Julie Äsk- Vice President, Forrester Research Inc.<br />Imad Mouline - CTOAPM Solutions, Compuware<br />AUDIO VIA PC SPEAK...
How To Maximize Mobile Web Site And Application ROI<br />Julie Äsk, Vice President, Forrester Research<br />December 15, 2...
People of all nationalities and incomes have sophisticated handsets<br />
Key Questions<br />What are the key trends in mobile today?<br />What kinds of experiences do consumers adopt and use with...
Smartphone adoption is growing quickly<br />“What kind of mobile phone do you own?”<br />Base: 41,249 US adult mobile subs...
Mobile phone Net use is growing, but frequency is really growing<br />“How frequently do you access the Internet on your m...
Smartphone owners are by far the most active users of mobile Internet<br />Base: 31, 343 US adults with a mobile phone<br ...
Adoption of smartphones is the primary driver of mobile Internet usage<br />Too many sites without optimized content<br />...
Forrester uses a framework called the Convenience Quotient to evaluate mobile services<br />A product or service is consid...
Mobile services should offer three core benefits<br />Convenience Quotient<br />Immediacy<br />Simplicity<br />Context<br />
Amazon.com is an example of a very convenient service<br />Immediacy<br />Simplicity<br />Context<br />Offers automatic si...
Calculating the ROI of your mobile services  may feel like peering into a bottomless canyon and thinking … how do I get th...
Calculating the returns on mobile is challenging — you need to be methodical<br />Step 1: Identify the benefits of your mo...
Step 1: Identify the benefits of your mobile service<br />Step 1: Identify the Benefits of Your Mobile Services<br />
Mobile can support consumers throughout the buying cycle generating revenue …<br />
… saving money …<br />
… and offering convenient services<br />
Step 2: Quantify the Benefits Using Consumer Data and Modeling<br />
Calculate the value of each benefit — examples<br />Source: January 10, 2011, “The ROI Of Mobile” Forrester Report  <br />
Calculating consumer usage is part art and part science<br />Source: January 10, 2011, “The ROI Of Mobile” Forrester Repor...
A number of factors will affect adoption and usage rates<br />
Next, forecast usage — with mobile, there is not often absolute displacement at least initially<br />Conceptual<br />Numbe...
In this model, you’ll also need a device forecast<br />70%<br />Conceptual<br />Smartphone aggressive<br />QMD expected<br...
Step 3: Calculate the Total Cost of Ownership<br />
Costs go beyond vendor licensing or agency fees<br />Total Cost of Ownership<br />Conceptual<br />Annualized Costs<br />Pl...
Step 4: Build a Model to Summarize the Benefits<br />
Be methodical, but don’t kill yourself adding up the pennies<br />Don’t let ROI alone drive your decision-making<br />Don’...
Summary<br />Growth in smartphone adoption is the primary driver of increased mobile Internet usage<br />Mobile services m...
Thank you<br />Julie Äsk<br />+1 415.355.6002<br />jask@forrester.com<br />www.forrester.com<br />
How To Maximize Mobile Website And Application ROI<br />Imad Mouline - CTOAPM Solutions, Compuware<br />
Smartphones Have Redefined Mobile End-Users’ Experience Expectations<br />By the end of 2011 Nielsen expects more smartpho...
End-Users’ Mobile Experience Expectations Are Increasing<br />
End-Users’ Mobile Experience Expectations Are Often Not Met<br />Research shows 60% of mobile Web users had a problem in t...
Mobile Service Performance Impacts Business Results<br />52% of consumers are unlikely to return to a website they had tro...
More Mobile Traffic During Black Friday & Cyber Monday<br />iOSDevices’ Page Views Across Multiple Major North American Re...
User Experiences On iPhone & Droid Suffered During Cyber Monday<br />The Compuware Gomez UX Index provides a gauge of user...
Thehighest drop of 6 points in the UX index occurred during 4 - 6 PM
Resulting in a significant increase in the potential number of frustrated users </li></li></ul><li>How To Deliver Quality ...
Bad performance under load
Blocking content delivery
Incorrect geo-targeted content
Poorly performing JavaScript
Inconsistent CSS rendering
Browser/device incompatibility
Page size too big
Conflicting HTML tag support
Too many objects
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How to maximize mobile website & app ROI

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Are you maximizing the return on your mobile investment? With mobile services your customers expect quick anytime transactions that work flawlessly.
Failure to identify and resolve a slow – or worse – malfunctioning mobile service will result in lost customers and irreparable brand damage.

