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Plastic’s research team continues to explore the latest trends and developments in the ever evolving world of mobile. In the latest Mobile X Monthly Report, the Fall Report, we highlight crucial emerging themes in the mobile space and explore strategies used by top tier brands to understand what’s working and opportunities for growth.
Our Fall Report wastes no time on pleasantries and dives head first into the mobile landscape. From local to the global marketplace, we review changes in the mobile market share and the second screen phenomena which sheds light on the necessity of an “all-screen” strategy and how to capitalize on a customer’s frequent switching between devices.
In addition, the report reviews mobile trends such as mobile payments, mobile wallets and digital couponing within specific industries including retail, travel, hospitality and banking.
This report cuts out the fluff to give you the raw statistics and insights. Please click here for a copy of the report.
With the overall results of Boxing Day in, it seems that more and more mobile users are starting to hop on the smart train this holiday season (I mean who seriously wants to be a part of the crazy mall madness?).
With an increase in the use of mobile devices, and with the iPad being the most wanted gift this holiday season, m-commerce set some new records this Boxing Day.
According to IBM’s Digital Analytics, around 30.7% of consumers used their mobile devices to visit a retailer’s site on Boxing Day. ComScore also found that from the dates of December 8th to December 14th, consumers in the U.S. spent around $6.9 billion online (that’s a $750 million increase compared to last year!).
Your probably wondering which device was the most efficient for increasing m-commerce traffic on Boxing Day? The iPad of course! The iPad generated more traffic than any other mobile device, making up for 15.8% of online shopping on Boxing Day!
M-commerce has only just begun a reinvention of the traditional modes of shopping. We can’t wait to see what’s in store for 2013!
This story begins at a business networking event that I attended a few weeks ago. It was being hosted by one of Canada’s largest retailers (who shall remain un-named for the purpose of this post).
I was surprised to learn that this national chain is still very much a family business, with the son of the founder currently overseeing operations. We had a nice chat about their many successes over the past few years and I had to ask; “What are you doing in mobile?” To my horror, he replied: “Nothing. It’s not for us.”
I’m not going to recap the entire dialogue, though it did get rather interesting, especially when his “agency” representative added his two cents, stating: “this mobile fad is going to fade.” Instead, I’d like to take this opportunity to challenge this perspective – one that I think is too-commonly held by pure-play retailers.
One of the advantages of working in a somewhat conservative marketplace (read: the Canadian marketplace) is that you get to learn from the mistakes of your bolder neighbours in the South. When Amazon’s price comparison app was released, it shook the foundations of the traditional retail model. However, the consumer behaviour was already shifting long before that.
Consumers have stopped relying on retailers’ storefront employees to educate them, but are sourcing all kinds of information for themselves. Through online forums like product review sites or blogs, the consumer has taken charge of finding unbiased reviews and, ultimately, making smarter purchase decisions. Of course, price plays a big role in that.
It’s because of this ready access to information that online shopping exploded. Consumers demanded more choice and convenience at better prices, and buying power got a whole new meaning (emphasis on the “power”).
Fast forward to the current landscape. The smart retailers took note of how their customers’ needs and behaviours were changing and acted quickly to better cater to this change. Nordstrom, Macy’s, and Walmart took steps to shift from pure-play brick and mortar to a hybrid model, where they make their offerings available wherever their customers are; online, in store or on their mobile device (and potentially browsing in a competitor’s location).
Basically, they haven’t limited their services to a single shopping option, rather, they are letting the customer choose for his or herself.
Sears certainly learned their lesson after shutting down several stores and now are offering drive-through services, where customers can pick-up, return or exchange without having to get out of their car and not have to wait for it to arrive in the mail either. Wow. Good job, Sears.
If there’s anything we can all agree on its that happy customers yield loyalty, and loyalty yields revenue.
So, to look into the future of retail, we think you need to take a look at what customers are doing, and what you can do to make them happier. The average consumer today leads a busy life, relying heavily on technology to make them more efficient. They have options and tend to opt for convenience and simplicity as defined by themselves. Sometimes it’s convenient to have products delivered, and sometimes waiting is inconvenient, so the key is giving your customer the choice.
Enough of the players in the market are making changes towards a hybrid model that soon we will start to see online retailers set up brick and mortar shops. Those in the hybrid arc will thrive while the others will eventually go the way of the Dodo.
After reading this report on last year’s holiday shopping season, we began to wonder how many retailer’s would learn their lesson for 2012.
In November of 2011, mobile took the holiday shopping scene by storm, ravaging the purchasing stats and making a mess of retailer’s traditional approach to advertising and marketing opportunities.
The report, from JWT, is from the survey of 465 mobile shoppers and hopes to shed a little light on the potential impact of web-savvy mobile devices on retail environments, e- and m-commerce and consumer behaviour and mobile device use.
Four extremely interesting facts for retailer’s to consider when sitting down to do create their strategies for the 2012 holiday shopping season:
1. On average, 55% of consumers who shopped on mobile devices in the past year also took the same actions during the holiday season.
