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What’s drivingthe growth of

ECOMMERCE?

This is Globant

Clients Employees

2008

Acquisitions

Accendra & Openware

2011Nextive

2012Terra Forum

2900Recognitions

Revenue Growth ($mm)150

100

50

0

2009 2010 2011 2012

3857

90CAGR 49%129

Our StudiosCloud Computing

Managed servicesInformation Security

Hybrid Native

E-commerceContent Management

Travel

User Experience

Visual DesignFront End Engineering

Digital Marketing Collaboration SolutionsProcess Engineering Tools

Digital PlatformsGame DevelopmentGraphic Engineering

Test AutomationMobile TestingGame QA

Data ArchitectureData ScienceData Visualization

Our Studio model is an effective way of organizing our company into smaller operating units, fostering creativity and innovation while allowing us to build, enhance and consolidate expertise in emerging technologies. Our Studios allows us to optimize our expertise in emerging technologies and related market trends for our clients, regardless of their industry.

Agenda

1. This is Globant

2. Designing for M-Commerce

3. Focus on M-Commerce

4. Break

5. Next Gen E-Commerce

6. Q&A

Pete Petras

Designing for M-Commerce

OCT 2013

DIRECTOR UI/UXCreative and Social Studio @ Globant

By The Numbers

1 BillionActive Smartphones in the World

7 BillionPeople in the world

It took

16 Yearsto reach

It should take another

3 Yearsto reach

2 Billion

Smartphone growth is climbing at exponential pace. This adoption opens doors to apps and content never before available to a completely new audience.

By The Numbers

85%Percent of adults who use mobile phones

45%Percent of adults who use smartphones

In the US

By The Numbers

16.6%55+

Smartphone owners by age In the US

15.2%45-54

20.7%35-44

25.6%25-34

17.2%18-24

6.3%13-17

By The Numbers

The last few years has shown Nokia losing their smartphone share. Apple’s iPhone with their iTunes marketplace have completely dominated. HTC, Samsung and others running Android have quickly started to become true competition.

2010 2011 2012 2013 2014*

Android

Symbian

iPhone

badaBlackberryLinuxWindows

Smartphone handsets in use by OS * predicted

M-Commerce

E-Commerce and mobile phones.

M-Commerce is expected to play an ever larger role in the future, with over half a billion customers following the trend to shop via mobile devices by 2016. Moreover, throughout the world, online shoppers are forecasted to increasingly prefer to pay online when buying over the Internet, causing the online and mobile payment markets to grow strongly, especially in Asia.

Mobile search marketing, a good mobile web experience, better integration of mobile into the multichannel experience, and better integration of mobile throughout the company (marketing, customer service etc).

Mobile Site v. Native App v. Hybrid

Full Capability

Hybrid Access to Native functions AppStoreWeb Developers

Partial Capability

MultiplePlatforms

SinglePlatform

Mobile Site Instant UpdatesInfinite DistributionWeb Developers

Native Control of device featuresAppStoreFaster performance

User Journey & Experience

Market DifferentiationCustomer LoyaltyAccurate Cross Sell CapabilitiesIncreased ConversionContextual Interaction and Relevance

Load Store or Click Feature

Store BrandingOnboarding

Compare Products and Options

Select Best Option(Price v Features)

Purchase Product

Follow up Email or other campaigns

00 » 01 02 03 04 05» » » »

»

“old school” Journey & Experience

Awareness

Interest

Evaluation

Commitment

Loyalty

User Journey & Experience

Market DifferentiationCustomer LoyaltyAccurate Cross Sell CapabilitiesIncreased ConversionContextual Interaction and Relevance

Current “Flexible” Journey & Experience Shopon Website

BUY

Compare ReviewsSearch

Prompt byAd

Read BlogsWatch Videos

Like on Facebook

User Journey & Experience

79%Admit to turning to a competitor after a poor mobile experience

A recent study* emphasised just how negatively consumers are responding to mobile e commerce experiences that are not to their expectations.

Having a mobile strategy can have a worse effect than no presence at all if not done correctly.

55%Claim bad experiences hurt

brand opinion

* by EConsultancy

Seamless Experience of Sequential Shopping

Continue on Laptop or Desktop

4% 61%Continue on a

Tablet

65%Start on a

Smartphone

A study* reveals that 65% ‘shop’ on their smartphone. But that’s not exactly accurate. We have to account for the whole experience. And to do this effectively designing for a seamless experience is essential.

»

* TNS 2013

Research v. Purchase

80% use the internet to research products.

65% research online but purchase in-store. This is shifting.

40% research in shop but purchase online

Cross Channel Shopping

20% rise of cross channel shopping on mobile phones from last year.

10-15% of Internet traffic is now coming from mobile.

Currently mobile is particularly weak for most companies. Integration of online and offline is a big and complex journey to create.

The focus on delivering outstanding customer experiences across all channels and touchpoints. They should be personalized intelligently, relevantly, responsively and in real time. The customer Journey should be seamless across channels and each should play to its own strengths.

