Maximize Your M-Commerce Strategy

Maximize Your M-Commerce Strategy Presented at MeasureWorks Mobile Performance Meet-up March 16, 2011Imad Mouline – CTO APM Solutions, Compuware@imadmouline

Agenda The big question: Native App or Mobile Site? The typical evolution of a mobile strategy Mobile performance: whose problem is it? Best Practices and Recommendations

How Do We Engage Mobile Users? Optimized mobile Mobile native Regular website website application

Should We Just Go With Our Website? Most smart and feature phones and tablets do not support complex, high bandwidth Flash & Ajax applications Common problems include usability hindrances, navigation paradigm clashes and screen real estate management issues iPhone 4 Blackberry Bold T-Mobile G1

Should We Just Go With Our Website?Internet Explorer 7.0 - 9.8 sec. iPad 3.2 - 18.7 sec. iPhone - 43.0 sec.Firefox 3.6.3 - 6.5 sec. “Full website” performance tested on mobile browsers using WiFi

We Need A Mobile Strategy – Should We Focus On A Mobile Site,Or A Mobile App, Or SMS? What is the profile of our end-users and what are they trying to achieve using our mobile initiative? RICHNESS OF EXPERIENCE/ DEVELOPMENT COST Smart- App App phones Smart & mid-end Mobile site Mobile site phones Smart, mid-end & feature SMS SMS phones ADDRESSABLE AUDIENCE DEVICE FOCUS

What Are The Pros And Cons Of A Mobile Website? Pros  Latest browsers increasingly support - access to local resources - latest performance optimization approaches  Short time to market  Higher level of device compatibility Cons  No access to certain native resources – e.g. camera  Sophisticated performance optimization techniques difficult to master

What Are The Pros And Cons Of A Mobile Application? Pros  Device-specific look and feel  Access to local/native resources  One touch startup  Opportunities for improved perceived performance Cons  Friction  Need to maintain backwards compatibility/fragmentation  Long time to launch/approval process

What Types Of Devices Should We Support? Research shows smartphone owners are by far the most active users of the mobile web F e e p a h t o u n r e Q M D S mh ao rn t e p 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Daily Weekly MonthlySource: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010

The Typical Evolution of a Company’s Mobile Strategy Denial – Don’t do anything Limitation  “Mobile Phone Users? Do we have any?”  “Just have them go to our regular website” (Reluctant) Acceptance – Create a minimal mobile site  “Let’s create a simple version of our website that works across all devices”  Lowest common denominator approach Panic – Get an app store presence as quickly as possible  “We have to have a native app. Everyone else is doing it”  Create a thin native wrapper around the browser object. Low effort. Questionable value. Contemplation – Fix the native app  “Wow! These phones can do that?”  Iteratively replace browser object with native calls, add device-specific capabilities Opportunity Maturity – Optimize the mobile site  “Wow! I can do that in a browser? Really?”  Use the mobile-specific browser capabilities to enhance mobile site

The Typical Evolution of a Company’s Mobile Strategy

Smartphones Have Redefined Mobile End-Users’Experience Expectations By end of 2011 Nielsen expects more smartphones in U.S. than feature phones As of November 2010  31 percent of U.S. mobile subscribers own smartphones  45 percent of recent acquirers chose a smartphone over a feature phone Mobile users expect rich, engaging mobile website and application end-user experiences

End-Users’ Mobile Experience Expectations Are Increasing

Not Meeting Your Customers’ Mobile Web Experience Expectations Negatively Impacts Brand Equity And Revenue Research shows 60% of mobile Web users had a problem in the past year when accessing a Website on their phone Media company has no insightinto performance or availability of outsourced mobile website Social media allows users to voice and record their frustration in real-time, negatively impacting revenue and brand equity

Not Meeting Your Customers’ Mobile App Experience Expectations Negatively Impacts Brand Equity And RevenueMobile app stores featurebuilt-in end-user feedbackmechanisms that directly impact app uptake

Mobile Service Performance Impacts Business Results Abandonment Rate Across 200+ Sites / 177+ Million Page Views Over 2 weeks / All Browsers 30 25Abandonment Rate (%) 20 Abandonment Rate - 15 All Browsers 10 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Page Load Time Band (sec.)Source: Gomez real user monitoring

Mobile Service Performance Impacts Business Results Abandonment Rate Across 200+ Sites / 177+ Million Page Views Over 2 weeks / All Browsers vs. iPhone Safari 30 25Abandonment Rate (%) 20 Abandonment Rate - All Browsers 15 Abandonment Rate - iPhone Safari 10 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Page Load Time Band (sec.)Source: Gomez real user monitoring

