Transcript
Page 1: The Business Case for Assuring The Customer Mobile Web Experience

Imad Mouline - CTO APM Solutions, Compuware

AUDIO VIA PC SPEAKERS & PHONE# 866-900-5706 ID# 36582924

Tony Baer - Senior Analyst, Ovum

Sara Kaufman - Analyst, Ovum

Page 2: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.2

Assuring the customer mobile web experience: The Business case

Tony Baer & Sara Kaufman

[email protected]

[email protected]

26 January 2011

Page 3: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.3

Mobile web coming on strong

Performance impacts your brand & bottom line

The mobile Internet application delivery chain

Mobile performance is not somebody else’s problem

Gomez customer experiences

Summary

Agenda

Page 4: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.4

Mobile web coming on strong

Relentless consumer appetite for mobile data, speed, personalization

iPhone transformed our vision of smart phones, spurred appetite for higher end devices, sophisticated mobile content & applications

Continued growth in wireless connections, mobile broadband

Continuing mobile network evolution

Mobile networks around the globe upgrading/optimizing for data

Migration from 2G to 3G, commercial introduction of 4G

Rapid growth of tablets and MIDs (Mobile Internet Devices)

New devices, form factors and services mean new performance concerns

Consumer demand for mobile access to the Internet is accelerating and will continue to grow rapidly over the next five years.

Page 5: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.5

Mobile evolution: a virtuous cycle

2007 iPhone introduction

Demand for better apps, richer content

Demand for more 3G broadband connections

2010 Droid, iPad emergence

RIM, Palm, Nokia, others

respond4G emergence

The cycle will keep repeating itself!

Page 6: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.6

Big and small screen mobile broadband increasing

Source: 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 units

Source: 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% CAGR

244M

574M

60% CAGR14M

150M

Tablets/MID growth (units shipped)

0

100

200

2010 2011 2012 2013 2014 2015

Smartphone grow th (units shipped)

-150100350600

2010 2011 2012 2013 2014 2015

Page 7: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.7

Consumers increasing use of mobile services

Source: Ovum Applications Download Forecast 2010-2015

Source: 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)

Mobile broadband users (millions)

0

1,000

2,000

3,000

2010 2011 2012 2013 2014

1.9B

47%CAGR.41B

Total application downloads (billions)

0

10

20

2010 2011 2012 2013 2014 2015

6B

21B

Total application downloads (billions)

0

10

20

2010 2011 2012 2013 2014 2015

6B

21B

Page 8: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.8

Performance impacts your brand

Mobile performance data essential for managing SLAs & brand reputations

Over 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 experience

39% say speed more important than functionality*

Source: 1000-user survey conducted for Gomez by Equation Research

M-commerce expectations just as demanding as e-commerce

Page 9: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.9

Performance impacts your bottom line

Customers who abandon your site = Lost Business

Page 10: The Business Case for Assuring The Customer Mobile Web Experience

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The mobile Internet has many moving parts

Variety of client platforms/footprints

Bandwidth more constrained

Location, Location, Location

The mobile Internet application delivery chain

Windows 7 & Chrome

iPhone & SafariiPad & Safari

iPhone App

Page 11: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.11

• Major ISP

• 3rd party services/ CDNs

• User’s Mobile Carrier

• Local tower coverage

• Mobile device class

• Mobile OS platform

• Mobile browser

Internet performance factors: Mobile vs. traditional Internet

Traditional Internet

Mobile Internet

Internal IT Infrastructure

Load Balancing

Servers

OS/virtualization

Storage

Network

• Major ISP

• 3rd party services/ CDNs

• User’s ISP

• Client OS platform

• Web browser

Application Design

Architecture

Configuration settings

Browser compatibility

Programming language

Rich client framework

Native coding vs. Transcoding

JavaScript

Fir

ewa

ll

The end user experience is the sum of all these factors

Page 12: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.12

Environment drives experience & expectation

Different clients with different usage patterns

Different bandwidth consumption

In transit vs. stationary

Quick vs. long-running interaction

Page 13: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.13

Mobile performance is not somebody else’s problem

Ultimately your brand is at stake

Carrier is obvious scapegoat BUT

Issues may also occur with service providers, platforms, etc.

Pinpoint problems quickly – before they snowball!

Page 14: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.14

Arm yourself with the facts!

Monitor application performance

• Are key transactions & web pages performing optimally across the devices that matter?

Hold service providers’ feet to the fire

ISPs, Cloud Service Providers, CDNs

Benchmark clients & networks

Compare performance across Blackberry, Droid, iPhone and other devices on specific carrier networks

Compare performance by region

Get the picture from end-to-end

Page 15: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.15

Business:

Personal finance, mutual funds distribution channel Mobile objectives/ambitions:

Mobile services evolving from inquiry-based to transaction-based Technology innovation key to value proposition and brand reputation

Business Case for Monitoring:

Mobile - a key customer service channel New competition raising the stake

Gomez customer experiences

Case Study Large US mutual funds company

“On 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 prevention—that’s what being the best in performance means to them.”

Page 16: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.16

Gomez customer experiences

Business

Applications for traditional, Internet and mobile offerings

Mobile objectives/ambitions

Mobile Web imperative to maintain market relevance Get quantifiable evidence of how apps/Web services perform

Business case for monitoring

Part forensics, part of QA process for product development Reducing customer attrition goes straight to the bottom line

Case Study Leading software firm

“With all our different services, our apps need to pop no matter what device. It’s a question of survival of the brand.”

Page 17: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.17

Gomez customer experiences

Business:

Personal wealth management; high wealth advisory business, direct trading

Mobile objectives/ambitions

Employing mobile to advance brand reputation, expand customer base, and grow bottom line

Key component of company’s future business Business Case for monitoring:

Which trading apps and functionality appeal to new clientele? Which apps and functionality perform best in a mobile—which don’t

Case Study Personal wealth management advisory firm

“Time is money. The more downtime you have, the more it costs you.”

