Innovating at the Pace of Mobile: Akamai Aqua Ion Whitepaper
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Innovating at the Pace of Mobile: Akamai Aqua Ion Whitepaper

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Innovating at the Pace of Mobile: Understanding and overcoming the unique challenges of the online mobile space. ...

Innovating at the Pace of Mobile: Understanding and overcoming the unique challenges of the online mobile space.

In this paper, we examine in detail the challenges that organizations need to surmount to successfully
capitalize on the mobile opportunity, and we look at how a comprehensive mobile delivery platform can
help maximize the chances of success. Built on Akamai’s intelligent, globally distributed network, AQUA
Ion Mobile provides such a platform, reducing IT cost and complexity while making it easy for businesses
to offer engaging, responsive mobile experiences – web or native – across every device and every network,
every time.

For more information on Akamai's Mobile solutions, please visit: http://www.akamai.com/html/solutions/aqua_ion_mobile.html

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Innovating at the Pace of Mobile: Akamai Aqua Ion Whitepaper Innovating at the Pace of Mobile: Akamai Aqua Ion Whitepaper Document Transcript

  • White PaperInnovating at the Pace of MobileUnderstanding and overcoming the unique challengesof the online mobile space
  • Table of Contentsexecutive summary. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3Introduction. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4The Challenges of Mobile . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 Mobile Networks 4 Mobile Devices 6 Continuous Change 7Akamai Aqua Ion Mobile: Simplifying and Optimizing Mobile 8 How Aqua Ion Mobile Works 8 Optimized Performance 9 Intelligent Performance 10 Partnering with a Platform 11Why Akamai. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
  • Innovating at the Pace of Mobile 3Executive Summary:In today’s on-the-go world, mobile adoption is occurring at an unprecedentedpace, creating a tremendous opportunity no company can afford to ignore. Ourmobile devices are our constant companions, transforming the way we shop, eat,play, and live. They have become such an integral part of our lives that 44% ofpeople would choose their devi ces over their wallets if they could only take onewith them when leaving the house in the morning, and one-third of us reportfeeling anxious when away from our phones for even a short period of time,according to the 2012 Time Mobility Poll.i Even more remarkably, online mobileusage is already catching up to the desktop – while promising far greater potential,given the medium’s unique access to anytime, anywhere interactions that arehighly personal and highly relevant, as well as its singular ability to fulfill needsthat are both immediate and impulsive. The opportunity that mobile presentsfor businesses is game-changing.Unfortunately, the challenges are equally formidable. Organizations are struggling to deliver mobileexperiences that live up to user expectations, confounded by mobile last mile, slow networks, unreliableconnections, and device limitations – all contributing to end user interactions that that simply don’tmeasure up when compared to the desktop Internet.To capture the mobile opportunity, marketers must deliver consistently high quality experiences. Thisrequires the ability to overcome the limitations of wireless networks and delivery systems, as well as astrategy for handling the extensive and ever-growing diversity of end user devices – each with its owncapabilities and limitations. Success will be driven by an intelligent understanding of the real-time contextof each request, including device characteristics and network conditions, to provide a tailored andoptimized response.Finally, due to the unprecedented pace of innovation in the mobile space, organizations will need theability to move with speed and agility. This places a premium on solutions that reduce complexity andseamlessly support a wide variety of mobile strategies.In this paper, we examine in detail the challenges that organizations need to surmount to successfullycapitalize on the mobile opportunity, and we look at how a comprehensive mobile delivery platform canhelp maximize the chances of success. Built on Akamai’s intelligent, globally distributed network, AQUAIon Mobile provides such a platform, reducing IT cost and complexity while making it easy for businessesto offer engaging, responsive mobile experiences – web or native – across every device and every network,every time.