Mobile Website And Application Performance Is NotSomebody Else’s Problem Your competitors’ mobile services are delivered over the same wireless networks as your own Differences in mobile web page response times across verticals 3 US locations, AT&T/iPhone, 27 Dec 2010 to 24 Jan 2011BANKING TRAVEL NEWS RETAIL SPORTS Fastest Fastest Fastest Fastest Fastest3.138 sec 4.086 sec 6.301 sec 8.602 sec 15.837 sec Slowest Slowest Slowest Slowest Slowest

iPhone Performance in the Netherlands – February 2011 Load Time Perceived Render Time 20 18 16 14 12 10 8 6 4 2 -

Delivering Quality Mobile Web And App Experiences Is Difficult1. What is 2. Where is the the root business cause? impact? Cloud Customers Private Public Browsers Local Data Center ISP 3rd Party/ Virtual/Physical Environment Cloud Services Is it myMainframe DB Servers App Servers Is it an Web Servers Is it a Load Balancers Is it a data ISP or the 3rd party browser Major center? Storage NetworkInternet? provider? or device? ISP Content Delivery Networks Web Mobile WAN Services Components Optimization Mobile Carrier Devices Employees Employees (via WAN)

Know Your End-Users And Their Context Can end-users complete key transactions in the mobile context?  Under time pressure  While on the move  Often one-handed  With intermittent network connections & GPS signals What devices do they use? What networks are they on? What are their usage patterns? What is their location? What else are they doing?

Know Your Application Inside the Outside the firewall User’s device firewall Web Shopping analytics Session cart Information Ads from Adserver Search CMS content Video from media server CDN content

Know Your Browsers: Browsers Are EvolvingHTML5 support  Application cache canvas, audio, video, local storage, geo-location, web workers etc.CSS3 Support  Webfonts, animations, gradients, shadows, etc.Performance improvements  Faster JavaScript processing  Parallel download of JS scripts  More parallel connections  Resource pre-fetching  Multi-threading in JS Key Trend - more and more client-side processing

Browsers Are Evolving Fast Google and Apple driving HTML5 support for web & mobile browsers  “Were betting big on HTML 5.” - Vic Gundotra, Google  “The world is moving to HTML5.” - Steve Jobs, Apple HTML5 Test is an indicator of browser support for HTML5 features  Safari, Chrome and mobile browsers lead the way IE 7 IE 8 IE 9 beta FF 3.6iPad 3.2 Android 2.2 iPhone 4.2 Safari 5.0 Chrome 6 HTML5 Test (max 300 points ) - http://html5test.com/

Leverage HTML 5 Support For Improved Performance And BetterExperiences Across A Wide Range Of Devices

Simplify And Think End-User Goals Fewer steps to complete an end-user goal equals better perceived performance from an end-users’ perspective

Know If Your Mobile Site’s Performance Compares FavorablyTo The Competition Your competitors’ mobile site and app performance contributes to shaping your customers’ expectations

Validate Your Mobile Site Renders As Expected For All End-UsersAndroid 2.2 – Nexus One BlackBerry OS 5 – Storm 2 iOS 4.1 – iPhone 3GS

Make Sure Your Mobile Service Performs As Expected For All End-Users

Prepare For Success Mobile site & app traffic exceeded expectations & overwhelmed mobile delivery infrastructure leading to slow load times & outages

Adopt A “One Web” Application PerformanceManagement Philosophy What constitutes mobile? Web & mobile sites & applications often share infrastructure & web services Important to leverage established and common best practices, metrics and technologies for both mobile and web channels  Garner operational efficiencies  Identify mobile specific problems, web specific problems or both across the entire web application delivery chain – from device to datacenter iPad & Safari iPhone & Safari iPhone App Windows 7 & Chrome

How To Assure The Customer Mobile Web Experience Stop thinking of mobile as a channel with limitations Know your end-users and their context Simplify and think end-user goals Make sure your mobile service meets end-users’ experience & performance expectations Know if your mobile site’s performance compares favorably to the competition Prepare for success Adopt a “One Web” application performance management philosophy

Ensure Your Mobile Initiatives PerformDeliver quality mobile Website, Benchmark mobile service performanceapplication and SMS experiences against the competitionEnsure mobile sites & apps perform Identify, diagnose & resolve performanceoptimally under peak traffic conditions issues before customers are impacted

QuestionsGomez Customers EnjoyMeasurable BenefitsIncreased conversions 10%Reduced homepage load time from11.3 seconds to 3.4 secondsImproved page load times 23%Saved 50%+ in staff and feesReduced seven-steptransaction time by 50%Reduced downtime 45%Achieved under 3 secondresponse time and 99%+availabilityValidated decision to consolidatethree data centersFor more information visit Gomez.com or contact us at +1 781.778.2700

Maximize Your M-Commerce Strategy

by Compuware APM on Mar 18, 2011

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Maximize Your M-Commerce Strategy — Presentation Transcript