MeasureWorks - TSOC - Creating business opportunities with mobile customer experience

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TSOC is a society with more than 600 members active in telecom, media and ICT. TSOC facilitates business contacts and knowledge about developments in the market.

MeasureWorks was invited to speak about the challenges that a mobile strategy brings for companies. Not only for engaging with their customers, but also to create a sustainable business model. Themes are customer experience, mobile challenges and business requirements.

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MeasureWorks - TSOC - Creating business opportunities with mobile customer experience

  1. 1. @jeroentjepkema
  2. 2. Creating Business Opportunities withMobile Customer Experience TSOC Nederland, 19 Mei 2011
  3. 3. Mobile brings HIGH expectations
  4. 4. Q: Can users perform transactions in the mobile context?
  5. 5. Under time pressureQ: Can users perform transactions in the mobile context?
  6. 6. Under time pressure While on the moveQ: Can users perform transactions in the mobile context?
  7. 7. Under time pressure Often one handed While on the moveQ: Can users perform transactions in the mobile context?
  8. 8. 60% of all mobile user expect websites to load as fast as in a regular browser
  9. 9. But, 75% of all user experience slow load times as their #1 issue
  10. 10. Followed by 51% who experience a mobile site which crashed or reveiced an error
  11. 11. Imagine this screen...
  12. 12. ..From this viewpoint34% of all users experience difficultywith viewing content on a mobile screen
  13. 13. As a result over 44% of your mobile visitors will blame the brand first before anything else!
  14. 14. Impact on revenue?
  15. 15. 40Page 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. 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 #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
  17. 17. ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?" JK3B"%"I33L?"E"!""#$%&()%(#*(+#,-.&/)#0121%,# &!" %#",-./01/23/4"5.43"678" %!" !"#$%&$($)*+#)(*,* !--*./&01(/1* $#" !"#$%&$($)*+#)(*,* 234&$(*5#6#/2* $!" Every second delay can lead up to 7% revenue risked #" !" !" $" %" &" " #" (" )" *" +" $!" $$" $%" $&" $" $#" 9.:3";1.0"<=23">./0"6?3@A8" Source: Gomez real user monitoring
  18. 18. Keep your customer experience safe!
  19. 19. 1: Mobile First...Keep it simple
  20. 20. Every site has a business model
  21. 21. Organic Search ! Campaigns! Ad Network! Transactional site Visitor! Offer ! !" !"#$%&$&$() Upselling! Reach! Purchase step 1! !" Purchase step 2! !" Mailing, ! alerts, !" promotions! Conversion! !"*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  22. 22. !" Media site Enrolment! Targeted! !" embedded add! Add Network! Visitor! !" !" Advertiser site!!"#$%&%"( )*#$+&(,-(./&"( !" Negative !" Positive
  23. 23. Ingredients for a mobile site
  24. 24. Immediancy From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  25. 25. Immediancy Simplicity From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  26. 26. Immediancy Simplicity Context From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010
  27. 27. Login account SearchRecommendations Daily deal
  28. 28. 2.&)-#.34)) Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,) Mobile Transactional site !"#$%&$&$() Visitor! Offer ! !" Purchase step 1! !" Reach! Conversion! !" Mailing, ! alerts, !" promotions!*+,&$-.-&&$() Enrolment! /0.1()#$),+(&) !" Negative !" Positive
  29. 29. 2. Measure, measure, measure....
  30. 30. Focus on End User Experience
  31. 31. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%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$%89& 0"%%./% &
  32. 32. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%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$%89& 0"%%./% &
