Mobile Marketing

Mobile Commerce Daily
Mcommerce Summit
State of Mobile Commerce 2011
Thursday, May 12, 2011 National Museum of the American Indian New York
Mcommerce Summit: State of Mobile Commerce 2011
Napean LLC. All rights reserved.
Welcome Address
Mickey Alam Khan Mobile Marketer
Sunkist: How a leading supplier of fresh fruit drives consumption with mobile in and out of retail
Julie DeWolf Sunkist

Mobile commerce trends: How rapid retailer and consumer adoption of mobile will forever change the retail landscape
Dan Fine Target
Ivan Braiker Hipcricket
Ran Farmer Netbiscuits
Nick Cook Usablenet

Jay Highley Pangea Partners
Stacey Larson One Media Group

Understanding the mobile shopper: Data, actionable insight and analysis
Nick Fotis Arc Worldwide
Kathryn Koegel Primary Impact
Jill Dvorak FitForCommerce
Joy Luizzo InsightExpress
Size, Priority of
Current Mobile Shopping
Segment
Segments
Activities
Profiles
Barriers
to Using Mobile for Shopping
Categories
Shoppers are Most Likely
Shopper
Satisfaction
to Mobile Shop
Heavy Mobile Shoppers
10%
39.1%
Light Mobile Shoppers
Mobile NonShoppers
40.6%
10.3%
No Mobile Phone
Look up store address, hours, or location
93%
Heavy mobile shoppers
47%
Light mobile shoppers
Once a
week
or more Heavy mobile shoppers use shopping apps much more frequently Once a or less
55%
month
51%
Gift guides
54%
8%
Light mobile shoppers
Heavy mobile shoppers

Skew younger
67% are 18-34 yrs 57% male

They are more open-minded and willing to try more with their phones Funnel their lives, including all their shopping through their phones Likely to have the latest phones They even set up folders for shopping apps
iPhone dominant
Leaders and in-the-know
39%
earn $75K +

Limited view of how to use mobile phone in shopping
52%
female Lack of trust Less into both mobile and shopping
57% are 25-44 yrs
Engrained non-mobile behaviors Variety of Smartphones
Handicapped by technology Blackberries and Android apps
40% earn $75K +
Native Mobile Activities
CORE MOBILE TASKS
SPECIALIZED MOBILE TASKS
More Adopted
Less Adopted
CORE SHOPPING TASKS

Native Shopping Activities
ADVANCED SHOPPING TASKS
Look up store address, hours, location
93%
47%
More Adopted
Less Adopted
CORE MOBILE TASKS

Use search to get information during shopping process Look up store address, hours, location Refer back to saved retailer emails Receive promo, event, offer notifications
CORE SHOPPING TASKS

Compare products from phone Visit retailer website, check prices Search elsewhere when a products out of stock In store, compare store prices with online prices Read customer ratings or reviews about products or stores While shopping, look up online product information Check in-store availability of a product Look for deals for nearby stores Check on order status Visit manufacturer website Calculate price comparisons for different size products Make a shopping list
More Adopted
Less Adopted
Look for deals for nearby stores
83% 20%
Receive, share photos of products
70% 15% SPECIALIZED MOBILE TASKS

More Adopted
Heavy Mobile Shoppers Light Mobile Shoppers
Gather/Share product or store opinions Receive/Share product photos Receive/Share product text messages Text or tweet price details to see if the deal is worthwhile Receive/Share content about products/stores on user gen. websites
Less Adopted

Use gift cards, guides, reward cards, or gift registries Compare payment plan options Use retailer comparison, selector or customization tools Utilize virtual shopping tools to better visualize product View product demos Add product to wish list or favorites Browse store circulars & coupons, use coupons Pre-order for quicker pick up Participate in sweepstakes, game or promotion Use bar code scanner for pricing, product information Use mobile shopping app
More Adopted
Less Adopted
Use gift cards
63% 9%

Look up store address, hours, location Receive, share photos of products
93% 70% 47% 15%

Heavy Mobile Shoppers Light Mobile Shoppers Heavy Mobile Shoppers Light Mobile Shoppers
CORE MOBILE TASKS More Adopted CORE SHOPPING TASKS
SPECIALIZED MOBILE TASKS Less Adopted
Look for deals for nearby stores
Use gift cards
83% 63% 20% 9%

