Jonathan Bass - Incentivated
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Transcript of Jonathan Bass - Incentivated
Copyright Incentivated Limited 2011
Integrating your mobile site (and app) with desktop CMS Jonathan Bass15th March, 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Well done #1
•A larger proportion of UK retailers have a mobile optimised website (accessible from their www domain) than UK mobile agencies/suppliers do
Copyright Incentivated Limited 2011
Well done #2
•32% of UK shoppers have visited a retailer’s site on their mobile
This has increased by half in the last year67% of these have done this in-
store
•Another third say they plan toEither these are feature-phone
users or everyone will soon have a smartphoneThe last third say they won’t, but
this is falling
Mobile internet access amongst all phone subscribers in the UK (Adults 13+ for the 3 months ended Dec 10)
Source: ComScore.
Copyright Incentivated Limited 2011
mCommerce growthRetail transactions through phones becoming more important fast
Source: comScore
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Well done #3
•Sunday December 26th was the busiest day for mobile activity as shoppers turned to their phones to check store locations, compare prices, and complete purchases in order to take advantage of Boxing Day sales.
Copyright Incentivated Limited 2011
State of the Nation
•Over the last 12 months brands have started to offer what consumers were happy to do all the time•With many sites looking the same, the opportunity now exists to:
improve the UX/UI and so differentiate the offeringoffer implicit and explicit personalisation i.e. join up the web and
mobile sitesdeliver e-commerce best practice.
Copyright Incentivated Limited 2011
‘Cookie cutter’ or bespoke approach?
Copyright Incentivated Limited 2011
Contents
Integrating web sitesThe Future of Mobile
Examples
About Incentivated
Appendix: App or site?
Copyright Incentivated Limited 2011
Information Architecture
Master Category Structure
CampaignSite
PrimarySite
MobileSite
•Ability to manage all product centrally
•Taxonomy to be shared across multiple sites
•Segmented deployment to campaign sites
Product Category Hierarchy
Copyright Incentivated Limited 2011
Enterprise Content Management
MasterContent
English German French
UKWebsite
UK Mobile site
UK Mobile App
CampaignsSocial
Email/SMS
Head OfficeCreated Content
TranslationLayer
Channel Content
Italian
Copyright Incentivated Limited 2011
Enterprise CMS
•The Master Content layer is where the content is created by a central office. This content is then automatically ‘inherited’ down the ‘blueprint’ structure.
•Content can then be localised at any lower level with workflow added to provide an approval mechanism for the change
•The translation layer can be combined with a translation memory solution and workflow to automate the translation process.
•The multi-channel management on the bottom layer can be implemented for ANY client wishing to create content once but publish to multiple channels.
If the e-commerce systems is multi-national then so should mobile be
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eCommerce CMS with mobile support?
•Multiple presentation layers required
•Accurate handset detection and complete capabilities database
•Genuine uniquenessHalf to three quarters of UUs missed by GA
•Support for apps
Few if any provide genuine mobile delivery
Copyright Incentivated Limited 2011
Integration optionsC
usto
mer
Dat
abas
e
Retailer Systems
Databases
Pro
duct
Dat
abas
e
Tran
sact
ions
Dat
abas
e
Product Information
Promotions
LoyaltyPrograms
Stock/OrderManagement
CustomerManagement
Application Servers
Mob
ile D
ata
Inte
rnet
Dat
a
Sec
ure
Tran
sfer
Pro
toco
l / F
irew
all
Commerce Channels
3rd PartyeCommerce
Platform
Incentivated
Pay
men
t
Ord
er M
anag
emen
t
Mob
ile C
MS
Network
Wire
d N
etw
ork
/ WIF
I / 3
G /
GP
RS
Enc
rypt
ion
Pro
toco
ls /
Wire
less
Sec
urity
Mobile Environment
EcommerceWebsite
Incentivated
Cap
abilit
y D
etec
tion
Con
tent
Rep
urpo
sed
Des
igne
d fo
r Mob
ile
Loca
tion
Det
ectio
n
Redirect to Mobile Site
(i) Back office
Copyright Incentivated Limited 2011
Option 1•
Diagram shows supplier’s platform integrated directly with client’s back office system.
Doesn’t display the complete set of modules.
• The integration route could be as simple as integrating with one consolidated data source the client has put in place.
More likely take advantage of multiple existing data-feeds
• The supplier platform will offer content repurposing, reporting etc.
• If the client ever wanted to change their eCommerce platform, they can without impacting their mCommerce site.
• Disadvantages would be:
For internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the back office platform,There will be two commerce platforms to monitor,Two lots of statistical web reporting.
Copyright Incentivated Limited 2011
Integration option
Retailer Systems
Product Information
Promotions
LoyaltyPrograms
Stock/OrderManagement
CustomerManagement
Application Servers
Mob
ile D
ata
Inte
rnet
Dat
a
Sec
ure
Tran
sfer
Pro
toco
l / F
irew
all
Commerce Channels
Incentivated
Mic
ro P
aym
ent
Ord
er M
anag
emen
t
Mob
ile C
MS
Network
Wire
d N
etw
ork
/ WIF
I / 3
G /
GP
RS
Enc
rypt
ion
Pro
toco
ls /
Wire
less
Sec
urity
Mobile Environment
EcommerceWebsite
Incentivated
Cap
abilit
y D
etec
tion
Con
tent
Rep
urpo
sed
Des
igne
d fo
r Mob
ile
Loca
tion
Det
ectio
n
Redirect to Mobile SiteC
usto
mer
Dat
abas
e
Pro
duct
Dat
abas
e
Tran
sact
ions
Dat
abas
e3rd Party
eCommercePlatform
(ii) eCommerce
platform
Copyright Incentivated Limited 2011
Option 2
• Diagram shows supplier’s platform integrated directly with client’s eCommerce platform.