Join featured speakers, Julie Ask, VP and Principal Analyst from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn:

- How to quantify the return on investment for your mobile services

- What growing mobile Web adoption and rising customer expectations mean for mobile service owners

- Common challenges that prohibit companies from capitalizing on the mobile opportunity

- Best practices to deliver quality mobile Web and application experiences to all end-users

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  • Delete second Name/Title if not needed, but be sure to keep the Month Day, Year information. For a teleconference, after the date, add a period and “Call in at XX:55 p.m. Eastern time” (change the time to five minutes prior to the start of the teleconference).
  • Immediacy
  • Immediacy &amp; Context
  • Total cost of ownership (mobile investment)can be nullified by bad experiences
  • Total cost of ownership (mobile investment)can be nullified by bad experiences
  • Context &amp; Immediacy
  • Immediacy
  • Simplicity
  • Context &amp; Immediacy
  • Immediacy
  • Immediacy
  • How to maximize mobile website & app ROI

    1. 1. Julie Äsk- Vice President, Forrester Research Inc.<br />Imad Mouline - CTOAPM Solutions, Compuware<br />AUDIO VIA PC SPEAKERS & PHONE# 866-900-5706 ID# 028663372<br />
    2. 2. How To Maximize Mobile Web Site And Application ROI<br />Julie Äsk, Vice President, Forrester Research<br />December 15, 2010<br />
    3. 3. People of all nationalities and incomes have sophisticated handsets<br />
    4. 4. Key Questions<br />What are the key trends in mobile today?<br />What kinds of experiences do consumers adopt and use with frequency in the mobile environment?<br />How should companies think about quantifying the ROI of their mobile initiatives?<br />
    5. 5. Smartphone adoption is growing quickly<br />“What kind of mobile phone do you own?”<br />Base: 41,249 US adult mobile subscribers<br />Base: 37,327 US adult mobile subscribers<br />Base: 30,453 US adult mobile subscribers<br />*<br />**<br />Source: North American Technographics® Benchmark Surveys 2008-2010<br />
    6. 6. Mobile phone Net use is growing, but frequency is really growing<br />“How frequently do you access the Internet on your mobile phone?”<br />In mid 2009 daily users become the majority of mobile Net users<br />22%<br />15%<br />10%<br /> Base: 41,249 US adults with a mobile phone<br /> *Base: 37,327 US adults with a mobile phone<br />**Base: 31,343 US adults with a mobile phone<br />Source: North American Technographics® Benchmark Surveys, 2008-2010<br />
    7. 7. Smartphone owners are by far the most active users of mobile Internet<br />Base: 31, 343 US adults with a mobile phone<br />Source: North American Technographics® Benchmark Surveys, Q2 2010<br />
    8. 8. Adoption of smartphones is the primary driver of mobile Internet usage<br />Too many sites without optimized content<br />Feature phones still represent majority<br />Lack of consumer need or demand for Internet on the go<br />Cost of data services<br />Mobile<br />CouponAdoption(Consumer)<br />Consumer mobile Internet adoption<br />Quality of experience including site / application design<br />Smartphone adoption<br />Improving network speeds and capacity<br />Cost of data services<br />
    9. 9. Forrester uses a framework called the Convenience Quotient to evaluate mobile services<br />A product or service is considered to be convenient if:<br />Σ Benefits > Σ Inhibitors<br />
    10. 10. Mobile services should offer three core benefits<br />Convenience Quotient<br />Immediacy<br />Simplicity<br />Context<br />
    11. 11. Amazon.com is an example of a very convenient service<br />Immediacy<br />Simplicity<br />Context<br />Offers automatic sign-in plus one-click buy on purchases.<br />Offers daily deals – common in mobile to take advantage of immediacy benefit. <br />Uses both barcode scanning and photos to create lists and offer competitive pricing.<br />
    12. 12. Calculating the ROI of your mobile services may feel like peering into a bottomless canyon and thinking … how do I get there?<br />
    13. 13. Calculating the returns on mobile is challenging — you need to be methodical<br />Step 1: Identify the benefits of your mobile services<br />Increased revenue through consumer purchases<br />Lower costs<br />Increased satisfaction and loyalty<br />Step 2: Quantify the benefits using consumer data and modeling<br />Step 3: Calculate the total cost of ownership (TCO)<br />Vendor costs<br />Internal support<br />Cannibalization of existing channels<br />Step 4: Build a model to summarize the financials<br />