Page 18: The Business Case for Assuring The Customer Mobile Web Experience

© Copyright Ovum. All rights reserved. Ovum is part of the Datamonitor Group.18

Mobile web is coming on strong

More, smarter devices + more bandwidth = more demand for high quality mobile Internet

Consumers expect mobile web performance = desktop performance

Performance trumps functionality

Your brand depends on site performance

Consumers will abandon slow mobile sites and never come back! Lost visits = lost business

Arm yourself with the facts!

Not always the carrier’s fault Compare by device, interaction, carrier, region – from end to end!

Summary

Good mobile performance protects the bottom line!

Page 19: The Business Case for Assuring The Customer Mobile Web Experience

The Business Case For Assuring The Customer Mobile Web Experience

Imad Mouline - CTO APM Solutions, Compuware

Page 20: The Business Case for Assuring The Customer Mobile Web Experience

Smartphones Have Redefined Mobile End-Users’ Experience Expectations

Mobile users expect rich, engaging mobile website and application end-user experiences

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End-Users’ Mobile Experience Expectations Are Increasing

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Not 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 frustration in

real-time, negatively impacting revenue and brand equity

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Mobile Service Performance Impacts Business Results

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

5

10

15

20

25

30

Abandonment Rate - All Browsers

Page Load Time Band (sec.)

Aba

ndon

men

t Rat

e (%

)

Source: Gomez real user monitoring

Abandonment Rate Across 200+ Sites / 177+ Million Page Views Over 2 weeks / All Browsers

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Mobile Service Performance Impacts Business Results

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 150

5

10

15

20

25

30

Abandonment Rate - All Browsers

Abandonment Rate - iPhone Safari

Page Load Time Band (sec.)

Aba

ndon

men

t Rat

e (%

)

Source: Gomez real user monitoring

Abandonment Rate Across 200+ Sites / 177+ Million Page Views Over 2 weeks / All Browsers vs. iPhone Safari

Page 25: The Business Case for Assuring The Customer Mobile Web Experience

BANKING TRAVEL NEWS RETAIL SPORTSFastest Fastest Fastest Fastest Fastest

3.138 sec 4.086 sec 6.301 sec 8.602 sec 15.837 sec

Slowest Slowest Slowest Slowest Slowest

Mobile Website And Application Performance Is Not Somebody 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 verticals3 US locations, AT&T/iPhone, 27 Dec 2010 to 24 Jan 2011

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More Mobile Traffic During Black Friday & Cyber Monday

iOS Devices’ Page Views Across Multiple Major North American Retailers, Nov 15 – Dec 4, 2010

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User Experiences On iPhone & Droid Suffered During Cyber Monday

The Compuware Gomez UX Index provides a gauge of user satisfaction based on the speed & availability of major retailers' mobile sites

During Cyber Monday •The UX index dropped an average of

3 points•The highest drop of 6 points in the

UX index occurred during 4 - 6 PM• Resulting in a significant increase in the

potential number of frustrated users

Page 28: The Business Case for Assuring The Customer Mobile Web Experience

Employees

Mainframe

Storage

Data Center

Web Services

Mobile Components

Web Servers

App Servers

DB Servers

Load Balancers

WANOptimization

Virtual/Physical Environment

LocalISP

Mobile Carrier

Browsers

Devices

MajorISP

Content Delivery Networks

3rd Party/Cloud Services

Customers

Employees (via WAN)

Cloud Private Public

Network

Is it my data

center?

Is it an ISP or the Internet?

Is it a 3rd party

provider?

Is it a browser

or device?

Delivering Quality Mobile Web And App Experiences Is Difficult

1. What is the business impact?

2. Where is the root cause?

Page 29: The Business Case for Assuring The Customer Mobile Web Experience

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?

Page 30: The Business Case for Assuring The Customer Mobile Web Experience

Simplify And Think End-User Goals

Fewer steps to complete an end-user goal equals better perceived performance from an end-users’ perspective

Page 31: The Business Case for Assuring The Customer Mobile Web Experience

Know If Your Mobile Site’s Performance Compares Favorably To The Competition

Your competitors’ mobile site and app performance

contributes to shaping your customers’ expectations

Page 32: The Business Case for Assuring The Customer Mobile Web Experience

Prepare For Success

Mobile site & app traffic exceeded expectations & overwhelmed mobile delivery infrastructure

leading to slow load times & outages

Page 33: The Business Case for Assuring The Customer Mobile Web Experience

Adopt A “One Web” Application Performance Management 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

iPhone AppiPad & Safari

Windows 7 & ChromeiPhone & Safari

Page 34: The Business Case for Assuring The Customer Mobile Web Experience

How To Assure The Customer Mobile Web Experience

Make sure your mobile service meets end-users’ experience & performance expectations

Know your end-users and their context

Simplify and think end-user goals

Know if your mobile site’s performance compares favorably to the competition

Prepare for success

Adopt a “One Web” application performance management philosophy

Page 35: The Business Case for Assuring The Customer Mobile Web Experience

The Business Case For Assuring The Customer Mobile Web Experience

Page 36: The Business Case for Assuring The Customer Mobile Web Experience

Questions

Reduced downtime 45%

Reduced seven-step transaction time by 50%

Increased conversions 10%

Validated decision to consolidate three data centers

Achieved under 3 second response time and 99%+ availability

Reduced homepage load time from 11.3 seconds to 3.4 seconds

Improved page load times 23%

Saved 50%+ in staff and fees

Gomez Customers Enjoy Measurable Benefits

For more information visit Gomez.com or contact us at +1 781.778.2700


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