Mobile Commerce Revolution, The: Business Success in a Wireless World

by Tim Hayden, Tom Webster

Overview

Your Definitive Guide to Profiting from Mobile Commerce

 

With more than 60% of Americans carrying smartphones, your mobile commerce opportunities are immense: not someday, right now. But, to fully capture those opportunities, it’s not enough to build an app. You need to know how mobile is transforming your customers’ behavior, your organization, and your competitive environment. You need to assess and apply a wide spectrum of strategies, tactics, and technologies: from responsive web design and location-based tactics to mobile payment systems. You need to change your processes and your culture. The Mobile Commerce Revolution covers all this and more. Mobile commerce pioneer Tim Hayden and consumer behavior expert Tom Webster draw on their experience helping clients of all kinds to succeed with mobile— from startups to the world’s top brands. Packed with indispensable data and cutting-edge case studies, this guide will take you from planning to action to profit!

• Discover how customer mobile behavior is radically maturing and shifting
• Weave mobility throughout your marketing mix and business operations
• Prepare for the instant and impulse when your customer wants to buy
• Identify mobile tactics that are actually influencing purchases
• Earn confidence from customers that you will protect their privacy
• Use payment technologies to reduce friction and make it easier to buy
• Deliver richer, more powerful stories and mobile experiences
• Understand customers through “Little Data”: qualitative studies to physically observe behavior
• Grasp purchase attribution: why people buy

Product Details

ISBN-13:	9780133475531
Publisher:	Pearson Education
Publication date:	09/30/2014
Series:	Que Biz-Tech
Sold by:	Barnes & Noble
Format:	eBook
Pages:	208
File size:	5 MB
Age Range:	18 Years

About the Author

Tim Hayden is Principal Strategist at TTH Strategy, a consultancy that provides guidance to organizations faced with business processes and communications challenges. He also serves as an investor and advisory board member to several ventures in cloud, mobile, and social technology. Prior to TTH Strategy, Tim led Edelman Digital’s North American mobile program, and cofounded 44Doors, an SaaS mobile marketing platform. He was a founder and partner in other startups including NION Interactive and GamePlan, an experiential marketing agency that produced solutions for brands including AMD, Bacardi USA, Dell, Humana, and IBM using the integrated “Live+Mobile+Online” methodology that Tim coined in 2007. He is a graduate of Texas State University in San Marcos, Texas. 

 

Tom Webster is Vice President of Strategy for Edison Research, a custom market research company best known as the sole providers of exit polling data during U.S. elections for all the major news networks. He has nearly 20 years of experience researching consumer usage of technology, new media, and social networking. Tom is the principal author of a number of widely cited studies, including “The Social Habit,” “Twitter Users in America,” and the coauthor of “The Infinite Dial,” America’s longest running research series on digital media consumption. He is a graduate of Tufts University in Medford, Massachusetts, and holds an MBA from the Bryan School of Business and Economics at the University of North Carolina.

Table of Contents

Introduction     xi
Why We Wrote This Book     xii
It’s Not Just Marketing     xiv
So, What Is This Book About, Really?     xv

 

1 The Current State of Mobile     1
Americans and Smartphones     2
Mobile Around the World     5
Mobile Commerce     6
Beyond the Numbers     7
The Bottom Line     10

 

2 Mobile Is a Behavior, Not a Technology     11
What Does Behavior Have to Do with Marketing and Business?     19

 

3 The Collapsing Sales Funnel     21
Commerce and Marketing Collide     27

 

4 Mobility and the Developing World     29
Bridging the Digital Divide     30
The Holistic Impact of Mobile Technology     34
The Mobile Accelerant     36

 

5 Challenging the Status Quo     37

 

6 Privacy, Trust, and Security     47

Intimate Expectations     48
Building Trust     49
Technical Concerns     52

 

7 Paying with Your Phone     55
Mobile Wallets     56
What Will It Take for Mobile Wallets to Be Successful?     60

 

8 The Slow Road to Mobile Commerce     65
The Denial Problem    66
The Engineering Problem     67
The Expense Problem     68
The Patent Problem     69
Who Will Lead or Follow?     69
Quiet Confidence     70

 

9 Collaboration and Integration Are Critical     73
What’s Old Is New     76
Mobile Integration in Action     79
Big Idea     80

 

10 Mobile, Media, and Data—Oh My!     83
What’s a CMO to Do with All This Data?     87
Measuring Attention to Spur Conversions     90
Dual Screening     91
Responsible Use of Data     92

 

11 Visual Storytelling     93
Leveraging User-Generated Photography     96
Visual Listening     97
Capitalizing on Line-of-Sight     103
The “Selfie”     103
Managing a Visual Storytelling Program     104

 

12 Mobile Listening and Response     107
Desktop Blindness     108
Mobile Is a Busy Place     109
The “Listening” Challenge     110

 

13 Personalization and Relevance     115
Getting Started     116
Asking for Directions     118

 

14 Going Local     123
Social - Local – Mobile     124
Paying for Action     125
The Check-In     126
Commerce Everywhere     128

 

15 Email and Text Messaging     131
“Don’t Waste My Time”     134
Mobile Messaging     135

 

16 The Mobile Web     139
Generating Mobile Web Traffic     144

 

17 How to “Think Mobile”     149
Hire a Mobile Strategist Before a Mobile Technologist     151
Aim to Create Behavior, Rather Than Chase It     151
Stay Fluid     151
Be Holistic in Strategy and Planning     152
Never Forget That the Device Is Personal—and Public     152
Think about All the Reasons Why Mobile Consumers Aren’t at Their Desks     153
Subtract Before You Add     153
Intuit: B2B Mobility     154
MAVN and Torchy’s Tacos: If You Build It, They Will Spend     155
All Hands on Deck     156

 

18 Ten Steps to Mobilize Your Business     157
Step 1: Fix Your Website     158
Step 2: Fix Your Content     158
Step 3: Fix Your Payment System     159
Step 4: Don’t Forget That Smartphones Are Phones     159
Step 5: Consider Judicious Use of SMS     160
Step 6: Optimize Your Emails for Mobility     161
Step 7: Be Sure Your Offline Presence Is Ready for Mobility     162
Step 8: Make Sure Your Video Is Mobile Friendly     163
Step 9: Make Sure Your Social Media Is Mobile     164
Step 10: Play Nice with Others     164

 

19 Science Fiction Is No Longer Fiction     167
The Touchless Future     170

 

Index     175