  • Innovating at the Pace of Mobile 4IntroductionThe mobile revolution has come fast and furious, transforming the way we shop, play, work, andinteract. From paying for coffee, to getting restaurant recommendations, to sharing their lives, peopleare using the device in their pocket or purse to do more and more each day.The pace of mobile’s growth is astounding: Cisco reports that global mobile data traffic in 2011 waseight times the size of the entire Internet in 2000, and it is expected to increase another 18-fold by2016.ii Similarly, Google reports that search queries from mobile devices have quintupled in the lasttwo years alone; in fact, during the 2012 Super Bowl and Olympics, respectively, 41% and 47% ofU.S. search queries came from mobile devices.iii To give it another perspective, mobile device usage isreported to be growing at a rate that is 10 times faster than the PC revolution, 2 times faster than thedot.com Internet boom, and 3 times faster than current social network adoption.ivAlways on and always there, mobile devices have become integral part of our lives and our psyches.This means that mobile offers marketers countless opportunities to connect with audiences in a waythat is more relevant and more powerful than ever before. ComScore predicts that mobile advertisingin the U.S. alone will reach $2.5 billion by 2014.vWhile this is just a fraction of the overall online advertising market, we are only at the beginning ofthe mobile revolution, with the potential still largely untapped. As Internet analyst Mary Meeker notes,a comparison with more mature mobile markets, such as Japan, offers an indication of the tremen-dous revenue opportunities the mobile channel holds in store. Meeker predicts that mobile monetiza-tion in the U.S. could surpass the desktop within just one to three years. This means companies todayhave the rare chance to capitalize on a very unique and significant opportunity with mobile – one theycan’t afford to ignore.The Challenges of MobileTo successfully harness the power of mobile, organizations need to offer compelling and responsiveend user experiences. But while delivering interactions to a mobile device is superficially similar totraditional Internet desktop delivery, in reality it presents significant additional obstacles, due to theunique characteristics of mobile networks and the devices they serve. The rapid pace of innovation inthe mobile market makes things more challenging as well. We now examine each of these areas ingreater detail.Mobile NetworksBOne of mobile’s most powerful features is the ubiquity of the network – and the fact that ourdevices are always with us, providing a truly always-connected experience that we have grown evermore reliant upon. In fact, more than half of those surveyed in the 2012 TIME Mobility Poll checktheir phones at least once every 30 minutes.vii For marketers, this not only provides the opportunityto engage consumers on the go or at the point of sale, but also opens untapped markets worldwidein areas where the fixed-line Internet has less reach. Even within highly developed fixed-line markets,this can be true: analyst firm IDC predicts that by 2015, mobile Internet users will surpass fixed lineusers in the U.S. vii
  • Innovating at the Pace of Mobile 5The downside is that mobile networks were not designed for web traffic as fixed line networks andtherefore experience many more speed and reliability issues. Compuware Gomez’s industry bench-marks show that even among top U.S. brands, many of whom may have mobile-optimized sites, theend user experience is roughly four times slower on mobile versus the desktop.ix This represents asignificant lost opportunity for businesses, since consumers expect much more: a recent study showedthat that 71% of mobile users feel sites should be as responsive on their mobile devices as to theirdesktops, and 74% refuse to wait more than 5 seconds for a mobile site to load.xIndeed, studies repeatedly show the clear impact site performance can have on revenue and con-version rates. A 2012 Walmart analysis shows, for example, that the retailer saw a sharp decline inconversions and a high increase in as average page load time increased. Overall, shoppers who con-verted had experienced page load times that were nearly twice as fast as shoppers who didn’t end upconverting. Predictably, specific pages that had high load times also saw much higher bounce rates.xiUnfortunately, performance is a difficult problem for mobile sites and applications, as they must over-come first mile and middle mile bottlenecks just as traditional Web sites do for desktop clients – butthey face a far more difficult last mile. These slow and lossy mobile networks often have much higherdegrees of latency (i.e., the time delay involved in sending a packet across the network and back) andpacket loss than that of broadband fixed-line networks. Figure 1 below illustrates some of the keyperformance issues encountered.Bottlenecks in Mobile Site and Application Delivery Mobile Network Mobile Sites & Apps Internet GGSN RRt = 10-50 ms (domestic) Device Mobile RTT = 130-500msFirst Mile Middle Mile Last Mile•  calability S • nternet congestion I •  low cellular network speeds S• Reliability • Routing problems • Extreme variability in latency• Security • International Latency • Lossy and unreliable network
