Product Data for Mobile Apps | White paper

Product Data for Mobile Apps

5 Things to Consider When Building Your App

Content.
Market: m-commerce on the move  Product data & mobile apps 1. Conception and analysis of which type of app is required 2. The consistent representation of product data 3. The development and integration with IT 4. Data storage 5. Pay attention to the required security Conclusion 3 4 4 5 6 6 7 7

Authors: Achim Reupert, nionex GmbH Benjamin Rund, Heiler Software AG

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Market: m-commerce on the move

According to the recent study from Forrester Research, Unify The Digital Experience Across Touchpoints (August 2012), 10% of all purchases will be made via mobile commerce within the next six months.

Percentage of web traffic by 2016

In 2012, 20% of all web traffic in the U.S. came from mobile devices (not including tablets). (Source: Chitika Online Advertising Network). However, experts predict that by 2016 this number will rise to over 60%. What effect will this have on sales? What do retailers and manufacturers need to do in order to be optimally prepared for this? Mobile shopping apps are taking over ecommerce. However, user friendliness, as well as the correct legal representation of product data within mobile communication, presents enterprise companies with new challenges. Companies that plan to enter into mobile commerce should commit a lot of effort and strategy in the conception phase of their mobile app. With error-ridden apps, retailers alienate mobile customers and risk receiving warnings. A good, mature app development process begins with the consultation and requirement analysis, and then passes through processes such as conception, design, and implementation and backend integration. Quality product data is the decisive criterion for successful mobile shopping applications.

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Product data & mobile apps

5 key features that should be observed in m-commerce:
1 Conception and analysis of which type of app is required There are different types of apps that differentiate themselves in regard to their technology and usage possibilities. Because of this, it is important know the key differences between enterprise apps. Native app: is created for a particular device type and supports functions specific to that device, such as a camera or GPS. Web app: supports specific functions and is available via the browser of the mobile device without separate installation. In contrast to the classic website, the user interface is optimized for representation on a mobile device. Hybrid app: combines the advantages of native and web apps. They support certain device functions and represent web content simultaneously. Mobile site: is a website that is optimized for representation on a smart phone.

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2 The consistent representation of product data Product data that is formatted specifically for the mobile channel is crucial for a successful m-commerce app. M-commerce represents an additional communication channel, and the same legal requirements apply here as they do for a regular online store. Essential attributes of the product, such as labeling requirements, product images, or pricing, have to be correctly loaded into the product information management system. In addition to the apps usability, data requirements, as well as security and legal aspects, must be guaranteed. In order to avoid warnings, it is important to review the product descriptions during the final quality check. Many aspects, such as multilingualism, need to be considered. This requires a strong coordination between technology and design because certain requirements are first defined within a project.

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3 The development and integration with IT The aspect of back-end integration plays a particularly important role in product information management. After it is determined which functions the app should offer, the company has to ask itself the question: How deeply integrated into my IT landscape should my app be? Commercial enterprises should ensure a wide availability for their app. Companies therefore have to have to see that the service provider develops a mobile app that can run on numerous different operating systems, such as iOS, Android, Windows Phone, and Blackberry OS. Information and product data can be processed independent of the device, enabling the app to reach a larger target audience. Different operating systems pose different challenges to the development. Pay less attention to the logic within the app during the development process, and instead focus on outsourcing the functions in the respective back-end system. This approach can reduce costs and simplify the development for multiple mobile operating systems. A heterogeneous environment in which one can access every mobile operating system offers an advantage because other software systems, like payment systems or merchandise management systems, can be linked to it. 4 Data storage Depending on which business model the commercial business follows, and what requirements are placed on the respective shopping app, it must be decided in the conception phase how the apps product data will be updated. Storing data on the device out of a PIM system has an advantage because no network access is needed for the retrieval of data. This means the app is completely usable in its range of functions. However, if the user does not update regularly, this can lead to a disadvantage in keeping the user up-to-date since product information such as price or availability can quickly become outdated without regular updates. When the data is created in its own back-end specifically created for the app or saved on a web server, the synchronization runs in the background. The apps performance is not disturbed during this process. The product data is synchronized at regular intervals within the PIM system and is therefore always current, in addition to taking up less storage space on the device.

The product data is synchronized at regular intervals within the PIM system and is therefore always current

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5 Pay attention to the required security Shopping apps in particular have to meet the highest requirements in regards to security and data protection. It should be ensured for every enterprise app that no unauthorized access to confidential data is allowed. You should also ensure that the mobile end device only connects with the back-end via an encrypted TLS connection. (Transport Layer Security (TLS), more widely known under the previous label Secure Sockets Layer (SSL), that since version 3.0 has been further developed under the new name.) It is also important that data such as passwords are encrypted when transmitted. Conclusion: There is still a lot of potential in the development of enterprise apps for commerce, says Achim Reupert, director of sales at nionex, In the future, companies will no longer be able to do without the implementation of mobile commerce. Whether in a B2C or B2B environment, m-commerce should not be underestimated. Enterprise apps are implemented, for instance, at companies such as Brillux and Weidmller. Brillux, provider of painting supplies and industrial paints, uses a product and color selection app, while Weidmller, a full-line supplier for electrical connection technology, uses a product catalog app from nionex. Enterprise App Store is one of the Top 10 Technology Trends according to Gartner in 2013. As smartphones and tablets become an integral part of enterprise environments, the need for enterprise-specific app stores will rise. Thats why Gartner predicts that by 2014, many businesses will create centralized and private app stores where users can purchase their apps. About Nionex: Nionex GmbH, which was founded in 2000 and is based in Rheda-Wiedenbrck at Gtersloh, is a full service agency for digital communication. The company belongs to the world wide operating Bertelsmann SE & Co. KGaA. Nionex specializes in corporate web, web 2.0, e-commerce, and mobile communication. As a certified partner of Heiler Software AG, they consult nionex customers such as the Direct Group Bertelsmann, Frankonia Handels GmbH & Co. KG, G+J Entertainment Media GmbH & Co. KG as well as WAGO contact technology GmbH, and Computacenter AG + Co. OHG concerning product information management. In addition to this, nionex is an expert in mobile communciation solutions and conceptualizes and develops enterprise apps for commerce and industry.

Enterprise App Store is one of the Top 10 Technology Trends according to Gartner in 2013.

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