The Business Case for Assuring The Customer Mobile Web Experience

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The move to mobile is unmistakable. Over the past year, eBay and Amazon recorded over a billion dollars apiece in sales originating from mobile devices. Expectations for mobile performance are steep; consumers expect the mobile Internet to perform on par with the desktop.In addition mobile marketers and content providers have little visibility into the end user experience on which the success of their business depends.Join Ovum analysts Tony Baer and Sara Kaufman and Imad Mouline, CTO APM Solutions, Compuware to learn:- How mobile website performance impacts your bottom line - The latest mobile trends – from smartphone adoption to HTML5 - Proven mobile performance management strategies of several major consumer m-commerce providers - Best practices to deliver quality mobile website, application and SMS experiences to all end-users

Text of The Business Case for Assuring The Customer Mobile Web Experience

Slide 1

Imad Mouline - CTO APM Solutions, CompuwareAUDIO VIA PC SPEAKERS & PHONE# 866-900-5706 ID# 36582924

Tony Baer - Senior Analyst, Ovum

Sara Kaufman - Analyst, Ovum

Assuring the customer mobile web experience: The Business caseTony Baer & Sara Kaufmantony.baer@ovum.com sara.kaufman@ovum.com26 January 2011

Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.# Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#2Mobile web coming on strongPerformance impacts your brand & bottom lineThe mobile Internet application delivery chain Mobile performance is not somebody elses problemGomez customer experiencesSummary

Agenda Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#3Mobile web coming on strongRelentless consumer appetite for mobile data, speed, personalizationiPhone transformed our vision of smart phones, spurred appetite for higher end devices, sophisticated mobile content & applicationsContinued growth in wireless connections, mobile broadbandContinuing mobile network evolutionMobile networks around the globe upgrading/optimizing for dataMigration from 2G to 3G, commercial introduction of 4GRapid growth of tablets and MIDs (Mobile Internet Devices)New devices, form factors and services mean new performance concernsConsumer demand for mobile access to the Internet is accelerating and will continue to grow rapidly over the next five years. Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#4Mobile evolution: a virtuous cycle2007 iPhone introductionDemand for better apps, richer contentDemand for more 3G broadband connections2010 Droid, iPad emergenceRIM, Palm, Nokia, others respond4G emergenceThe cycle will keep repeating itself! Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#5Big and small screen mobile broadband increasingSource: Ovum Smartphone Forecast 2010-2015 Tablets and MIDs will grow at 60.3% CAGR through 2015 iPad Shipments of tablets/MIDs based on lite OSs will rise from 14.2M units to more than 150M unitsSource: Ovum Tablets and Mobile Internet Devices Forecast 2010-2015 Global smartphone shipments will grow at 18.6% CAGR through 2015 Smartphones in 2009 made up 16% of total handset market By 2015, smartphone penetration will rise to 39% (573.8M units)19% CAGR244M574M60% CAGR14M150M

Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#6In terms of devices and mainly were talking about smartphones here but we cant discount the impact of the iPad and other tablets and big screen mobile Internet devices this trend towards more and better is clear

Globally, youve got growth in smartphones going up and up. Ovum is forecasting that smartphones which make up just 16% of the market in 2009 will be almost 40% of the total handset market five years from now.Tablets (iPads and other big screen mobile Internet devices) are forecast to grow at a rate of more than 60% through 2015 and although theyll represent a smaller proportion of mobile broadband devices than smartphones, theyll be ten times as many by 2015. Consumers increasing use of mobile servicesSource: Ovum Applications Download Forecast 2010-2015Source: Ovum Mobile Broadband Users and Revenues Forecast 2009-2014 Mobile broadband connections will quadruple by 2014, growing at 47% CAGR to 1.9B App downloads will reach 21.3B by 2015 ( 31% CAGR), 3X 2010 levels Messaging will also rise; application messaging growth will be 5x that of basic texting (20.4% CAGR)

1.9B47%CAGR.41B

Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#7Performance impacts your brandMobile performance data essential for managing SLAs & brand reputationsOver 50% expect mobile web to perform as well as desktop*32% of consumers will abandon mobile sites if load time > 5 seconds*80% reported m-commerce problems*Poorly performing website ultimately hits your brand!52% of consumers unlikely to return to a website they had trouble accessing from their phone*Performance shapes the user experience39% say speed more important than functionality*