  • Innovating at the Pace of Mobile 6Cellular networks’ higher packet loss and slower network speeds both negatively impact mobile perfor-mance. But the networks’ high latency, or network round trip time (RTT), is the biggest culprit. Not onlyis latency an order of magnitude slower across the mobile last mile, but it is also highly variable, fluctu-ating from moment to moment as network conditions and loads change, and as users move from onearea of coverage to another. The problems are compounded when delivering mobile applications or websites to mobile browsers, because each application page is typically made up of numerous requests, andwhile each individual request suffers from increased RTT, overall page performance degrades not linearly,but exponentially. As a result, the user experience deteriorates, the application becomes unusable, andyour brand suffers.In addition, just as with the fixed-line Web, we see variability in mobile usage and network qualitydepending on time of day, the season, and “flash crowd” events where demand can quickly outstripcapacity. In addition, many other factors, ranging from signal strength, to cell tower capacity, to thenetwork operator and type of carrier infrastructure deployed, can affect real-time latencies in the mobilenetwork, making them far less predictable than their fixed line counterparts.Unfortunately, the volatile conditions and high latencies found across cellular networks can wreak havocon the performance of both TCP and HTTP, the communications protocols used by mobile applicationsand web sites. Standard TCP, for example, is designed to provide “reliable” transport at the cost ofperformance. It simply is not tuned to work well under scenarios with high loss, high latency or highlyvariability – all common in mobile networks.TCP and HTTP also have significant connection set up overhead that is exacerbated by long round triptimes. To make matters worse, typically only a single HTTP request is utilized per TCP connection, so asingle slow response can block the download of the rest of the page, which may include dozens of suchrequests. In a high latency situation, connections are sitting idle much of the time, waiting for the otherside’s response. Unfortunately, these inefficiencies translate into stalled downloads, unresponsive applica-tions, and, ultimately, unhappy mobile users abandoning ship.Mobile DevicesUnderstanding mobile devices – including how they are used and how they fundamentally differ fromtraditional desktop environments – is a second critical component to a successful mobile strategy. Whilethe unique nature of mobile interactions presents a tremendous opportunity, the vast diversity of devicesand mobile contexts poses a daunting challenge as well.The indispensable nature of mobile devices offers brands and businesses an abundance of new touchpoints for engaging with customers. We take our smartphones everywhere, relying on them to help uslocate a nearby store or service, research a product, check the latest headlines, or check in with friendswhen we’re on the go. For example, a recent Google/Ipsos survey showed that 96% of consumers haveused their smartphone to research a product or service, 78% have them while shopping in brick and
  • Innovating at the Pace of Mobile 7mortar stores, and 71% have used them in restaurants.xii Even at home, our tablets and phones areconstantly in use; Nielson reports the 88% of tablet owners and 86% of smartphone owners in the U.S.use their devices while watching TV, for example.xiiiMoreover, smartphones and tablets are truly personal devices and have access to important contextualinformation such as location data, as well as offering greater immediacy and relevancy to the consumer’simmediate task. Combining this with the high level of engagement inspired by these in-hand devicesand their touchscreens, mobile – done right – offers businesses the perfect setting to create meaningfuland memorable interactions that will build their brand and grow their consumer base.Unfortunately, capitalizing on these opportunities is easier said than done. First, there are the limitationsof the devices themselves. Mobile devices enjoy only a small fraction of the CPU power, memory, andstorage space that desktop devices have. This can affect page and application response times and ca-pabilities. In addition, the smaller display size of mobile devices creates the need for a more streamlinedand focused user interface to offset the limited screen real estate.In most cases, successful mobile experiences can’t be simply repurposed from the desktop. They requirea clear strategy for managing and optimizing the user experience across a vast range of device anduser scenarios. Already, smartphones and tablets come in an unprecedented range of form factors andcapabilities, but they continue to proliferate as the brisk pace of technological advancement, coupledwith the 24-month lifecycle of wireless carrier contracts, drives consumers to upgrade their devices morerapidly than ever before. It may not even be enough to simply design one site for “smartphones” andone for “tablets,” as the diversity within these subcategories is still tremendous. Differences in operatingsystem, processor speed, screen size and resolution, browser capabilities, supported technologies (suchas Flash or JavaScript), and protocol support, all significantly impact the end user experience. This makescreating, testing, maintaining and delivering high quality mobile experiences a particularly daunting task.Continuous ChangeA final key challenge in mobile is the unmatched velocity of change. Though the desktop Internet hasevolved significantly over the past decade and continues to do so, the mobile space elevates the paceof innovation to a whole new level. Devices, networks, software, protocols, and standards are con-tinually in flux, leaving businesses to grapple with many difficult decisions, starting with fundamentals:mobile web site, native app, or both? Build-off an existing desktop site, or create a separate one formobile? Should we make the shift to responsive web design? Do we need separate tablet and phoneapps? How many different types of tablets and phones should/can we support?Weighing heavily on decision-makers will be the most important question of all: how do we keep upand keep our mobile presence functioning as the landscape continually changes? Will my decisionstoday be obsolete before the project is even complete? While various point products continue toemerge in the marketplace to help companies overcome specific mobile challenges around perfor-mance and usability, these single-focus solutions leave too many other headaches unaddressed, andthey may become wasted investments if mobile landscape shifts or if the business decides to changeits mobile strategy.
