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Your First Step to Trade Global M-Commerce

Mcommerce Strategy Guide

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Mobile Commerce Strategy Guide by Four Directions Limited

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Page 1: Mcommerce Strategy Guide

Your First Step to Trade Global

M-Commerce

Page 2: Mcommerce Strategy Guide

Eric Tang

Business Strategy Director Product Director

Part-time Teacher in Nanjing University Young Entrepreneurship Mobile App, New Media and Digital Publishing

Founding President of Hong Kong Young

Entrepreneur Alliance

Co-Founder of Start Leadership Programme (Hong Kong Chapter)

Co-Founder of AppGreen Limited

Page 3: Mcommerce Strategy Guide

0 10 20 30 40 50 60 70 80 90

China

Taiwan

UK

USA

Percentage

Co

un

try

What Smartphone users usually do with their phones?

Smartphone owners Used online/mobile

shopping coupons

Smartphone owners Accessed a social

network

Smartphone owners Searched for

restaurants/pubs

Smartphone owners Purchased a

product/service

Smartphone owners Product search

Smartphone owners Browsed the Internet

Smartphone owners Used an application

Smartphone owners Tethered to a

computer

Traditional retailers have been facing serious challenges recently

Source: http://www.flickr.com/photos/unav/4118995807/sizes/z/in/photostream/

Page 4: Mcommerce Strategy Guide

Traditional retailers have been facing serious challenges recently

85% of US consumers are expected to use their phone while shopping in-store in the 2012 holiday season Source: http://www.flickr.com/photos/ljrmike/6981556406/

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41

60

69

65

0 10 20 30 40 50 60 70 80

China

Taiwan

UK

USA

Has ever purchased on smartphone

Smartphone owners No

Smartphone owners Yes

Traditional retailers have been facing serious challenges recently

Source: http://www.flickr.com/photos/nrkbeta/3905907681/sizes/z/in/photostream/

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China Mobile Internet Traffic surpasses Desktop Internet Traffic in 2012

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Executive Summary from Google Mobile Report

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The Future of Your Business

Something You Really Need to Know

Six Steps To Build M-Commerce

Make Friends with Four Directions

What 4D Means to M-Commerce

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Something You Really Need to Know

Page 10: Mcommerce Strategy Guide

WHAT IS MOBILE COMMERCE?

• We believe M-Commerce does t ea o ly sales on mobile

devices, but that it plays an important role on bridging the gap

created by E-Commerce and in-store shopping.

• Through reati g a i tegrated ri ks & o ile li ks mCommerce

approach, physical retailers can allow customers to harness

the common benefits of shopping online (product reviews,

information, and coupons) while still shopping in the physical store.

• M-Commerce is NOT only about the mobile version of your E-

Commerce Site. It is about how to take advantage of Mobile Devices

to gai your target arkets atte tio .

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Mobile Experience for Merchant and Consumer

Source: Mobile Commerce: A Roadmap for Banks and Mobile Operators by Accenture

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The M-Commerce Ecosystem

Source: Mobile Commerce: A Roadmap for Banks and Mobile Operators by Accenture

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Relationship Between Website and Mobile

• Your E-Commerce Strategy will usually be a Pre-Requisite BEFORE

LAUNCHING your M-Commerce Campaign

• E-Commerce site will act as your basis for handling order

placement, product management, traffic gaining, digital strategy

base of your M-Commerce App or M-Commerce Site.

• Mobilizing your E-Commerce strategy is a MUST. Leverage the

characteristics of Mobile Devices such as screen-size, motion

detection, camera, instant messaging, location-based detection

and etc.

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So what are the range of options to interact with mobile consumers?

- Leverage Instant Messaging such as WhatsApp, SMS, Push

Notification and customized IM tools to Engage consumers about

new products, offers and any messages

- Interact and Share with your community through social commerce

features including recommendations, reviews and ratings

- Compare price with your Competitors if you do have Price

Advantage. People love comparing price by Mobile or Desktop

- Check stock level, in-store sales, or to confirm Order Deliveries

driven by Push Notifications

Inspired by folks in ebiDigital

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Some More…

- Be a bridge between your PHYSICAL STORE and virtual world. Bring

traffics to your Store by adopting Location-based Services, alert

shoppers about your Time-Sensitive Promotions

- Redemption of DISCOUNT or other offers based on QR CODE,

BARCODE, VIRTUAL COUPON.

