MOBILE COMMERCE: NEW FRONTIERS FOR BUSINESS

The spread of smartphones and the integration of new technologies for data exchange based on proximity, such as Near Field Communication (NFC), and/or over a short range, e.g. through Bluetooth Low Energy (BLE), are opening up fresh possibilities in mobile commerce. Mobile devices are becoming a fundamental enabling factor in the development of novel mobile-marketing, promotion, couponing, payment and after-sales services. All this has extremely important implications as a new generation of services emerges and new ecosystems, business models and value chains come to life. Developments are afoot that promise to change how new consumers decide what to consume, how they make purchases and payments, and how they communicate with service businesses. Key protagonists in this movement will be retailers, financial-services firms, telecommunications companies, utilities, terminal manufacturers and even new entrants and OTT operators. Reply supports all the main players in the processes of creating and delivering innovative mobile-commerce services. Our comprehensive mobile-commerce solution exploits our proprietary technology platforms and proven data-analysis expertise; it features the following components:

• Mobile Wallet

  Much more than a simple app, a mobile wallet integrates with the payment networks, CRM systems, in-store infrastructure, and marketing channels. Mobile wallets provide structured data for customer analytics and customer insight.

• Mobile Couponing & Loyalty

  Through our digital promotion & couponing platform linked to a mobile wallet, Reply backs business by enhancing customer engagement and redefining their customer journey. Reply’s mobile-couponing solution drives better sales performance through context-sensitive, profiled offers and improves customer loyalty and retention. Discount policies can be tailored for different points of sale, product types and customer profiles, thus encouraging impulse buying while supporting cross-selling/up-selling efforts.

• Mobile Marketing

  By exploiting proximity marketing and geofenced marketing & advertising techniques, Reply enables companies to create real-time, targeted, context-sensitive marketing campaigns based both on the customer history and on information available in real time. We exploit the potential of technologies like the beacons that allow customer behaviour in physical shops to be analysed in real time.

The hallmarks of Reply’s mobile-commerce offering include:

• experience in the field, alongside the main players in Italy and overseas, in developing mobile-marketing / mobile-engagement, mobile-payment, mobile-couponing and mobile-loyalty solutions
• expertise in implementing solutions using integrated remote-commerce (e.g. cloud wallet, location-based and BLE) and/or proximity (NFC, host card emulation, QR code and audio beacon) technologies
• existing Reply solutions and platforms for mobile wallets, mobile marketing, mobile couponing, mobile payments (proximity, remote, and mobile POS), mobile loyalty, and data analysis enabling rapid, effective implementation of end-to-end processes
• proven experience in devising and implementing advanced solutions that reach customers both in digital contexts and in-store.