We're Hiring! Analyst Serving eBusiness and Channel Strategy, Amsterdam

Benjamin Ensor

After six years at Forrester, Alexander Hesse has decided to leave Forrester to take on a new challenge in a different field. It's always a sad day when you lose a respected colleague and I wish Alex the very best.

We're looking for a new senior analyst to join our eBusiness and channel strategy team, preferably based in Amsterdam. We're looking for someone with strong views on eBusiness and channel strategy, an analytical mind, and experience of the complexities of retail financial services and of different European markets to help our clients make the right business decisions and shape their firms' strategies. 

If this sounds like you, or like someone you know, please contact me at bensor@forrester.com or you can apply directly from the job description.

Navigating The Maze Of Mobile Commerce Solutions

Peter Sheldon

Have you been sitting on the mobile commerce fence? Ready to make the jump? Good for you, but you may not be prepared for the maze of solutions and vendors at hand to help you implement your mCommerce strategy. The number of vendors and diversity of solutions in the market is quite staggering, and the search for the right solution may feel like shopping in a busy Moroccan market, with an overwhelming choice of wares and vendors bargaining hard for your dollars. Leaving with the right purchase is a daunting task.

However, before you rush into evaluating solutions and signing contracts, eBusiness professionals must take a step back and look at the different implementation paths open to them for mobile commerce. These are:

  1. Using technology from your existing eCommerce platform vendor.
  2. Outsourcing to your interactive agency or systems integration firm.
  3. Building it all in-house.
  4. Leveraging a mobile commerce point solution.

In my latest report, a market overview of mobile commerce solutions for retail, I look at 14 established mobile commerce point solutions that have particular strengths and a proven record of accomplishment in the retail sector. These vendors between them empower the mobile commerce sites and apps for an exhaustive list of who’s who in US and European retail. The report focuses on the respective strengths of the solutions with respect to the needs of retailers. The vendors we looked at were:

  • Branding Brand
  • Digby
  • Endeca Technologies
  • Global Bay Mobile Technologies
  • Kony Solutions
  • Moovweb
  • Netbiscuits
  • No Need 4 Mirrors
  • Sevenval
  • Siteminis
  • Skava
  • Unbound Commerce
  • Usablenet
  • Worklight
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Ever Buy Your Cornflakes Online? If You Live In The UK You Might.

Martin Gill

Following my blog post from a couple of weeks ago where I wrote about the need to take a local approach in Europe, I’d like to take a few minutes to say something about the first of our country-specific reports.

It was natural to start with the UK Online Retail Overview, 2011, for two reasons. The first is that I live in the UK, so it’s the market and retail environment that I’m most familiar with, but secondly and more importantly, it’s the largest online market in Europe. Based on the figures in our European Online Retail Forecast, the UK online retail market will be worth £28.6 billion in 2011; this represents 9.4% of the overall national retail market, almost double the online penetration of any other European country.

So there are some big numbers but also some interesting trends to examine.

The UK market is increasingly dominated by multichannel retailers. While there are a range of notable online pure play success stories (Amazon.com, Asos, Net a Porter, and Play, to name a few), we are seeing an increasing level of sophistication in how the major high-street retailers are integrating their on- and offline properties. Initiatives like Click and Collect are now commonplace, and the pace of innovation isn’t slowing, with new initiatives such as Argos’ 90 minute Shutl delivery service being a prime example. So there are plenty of examples here to be inspired by.

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Fake Apple Stores - Is This The Tip Of A Counterfeit Iceberg?

Martin Gill

Last week a lone blogger broke the news that not one but three fake Apple stores had sprung up in the city of Kunming in China, though it appears the problem is fast becoming a worldwide one for Apple to deal with.

It’s no secret that counterfeit goods are commonplace in China, and there are moves afoot to attempt to tackle this issue, at least online. However, this is a very different beast. There has been an explosion of commentary in the press about these fake stores, mostly focusing on the fact that they exist, and mostly failing to draw any comment for Apple.

