Building a transactional mobile website

May 2012

At a glance

Founded in 2000 and listed on the Frankfurt Stock Exchange since 2006 230+ employees across 6 European offices Over 40 employees in the UK Established in the UK in 2004 Turnover £35m and EBITDA £2.8m Current Market capitalisation £30.5m

Some of our Clients

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1. Mobile Stats 2. Think Multi-Channel 3. Ensure Secure Payment 4. Measure Performance

5. Build For The Future

6. Checklist

Agenda

Mobile Stats

European Smartphone Market

ComScore 2011, Morgan Stanley 2010, 2011

Global Smartphone Sales

Global Destkop & Notebook Sales

Mobile browsing is projected to outstrip

desktop browsing by 2014

Inflection Point

32% own a smartphone - UK

75% predicted to own a smartphone by 2015

Industry stats

Usage mobile websites 8x more growth than apps

Tomorrow Focus Media 2011

+ 22,4 % Mobile sites

+ 2,8 % Apps

Industry stats

Mobile Commerce Growth driver for mobile technology (in billion $)

Coda Research 2010, comScore 2011

UK

• Peoples’ average transaction value for purchases with a credit card/ bank details/ PayPal grew by 43% from 2010 to 2011

• 52% (25,2220,000) use mobile commerce

• 45% use their mobile to conduct research for a purchase

• 38% use mobile to find shop locations, opening hours, contact details, check prices

• 54% would buy more on their mobile if websites were optimised for mobile

Industry stats

NMA 2011

Industry stats

Ebay

• $2.2 billion in 2010 – globally

• £3.3 million in 2010 - UK

Amazon

• $1 billion in 2010 globally

Asos

• £1 million within one month (December 2010)

Air Berlin

• £1 million within first 12 months

Title of presentation 10

412,581 unique visits

3,626,909 unique visits

307,224 unique visits

841,250 unique visits

74,222 unique visits

30,099 unique visits

Mobile traffic arriving at desktop site

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Mobile is a Retail Gamechanger! It is revolutionizing retail for both consumers and

marketers. Jason Spero

Head of Mobile, Americas, Google

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To ensure great customer experience, usability and increased sales, consider three points:

1) Think Multi Channel 2) Ensure Secure Payment 3) Measure Performance 4) Build For The Future

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Think about all the touch points for mobile across your customer journey…

Transaction Buy postage stamps and track parcels via integrated bar code scanner or serial number

Innovation Augmented reality and radar tools to locate the closest Service Point.

Interaction Design postcards on the phone and let DHL send a physical version to your friends.

Deutsche Post DHL

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Think Multi-Channel

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The web will have more touch points

in a larger digital ecosystem

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Multi-Channel User Experience - Mercedes

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35% are concerned about security while shopping on a mobile device

Ensure Secure Payment

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On-premise installation to ensure highest security standards

Use well-known payment options (i.e. PayPal ….)

Do not link to non – mobile-optimized websites

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Measure Performance Response Time, Availability, Consistency

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Mobile Sites Response Time In Seconds

Baur 5,823

Twenga 9,434

ladenzeile 10,157

Otto 10,507

Average 10,744

Conrad 10,785

Amazon 10,967

Ebay 10,993

Bonprix 11,579

Weltbild 11,974

3suisses 12,194

Neckermann 13,776

Response Time Definition: Average time it takes to fully load a mobile site and complete a task

Compuware Germany, 2012

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Winner – Response Time & Consistency

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Mobile Sites Availability in %

Amazon 98,40

3suisse 97,46

Ebay 96,07

Ladenzelle 96,01

Otto 95,05

Baur 88,91

Neckermann 87,46

Average 86,00

Weltbild 74,77

Twenga 72,03

Bonprix 70,10

Conrad 69,78

Availability Definition: Measured the time a mobile homepage didn’t load within 60 seconds – either due to back-end/ it related issues or network connection

Compuware Germany, 2012

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Mobile Sites Response time in seconds

Baur 6,561

Bonprix 7,555

Twenga 8,235

Weltbild 8,319

Conrad 10,156

Ladenzeile 10,834

Average 11,244

Ebay 11,658

Otto 13,610

3suisse 14,281

Amazon 14,325

Neckermann 18,147

Consistency Definition: Standard deviation of sites based on the time and day accessed.

Compuware Germany, 2012

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Ted Baker - Launch

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Build For The Future Proxy-Transcoding vs. API Integration &

When To Develop In-House

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When To Develop In-House

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Full-Service Option

Consulting Concept

Wireframing

Implementation Programming Design

Go Live

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In-House Development + Support

Consulting

Support Workshops FITML Templates

Consulting

Support

Implementation Programming Design

Support

Go Live

Concept

Wireframing

Measure Performance Think Multi-Channel

Works on all devices & operating systems

Optimises content for each device

Response Time

Availability

Consistency

Checklist

Ensure Secure Payment

On-Premise Installation

Use Established Payment Providers

Only link to mobile-optimised sites

Build for the Future

Works with new and existing sources

Offers ability to move development

in-house

External advice & support available if and when needed

Thank You