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Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011
- 1. Delivering on the Promise of M-Commerce
Perspectives on Emerging Opportunities
April 2011
Dr. Phil Hendrix
Founder and Director, immr and GigaOm Pro Analyst
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org
1 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 2. Mobile Fosters Communications, Interactions and Transactions
Consumers
60% of traffic on the
mobile internet in the
US is to Social
Networking sites.
Social
Media
U.S. Mobile ad Two out of three
revenues: mobile phone users
CAGR 43%, will use their devices
USD3bn by 2014 while shopping this
holiday season.
Mobile Mobile
Advertising Commerce
Brands Merchants
Sources: immr; Ground Truth; BIA Kelsey; Nielsen/Yahoo
2 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 3. Using Mobile to Enable, Enhance and Engage with Customers
Mobile Devices, Applications and Platforms
Enable
(Improve
Customers’
Experiences)
Engage Enhance
(Deepen Customer (Delight
Relationships) Customers)
3 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 4. Mobile Devices and Apps as Concierge
Illustration for a Restaurant
Pre- During Post-
Visit Visit Visit
What
Guests
Illustration
Do
Restaurant Customer – Basic Process
Arrive Park Check- Wait Order Pay
in
Mobile
Apps
Get Find Check-in Wait Specials/ Pay
Directions Parking Time Order
Enable Customers to Share
Where I am Who else is there
Favorite dishes How’s the service
4 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 5. Consumer Behavior and M-Commerce
Passive Active
Consume Discover Compare Buy
Products, Needs/ Products, Products
Services, Wants, Brands, and
Media† Solutions Merchants Services
Interacting and Sharing
with Other Consumers
M-Commerce
†Including POEM (Paid, Owned, and Earned (e.g., Social) Media)
5 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 6. The M-Commerce Ecosystem – Rapidly Evolving, Expanding
6 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 7. State of M-Commerce – Fragmented, but Quickly Consolidating
Mobile
Shopping
Mobile Mobile
Payment Funds
Transfer
Mobile Mobile Mobile
Offers Commerce Advertising
Mobile Mobile
Booking Rewards
Mobile
Coupons
7 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 8. M-Commerce – An Enormous New Business Opportunity
Highest Value Mobile
Shopping
Mobile Mobile Funds
Payment Transfer
Mobile Mobile Mobile
Offers Commerce Advertising
Mobile Mobile
Booking Rewards
Mobile
Coupons
8 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 9. Platform Leaders Uniquely Positioned to Lead in M-Commerce
Consumers
“A world-class
M-commerce platform
enables and enhances
exchanges between
consumers†, brands and
merchants.”
Brands Merchants
†National and local
9 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 10. Enabling M-Commerce – “The Flywheel”
Distinctive M-Commerce Capabilities
User Hyper- Ambient
Control local Aware
Optimization Signals Bricks &
at Scale in Social Clicks
10 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 11. Key Capabilities of an M-Commerce Platform…
Secure Sub-meter accuracy Real-time integration
Transparent Indoors/urban canyons Live data (weather, traffic, etc.)
Opt-in, granular controls Any mobile device All geo-coded, overlaid
User Hyper- Ambient
Control local Aware
Search
Display
Offers
Optimization Signals Bricks &
at Scale in Social Clicks
Real-time optimization Real-time semantic analysis Real-time inventory, prices
Search, display, offers Highly accurate Price comparison engine
Data from 10k+ sources Influencer analysis Transaction history
11 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 12. Platform Must Enable and Enhance Consumers’ Experience
Leveraging Intelligence† Delivering Relevance
Who I am…
What
I Like Where I am
What I What’s
respond to Nearby
What I’ve What’s
bought going On
Where Where
I’ve been What I’m going
I need
†Always with full transparency, cooperation from the consumer
12 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 13. Picking the M-Commerce Winners
13 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 14. Dr. Phil Hendrix – Bio
Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very
new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping
organizations identify, verify, and capitalize on opportunities for products that are new-to-customers
and very often new-to-market. Dr. Hendrix has developed perspectives and research-based tools to
uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate
purchase, and determine features and pricing to maximize market penetration. He has extensive
experience adapting and applying research approaches, both qualitative and quantitative, to amplify
Dr. Phil Hendrix weak market signals and help clients innovate successfully.
Director, immr Phil has led significant engagements with numerous startups (such as Company.com) and multiple
www.immr.org business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson,
+1 (770) 612-1488 and others), financial services (American Express), transportation (UPS), insurance (Allstate, United
phil.hendrix@immr.org Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with
senior management and client project teams on issues ranging from “traditional marketing”
(segmentation, positioning, branding) to innovation, user experience, and customer retention. Over
the course of his career, Phil has helped clients conceive and successfully launch dozens of new
products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He
is also a frequent speaker at industry and academic conferences.
Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to
his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with
Mercer Management Consulting. He has held faculty and research positions at Emory University and
the University of Michigan, where he taught courses in research design and analysis, buyer behavior,
and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD
in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied
statistics and mathematical psychology.
Overview and excerpts from Phil’s recent publications are available at Slideshare
(www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.
14 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 15. immr Helps Clients Verify and Capitalize on Market Opportunities
15 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 16. Dr. Phil Hendrix – Recent Reports and Publications
Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/
16 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org
- 17. Recent Presentations, Conference Participation
Workshop – Monetization If we build it, will they
Models for Location, Augmented come? Consumer Demand
Reality and Context Servicesa and Preferences for Tablets
April 28, 2010 – San Francisco in the iPad Erac
Oct. 5, 2010 – San Francisco
Dealing With The Data Tsunami: WCA Presents: What’s Hot
The Big Data Panela about LBS?a
June 23–24, 2010 – San Francisco Oct. 8, 2010 – San Francisco
The Futures of Location-based Local at the Bleeding Edge +
Servicesa Making Money with
The Future of Geo-loco Location-Based Servicesa,b
Investmenta Nov. 3, 2010 – New York
July 21, 2010 – San Francisco
Build Sustainable LBS Business Visions for 2011 –
Models for 2011 and Beyonda M-Commerceb
Sept. 14 – 15, 2010 – San Jose Wireless Technology Forum
Nov. 18, 2010 – Atlanta
Trends and Numbers - Where is Are Tablets Taking Over?a, c
It All Goingb Wireless Technology Forum
Sept. 29-30, 2010 – New York March 18, 2011– Atlanta
Apps vs. Web: The Fight For The Market Outlook for Tabletsc
Futurea Future of Tablets Conf.
Sept. 30, 2010 – San Francisco March 22, 2011 - Orlando
a b c
Moderated session/panel Participating on Panel Presenting
17 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org