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Etail West 2013 Akamai CEO Tom Leighton_Final

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Etail West 2013 Akamai CEO Tom Leighton_Final

  1. 1. Transforming ExperiencesAcross the OmnichannelDr. Tom Leighton, CEO andCo-Founder, Akamai Technologies
  2. 2. 1 in 4 Grow revenue opportunities with fast, personalized web experiences and manage visits to a complexity from peak demand, mobile devices U.S. retail site and data collection. today is from a smartphoneSource: IBM Digital Analytics Benchmark,November 2012 ©2013 AKAMAI | FASTER FORWARDTM
  3. 3. Massive Growth Predicted 60.6% 53.2% 39% 24.6% 13.4% 3.8% 2010 2011 2012 2013 2014 2015 Smartphones will account for over 50% of North American visits to a Commerce site within 2 yearsSource: Mobile Traffic to the Top 500 North American E-Retailers, Branding Brand, 2012 ©2013 AKAMAI | FASTER FORWARDTM
  4. 4. What Mobile Users Want Ability to Purchase or Place an order 50% Product Information 61% Store Contact Information 54% Store Directions or Operating Hours 74% Sites Loading in 5 81% Seconds or LessSource: Google and Sterling Commerce, 2012 ©2013 AKAMAI | FASTER FORWARDTM
  5. 5. Keynote Commerce Index: Desktop vs. MobileTop 30 Desktop Commerce Sites Top 30 Mobile Commerce Sites Seconds Seconds Avoid data theft and downtime by extending the to load to load security perimeter outside the data-center and We havent seen protect from increasing frequency, scale and sophistication of web attacks. 9 seconds since 2001! ©2013 AKAMAI | FASTER FORWARDTM
  6. 6. The Performance Challenge Time to Download Heavier Chatty Inefficient 3rd Party Mobile Content Protocols Web Code Content Congestion ©2013 AKAMAI | FASTER FORWARDTM
  7. 7. Challenge: Mobile Internet Access is SLOW because……the mobile network architecture was not designed for the Web ©2013 AKAMAI | FASTER FORWARDTM
  8. 8. Speed Matters: Abandonment Rates 30 Abandonment Rate (%) Abandonment Rate (%) 25 20 15 10 5 0 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 Page Load Time (sec.) Slower pages = higher abandonment • Reduces revenue • Increases costs • Damages brandSource: Gomez Real User Monitoring ©2013 AKAMAI | FASTER FORWARDTM
  9. 9. Speed Matters: Conversion Rates POPULATION PERCENTAGE CONVERSION PERCENTAGECONVERSIONRATE VERSUSLOAD TIME 0−1 1−2 2−3 3−4 4−5 5−6 6−7 7−8 8−9 9−10 10−11 11−12 12−13 13−14 14−15 >15 LOAD TIME (SECONDS) Page Performance & Site Conversion – Feb 2012 ©2013 AKAMAI | FASTER FORWARDTM
  10. 10. Akamai has a Solution: Aqua Ion Local ISP / Mobile Customer Infrastructure Akamai Intelligent Platform™ Network Operator Akamai Optimizations First Mile Middle Mile Last Mile• Traffic Offload • Akamai Routing Protocol • Adaptive Image Compression• Connection Offload • Akamai Communication Protocol • Above-the-fold Prioritization• Persistent Connections • Akamai Compression • JavaScript Rescheduling• Attack Traffic Filtering • Akamai Pre-Fetching • Content Pre-Fetching ©2013 AKAMAI | FASTER FORWARDTM
  11. 11. Deliver Better Experiences To Mobile Users DSA Aqua Ion18%16%14%12%10%8%6%4%2%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+ Seconds ©2013 AKAMAI | FASTER FORWARDTM
  12. 12. Deliver Better Experiences To Mobile Users DSA Aqua Ion18%16%14%12%10%8%6%4%2%0% 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15+ Seconds ©2013 AKAMAI | FASTER FORWARDTM
  13. 13. It’s not just about your mobile site Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection. 89% use smartphones + while shopping in stores Source: Ipsos OTX/Google, Nielsen ©2013 AKAMAI | FASTER FORWARDTM
  14. 14. In-Store Uses of Mobile Devices Navigation Promos Information Checkout Mobile Alert X Find products easily Help your customers X QR codes Head on over to Simple, fast, find your products for immediate aisle 18 to take one-click checkout and take advantage Navigation Promos information Checkout of special promotions Information advantage of a $100 instant savings coupon! Omnichannel shoppers spend 71% more than single channel consumers*Source: Guardian.co.uk; Deloitte ©2013 AKAMAI | FASTER FORWARDTM
  15. 15. Engaging Omnichannel Consumers is Key 8X “Shoppers who shop on our website as well as in our stores spend four times as much; throw smartphones into the mix and they spend eight times as much” 4X — Laura Wade-Gery, Executive Director, Multi-channel E-commerce, Marks & Spencer 1X 1 Channel 2 Channels 3 ChannelsSource: Guardian.co.uk; Deloitte ©2013 AKAMAI | FASTER FORWARDTM
  16. 16. Stores Are Moving Online“The next five yearswill bring more changeto retail than the last100 years.”— Cyriac Roeding, CEO, Shopkick ©2013 AKAMAI | FASTER FORWARDTM
  17. 17. Stores Are Moving OnlineTHE CHALLENGE:Cost andPerformance ©2013 AKAMAI | FASTER FORWARDTM
  18. 18. Akamai is Developing a Solution Akamai software in the store optimizes performance and offloads last mile pipes ©2013 AKAMAI | FASTER FORWARDTM
  19. 19. Optimizing the Retail Store Experience With Akamai Hybrid Without Akamai Cloud Optimization Seconds Second to load to load < BETA AVAILABILITY SCHEDULED JULY 1, 2013 ©2013 AKAMAI | FASTER FORWARDTM
  20. 20. Possible Future Channels: Shopping Walls ©2013 AKAMAI | FASTER FORWARDTM
  21. 21. Possible Future Channels: Couch Commerce “Couchtablet owners 88% of Commerce” Imagine if product use their device placementthan you is closer becomes “click to buy” while watching TV may think ©2013 AKAMAI | FASTER FORWARDTM
  22. 22. Participate in the “Couch Commerce” Demo www.akamai.com/couchcommerce ©2013 AKAMAI | FASTER FORWARDTM
  23. 23. Best Practices to Maximize the Omnichannel Opportunity• Make it fast regardless of touchpoint• Take advantage of opportunities afforded by simultaneous use of multiple channels• Engage in-store shoppers with quality digital experiences ©2013 AKAMAI | FASTER FORWARDTM
  24. 24. Please visit the Akamai Booth #506 & 508 Grow revenue opportunities with fast, personalized web experiences andLive Mobitest See the “Couch manage complexity“Retail’s Omnichannel Pick up from peak demand, mobile Demos Commerce” Demo devices and data collection.Whitepaper Imperative” Find out why 96 of the top 100 retailers trust Akamai to accelerate their sites ©2013 AKAMAI | FASTER FORWARDTM
  25. 25. Q&A Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.©2013 AKAMAI | FASTER FORWARDTM
  26. 26. Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.©2013 AKAMAI | FASTER FORWARDTM

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