Mobile Commerce for the Holidays
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Ubiquitous connectivity beckons this holiday season, bringing with it a new wave of Mobile Commerce (M-Commerce). Consumers can soon expect SMS and MMS coupons, the ability to run price comparisons in real time while at the store and even mobile phone shopping from the comfort of home. According to a recent Yankee Group survey, 14 percent of consumers are interested in mobile transactions, and an additional 18 percent say they may be interested. Yankee Group predicts the mobile coupon market will reach 2.5 million North American consumers by 2013, ballooning the dollar-amount of the market to $2.3 billion. In this webinar, Yankee Group analysts Jon Paisner and Andy Castonguay reveal further trends from our consumer surveys and explore the devices, conveniences and challenges of M-Commerce as mobile is integrated into the retail shopping experience this holiday season.
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Mobile Commerce for the Holidays
- 1. Mobile Commerce for the Holidays Jon Paisner Senior Analyst Andy Castonguay Director © Copyright 2009. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com Nov. 17, 2009
- 3. Poll 1 This holiday season, will you use your mobile phone to compare prices or product information? Poll 1
- 4. Future smartphone brand Base: People who say they are very likely to likely to buy a multimedia handset
- 5. Strong demand for advanced OS devices is driving the growth of that segment, at the expense of others How Likely Is It That Your Next Mobile Phone Will Be a Multimedia Device with a Data Plan? Total Device Volumes (in Thousands) 32% 27% 9% Source: Yankee Group Anywhere Consumer: 2009 U.S. Survey Suite, Wave 1-6 Very Likely 16% Likely 16% Unsure 29% Not Likely 21% Very Unlikely 18%
- 6. As smartphones go, so will feature phones WiFi CDMA EVDO revA 3G HSPA ARM1176JZF 620MHz Qualcomm MSM7201A 528 MHz Processor Device Samsung Instinct Qualcomm MSM7600 528 MHz Blackberry Bold Storm Connectivity Palm Pre N97 “ Smart” feature phones will drive significant volume Apple 3G iPhone HTC G1 Laptops Netbooks 3G Smartphones 2G Phones MIDs
- 7. Monetizing mobile services Base: People with a mobile phone Communications-centric, not entertainment-centric
- 9. U.S. smartphone app store revenue will exceed $4.2 billion in 2013
- 11. Poll 2 How do you plan to use your mobile phone to compare prices or product information? Poll 1
- 15. Evolution of mobile coupons
- 16. Mobile coupon interest increases with annual household income The higher the income, the higher the interest in mobile coupons. Regardless of whether the consumer is sent an MMS, SMS or a bar code.
- 17. Consumers don’t care about the mobile coupon delivery method, as long as it’s free Base: Anyone who would consider mobile couponing
- 20. Poll 3 If you plan to visit a mobile Web site to compare price or product information, where will you go? Poll 1
- 28. Jon Paisner, senior analyst Andy Castonguay, director Upcoming Yankee Group webinar: 2010 Predictions – Dec. 15, 2009 Register at www.yankeegroup.com Thank you!
Notes de l'éditeur
- Consumers pay for communication services (SMS, MMS, email) and access (mobile internet) but not necessarily applications.
- Starbucks 2D barcode: top up prepaid card and pay at the point of sale (PoS) with a barcode All authentication is run through the processor; Starbucks receives payment from the issuing bank and has no additional risk Requires no interaction with MNO, handset OEM or TSM Run all authentication through PoS infrastructure Creates a problem is consumer has to top-up but has no mobile signal but mobile internet and SMS are too unreliable to be integrated at the PoS On a pilot basis, available at 16 stores in the Valley and Seattle area Replacement for lost/stolen phones Launched a 2 nd application nationwide to check balances and reload Slows the que when consumers don’t have enough balance on the gift card Average rating of 3.5 stars with 2165 ratings in the Apple App Store 28% only gave 1 star because consumers are having login issues
- The quality of the camera phone is a determining factor Autofocus is now standard on most phones The size of the code proximity isn’t an issue Screen distortion can be a problem Plastic skim holders can cause problems 30% of the screen must be read Multiple code types require multiple application readers Should the consumer be forced to recognize the difference between a QR Code, EZ Code and Datamatrix Code? Consumers require a single reader for all types Ex: App store reviews Accessing coupons, whether through SMS or WAP must be instantaneous if at the point of sale Consumers cannot waste time at checkout searching for the coupon
- Key Drivers Income level of consumer skews to the higher end income earners Availability of data packages 61% of SMS, MMS packages 22% have data plans and can search & download coupons through the mobile internet Personalized coupons see higher redemption rates, mobile enables that QR codes are a zero cost approach, no licensing costs from the patent holder Key Inhibitors What happens when a campaign is run and the advertiser wants to change vendors? Who owns the codes? Example: Premium SMS (PSMS) shortcodes owned by the aggregator not vendor Requires a national clearing house model, similar to number portability Companies like Neustar and Telcordia run number portability registries today Integration at the point of sale Cost of redeeming coupons Queue management Consumer understanding of the code types
- Advertisers and Merchants are wading slowly into the mobile channel Understand the success factors of paper and digital coupons and are proceeding slowly Merchants are quite concerned about redemption at the point of sale Failure rates are too high for barcode scanning Alternatives exist to eliminated scanning by linking to a loyalty program Example: Kroger / Cellfire campaigns Integration into a loyalty program is expensive and time consuming, should you just invest in NFC? Market isn’t open, too many closed code types and app readers This is changing with current industry announcements and dropped litigation
- The time is here, mobility should be integrated into your 2009 holiday season In 2010, mobility will need to be a vital part of your holiday campaigns and will include payments Launch SMS for push and 2D barcodes for pull campaign Campaigns using both methods will reach more people with limited additional expense A single vendor can support both methods Do not charge consumers to receive MMS/SMS messages if they do not have a messaging bundle Create time sensitive and personalized campaigns but don’t try to combine offers and sales directly through the mobile channel Use mobile as a way to drive store traffic for specific campaigns, but conduct transactions through traditional payment methods Integrate with loyalty programs to limit the redemption at the PoS or provide discounts on monthly card statement