  • Innovating at the Pace of Mobile 8 Finally, as mobile takes businesses into swiftly changing, uncharted territory, insight and intelligence into mobile consumption becomes an essential competitive advantage. Thus, in evaluating potential mobile strategies, companies need solutions that not only enable them to be agile and responsive to a rapidly evolving landscape, but that also deliver the data and insight that will allow them to make the right strategic decisions to drive their mobile channel to success.Akamai Aqua Ion Mobile: Simplifyingand Optimizing MobileDesigned to help businesses overcome the unique challenges of the mobile landscape, Akamai AquaIon Mobile is the industry’s first comprehensive mobile delivery platform for the optimized delivery ofcompelling mobile experiences to users across any device, on any network, anywhere.Built on the Akamai Intelligent Platform, Aqua Ion Mobile combines layers of mobile-specific optimiza-tions with the proven performance, scale, and reliability of the Akamai Intelligent Platform, a cloud-based computing platform comprising more than 100,000 servers in over 1,000 networks across 78countries worldwide to deliver a vastly superior experience to end users, whether they are using themobile Web or native mobile applications with live data communications. In addition, by leveragingthe unmatched reach and the unique device and network intelligence of the Akamai platform, AquaIon Mobile provides organizations with valuable insight into their audience’s mobile consumption aswell as the characteristics and capabilities of the devices being used.As a result, Aqua Ion Mobile customers should enjoy increased user adoption, higher conversion rates,greater cross-channel engagement, and an enhanced brand image. Aqua Ion Mobile also reduces theIT cost and complexity associated with mobile, while delivering unique mobile intelligence that helpskeep our customers executing strategically ahead of the game.How Aqua Ion Mobile WorksAt a high level, Aqua Ion Mobile is a cloud-based service that works in a similar way to Akamai’s otherperformance solutions such as Dynamic Site Accelerator, with our mobile-specific acceleration andintelligence services layered on top. The service is transparent to end users while enabling contentproviders to leverage the reach of Akamai’s Intelligent Platform to deliver an optimal mobile experi-ence to end users. When an end user’s mobile browser or native mobile application makes a content request, it is quickly routed to a nearby server in Akamai’s highly distributed global platform. This server is generally very near the mobile network’s GGSN or IP gateway – the point at which the cellular network connects to the Internet. Requested content may be served directly from this server’s cache or requested from the“origin” server (the data center where the content ultimately originates) over an optimized connection. As appropriate, Akamai also intelligently applies additional mobile performance optimizations, such as Adaptive Image Compression, Front-End Optimization, and Mobile Detection & Redirect. Content is then accelerated to the end user via Akamai’s Enhanced Mobile Protocol as well as browser specific optimization.