- Notify mobile users with Time and Location-Based Sensitive Offers

by analyzing their profiles to maximize conversion

- Use of QR code and image recognition services to provide real-time

product information to those in store

Inspired by folks in ebiDigital

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Six Steps To Build M-Commerce

1. Identify Your Target Market, Analyze Their Mobile Behavior, Draft your Key Strategies

2. Check whether your existing Website, Social Media Site, SEO Strategies are the Perfect Match with your Mobile Strategies

3. Build your SEO-optimized website with Magento, Open Source E-commerce Framework Support major payment gateway such as Paypal and Alipay Optimized your mobile site, website with at least 3 major Primary

Keywords Optimized each product page with at least 5 major Primary Keywords

4. Turn your Website into Mobile-site and Mobile App 5. Implement your Campaign with Mobile Site and App 6. Have your loyal followers in Facebook, Twitter and Weibo

ready! Go for Viral War NOW!

Page 18: Mcommerce Strategy Guide

Key Mobile Commerce Strategies

Inspired by folks in First 10

Reach Potential and Existing

Customer Bases

Act Build your M-Commerce

Site and App based on

online store

Convert Adopt your strategies and

App User Experience Design

to convert real transactions

Engage Interact with your customers

by push notification, instant

messaging and social sharing

Page 19: Mcommerce Strategy Guide

Source: Mobile Commerce Guide of ebiDigital

Mobile Conversion Funnel

Page 20: Mcommerce Strategy Guide

Tips for Gaining Mobile Data - 1

• Google Mobile Planet

– http://www.thinkwithgoogle.com/mobileplanet/en/

– A regular survey for different countries starting in 2011, this

enables you to prepare your own reports.

• ITU

– http://www.itu.int/ITU-D/ict/

– The International Telecoms Union data reports mobile usage

including mobile broadband subscriptions to show growth in use

of mobile. This reported at country, continent and overall levels,

so is the best overall source for mobile penetration worldwide.

Page 21: Mcommerce Strategy Guide

Think with Google, Mobile Planet

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ITU

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Tips for Gaining Mobile Data - 2

• Xyologic app download reports

– http://www.xyologic.com/app-downloads-reports

– This is a great source for showing the overall level of app usage

across the four major mobile app platforms by country and

drilling down into the popularity of individual apps for different

sectors like retail, banking and travel. Around 30 countries are

covered

• Flurryblog

– http://blog.flurry.com

– For specific reports on trends in app usage. For example, this

recent compilation of app usage shows the dominance of games

and social networking and the potential of utilities.

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Tips for Gaining Mobile Data - 3

• Comscore Digital Future Series

– http://www.smartinsights.com/marketplace-analysis/customer-

analysis/new-free-worldwide-digital-media-statistics-reports-

starting-with-uk-us-and-europe/

– Comscore is one of key worldwide sources useful for marketers to

help us find out about the changes in use of mobile media by

consumers.

• Ofcom Internet usage report

– http://www.smartinsights.com/marketplace-analysis/customer-

analysis/new-internet-usage-report/

– Of o s seventh International Communications Market

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Part of the Long Checklist

Do you have a Website?

Do your Website support Shopping Cart?

What kind of payment gateway do your Cart support?

Is your Website Responsive enough? (P.S. Do you know what is

responsive?)

Do you have a Facebook Fans Page, Weibo Page, Twitter Account?

How many followers do you have?

How often do your followers like or interact with your contents?

What keywords do your Target Market usually search for?

How many of targeted Keywords have you optimized for?

Do your Product Page optimize for PRODUCT KEYWORDS?

Do you have YOUR FAVORITE MCOMMERCE PARTNER

Page 29: Mcommerce Strategy Guide

Introduction to E-Commerce World

• Magento – The largest Open-Source E-commerce System adopted by

many of Fortune 500

• Paypal – Everyone in Universe shall hear that before

• Alipay – Everyone in China shall hear that before

• Paypal Go, Square, NFC – The future of mobile payment gateway

• SEO Sta ds for Sear h E gi e Opti izatio i ase you do t k ow

• Every PRODUCT need to be optimized for SEO

• Google changes the rule all the time, be SPEEDY!

• Keyword Advertising is one of the effective way, not ONLY!

• Update your Product Description and Images, they ROCK your

Customers then bring you MONEY

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Responsive Mobile Site

• Responsive Mobile Site design, be aware that different mobile phone

support different screen-sizes

• Mobile site layout shall be re-designed for mobile devices, such as

changing a long navigation menu into popup button menu

• Select featured content into mobile version

• Think on Percentage , not Pixels

• Design for Rollovers or Gestures

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Indochino - website

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Select your Favorite Payment Gateway

• Web-Based Payments

• Mobile App Payments

• Operator Carriers Billings

• Direct operator billing for mobile sites and Apps

• PSMS (premium rate messaging)