2. 55% used their smartphones to find price info, 46% to get more info and 38% to make a purchase.
3. Men and Millennials did the most mobile shopping during the 2011 holiday season.
4. Of those who shop on their mobile device, 69% say the mobile shopping experience is either “excellent” or “very good.”
Pending its release later this year, the new Apple OS has once again managed to incorporate features that we didn’t know we needed…until we saw them. Among many, iOS 6 features include new vector based maps, the highly anticipated PassBook app and a very convenient Do Not Disturb mode for your iPhone. Less publicized however, is Guided Access, a feature that will make it both easier with those with a vision, hearing, learning and mobility disability and educators to incorporate iOS devices in their daily routine.
VoiceOver, a screen reader first introduced in Mac OS X is now integrated with more features including maps and zoom. This will allow the visually impaired greater access to content and generally, offer more ease of use. The feature serves different functions as you change devices – for example, with every Mac computer, you can connect a braille display and VoiceOver will program the keys for you.
What’s completely new is how Guided Access plans to expand to assist parents, teachers and administrators use iOS devices in their working environments. Whether it be at home, in a classroom or on the go, Guided Access provides the functionality to better educate.
The highlighted features include:
· the ability to selectively disable portions of the device from use
· disable hardware buttons
· disable certain portions of certain apps
· transition into single app mode
These features are useful in a number of ways and for many people. For instance, in classrooms it is commonly understood that technology is more of a distraction than an asset. But with Guided Access, devices in the classroom serve as an educational tool, where teachers are provided with control as to what students can access and – more importantly – can’t access. It’s hard to cheat when you’re locked into a test!
Also, Guided Access provides an opportunity for enhanced learning experiences for those with a disability. Students can focus on the task at hand without worry of hitting mistakes.
Guided Access has has functionalities that are excellent for outside of the education space. Consider iPad kiosks, menus at restaurants and satisfaction surveys, which can all now be conducted while the user is on the go.
As our co-founder, Melody Adhami, often says, technology should help and not hinder. As Apple continues to provide us with devices that we can virtually do anything with, they continue to also increase the ease with which we do all this anything.
Everything taken into consideration, kudos to Apple once again for their efforts in equal accessibility and their efforts in revolutionizing the education system.
Love Apple’s latest efforts? Tweet us @plasticmobile and tell us your thoughts.
Retailers of all kinds are gearing up for this first-ever conference on mobile transactions. Taking place at the Old Mill Inn & Spa on June 26 and 27, 2012, Mobile Transaction and Commerce Summit, promises to be a networking and learning opportunity for every customer-based company from big name retailers and online merchants to banks and financial institutions.
With speaker sessions hosted by retail industry experts and enterprise pioneers, attendees have the chance to hear solution-focused presentations and discussions on how to better integrate mobile payment and commerce into marketing strategies.
Some of the speakers include top marketing executives from Gap, Best Buy and Deloitte, as well as the Head of Mobile for JetBlue Airways and our very own Plastic Mobile Co-founder and President, Melody Adhami, who will discuss using m-commerce to transform the retail experience.
Basically, this inaugural conference is a must-attend for any retailer with a transaction-based business model and a customer base. Why? Because mobile commerce and transactions represent a huge piece of the puzzle in retailers’ imminent future, with mobile shopping predicted to account for $163 billion of sales worldwide (12% of global e-commerce turnover) by 2015.
The Mobile Transaction and Commerce Summit is an excellent opportunity to get a deeper knowledge of focused trends and hear some practical examples of dos and don’ts from those in the know.
Tweet us @plasticmobile and let us know if you’re attending the MTCS this month.
Our pals at Mashable.com are already looking to a post-mobile world, where these five trends will determine who succeeds and who gets left behind.
1. Augmented Reality - Look in the mirror and what do you see? Today’s weather? Your day’s appointments? Then you must have the latest mirror from Cybertecture, a Hong Kong firm that’s making tomorrow’s smart homes a reality today. We may not all have money to burn on a high-tech mirror, but brands are certainly looking at ways to capitalize on this technology and make it the norm.
For example, the wizards at Corning provided an inspiring look at how touch screens made of glass might soon be seamlessly integrated into our environments. Brands such as Starbucks are already seeing strong revenue from their mobile AR program.
2. The New Biotech - When I say biotech, I mean data comes from everywhere, including from within. Companies like FitBit andNike are finding new ways to record and utilize that data. For now, they seem to be focused on helping athletes (and wannabes) build better workouts, but it’s only a matter of time before brands begin to look more closely at how such data might be used to develop new customer relationships.
Nike has already opened its FuelBand API to allow music platforms to experiment with incorporating personal physical data. As these technologies gain traction and developers look at new ways to leverage information, one day soon we could see insurance companies providing discounts to individuals who share their device data. This would be the equivalent of auto insurers, such as Progressive, offering savings to drivers who share their driving behavior.
