The Tech Titans’ War for Mobile
Dominance
How Amazon, Apple, eBay, Facebook and
Google are Shaping Our Mobile World
Track: Mobile Retailing, Monday, 2:30 PM
Room: EXPO Stage, EXPO Hall, Level 1
Bernie Brennan
Lori Schafer
The Way it Began
The Way It Is
Taking Aim at Major Industries
$ Power: Titans vs. Top U.S. Retailers
$ (Billions)
$ Total (TTM)
Market Cap
502.6B
243.7B
120.3B
67.9B
68.6B
1,003.1B
Sales
156.5B
43.2B
57.3B
4.7B
13.5B
275.2B
Net Income
41.7B
10.6B
.4B
.53B
3.9B
57.1B
Cash
50.9B
44.6B
5.3B
10.5B
9.1B
120.4B
$ (Billions)
$ Total (TTM)
Market Cap
228.7B
95.1B
43.9B
36.5B
39.3B
443.5B
Sales
464.4B
72.5B
101.2B
70.8B
71.9B
780.8B
16.6B
4.3B
1.8B
2.0B
3.0B
27.7B
8.6B
2.6
5.6B
1.8B
5.8B
24.4B
Net Income
Cash
Sales & Net Income: Reported Earnings, Rolling 4 Qtrs; Updated 10/3/12
Titans’ Dramatic Growth Curves
Tech Titans
Exhibit a Hockey
Stick Growth
Curve
Compared to
Retailers More
Linear Growth
Curves
10 Year Apple
Revenue Curve
Shown by Major
Product
Contributions
Many Analysts
Forecast Amazon will
Surpass Walmart by
2020-2024
Amazon
Retailer
Marketplace
B-to-B Commerce
Digital Media/App Store
Flash Sales, Local Deals
eComm,Virtual Storage
Publishing
E-Readers, Tablets &
Smart Phones
Apps
Rumor of 2013
Smart Phone
Rumor of Square
Competitor
Apple
www.apple.com
iTunes
iCloud
iStore
Apple Passbook
Source: Mashable.com
Apple P.O.S
Ebay
Marketplaces
Payment / Mobile Wallet
Multi-Channel
Commerce
Solution Provider
The War for Data / Ad Spend
Google & Facebook
Accounted for 35%
of Mobile Ad Spend
in 2012 and
Are Accelerating
Face-ing Mobile Head-On
Facebook’s Social
Graph is Growing to Touch
Everyone & Everything
Facebook
Users
In Millions
1B+
Active
Users
Instagram
acquisition: $1B
Fastest Growth in Ad Revenues
Its own eCommerce /
Mcommerce
So Much More than Search…
Search /Advertising
Digital Media
Mobile is Key Focus
Shopping
Social
Living Room Effect
Travel
And so much more!
Friend …or Foe
Amazon puts some retailers
into business….
and others out of business…
One-click
Mobile
shopping
Home Depot
Rollout of PayPal
in Stores
Shopping & Sharing
On Facebook
Engaging i-Apps
Google+ Brand
Pages & Google
Offers
Price
Check
In Store POS
Google Shopping
Ebay Stores for
National Brands
Succeeds at
Timeline Flash
Sales
GeoLocation Ads / Promos / Reviews
Social Media Accelerator
Canada: Mobile
Devices to
Population: 70%
Marketing / Coupons / Promotions
U.S. Mobile
Marketing $7B in 2013
Price / Product Checks / Reviews
M-Commerce
Mobile Wallet / Mobile Payment
In-store Mobile POS
In-store Apps
Over 35%
Using Mobile
for PreShopping
15
Copyright, 2012; All Rights Reserved. Reproduction Strictly Prohibited Without Written Consent
Walmart – 2012 Mobile Marketer of Year
Showrooming – Price Match - Amazon Reality
Mobile Commerce
• iPhone app enhances Omnichannel shopping
• Leader in MCX Strategy / Mobile Payment
Store-Mode Applications
• Scan & Go, Checkout, eReceipt, Shopping List
• Price Check / Scan Product / QR Codes
• In-Store Locator & “Endless Aisle”
• Geolocation & geofencing
Mobile Advertising
Starbucks – 2012 Marketer of the Year
Mobile-First Strategy
1st Mobile Payment Rollout
•
•
•
•
•
•
Mobile ties to loyalty program
2 Million mobile payments per week
Square Wallet payment device
My Starbucks rewards
Integration to Apple Passbook
Apps: iPhone, iPad, Google Play
Geolocation / QR / Augmented Reality
Early leader in geolocation
#1 Global Social Media Leader
Product / Event Introduction
• New products / Seasonal Events
• QR / Augmented Reality
• New food strategy
Copyright, 2012; All Rights Reserved. Reproduction Strictly Prohibited Without Written Consent
Nordstrom - #1 Luxury Consumer Experience
Investment in Omnichannel
• Investing $1B in Digital – 5 yrs.
Mobile Initiatives
• 6,000 iPod Touch Mobile POS / Apps
• iPod Touch / IPad Clienteling
• Access to Total Company Inventory
• Avg. Transaction Size Increased
Fashion Marketing / Advertising
• iPads & Tablets showcase Fashion
• Geolocation Advertising / Big Events
Walgreens – Drugstore in your Pocket
Rx
• 40% of online Rx refills come via mobile
• “Refill Ready” / “Pill Reminder” text alerts
• “Refill Rx by Scan”
Promotions
• Local Mobile Coupons Alerts & Weekly Ads
Photos
• Mobile upload of photo & order digital prints
• Print-to-store functionality for third-party apps
Shopping
• In Store Product Map & online broader assortment
Balance Rewards
• Redeem online and in-store from mobile device
• Connects to Apple’s Passbook
Urban Outfitters
Strategy
• Sales associates with mobile POS iPods
• Swivel iPad visible to customer
• Apps streamline transactions & process
Sales / Service
• Additional selling space
• Customer interaction
• Store & online merchandise – single transaction
Financial Benefit
• iPads cost 1/5 of Starmount POS terminals
Urban Outfitters Partnership with Starmount – Mobile POS
Sephora - #1 in Mobile IQ
Leadership
Engaging i-Apps
• 70% of traffic comes from iOS devices
• Customer Engagement
• iPod Touch Mobile POS
• iPads in World of Beauty
In-Store Mobile Point-of-Sale
• Sophisticated database personalizes offer
• Over 100 different dimensions
• Complete mobile transaction while with customer
• Use of these devices enhances store flow
iPads in Stores
Mobile Initiatives - 2013
• Leverage the Titans
• M-Commerce Site & Apps
• Showrooming
•
Price-Match
•
Offensive Mobile Strategy
• Wi-Fi in Stores
• Mobile POS / Omnichannel
• Mobile Customer Assistance
• Mobile Marketing / Advertising
• Mobile Wallet / Mobile Payments
• Big Data
Copyright, 2012; All Rights Reserved. Reproduction Strictly Prohibited Without Written Consent
Thank You!
bfbrennan@comcast.net
lori.schafer@sas.com