  • Innovating at the Pace of Mobile 9 Akamai pulls and caches content on servers in mobile IP gateways and other locations at the edge of the Internet, close to mobile users. GGSN Cellular Network Akamai Edge Servers Origin Server Akamai intelligently applies mobile-specific acceleration capabilities and delivers to end users occurs over a mobile-optimized connection Wi-FiFigure 2: Akamai provides intelligent, mobile-optimized delivery fromits globally distrubuted networkTo maximize quality of the end user experience, Aqua Ion Mobile offers a number of performancecapabilities designed to address mobile-oriented challenges. These can be loosely categorized intooptimization capabilities, intended to surmount the limitations of mobile networks, and intelligencecapabilities, designed to deliver an enhanced user experience across the diverse range of mobile de-vices. Let’s have a closer look at both.Optimized PerformanceAqua Ion Mobile offers multiple performance optimization capabilities focused on improving theresponsiveness of the mobile experience over both Wi-Fi and cellular networks. Most of these featuresspeed up all types of HTTP communications, providing a cloud performance layer that accelerates anytype of mobile strategy – whether it be a native app, mobile site, responsive design site, or a hybrid ofthese.For middle mile acceleration, Aqua Ion Mobile leverages capabilities like SureRoute (which providesa fast path across the long-haul Internet) and intelligent TCP optimizations – the same proven tech-nologies that accelerate data across the Web for the world’s leading sites and cloud applications.Compression and pre-fetching across the middle mile can also provide enormous benefit for mobileapplications.In the last mile, where mobile differs significantly from the fixed-line Web, Akamai offers severalmobile-specific optimizations. Akamai’s Enhanced Mobile Protocol, along with its mobile networkmap and mobile caching technologies, seamlessly accelerate communications for all types of smartphone and tablet applications, including web, native, and hybrid apps.
  • Innovating at the Pace of Mobile 10•  obile Network Map – Akamai’s globally distributed platform boasts an unparalleled edge server M deployment, putting it in a unique position to minimize latency by caching and delivering as close to the end user as possible. For cellular users, servers are located in or near the mobile network’s GGSN or IP gateway. For Wi-Fi users, servers are typically located within the ISP network itself.•  obile Caching – Akamai improves cacheability of mobile content by enabling multiple versions M of an object to be cached. Akamai’s edge servers intelligently deliver the correct version based on incoming device characteristics, offloading the origin and enabling a faster and more targeted response for the end user.•  nhanced Mobile Protocol – The standard TCP and HTTP protocols are not necessarily well-suited E to high-latency, high-packet-loss environments, so Akamai’s Enhanced Mobile Protocol (EMP) detects such conditions in real-time and adjusts TCP parameters accordingly. EMP also supports HTTP pipelining, an optimization supported by many mobile browsers, which enables multiple requests to be made over the same HTTP connection, greatly reducing the delays due to the high round trip times found in cellular networks. Intelligent Performance Improving the mobile experience is not simply about overcoming the physical limitations of wireless networks, but also about being able to deliver the right experience for each type of mobile device, given the particular conditions that surrounding a given connection – Akamai refers to this as“situational performance” or the ability to apply optimizations on a scenario-by-scenario basis. Doing this requires sophisticated knowledge about each data request, including information about device characteristics and real-time network conditions. Aqua Ion Mobile offers this intelligence, enabling content providers to seamlessly provide a differentiated experience for each end user request, without incurring the cost and complexity involved in having to keep up with a continually changing landscape of mobile devices and their capabilities.While many of the intelligence capabilities listed below are primarily relevant to web-based mobilescenarios (including mobile sites and responsive design sites, as well as hybrid native applicationsusing a web view), certain features, like Adaptive Image Compression, can boost performance for alltypes of mobile apps.•  daptive Image Compression – Akamai intelligently adjusts compression parameters for images A in real time, as needed and according to content provider parameters, based on changing end user network conditions. This helps to deliver the optimal balance between image quality and download time. Users can enjoy high quality images when network conditions are good without suffering from slow performance when conditions are poor.
