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Dr. Tom Leighton delivered a keynote presentation titled “Transforming Experiences Across the Omnichannel." Dr. Leighton explains the challenges of providing frictionless experiences across all devices and channels. He also shares near term and long term strategies for helping to ensure rapid response times – regardless of whether a shopper is engaging on a smartphone or an iPad, using a mobile connection, or competing for Wi-Fi in the store. Learn more about Akamai's Mobile Solutions - Aqua Ion Mobile: http://www.akamai.com/html/solutions/aqua_ion_mobile.html
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Transforming Experiences Across the Omnichannel
Dr. Tom Leighton, CEO and Co-Founder, Akamai Technologies
©2013 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
1 in 4 visits to a
U.S. retail site today is from a smartphone
Source: IBM Digital Analytics Benchmark, November 2012
©2013 AKAMAI | FASTER FORWARDTM
Massive Growth Predicted
Source: Mobile Traffic to the Top 500 North American E-Retailers, Branding Brand, 2012
Smartphones will account for over 50% of North American visits to a Commerce site within 2 years
2010 2011 2012 2013 2015
13.4%
53.2%
39%
24.6%
3.8%
60.6%
2014
©2013 AKAMAI | FASTER FORWARDTM
What Mobile Users Want
Source: Google and Sterling Commerce, 2012
Ability to Purchase or Place an order
Product Information
Store Directions or Operating Hours
Sites Loading in 5 Seconds or Less
50%
61%
74%
81%
©2013 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Keynote Commerce Index: Desktop vs. Mobile
Seconds to load
Seconds to load
Top 30 Desktop Commerce Sites Top 30 Mobile Commerce Sites
2 9We haven't seen 9 seconds since 2001!
©2013 AKAMAI | FASTER FORWARDTM
The Performance Challenge
Tim
e to
Dow
nloa
d
Heavier Content
3rd Party Content
Inefficient Web Code
Chatty Protocols
Mobile Congestion
©2013 AKAMAI | FASTER FORWARDTM
Challenge: Mobile Internet Access is SLOW because…
…the mobile network architecture was not designed for the Web
©2013 AKAMAI | FASTER FORWARDTM
Speed Matters: Abandonment Rates
Source: Gomez Real User Monitoring
0
5
10
15
20
25
30
Page Load Time (sec.)
Ab
an
do
nm
en
t R
ate
(%
)
Ab
and
on
men
t R
ate
(%)
Slower pages = higher abandonment
• Damages brand • Increases costs• Reduces revenue
©2013 AKAMAI | FASTER FORWARDTM
Speed Matters: Conversion Rates
CONVERSION RATE VERSUS LOAD TIME
POPULATION PERCENTAGE CONVERSION PERCENTAGE
LOAD TIME (SECONDS)
Page Performance & Site Conversion – Feb 2012
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
©2013 AKAMAI | FASTER FORWARDTM
Akamai has a Solution: Aqua Ion
Customer Infrastructure Akamai Intelligent Platform™
Local ISP / Mobile Network Operator
• Traffic Offload• Connection Offload• Persistent Connections• Attack Traffic Filtering
Akamai Optimizations
First Mile
• Akamai Routing Protocol• Akamai Communication Protocol• Akamai Compression• Akamai Pre-Fetching
Middle Mile
• Adaptive Image Compression• Above-the-fold Prioritization• JavaScript Rescheduling• Roundtrip Reductions
Last Mile
©2013 AKAMAI | FASTER FORWARDTM
Deliver Better Experiences To Mobile Users
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+
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
DSA Aqua Ion
Seconds
©2013 AKAMAI | FASTER FORWARDTM
Seconds
Deliver Better Experiences To Mobile Users
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+
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
DSA Aqua Ion
©2013 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
It’s not just about your mobile site
Source: Ipsos OTX/Google, Nielsen
+ 89% use smartphones while shopping in stores
©2013 AKAMAI | FASTER FORWARDTM
Omnichannel shoppers spend 71% more than single channel consumers*
Navigation Promos Information Checkout
In-Store Uses of Mobile Devices
Navigation
Find products easily
Promos
Help your customers find your products and take advantage of special promotions
Information
QR codes for immediate information
Checkout
Simple, fast, one-click checkout
Mobile Alert
Head on over to
aisle 18 to take
advantage of
a $100 instant
savings coupon!
X
X
Source: Guardian.co.uk; Deloitte
©2013 AKAMAI | FASTER FORWARDTM
Engaging Omnichannel Consumers is Key
“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”
— Laura Wade-Gery, Executive Director, Multi-channel E-commerce, Marks & Spencer
1 Channel 2 Channels 3 Channels
8X
4X
1X
Source: Guardian.co.uk; Deloitte
©2013 AKAMAI | FASTER FORWARDTM
Stores Are Moving Online
“The next five years will bring more change to retail than the last 100 years.”
— Cyriac Roeding, CEO, Shopkick
©2013 AKAMAI | FASTER FORWARDTM
Stores Are Moving Online
THE CHALLENGE:
Cost andPerformance
©2013 AKAMAI | FASTER FORWARDTM
Akamai software in the store optimizes performance and
offloads last mile pipes
Akamai is Developing a Solution
©2013 AKAMAI | FASTER FORWARDTM
Optimizing the Retail Store Experience
Seconds to load
Second to load
Without AkamaiWith Akamai Hybrid Cloud Optimization
8 1<BETA AVAILABILITY SCHEDULED JULY 1, 2013
©2013 AKAMAI | FASTER FORWARDTM
Possible Future Channels: Shopping Walls
©2013 AKAMAI | FASTER FORWARDTM
Possible Future Channels: Couch Commerce
88% of tablet owners use their device
while watching TV
Imagine if product placement becomes
“click to buy”
“Couch Commerce” is closer than you
may think
©2013 AKAMAI | FASTER FORWARDTM
Participate in the “Couch Commerce” Demo
www.akamai.com/couchcommerce
©2013 AKAMAI | FASTER FORWARDTM
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
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.
Find out why 96 of the top 100 retailers trust Akamai to accelerate their sites
Live Mobitest Demos
Please visit the Akamai Booth
#506 & 508See the “Couch
Commerce” DemoPick up “Retail’s Omnichannel
Imperative” Whitepaper
©2013 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.Q&A
©2013 AKAMAI | FASTER FORWARDTM
Grow revenue opportunities with fast, personalized web experiences and manage complexity from peak demand, mobile devices and data collection.