Action has been taken. According to China Daily, “A local authority had previously said that two of the stores were suspended for not having business licenses. But the local industrial and commercial bureau confirmed to the Shanghai Morning Post on Tuesday that one of them had in fact obtained a license on June 22 and thus could stay open.”

The general tone of the various reports is that the stores are selling genuine Apple products bought wholesale through genuine channels, and that the only reason they would be closed down is because they didn’t follow local laws to obtain a retail license. Not because of any IPR infringement. This will be an interesting story to watch play out -- because if that turns out to be true, it sets a gloomy precedent for other retailers who may be suffering the same challenge.

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European Online Retail : Adopt A Local Approach

Martin Gill

I have a great interest in history. I always have.

I grew up in the North of England very close to Hadrian’s Wall. In fact, the remains of the Vallum (the defensive ditch dug behind the wall to keep out marauding Pictish warbands) ran through the playing fields of my high school. I grew up wondering what far-flung Legionaries had stood on that wall on cold northern nights. Imperial citizens from Rome itself. Germanic mercenaries from the Rhine. Gaulish Auxiliaries from France. A constant reminder of the diversity of people, cultures, and beliefs that made up the Roman Empire.

So history has wound on, through war and peace, trade and intrigue, to bring us to 21st century Europe. We have a European Union. A single currency. We even have a flag. So Europe is well, Europe, right?

Erm…no.

If history has taught us one thing, it is that a massive diversity of language, currency, habits, attitudes, and beliefs thrives in Europe, and this directly affects the way in which Europeans (or rather British, German, French, Italian people, etc. -- because we are all different) use the Internet to shop. What they buy online, how they pay for it, how it’s delivered, and what their service expectations are, are to some extent shaped by the eCommerce offerings of retailers within their respective countries, but in a large part are led by national culture and behavioral norms.

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The Future Of Mobile Is Context

Julie Ask

Delivering highly contextual mobile services is an expectation. Mobile phones are personal devices. Consumers expect personal and relevant experiences. 

What is context?

Forrester defines “context” as

“the sum total of what your customer has told you and is experiencing at his moment of engagement.”

Context includes:

Situation: the current location, altitude, and speed the customer is experiencing.

Preferences: the history or personal decisions the customer has shared with you.

Attitudes: the feelings or emotions implied by the customer’s actions or logistics.

eBusiness professionals make limited or very basic use of context today. Mostly, they use an individual’s location to tell her where the nearest store or hotel is. The use of location is a minimum requirement today to meet consumer expectations of “decent” mobile services. The bar is rising quickly though. eBusiness professionals need to layer intelligence on top of contextual information and plan how they will use new contextual information such as temperature or altitude.

Here are a few scenarios that simply leverage intelligence with location:

  • Banks. Should a user require the same depth of authentication at home, at work, or in a foreign country?
  • Hotels. How much should you quote a prospective customer for a room tonight if she is 5 miles or 500 miles away?
  • Airlines. What home page services should you show a passenger whose flight leaves in 2 hours? In 10 minutes?
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Is Your eBusiness Prepared For The Arrival Of .Brand Domains?

Peter Sheldon

A fundamental transformation of the way brands and consumers connect on the Internet is amid us. Icann, the authority responsible for Internet domains, has approved a plan to expand the 22 currently available domains (.com, .net, etc.) to allow trusted brands and organizations to apply to own and operate their own gTLDs (generic top-level domains). In just a few years, new brand gTLDs will impact the way consumers search for and find products online as recognized brands switch away from .com to their own .brand top-level domains. URL paths used today for categories, products, and marketing campaign landing pages (e.g., www.apple.com/iphone) will be replaced by new shorter, catchier URLs (e.g., iphone.apple).
 
eBusiness professionals must carefully evaluate this change and start the process of mapping out how owning their .brand domain will impact their eCommerce sites. I recommend that Forrester clients read our latest research report written by my colleague Jeff Ernst and myself, .Brand And The Impact For eBusiness, which outlines the reasons why eBusiness leaders and their marketing counterparts must carefully evaluate the significant opportunity that owning gTLDs for the their brand or brands presents.
 