Mcommerce Summit
State of Mobile Commerce 2011 New York May, 12, 2011
Lets Put This All in Perspective

Current mobile usage and what it means for m-commerce
Have to remember that mobile is not yet media for all users
The number of people who are using voice only has declined 17.2% year on year, while mobile media usage has grown 23% Mobile Media:
SMS (and not Mobile Media:
42.4%
29.1%
Just Voice:
28.5%
Mobile Media = Connected Media (except SMS) in MobiLens, defined as used phone browser, applications, or downloaded content. Three-month average ending September 2010 Country: US, N=32,044 Source: comScore MobiLens
Younger people are committing various forms of m-commerce now
Younger users buy ringtones, create their own ringtones and listen to music; mobile internet services (browsing, apps and e-mail) skew 60%-65% male
Purchased ringtone Made own ringtone Listened to music Played games Purchased game E-mail Social networking Ringback App Mobile Media Unlimited Data Plan
Browser
Three-month average ending September 2010. Country: U.S., N=32,044. Source: comScore MobiLens
But smartphones will be the majority in US by Q2 of next year

Consumers are armed with in-store portable computers/potential coupon delivery devices which will encourage commerce
Projected Smartphone Penetration
FEATURE PHONE
SMARTPHONE
Based on survey data and projections. Source: Nielsen

Mobile media activities have reached critical mass (ie. 40M+ users)
U.S. mobile media usage (past 30 days), Q4 2010
ALL SUBSCRIBERS FEATURE PHONE OWNERS
SMARTPHONE OWNERS
152.3 M
90.8 M
83.2 M
71.8 M
52.4 M
50.0 M
42.3 M
Note: Location based services here refers to using anything from GPS on a phone to weather and entertainment info that are plotted to location not specficically a check in service
Will mobile be the way to get more minorities into digital commerce?
African-Americans and Latinos lead non-Hispanic whites in use of mobile data applications, including early-adopter activities like purchasing via the phone
All adults White, nonHispanic
80%
Black, nonHispanic
87%
Hispanic (Englishspeaking)
87%
Own a cell Send/receive text messages Access Internet Use a social-networking site Purchase product
82%
72%
68%
79%*
83%*
38%
33%
48%*
51%*
23%
19%
33%*
36%*
11%
10%
13%
18%
* Statically significant difference. Source: Pew Research

Mobile devices yield unprecedented power at retail

65% of those under 35 with smartphones are using the phones in store Reasons for Using a Smartphone While Shopping
Compare prices of a product/service Find the nearest store location Check for discounts Read reviews Look at a competitive product/service Check availability Compare features Make a purchase 0%
Source: Chadwick Martin Bailey, Consumer Pulse, March 2011
66% 58% 58% 49% 46% 38% 37% 17% 10% 20% 30% 40% 50% 60% 70%
Variety of apps are preparing the way for m-commerce

Applications used on Smartphones while Shopping
Scanner apps (i.e. Scan & Shop, Red Laser, Barcode Scanner) 44% 38% 31% 26%
Discount apps (i.e. Groupon, Living Social)

Expert & customer review apps (i.e. Consumer Reports) Store-branded apps Product comparison apps Geo-location apps (i.e. Foursquare, Shopkick, GeoPlum) 0%
Source: Chadwick Martin Bailey, Consumer Pulse, March 2011
22%
13% 10% 20% 30% 40% 50%
Mobile phone becoming a transaction medium abroad US will follow

In Japan mobile phones have been successfully used in place of debit or credit cards (Mobile Wallet) -- 9.7M made mobile wallet purchase in December
Mobile Commerce
18.0% 16.0% 14.0%
16.5%
% Market
12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0%
11.4% 10.2% 8.0% 5.8% 5.9% 4.8% 7.0% 7.2% 5.6% 5.1% 3.3% 8.0% 8.5% 6.5% 5.2%
6.4% 4.9%
4.1% 3.7% 3.1%
Auction Sites
comScore MobiLens
Bank Accounts
Credit Cards
Electronic Payments
Financial Online Retail Stock Trading News or Stock Quotes
Data: Three month average ending December 2010* (*with the exception of Japan - 1 month data December 2010) Country: US, N=32,311, EU5, N=69,003 , JP, N=5,141
EU5
US
JP
Is there such a thing as B-Commerce?
Have you ever used your mobile phone while you were using the bathroom? What have you been doing on your mobile phone while you were using the bathroom?
No 44.0%
Social networking 19%
Yes 56.0%
Check-in using LBS like Foursquare 7% Text Message 62%
Talk on the Phone 70%
Read an e-book or magazine 7%
Email 30%
Play Games 27%
Data supplied by: InsightExpress Digital Consumer Portrait Q1 2011, n = 958

