Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011

Delivering on the Promise of M-Commerce
Perspectives on Emerging Opportunities
April 2011

Dr. Phil Hendrix
Founder and Director, immr and GigaOm Pro Analyst
www.immr.org
1 (770) 612-1488
phil.hendrix@immr.org

1 ©2011. Permission granted to copy and distribute with attribution - Dr. Phil Hendrix , immr/GigaOm Pro - www.immr.org

Mobile Fosters Communications, Interactions and Transactions

Consumers
60% of traffic on the
mobile internet in the
US is to Social
Networking sites.

Social
Media

U.S. Mobile ad Two out of three
revenues: mobile phone users
CAGR 43%, will use their devices
USD3bn by 2014 while shopping this
holiday season.

Mobile Mobile
Advertising Commerce

Brands Merchants
Sources: immr; Ground Truth; BIA Kelsey; Nielsen/Yahoo


Using Mobile to Enable, Enhance and Engage with Customers

Mobile Devices, Applications and Platforms

Enable
(Improve
Customers’
Experiences)

Engage Enhance
(Deepen Customer (Delight
Relationships) Customers)


Mobile Devices and Apps as Concierge

Illustration for a Restaurant

Pre- During Post-
Visit Visit Visit
What
Guests
Illustration
Do
Restaurant Customer – Basic Process

Arrive Park Check- Wait Order Pay
in

Mobile
Apps
Get Find Check-in Wait Specials/ Pay
Directions Parking Time Order

Enable Customers to Share

 Where I am  Who else is there
 Favorite dishes  How’s the service


Consumer Behavior and M-Commerce

Passive Active

Consume Discover Compare Buy

Products, Needs/ Products, Products
Services, Wants, Brands, and
Media† Solutions Merchants Services

Interacting and Sharing
with Other Consumers

M-Commerce
†Including POEM (Paid, Owned, and Earned (e.g., Social) Media)


The M-Commerce Ecosystem – Rapidly Evolving, Expanding


State of M-Commerce – Fragmented, but Quickly Consolidating

Mobile
Shopping
Mobile Mobile
Payment Funds
Transfer

Mobile Mobile Mobile
Offers Commerce Advertising

Mobile Mobile
Booking Rewards
Mobile
Coupons


M-Commerce – An Enormous New Business Opportunity

Highest Value Mobile
Shopping
Mobile Mobile Funds
Payment Transfer

Mobile Mobile Mobile
Offers Commerce Advertising

Mobile Mobile
Booking Rewards
Mobile
Coupons


Platform Leaders Uniquely Positioned to Lead in M-Commerce

Consumers

“A world-class
M-commerce platform
enables and enhances
exchanges between
consumers†, brands and
merchants.”

Brands Merchants
†National and local


Enabling M-Commerce – “The Flywheel”

Distinctive M-Commerce Capabilities

User Hyper- Ambient
Control local Aware

Optimization Signals Bricks &
at Scale in Social Clicks


Key Capabilities of an M-Commerce Platform…
 Secure  Sub-meter accuracy  Real-time integration
 Transparent  Indoors/urban canyons  Live data (weather, traffic, etc.)
 Opt-in, granular controls  Any mobile device  All geo-coded, overlaid

User Hyper- Ambient
Control local Aware

 Search
 Display
 Offers

Optimization Signals Bricks &
at Scale in Social Clicks
 Real-time optimization  Real-time semantic analysis  Real-time inventory, prices
 Search, display, offers  Highly accurate  Price comparison engine
 Data from 10k+ sources  Influencer analysis  Transaction history


Platform Must Enable and Enhance Consumers’ Experience

Leveraging Intelligence†  Delivering Relevance

Who I am…
What
I Like Where I am

What I What’s
respond to Nearby

What I’ve What’s
bought going On

Where Where
I’ve been What I’m going
I need
†Always with full transparency, cooperation from the consumer