3. Consumer-controlled Media – One of the most interesting trends we’ve seen is the fragmentation of ownership. Technology has empowered the masses, and they’re leveraging that power in new ways. If brands want to remain relevant to their audiences, they’re going to have to engage in these contexts and in a media landscape where the traditional publishing model no longer exists. In this not-too-distant future we will watch all of our programming online in whatever form that takes. And we will engage with media that we create (not what the media “owners” create) or remix, re-purpose, and pass along.
4. Multi-platform Marketing - Consumers don’t think in silos, so neither should your company. Prepare your brand to work on multiple platforms. As you do that, consider what unique aspects of your offering, your history, and products will resonate with the consumer of the future?
Communicate your brand’s essence through new channels and devices, in an integrated, cohesive manner. But be aware of how and when they want to interact with brands, and the new possibilities to bring them value and not just marketing noise.
5. Innovation Without Borders - Brands and products are no longer geographically confined in the way they once were, and neither are marketing campaigns. Big brands are increasingly tapping into local talent and culture, testing new approaches in one market, and re-purposing them elsewhere.
Coca-Cola took the best of gamification, Shazam, and the second-screen experience and ran with it in China. Tesco is testing out interactive mobile shopping experiences in Seoul that the U.S. is not quite ready for, technologically or socially. It is clear that in the near future, brands will pitch locally but think globally
While all of the above insights offer a tremendous amont of food for thought for the future, it was the fifth point that struck us as the most interesting. Not only are brands and their marketing campaigns no longer geographically confined, but neither are their users. We can now shop in Japan and talk to friends down under straight from our mobile devices while picking up our morning copy.
What does it all mean, you might ask? A lot. While mobile has stealthily been infiltrating our lives over the past few years, it has also been evolving in ist own right. As experts start to look at future mobile trends, they are more and more recognizing how mobile is poised to transcend our actual devices and start to shape our worlds in other ways, through alternative channels.
Take m-commerce, for instance. Not only has mobile changed the way we are able to shop, allowing us to browse and buy from our smartphones, but it is now gearing up to change the actual brick and mortar shopping experience, with mobile devices powering NFCs so we can pay with a swipe and file our receipts in an app, as well empowering sales people to know more about the customers walking through the door by giving them devices that connect with our devices.
The future is mobile and we can’t wait! Can you? Tweet us @plasticmobile and let us know what you think about Mashable.com’s points, or taking mobile out of the phone and into other devices.
Award-winning mobile marketing agency, Plastic Mobile, recently partnered with the independent, New York City based Luxury Institute in a study to learn more about how wealthy consumers are using their mobile devices and luxury brand applications.
Watch our video of the findings and learn how mobile is set to change the luxury brand retail landscape by working to enhance the in-store experience.
Plastic Mobile was proud to recently partner with the independent, New York City based Luxury Institute in a study to learn more about how wealthy consumers are using their mobile devices and luxury brand applications.
“Mobile has been receiving a lot of traction and excitement in the retail space lately. However, that doesn’t mean there is one mobile strategy that’s right for all brands. The study suggests for luxury it is more about enhancing the in-store customer experience, and using mobile to help strengthen the relationship with the customer,” says Melody Adhami, President and COO of Plastic Mobile.
Some interesting positive facts were revealed in the study, including that nearly all wealthy consumers who have used luxury brand apps report that they have had a good experience with the mobile apps (93%). In addition, 71% report that they feel better connected to luxury brands after downloading and/or using their applications and 64% view luxury brands that offer a mobile application more favorably than brands that do not.
The survey respondents suggest there are a number of features they expect from luxury brand applications, and they believe luxury brands could use apps to enhance the in-store shopping experience. They also thought that providing sales professionals with a mobile application to specify details about products (53%), have the ability to check for sizes and availability at other stores (50%) and in-store product inventory (47%) would enrich the shopping experience for affluent consumers.
Overall, the study indicated a tremendous opportunity for luxury brand retailers to enhance relationships with affluent customers through careful mobile strategy.
Join us next Monday to talk about checkout processes with Ecommerce Camp Toronto for their 9th event! EcommerceCamp is an organization that strives to push the ecommerce space forward. Whether you’re a seasoned veteran or new to the space, this is your chance to learn about the community.
Learn from the experts on their checkout processes as they explore the challenges and how conversion rates were affected.
Who 250+ attendee’s + a great lineup of expert retail merchants including Jacob Kennedy from Sears, Ted Starkman from the The Shopping Channel and more!
The Shopper Marketing Forum, held on Tuesday and Wednesday of last week, was a huge success. Canada’s leading conference for the development, education and advancement of Shopper Marketing had a number of great presentations, interesting speakers and interactive workshops. One of which was basically a lunch and learn. These round table discussions with topics varying from mobile to were one of the show’s highlights. Our President and COO, and resident mobile guru, Melody Adhami, was of course manning the mobile table. Her round table discussion may have actually been the most popular, with all the seats full, and more than five other people pulling up extra chairs just to join in!
