The Best of the Mobile Web

                     Carl D. Howe, Director, Anywhere Consumer Research
                     N...
Who is Yankee Group



 • The first independent research firm trusted for nearly 40
   years
 • Focused exclusively on Any...
• A common network
                                                                                                  • Bro...
Anywhere: The largest technology change of our lifetimes




  New kinds of consumers                                     ...
Today, 23 countries are on the verge of Anywhere




© Copyright 2008. Yankee Group Research, Inc. All rights reserved.   ...
16 countries will have more than one broadband line per
person by 2012, becoming Anywhere Economies




© Copyright 2008. ...
Today’s Takeaway




                                                                      The mobile
                    ...
Agenda




              • Why the Anywhere Web
              • Scoring Anywhere
              • Common Lessons




© Copy...
Agenda




              • Why the Anywhere Web
              • Scoring Anywhere
              • Common Lessons




© Copy...
The Problem with Native Mobile Phone Applications




                                                             1,000+
...
App Developers Are Scarce




                                                Java and
                                   ...
Enter the Mobile Web


•   It is least common denominator technology.
•   Web skills are plentiful.
•   Mobile Web browser...
First Challenge: Mobile Experiences Are Different

                                                                       ...
Second Challenge: Finding the Mobile Web Address


 • mycompany.mobi
 • mycom.mobi
 • mobile.mycompany.com
 • m.mycompany....
Mobile Web Growth Today Parallels the Early Internet




© Copyright 2008. Yankee Group Research, Inc. All rights reserved...
Agenda




              • Why the Anywhere Web
              • Scoring Anywhere
              • Common Lessons




© Copy...
The Yankee Group Anywhere Web Scorecard




© Copyright 2008. Yankee Group Research, Inc. All rights reserved.   The Best ...
How We Score Mobile Websites




                                                                     • 25 objective crite...
Our First Anywhere Web Study


                                                                                           ...
Airlines Struggled to Take Off




                                                 52: Southwest, Air France
            ...
Number Three in Airlines: Delta




                                                   55: Delta
                         ...
Number Two in Airlines: British Airways




                                                   57: British Airways
       ...
Number One in Airlines: American Airlines




                                                     65: American Airlines
 ...
The Winners: Financial Services




                                                                       56: American Ex...
Number Three in Financial Services: Fidelity Investments




                                                    62: Fidel...
Number Two in Financial Services: First Interstate Bank
and US Bancorp




                                               ...
Number One in Financial Services: Bank of America




                                                    67: Bank of Amer...
The Winners: Shopping




                                                            58: BMW, OpenTable, CNet

          ...
Number Three in Shopping: Amazon and Best Buy




                                                    61: Amazon, Best Buy...
Number Two in Shopping: eBay




                                                  63: eBay
                              ...
Number One in Shopping: Edmunds




                                                   67: Edmunds
                       ...
Agenda




              • Why the Anywhere Web
              • Scoring Anywhere
              • Common Lessons




© Copy...
Common lessons from 32 Web reviews


  • Site Builders:
          – Less is more.

          – Sites need to use Web stand...
Recommendations for Site Builders




                            • The mobile Web is the next phase of Anywhere.

       ...
Questions and Answers




© Copyright 2008. Yankee Group Research, Inc. All rights reserved.   The Best of the Mobile Web ...
Thank you!

 Carl D. Howe, Director, Anywhere Consumer Research
 chowe@yankeegroup.com
 617-598-7314

 For schedules, plea...
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Best of the Anywhere Web Webinar

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The movement toward Anywhere, Yankee Group's term for the emergence of ubiquitous connectivity, is spurring a change in how consumers access information. With the advent of full-featured Web-browsing phones like Apple's iPhone and the T-Mobile/Google G1, demand for user-friendly, well-designed and effective mobile Web sites is increasing exponentially. This demand is creating both challenges and opportunities for companies to communicate effectively in this evolving medium.

Today's Anywhere Web sites are already serving millions of consumers, yet not a single mobile Web site scores a passing grade on Yankee Group's Mobile Web Scorecard, a methodology developed specifically to evaluate how well sites adapt to mobile users, devices and networks to create an Anywhere experience. Results from the Mobile Web Scorecard conclude that the businesses and designers best positioned to succeed will be those who objectively measure their progress rather than guess about which features to change.

