1.
@jeroentjepkema

2.
Creating Business Opportunities with
Mobile Customer Experience
TSOC Nederland, 19 Mei 2011

3.
Mobile brings HIGH expectations

4.
Q: Can users perform transactions in the mobile context?

5.
Under time pressure
Q: Can users perform transactions in the mobile context?

6.
Under time pressure
While on the move
Q: Can users perform transactions in the mobile context?

7.
Under time pressure
Often one handed
While on the move
Q: Can users perform transactions in the mobile context?

8.
60% of all mobile user expect websites to
load as fast as in a regular browser

9.
But, 75% of all user experience slow
load times as their #1 issue

10.
Followed by 51% who experience a mobile site
which crashed or reveiced an error

11.
Imagine this screen...

12.
..From this viewpoint
34% of all users experience difficulty
with viewing content on a mobile screen

13.
As a result over 44% of your mobile visitors will
blame the brand first before anything else!

14.
Impact on revenue?

15.
40
Page Abandonment
% Increase in
30
20 38%
33%
25%
10
7%
0
2 to 4 seconds 2 to 6 seconds 2 to 8 seconds 2 to 10 seconds
Change in page load time
Forrester research 2010

16.
,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"
JK3B"%"I33L?"E"!""#$%&'()%(#
&!"
%#"
,-./01/23/4"5.43"678"
%!"
!"#$%&$'($)*+#)(*,*
$#" !--*./&01(/1*
$!"
Every second delay can lead
up to 7% revenue risked
#"
!"
!" $" %" &" '" #" (" )" *" +" $!" $$" $%" $&" $'" $#"
9.:3";1.0"<=23">./0"6?3@A8"
Source: Gomez real user monitoring

17.
,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"
JK3B"%"I33L?"E"!""#$%&'()%(#*(+#,-.&/)#0121%,#
&!"
%#"
,-./01/23/4"5.43"678"
%!" !"#$%&$'($)*+#)(*,*
!--*./&01(/1*
$#"
!"#$%&$'($)*+#)(*,*
234&$(*5#6#/2*
$!"
Every second delay can lead
up to 7% revenue risked
#"
!"
!" $" %" &" '" #" (" )" *" +" $!" $$" $%" $&" $'" $#"
9.:3";1.0"<=23">./0"6?3@A8"
Source: Gomez real user monitoring

18.
Keep your customer experience safe!

19.
1: Mobile First...Keep it simple

20.
Every site has a business model

21.
Organic Search ! Campaigns! Ad Network!
Transactional site
Visitor! Offer ! !"
!"#$%&$'&$()
Upselling!
Reach!
Purchase step 1! !"
Purchase step 2! !"
Mailing, !
alerts,
!" promotions!
Conversion! !"
*+,&$-.-&'&$() Enrolment!
/'0.1()#$),+(&)
!" Negative !" Positive

22.
!"
Media site
Enrolment!
Targeted! !"
embedded add!
Add Network!
Visitor!
!"
!"
Advertiser site!
!"#$%&'%"(
)*#$+&(,-(./&"(
!" Negative !" Positive

23.
Ingredients for a mobile site

24.
Immediancy
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

25.
Immediancy Simplicity
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

26.
Immediancy Simplicity Context
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

27.
Login account
Search
Recommendations
Daily deal

28.
2.'&)-#.34))
Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,)
Mobile Transactional site
!"#$%&$'&$()
Visitor! Offer ! !"
Purchase step 1! !"
Reach!
Conversion! !"
Mailing, !
alerts,
!" promotions!
*+,&$-.-&'&$() Enrolment!
/'0.1()#$),+(&)
!" Negative !" Positive

29.
2. Measure, measure, measure....

30.
Focus on End User Experience

31.
Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
!$-.,/&&
0$GE$1/129!
DEE&&
(/%4/%9! '12/%1/2&
3>&&
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

32.
Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129!
DEE&&
datacenter
(/%4/%9!
3>&&
'12/%1/2&
?
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

33.
Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129!
DEE&& Is it my
datacenter
(/%4/%9! '12/%1/2&
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

34.
Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d
Is it my '12/%1/2&
party
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider?
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

35.
Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d Is it a
Is it my '12/%1/2&
party browser or
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider? device?
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

36.
Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d Is it a
Is it my End User
Measure from the'12/%1/2& party perspective or
browser
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider? device?
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