One of the most interesting aspects of this conference focused on the changing consumer behaviours, was seeing the distinct limbo the industry is currently in straddling. With a community of senior marketers known for their traditional practices, paired with a group of new marketers who hold a more technologically inclined approach, the world of Shopper Marketing is at a cross roads of transition. However, by including areas like mobile to forums like this, we’re confident that the current divide will get streamlined and that we’ll see a lot more digital shopper marketing in the near future.
Ultimately, the goal of the forum was to enhance the collaboration between manufacturers, retailers and agencies, and, based on attendee feedback and our own conversations, we’re so pleased that they achieved their goal.
A hot-off-the-press comScore report presents the 2012 Mobile Future in Focus – and things are looking good for mobile!
ComScore examines last year’s mobile landscape through “an exploration of key trends driving smartphone adoption growth, mobile media use in categories such as social networking and retail, mobile ecosystem dynamics, and shifts in multi-device digital media consumption.”
From a proliferation of public WiFi access, an insurgence of app usage in health and commerce to the ongoing battle for top mobile platform – now led by Apple and Android – the report shows that mobile has been the hot topic in tech since early last year.
The report is lengthy and covers those myriad avenues of mobile influence, but one thing is consistent across mobile usage and industries: as mobile continues to grow as a part of core comprehensive marketing strategies, it becomes increasingly important for brands to understand how current trends are shaping the mobile environment – and how the mobile space is shaping future trends.
The report does highlight a few interesting emerging trends, one of which is mobile’s advancement of social media users to interact with brands in the commerce arena.
The study found that, by the end of last year, nearly one in every five mobile (smartphone) users scanned product barcodes and one in eight compared prices on their phone while shopping in an actual brick-and-mortar location.
As mobile retail usage grows retailers are faced with the challenge of understanding how audiences interact with their mobile devices while shopping to take advantage of any opportunities to increase customer conversation and conversion.
Of course, gender behaviours varied – as they are want to do – when it came to mobile commerce. Males preferred to do product research on-the-go, while females were more likely to use their devices to share their shopping experience socially (ahem, Pinterest?). The latter finding is interesting considering we think 2012 will showcase and interesting menage a trois for the mobile + commerce + social media equation.
What do you think? Will mobile and social media continue to change the way we browse and buy from retailers? Tweet us @plasticmobile with your thoughts, comments and general mobile musings.
This evening at 8pm and 10pm, catch Amber Mac on App Central as she demonstrates why the Pizza Pizza app has been such a resounding success. Don’t miss TV’s leading authority on mobile walks viewers through the amazingly visual and simple pizza ordering process in just a few simple taps.
Pizza Pizza’s ordering app has been so successful, that we’ve started theorizing the whys? So far, most of us agree that it’s the incomparable UX that is the foundation for its much love.
We can’t wait to watch our app in action so stay tuned in, or just download it yourself for a more intimate demonstration in Pizza Pizza ordering.
Two days, 3,469 Canadian Marketers and one remarkable event. That was this year’s Dx3. On January 25 and 26, the Toronto Metro Convention Centre was filled with tonnes of engaging conversations around Canada’s digital advertising, marketing and retail landscape.
Plastic Mobile was very proud to be a participant in the inaugural forum for Canadian digital innovation.
For me, some of the highlights included, Visa’s touchless payment transaction ice cream exhibit, which not only kept my team full of delicious ice cream, but also demonstrated to attendees the future of NFCs. Visa’s Derek Colfer gave a session on the future of NFC in the Canadian mobile industry, saying that it’s still going to take awhile for things to get going. He cautioned his audience to consider that it took nearly a decade to get the credit card chip and PIN rolled out in Canada, so we shouldn’t expect to see mobile payments rolling out in 2012. Nevertheless, the Visa booth allowed visitors to practice using NFC technology to get some ice cream. Pretty awesome.
Also, Doug Stephens, President of Retail Prophet Consulting, and Candice Faktor of ShopCatch began the second day of Dx3 with an interesting keynote on the retail space. Stephens was a man of the future, looking ahead into retail 20 years from now, whereas Faktor focused on present-day retail. Both speakers concurred that mobile has shaken up the retail industry unlike anything ever before seen.
Another exciting event was the startup “pitch-off” at the Intertainment Media Incubation Zone. Five contestants were given five minutes each to pitch their plan. The winner was the Toronto-based startup, Stylsize, who showcased their very cool online retail mobile solution with its advanced apparel-fitting technology.
Two interesting mobile-related myths that were actively debunked at the show were about group buying and broadcasting apps. There was a charge to make attendees better understand that the emphasis for group buying is not about “will I make a profit?”, rather customer acquisition. And that broadcasters are missing the mark by creating apps that just copy their TV experiences without adding value and making them “Mobile friendly.”
And of course Plastic Mobile was there, bringing the mobile-retail relationship to life with our interactive candy shop, which was the talk of the Dx3 highlight list.
After such a great forum this year, we can’t wait to see what’s in store for 2013.