  • Innovating at the Pace of Mobile 11•  ront End Optimization – Akamai’s automated Front-End Optimization (FEO) layer applies F real-time transformations that streamline and speed up existing web content, using a wide range of techniques to reduce the number of HTTP requests, reduce the size of data requested, and accelerate browser page rendering. Akamai’s sophisticated offline FEO analysis engine determines the appropriate optimizations for rendering given content on different devices, and Akamai’s edge servers then apply those transformations dynamically based on the characteristics of each incoming request.•  obile Detection & Redirect – For customers who maintain different web sites for different device M categories, Akamai can detect the device and its salient characteristics, and then redirect end users to the appropriate site – all from the edge of the network. This low-latency redirect minimizes end user wait time, offloads the origin server, and frees the content provider from having to maintain a continually changing database of device capabilities.•  evice Characterization – Similar to Mobile Detection, Device Characterization is designed D for customers who want to make decisions regarding which content should be delivered based on specific device characteristics and capabilities. Akamai’s edge servers detect these capabilities (e.g. screen size, browser version, Flash support, JavaScript support), and provide the information back to the origin to serve differentiated content. In turn, these responses can be used to seed a device-based cache hierarchy that can deliver content to different devices that match particular characteristics.Partnering with a PlatformAs organizations look to harness the potential of mobile, there is great benefit in partnering with asolution that helps overcome mobile challenges in a holistic way. Akamai’s Aqua Ion Mobile offers acomprehensive platform that delivers seamless performance from first mile to last, intelligently apply-ing optimization layers tailored to the unique context of each request. In contrast to point productsthat address only a small piece of the puzzle and may quickly become obsolete as strategy shifts,Aqua Ion Mobile supports a broad range of mobile strategies, enabling companies to move with theagility and responsiveness critical to iterate and succeed in this rapidly evolving landscape.
  • Innovating at the Pace of Mobile 12Optimizing the Mobile Experience from End-to-End First Mile Middle Mile last Mile GGSN Customer Infrastructure Akamai Intelligent Platform Mobile Network Operator Aqua Ion Mobile First Mile Middle Mile Last Mile •  hort distance to nearest S •  ureRoute S •  obile Network Map M Akamai Server • Persistent TCP connections • Enhanced Mobile Protocol • Presistent TCP connections • Connection pooling • Mobile Detection & Redirect • Connection pooling • TCP Window optimization • Mobile Front-End Optimization • Compression • Adaptive Image Compression • Device CharacterizationBecause mobile optimization is not a straightforward, one-size-fits-all problem – in fact, it is almostthe antithesis – a multi-layered approach like Akamai’s offers the greatest flexibility. Each layer is onlyapplied when relevant, but they work in concert with one another; for example, the Enhanced MobileProtocol speeds up the last mile round-trip, while Front-End Optimization works to reduce the size ofobjects and the number of round-trips needed. The layered approach also allows content providers totake advantage of additional Akamai capabilities, including security offerings like Akamai’s Web Ap-plication Firewall and Distributed Denial-of-Service protection, across their mobile channel.A layered approach can quickly become complex to manage, but the deep device and network intel-ligence built into Akamai’s platform frees content providers from this complexity. With the platform’stremendous breadth and reach, Akamai enjoys unmatched insight into mobile traffic and its widevariety of use cases, driving its ability to intelligently deliver the right optimizations, even as devicesevolve and network conditions change. For instance, FEO optimizations need to be customized forthe end user environment, because different browsers and devices behave in different ways and thusrequire different optimizations. Images may also need to be re-sized differently for devices with differ-ent screen resolutions. In addition, a device connected over a lossy, high-latency network may benefitfrom different types of optimizations than a device running over a fast Wi-Fi connection. Akamai’snetwork can take all these factors into consideration and seamlessly apply the right optimizations foreach unique situation – hiding the complexity from the origin server and allowing our customers tosimply focus on their core mission of developing compelling content.
