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eFinancials 2010 Jeroen Tjepkema - Measureworks

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eFinancials 2010 Jeroen Tjepkema - Measureworks

  1. 1. Mobile Strategy
  2. 2. ….more specific: Mobile Experience
  3. 3. 7 Performance QuestionsWe’re getting mobile
  4. 4. 0 500 1000 1500 2000 2500 2007 2008 2009 2010 2011 2012 2013 2014 2015 Desktop Users Mobile Users Morgan Stanley, The Mobile Internet Report, 2010 Mobile will outgrow Desktop within 3-5 years
  5. 5. Shifting trends
  6. 6. Mobile = Business
  7. 7. will double it’s mobile revenue to in 2010 with more than 800.000 users 1 Billion 1.5 Billion expects to generate more than in mobile revenue in 2010
  8. 8. People will bank by mobile phone in 2015407 Million ABI research, 2010
  9. 9. Forrester, Global Mobile Maturity Survey, 2010 Over 80% of all companies interviewed are making plans for mobile products
  10. 10. Forrester, Global Mobile Maturity Survey, 2010 70% of all companies planning to use mobile to drive customer loyalty
  11. 11. Forrester, Global Mobile Maturity Survey, 2010 Only 22% see mobile as a usefull way to generate conversion and drive revenue! 70% of all companies planning to use mobile to drive customer loyalty
  12. 12. Mobile Trivia
  13. 13. Mobile traffic grew in 2009 148%
  14. 14. iPhone users are your best customers 
  15. 15. …Or, maybe not?
  16. 16. …Over 500.000 iPhones sold in the Netherlands… Source: T-mobile, Q1 2010
  17. 17. …That’s about 5% of total data subscriptions Source: CBS, Q1 2010
  18. 18. Since introducting iPhone in USA, checking NASDAQ went up by 40 times, most used while waiting for traffic light
  19. 19. But, what do your customers think about mobile? Based on ‘Mobile Web Experience Survey by Equation Research, 2010
  20. 20. 58% of mobile phone users expect websites to load as quickly or faster on their mobile phone, compared to the computer they use at home Equation Research, Mobile Web Experience Survey, 2010
  21. 21. Reminder:
  22. 22. is how long customers are willing to wait for a webpage to load2 Seconds Source: eCommerce Web Site Performance Today, Forrester Consulting, 2009
  23. 23. Slow load time is the #1 issue, experienced by almost 75% of all users Equation Research, Mobile Web Experience Survey, 2010
  24. 24. Equation Research, Mobile Web Experience Survey, 2010 Followed by 51% who experienced a mobile site which crashed or received an error
  25. 25. Imagine this site..
  26. 26. 34% of all users experience difficulty with viewing content on a mobile screen ..From this viewpoint
  27. 27. 28% of mobile web users didn’t execute a transaction due to trust and/or security issues SmartRevenue., Mobile Commerce Survey, 2010
  28. 28. Bad performance impacts brand loyalty!!
  29. 29. 40% of consumers are likely to click away to the competition after they had trouble accessing your site from their phone Equation Research, Mobile Web Experience Survey, 2010
  30. 30. And 44% of your visitors will blame your brand first before anything else, after a bad mobile performance Yahoo! Appetite Study, 2010
  31. 31. Back to business….
  32. 32. Forrester, Global Mobile Maturity Survey, 2010
  33. 33. Forrester, Global Mobile Maturity Survey, 2010 End User Experience is not mentioned amongst metrics for mobile success!
  34. 34. Users spend most of their times on other sites! Jakob’s Law of Internet User Experience:
  35. 35. Users spend most of their times on other sites! Jakob’s Law of Internet User Experience: So when they do it better be good!
  36. 36. Best Practices for a successful Mobile Experience
  37. 37. 1. Design 1. Focus your design
  38. 38. Native App?...
  39. 39. ...or dotMobi?
  40. 40. 2. Measure from End User’s perspective 2. Measure from the End User’s perspective
  41. 41. Major ISP Local ISP Mobile Carrier Internet Content Delivery Networks 3rd Party/ Cloud Services Browsers and devices End-Users Storage Web Servers App Servers DB Servers Mainframe Load Balancers Mobile Components Network Introducing: Web Application Delivery Chain
  42. 42. Major ISP Local ISP Mobile Carrier Internet Content Delivery Networks 3rd Party/ Cloud Services Browsers and devices End-Users Storage Web Servers App Servers DB Servers Mainframe Load Balancers Mobile Components Network Web Application Delivery Chain Is it my (IT) Data Center?