Plastic Mobile teams up with leading group-buying site TeamBuy to bring the power of shopping to your fingertips – literally! Plastic Mobile announced the launch of the TeamBuy app yesterday in a press release. Our award-winning mobile marketing agency and TeamBuy, a leading Canadian group-buying site, created a channel that allows smart shoppers to get great deals anywhere, at anytime, on the go.
With mobile commerce on the rise and more than 60% of mobile users shopping on their smartphones, the TeamBuy app allows savvy shoppers to get that amazing weekend getaway or a spa-cation deal without rushing to a desktop. The app uses geo-location to offer deals pertinent to the users nearby area and allows TeamBuy users to track their purchases and redeem them directly from any iPhone, iPad, iTouch or Android phone. Built directly into the app, the “Team Bucks” loyalty program ensures users keep coming back to the app for more.
The Plastic Mobile elves are working hard to create a real treat for anyone attending Dx3′s showroom floor. The Plastic Mobile booth is shaping up to be a one-stop-shop for a peak into how mobile really works – more specifically, how it can work for brands in the rapidly evolving world of commerce.
While we are certainly not about to divulge our top-secret booth plan (that’s classified intel), we are happy to give you a little something to nibble on while you wait in bated-breath suspense for January 25th and 26th to arrive so you can burst through the doors of the Metro Toronto Convention Centre and hurry to see what Plastic’s got in store. The tidbit? Don’t sugar coat your mobile initiatives – quality is key to ensuring the best user experience and repeat usage. Stay tuned for more info on Plastic’s presence at Dx3. Are you getting excited? Tweet us @plasticmobile and tell us what you’re most looking forward to.
Every Friday, Plastic Mobile brings you a video blog that answers some of the burning questions surrounding mobile, e-commerce, the future of retail and other exciting mobile topics. Watch the “Queen of Apps,” Melody Adhami, and other industry experts, squeeze their answers into “60 Mobile Seconds” (or, close enough, anyway).
Mobile has been under the thumb of skeptics ever since it arrived on the scene. It’s been a long time coming, but we think Mobile Marketing is finally being taking seriously. Consider these top three examples that support our hypothesis:
1. Brands bringing mobile in house – According to an article in Mobile Marketer, Walmart and e-bay, are following in Amazon’s footsteps and bringing their mobile markting development and management in house. This major move indicates they are ready to take the mobile space seriously: “These acquisitions are a welcome validation that competent mobile executions are critical to a healthy marketing program, and that expertise is in short supply,” said Brennan Hayden, vice president of WDA, East Lansing, MI.
While other big-name brands, like Lexus, who are outsourcing to agencies are still doing it right, these stores are being super-savvy in preventing their competitors from using the same tools. This bodes well for the future of mobile, but has the potential to be bad for business. Thankfully, we know that our quality work validates itself.
2. Brands that aren’t, are going down – Those big names that are not taking steps to incorporate mobile into their marketing plans seem to be feeling the effects of their negligence. For instance, we recently blogged about how e- and m-commerce were partially to blame for the demise of a number of Sears and K-Mart stores after grimm holiday figures.
Furthermore, in 2008, Kate Spade New York was a strugglin,’ but, when Craig Leavitt came on board as CEO, he woke up a sleeping giant and changed its outlook on online marketing. The result? Kate Spade is now one of the strongest brands supporting m- and e-commerce.
3. Facebook hearts mobile – The social networking behemoth was one of the first companies to jump on board the mobile train. They continue to bolster their mobile platform at ever chance they get, and are careful to always listen to their users. Thus, Facebook recently announced a new Comments Box plugin for mobile websites – a feature in high demand by business owners and website proprietors. The new plugin will make it simpler for websites to engage consumers regardless of where they are. Essentially, if the Book is doing it, you probably should be too.
There are countless other examples of how Mobile Marketing has finally grabbed everyone’s attention, but the bottom line is, if you’re not going mobile, you really should be. What do you think? Is it mobile’s time to shine?
The mobile space has set the wheels in motion for its world domination…well, maybe not quite. But we’re getting there according to research firm Berg Insight, which reported this week that mobile is expected to grow from $3.4 billion in 2010 (at a compound annual growth rate of 37 percent) to $22.5 billion in 2016. Yikes! The report suggests that by 2016, mobile will account for 15.2 per cent of all global online advertising and marketing spending.
While mobile has been a bit of a nouveux trend until now, with some savvy and innovative agencies testing the waters, Berg Insight suggests that companies have begun changing their strategies to incorporate mobile into their annual ad plans as a key media component. Rickard Andersson, telecom analyst for Berg Insight, stated in the article from GIGAOM: “The popularity of smartphones and the increasing availability of mobile media that can include mobile advertising are the main game changers. Brands are now progressively embracing the mobile channel, including the entire range of apps from games and entertainment to utility applications.” He suspects that, while in-app ads have been the leaders in mobile marketing thus far, the advent of HTML5 brings traditional channels such as SMS as well as mobile web advertising, back on the table. He thinks that location-based advertising has the potential to unleash the full power of mobile advertising.