• Benefits are, the same administration tool used for the eCommerce platform can be used for the mobile site.
• Supplier does not need to know how the client’s back office platform works or have access to it.
• Disadvantages would be:
It will require a lot more work to integrate with an existing eCommerce platform successfullyMost eCommerce platforms are proprietary applications and not all offer integration optionsFor internal reporting, separation of the orders placed on the mCommerce site will have to be differentiated some way within the eCommerce platform
Copyright Incentivated Limited 2011
Web request from user
Alterian Immediacy
Get device identification
Incentivated services
Mobile device?
(API)
Select desktop template
Serve desktop page
Mobile templates
Supplier Hosted Solution
Third Party contentThird Party contentThird Party content
providers
Third Party Content
PCD
Web services communication
(via public internet)
N
Y
Existing capabilities
Incentivated produce for project
Requirements for project
Redirect user
HTTP 302 Browser redirect
(transparent for user)
Content Data Serve Mobile Site
XML Data Feed
Redirected user request
Cached lookup
Copyright Incentivated Limited 2011
Web request from user
Alterian Immediacy
Get device identification
Incentivated services
Mobile device?
(PCDLite)
Repurpose assets (CMSi)
Select desktop template
Serve desktop page
Mobile templates
Select assets
Serve mobile page
Third Party contentThird Party contentThird Party content
providers
Third Content
PCD
Web services communication
(via public internet)
Select mobile template
Y
N
Identify phone capabilities
Existing capabilities
Incentivated produce for project
Requirements for RBKC portal
Client Hosted Solution
Copyright Incentivated Limited 2011
Other considerations
•Genuine uniquenessExplicit personalisationImplicit personalisation
•Deep-link mapping from desktop to mobile site
•Click-through from SMS using unique trackable link
Copyright Incentivated Limited 2011
Contents
Integrating web sites
The Future of MobileExamples
About Incentivated
Appendix: App or site?
Copyright Incentivated Limited 2011
M&F-Commerce?
•20% of all display advertising to be on Facebook by 2015, versus 2.7% today?
Source of forecast: Otkritie
•What happens when FBML goes mobile?
•And dynamic FBML?
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M&F-Commerce?
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HTML 5
•Next major revision of HTML standard
• Includes ground-breaking technology to improve user experienceForm field attributesLocation Based DetectionOffline cachingDynamic drawing
•HTML5 is an extension to XHTML: any site developed in HTML5 will be backwards compatible with XHTML browsers.
The future of web (and web-app) design?
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Closing thought
•At the time of the dotcom bubble, i.e. around 2000, there were 350 million people online.
There are currently 400 million people with smartphones …
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Thank You
Jonathan BassManaging Director
Incentivated23 Curtain Road
London EC2A 3LTTel: 0845 130 3985
(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)
Copyright Incentivated Limited 2011
Contents
Integrating web sites
The Future of Mobile
Examples About Incentivated
Appendix: App or site?
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Copyright Incentivated Limited 2011
Customer journey – handset specific
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Smart Phone Home Page
Leading content
Navigation -
Menu
Navigation –
‘Bread Crumbs’
Location
dependant content
Time/promo specific content Leading content
Promoting Maps Search
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Feature Phone Home Page
Leading content
Navigation –
‘Bread Crumbs’
Location
dependant content
Time/promo specific content Leading content
Promoting Maps Search
Copyright Incentivated Limited 2011
Contents
Integrating web sites
Examples
The Future of Mobile
About IncentivatedAppendix: App or site?
Copyright Incentivated Limited 2011
Incentivated - Mobile Specialists
•Technologies5 mobile formatsEnterprise Messaging (SMS, MMS etc)Mobile InternetAppsShort codes and QR codesLocation marketing
• Services2 consultancy offeringsCreativeStrategy
•Needs3 key areas of client activityAcquisitionAfter Sales / CRMmCommerce
Copyright Incentivated Limited 2011
Incentivated – How we work with clients
Engagement is spread across three levels
Messaging Gateway & Software Company
Mobile Marketing, Internet & mCommerce
Platform
Marketing, Creative & Advertising Agency
Campaign strategy and executionDesign, build & hosting of mobile internet sites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis
SMS, PSMS, MMS, LBS, 2D (QR etc) barcodesMobile content management system (CMS)**Systems integration and various APIsDevelopment of both handset & server-side apps
Mobile and email marketingMobile internet site publishermCommerce suiteSelf-serve functionality (“SaaS”)
CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services
*Includes iPhone and other ‘smartphone’ specific sites **Phone capabilities database
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Incentivated – mobile web tools
Copyright Incentivated Limited 2011
Contents
Integrating web sites
Examples
The Future of Mobile
About Incentivated
Appendix: App or site?
Copyright Incentivated Limited 2011
Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people
Mobile Applications
Mobile Web Site Cross-Platform App
Online content Y Y Y
Offline content Y Y (HTML 5 data store) Y
Audio / Video Y Y Y
Interactive graphics Y Limited Y
Install on ‘home screen’ Y Y (iPhone) Y
Multi-platform Build for each device Y Y
Single entry-point (URL) Requires install step Y Requires install step
Location Services (GPS) Y Y Y
Notifications Y N Y
Development costs Once per OS Once Once
Maintenance costs Repeated per OS Once Once
App store required (cost) Y N Y
Copyright Incentivated Limited 2011
Mobile App or Mobile Web?Although apps are ‘cool’, mobile sites reach more people