What The West Can Learn From The East When It Comes To Mobile

What The West Can Learn From The East When It Comes To Mobile
SHARE
THIS



Australia needs to take some lessons from China when it comes to mobile marketing. In this opinion piece, Joel Kirk, the product and partner marketing manager at mobile company InMobi, gives us the lowdown on the lessons Aussie marketers need.

There are lessons in how the East approaches mobile-commerce. In mobile, Australia arguably suffers from its technological legacy, with our comparatively affluent population still brandishing a preference for desktop platforms. In countries like India and China, the mobile device is often the consumer’s first portal into the digital economy, and it’s the purity of this new channel that’s creating world-beating innovations in areas like the mobile wallet and mobile-led marketing campaigns.

For years slated as ‘the next big thing in mobile’, mobile wallet concepts enjoy huge success in places like India and China, but remain a far away concept down under. With technologically advanced heavy-hitters like Apple Pay and Google Wallet moving concertedly into mobile wallet arena, we should expect Australia’s attitude to change. Keeping an eye on how the East approached their mobile transformation could ensure we get the best product and payment platforms at home.

Set to explode to $3.2 trillion business globally in 2017, M-commerce represents big money. Heavyweight players and small challenger entries alike will be scrambling to own our mobile cash, with winning platforms likely harnessing a combination of habitual tendencies, industry acceptance and user experience. The Australian M-commerce industry still has roadblocks to overcome – namely how much of the $2bn AUD in yearly merchant interchange fees the banks are willing to part with – but rest assured these squabbles wont hold back the tide of potential revenue forever.

It’s worth noting that there are already some strong tap-and-pay apps from some of Australia’s major banks like CBA, and mobile payment newcomer, ANZ. However, it would be ideal if future iterations of these apps worked in direct conjunction with mobile hardware, such as the Amex double tap on the Apple Watch. As an Apple user, it’s an amazing experience to use my Apple Watch and IPhone for streamlined real-world payments with American Express. Once the big bank fee jostling ironed out, I believe people will struggle to remember how they ever got by without effective mobile wallet technology – which is why it’s crucial we end up with the best solution possible.

Looking East, Australia could learn much from the measures taken in Eastern nations to stimulate the diversification of M-commerce players, rather than a small group of well resourced multinationals. A more hotly contested marketplace will drive innovation and ensure consumers benefit more completely from this exciting new mobile frontier.

Chinese M-commerce giants Baidu, Alibaba and WeChat are dominating in the local M-commerce space by rapidly expanding the variety of services taking mobile payments. M-commerce is on a massive ascendancy in China. To give you an idea of scale, online shopping giant Alibaba recently revealed over half of its transactions are carried out on mobile, using it’s own payment service, Alipay. Alipay has over 300 million registered users.

The number of purchases being made on Alipay jumped from 22 per cent in 2013 to 54 per cent in the first 10 months of 2014. The Alipay app has been downloaded 190 million times and features wider payment options integrated across online and offline services including corner stores, cabs, pharmacies, parking lots, supermarkets and hotels.

With established tech giants continuing to struggle in China, it’s the open platform approach from the likes of Alibaba and WeChat that have found a march on their rivals. Their service-led, consumer-minded approach has enabled China’s M-commerce ecosystem to thrive. More growth is expected as mobile manufacturers like Huewei and Xaimi work to equip another 500 million people with smartphones, and access to the digitally connected economy.

A race to integrate across services that will make consumers’ lives easier should be front and centre in the minds of Australian m-commerce players. InMobi looks forward to seeing challenger entries from smaller, nimble mobile wallet players driving increased competition, a better end product for the user, and a renewed focus on mobile-led strategy.

The emergence of hugely successful mobile-led campaign strategies in India shows how embracing mobile as the primary channel is yielding big results in the East. Late last year, Indian M-commerce Giants Flipkart, Snap deal and Amazon achieved amazing results during the annual ‘Diwali’ festival, by leading their campaigns on mobile, rather than pushing users to desktop sites.

By leading with mobile app strategies, these giants introduced their e-retail services to hundreds of thousands of new customers who were previously out of reach of conventional desktop channels, gaining a 10x level of demand across their platforms.

Their M-commerce numbers defy belief, with Flipkart selling half a million phones in first ten hours of its sales and receiving twenty million visits in under twenty hours. It’s difficult to imagine Australian retailers not wanting to emulate this kind of success through well-built apps, and 2016 seams likely to be the year the Australian market takes a new perspective on mobile-led strategy.

