Maximize Your M-Commerce Strategy           Presented at MeasureWorks           Mobile Performance Meet-up           March...
Agenda The big question: Native App or Mobile Site? The typical evolution of a mobile strategy Mobile performance: whose p...
How Do We Engage Mobile Users?                    Optimized mobile   Mobile native Regular website        website         ...
Should We Just Go With Our Website? Most smart and feature phones and tablets do not support complex, high bandwidth Flash...
Should We Just Go With Our Website?Internet Explorer 7.0 - 9.8 sec.   iPad 3.2 - 18.7 sec.         iPhone - 43.0 sec.Firef...
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...
What Are The Pros And Cons Of A Mobile Website? Pros    Latest browsers increasingly     support      - access to local r...
What Are The Pros And Cons Of A Mobile Application? Pros    Device-specific look and feel    Access to local/native     ...
What Types Of Devices Should We Support?     Research shows smartphone owners are by far the most active users of     the ...
The Typical Evolution of a Company’s Mobile Strategy Denial – Don’t do anything                                           ...
The Typical Evolution of a Company’s Mobile Strategy
Smartphones Have Redefined Mobile End-Users’Experience Expectations                                   By end of 2011 Niels...
End-Users’ Mobile Experience Expectations Are Increasing
Not Meeting Your Customers’ Mobile Web Experience Expectations  Negatively Impacts Brand Equity And Revenue Research shows...
Not Meeting Your Customers’ Mobile App Experience Expectations Negatively Impacts Brand Equity And RevenueMobile app store...
Mobile Service Performance Impacts Business Results                                    Abandonment Rate Across 200+ Sites ...
Mobile Service Performance Impacts Business Results                                    Abandonment Rate Across 200+ Sites ...
Mobile Website And Application Performance Is NotSomebody Else’s Problem  Your competitors’ mobile services are delivered ...
iPhone Performance in the Netherlands – February 2011                   Load Time   Perceived Render Time     20     18   ...
Delivering Quality Mobile Web And App Experiences Is Difficult1. What is                                   2. Where is   t...
Know Your End-Users And Their Context Can end-users complete key transactions in the mobile context?     Under time press...
Know Your Application Inside the      Outside the firewall              User’s device firewall                            ...
Know Your Browsers: Browsers Are EvolvingHTML5 support   Application cache canvas,    audio, video, local storage,    geo...
Browsers Are Evolving Fast  Google and Apple driving HTML5 support for web & mobile browsers     “Were betting big on HTM...
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...
Know If Your Mobile Site’s Performance Compares FavorablyTo The Competition                                         Your c...
Validate Your Mobile Site Renders As Expected For All End-UsersAndroid 2.2 – Nexus One   BlackBerry OS 5 – Storm 2   iOS 4...
Make Sure Your Mobile Service Performs As Expected For All End-Users
Prepare For Success                      Mobile site & app traffic exceeded expectations                      & overwhelme...
Adopt A “One Web” Application PerformanceManagement Philosophy What constitutes mobile? Web & mobile sites & applications ...
How To Assure The Customer Mobile Web Experience Stop thinking of mobile as a channel with limitations Know your end-users...
Ensure Your Mobile Initiatives PerformDeliver quality mobile Website,            Benchmark mobile service performanceappli...
QuestionsGomez Customers EnjoyMeasurable BenefitsIncreased conversions 10%Reduced homepage load time from11.3 seconds to 3...
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Maximize Your M-Commerce Strategy

  1. 1. Maximize Your M-Commerce Strategy Presented at MeasureWorks Mobile Performance Meet-up March 16, 2011Imad Mouline – CTO APM Solutions, Compuware@imadmouline
  2. 2. 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
  3. 3. How Do We Engage Mobile Users? Optimized mobile Mobile native Regular website website application
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. The Typical Evolution of a Company’s Mobile Strategy
  12. 12. 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
  13. 13. End-Users’ Mobile Experience Expectations Are Increasing
  14. 14. 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
  15. 15. 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
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. iPhone Performance in the Netherlands – February 2011 Load Time Perceived Render Time 20 18 16 14 12 10 8 6 4 2 -
  20. 20. 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)
  21. 21. 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?
  22. 22. 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
  23. 23. 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
  24. 24. 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/
  25. 25. Leverage HTML 5 Support For Improved Performance And BetterExperiences Across A Wide Range Of Devices
  26. 26. Simplify And Think End-User Goals Fewer steps to complete an end-user goal equals better perceived performance from an end-users’ perspective
  27. 27. Know If Your Mobile Site’s Performance Compares FavorablyTo The Competition Your competitors’ mobile site and app performance contributes to shaping your customers’ expectations
  28. 28. 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
  29. 29. Make Sure Your Mobile Service Performs As Expected For All End-Users
  30. 30. Prepare For Success Mobile site & app traffic exceeded expectations & overwhelmed mobile delivery infrastructure leading to slow load times & outages
  31. 31. 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
  32. 32. 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
  33. 33. 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
  34. 34. 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

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