    14. 14. Step 1: Identify the benefits of your mobile service<br />Step 1: Identify the Benefits of Your Mobile Services<br />
    15. 15. Mobile can support consumers throughout the buying cycle generating revenue …<br />
    16. 16. … saving money …<br />
    17. 17. … and offering convenient services<br />
    18. 18. Step 2: Quantify the Benefits Using Consumer Data and Modeling<br />
    19. 19. Calculate the value of each benefit — examples<br />Source: January 10, 2011, “The ROI Of Mobile” Forrester Report <br />
    20. 20. Calculating consumer usage is part art and part science<br />Source: January 10, 2011, “The ROI Of Mobile” Forrester Report <br />
    21. 21. A number of factors will affect adoption and usage rates<br />
    22. 22. Next, forecast usage — with mobile, there is not often absolute displacement at least initially<br />Conceptual<br />Number of times used annually<br />
    23. 23. In this model, you’ll also need a device forecast<br />70%<br />Conceptual<br />Smartphone aggressive<br />QMD expected<br />QMD alternative scenario<br />2015<br />Base: 41,249 US adult mobile phone subscribers <br />*Base: 37,327 US adult mobile phone subscribers<br />†Base: 4,045 US adult mobile phone subscribers<br />Source: North American Technographics® Benchmark Survey, 2008<br />*Source: North American Technographics® Benchmark Survey, 2009 (US, Canada)<br />†Source: North American Technographics® Omnibus Mail Survey, Q4 2009 (US)<br />
    24. 24. Step 3: Calculate the Total Cost of Ownership<br />
    25. 25. Costs go beyond vendor licensing or agency fees<br />Total Cost of Ownership<br />Conceptual<br />Annualized Costs<br />Platform License<br />InternalStaff<br />Marketing<br />Professional Services<br />Total Cost of Ownership<br />Analytics<br />Maintenance<br />Etc.<br />
    26. 26. Step 4: Build a Model to Summarize the Benefits<br />
    27. 27. Be methodical, but don’t kill yourself adding up the pennies<br />Don’t let ROI alone drive your decision-making<br />Don’t introduce more complexity than you can accurately quantify<br />Don’t get carried away with the “theoretical” calculations<br />
    28. 28. Summary<br />Growth in smartphone adoption is the primary driver of increased mobile Internet usage<br />Mobile services must be "convenient" or consumers will not choose to use them<br />Mobile services are a strategic investment for many companies, but the benefits can increasingly be quantified and should be as companies look to increase budgets<br />
    29. 29. Thank you<br />Julie Äsk<br />+1 415.355.6002<br />jask@forrester.com<br />www.forrester.com<br />
    30. 30. How To Maximize Mobile Website And Application ROI<br />Imad Mouline - CTOAPM Solutions, Compuware<br />
    31. 31. Smartphones Have Redefined Mobile End-Users’ Experience Expectations<br />By the end of 2011 Nielsen expects more smartphones in the U.S. than feature phones<br />As of October 2010 29.7 percent of U.S. mobile subscribers own smartphones<br />Mobile users expect rich, engaging mobile website and application end-user experiences <br />
    32. 32. End-Users’ Mobile Experience Expectations Are Increasing<br />
    33. 33. End-Users’ Mobile Experience Expectations Are Often Not Met<br />Research shows 60% of mobile Web users had a problem in the past year when accessing a Website on their phone<br />Social media & customer ratings allow users to record their frustration in real-time, negatively impacting revenue and brand equity<br />
    34. 34. Mobile Service Performance Impacts Business Results<br />52% of consumers are unlikely to return to a website they had trouble accessing from their phone<br />40% said they’d likely visit a competitor’s site instead<br />Clear correlation between increase in mobile site load time & abandonment<br />Abandonment Rate Across 200+ Sites/177+ Million Page Views All Browsers vs. iPhone Safari<br />Source: Gomez real user monitoring<br />
    35. 35. More Mobile Traffic During Black Friday & Cyber Monday<br />iOSDevices’ Page Views Across Multiple Major North American Retailers, Nov 15 – Dec 4, 2010<br />
    36. 36. User Experiences On iPhone & Droid Suffered During Cyber Monday<br />The Compuware Gomez UX Index provides a gauge of user satisfaction based on the speed & availability of major retailers' mobile sites<br />During Cyber Monday <br /><ul><li>The UX index dropped an average of 3 points