  33. 33. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129!DEE&& Is it mydatacenter(/%4/%9! 12/%1/2&3>&& ISP? ?(/%4/%9!(2$%"B/!!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  34. 34. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it my 12/%1/2& partyDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  35. 35. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it a Is it my 12/%1/2& party browser orDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  36. 36. Web Application delivery chain :%;&)"%25<& *$+",&()& >%$79/%9&"1;& ?1;@A9/%9 & 0,$=;&(/%4.+/9& ;/4.+/9 &*$";&&>","1+/%9!C/-&&(/%4/%9!Is it my (IT)!$-.,/&&0$GE$1/129! Is it my 3d Is it a Is it my End User Measure from the12/%1/2& party perspective or browserDEE&&datacenter(/%4/%9!3>&& ISP? ?(/%4/%9!(2$%"B/! provider? device?!".1F%"G/!6/27$%8& !"#$%& 0$12/12&3/,.4/%5& !$-.,/&& ()& 6/27$%89& 0"%%./% &
  37. 37. Be ready for Mobile Diversity
  38. 38. Should we just go with our website?
  39. 39. IE8: 8.76 sec.Firefox 4: 6.42 sec. Measured with webpagetest.org
  40. 40. IE8: 8.76 sec. iPhone: 17.80 sec.Firefox 4: 6.42 sec. Android: 14.33 sec. Measured with webpagetest.org
  41. 41. What about all those different devices?
  42. 42. Brand iPhone Blackberry AndroidAegon Bank 3.75 7.26 6.98Rabobank 4.18 3.72 5.23ABN Amro 5.65 5.95 7.70ING 6.36 6.61 7.02Delta LLoyd 7.03 10.20 6.03SNS 9.52 9.26 9.31Average 6.07 7.16 7.05 Study conducted by MeasureWorks for Emerce Efinancials, November 2011
  43. 43. Brand iPhone Blackberry AndroidAegon Bank 3.75 7.26 6.98Rabobank 4.18 3.72 5.23ABN Amro 5.65 5.95 7.70ING 6.36 6.61 7.02Delta LLoyd 7.03 10.20 6.03SNS 9.52 9.26 9.31Average 6.07 7.16 7.05 Study conducted by MeasureWorks for Emerce Efinancials, November 2011
  44. 44. And the Mobile Network?
  45. 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. 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. 47. 3: Context? Measure and analyse it!
  48. 48. Who’s driving?3: What we need is context! Context? Measure and analyse it!
  49. 49. Why like this? Who’s driving?3: What we need is context! Context? Measure and analyse it!
  50. 50. Why like this? Who’s driving? Where is he driving to?3: What we need is context! Context? Measure and analyse it!
  51. 51. It doesn’t end with Web Analytics..
  52. 52. And it tells you have much money they’ve spend
  53. 53. But...
  54. 54. What didWeb Analytics = they do?
  55. 55. What did Web Analytics = they do? Could theyPerformance Analytics = do it?
  56. 56. Performance data: Average page load time
  57. 57. !"#$%&! (&)*+&&# ,+-#.+/01/23*4+#5*36784&#
  58. 58. Context: Web Performance Analytics
  59. 59. Creating business opportunities
  60. 60. 1. Create a happy place for your customers
  61. 61. Provide value adding customer service
  62. 62. Create fun
  63. 63. Stimulate community building by providing branded content
  64. 64. Don’t just copy your web content.....Create a personal mobile experience
  65. 65. In return....
  66. 66. ....you get analytics data!When they use it?
  67. 67. ....you get analytics data!Where they use it?
  68. 68. ....you get analytics data! How they use it?
  69. 69. 2. Support a Mobile Web Payment model
  70. 70. Ease of use: One-Click Payment
  71. 71. But, It’s Apple’s Walled Garden Ease of use: One-Click Payment
  72. 72. 30% of profits go to AppleBut, It’s Apple’s Walled Garden Ease of use: One-Click Payment
  73. 73. 30% of profits go to Apple OpportunityBut, It’s Apple’s Walled Garden Ease of use: One-Click Payment
  74. 74. Mobile native Optimized mobile Regular website application website Shift to Mobile Web
  75. 75. Marktplaats a Mobile Market place 3. Create Distribution Democracy, provide and stimulate access to dataFrom: Deltaplan voor de Kabel, Henk de Goede, 2002
  76. 76. Marktplaats a Mobile Market place 3. Create Distribution Democracy, provide and stimulate access to dataFrom: Deltaplan voor de Kabel, Henk de Goede, 2002
  77. 77. Summary
  78. 78. End User What he wants?
  79. 79. Fast End User What he wants?
  80. 80. Fast End UserSimple What he wants?
  81. 81. Fast Ubiquitous End UserSimple What he wants?
  82. 82. Fast Ubiquitous End User Relevant toSimple context What he wants?
  83. 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. 84. Thanks! More questions?M: jtjepkema@measureworks.nlT: @jeroentjepkemaW: www.measureworks.nl

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