One thing is for sure, new technology, new agreements and new thinking will make Australia’s race to corner M-commerce market more hotly contested than ever. Mobile is growing every day, and the innovations and bravery of the Eastern mobile marketplace will provide a great roadmap for Australia mobile innovations in 2016.

And if you need a bit of extra boost in your mobile marketing, check out these ranges of mobile marketing and digital courses from our friends at ADMA.

Edu_All_All_IQ_Launch_BT_V2_1202x543

 

Please login with linkedin to comment

Latest News

Four Design Learnings From Amazon For Aussie Retailers
  • Opinion

Four Design Learnings From Amazon For Aussie Retailers

In this guest post, the CEO of creative digital agency Butterfly, Liz Mclean, says Amazon’s arrival in Australia – particularly from a website point of view – could be just the kick in the pants many local retailers need… Amazon’s arrival into the Australian market heralds a new era for retailers, holding both positive and […]

Opinion

by B&T Magazine

B&T Magazine
Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.

International Creative Services Redesigns Business Model To Broaden Talent Offering
  • Advertising
  • Marketing
  • Media

International Creative Services Redesigns Business Model To Broaden Talent Offering

Marketing consultancy International Creative Services has announced a new roster of diverse creative and production talent to provide a fully integrated solution for advertising and branded content. The roster includes a broad range of global and local directors, animators, illustrators, motion designers, visual artists, light projectionists, photographers and cinematographers – many of whom Australia will […]

Dirty Data Done Dirt Cheap
  • Opinion

Dirty Data Done Dirt Cheap

Does the mere thought of data fog the brain and stuff the sinuses? Decongest immediately with this lozenge-like read.

Opinion

by B&T Magazine

B&T Magazine
Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh
  • Campaigns
  • Marketing

Johnny Ruffo & Lynne McGranger Host Emotive’s New Video Series For HelloFresh

HelloFresh Australia, together with content agency Emotive, have launched a new video content series hosted by Home & Away actress Lynne McGranger and entertainer Johnny Ruffo. Dinner Diaries showcases the talent eating their way across the country as they drop into HelloFresh customers’ homes to see what the nation are cooking at dinnertime. The campaign […]

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience
  • Advertising
  • Technology

AppNexus Appoints VP Of Diversity, Inclusion & Community Experience

Independent advertising technology company AppNexus has announced the appointment of Antoinette Hamilton as its vice president of diversity, inclusion and community experience. Filling a new position at the company, Hamilton (pictured above) will spearhead initiatives to promote a diverse and inclusive global community within AppNexus, broaden the range of the company’s talent pipeline, and drive […]

Mango Melbourne Appoints New Head Of Comms
  • Advertising
  • Marketing

Mango Melbourne Appoints New Head Of Comms

If you were to lick your computer monitor while reading this Mango story, it may actually taste like a computer monitor.

by B&T Magazine

B&T Magazine
Pac Mags Appoints Sales Leadership Team
  • Media

Pac Mags Appoints Sales Leadership Team

Look, it's not one but two positive stories about the magazine industry today! You wouldn't read about it, would you?

by B&T Magazine

B&T Magazine
Three Ways To Propel Your Career Now
  • Advertising
  • Marketing
  • Media

Three Ways To Propel Your Career Now

Need a career kick-start without having to wear a feather boa and shake maracas about the office? Read this and pronto.

by B&T Magazine

B&T Magazine
Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR
  • Campaigns
  • Marketing

Aussie Cycling Label Attaquer Launches New Racing Kit Via SPLINTR

Cult Australian cycling label Attaquer approached SPLINTR to present its new Race Ultra+ Collection to the world, and just 24 hours after the brand film launched, the kit was sold out. Attaquer’s new cycling kit aimed to attract not only its current core customer, but also the extreme performance-driven end of the market. Stevan Musulin, […]

Blockhead VFX Hires Richard Betts As Lead Flame Artist
  • Media

Blockhead VFX Hires Richard Betts As Lead Flame Artist

Visual effects and post-production design company Blockhead VFX has announced the appointment of Richard Betts as lead flame artist across its Sydney and Auckland studios. Before the completion of his recent five-year tenure at Fin Design + Effects, Betts completed a seven-year stint at post-production facility The Mill in London. Blockhead co-founder Stefan Coory said: […]