Content Marketing and Creation

Creating outstanding customer experiences which, inevitably, involve content in many forms.

Companies will need to become smarter about scaling their content to other platforms by developing integration strategies.

The success of SEO or Social Media or Email Marketing requires creating great content that people will want to read, link to, talk about and share. Quality over quantity.

Content Creation - Etsy.com

Curated Content - Fab.comfab.cometsy.com

Big DataAs bandwidth increases so does the ability to share, document, review, replay in real time.

Mobile phone are increasingly the source or creating data. Identifying what to do with that data can be challenging but very rewarding for the end user experience.

Currently it’s defined as Volume, Variety and Velocity. But all that means little if it’s not applied contextually to the appropriate audience.

Tracking every touch point adjusting for every user journey as it’s happening is something we have never been able to do before now.

Identify accurate segmentation which increases conversion rates creates a better and more meaningful experience.

Big Data

Personalization

Personalization is important in e-Commerce. Online shopping is likely to become more personalized, with retailers customizing their services and integrating online sales channels such as websites and social networks on any device that will connect to the Internet.

2 out of 3 want a personalized experience.

Social Network integration can help with this. But it’s not always a trusted option.

Targeting individual customer segments with a concept that has been created for their specific needs allows true differentiation of offering and service model per customer.

Facebook / Social Integration

The ability to have one password is extremely convenient to the user. Generally we’re told having one login is against any good practices for online security, but having the ability to login using Facebook may reduce frustration at the login page and improve the overall user experience.

The ability to share becomes a great tool.

And the access to profile data can craft a more personalized experience.

Large Images

It’s an excellent way to capture your visitor’s attention and it can look great when done properly.

A unique background photo behaves as custom branding for everybody who lands on a site experience. It allows the user to feel fully immersed.

This creates the “voice & tone” of the brand through photography and product.

Persistent Navigation

Native applications

A global or persistent nav allows the user not only to stay oriented to where they are within their experience but also allows the customers to gauge the scope or size of the service. This can be a way to deal with users getting overwhelmed.

Infinite Scrolling

Infinite scrolling / Lazy load to introduce exploration and allows for a better user experience in conjunction with a as-needed load of assets. Infinite scrolling sometimes leaves users feeling disoriented as they travel down a page that never ends if navigation isn’t handled correctly.

Minimalistic UI and layout / Flat Design

Flat design, as the name indicates is defined by flatness of style.

It is distilling down an interface by removing any extra elements such as shadows, bevels, textures and gradients that create a 3D look to its basic core element.

Typography and color are very important elements in flat design. Since the interface is more minimalistic, you can use typography and color to help you create the style and mood you’re looking for or create information hierarchy with scale.

Performance

Speed is everything!When purchasing through mobile devices a fast network is not always available. 4G LTE has made smartphone connections very fast but not all consumers have those capabilities. Attention to the way pages are constructed, designed and delivered becomes increasing important. The previous trend of flat design and the use of native applications can speed things up.

GraphicsGraphics are limited to product views. Type and CTA buttons are all produced with code and speed up the performance and download speeds.

User PerceptionA faster site or app is perceived as higher quality and therefore trusted.

The Phone as payment

NFC (Near-Field Communication) has been growing with mobile payments as the primary driver globally.

NFC has other use cases beyond just payment. It can trigger promos or coupons based on physical location (trigger points) near brick and mortar stores or advertisements (or competitors advertisements).

This opens other marketing opportunities to target potential customers through advertising and personalization.

The US has been slower to adopt the NFC technology through mobile. Perhaps this is due to Apple who is the biggest outlier. Its new iBeacon using BLE (Low Energy Bluetooth) is threatening to take over NFC.

Localization

Tapping into new markets with the challenges of new languages.

Culturally relevantSpeaking to and being culturally relevant is a challenge and will not be the same in every market.

Content CreationFrom photography to colors, localizing content needs to be considered.

LanguageCharacter counts describing products and even navigation can effect on how the site is designed and even navigated

Currencies & PaymentPaying for goods is not the same in all locations. Some online services are not available and credit is not always an option.

Travel

Social media and M-commerce are forecasted to play an increasing role in the travel segment of the global B2C E-Commerce market, by helping customers research information for a trip. Moreover, the demand for travel arrangements adjusted for use on smartphones is likely to grow.

Contextual real-time and relevant information becomes important and useful for brand loyalty and overall user experience.

Hotel Club

Gaming

Monetization in gaming is only growing.

Buying packs of extra lives and virtual currencies

Push notifications while you’re not actively playing are an important tool that games use to keep their players engaged long after they’ve initially installed the game.

We’ll begin to see other business segments using these principles to drive conversion.

