12 Jun-‐12 Jul-‐12 Aug-‐12

Mobile Conversion Rate

Future of mobile for Threadless

•  Tablet opWmizaWons – Tablet runs full site – Nav and homepage improvements – Gesture-‐friendly navigaWon

•  App in development

Questions & Answers

Thomas Husson VP, Principal Analyst Forrester Research

Todd Lido Marketing Director Threadless

Rob Yoegel Content Marketing Director Monetate

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the smartphone & tablet experience

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