Background
#1 Transactional Sites
Across total M-Commerce Benchmark only 16%* of mobile sites are not transactional *Only takes into account the sites or apps that are optimized for mobile devices. If the html site comes up on mobile browsers, we removed them from the number. Not always a bad thing, sites can still add value. i.e. CVS has fantastic value adds, you can refill a prescription, make a clinic appt, check the sales, find a store, but you can not checkout in a typical way on their mobile site and app
#2 Scanning Functionality
Predominantly prevalent in retailers who sell multiple brands - pricing comparison is most common (Sears, Amazon, Target etc.) 14% Benchmark and 70% Mass have a scanning capability Walgreens you can refill a prescription by scanning the bottle code J&R has an app to read QR codes for more product information, ratings, reviews and technical details that dont fit on the sign
Apps showcase rich media images, swatching and added functionality more than the mobile sites can slow down load times Rich Media has a low 5% Benchmark penetration Victorias Secret shows only 1 color in PD detail image and 20+ swatches
#3 Rich Media Scarce
33% in total Benchmark 90% of those who have physical stores Most store locators have similar functionality and branded uniquely i.e. Orvis lifestyle i.e. CVS functional with pertinent fields for filtering reasons
#4 Store Locator a Must Have
#5 Catalog Quick Search

20% Total Benchmark Barnes and Nobles App gave surprising results cant search by isbn, but you can take a photo of the isbn, for bn.com to search for the item Highest penetration in Department Stores category at 50% Examples from Brooks Brothers and Zappos both leave what you searched for on screen Good feature to add to speed up checkout time
#6 Pick Up In-Store Functionality Grows

Opportunity exists for multichannel retailers to better market to customers, based on location.
Walgreens, Macys, Sears and JC Penny are some of the only retailers who market their store-specific promotions based on the shoppers location. 12% of all Benchmark retailers. Hasnt changed much since October Benchmark Great roadmap item mobile site needs to need to include store locator, real time inventory sync, sales reps, location based technology
#7 Preorder Capabilities
Rare but this can be a great win for holidays and trendy items (electronics, books, fashion) Preordering a hot new item from a mobile site is a great way of getting people to get used to mobile site If your brand or technology does not allow for preordering, taking the email address on the PD page and sending a timely in stock notification is a way to capture the ROI and take advantage of the buzz. Radio Shack allows preordering on the website but not on the mobile site. New Egg has no ship date shown Currently on: 60% of Books and Media sites 45% Electronics 100% Mass
#8 Stored Wallets
50 out of 125 sites let you store credit cards as payment info (40%) Most of these port the wallet over from the ecommerce sites (90%) Not all require log in and will allow you to alter shipping address security issue if you lose your phone? Southwest lets you decide whether to save your profile on your device or not One view of customer is great, especially in certain verticals - Auction Sites where checkout is time related, one-2 click based on limited inventory i.e. Haute Look and the Travel Vertical
#9 Feedback Mechanism
Give your users an easy and quick place to tell you when something is wrong with the mobile app or site 100% of Office Supply vertical (Office Depot pictured) 20% of Discount vertical Certain mobile platform providers build this in
#10 Location, location

Asking for location permissions is common - 60% of benchmark Up from 20% in penetration since October 2010 Retailers want mobile to help bring customers into stores using smart location or GPS based coupons, push notifications, special offers, etc. Ask for mobile opt ins at emails and all checkout locations (store, online, catalog, mobile)
Treat mobile marketing like any other marketing, segment and dont over use your list
Parting thoughts
Always understand what your audiences mobile moments are Use your top 10 eCommerce features or values to guide what to prioritize on your mobile site/app Decide who will own this channel internally, from strategy to build and once live, then improvements Treat mCommerce as another channel, not just another feature set. Mobile should be part of your existing analytics to understand visitor behavior Invest in it as if it were a new cross-channel business line You dont really have much of a choice. Your competitors AND your customers are already mobile Benchmark your mobile site/app so that you know where you stand where to prioritize focusand get budget
For More Information FitForCommerce

FitForCommerce is a consultancy founded to help online businesses figure out what they need and how/where to find it Team of former multichannel retailers, marketers, technologists and service providers, with hands-on expertise in eCommerce and mCommerce
Jill Dvorak Sr. Consultant, Mobile Commerce jdvorak@fitforcommerce.com
Mcommerce Summit
Who is the Mobile Shopper?

