Best of the Anywhere Web Webinar

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

• 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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Best of the Anywhere Web Webinar

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