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m-commerce – some big stats!
Impulse culture – by 2015, over half of consumer spending will be immediate and
opportunistic (2008 Henley Centre)
21.4 % of people supporting the survivors of the Haiti earthquake did via text.
7% of donations were made via a mobile phone.
70% of mobile internet access takes place in the home
87% of users access mobile internet more than once a day (Source: Buzz City/
GoMoNews Feb 2009)
2012 the number of mobile payment users -190 million, 3 % of total mobile users
worldwide (source: Gartner Research)
$200 billion of digital and physical goods globally by 2012, compared to just less than
$100 billion this year (2010) [source:Juniper Research]
4.5 billion apps will be downloaded in 2010 across all platforms, generating $6.8 bn of
sales [source:Gartner Research]
2014, 90% mobile penetration rate and 6.5 billion mobile connections predicted and 3
billion of the world's adult population will be able to transact via mobile (source: Gartner
Research)
and this… to pay for goods
or services
use this…
you’re familiar with POS…
you may not be familiar with this…
and this… to pay for goods
or services
use this…
what concerns consumers?
Ease of use – simplicity is key especially for payments
Security / privacy
o Reading credit card details out in public
o Reading credit card details out to call centre staff
o Security and commercial risk of funds in an e-wallet
o Java software apps – virus risk, maintenance…….and hassle
o Data stored on the phone – what happens if mobile is stolen – identity theft and
fraud
Trust – responding to brands they engage with
Cost
Mobile site or apps (or both)?
The number of mobile applications available has grown dramatically
iTunes :
o April 2009 1 Billion. Jan 2011,10 Billion
Android App downloads have now overtaken iOS App downloads
There is an opportunity to make direct sales from Apps work for retail brands
Mobile websites allow customers flexibility in how they interact with a brand
o Impulsive
o Responsive
Mobile websites can be accessed from most handsets
o communicating with a much broader market than Apps
Combining Apps and Mobile websites can = powerful mobile engagement strategy
Frictionless payments
A mobile device is another channel to engage brands. Customers expect to have the
same experience on mobile as they do on the web
Customers often let down by payments on mobile - 40% reporting they abandoned
mobile sites
Customers expect to be able to pay in the same way as they would from any other
online point: using their credit or debit cards, without pre-registration
Customers expect the payment mechanism to be easier than their experience on the
web - they want a simple single click payment process.
Customers want to replicate familiarity and security found online
the mobile payment eco-system
Mobile devices are merely another channel to engage brands
Should provide the same experience on mobile as the web
Direct operator billing, premium SMS
E-wallet systems
NFC
Credit and debit card payments
Key innovations in mobile payments
Payments charged directly from credit or debit cards as online experience giving
customers more choice on payment methods
PCI DSS Level 1 (Payment Card Industry Data Security Standard) which means you
can hold credit card details to create a single click payment system
The ability to recognise and adapt the payment view for the particular handset,
optimising the customer experience and streamlining the journey to the checkout
No downloads or data stored on the phone
No pre-registration or wallet required by the consumer which means they can
respond directly to advertising and direct marketing campaigns
No purchase value limitation – no micro-payment constraints
Does it work, what's in it for me?
Increase revenue
o 23 million Brits have used mobile phone to make payments/redeem coupons/
research products and services, (IAB Research). 51% of British mobile phone
owners
o Retailers - Marks & Spencer, John Lewis, Tesco and Debenhams have
announced major mobile initiatives in the last quarter. ASOS, John Lewis and
Marks & Spencer have developed mobile sites on the .mobi platform
o 59% of retailers expect their mobile revenues to increase over the next 12 months.
94% see it as a real opportunity for their business
Improve conversion rates
o FOSSIL - "We increased our conversion rate through the mobile channel by 30%
just by improving mobile usability...We also saw increased revenues of 43% on
mobile devices for the holiday period”
Cont’d..............
Create a targeted and focused marketing campaign
Increase marketing efficiency using the phone unique characteristics such as Geo
Location or SMS
o Targeting location-specific audience by city or region
o Google says local intent is behind one third of mobile searches
paythru summary
paythru works with any phone, on any network and handles all major international
currencies
Customers simply enter credit card number, expiry date and mobile number
Extra information such as Gift Aid or Promotional Codes can be collected
paythru collects the data, handles the transaction and pays the funds into your
merchant account – immediately
paythru gives merchants higher conversion rate
It is secure, no data stored on the handset.
Customers can shop with multiple merchants once they have used paythru for the
first time
