Mobile Entertainment Forum Introduction to M-Commerce

Mobile Commerce

Gary Schwartz, Impact Mobile

• Ramesh Kumar, 2ergo

• Kunal Gupta, Polar Mobile

• Ran Farmer, NetBiscuits

• Andy Kleitch, Billing Revolution

Thank you for your interest in the

Mobile Entertainment Forum M-Commerce Initiative.

To view the full audio-visual webinar please visit:

www.m-e-f.org/initiatives/m_commerce/m_commerce_webinar/

Tethered Billing

Andy Kletsch, Billing Revolution

Linkedin: “MEF MOBILE COMMERCE” 3

Mobile Payment Landscape

Linkedin: “MEF MOBILE COMMERCE” 4

Remote Payments

Linkedin: “MEF MOBILE COMMERCE” 5

Single-Click Stats

Average transaction size

$10.50 - $12.00

Average spent on virtual

currency $16.00

Average spent on physical

goods $48.00

85% of consumers single-

click enable their device

Linkedin: “MEF MOBILE COMMERCE” 6

How to Build Your Own Mobile Checkout

Purchase page rendering

Avoid usernames/passwords

Do not force users to visit web site

Self service tools

Customer service reps tools

Rights management

Bandwidth constraints

Testing

Legal considerations

International

M-Storefront

Ran Farmers, NetBiscuits

Linkedin: “MEF MOBILE COMMERCE”

CustomereBay is the world's online marketplace, enabling trade on a local, national and international basis

SolutionMobile Commerce Web Portal with easy access to eBay search, My eBay, auctions and bids, SMS alerts

Launch2003 (Redesign 2008)

MarketAvailable in + 10 countries & languages

URLm.ebay.comwap.ebay.dewap.ebay.ie

Linkedin: “MEF MOBILE COMMERCE”

Customer

Public Storage operates

over 2,100 company-

owned locations in the

United States and

Europe.

Solution

The mobile portal allows

full access to the Public

Storage reservation and

booking system via

mobile phones.

Launch

Feb. 2010

Markets

USA

URL

m.publicstorage.com

Linkedin: “MEF MOBILE COMMERCE”

Customer

Amway Global is the

number-one online

retailer in Health &

Beauty based on sales,

and 22nd among all e-

commerce sites,

according to Internet

Retailer magazine’s

“Top 500 Guide.”

Solution

The mobile portal

allows full access to

the Amway Global

online store via mobile

phones.

Launch

2009

Markets

USA, World

URL

m.quixtar.com

Linkedin: “MEF MOBILE COMMERCE”

Device-specific optimization is key for reach and results

And increasingly requires broader convergent cross platform delivery

App Economics

Kunal Gupta, Polar Mobile

Linkedin: “MEF MOBILE COMMERCE” 13

About Polar Mobile

Global Media Customers, industry alliances & technology partners

Linkedin: “MEF MOBILE COMMERCE” 14

Monetization Strategies – Mobile Apps

App Revenue

Ad-Supported

SponsorshipsPremium Inventory

Ad Networks

Premium

App Content

Features

Linkedin: “MEF MOBILE COMMERCE” 15

Distribution Strategies – Mobile Apps

OEM App Stores

Publisher Distribution

Third-Party Stores

PR & Social web

Pre-loads

M-Couponing

Ramesh Kumar, 2ergo

Linkedin: “MEF MOBILE COMMERCE”

Challenge:

• Differentiate Orange brand

• Reduce Orange Churn

• Increase cinema sales

Solution:

• Promotion: 2-for-1 cinema tickets on Wednesday

• Customer receive 2-4-1 unique text ticket codes on the mobile

• Text-code is redeemed through a wireless redemption device at

the cinema

• Advertising Method: Bill Inserts, London Tube posters, outdoor

media, targeted film magazines, national press, radio and online ,

National TV

Results:

• 2.5% reduction in churn (£60m/year)

• Wednesday now second highest day after Saturday

• Over 400,000 coupons redeemed per month across a base of 10

million customers

• Orange Wednesdays has a strong brand recall and has been

extended into other promotions

Linkedin: “MEF MOBILE COMMERCE”

Customer

texts in

“Film” to

shortcode 241

Real time and secure

coupon validation

Data Capture and stored

for reconciliation

Discount reconciliation

3b2ergo™

Server

Mobile voucher

number entered

directly into the

box office till

Free cinema

ticket given

away and

reconciled on

the back end

Run targeted

outbound CRM

campaigns

Receive mobile

voucher (8

digit PIN

number

embedded in

the SMS

message)

2 43a1

Orange Wednesdays – How it works

Linkedin: “MEF MOBILE COMMERCE”

Device Type Influences Features Used

Linkedin: “MEF MOBILE COMMERCE”

VS.

Vertical Horizontal(cross-channel)(in-channel)

Linkedin: “MEF MOBILE COMMERCE”

VS.

Consumer Shopper(marketing)(branding)

Linkedin: “MEF MOBILE COMMERCE”

VS.

Thoughtful $ Impulse $

Thank you for your interest in the

Mobile Entertainment Forum M-Commerce Initiative.

To view the full audio-visual webinar please visit:

www.m-e-f.org/initiatives/m_commerce/m_commerce_webinar/

To learn more about the initiative and how your company can

become involved, please visit:

www.m-e-f.org/initiatives/m_commerce/