Location-based advertising is certainly having a hay-day in the world of mobile commerce, and should continue to be a driver of the mobile ad world. We second the emotion that it would be to a brand’s benefit to find new and innovative ways to employ mobile campaigns to enhance other advertising channels, and vice versa.
A recent InsightExpress study suggests that mobile and print would make a great team. The company found that mobile users are also print junkies: “Based on our findings, it’s clear that brands and retailers should be incorporating mobile into their print strategies,” said Joy Liuzzo, vice president and director at InsightExpress.
Print and Mobile, sitting in a tree…
Liuzzo goes on to say that there’s more to this relationship than just a little QR coding. There are a number of ways to strengthen this bond, including article archiving or sharing and information gathering. The company specifically focused on QR codes and user engagement, finding that smartphone owners who use their mobiles for six or more daily activities were also reading or subscribing to print publications. These users are a hot target for advertisers as they have diverse tastes extending even beyond their reading mediums to any number of lifestyle routines (eating, shopping, etc.). The study found that these people were also more inclined to connect with companies via their mobile devices. “The biggest surprise to me was with the segment of smartphone owners that do six or more activities on their phone every day and their print media consumption,” said Ms. Liuzzo. “This group is both subscribing to, and reading more, print materials than any of the other groups (smartphone or regular phone owners).”
Turns out, traditional print media isn’t out of the game just yet. It just needs to get wiser and learn a thing or two from it’s new young partner. From here, who knows where this dynamic duo can go? What do you think? Are print and mobile a match made in heaven? Tweet us your comments to @plasticmobile.
A recent study conducted by Javelin Strategy & Research and PaymentOne of online and mobile buying behaviours discovered that four out of five consumers would spend more online if there was a more secure alternate method of payment. The survey suggests that online merchants are missing out on an annually, aggregated revenue of $110 billion.
Whoa. Talk about a commerce gap.
An article in cellular-news noted that the survey found that consumers believe – at a whopping ratio of four to one – that direct carrier billed mobile payments are more secure than online credit and debit card digital purchases. Phil Blank, Managing Director at Javelin Strategy & Research, said “If digital merchants simply offered consumers an alternative way to pay, such as mobile carrier based payments, 79 per cent of decisive consumers indicated they would spend more, driving significant new incremental revenue from subscriptions, transactions and purchases. 300 percent more survey respondents perceived carrier billed mobile transactions, where financial information is never shared or loaded onto the phone, to be safer than “mobile payments” requiring consumers to input credit or debit card info.”
While 95 per cent of consumers surveyed had mobile phones, only 36 per cent had used them to purchase something. We suspect that will change very shortly. A note to merchants everywhere: drop your lengthy, arduous credit card forms (known for timing out…grrrr) in favour of a mobile carrier alternative and, well, jackpot, my friend. Jackpot.
To say mobile commerce is changing the way that we shop would be to make a gross understatement. Likewise, we acknowledge as obvious that m-commerce is changing the way retailers peddle their wares. Recently, however, the two sides came crashing together in a clash of seller vs. buyer. The catalyst? The launch of Amazon’s new price comparison mobile app, Price Check, which allows consumers to check Amazon prices against other book sellers. Most small, offline independent retailers immediately balked, jumping on the defense and accusing the online retail giant of unfair tactics.
Much of the retailers’ concern resides in Amazon flexing its marketing muscles by offering additional discounts for using their app. The world’s largest online retailer was offering a 5% discount to entice consumers to check the price of local retailers against the Amazon price – a Fox Books move (You’ve got Mail, 1998) that will put another nail in the “shop around the corner’s” coffin.
Mobile Commerce Daily’s article on the app notes that it is for these exact money saving advantages and benefits that users have embraced their mobile devices for shopping. They also suggest that mobile-driven price comparison is simply something that retailers need to plan and prepare for, and find a way to make it work to their advantage.The advent of new shopping behaviours will only continue to grow as mobile advancement continues to increase. We can’t help but agree. In fact, our COO, Melody Adhami, suggests that smaller retailers would be well-advised to recognize the budget-conscious retailer and accept and cater to their mobile-savvy, instead of resisting it. Fight fire, with fire, so to speak, since all reports indicate that consumers are using smartphones more and more to compare prices.
The Amazon PriceCheck app is a perfect example of how mobile is changing consumer behaviours and m-commerce is putting pressure on traditional businesses to adapt to their modern consumers if they want to stay their roles in a mobile world.
Others, however, are of the opinion that giving shoppers further incentive to gather recon intel from off-line local businesses is a step too far. “Amazon’s promotion — paying consumers to visit small businesses and leave empty-handed — is an attack on Main Street businesses that employ workers in our communities,” said Senator Olympia Snowe, a Maine Republican.
While we empathize with the plight of small local retailers, we can’t help but applaud the mobile initiative of Amazon as the future is change and the time is now to embrace new technologies.