    37. 37. Thehighest drop of 6 points in the UX index occurred during 4 - 6 PM
    38. 38. Resulting in a significant increase in the potential number of frustrated users </li></li></ul><li>How To Deliver Quality Mobile Web And App Experiences<br />Is it my data center?<br />Is it an ISP or the Internet?<br />Is it a 3rd party<br />provider?<br />Is it a browser or device?<br />Systems management tools: “OK”<br />…user is NOT happy<br />The Web Application Delivery Chain<br /><ul><li>Inconsistent geo performance
    39. 39. Bad performance under load
    40. 40. Blocking content delivery
    41. 41. Incorrect geo-targeted content
    42. 42. Poorly performing JavaScript
    43. 43. Inconsistent CSS rendering
    44. 44. Browser/device incompatibility
    45. 45. Page size too big
    46. 46. Conflicting HTML tag support
    47. 47. Too many objects
    48. 48. Content not optimized for device
    49. 49. Low cache hit rate
    50. 50. Network peering problems
    51. 51. Bandwidth throttling
    52. 52. Inconsistent connectivity
    53. 53. Configuration errors
    54. 54. Application design issues
    55. 55. Code defects
    56. 56. Insufficient infrastructure
    57. 57. Network peering problems
    58. 58. Outages
    59. 59. Network resource shortage
    60. 60. Faulty content transcoding
    61. 61. SMS routing / latency issues
    62. 62. Configuration issues
    63. 63. Oversubscribed POP
    64. 64. Poor routing optimization
    65. 65. Low cache hit rate</li></li></ul><li>Know Your End-Users And Their Context<br />Can end-users complete key transactions in the mobile context?<br />Under time pressure<br />While on the move<br />Often one-handed<br />With intermittent network connections & GPS signals<br />What devices do they use?<br />What networks are they on?<br />What are their usage patterns?<br />What is their location?<br />What else are they doing?<br />
    66. 66. Make Sure End-Users Can Access Your Mobile Content<br />End-user accesses a major airlines’ website using a Google search on iPhone 4<br />The full website is displayed<br />End-user enters company-name.com into iPhone 4 browser’s address field<br /><ul><li>The mobile optimized website is displayed</li></li></ul><li>Validate Your Mobile Site Renders As Expected For All End-Users<br />iOS 4.1 – iPhone 3GS<br />BlackBerry OS 5 – Storm 2<br />Android 2.2 – Nexus One<br />
    67. 67. Simplify – Think End-User Goals<br />Fewer steps to complete an end-user goal equals better perceived performance from an end-users’ perspective<br />
    68. 68. Know If Your Mobile Site’s Performance And Workflow Design Compares Favorably To The Competition<br />Your competitors’ mobile site and app performance contributes to shaping your customers’ expectations<br />
    69. 69. Immediacy - Make Sure Your Mobile Service Performs As Expected For All End-Users<br />
    70. 70. Prepare For Success<br />Mobile site & app traffic exceeded expectations & overwhelmed mobile delivery infrastructure leading to slow load times & outages<br />
    71. 71. Adopt A “One Web” Application Performance Management Philosophy<br />What constitutes mobile?<br />Web & mobile sites & applications often share infrastructure & web services<br />Important to leverage established and common best practices, metrics and technologies for both mobile and web channels<br />Garner operational efficiencies<br />Identify mobile specific problems, web specific problems or both across the entire web application delivery chain – from device to datacenter<br />iPad & Safari<br />iPhone & Safari<br />iPhone App<br />Windows 7 & Chrome<br />
    72. 72. How To Deliver Quality Mobile Web And App Experiences<br />Know your end-users and their context<br />Ensure end-users can access and interact with your mobile content across all devices<br />Simplify – think end-user goals<br />Immediacy - make sure your mobile service meets end-users’ expectations<br />Prepare for success<br />Adopt a “One Web” application performance management philosophy<br />
    73. 73. Questions<br />Increased conversions 10% <br />Gomez Customers Enjoy Measurable Benefits<br />Reduced homepage load time from 11.3 seconds to 3.4 seconds<br />Improved page load times 23%<br />Saved 50%+ in staff and fees<br />Reduced seven-step transaction time by 50%<br />Reduced downtime 45% <br />Achieved under 3 second response time and 99%+ availability<br />Validated decision to consolidate three data centers<br />For more information visit Gomez.comorcontact us at +1 781.778.2700<br />

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