We’ll discuss mcommerce and the focus on the mobile web or mobile apps from a user experience perspective. ECommerce and mCommerce solutions require development of the product as the interface between customer and a buying experience, and in most cases it doesn’t matter if there’s really a product behind it. The mobile site is intangible, constantly changing, and delivery is different for the product manager – to the extent there’s incorporation of design simplification, key result focus, and the importance of defining what the true business objectives are. Beyond requirements, user stories, or just a functional site, mCommerce may drives a very different focus. We’ll look into the how the mCommerce experience needs definition, the business case within the retail spectrum, and challenges in decision making that are somewhat unique to mCommerce – such as executing a mobile first/responsive design solution or enabling a mobile web vs. building an app. We’ll bring in some mobile stats, a bit of common sense, and apply it to the mCommerce universe – specifically for the retail market. Lastly, we’ll take a look at trends in mobile shopping to see real world application.

1. M . F L U X
W H E N Y O U R P R O D U C T I S T H E E X P E R I E N C E
A N A N D A C H A K R AVA RT Y 2 0 1 4
P R O D U C T C A M P B O S TO N

2. M C O M M E R C E M A R K E T
• $263 Billion
• $42 Billion M C O M M E R C E 1 6 %
• $18.5 B • $38.2 B
E C O M M E R C E
S M A R T P H O N E
S H O P P E R S• 124.8 MM
2 0 1 3
2 0 1 4
1. E M A R K E T E R E S T I M AT E S 2 0 1 4

3. M O B I L E G R A B
T H E N E W E M P I R E ?• Mobile Web
• Mobile Search
• Betting on core, not Android
S T I L L T E D I O U S
M O B I L E A D M K T I S W H E R E T H E I R M O N E Y I S !

4. M O B I L E G R A B
O V E R 1 M M A P P S
A VA I L A B L E A T
E N D O F 2 0 1 3
M U LT I - F U N C T I O N
N E E D S A D O P T I O N
• Mobile App Store
• Still betting on Passbook

5. R E TA I L E R S D I L E M M A
E C O M M E R C E G R O W I N G ,
B U T N O T I N A P P S
• Responsive design - y/n?
• Mobile website vs App?
• How much to invest - follow or lead?

6. M . S I T E
• No downloads, app stores
• Cross platform - responsive
• SEO-reach

7. A P P S
2 X
• User experience - the key
• Faster
• Offline and online

8. T H E U S E C A S E S
1. M O B I T H I N K I N G 2 0 1 3
Social users prefer apps 54%
News web 63%
Music apps 55%
Games apps 61%
Video web 58%
Sports web 67%
Product reviews web 78%
Maps/directions apps 52%
Banking web 58%
Shopping - users prefers mobile web 61-81%

9. R E TA I L C U S T O M E R S
• Leaning to mobile Web
• Mobile Search not quite locked
• Mobile wallet is the Grail
S O H O W D O Y O U
D E S I G N F O R T H E M ?

10. D E S I G N
• Form factor
• Proving the POV
• Prototyping
• Business focus
• Channel drive- omni
• Customer Research
• Coupons/price
• Seamless CKO Xaction

11. T H A N K Y O U
• Ananda Chakravarty
• Twitter @achakravarty
• LinkedIn anandachakravarty.com