Joy Luizzo InsightExpress
Who is the Mobile Shopper?

A VERY attractive consumer for any retailer
36% are making a purchase on their phone while they are in-store, Always or Almost Every Time 83% are between 18-44 years old 72% are smartphone owners 54% are male/46% are female 52% make more than $50k a year; 32% make more than $75k a year 37% are minorities (compared to 21% for non-mobile shoppers) 32% have an iPad
Lots of Stores Are in the Moderately Visited Bucket
18% of Mobile Owners Have Purchased Something on Their Phone
Knowing Who I Am & Giving Me a Reason Will Encourage Me to Buy on My Phone
Shopping on Mobile Isnt One or the Other

56% of Smartphone owners have visited a retail store website on their
phone
The mobile store: Best practice in design, merchandising, payments, marketing and traffic analysis
Dave Sikora Digby
Gary Schwartz Impact Mobile
Marc Plante Neustar
Eric Rickson Webtrends
Marc Saulino Bango

Kent Hathaway Target
Marci Troutman Siteminis

Jewelry Television: How to sell specialized items on mobile
Tim Engle III Jewelry Television
Mcommerce Summit
Executing A Mobile Strategy

Scott Todaro, Senior Director, Product Strategy, Demandware Tim Engle is Senior Vice President, Strategy, Jewelry Television
Session Speakers
Tim Engle is Senior Vice President of Strategy at Jewelry Television Responsible for all new business development for the company 13 year of ecommerce experience
51
Scott Todaro is the Sr. Director of Product Strategy at Demandware Launch Mobile offering for Demandware 11 years in ecommerce
Exercise Pass your phone to the right
Mobile Commerce is Growing Faster than eCommerce Adoption Rate

Mobile driven revenue to reach $200 billion globally by 2012
By 2015 more consumers will shop with Mobile devices than laptops or desktops
74% of online retailers either have in place or are developing a mobile plan
Physical merchandise sold via mobile phones hit $3B in 2010
Why Now?
A new channel that can drive 3-5% of your online revenue today, with upside growth over next 5 years Better in-store and online shopping experience for meeting consumer expectations 74% of your competitors are investing in mobile commerce today
Revenue
Customers Satisfaction
Competition
Mcommerce Summit
Executing a Mobile Strategy

A Case Study of a Cross Channel Retailer
T.M. (Tim) Engle III Senior Vice President, Strategy Jewelry Television tim.engle@jtv.com
Going Mobile
Out in the woods Or in the city It's all the same to me When I'm drivin' free, the world's my home When I'm mobile The Who, 1971
Agenda
Key Takeaways
Market Landscape Circa May 2010

Company Overview and Situational Assessment The First Big Decisions Making Mobile Relevant to the Customer Creating Awareness and Adoption Early Results Lessons Learned Questions
Key Takeaways
When is the Right Time?
In-house or Outsourced
Building Corporate wide Support and Priority The Scope thats Right for You Is there an App for that? The Importance of Good Reporting Its the Journey, not the Destination
A Big Bang Moment
Market Landscape May 2010
Response.
This train is moving fast and we need to get on itnow!
Resulting Strategic Initiatives
1. Mobilizing our website
2. Is there an App in our future?
Company Profile
Jewelry Television founded in 1994 Knoxville TN
Seen in over 80 million unique US homes

Largest pure jewelry TV retailer in the US Largest retailer of loose gemstones in the world Top 10 jewelry retailer in US 4th largest retailer of jewelry on web Over 5 million packages shipped annually Nearly 1,000,000 customers
Situational Assessment
jtv.com is primary web destination
Switched to Demandware platform 2009

Web sales represent nearly 28% of company sales 90% female audience ranging from 40 - 65
Over 50,000 skus

