Part 5 of the bemoko/Alterian "Lifting the Lid on Mobile Marketing" series - this final installment focuses on m-commerce

1. Mobile Internet
Powered by
Webinar:
Lifting the Lid on Mobile
Session 5:
Mobile Commerce

2. Last Sessions Key Points
• Market Influencers
• The Pace Of Change
• Handset Diversity
• Ways to organise mobile technology into a
marketing campaign
• Using mobile to deliver enriched experiences and
gain 1-2-1 relationships with every customer
• Mobile influencing Social Media
• The need to use a different approach

3. m-commerce
Just as brands and enterprises have mastered e-commerce, so m-
commerce is upon them, presenting many new challenges but also
offering many new opportunities.
This webinar will focus on:
• How m-commerce differs from e-commerce
• What the different mobile payment mechanisms are
• Exploring the opportunities for implementing m-commerce

4. m-commerce opportunity
It is estimated that between 2010 and 2014, mobile payments will
grow dramatically, from $170 billion to $630 billion worldwide
The UK m-commerce market is worth an estimated £6 billion
Juniper Research

5. m-commerce opportunity
m-commerce is the most significant change to business since the
credit card Google
Consumer engagement with mobile commerce has exploded. 91%
of UK consumers have used their mobile device for commerce
E-Consultancy Digital Marketers
82% of UK respondents access the mobile web on a daily basis
MEF
51% of consumers see no problem with spending €100 in a single
mobile transaction Netsize
16 % of retailers already use m-commerce, up from 5 % last
year BT Expedite

6. Social and Technical Drivers
Social and Changes in
Cultural Commerce
Environment Traditional Environment
Payment
Services
Mobile Merchant
Consumer
Payment Power
Power
Services
e-Payment
Services Changes in
Changes in Legal and
Technological Regularity
Environment Environment

7. Joining Up Technology
Engage Interact Transact
E-mail Mobile Web
SMS Apps
QR Codes Vouchers
Bluetooth Barcodes
NFC NFC
Short Code SMS
Apps/mobile web EPOS
Press
Geolocation Loyalty Card
Radio
MMS M-Wallet
TV
Video Vouchers
In-store
Mobile Vouchers
SMS Loyalty Card
Vouchers

8. Joining Up Technology
Engage Interact Transact
E-mail Mobile Web
SMS Apps
QR Codes Vouchers
Bluetooth Barcodes
NFC NFC
Short Code SMS
Apps/mobile web EPOS
Press
Geolocation Loyalty Card
Radio
MMS M-Wallet
TV
Video Vouchers
In-store
Mobile Vouchers
SMS Loyalty Card
Vouchers

9. Joining Up Technology
Engage Interact Transact
E-mail Mobile Web
SMS Apps
QR Codes Vouchers
Bluetooth Barcodes
NFC NFC
Short Code SMS
Apps/mobile web EPOS
Press
Geolocation Loyalty Card
Radio
MMS M-Wallet
TV
Video Vouchers
In-store
Mobile Vouchers
SMS Loyalty Card
Vouchers

10. m-commerce Technology
• M-wallet
• Browser
• NFC
• PRSMS
• Mobile Payment Gateway
• Handset Security
• Identity Management
• Fraud Management
• Encryption

11. Technology Hierarchy
Remote POS
Micro
Physical Digital Macro Physical
Message-based Payments Near-field Communications (NFC)
Browser-based Payments Bar-code Payments
Application-based Payments Application-based Payments
Mobile Payment Bank or Credit Payment
Network Gateway Card Authorisation

12. m-commerce Technology
• M-wallet
• Browser
• NFC
• PRSMS
• Mobile Payment Gateway
• Handset Security
• Identity Management
• Fraud Management
• Encryption

13. NFC - Near Field Communication
• Short-range wireless technology
• Embedded in the phone
• Securely store personal data such as debit and
credit card information
• Supported by Blackberry, Nokia, Samsung
• Soon to be supported by iPhone, Windows mobile
• Needs integrating into POS systems
• Needs Integrating into Credit Card, banks,
payment Network and payment authorisation
providers

14. Browser Based m-commerce
Mobile browsing offers the fastest route to market for m-commerce
• Here and now – where API’s are good!
• Uses existing technology
• User Journey is understood
• Secure
• No limit to transaction size
• Low Transaction Costs
• Visa and other merchants are behind the curve

15. The Current Reality
• 60% of mobile web users have had a problem in the past year when
accessing a website on their phone
• Slow load time was the number one issue, experienced by almost
75% of them
• Followed by 51% who experienced a mobile site which crashed /
froze / received an error
• A mobile service that is slow, or worse not functioning, negatively
impacts revenue, increases cost and damages brand equity
• 52% of consumers are unlikely to return to a website they had trouble
accessing from their phone
• And 40% said they’d likely visit a competitor’s mobile website instead
• A study by eBay has revealed that more than a third of consumers
have failed to complete a purchase on their mobile

16. Optimise for Mobile
• Support All handsets – targeted code HTML5, CSS, jQuery
• Optimise markup for fast sites
• White space removal
• CSS compression
• Java script compression
• Style sheet requests
• Page Weight
• Integrate into CMS for consistent experiences
• Integrate into existing payment systems and carts

17. bemokoLive Web Framework
HOW BEMOKOLIVE WORKS
bemokoLive – Web Framework
External
Content
Media
External Device Channel Controller
Social Media Content Managemen
Manager
Manager t Controller
Database Intelligent
Assembly Engine
EPOS
Social Media
Assembly Engine
CMS
CRM Widget Assembly
Engine
e-commerce
App Assembly
Engine
Web Delivery Optimisation Controller
Media Channels
PC Mobile Apps IP TV Kiosks Netbooks

18. Alterian and bemoko Joint Solution

19. Summary
We’ve Explored:
• How m-commerce differs from e-commerce
• What the different mobile payment mechanisms are
• Exploring the opportunities for implementing m-commerce

20. Questions:
All previous sessions can be listened to again!!
www.bemoko.com www.alterian.com