Are you maximizing the return on your mobile investment? With mobile services your customers expect quick anytime transactions that work flawlessly. Failure to identify and resolve a slow – or worse – malfunctioning mobile service will result in lost customers and irreparable brand damage. Join featured speakers, Julie Ask, VP and Principal Analyst from independent research firm Forrester Research, Inc., and Compuware CTO APM Solutions Imad Mouline to learn: - How to quantify the return on investment for your mobile services - What growing mobile Web adoption and rising customer expectations mean for mobile service owners - Common challenges that prohibit companies from capitalizing on the mobile opportunity - Best practices to deliver quality mobile Web and application experiences to all end-users

1. Julie Äsk- Vice President, Forrester Research Inc. Imad Mouline - CTOAPM Solutions, Compuware AUDIO VIA PC SPEAKERS & PHONE# 866-900-5706 ID# 028663372

2. How To Maximize Mobile Web Site And Application ROI Julie Äsk, Vice President, Forrester Research December 15, 2010

3. People of all nationalities and incomes have sophisticated handsets

4. Key Questions What are the key trends in mobile today? What kinds of experiences do consumers adopt and use with frequency in the mobile environment? How should companies think about quantifying the ROI of their mobile initiatives?

5. Smartphone adoption is growing quickly “What kind of mobile phone do you own?” Base: 41,249 US adult mobile subscribers Base: 37,327 US adult mobile subscribers Base: 30,453 US adult mobile subscribers * ** Source: North American Technographics® Benchmark Surveys 2008-2010

6. Mobile phone Net use is growing, but frequency is really growing “How frequently do you access the Internet on your mobile phone?” In mid 2009 daily users become the majority of mobile Net users 22% 15% 10% Base: 41,249 US adults with a mobile phone *Base: 37,327 US adults with a mobile phone **Base: 31,343 US adults with a mobile phone Source: North American Technographics® Benchmark Surveys, 2008-2010

7. Smartphone owners are by far the most active users of mobile Internet Base: 31, 343 US adults with a mobile phone Source: North American Technographics® Benchmark Surveys, Q2 2010

8. Adoption of smartphones is the primary driver of mobile Internet usage Too many sites without optimized content Feature phones still represent majority Lack of consumer need or demand for Internet on the go Cost of data services Mobile CouponAdoption(Consumer) Consumer mobile Internet adoption Quality of experience including site / application design Smartphone adoption Improving network speeds and capacity Cost of data services

9. Forrester uses a framework called the Convenience Quotient to evaluate mobile services A product or service is considered to be convenient if: Σ Benefits > Σ Inhibitors

10. Mobile services should offer three core benefits Convenience Quotient Immediacy Simplicity Context

11. Amazon.com is an example of a very convenient service Immediacy Simplicity Context Offers automatic sign-in plus one-click buy on purchases. Offers daily deals – common in mobile to take advantage of immediacy benefit. Uses both barcode scanning and photos to create lists and offer competitive pricing.

12. Calculating the ROI of your mobile services may feel like peering into a bottomless canyon and thinking … how do I get there?

13. Calculating the returns on mobile is challenging — you need to be methodical Step 1: Identify the benefits of your mobile services Increased revenue through consumer purchases Lower costs Increased satisfaction and loyalty Step 2: Quantify the benefits using consumer data and modeling Step 3: Calculate the total cost of ownership (TCO) Vendor costs Internal support Cannibalization of existing channels Step 4: Build a model to summarize the financials

14. Step 1: Identify the benefits of your mobile service Step 1: Identify the Benefits of Your Mobile Services

15. Mobile can support consumers throughout the buying cycle generating revenue …

16. … saving money …

17. … and offering convenient services

18. Step 2: Quantify the Benefits Using Consumer Data and Modeling

19. Calculate the value of each benefit — examples Source: January 10, 2011, “The ROI Of Mobile” Forrester Report

20. Calculating consumer usage is part art and part science Source: January 10, 2011, “The ROI Of Mobile” Forrester Report

21. A number of factors will affect adoption and usage rates

22. Next, forecast usage — with mobile, there is not often absolute displacement at least initially Conceptual Number of times used annually

23. In this model, you’ll also need a device forecast 70% Conceptual Smartphone aggressive QMD expected QMD alternative scenario 2015 Base: 41,249 US adult mobile phone subscribers *Base: 37,327 US adult mobile phone subscribers †Base: 4,045 US adult mobile phone subscribers Source: North American Technographics® Benchmark Survey, 2008 *Source: North American Technographics® Benchmark Survey, 2009 (US, Canada) †Source: North American Technographics® Omnibus Mail Survey, Q4 2009 (US)

24. Step 3: Calculate the Total Cost of Ownership

25. Costs go beyond vendor licensing or agency fees Total Cost of Ownership Conceptual Annualized Costs Platform License InternalStaff Marketing Professional Services Total Cost of Ownership Analytics Maintenance Etc.