Heavy video production (live programming 24X7) Customer ratings utilized on jtv.com Mobile execution non-existent in May 2010
Building Companywide Support
Building Companywide Support
Designate a Mobile Team Led by strong influencer Represented by all key functions Senior Executive Champion Establish the priorities
Existing Skill & Talent Pool
Dont judge on what they do, but what they can do Talent Retention exciting, new, cutting edge Ownership is a wonderful thing!
Mobile v. App
Initial focus will dictate decision Mobile website can be more challenging Enterprise implications The dreaded Technology Roadmap App development Needs to reflect personality of company
Ability to develop outside the box
Timeline
How quickly do you want to launch Evaluate level of commitment Provide time for soft launch Timeline is secondary
Focus on the two Es

Experience Execution
Budget
Must justify on vision
Not immediate financial impact Frugal budgets can work JTV spent less than $100,000 Both mobile and app
Its not how much you spend Do not let a budget compromise your vision
Figure it out!
Making it Relevant
Goal
Broadcast Support
Live streaming video Current on-air item Recent Items
Goal
Shopping Support
Full product inventory Full category navigation Persistent shopping cart Ratings, recently added reviews Multiple images
Goal
Education Support
Gemstone learning library Facts, photos, video Diverse sorting methods Links to shopping
Goal
Tools
Ring Sizer Channel Finder Program Guide Mobile Alerts
Creating Awareness
Comprehensive Marketing
Leverage all company assets Map your timelines and commitment levels For JTV:
Broadcast support Dedicated web communications Email program to all customers Package Stuffers Promotional Offers Social media Press Release Co-sponsorships with other brands
Early Results
JTV Mobile Traffic and Performance

Growth Since 12/10
37% 36% 36% 35% 35% 34% 34% 33% Unique Visitors % of Ttl Sales 34%
36%
App Download by Operating System

Growth Since 12/10
25,000
20,000 15,000 10,000 5,000 0 iPhone Android
8616
7072
12,283
14,211
JTV Mobile Sales by Platform
Customer Ratings
iPhone App
Android App
Lessons Learned
Involve entire organization in planning process Set realistic timelines Dont compromise experience for time For retailers, start with your mobile website Offer features that cater to your core customers Its a journey not a destination iPad is a force Make sure you can measure
Analytics providers are not equal for measuring mobile
QUESTIONS
T.M. (Tim) Engle III Senior Vice President, Strategy Jewelry Television tim.engle@jtv.com
Carrabbas Italian Grill: How mobile enhances the restaurant retail experience
Jamie Miller Carrabbas Italian Grill
Mcommerce Summit
Founded in Houston, Texas in 1986 by Damian Mandola and his nephew, Johnny Carrabba, the restaurant has exploded to 232 locations in 34 states throughout the country. As part of the OSI Restaurant Partners family of concepts including Outback Steakhouse, Bonefish Grill, Roys Hawaiian Fusion, and Flemings Prime Steakhouse & Wine Bar, Carrabbas has differentiated itself in the casual dining Italian restaurant category by a near-scratch kitchen using the freshest of ingredients and warm Italian hospitality.
Mcommerce Summit
jmiller@carrabbas.com @jamiemillerII
Mcommerce Summit
Why Mobile for Carrabbas?

Mobile is personal Mobile is immediate Mobile is hyper-local Mobile is a lever to communicate ATL efforts Mobile is vast in its tools Mobile is addictive
Mcommerce Summit
Our Approach
Acquire
Pull in-restaurant customers to participate in the SMS campaign Attract loyalty club members to participate in the mobile program. Drive visitors to the mobile website Influence customers to participate in new technologies
Engage
Provide meaningful content that resonates with our customers Spur interest with engaging content Tap into our customers passion points & align with them
Activate
Provide significant content (engagement, promotion al, offers, brand messaging) that empowers customers to be activated to take action on behalf of Carrabbas.
Mcommerce Summit
How We Are Involved
Mcommerce Summit
Mobile Website
Goal/Objective Enhance user experience Provide meaningful/useful content Develop a hub of mobile activity Increase website visits Strategy: Open our doors a little wider and provide users with a reason to visit our site then provide content that will motivate them to visit Carrabbas.
Mcommerce Summit
Mobile Website
Results Increase of 20.86% in overall website traffic Android overall leader in website visits iPhone, iPad, and iPod combined lead in visits 76.3% are new visitors to the site
Mcommerce Summit
SMS Program Case Study 1