37.
Be ready for Mobile Diversity

38.
Should we just go with our website?

39.
IE8: 8.76 sec.
Firefox 4: 6.42 sec.
Measured with webpagetest.org

40.
IE8: 8.76 sec. iPhone: 17.80 sec.
Firefox 4: 6.42 sec. Android: 14.33 sec.
Measured with webpagetest.org

41.
What about all those different devices?

42.
Brand iPhone Blackberry Android
Aegon Bank 3.75 7.26 6.98
Rabobank 4.18 3.72 5.23
ABN Amro 5.65 5.95 7.70
ING 6.36 6.61 7.02
Delta LLoyd 7.03 10.20 6.03
SNS 9.52 9.26 9.31
Average 6.07 7.16 7.05
Study conducted by MeasureWorks for Emerce Efinancials, November 2011

43.
Brand iPhone Blackberry Android
Aegon Bank 3.75 7.26 6.98
Rabobank 4.18 3.72 5.23
ABN Amro 5.65 5.95 7.70
ING 6.36 6.61 7.02
Delta LLoyd 7.03 10.20 6.03
SNS 9.52 9.26 9.31
Average 6.07 7.16 7.05
Study conducted by MeasureWorks for Emerce Efinancials, November 2011

44.
And the Mobile Network?

45.
Mobile
Avg. Page
Brand KPN 3G Vodafone 3G T-Mobile 3G Readiness
Size
(W3C)
T-Mobile.nl 9.81s 18.80s 13.39s 562 Kb 0%
KPN.nl 4.16s 7.96s 7.81s 276 Kb 35%
Vodafone.nl 17.45s 25.80s 17.80s 995 Kb 0%
Average 10,47s 17,52s 13,00s 611 Kb 11,67%
Study conducted by MeasureWorks for TSOC, May 2011

46.
Mobile
Avg. Page
Brand KPN 3G Vodafone 3G T-Mobile 3G Readiness
Size
(W3C)
T-Mobile 9.81s 18.80s 13.39s 562 Kb 0%
KPN 4.16s 7.96s 7.81s 276 Kb 35%
Vodafone 17.45s 25.80s 17.80s 995 Kb 0%
Average 10,47s 17,52s 13,00s 611 Kb 11,67%
Study conducted by MeasureWorks for TSOC, May 2011

47.
3: Context? Measure and analyse it!

48.
Who’s driving?
3: What we need is context!
Context? Measure and analyse it!

49.
Why like this?
Who’s driving?
3: What we need is context!
Context? Measure and analyse it!

50.
Why like this?
Who’s driving?
Where is he driving to?
3: What we need is context!
Context? Measure and analyse it!

51.
It doesn’t end with Web Analytics..

52.
And it tells you have much money they’ve spend

53.
But...

54.
What did
Web Analytics =
they do?

55.
What did
Web Analytics =
they do?
Could they
Performance Analytics =
do it?

56.
Performance data: Average page load time

57.
!"#$%&! '(&)*+&&#
,+-#.+/01/23*4+#5*36784&#

58.
Context: Web Performance Analytics

59.
Creating business opportunities

60.
1. Create a happy place for your customers

61.
Provide value adding customer service

62.
Create fun

63.
Stimulate community building by
providing branded content

64.
Don’t just copy your web content.....
Create a personal mobile experience

65.
In return....

66.
....you get analytics data!
When they use it?

67.
....you get analytics data!
Where they use it?

68.
....you get analytics data!
How they use it?

69.
2. Support a Mobile Web Payment model

70.
Ease of use: One-Click Payment

71.
But, It’s Apple’s Walled Garden
Ease of use: One-Click Payment

72.
30% of profits go to Apple
But, It’s Apple’s Walled Garden
Ease of use: One-Click Payment

73.
30% of profits go to Apple
Opportunity
But, It’s Apple’s Walled Garden
Ease of use: One-Click Payment

74.
Mobile native Optimized mobile
Regular website
application website
Shift to Mobile
Web

75.
Marktplaats a Mobile Market place
3. Create
Distribution Democracy, provide
and stimulate access to data
From: Deltaplan voor de Kabel,
Henk de Goede, 2002

76.
Marktplaats a Mobile Market place
3. Create
Distribution Democracy, provide
and stimulate access to data
From: Deltaplan voor de Kabel,
Henk de Goede, 2002

77.
Summary

78.
End User
What he wants?

79.
Fast
End User
What he wants?

80.
Fast
End User
Simple
What he wants?

81.
Fast Ubiquitous
End User
Simple
What he wants?

82.
Fast Ubiquitous
End User
Relevant to
Simple
context
What he wants?

83.
“...Mobile Consumers are willing to
trade in functionality, but are not willing to
give up on comfort...”
Gomez Networks, Mobile Performance Research, 2010

84.
Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl