Embracing Mobile First

EMBRACING MOBILE FIRST

Why listening to your customers is an imperative

Jochen Toppe VP Product Management

CoreMedia @jochent

linkedin.com/in/jochentoppe

A LITTLE BACKGROUND

About CoreMedia Delivering experience management solutions for global brands, e-Commerce, media, and telcos. !About Me Bringing high-profile brands online for the past 17 years, across multiple continents, companies, and roles.

YEARS OF INNOVATION

CUSTOMER RETENTION AFTER 18 YEARS

PERCENT OF GERMAN MEDIA TRAFFIC

INNOVATION CYCLESSource: Datastream

Source: “The Age Of The Customer Redefines Technology Management Archetypes” | April 2014 | Forrester Research, Inc.

THE AGE OF THE CUSTOMERRedefining how business is won

WHERE IS THE CUSTOMER?

WORLD-WIDE MOBILE SUBSCRIPTIONS

460 million

164 million

422 million

168 million 895

million

303 million

Mobile Broadband Subscriptions Fixed Line Broadband Subscriptions Data: Mobithinking

3:1Mobile Outweighs Fixed Broadband

JANUARY 1ST, 2007

Images: Wikimedia

US MOBILE USAGE

GERMAN MOBILE USAGE

!82 million people!113 million mobile

subscriptions !Massive growth !

Data: AGOF

Source: comScore

2014THE INTERNET IS EVERYWHERE

Images: Wikimedia, Motorola, Claudia Regina@Flickr

USAGE PATTERNS ONLINE

Source: Mobify

ATTENTION SPANS

Source: Mobify

THE CUSTOMER JOURNEY• Customers can be at any point in their journey

• They can pop in and out at any point, any device

• The journey is not completely linear!

• How to move the customer to the next step?

Awareness Engagement Shop/Browse Purchase Service Loyalty

Customer Experience

Journey

Can you identify your customer across channels? ?

Can you target to your customer !

- by device? - by place in consumer journey? - by interest? ?

Peter Sheldon and Stephen Powers Forrester Research, Inc

“It is no longer enough to enable an online catalog and transactional eCommerce:

Today's marketers want to tell brand and product stories through the deep

personalization and contextualization of content and interactive digital experiences. “

DRIVING TRAFFIC

!Paid Media

Prospects

!Owned Media

Buyers

!Earned Media

Advocates

!

!

76%  Of consumers will not shop on a bad site

26%  Will not do business with that brand

!!!!!!!Brian Walker, “Welcome to the Era of Agile Commerce, Forrester, March 2011

BRAND CONSISTENCYAcross countries, devices, campaigns, and channels

FRENEMIES?

•  Web store •  Structured

•  Drive sales •  Transact •  Improve ROI •  Repeatable

•  Build brand •  Innovate •  Increase Impact •  “One-and-done”

Marketing E-Commerce

•  Digital Marketing

•  Unstructured

Customer Experience

BREAK DOWN SILOSYour Customers don’t want them

Image: Flickr, Doc Searls

EMBRACING MOBILE FIRST

–Eric Schmidt, 2010

“What’s really important right now is to get the mobile architecture right. Mobile will ultimately be the way you provision most of your services. The way I like to put it is, the answer should always be mobile first. You should always put your best team and your best app on your mobile app.”

DEVICES!? ORIENTATION!?Where do I start?

RESPONSIVE DESIGN

• Embrace fluid layouts • Create layouts (CSS styles)

that dynamically adapt themselves to the form factor

• Native query capabilities introduced in CSS 2.1 – Responsive happens on the front-end!

• Design based on flexible/fluid grids

Images: CoreMedia

TASK FIRST• What are the main tasks my users perform on my

site?

• Are any tasks more predominant on mobile?

• Focus and then start adding with more screen real estate

ADAPTIVE DESIGN• Follows Progressive

Enhancement

• Can leverage device and user information to personalize user experience

Images: CoreMedia

FLUID GRID LAYOUTS

ADAPT THE DESIGN

SET THE FOCUS

APPS• Responsive web site should

be your starting point

• Apps make sense where the site is not enough

• Hardware-interaction

• Gamification, etc

• Look at your customer base!

Source: Forbes / Flurry

MOBILE FIRST• Embrace mobile as your

primary consumer touchpoint

• This touches the entire project lifecycle!Requirements UXContent Strategy

Implementation Testing

WHAT ABOUT EXISTING SITES?

!Separate m.

site?

!Mobile-First

Rebuild?

!Responsive Retrofit?

WEBSPHERE COMMERCEFeature Pack 7

(and a little CoreMedia)

AURORA IS RESPONSIVE

Images: IBM

UNDER THE HOOD

• Commerce Composer

• REST API-driven e-Commerce

• Session Sharing

Image: Wikimedia Commons

WIDGET-BASED AUGMENTATION

HYBRID CAMPAIGNS AND STORES

• Full session sharing between store and CMS-driven experiences

• Real-time integration including catalog, pricing, inventory, and personalization

QUESTIONS?

For more information:

• Visit CoreMedia at Booth G-4

• Visit IBM in the Commerce & Supply Chain, Innovation areas