Source: 1000-user survey conducted for Gomez by Equation ResearchM-commerce expectations just as demanding as e-commerce Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#8

Performance impacts your bottom lineCustomers who abandon your site = Lost Business Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#9The mobile Internet has many moving parts Variety of client platforms/footprintsBandwidth more constrainedLocation, Location, LocationThe mobile Internet application delivery chain

Windows 7 & Chrome

iPhone & Safari

iPad & Safari

iPhone App Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#10 Major ISP 3rd party services/ CDNs Users Mobile Carrier Local tower coverage Mobile device class Mobile OS platform Mobile browserInternet performance factors: Mobile vs. traditional InternetTraditional InternetMobile InternetInternal IT InfrastructureLoad BalancingServersOS/virtualizationStorageNetwork

Major ISP 3rd party services/ CDNs Users ISP Client OS platform Web browserApplication DesignArchitectureConfiguration settingsBrowser compatibilityProgramming languageRich client frameworkNative coding vs. TranscodingJavaScriptFirewallThe end user experience is the sum of all these factors Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#11Environment drives experience & expectation

Different clients with different usage patternsDifferent bandwidth consumptionIn transit vs. stationaryQuick vs. long-running interaction Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#12Mobile performance is not somebody elses problemUltimately your brand is at stakeCarrier is obvious scapegoat BUTIssues may also occur with service providers, platforms, etc.

Pinpoint problems quickly before they snowball! Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#13Arm yourself with the facts!Monitor application performanceAre key transactions & web pages performing optimally across the devices that matter?Hold service providers feet to the fireISPs, Cloud Service Providers, CDNsBenchmark clients & networksCompare performance across Blackberry, Droid, iPhone and other devices on specific carrier networksCompare performance by region

Get the picture from end-to-end Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#14Business: Personal finance, mutual funds distribution channelMobile objectives/ambitions: Mobile services evolving from inquiry-based to transaction-basedTechnology innovation key to value proposition and brand reputationBusiness Case for Monitoring:Mobile - a key customer service channelNew competition raising the stakeGomez customer experiencesCase StudyLarge US mutual funds companyOn market volatility days, people make crazy transactions. If your Website is not available in the critical time when the client needs it, you will lose your retail and eventually 401K customers. Customer churn preventionthats what being the best in performance means to them. Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#15Gomez customer experiencesBusinessApplications for traditional, Internet and mobile offeringsMobile objectives/ambitionsMobile Web imperative to maintain market relevanceGet quantifiable evidence of how apps/Web services perform Business case for monitoringPart forensics, part of QA process for product developmentReducing customer attrition goes straight to the bottom lineCase StudyLeading software firmWith all our different services, our apps need to pop no matter what device. Its a question of survival of the brand. Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#16Gomez customer experiencesBusiness:Personal wealth management; high wealth advisory business, direct tradingMobile objectives/ambitionsEmploying mobile to advance brand reputation, expand customer base, and grow bottom line Key component of companys future businessBusiness Case for monitoring:Which trading apps and functionality appeal to new clientele?Which apps and functionality perform best in a mobilewhich dontCase StudyPersonal wealth management advisory firmTime is money. The more downtime you have, the more it costs you. Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#17Mobile web is coming on strongMore, smarter devices + more bandwidth = more demand for high quality mobile InternetConsumers expect mobile web performance = desktop performancePerformance trumps functionalityYour brand depends on site performanceConsumers will abandon slow mobile sites and never come back!Lost visits = lost businessArm yourself with the facts!Not always the carriers faultCompare by device, interaction, carrier, region from end to end!SummaryGood mobile performance protects the bottom line! Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.#18The Business Case For Assuring The Customer Mobile Web Experience

Imad Mouline - CTO APM Solutions, Compuware

Smartphones Have Redefined Mobile End-Users Experience ExpectationsMobile users expect rich, engaging mobile website and application end-user experiences

Immediacy 20End-Users Mobile Experience Expectations Are Increasing

Immediacy & Context21Not Meeting Your End-Users Mobile 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

Social media & customer ratings allow users to record their frustr