• Payment-Specific Apps

• Personal Banking

• Person-to-Person payments

• On-device payments

Page 39: Mcommerce Strategy Guide

Some of Mobile Payment Gateways

Page 40: Mcommerce Strategy Guide

Design a Perfect Mobile Commerce App

• E-commerce site and Mobile Commerce App share the same

database and synchronize the data in real time

• Support Push Notification, Instant Chat and Social Sharing Feature

• Aware how your Marketing Campaign, Promotion Offer show

properly and effectively through your Mobile App

• Be consistent with your Corporate Identity

• The layout shall be optimized for mobile user behavior(How finger

usually move around the mobile device to browse data)

• Apply same set of logic such as Logistic, Pricing Method and

Promotion Offer from E-commerce to Mobile Commerce

• Well-designed and friendly User Experience and User Interface

Design

• Multi-Platform Support

• Seamless Frontend Integration

Page 41: Mcommerce Strategy Guide

Gilt Gilt Groupe remains

one of the largest: Last year online

shoppers purchased $600 million worth of

clothing, trips, and home décor from

the New York-based company, often at

steep discounts.

Page 42: Mcommerce Strategy Guide

TaoBao The Nov. 11 sale

date, or "1111," was launched in 2009 by

Taobao TMall, reached 19.1 billion

yuan ($3.043 billion), exceeding all 24-hour online sales numbers the U.S. has ever had.

Page 43: Mcommerce Strategy Guide

Other Mobile Commerce App Cases

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Everything Goes Social

• Motivate final consumers to share your mobile app or product

page in Facebook, Twitter and Sina Weibo

• Be your own Social Media representative

• Campaign for your followers to download mobile app or view

mobile sites

• Track your traffic by Google Analytic, App Annie, App Figures and

Flurry!

Page 45: Mcommerce Strategy Guide

Make Friends with

• We have 50 talents in local team and over 100 people in global

team

• Supporting region: Hong Kong, China, the Philippines, Taiwan and

Canada

• We have full team in account servicing, project management,

technical and creative work

• In 2010 to 2012, we developed over 150 mobile apps, 100

websites, 50 mobile websites and managed over 50 mobile &

social media campaigns

Page 46: Mcommerce Strategy Guide

Mobile & Social Application

• iOS, Android App

•Mobile Web & Game

•Web and Social App

•Facebook App

•Augment Reality Solution

• Indoor Positioning

•LBS Solution

mCommerce

•mCommerce Strategy

•Mobile Shopping & Commerce Solution

•Mobile Payment

•Social Commerce

•O2O Marketing

New Media Marketing

•Digital Strategy

•WOM Marketing

•CPC, CPA & Mobile Advertising

•Social Media Marketing

•Digital Campaign Management

•eDM Management

•Digital Analytics

Digital Publishing

• iOS & Android eBook Publishing

•Enterprise Digital Publishing

The winner of 2011

Red Herring Asia 100 Top 100 Growth Award

of Asia Brand 7 Kam Fan Awards 2012

Page 47: Mcommerce Strategy Guide

• QR Cookies

– Silver award in Campaign – Best Small Budget Campaign (up to HK $0.5M);

– Bronze award in Online Advertising;

– Bronze award in Mobile (Mobile Marketing non-application based);

– Bronze award in Ambient;

– Merit award in User Experience;

– Merit award in Single – Use of Digital Media

• Dreambot

– Merit award in Mobile (Mobile Applications)

Page 48: Mcommerce Strategy Guide

Some of Our Clients

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What 4D Means to M-Commerce

• Your Professional M-Commerce Technical Partner

• Provide one-stop consulting and implementation services on E-

Commerce, Mobile Commerce and Social Commerce

• Provide tons of Well-established and Award-winning Solutions for

Clients

• Provide standard mobile app services at BEST price

Page 50: Mcommerce Strategy Guide

What You Need is a Cross-Platform, One-Stop Solution

Mobile Catalog For Age of Showrooming

O2O Solution Turn your Website into App

M-Commerce Turn your Ecommerce Site

into Mobile App

Page 51: Mcommerce Strategy Guide

AppGreen

Provide a web portal for

commercial users build their own

Catalog App which supports iPad,

iPhone and Android in minute. We

Provide Excellent User Experience.

Page 52: Mcommerce Strategy Guide

Element A module-based App Solution for

Small and Medium Businesses build

their own O2O marketing apps.

Just pick from tons of beautiful widgets

we build for you!

Go and Be Element!

Page 53: Mcommerce Strategy Guide

Mobile Commerce We provide a seamless frontend integration with major e-commerce system, e.g. Magento. Just install a plugin to control the system and you manage your online store and mobile app at the same time.

Page 54: Mcommerce Strategy Guide

Please Drop Us a Line Four Directions

Room 511, Block B, Hoi Luen Industrial Center,

55 Hoi Yuen Rd, Kwun Tong, Hong Kong

Tel.: (852) 2154 0069

Fax.: (852) 3016 9790

General Enquiry: [email protected]

Sales & Marketing: [email protected]

Technical Support: [email protected]