  43. 43. Major ISP Local ISP Mobile Carrier Internet Content Delivery Networks 3rd Party/ Cloud Services Browsers and devices End-Users Storage Web Servers App Servers DB Servers Mainframe Load Balancers Mobile Components Network Web Application Delivery Chain Is it my (IT) Data Center? It it an ISP or the internet?
  44. 44. Major ISP Local ISP Mobile Carrier Internet Content Delivery Networks 3rd Party/ Cloud Services Browsers and devices End-Users Storage Web Servers App Servers DB Servers Mainframe Load Balancers Mobile Components Network Web Application Delivery Chain Is it my (IT) Data Center? It it an ISP or the internet? Is it a 3rd party provider?
  45. 45. Major ISP Local ISP Mobile Carrier Internet Content Delivery Networks 3rd Party/ Cloud Services Browsers and devices End-Users Storage Web Servers App Servers DB Servers Mainframe Load Balancers Mobile Components Network Web Application Delivery Chain Is it my (IT) Data Center? It it an ISP or the internet? Is it a 3rd party provider? Is it a browser or device?
  46. 46. Major ISP Local ISP Mobile Carrier Internet Content Delivery Networks 3rd Party/ Cloud Services Browsers and devices End-Users Storage Web Servers App Servers DB Servers Mainframe Load Balancers Mobile Components Network Web Application Delivery Chain Is it my (IT) Data Center? It it an ISP or the internet? Is it a 3rd party provider? Is it a browser or device? Manage from the view point of your customer!
  47. 47. 3. Watch the competition closely
  48. 48. How fast is fast enough? 3.75 sec 4.18 sec 5.65 sec Average 6.07 sec 6.36 sec Aegon Bank Rabobank 7.03 sec 9.52 sec ABN Amro ING Delta Lloyd SNS Dutch Financials Measured with Gomez Mobile XF
  49. 49. 3.75 sec 4.18 sec 5.65 sec Average 6.07 sec 6.36 sec Aegon Bank Rabobank 7.03 sec 9.52 sec ABN Amro ING Delta Lloyd SNS 2.41 sec 2.69 sec 2.93 sec Average 3.83 sec 3.41 sec Chase Huntington 5.65 sec 6.23 sec Capital One Keybank Wells Fargo Bank of America Dutch Financials US Financials How fast is fast enough? Measured with Gomez Mobile XF
  50. 50. 4. Multiple Devices 4. Test mobile diversity
  51. 51. Performance can differ per device Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS 3.75 sec 4.18 sec 5.65 sec Average 6.07 sec 6.36 sec 7.03 sec 9.52 sec Measured with Gomez Mobile XF
  52. 52. Performance can differ per device Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS 3.75 sec 4.18 sec 5.65 sec Average 6.07 sec 6.36 sec 7.03 sec 9.52 sec 7.26 sec 3.72 sec 5.95 sec Average 7.16 sec 6.61 sec 10.20 sec 9.26 sec 6.98 sec 5.23 sec 7.70 sec Average 7.05 sec 7.02 sec 6.03 sec 9.31 sec Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS Measured with Gomez Mobile XF
  53. 53. Performance can differ per device Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS 3.75 sec 4.18 sec 5.65 sec Average 6.07 sec 6.36 sec 7.03 sec 9.52 sec 7.26 sec 3.72 sec 5.95 sec Average 7.16 sec 6.61 sec 10.20 sec 9.26 sec 6.98 sec 5.23 sec 7.70 sec Average 7.05 sec 7.02 sec 6.03 sec 9.31 sec Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS Aegon Bank Rabobank ABN Amro ING Delta Lloyd SNS Measured with Gomez Mobile XF
  54. 54. Apple iPhone HTC Windows ING ….But also what your customer will see can be different Measured with Gomez Mobile XF
  55. 55. ….But also what your customer will see can be different Delta Lloyd Apple iPad HTC Android Measured with Gomez Mobile XF
  56. 56. 5. Watch out for Traffic Jams
  57. 57. Watch out for Peak Traffic!
  58. 58. Watch out for Peak Traffic!
  59. 59. 6. Tie performance to conversion
  60. 60. IT Operations:  System Management  CPU, Memory  Quality of Service Web Analytics:  Conversion  Pageviews  Visitors Online Success requires a complete picture ?
  61. 61. IT Operations:  System Management  CPU, Memory  Quality of Service Web Analytics:  Conversion  Pageviews  Visitors Online Success requires a complete picture Web Performance Analytics:  Assess impact of performance on user behaviour  Tie customer satisfaction to quality of delivery  Quantify revenue risked
  62. 62. Conclusion: Challenges everywhere…
  63. 63. 6 Best Practices Tie performance to revenue Watch out for traffic jams Test Mobile diversity Watch the competition closely Focus on design Measure from the end user’s perspective
  64. 64. “…Consumers are willing to trade in functionality, but are not willing to give up on comfort…” Gomez Networks, Mobile Performance research, 2010
  65. 65. Thanks! More questions? M: jtjepkema@measureworks.nl T: @jeroentjepkema W: www.measureworks.nl

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