Search application company Endeca Technologies is looking to offer e-commerce users the chance to readily extend what they do online to mobile with the launch of Endeca Mobile Commerce, rather than having to buy in wholly new technology or outsource the mobile component of what they want to do.
By providing a set of out-of-the-box components that allow online retailers to enter the mobile channel in a matter of weeks, Endeca Mobile Commerce offers to easily extend its site search, Guided Navigation experience, and merchandising tools to mobile websites and applications.
Unlike other mobile providers that require customers to outsource content or adopt entirely new technologies, Endeca allows business users to use the same tools powering their dot-com website to power the user experience across different mobile environments. This allows eCommerce organisations to leverage existing technology investments in mobile environments – including eCommerce platforms, user reviews, content management systems, Web analytics, and recommendations engines – thus simplifying management while creating a common user experience.
“As a world leading multichannel commerce and digital marketing company, Acquity Group has worked with many well-known brands to extend and redefine their cross-channel capabilities, particularly in the mobile space,” said Tom Nawara, vice president of digital strategy & design at Acquity Group, an Endeca consulting partner. “Endeca is a recognised leader in eCommerce, and with the launch of Endeca Mobile Commerce, we can offer our customers a complete, unified commerce solution that helps us create a consistent multichannel user experience.”
Mobile commerce is poised for explosive growth. According to ABI Research, mobile sales in the U.S. have been increasing exponentially from $396 million in 2008 to an expected $2.4 billion in 2010. In 2015, the research firm states shoppers are expected to spend about $119 billion using mobile phones, which will represent about eight percent of the total projected eCommerce market. Paired with The Nielsen Company’s latest findings that smartphones are scheduled to eclipse feature phones in the U.S. in 2011, retailers must be prepared to support mobile growth with the right technology.
To keep pace with the fast growth strategies required to capitalise on mobile shopping, Endeca Mobile Commerce includes packaged reference applications that enable customisable, mobile-optimised sites and applications to be deployed quickly. By providing a common Application Programming Interface (API) across devices, Endeca reduces the cost to build future applications as new devices and technologies enter the market.
Additional highlights of Endeca Mobile Commerce include:
§ A Consistent User Experience Optimised Mobile. The size of mobile devices presents unique challenges for designing a rich but simple user experience. Businesses can now carry over the proven Endeca experience into the mobile channel, enhanced with prebuilt, mobile-optimised features such as device recognition, store locator functionality, and one-touch check-out. Because Endeca Mobile Commerce is fully configurable, any degree of customisation can be provided.
§ Business User Control of All Mobile Environments. Endeca Mobile Commerce leverages Merchandising Workbench featuring Page Builder, the same platform used to manage Endeca-powered websites, allowing business users to have direct control over the user experience. Unlike other mobile solutions that may be outsourced or require traditional IT processes for updates, Endeca Mobile Commerce provides business users with tools to push dynamic updates, create new pages and categories, and add rich content in minutes without relying on IT.
§ Fast Time to Market with Out-of-the-Box Functionality. Page Builder mobile extensions and prebuilt plug-ins, called cartridges, make it easy to create an experience tailored to mobile users. Search results, category landing pages, home screen, promotions, merchandising spotlights, and product detail screens are all “templatised,” using mobile-specific Page Builder extensions and cartridges. Embedded device emulators within Page Builder allow business users to test changes in real-time, reducing delays to get to market quickly.
“In today’s connected, digital age, consumers want to shop whenever and wherever they choose, and they expect to have a consistent experience with their retailer of choice – regardless of the channel they use,” said John Andrews, vice president, marketing & product management, eBusiness, Endeca. “A mobile strategy is no longer a nice-to-have for top retailers. Shoppers want a seamless experience across different channels, and they want retailers to understand that the experience needs to be optimised for their mobile devices. With Endeca Mobile Commerce, we’re helping our customers determine how to best connect new mobile initiatives to deliver a single brand experience to their customers.”