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App-Lift: mobile commerce is learning to fly


novomind conference novoinsight² spotlights the e-business trends of 2011 New user generation increases usability pressure on contact centres
App boom reaches online trading
The e-commerce industry makes for mobility. An online shop on the stationary Internet is simply not enough for many retailers. The trend is now moving towards mobile catalogues and shopping apps. Why? Because more and more customers are using their smartphone to surf the Net. In five years’ time at the latest, mobile data volume will have caught up with that of stationary Internet, a development that goes hand in hand with the growing demand for mobile shops. At the same time, the current app boom and social networks are changing the face of electronic customer care. There is now growing pressure on contact centres to respond with user-friendly IT to the immense acceleration of communications. These are the findings of over 100 e-commerce and customer care experts who got together at the 7th novomind annual conference, novoinsight², on 20 October in Hamburg.

Online trading is proving to be a crisis-proof line of business
The event participants were all unanimous on one point: that the use of apps, mobile terminals and social media channels for online shopping will be the hottest topic for mail-order companies in 2011. In his provocative keynote speech “Bye-bye cursor”, Milan Antonijevic, an expert in the use of apps and mobile Internet, announced the imminent dawn of a new, highly accessible online world. “As we are already seeing today, apps are generating ten to 40 times more traffic than a normal website displayed on a smartphone,” he says. He also admitted a still unaddressed need for uniform technical standards. Apps developed for the iPhone, for instance, cannot be used on a terminal equipped with Android, the Google operating system. This means greater development costs because apps need to be designed for all commercially available terminals and operating systems.

More efficiency that benefits customers and employees alike
The app and social media boom coupled with a new generation of Internet users are additionally causing contact centres to rethink their systems. Twitter, Facebook and co. are set to assert themselves throughout electronic customer communications in the coming year even though the Web 2.0 channels do require faster response times from contact centres. Prof. Olaf Zukunft, professor and head of the Usability Lab of the Hamburg University of Applied Sciences, predicts that the necessary technology upgrades will be made. “There is growing pressure to provide user-friendly software because the social media generation is always online and used to receiving data virtually in real time,” says Prof. Zukunft.

novomind AG
Since 1999, Hamburg-based novomind has been developing innovative e-business solutions in four disciplines for the modern Internet world. The company is a European technology leader in each of its segments of activity, and covers the entire digital value-added chain in retail and electronic customer communication.

eCommunication (solutions for contact and service centres): novomind is the fastest-growing company in the fields of electronic customer communication and mail management. novomind iAGENT eliminates the need to use multiple IT applications by providing a standardised communication system.

eCommerce (e-shops and zoom servers): novomind advises companies in their choice of system, handles complete integration, and provides support for day-to-day operation.

ePDM (electronic Product Data Management): novomind enables the fast setting-up of customised product databases using novomind iPIM.

eMarketplace (marketplace integration): with its iPOEM software solution, novomind is the only supplier to provide the interface technology needed for quick and easy integration of projects involving high-traffic shops.

novomind AG is currently assisting more than 80 clients. Companies like Citibank, Der Club Bertelsmann, Deutsche Rentenversicherung Bund, Ernsting’s family, EnBW, gebrüder götz, OTTO and QVC use novomind technology for their customer communication, for boosting their sales, and for making their e-business processes more efficient.



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novomind AG
Bramfelder Chaussee 45
22177 Hamburg

Tel.: +49.40.80 80 71 - 0
Fax: +49.40.80 80 71 - 100



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