Blue Nile Mobile Marianne Marck

11 Drivers Serving Customers Staying relevant, having a mobile presence Tools for buying diamonds, comparing specifications and price, assessing value Providing education and a “no pressure” experience Managing Costs Complex search service for diamonds Very lean cost structure

22 Our Customer Behavior Customer profile 1.9% of visitors coming to the Website via iPhone / iTouch (obviously due to a better browser).09% of visitors coming via Android >.01% coming from Blackberry, Palm, Symbian Customers are making purchases on their phones

3 Going Mobile: Platforms and Devices, Many Choices

1. Start with Mobile Web Application  iPhone as the target device, but make sure it works on android browsers  Build a prototype first  Use styles and tools to get the native app look and feel  Build seamless integration with full website  Integrate and phone features 2. Create iPhone application  Assess value of Webapp  Go out of house for iPhone dev skills  Reuse services created for the Webapp 4 Strategy

55 Blue Nile Websites, Home Page

66 Blue Nile Websites, Diamond Search