Picking the M-Commerce Winners


Dr. Phil Hendrix – Bio
Dr. Phil Hendrix is the founder and director of immr, a research and consulting firm focused on “very
new” product and market opportunities, and an analyst with GigaOm Pro. He specializes in helping
organizations identify, verify, and capitalize on opportunities for products that are new-to-customers
and very often new-to-market. Dr. Hendrix has developed perspectives and research-based tools to
uncover customers’ unmet needs, reveal hurdles slowing adoption, trigger interest and accelerate
purchase, and determine features and pricing to maximize market penetration. He has extensive
experience adapting and applying research approaches, both qualitative and quantitative, to amplify
Dr. Phil Hendrix weak market signals and help clients innovate successfully.
Director, immr Phil has led significant engagements with numerous startups (such as Company.com) and multiple
www.immr.org business units of Fortune 100 clients in telecommunications (AT&T, Verizon, Sprint, Sony Ericsson,
+1 (770) 612-1488 and others), financial services (American Express), transportation (UPS), insurance (Allstate, United
phil.hendrix@immr.org Healthcare), healthcare (Meridian Health, US Oncology), and others. He has worked closely with
senior management and client project teams on issues ranging from “traditional marketing”
(segmentation, positioning, branding) to innovation, user experience, and customer retention. Over
the course of his career, Phil has helped clients conceive and successfully launch dozens of new
products, businesses, and brands. He has extensive experience in B2C and B2B (SMB) markets. He
is also a frequent speaker at industry and academic conferences.

Phil brings a unique combination of academic rigor, strategic perspective, and hands-on experience to
his work. Before founding immr, Phil was a partner with DiamondCluster (strategy and technology
consultancy), founder and head of IMS (Integrated Measurement Systems), and a principal with
Mercer Management Consulting. He has held faculty and research positions at Emory University and
the University of Michigan, where he taught courses in research design and analysis, buyer behavior,
and marketing strategy, and the Survey Research Center at U. of Michigan. After receiving his PhD
in marketing from the University of Michigan, Dr. Hendrix completed post-doctoral studies in applied
statistics and mathematical psychology.

Overview and excerpts from Phil’s recent publications are available at Slideshare
(www.slideshare/pehendrix), with additional information available at www.immr.org and GigaOm Pro.


immr Helps Clients Verify and Capitalize on Market Opportunities


Dr. Phil Hendrix – Recent Reports and Publications
Excerpts available at www.slideshare.net/pehendrix Copies available at http://pro.gigaom.com/


Recent Presentations, Conference Participation
Workshop – Monetization If we build it, will they
Models for Location, Augmented come? Consumer Demand
Reality and Context Servicesa and Preferences for Tablets
April 28, 2010 – San Francisco in the iPad Erac
Oct. 5, 2010 – San Francisco

Dealing With The Data Tsunami: WCA Presents: What’s Hot
The Big Data Panela about LBS?a
June 23–24, 2010 – San Francisco Oct. 8, 2010 – San Francisco

The Futures of Location-based Local at the Bleeding Edge +
Servicesa Making Money with
The Future of Geo-loco Location-Based Servicesa,b
Investmenta Nov. 3, 2010 – New York
July 21, 2010 – San Francisco

Build Sustainable LBS Business Visions for 2011 –
Models for 2011 and Beyonda M-Commerceb
Sept. 14 – 15, 2010 – San Jose Wireless Technology Forum
Nov. 18, 2010 – Atlanta

Trends and Numbers - Where is Are Tablets Taking Over?a, c
It All Goingb Wireless Technology Forum
Sept. 29-30, 2010 – New York March 18, 2011– Atlanta

Apps vs. Web: The Fight For The Market Outlook for Tabletsc
Futurea Future of Tablets Conf.
Sept. 30, 2010 – San Francisco March 22, 2011 - Orlando

a b c
Moderated session/panel Participating on Panel Presenting


Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Viewers also liked

Viewers also liked (6)

Similar to Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011

Similar to Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011 (20)

More from Phil Hendrix

More from Phil Hendrix (18)

Recently uploaded

Recently uploaded (20)

Delivering on the Promise of M-Commerce, Dr. Phil Hendrix, immr - April 2011