What do you think? Is all fair in mobile commerce and war? Or, is the retail giant’s mobile marketing tactic too guerilla to commend? Tweet us @plasticmobile.
When I was first notified by the Airline Information global organization about the “Woman’s Track” at the Mega Event 2011 that took place in Miami last week, I was intrigued. It was the first time that the concept of female travellers had been addressed at an event of this magnitude.
As we prepared for our presentation addressing customer experience, “What Women Want: The Answer is in Mobile,” we found that the travel market traditionally doesn’t target a male or female segment. Instead, the travel target market is typically shaped by a number of demographic assumptions. We explored the areas of concern for female travellers and found the general consensus to be that airlines in were not necessarily missing the mark with their female targets but were in general missing the mark with the overall customer experience.
Women don’t need pink, fluffy towels…that was clear enough. So, what do women want? As a woman who travels frequently and having attended the full day track on women travellers, I believe myself to be qualified to speak to that. We want what everybody else wants, a little bit of customer service. We want to be valued for our business and even more so for our loyalty. We want convenience, and sometimes that means a little extra baggage allowance. And when we’re flying for business, we want the same care and attention that our male counterparts get, even if that care comes in the form of the flight attendant batting their eyelashes while asking us if there’s anything else they can do to make us more comfortable.
At the end of the AI Women Track presentations (and a few heated debates-talk about a passion point!), the overall takeaway was that by understanding women as a market rather than targeting women as a segment, airlines can ultimately better satisfy not only the 50% of women travellers but also the 50% of the men as well. And, although men as a segment might not necessarily demand softer towels or 600 thread-count sheets, they will certainly appreciate the extra soft benefits (pun intended!).
I’m all for equality, but it doesn’t take studies, surveys and scientific research to figure out that men and women are different. As consumers, we behave differently, have different emotional drivers and we communicate our customer experiences differently than men do. We don’t need special attention, but we do need attention. The differences need to be taken into consideration for the total scope of a marketing plan to include a female segment.
Marketing 101: If your revenue depends on any demographic of a market, you need to study their behaviour, assess their needs and serve them accordingly.
Last year was record breaking for online shopping figures. And according to reports, it seems this year’s numbers are even more impressive. The IBM 2011 Corementrics report reveals some very interesting figures for online shopping and consumer behaviour for the much anticipated shopping days, Black Friday and Cyber Monday.
Sales figures for the 2011 Friday and Monday events increased by 29.3% and 33%, respectively, from 2010. This year, we also expect to see an explosion in mobile shopping. In an interview with TechCrunch, PayPal indicated that they have more than doubled their mobile payments thus far, and might even see the figures triple before the holiday season comes to a close.
Steve Yankovich, the man in charge of eBay’s mobile business operations, stated that they expect to see $5 billion in gross merchandise volume for 2011, and a very strong mobile presence in November and December. The support for mobile is not only coming from the consumer side, but also from the retailers; brands such as Guess and Armani Exchange are implementing mobile express check out options to online retailers to optimize their sites for mobile visitors. All these efforts have enabled sales on mobile devices to soar from the 2010 stats: 3.2% to 9.8% for Black Friday, and 2.3% to 6.6% for Cyber Monday. A staggering 10.8% of people used a mobile device to visit a retail website on Cyber Monday; even more interesting is the behaviour of these mobile shoppers. IBM’s data reveals:
Mobile shoppers demonstrated a laser focus that surpassed that of other online shoppers with a 41.3% bounce rate on mobile devices versus online shopping rates of 33.1%.
Although Black Friday and Cyber Monday are usually perceived as the two highest grossing days for holiday online shopping, there is still plenty of time to go. December hasn’t yet arrived, so it will be interesting to see what sort of mobile figures develop by the time we ring in the new year.
Imagine how convenient it’ll be to make payments at restaurants or stores with your iPhone or iPad! Imagine how great it’ll be to have a fast checkout process and not have to wait in line. According to Bloomberg’s report, Apple’s next iPhone and iPad are expected to have NFC technology.
NFC technology (near field communication) that is gaining popularity, allows various forms of data transfer between the iPhone and other NFC capable devices. NFC technology receives and sends out information at distances up to 4 inches. This means iPhone and iPad users will soon be able to make payments using NFC.
The key to this is iTunes, or better say the payment system within iTunes that is already in use by millions and millions of people around the world. By entering the payment service market, Apple has a massive opportunity. By including NFC into its iPhone and iPad, Apple could use its existing iTunes accounts and give consumers an alternative to traditional financial services by Visa, MasterCard and PayPal.
Right now, Apple has launched a prototype for the payment services by allowing smaller businesses to scan NFC-enabled devices. Upcoming versions of the AT&TiPhone and iPad 2 are expected to have the technology enabled and the technology is anticipated to be available by mid 2011.
If Apple can nail NFC and tie it directly into their iTunes payment system, it could change everything. This can be an evolution of the payment system within iTunes.