Published in: Technology, Business

Best of the Anywhere Web Webinar

  1. 1. The Best of the Mobile Web Carl D. Howe, Director, Anywhere Consumer Research November 2008 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com
  2. 2. Who is Yankee Group • The first independent research firm trusted for nearly 40 years • Focused exclusively on Anywhere © Copyright 2008. Yankee Group Research, Inc. Gra All rights reserved. The Best of the Mobile Web November 2008 Page 2
  3. 3. • A common network • Broadband demand • Wireless ubiquity These are forming the Anywhere Network © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 3
  4. 4. Anywhere: The largest technology change of our lifetimes New kinds of consumers New kinds of devices New kinds of connections New ecosystems © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 4
  5. 5. Today, 23 countries are on the verge of Anywhere © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 5
  6. 6. 16 countries will have more than one broadband line per person by 2012, becoming Anywhere Economies © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 6
  7. 7. Today’s Takeaway The mobile The mobile Web is the Web is the next phase of next phase of Anywhere Anywhere © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 7
  8. 8. Agenda • Why the Anywhere Web • Scoring Anywhere • Common Lessons © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 8
  9. 9. Agenda • Why the Anywhere Web • Scoring Anywhere • Common Lessons © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 9
  10. 10. The Problem with Native Mobile Phone Applications 1,000+ different types of mobile devices © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 10
  11. 11. App Developers Are Scarce Java and Web Developers C++ developers © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 11
  12. 12. Enter the Mobile Web • It is least common denominator technology. • Web skills are plentiful. • Mobile Web browsers have improved. • Mobile bandwidth is ramping up globally. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 12
  13. 13. First Challenge: Mobile Experiences Are Different Desktop Mobile HTML/XHTML, CSS, Markup XHTML, CSS JavaScript, Flash Screen Size 800x600 to 1920x1080 160x120 to 320x240 Words per Screen 300 to 1,000 30 to 50 Numeric pad, trackball, Input Modes Mouse, keyboard touch Connectivity Constant Occasionally disconnected User Attention Complete Partial User Proximity Sometimes Constant Appropriate Content In-depth, detailed Distilled, summarized © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 13
  14. 14. Second Challenge: Finding the Mobile Web Address • mycompany.mobi • mycom.mobi • mobile.mycompany.com • m.mycompany.com • wap.mycompany.com • xhtml.mycompany.com • mycompany.com/mobile • mycompany.com/wap • mycompany.com/m • mycom.com © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 14
  15. 15. Mobile Web Growth Today Parallels the Early Internet © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 15
  16. 16. Agenda • Why the Anywhere Web • Scoring Anywhere • Common Lessons © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 16
  17. 17. The Yankee Group Anywhere Web Scorecard © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 17
  18. 18. How We Score Mobile Websites • 25 objective criteria in 5 groups: – User – Device – Network – Design – Effectiveness • 0-100 scoring • 70 is a PASS © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 18
  19. 19. Our First Anywhere Web Study • The study consisted 32 sites in three industries: – Airlines – Financial services High: 67 – Shopping Average: 53 Low: 21 © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 19
  20. 20. Airlines Struggled to Take Off 52: Southwest, Air France 51: US Airways 50: Continental 47: JetBlue 46: United 44: Orbitz 36: Northwest © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 20
  21. 21. Number Three in Airlines: Delta 55: Delta 52: Southwest, Air France 51: US Airways 50: Continental 47: JetBlue 46: United 44: Orbitz 36: Northwest © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 21
  22. 22. Number Two in Airlines: British Airways 57: British Airways 55: Delta 52: Southwest, Air France 51: US Airways 50: Continental 47: JetBlue 46: United 44: Orbitz 36: Northwest © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 22
  23. 23. Number One in Airlines: American Airlines 65: American Airlines 57: British Airways 55: Delta 52: Southwest, Air France 51: US Airways 50: Continental 47: JetBlue 46: United 44: Orbitz 36: Northwest © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 23
  24. 24. The Winners: Financial Services 56: American Express 55: PayPal 51: E*Trade 34: Vanguard 33: Wachovia (now Wells Fargo) © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 24
  25. 25. Number Three in Financial Services: Fidelity Investments 62: Fidelity Investments 56: American Express 55: PayPal 51: E*Trade 34: Vanguard 33: Wachovia (now Wells Fargo) © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 25
  26. 26. Number Two in Financial Services: First Interstate Bank and US Bancorp 65: First Interstate Bank, US Bancorp 62: Fidelity Investments 56: American Express 55: PayPal 51: E*Trade 34: Vanguard 33: Wachovia (now Wells Fargo) © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 26
  27. 27. Number One in Financial Services: Bank of America 67: Bank of America 65: First Interstate Bank, US Bancorp 62: Fidelity Investments 56: American Express 55: PayPal 51: E*Trade 34: Vanguard 33: Wachovia (now Wells Fargo) © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 27
  28. 28. The Winners: Shopping 58: BMW, OpenTable, CNet 54: Zeer.com 48: Frucall.com 51: Newegg 47: Overstock.com 46: Cars.com 45: PriceGrabber 43: Barcle © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 28
  29. 29. Number Three in Shopping: Amazon and Best Buy 61: Amazon, Best Buy 58: BMW, OpenTable, CNet 54: Zeer.com 48: Frucall.com 51: Newegg 47: Overstock.com 46: Cars.com 45: PriceGrabber 43: Barcle © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 29
  30. 30. Number Two in Shopping: eBay 63: eBay 61: Amazon, Best Buy 58: BMW, OpenTable, CNet 54: Zeer.com 48: Frucall.com 51: Newegg 47: Overstock.com 46: Cars.com 45: PriceGrabber 43: Barcle © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 30
  31. 31. Number One in Shopping: Edmunds 67: Edmunds 63: eBay 61: Amazon, Best Buy 58: BMW, OpenTable, CNet 54: Zeer.com 48: Frucall.com 51: Newegg 47: Overstock.com 46: Cars.com 45: PriceGrabber 43: Barcle © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 31
  32. 32. Agenda • Why the Anywhere Web • Scoring Anywhere • Common Lessons © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 32
  33. 33. Common lessons from 32 Web reviews • Site Builders: – Less is more. – Sites need to use Web standards. – Access keys are important. – Too few sites consider mobile user goals. • Vendors: – Platform vendors should provide better mobile web tools. – Handset vendors should standardize on full-featured browsers. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 33
  34. 34. Recommendations for Site Builders • The mobile Web is the next phase of Anywhere. • Some companies already lead on the mobile Web. • Consistent scoring can help businesses improve. © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 34
  35. 35. Questions and Answers © Copyright 2008. Yankee Group Research, Inc. All rights reserved. The Best of the Mobile Web November 2008 Page 35
  36. 36. Thank you! Carl D. Howe, Director, Anywhere Consumer Research chowe@yankeegroup.com 617-598-7314 For schedules, please visit our web site: www.yankeegroup.com © Copyright 2008. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com
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