Recap of Trends

The Phone as payment

Infinite Scrolling

Big Data

Research v. Purchase

Content Marketing and Creation

Persistent Navigation

Large ImagesCross Channel Shopping Performance

PersonalizationUser Journey & Experience Localization

Travel

Gaming

Facebook / Social Integration

Seamless Experience of Sequential Shopping

Minimalistic UI and layout / Flat Design

Javier Zimman

Focus on M-COMMERCE

OCT 2013

VP TECHNOLOGYMobile Studio @ Globant

M-Commerce

2013

38.8Bn

Projected Growth

2017 Purchases Share

M-Commerce

Mobile is Driving Growth

Mobile

Desktop

T-Commerce

65%

Tablets are the preferred channel for purchases

Tablets

Smartphones

Expanding through mobile

Extends the Day

Breaks free from desktop and stores

M-Commerce

90%Use it for pre-shopping activities

Smartphones are changing the way people shop

84%Use it while in the store

M-Commerce

58%Find location or get directions

57%Look up

store hours

44%Make price

comparisons

44%Look for

deals

43%Browse the

Internet

Smartphones in pre-shopping activities

32%Find where specific products are sold

31%Look up product

info

31%Check if product is available in-store

30%Look up product

reviews

19%Make a

Purchase

M-Commerce

Smartphones for in-store shopping

21%Store apps

20%Deal sites

62%Store website

82%Search

50%Brand website

Mobile applications - os fragmentation

iOS 7 adoption rate Android version distribution

Mobile applications - android fragmentation

Mobile applications - screen size fragmentation

AndroidiOS

Mobile applications architectures - hybrid approach

Hybrid approach - fab 15 live example

Hybrid approach - checkout flow reuse

Hybrid approach - curbside pickup mobile

Ecosystem

M-Commerce E-Commerce (desktop)

In-Store

New stream

M-Commerce

Mobile is driving growth in E-Commerce

We are at the tipping point

Smartphones are changing the way people shop

If you are not an E-Commerce platform, consider M-Web over App

Tablets are the preferred mobile device for purchasing

TECHNICAL DIRECTORConsumer Experience Studio @ Globant

Paul Loftis & José Plano

Next Gen E-COMMERCE

OCT 2013

ENGAGEMENT MANAGER@ Globant Clients

E-Commerce Maturity Model

People, Process and Information

Attract, Service and Retain Customers

Increasing Platform and ECM Complexity

Leading E-Commerce Platform Comparisons

Features Magento Hybris ATG

Shopping Cart Management

Globalization and Localization

SEO

Web 2.0 and Social Integration

Product Content Management

Multiple Store Support

Personalization

Administration

Cost . High High

Platform Integration Scope

Architecture Example1: Open Source and Oracle

Architecture Example2: Two Open Source Platforms

Architecture Example3: Custom In-House Platform

Integration Example

Challenges:

● Integrate with 17 external systems (using webservices)

● Integrate with an ESB (Biztalk) to ERP

● Integrate with different payment method and split payment

eCommerce Product: Magento

Integration Example

What went Wrong:

- Magento does not provide a layer for integration (3rd Party extension)

What went Right:

- We defined a common message to interact with different data sources

Migration Example

Challenges:

● Migrate 12 months of transaction data

● Validate the data migrated are correct

● Keep the performance in the correct parameters

Migration Tools: Php (code from scratch & Bash scripts)

Migration Example

What went Wrong:

- Data Source not clean

- Not defined at first time which data to migrate

What went Right:

- Built-in Performance tests reduced migration times

E-Commerce Maturity Model

People, Process and Information

Attract, Service and Retain Customers

Inform

● Goal: Access to Acquired Product Lines● Migrate Flooring site to new E-Commerce

platform● Expand and Integrate acquired Sleepright

products● Upgrade to CMS-based UI● Enable Marketing Control of Promotions● Maturity Level: Inform

Carpet Right

Experience

● Goal: Monetize Players in True-to-Game Experience ● Rich Game-theme graphics for seamless look & feel● Unified Platform for multi-game management● Real $ Microtransactions requested In-game● Create Virtual Wallet for “cross-game” purchases● Deliver Purchased Virtual Goods to the game● Single Sign-On for ECom/Forum/Chat/Service/Game ● Maturity Level: Experiences.

Gazillion

Engage

● Goal: Up-sell Travel Packages and Customer Loyalty● Highly Dynamic UX/UI● Complex Multi-Product Package Options● Sticky Preferences-based Personalization● Aggregation from large numbers of Product Sources● Traffic Conversion Optimization● Development and Integration of Mobile iOS app● Maturity Level: Engage

Orbitz

Multichannel

● Goal: Fresh, Engaging Multi-Channel Brand Experience

● Large Scale Catalog integration● Clean Modern UX/UI Design● Highly Personalized Consumer Experience● Rules-based Gamification / Sweepstakes app● Social Integration● Responsive Mobile Design● Optimized for thousands of transactions per minute● Maturity Level: Multichannel

Sears

Globant E-Commerce Expertise

Inform with true-to-brand experiences

Integrate channels with mobile apps

Simplify elastic capacity

Prevent intrusions and losses

Personalize journeys andoptimize results

Innovate and integrate social

Optimize Search andSocial Digital Marketing CampaignsReduce costs and

time to market

Engage with game mechanics

Integrate orders, inventory and distribution Next Gen

E-Commerce

Thanks!