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Scott Todaro, Sr. Director Product Strategy, Demandware
Brian Walker, Principle Analyst, Forrester Research
Larry Promisel, VP eCommerce, Barneys New York
Demandware Mobile
Scott Todaro, Demandware
Mobile Landscape
Brian Walker, Forrester Research
Mobile in Action
Larry Promisel, Barneys New York
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Brian K. Walker
Principal Analyst, Commerce
Forrester Research
See the January 14, 2010 “2009: The Year Of High-End Phones” report.
Entire contents © 2009 Forrester Research, Inc. All rights reserved. January 2010 “Engaging Smartphone Users”
Broad spectrum of categories have been
purchased via mobile commerce
SMS 14%
Android app 8%
Blackberry app 8%
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
14 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Types Of Mobile Content & Capability Offered
By Retailers
“What kind of information and alerts does your company currently offer customers via its mobile app/site?”
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
15 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
The Mobile Traffic Is Already There
“What percent of your company's online traffic comes through mobile browsers?”
4.0%
3.6%
3.5% 3.3%
1.5%
1.0%
0.5%
0.0%
All companies Young Medium Mature Small Medium Large Pureplay Multichannel
Young: <4 years in operation; Medium: 4-10 years in operation; Mature: 10 years+ in operation
Small: <$10MM revenue; Medium: $10-100MM revenue; Large: $100MM+ revenue
Multichannel includes bricks and mortar, catalogs, television and other channels
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
16 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Percent of Revenue from Mobile
“What percent of your company's total online revenue do you expect to be transacted
via mobile apps/devices in 2010?”
3.0%
1.0%
0.5%
0.0%
All Young Medium Mature Small Medium Large Pureplay Multichannel
companies
Young: <4 years in operation; Medium: 4-10 years in operation; Mature: 10 years+ in operation
Small: <$10MM revenue; Medium: $10-100MM revenue; Large: $100MM+ revenue
Multichannel includes bricks and mortar, catalogs, television and other channels
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
17 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Most Retailers Are Very Early In Their
Mobile Planning
“Which of the following best describes your mobile strategy today?”
More mature
Have a strategy, implemented it, now refining it
20%
Less mature
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
18 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Planned Mobile Investment Levels For 2010
“What kind of investment in mobile has your company planned for 2010?”
$500 $465
$450
$400
$350
$300 $287
000s
$244
$250
$200 $170
$150
$100 $88 $82
$40 $36
$50 $16
$0
All Young Medium Mature Small Medium Large Pureplay Multichannel
companies
Young: <4 years in operation; Medium: 4-10 years in operation; Mature: 10 years+ in operation
Small: <$10MM revenue; Medium: $10-100MM revenue; Large: $100MM+ revenue
Multichannel includes bricks and mortar, catalogs, television and other channels
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
19 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
The Mobile Ecosystem
Number of
> 185K >30K >3K < 1K <1K <1K .<5K
Apps
Apps
> 3B > 100M N/A N/A >1M N/A
Downloaded
Approx.
46%
Device Mkt 18% 3.5% 21% 9% (WM) 2% N/A
(Symbian)
Share
Entire contents © 2009 Forrester Research, Inc. All rights reserved. Source: Gizmodo, Distimo, jkontherun.com, Morgan Stanley Research, Forrester Research
The Information Age Enters A New Era
22 Entire contents © 2009 Forrester Research, Inc. All rights reserved. January 2010 “The Splinternet” by Josh Bernoff
In the past eCommerce was focused on one
site, maybe optimized for multiple browsers.
Un-optimized Mobile Web Mobile Web iPhone App Android App HTML 5?
website optimized site optimized sites
with detection Windows
Mobile App
RIM App
Entire contents © 2009 Forrester Research, Inc. All rights reserved. Image Source: http://nearemmaus.files.wordpress.com/2010/04/evolution.jpg
Getting Started
1. Information
2. The ability to transact
3. Service
Source: “Using Digital Channels To Create Breakthrough Multichannel Relationships” by Henry Hartevelt
Entire contents © 2009 Forrester Research, Inc. All rights reserved.
The Mobile Web Is Where You Should Focus
Today
•Serves a majority of customer use cases
•Does not require a customer download
•Lower development and service costs
•Easier to manage the changes happening to
the applications ecosystem
•Interesting customer experiences are possible
on the mobile web too
Entire contents © 2009 Forrester Research, Inc. All rights reserved. *Ranked in order of usage
Integrating Mobile Into Your
eCommerce Environment
Device/Browser Detection
eCommerce
content content content Platform / Services
Device/Browser Detection
No one…yet, 8%
President or
other division
head, 4%
Web/eCommerce
team, 46%
Marketing/CMO,
42%
Source: The State of Retailing Online 2010: Marketing Report, a Shop.org report
35 Entire contents © 2009 Forrester Research, Inc. All rights reserved. conducted by Forrester Research
Final thoughts
eCommerce
?
41 Entire contents © 2009 Forrester Research, Inc. All rights reserved.
Context
Customer
Content Capability
blogs.forrester.com/brian_walker
twitter.com/bkwalker