This could be the greatest tactic they’ve ever pulled. Is it possible that Apple and iTunes will replace Visa and Mastercard? From our perspective, it seems unlikely that they will go that far due to the complications and the financial burden associated with giving consumers credit. But I guess we will never know how far they will go and we will just have to wait and see!
There are a few fundamental differences between m-commerce and e-commerce in terms of their origins, technologies and the nature of the services they can offer. Not to mention the way people choose, buy, access and use mobile apps is different from the way they behave on the web.
Unlike PC users, mobile users are on the move, in a hurry and easily distracted. They want the service they’re looking for right here and right now, without long instructions, long installation or loading time.
Although the marketplace for mobile apps is still relatively young compared to web, it is rapidly growing. The development of e-commerce was due to the rapid growth of the Internet; the growth of mobile segment is due to its convenience, ease of use, and sophistication of smartphones.
On the world wide web, much is given away for free or at discount prices with the hopes to monetize sites (using ad revenue) based on traffic. M-commerce however, is rooted in paid-for-service in the mobile phone industry where business competition is growing in Canada, especially with introduction of new entrants such as Wind Mobile, Public Mobile, Mobilicity, and so on.
An extension or explosion?
Many might think of m-commerce as an extension of e-commerce; we however believe that it’ll definitely have a greater impact on the daily routines of consumers and more importantly the businesses. It’s more an explosion than an extension primarily because:
People have a more intimate relationship with their Mobile phones vs. their computer.
Mobile phones are not limited by location and by their very nature, are everywhere.
Mobile devices are filing up “boredom time” on the go that retailers have never before had access to.
Tempting mobile trends are constantly introduced to more than ever before sophisticated mobile devices. In a nutshell, mobile is hot!
M-commerce is supposed to enable us to buy everything from anywhere over the Internet without the use of a PC.
M-commerce is not limited by the same barriers initially faced by e-commerce in the mind of users. For example, users do not have the same level of apprehension providing their credit card details digitally as they did with the first wave of e-commerce. The analogy I like to use is, M-commerce is like the younger sibling of e-commerce: e-commerce dealt with all the hardships and paved the way for m-commerce to lead a fairly hassle free journey with the consumer.
M-commerce, E-commerce, how they differ?
High cost is one of the major characteristics of m-commerce. In the telecom world, users pay for airtime as opposed to almost free internet access in the e-commerce world.
In m-commerce, the services are usually delivered to a specific region, via wireless providers. In e-commerce on the other hand, the wide accessibility of the internet makes any service globally available.
In contrast with E-commerce, M-commerce applications are rather simple, more personalized, location-specific, and time-sensitive.
A mobile device usually accompanies a person wherever he or she goes; therefore m-commerce creates a more intimate relationship with the user than other mediums.
For time sensitive, simple transactions such as movie ticket purchases, banking, and travel reservations, m-commerce is seemingly more useful than e-commerce.
For location-based applications such as traveler navigation, emergency response, and etc, m-commerce tends to be better as it is not limited to being in a place with a computer or laptop.
In general we believe that we can categorize internet based e-commerce into B2C and B2B, while classifications to m-commerce are P2P (Person to Person) and P2S (Person to System).
Although many companies believe mobile commerce is still blossoming, mobile users’ increased adaptation to smartphones should be an emergency awakening call for businesses. Retailers should start outlining the right strategy for themselves: view the mobile space as an opportunity to influence consumers’ buying decisions and learn how to take advantage of the opportunity.
That’s okay. We’ve put together a package that will help solve all your M-commerce needs!
As your welcome package to the mobile tech world, we’ve summed up the 10 basic MUSTS you need to know before implementing M-commerce as your survival guide. We wish you good luck on your mobile journey & we are sure it’ll be an interesting, constantly evolving, and highly competitive one.
Your neighbourhood friendly mobile experts,
Top 10 Musts:
Know who your consumers are, how you should reach them, and how, when & why they use their mobile devices.
Know what you want to achieve through mobile commerce. Have an objective – yes, we are aware of how simple that sounds, and yet how daunting the task really is.
Pay attention to security concerns. Consumers are still wary about purchasing online which makes them even more resistant to this medium. Instill confidence in your users by developing a secure application form a reliable source, like us. We’re okay with shameless self-promotion.
Allow for quick-fill capabilities during the checkout process to let users rapidly enter billing and shipping information.
Make sure your site is accessible via any mobile device, as some consumers may start with their mobile browsers, rather than an application.
Offer Mobile-based loyalty programs & rewards. Consumers like incentives, especially when you’re trying to get them to use a new platform.
Ensure that your mobile applications have the ability to keep up with the changing capabilities of each device. Keeping up to date is key in this space.
Provide a quick, seamless M-commerce experience. Shoppers expect the experience to be seamless and simple. If you create a good user experience, you’ll get repeat visits and sales.
Make sure the mobile commerce system configures well with the existing systems. learn the lessons of mobile commerce from others who did it right or wrong.
Have a clear understanding of differences between m-commerce and e-commerce. For more information go to our post on e-commerce VS. m-commerce.