Mobile internet usage is growing rapidly and will soon surpass desktop usage, making it critical for companies to optimize their online presence for mobile; the document discusses several case studies of companies that developed mobile websites and apps to drive mobile commerce and provide customer services, resulting in significant increases in mobile traffic, sales, and customer satisfaction.

1. Adding value through mobile web services

2. why mobile web

3. where are your
customers

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. 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. 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. 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. 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. the challenge
The mobile market is fragmented and
constantly evolving…
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Paul,
Vielen
Dank
für die
1983 2000 2007 2010

10. one scalable solution
delivering a premium
user experience
MOBILE INTERNET

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. 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. 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. 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. full “quote & buy” mobile site
Product info page
Data input
Quote
T&Cs
Payment page

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. 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. other channels to
promote the site

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. 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. Improve customer satisfaction
stimulate brand loyalty
reducing operational costs

22. Postbank: full mobile banking site
Account summary Account balances Make a payment Standing order

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. 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. 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?