DNA of a Great M-Commerce Site Part 1: Planning

What you’ll learn

With the number of customers willing and able to buy products and services using a mobile device increasing rapidly, there is considerable pressure for companies to embrace mobile commerce (m-commerce) or risk losing customers to competitors old and new.

This is the first of a series of actionable reports which outline what is required for m-commerce success. It is imperative with every m-commerce site and app that companies carefully consider the strategy and feasibility of the project, before embarking on design and development.

Part 1 of our DNA of a Great M-Commerce Site series will help you to prove and ensure that your m-commerce project will be a success.

The report will help you:

  • Understand the imperative of research and evaluation.
  • Build your team to research, interrogate, prove viability, scope and plan the project.
  • Assess the business objectives and business fit.
  • Conduct a competitor or landscape survey.
  • Analyse the strengths, weaknesses, opportunities, threats (SWOT) of the project.
  • Understand the methods of customer and market research to identify and prove customer need.
  • Use customer research for segmentation, personas and user journeys.
  • Provide you with a feasibility matrix to help you interrogate and establish technical, operational and schedule feasibility.
  • Calculate the economic feasibility, define KPIs and balance the costs and benefits of development, operations and promotion and return on investment (ROI).
  • Plan the viability of the go-to-market strategy.

This is part 1 of two-part series. Click here for DNA of a Great M-Commerce Site: Part 2.

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Who is the report aimed at?

This report will help business stakeholders and digital teams put their mobile commerce project on a sound footing. It is imperative for everyone involved in the project to understand the best practice involved in conducting extensive research into the customer, market and competitive environment, and to ascertain if the project is viable from a technical and economic perspective. It is critical for all members of the project team to understand how they can and should contribute to the discovery and viability stages of an m-commerce project.

We think the report will benefit the following types of role:

  • Head of Digital Strategy
  • Head of Mobile Strategy
  • Head of IT
  • Marketing Director
  • Finance Director
  • Head of Customer Experience
  • Project Managers
  • Technical Project Managers
  • UX Manager
  • Technical Lead
  • Business Analyst

List of contributors / experts

  • Ginny Keegan, Senior Business Analyst
  • Martin Young, Mobile Journey Manager, Royal Bank of Scotland
  • Andrew Martin, Senior Inbound Marketing Executive, Cambridge University Press
  • Bryson Meunier, SEO Director, VIVIDSEATS
  • Jonathan Wall, Group eCommerce Director, Shop Direct
  • Clare Brace, Agile User Experience (UX) & Findability Specialist
  • Per Holmkvist, Chief Digital Officer & EVP, Zmarta Group
  • Magnus Jern, President, DMI International
  • Geoffrey Handley, Venture Capitalist  
  • Robert M. V. Gaines, Web and App Developer
  • Matthias Hellmund, Chief Technology Officer, ShareTheMeal (WFP)
  • Mick Rigby, CEO, Yodel Mobile
  • Tom Eslinger, Author and former Director of Digital, Saatchi & Saatchi  
  • Salvador Carrillo, CEO, Mobile Dreams Factory
  • Ross Sleight, Chief Strategy Officer, Somo
  • Daniel Rowles, CEO,  Target Internet
  • Melody Adhami, COO and President, Plastic Mobile
  • Jason Barrett, Founder and CEO, Social Talent
  • Max Gates, Platform Manager, Black Swan Data
  • Dominic Tinley, Director, Tinley Media


Andy Favell author picture

About the author

Andy Favell is a freelance mobile and digital consultant, journalist and web editor. He advises companies on their mobile, digital, media and content strategy. He has been writing about business and technology since the 1990s, for numerous titles, including a weekly column on mobile best practice for ClickZ.