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Yoc camerjam mobile finance masterclass

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Yoc camerjam mobile finance masterclass

  1. 1. Adding value through mobile web services
  2. 2. why mobile web
  3. 3. where are your customers
  4. 4. why mobile Global Mobile vs. Desktop Internet User Distribution 5) [User m] web Mobile browsing projected to outstrip desktop by 2014! Source: Morgan Stanley Research, April 2010 High speed mobile networks and an increased distribution of mobile data-flat rates
  5. 5. advertising why mobile In his Mobile World Congress keynote address, former Google CEO Eric Schmidt describes the mobile ecosystem as a confluence of computing power, connectivity and cloud computing, and proclaims a new focus for the industry: “putting mobile first” Eric Schimdt, outgoing CEO Google at the World Mobile Congress 2011
  6. 6. UK penetration of mCommerce Mobile Media •Downloaded and used a mobile app 45,000,000 mobile •Downloaded a ringtone, music track. phone users aged 18+ •Used social media in UK •Accessed the internet/any website •Purchased a product or a service 26,545,00 mobile media users (59%) M-Commerce •Used mobile for research for purchasing 22,950,000 use •Used mobile for enhancing a purchasing M-Commerce experience (51%) •Paid for something on mobile straight to bill •Paid for something on mobile via card/bank/PayPal Source: IAB Consumer M-Commerce Study October 2010, Comscore August 2010 Base – All mobile users (1039)
  7. 7. mobile as a percentage of E-Commerce 6.3m people 30.2m people visited visited commerce commerce sites on the sites on the fixed line internet in mobile December 2010 internet in December 2010 Mobile makes up 17% of the total UK E-Commerce audience (duplicated) Source: ComScore
  8. 8. latest industry data •Ebay saw £2.1 million spent on its UK mobile site on 12th December 2010 •Clothing and accessories represented 13.8% of that total •ASOS generated £1 million of sales on its mobile site in December 2010 Source: NMA 21/1/20211 Ebay
  9. 9. the challenge The mobile market is fragmented and constantly evolving… Hi Paul, Vielen Dank für die 1983 2000 2007 2010
  10. 10. one scalable solution delivering a premium user experience MOBILE INTERNET
  11. 11. CosmosDirekt case study CosmosDirekt is one of Germany’s largest insurers They offer a full suite of financial services including banking, pensions, travel, car & home insurance.
  12. 12. business case for mobile Web analytics showed 3% of traffic coming to CosmosDirekt’s travel insurance “quote & buy” website was coming from mobile 99% bounce rate from homepage from mobile CosmosDirekt decide to develop a mobile solution to meet customer demand
  13. 13. analysis of requirements How did CosmosDirekt approach the project; Competitor analysis Online content 1-2-1 customer assessment research Target market Evaluate behavioral technical analysis infrastructure
  14. 14. developing a mobile strategy Three phased mobile strategy Develop “quote & buy” Develop a claims mobile site for their Develop “quote & iPhone app to enable buy” mobile sites for travel insurance customers to log & product to enable other insurance consumers to submit details of a categories & mobile purchase a policy on claim with their banking solution mobile. mobile
  15. 15. full “quote & buy” mobile site Product info page Data input Quote T&Cs Payment page
  16. 16. how did we integrate? Dynamic Proxy Transcoding - use website as the content source No internal IT resource requirement Filter relevant content for display on mobile FIT ML PRESENTATION LAYER CONTEXT LAYER
  17. 17. seo, sem, email marketing 80% of all traffic from search Seamless mobile experiences from search results and email campaigns Product level mobile redirects ensure that the user is automatically redirected to the relevant mobile page (rather than the standard desktop version)
  18. 18. other channels to promote the site
  19. 19. phase two iPhone application CosmosDirekt Help iPhone app developed enabling users to; Log & submit claim details. Users can take photos, voice recordings & mark the GPS location of an accident, then submit with one touch Also includes emergency numbers & fuel calculator
  20. 20. results Over 15,000+ travel policies purchased since launch in September 2010 Thousands of downloads of iPhone app in first month 700% increase in mobile web traffic since launch of mobile site Work under way to develop “quote & buy” mobile sites for home & car insurance products
  21. 21. Improve customer satisfaction stimulate brand loyalty reducing operational costs
  22. 22. Postbank: full mobile banking site Account summary Account balances Make a payment Standing order
  23. 23. Central “pregnancy Info” iPhone app Monitor the stages of pregnancy Pregnancy calendar shows appointments and examinations Pictures can be uploaded to a personal log After birth, app can be kept as a reminder of pregnancy
  24. 24. ADAC breakdown iPhone app Current GPS location transmitted to ADAC automatically Where-am-I function for locating and displaying of the current position (independent of accident or breakdown) The accident check list includes valuable tips for the right behavior at the scene of accident
  25. 25. questions for you... Mobile web will be where you acquire customers in the mobile channel Do you already have mobile traffic & what is the current bounce rate? How can my brand take advantage of the acquisition opportunity? Which product categories are most suited to mobile? How will mobile be best integrated into my multi-channel strategy?

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