About two weeks ago I had the opportunity to go to Shanghai for Forrester’s first event in China, “Winning the Dynamic Digital Consumer in China”. (To read all about it check out Andrew Stockwell’s blog post here.) At the event I gave a quick presentation about the potential opportunity that retailers have to engage with mobile shoppers in metro China where nearly 100% of online adults have at least one mobile phone and more than four-fifths of those mobile phones are smartphones.
It is critical for eBusiness professionals to put mobile on the top of their to-do’s when creating their China strategy because of the huge opportunity to engage with consumers - and the fact that the market remains vastly underserved. After spending a week and a half in Shanghai and Beijing and visiting American and European retail establishments this proved to be the case - only a handful had any type of mobile offering. A few things to think about when considering your mobile strategy in China:
There are 1 billion mobile phone users in China, but 3G has yet to hit 25% penetration.
Free Wi-Fi is available nearly everywhere – malls, coffee shops, fast food restaurants, train stations and even in some taxis.
Unlike their U.S. counterparts, it is very likely that the first connected device for consumers in China is a mobile phone and not a PC.
There are specific opportunities for successful mobile campaigns. 39% of Tmall and Taobao’s sales combined were made on mobile devices on Singles Day (China’s equivalent of Cyber Monday).
Android is the highest adopted operating system by far.
The rapid development of customer touchpoints and rising customer expectations turn up the pressure on eBusiness professionals at retail banks to continue investing in digital channels. Even with the rising pressure, few eBusiness executives report having the resources needed to execute a strategy that supports customers who use multiple channels. Forrester partnered with the Consumer Bankers Association for the second year to survey digital banking executives for the “The State Of North American Digital And Multichannel Banking 2013” report. The goal of the research was to better understand how digital banking teams are focusing their strategic energy, investing in digital channels, building multichannel capabilities, and measuring the digital business. We found that:
Consumers are increasingly using multiple channels. Almost one-third of eBusiness executives we surveyed believe that more than half of their customers regularly use more than one channel. Yet few banks have connected their multiple channels to create an integrated multichannel experience -- allowing customers to seamlessly move between channels.
While most banks have a multichannel strategy, few have the resources to execute. Most eBusiness executives indicate they have a digital strategy, yet only a few report having the budget or dedicated multichannel teams to support executing a strategy. Without dedicated resources, multichannel will remain a pipe dream.
2013 will be a pivotal year in consumer payments. It will be marked by an increase in digital disruption by nimble, tech savvy competitors. Payments incumbents will leverage their market power to battle disruptors. We see early evidence of this with MasterCard's new fee structure for “staged” digital wallet providers such as Google Wallet, PayPal and Square, which mask the merchant of record and other transaction details from others downstream in transaction flow. Finally, merchants and consumers will wield their tremendous influence in picking winners and losers as the array of alternative payment options become more abundant, more accessible and begin to deliver greater value to the commerce experience. In my new report out today, titled “Three Disruptive Payment Trends in 2013,” I explore three trends, driven by digital disruption, that will shape the future of consumer payments. I provide an analysis of what each trend means for competitors across the payments ecosystem and provide recommendations for responding to the impending disruption. Here are the key takeaways:
I'm still riding a high from Forrester's first ever event in China two weeks ago on March 20th entitled "Winning The Dynamic Digital Consumer In China" (#ForrForum). Approximately 200 marketing, eCommerce, and strategy executives, along with a fantastic cadre of leading agencies and marketing technology vendors, participated in the event. Via myriad content, networking, and business development conversations, it's clear that both the challenges and opportunities to engage, market to, sell to, and serve the Chinese consumer are considerable.
I've spent the last few days reflecting on my key takeaways from the event, and wanted to summarize them for you below.