Walt Doyle, GM, PayPal Media Network, joins the Insights Lab for a two-part video series on the different facets of mobile. In this episode, Doyle defines and discusses mobile commerce. In the marketing world, there is lots of buzz around mobile commerce or m-commerce and the future of m-commerce. But, let's take a step back and view m-commerce from a consumer's perspective. According to Doyle, consumers are engaging with brands and products throughout the day across a variety screens and then subsequently purchasing on those same screens. So, the purchase funnel has morphed into a "purchase pretzel," in which brands can engage with consumers at a variety of access points. Doyle shares how brands can leverage this shift in consumer behavior to engage with key audiences and ultimately increase consumers' purchase intent.
In this week's Insights Lab video, Matt Jacobs, Director of Integrated Marketing, discusses the evolving mobile commerce landscape. He highlights the latest m-commerce technologies redefining the term pay phone: - PayPal's acquisition of card.io - PayPal Here - PayPal's acquisition of Zong - Square - Google Wallet Tweet us @AMP_Agency to let us know what topics you want to hear about!
In this week's Insights Lab video, Matt Jacobs, Director of Integrated Marketing, discusses the evolving mobile commerce landscape. He highlights the latest m-commerce technologies redefining the term pay phone: - PayPal's acquisition of card.io - PayPal Here - PayPal's acquisition of Zong - Square - Google Wallet Tweet us @AMP_Agency to let us know what topics you want to hear about!
Confession: I'm attached to my mobile phone. I don't just mean that I carry it all the time, I mean I'm so emotionally connected to it that I feel naked, confused, lost and anxiety-stricken if I forget it or can't find it. I have some theories as to why this is, and I also recognize that my symptoms have only worsened since my move to a city five months ago, but my prediction is that it will only get worse. It's a no-brainer that mobile phones have become so much more than a device to make calls to other phone numbers. The capabilities they now provide are endless from texting, emailing, taking and sending photos and videos, accessing the internet, checking sports scores and updates, navigating to a location, and the list goes on and on. These devices are doing more and more each day, proving us with more options and capabilities, and ultimately, making us users more dependent on them. As we move towards the future, here are some cool things that mobile 'phones'? can do and will be doing before we know it. Mobile Ticketing As Cassie Shaine shared a couple weeks ago, companies are beginning to offer electronic tickets that can be sent to your phone via text-to-web technology. This sort of technology allows consumers to access an event or board a plane without the need of a paper ticket. Mobile Payments I was in an Apple Store the other day, and one of the sales associates helped me check out using an iPhone with a case that could scan the item's barcode, swipe my credit card, email and/or print a receipt. Square is an example of another organization that uses similar technology. It offers a free application for iPhone, iPad and Android-powered devices that comes with a free card reader which is easily inserted into the headphone jack on your device leaving users with the option to have their card swiped or entered manually as payment. Starbucks launched a program this week allowing customers to pay using their recently-designed iPhone app which projects a 2D barcode to be scanned at the register. With further development of Near-Field Communication (NFC) technology, mobile devices may soon replace credit cards and metro cards. The technology would charge users as their device is passed near a NFC reader at checkout stations or transit gates. And who knows! With the progression of technology, someday you may be able to pay back your pal for last night's pizza run by simply 'bumping'? the edges of your mobile devices together! Remote Control With GM's new electric car, the Volt, you can start, lock, unlock, and even honk your horn all through its iPhone app. This technology has also been used with Zipcar as users can also lock, unlock, and sound the horn throughout their reservation using their free iPhone app. A number of remote controlled apps for computers have become available, but one that has had a lot of popularity recently is the Remote app for iPhone, iPad and iPod touch. This allows the user to control his or her Mac or Apple TV right from the handset. Identification AMOLED is a display technology for use in mobile devices and televisions, and is included in all of Samsung's recent Android-powered Galaxy S devices. The company has been researching future uses for the technology, including incorporation into ID cards in several ways. If Samsung has experimented with AMOLED ID cards or licenses, you can bet that someone has envisioned carrying valid identification within a mobile device. Imagine going out to a bar and using your phone as a proof-of-age! Significance So what does this mean for us as marketers? Someday consumers may not carry a wallet anymore. Mobile devices have the capacity to take over our pockets and replace credit cards, licenses, keys, and almost anything else. Tangible gift cards and rewards cards could become obsolete, as the significance of location-based apps and brand-specific apps emerges. Mobile devices have the potential to become the single most important item a consumer owns, with an abundance of information on the user's identity and assets. While this idea spells a victory for convenience, it could mean a nightmare in the case of a lost mobile device, costing time, money, and who knows what else. Consumers will likely be more involved in determining their next mobile device purchase, and security is sure to be a concern.
Who wants to spend hours on end waiting in lines at the mall when you can take care of your holiday shopping via your mobile device? Between check-in deals, social coupons, scanner and price comparison apps, shopping has never been so easy. But does it really match up to the holiday spirit of in-store shopping? Smartphones have developed so drastically over their short lifespan that the current technology allows for users to stay connected as much as you can from a computer, without even having to be connected to one. The phones have more power than ever before, and even larger viewing screens to assist consumers in these mobile shopping sprees. Shoppers frequently conduct research before making a purchase in-store or online, whether they are looking for the best price or consumer reviews on the product. This process has been simplified, as these new mobile search capabilities are not only helping the sales cycle in-store, but they are now enabling us to search for and purchase items all from one mobile device. According to eMarketer.com and IDC Retail Insights, mobile shopping will account for 28% of holiday shopping this season, which translates into $127 billion of the $447 billion in holiday spending that has been forecasted by the National Retail Federation (NRF) for the U.S. Therefore, it has become more relevant for retailers to create a mobile presence either through a mobile app or an easy-to-use mobile web interface. In a recent survey conducted by Google, nearly half of the smartphone users questioned claimed that they were 'very'? or 'extremely likely'? to download a mobile app for their holiday shopping this year. According to Stacy Janiak, United States Retail Practice Leader at Deloitte, 'We are at the cusp of this technology really driving a lot of activity during the shopping season'?¦ It is both an opportunity and a challenge for a retailer, because you can have a consumer who can cross-shop your store with other brick-and-mortar stores or online, all from the convenience of your aisle.'? For example, J.C. Penney launched an integrated marketing campaign in mid-November ('New list. New Gifts. Who Knew'?), that helped to showcase the chain as the place to find gifts that will top everyone's Christmas list. The campaign helped to raise awareness of the quality and breadth of merchandise that the retailer has to offer, and included national television spots, outdoor ads, print, digital, direct mail and of course mobile and social networking. The launch of their new mobile app, specifically for the holiday season (m.jcp.com), should be highlighted, as it allows consumers to make purchases right from their smartphone, while checking-in on Foursquare and Facebook Deals to receive special in-store offers. Mobile coupons are also sent to consumers via text-message, which give them the option to receive special offers. However, one must raise the question of whether or not mobile shopping can really equate to that of in-store shopping during the holiday season. Part of the holiday tradition in my family is taking the time to make our lists, and visit the stores together for an evening of holiday cheer as we purchase gifts for family and friends. Some may argue that there is a lack of holiday spirit in shopping online, as you are not emerged in the excitement, smells of the holiday season, or the joy of stumbling upon the perfect gift that you may not have thought of otherwise. Technology can only do so much around the holidays; the rest is all found in the full-on experience of traditional holiday shopping. I, for one, will always take part in the experience regardless of how crazy the malls may be. Nothing in my mind can beat the holiday rush, as it only comes but once a year!