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Mobile Commerce, There's An App For That

Peter Sheldon

Mobile apps are undoubtedly cool, and executives at leading online retailers have been mandating a presence of their brand in the Apple and Android app stores, but eBusiness professionals must focus on building a cohesive mobile strategy that clearly identifies the case and role for apps within their organizations. Apps are great ways to engage with your customers, but will they deliver incremental revenue above and beyond what the mobile Web is already doing? In her recent mobile commerce forecast, Sucharita Mulpuru explains that mobile commerce is set to transform retail, despite only accounting for 2% of online web sales today. In my new report The State Of Mobile Commerce Apps, I peel back the covers on the hype and take a serious look at why, when, and how eBusiness professionals should approach their mobile app strategy. Some of the issues I explore include:

  • The mobile web versus app debate. The debate is irrelevant, consumers are using both in equal measures; however, developing an app for apps' sake is missing the point and will only disappoint your customers. eBusiness professionals must develop unique app experiences that deliver multichannel innovations and raise the engagement of the consumer with your brand.
  • Keeping up with the explosion of consumer touchpoints. Having an iPhone app was the priority back in 2010, but in 2011 many eBusinesses are adding Android, iPad, and Windows Phone 7 apps. The opportunity for apps also extends beyond the consumer. Retailers are investing in apps for store associates empowered with mobile devices, in-store kiosks, and interactive TV.
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Mobile Insurance Seeding New (And Surprising) Business Alliances

Ellen Carney

In the interviews we just wrapped up with insurance thought leaders, one thing’s certain: Mobile is going to play a BIG role in the future of insurance. Alongside another topic (about which you’ll hear more later), mobile, and its role in enabling policyholders along with underwriters, agents, commercial underwriters, and the claim supply chain, animated virtually every conversation we had. One area in particular — mobile partnerships — spurred some great discussion on the outlook for new mobile products and collaborations that might be in the offing.

Alongside Tokio Marine’s intriguing mobile one-time insurance for sporting events and travel, we uncovered a unique life insurance purchasing model in South Africa. What was it that caught our attention? Econet Wireless and First Mutual Life in South Africa have teamed up to produce Ecolife, a life insurance product purchased by prepaid subscribers using mobile airtime. The customer only has to purchase US$3 to receive coverage, and the amount of coverage increases with every additional dollar (up to $10,000 coverage). First Mutual Life’s attempt to reach the sizable population of South Africans without a traditional bank account has seen rampant successthus far.

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Online Video Retail Success Stories

Martin Gill

Increase your conversion rates overnight!

Really?

That’s amazing. How can I get a piece of that pie? 

Call it what you will -- V-Tail, vCommerce, or just plain online video -- we are seeing some pretty bold claims around the use of video in eCommerce. Claims from platform vendors, press, and even some case studies and success stories from large retailers who are seeing some significant successes when they integrate video content into the online shopping experience.

But there’s the key. Integrate. Of course it isn’t as simple as sticking a few videos on your existing dot-com site and hey presto, conversion rates skyrocket. Video needs to support the sales process in a way that makes sense to your customers, that supports your brand values, and that enhances the shopping experience.

There are a growing number of ways to source video content, and an increasing number of players in the market who will all tell you that they have the answer. From user-generated content to automatically generated video. From content delivery networks to social media. There are a bewildering number of options out there.

Video absolutely can deliver firm benefits :

  • It can increase page views by driving traffic to your site.
  • It can enhance the time people spend lingering on your site, giving you more opportunity to market to them.
  • It can help to increase conversion.
  • It can reduce your returns.
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