  • Innovating at the Pace of Mobile 13Why AkamaiTo capitalize on the vast potential promised by the mobile market, businesses need to be able to offerhigh quality mobile experiences that consistently achieve the levels of responsiveness end users expect.With over a decade of proven expertise in delivering fast, reliable and secure user experiences, Akamaiis uniquely positioned to help organizations deliver these compelling mobile experiences and succeedin the rapidly evolving mobile space.Built on a platform that is trusted by the world’s leading brands to deliver over two trillion Internetinteractions each day, Akamai Aqua Ion Mobile offers:Superior Performance. Aqua Ion Mobile addresses performance bottlenecks all the way from first mileto last, leveraging the unmatched reach of the Akamai network, along with optimizations intelligentlytailored in real-time for each request, to deliver rich, responsive experiences to end users.Greater Flexibility. Akamai’s layered platform approach supports a broad range of mobile strategiesand allows content providers to seamlessly leverage new services on demand, giving them the agilitynecessary to iterate and innovate at the pace of mobile.Better Intelligence. By offering valuable insight into their audience’s mobile usage, Akamai provides acompetitive advantage to customers as they navigate the fast-changing mobile landscape. In addition,Akamai’s ability to use real-time device and network intelligence enable it to seamlessly provide anoptimal end experience to every user, on every device, across every network.Stronger Return on Investment. Akamai customers can enjoy stronger mobile adoption, higherconversion rates, and greater cross-channel engagement – leading in turn to increased revenue andenhanced brand perception. At the same time, Akamai Aqua Ion Mobile reduces the complexity andcost associated with effective mobile delivery, allowing content providers to simply focus on executingtheir mobile strategy – quickly, easily, and successfully.
  • i http://www.qualcomm.com/media/documents/time-mobility-poll-cooperation-qualcomm ii http://www.cisco.com/en/US/solutions/collateral/ns341/ns525/ns537/ns705/ns827/white_paper_c11-520862.html iii https://plus.google.com/+ThinkwithGoogle/posts/adYjjh7mY7F, http://www.mobilemarketer.com/cms/news/search/13494.html iv http://blog.flurry.com/bid/88867/iOS-and-Android-Adoption-Explodes-Internationally v http://www.comscore.com/Press_Events/Presentations_Whitepapers/2011/The_State_of_the_US_Mobile_Advertising_Industry vi http://kpcb.com/insights/2012-internet-trends vii http://www.qualcomm.com/media/documents/time-mobility-poll-cooperation-qualcomm viii http://www.idc.com/getdoc.jsp?containerId=prUS23028711 ix http://www.gomez.com/benchmarks/ x http://www.gomez.com/wp-content/uploads/CPWR-MWD-Infographic-FNL3.pdf xi http://www.webperformancetoday.com/2012/02/28/4-awesome-slides-showing-how-page-speed-correlates-to-business-metrics-at-walmart- com/ xii http://services.google.com/fh/files/blogs/our_mobile_planet_us_en.pdf xiii http://www.tuaw.com/2012/04/05/nielsen-more-people-use-tablets-smartphones-while-watching-tv/ xiv http://www.chromium.org/spdy/spdy-whitepaper xv  Responsive Web design is the approach that suggests that design and development should respond to the user’s behavior and environment based on screen size, platform and orientation. The practice consists of a mix of flexible grids and layouts, images and an intelligent use of CSS media queries. (This helps) eliminate the need for a different design and development phase for each new gadget on the market. (from http:// coding.smashingmagazine.com/2011/01/12/guidelines-for-responsive-web-design/)Akamai® is the leading cloud platform for helping enterprises provide secure, high-performing user experiences on any device, anywhere. At the core of the company’s solutionsis the Akamai Intelligent Platform™ providing extensive reach, coupled with unmatched reliability, security, visibility and expertise. Akamai removes the complexities of connectingthe increasingly mobile world, supporting 24/7 consumer demand, and enabling enterprises to securely leverage the cloud. To learn more about how Akamai is accelerating thepace of innovation in a hyperconnected world, please visit www.akamai.com and follow @Akamai on Twitter.Asia Pacific Headquarters 1 Raffles Place, #16 – 61 One Raffles Place, Singapore 048616 Tel +65.65.6593.8700 Fax +65.65.6593.8799European Headquarters Pfingstweidstrasse 60, 8005, Zurich, Switzerland Tel +41.43.210.91.00 Fax +41.43.210.91.01North American Headquarters 8 Cambridge Center, Cambridge, Massachusetts, United States 02142 Tel +1.617.444.3000 Fax +1.617.444.3001©2012 Akamai Technologies, Inc. All Rights Reserved. Reproduction in whole or in part in any form or medium without express written permission is prohibited. Akamai and the Akamai wave logo are registeredtrademarks. Other trademarks contained herein are the property of their respective owners. Akamai believes that the information in this publication is accurate as of its publication date; such information is subjectto change without notice.