Goal/Objective Develop an offer-based program that drives traffic Further engage the customer and learn more about their behavior and interests Deepen brand recognition and awareness Promote multiple services we offer at a time in the day when we are most likely to influence the customer Achieve a 5% redemption rate Strategy: Determine what passion points drive the customer & align those with the business objectives of each Managing Partner
Mcommerce Summit

Methodology Engage consumers via in-restaurant collateral materials and emails to loyalty club program Establish a database for each participating restaurant Choose offers that align with business goal of each restaurant Results 12 participating restaurants 68% redemption rate of deployed offers
Mcommerce Summit

Goal/Objective Introduce engagement texts in addition to offer messages Further engage the customer and learn more about their behavior and interests Deepen brand recognition and awareness Promote multiple services we offer at a time in the day when we are most likely to influence the customer Achieve a 20% redemption rate Strategy: Understand our mobile user more, engage, provide value, & drive traffic
Mcommerce Summit

Methodology Promote loyalty club registration link Conduct polls & text-to-vote features Promote mobile website Use the SMS program as lever to communicate our ATL campaigns Promote our new LTOs Introduce new collateral materials to promote the program Results 50 participating restaurants 40% redemption rate of deployed offers
Mcommerce Summit
Location Based Social Applications

In February of 2010, Carrabbas became the first national restaurant chain to partner with Foursquare by providing a complimentary dessert offer to each Carrabbas Mayor. To gain the distinction of a Mayor, individuals had to check-in to a Carrabbas at least two times (without any other competition from other Foursquare users checking-in).
Mcommerce Summit
Foursquare
Results 232 Mayors (all locations) 22,401 total check-ins Online chatter about people feeling limited about only 1 person receiving an offer per restaurant
Mcommerce Summit
Foursquare
Results 51,357 total check-ins 28,956 under new prizing model Avg. number of check-ins per location 221 Positive sentiment in the online space about being more assessable to customers
Mcommerce Summit
Questions
jmiller@carrabbas.com @jamiemillerII
Mobile as a traffic driver to retail and other channels
Brian Deagan Knotice
Patrick Collins 5th Finger
Eric Litman Medialets
Tim Miller Sumotext
Andrew Paradise AisleBuyer

Alistair Goodman Placecast
John Styers 3Cinteractive

HSN: Crafting a video-centric iPad for retail
Ed Deutscher HSN
iPAD & MOBILE STRATEGY FOR RETAIL MCOMMERCE SUMMITT MAY 12 , 2011
CONTENT, COMMUNITY AND COMMERCE
REINVENTING AND RE-ENERGIZING RETAIL

TELEVISION

first TV retailer, 33+ years ago live 24/7/364 only 2-network retailer HSN2 launched 11 years ago top 10 trafficked e-commerce site ranked No. 25 on Internet Retailer Top 100 in 2010 launched apps (iPhone, Android, iPad) and mobile (WAP) site in 10 only Shop by Remote provider in U.S. proprietary technology first to stream HD video LIVE on 3 channels tv, online, mobile 5MM VOD homes, interactive TV
ONLINE

MOBILE
EMERGING MEDIA

online broadband adoption interactive television/VOD social networking mobile
VIDEO: HSN APP FOR iPAD
APP FOR iPAD

Highly immersive, highly customized experience Watch live / VOD content while simultaneously browsing products Only retailer to offer 15 VOD channels Create up to 5 personalized channels Discover HSN shows via program guides and set reminders
APP FOR iPAD

Seamless integration of video and commerce Easily find vast library of videos HD quality video Extend the live viewing experience with additional content Future versions to include unique ways to shop and further personalize
MOBILE
Provide our customers with a personalized experience, optimized for the mobile environment, allowing her to connect with HSN wherever and whenever she wants.
Mobile is the ubiquitous consumer connection device:

- Give her meaningful and timely information on the go - Give her seamless access to her favorite brands and content - Let the mobile phone be the dashboard for multi-channel commerce, connecting TV and the web - Use mobile as the real-time integration device
MOBILE
HSN has one of the most widely distributed mobile experiences in the retail industry Mobile is fastest growing channel Offer convenient and quick ways to shop
Leverage text messaging for promotions and transactional alerts