26. Step 4: Build a Model to Summarize the Benefits

27. Be methodical, but don’t kill yourself adding up the pennies Don’t let ROI alone drive your decision-making Don’t introduce more complexity than you can accurately quantify Don’t get carried away with the “theoretical” calculations

28. Summary Growth in smartphone adoption is the primary driver of increased mobile Internet usage Mobile services must be "convenient" or consumers will not choose to use them Mobile services are a strategic investment for many companies, but the benefits can increasingly be quantified and should be as companies look to increase budgets

29. Thank you Julie Äsk +1 415.355.6002 jask@forrester.com www.forrester.com

30. How To Maximize Mobile Website And Application ROI Imad Mouline - CTOAPM Solutions, Compuware

31. Smartphones Have Redefined Mobile End-Users’ Experience Expectations By the end of 2011 Nielsen expects more smartphones in the U.S. than feature phones As of October 2010 29.7 percent of U.S. mobile subscribers own smartphones Mobile users expect rich, engaging mobile website and application end-user experiences

32. End-Users’ Mobile Experience Expectations Are Increasing

33. End-Users’ Mobile Experience Expectations Are Often Not Met 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

34. Mobile Service Performance Impacts Business Results 52% of consumers are unlikely to return to a website they had trouble accessing from their phone 40% said they’d likely visit a competitor’s site instead Clear correlation between increase in mobile site load time & abandonment Abandonment Rate Across 200+ Sites/177+ Million Page Views All Browsers vs. iPhone Safari Source: Gomez real user monitoring

35. More Mobile Traffic During Black Friday & Cyber Monday iOSDevices’ Page Views Across Multiple Major North American Retailers, Nov 15 – Dec 4, 2010

37. Thehighest drop of 6 points in the UX index occurred during 4 - 6 PM

39. Bad performance under load

40. Blocking content delivery

41. Incorrect geo-targeted content

42. Poorly performing JavaScript

43. Inconsistent CSS rendering

44. Browser/device incompatibility

45. Page size too big

46. Conflicting HTML tag support

47. Too many objects

48. Content not optimized for device

49. Low cache hit rate

50. Network peering problems

51. Bandwidth throttling

52. Inconsistent connectivity

53. Configuration errors

54. Application design issues

55. Code defects

56. Insufficient infrastructure

57. Network peering problems

58. Outages

59. Network resource shortage

60. Faulty content transcoding

61. SMS routing / latency issues

62. Configuration issues

63. Oversubscribed POP

64. Poor routing optimization

67. Simplify – Think End-User Goals Fewer steps to complete an end-user goal equals better perceived performance from an end-users’ perspective

68. Know If Your Mobile Site’s Performance And Workflow Design Compares Favorably To The Competition Your competitors’ mobile site and app performance contributes to shaping your customers’ expectations

69. Immediacy - Make Sure Your Mobile Service Performs As Expected For All End-Users

70. Prepare For Success Mobile site & app traffic exceeded expectations & overwhelmed mobile delivery infrastructure leading to slow load times & outages

71. 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 iPad & Safari iPhone & Safari iPhone App Windows 7 & Chrome

72. How To Deliver Quality Mobile Web And App Experiences Know your end-users and their context Ensure end-users can access and interact with your mobile content across all devices Simplify – think end-user goals Immediacy - make sure your mobile service meets end-users’ expectations Prepare for success Adopt a “One Web” application performance management philosophy

73. Questions Increased conversions 10% Gomez Customers Enjoy Measurable Benefits Reduced homepage load time from 11.3 seconds to 3.4 seconds Improved page load times 23% Saved 50%+ in staff and fees Reduced seven-step transaction time by 50% Reduced downtime 45% Achieved under 3 second response time and 99%+ availability Validated decision to consolidate three data centers For more information visit Gomez.comorcontact us at +1 781.778.2700