Mobile apps popular with core customer WAP broadly used and attracts new customers Customers are using mobile as a TV remote control to shop as they watch Seamless integration across all channels Differentiation based on device features and screen resolutions Personalized mobile experiences Deliver rich experiences with greater content, community, and interactive features
MOBILE COMMERCE: PLAYING, WINNING AND STAYING AHEAD

What does it take to keep up with the competition? PRESENCE: Mobile messaging capability (marketing, alerts) Mobile applications for smart phones (iPhone, Android) Basic mobile optimized website What does it take to protect share and fuel growth? EXPERIENCE: Rich mobile site Consistent customer experience load times, uptime, etc. Seamless integration across HSN operations What does it take to gain market leadership? DIFFERENTIATION: Mobile integrated into social/gaming/loyalty Live show enhanced with mobile SBR app and mobile live experience Enhanced applications (visual quick-buy)
Emails, messaging, promos integrated and optimized for Device specific functionality mobile UPC scan, geotargeting, point to shop, personalized offerings
KEY GUIDELINES FOR MOBILE SHOPPING

Easy to use Apps have look and feel of native apps Alternate input methods to reduce key strokes Room to select different options Speed of overall experience Easy to find Quick navigation to product through guided menus Easy refinement within browse & search Product recommendations (merchant + personalized) Easy to buy Transaction Innovation 1 click to buy (defaults) Guest checkout Barcode scan of gift cards All payment methods accepted (PayPal, HSN etc.)
UNDERSTANDING YOUR MOBILE OPPORTUNITIES

Competitive analysis to identify mobile leadership features/services Survey to understand usage scenarios and key features/functions Focus on fundamental capabilities and then on differentiation opportunities Launch and test additional text based services Build multi-channel plan for mobile marketing leveraging existing channels
eBay: How the worlds No. 1 mobile retailer is using mobile bar codes and QR codes for customer engagement
Steve Yankovich eBay Mobile
Rob Veres RedLaser
$2.0B in 2010 $4.0B in 2011

40M+ mobile app downloads
18M+ eBay iPhone app downloads

9M+ RedLaser iPhone app downloads
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Mobile Commerce Daily

Mcommerce Summit: State of Mobile Commerce 2011

Napean LLC. All rights reserved.

Mobile Commerce Daily

Mickey Alam Khan Mobile Marketer

Mcommerce Summit: State of Mobile Commerce 2011

Napean LLC. All rights reserved.

Mobile Commerce Daily

Julie DeWolf Sunkist

Napean LLC. All rights reserved.

Mobile Commerce Daily

Dan Fine Target

Ivan Braiker Hipcricket

Ran Farmer Netbiscuits

Nick Cook Usablenet

Jay Highley Pangea Partners

Stacey Larson One Media Group

Napean LLC. All rights reserved.

Understanding the mobile shopper: Data, actionable insight and analysis

Nick Fotis Arc Worldwide

Kathryn Koegel Primary Impact

Jill Dvorak FitForCommerce

Joy Luizzo InsightExpress

Mcommerce Summit: State of Mobile Commerce 2011

Napean LLC. All rights reserved.

Mobile Commerce Daily

Current Mobile Shopping

Heavy Mobile Shoppers

Light Mobile Shoppers

Look up store address, hours, or location

Heavy mobile shoppers

Light mobile shoppers

Heavy mobile shoppers

Heavy Mobile Shoppers

67% are 18-34 yrs 57% male

Leaders and in-the-know

Light Mobile Shoppers

female Lack of trust Less into both mobile and shopping

57% are 25-44 yrs

Engrained non-mobile behaviors Variety of Smartphones

Handicapped by technology Blackberries and Android apps

40% earn $75K +

Native Mobile Activities

CORE MOBILE TASKS

SPECIALIZED MOBILE TASKS

CORE SHOPPING TASKS

ADVANCED SHOPPING TASKS

Native Mobile Activities

Look up store address, hours, location

Heavy Mobile Shoppers

Light Mobile Shoppers

CORE MOBILE TASKS

Native Shopping Activities

Native Mobile Activities

CORE SHOPPING TASKS

Look for deals for nearby stores

Heavy Mobile Shoppers

Light Mobile Shoppers

Native Shopping Activities

Native Mobile Activities

Receive, share photos of products

70% 15% SPECIALIZED MOBILE TASKS

Native Shopping Activities