1. Maximize Your M-Commerce Strategy
Presented at MeasureWorks
Mobile Performance Meet-up
March 16, 2011
Imad Mouline – CTO APM Solutions, Compuware
@imadmouline

2. Agenda
The big question: Native App or Mobile Site?
The typical evolution of a mobile strategy
Mobile performance: whose problem is it?
Best Practices and Recommendations

3. How Do We Engage Mobile Users?
Optimized mobile Mobile native
Regular website website application

4. Should We Just Go With Our Website?
Most smart and feature phones and tablets do not support complex,
high bandwidth Flash & Ajax applications
Common problems include usability hindrances, navigation paradigm
clashes and screen real estate management issues
iPhone 4 Blackberry Bold T-Mobile G1

5. Should We Just Go With Our Website?
Internet Explorer 7.0 - 9.8 sec. iPad 3.2 - 18.7 sec. iPhone - 43.0 sec.
Firefox 3.6.3 - 6.5 sec.
“Full website” performance tested
on mobile browsers using WiFi

6. We Need A Mobile Strategy – Should We Focus On A Mobile Site,
Or A Mobile App, Or SMS?
What is the profile of our end-users and what are they trying to
achieve using our mobile initiative?
RICHNESS OF EXPERIENCE/
DEVELOPMENT COST
Smart-
App App phones
Smart & mid-end
Mobile site Mobile site phones
Smart, mid-end & feature
SMS SMS phones
ADDRESSABLE AUDIENCE DEVICE FOCUS

7. What Are The Pros And Cons Of A Mobile Website?
Pros
 Latest browsers increasingly
support
- access to local resources
- latest performance
optimization approaches
 Short time to market
 Higher level of device
compatibility
Cons
 No access to certain native
resources – e.g. camera
 Sophisticated performance
optimization techniques
difficult to master

8. What Are The Pros And Cons Of A Mobile Application?
Pros
 Device-specific look and feel
 Access to local/native
resources
 One touch startup
 Opportunities for improved
perceived performance
Cons
 Friction
 Need to maintain backwards
compatibility/fragmentation
 Long time to launch/approval
process

9. What Types Of Devices Should We Support?
Research shows smartphone owners are by far the most active users of
the mobile web
F e
e p
a h
t o
u n
r e
Q
M
D
S
mh
ao
rn
t e
p
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Daily Weekly Monthly
Source: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010

10. The Typical Evolution of a Company’s Mobile Strategy
Denial – Don’t do anything Limitation
 “Mobile Phone Users? Do we have any?”
 “Just have them go to our regular website”
(Reluctant) Acceptance – Create a minimal mobile site
 “Let’s create a simple version of our website that works across all devices”
 Lowest common denominator approach
Panic – Get an app store presence as quickly as possible
 “We have to have a native app. Everyone else is doing it”
 Create a thin native wrapper around the browser object. Low effort.
Questionable value.
Contemplation – Fix the native app
 “Wow! These phones can do that?”
 Iteratively replace browser object with native calls, add device-specific
capabilities
Opportunity
Maturity – Optimize the mobile site
 “Wow! I can do that in a browser? Really?”
 Use the mobile-specific browser capabilities to enhance mobile site

11. The Typical Evolution of a Company’s Mobile Strategy

12. Smartphones Have Redefined Mobile End-Users’
Experience Expectations
By end of 2011 Nielsen
expects more smartphones in
U.S. than feature phones
As of November 2010
 31 percent of U.S. mobile
subscribers own smartphones
 45 percent of recent
acquirers chose a smartphone
over a feature phone
Mobile users expect rich,
engaging mobile website and
application end-user
experiences

13. End-Users’ Mobile Experience Expectations Are Increasing

14. Not Meeting Your Customers’ Mobile Web 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
Media company
has no insight
into performance
or availability of
outsourced
mobile website
Social media allows users to voice and record
their frustration in real-time, negatively
impacting revenue and brand equity

15. Not Meeting Your Customers’ Mobile App Experience Expectations
Negatively Impacts Brand Equity And Revenue
Mobile app stores feature
built-in end-user feedback
mechanisms that directly
impact app uptake

16. Mobile Service Performance Impacts Business Results
Abandonment Rate Across 200+ Sites / 177+ Million Page Views
Over 2 weeks / All Browsers
30
25
Abandonment Rate (%)
20
Abandonment Rate -
15 All Browsers
10
5
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Page Load Time Band (sec.)
Source: Gomez real user monitoring

17. Mobile Service Performance Impacts Business Results
Abandonment Rate Across 200+ Sites / 177+ Million Page Views
Over 2 weeks / All Browsers vs. iPhone Safari
30
25
Abandonment Rate (%)
20 Abandonment Rate -
All Browsers
15
Abandonment Rate -
iPhone Safari
10
5
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
Page Load Time Band (sec.)
Source: Gomez real user monitoring

18. 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 verticals
3 US locations, AT&T/iPhone, 27 Dec 2010 to 24 Jan 2011
BANKING TRAVEL NEWS RETAIL SPORTS
Fastest Fastest Fastest Fastest Fastest
3.138 sec 4.086 sec 6.301 sec 8.602 sec 15.837 sec
Slowest Slowest Slowest Slowest Slowest

19. iPhone Performance in the Netherlands – February 2011
Load Time Perceived Render Time
20
18
16
14
12
10
8
6
4
2
-

20. Delivering Quality Mobile Web And App Experiences Is Difficult
1. What is 2. Where is
the the root
business cause?
impact?
Cloud Customers
Private Public Browsers
Local
Data Center ISP
3rd Party/
Virtual/Physical Environment Cloud Services
Is it my
Mainframe
DB
Servers
App
Servers Is it an
Web
Servers Is it a
Load
Balancers Is it a
data ISP or the 3rd party browser Major
center?
Storage
NetworkInternet? provider? or device? ISP
Content
Delivery
Networks
Web Mobile WAN
Services Components Optimization Mobile
Carrier
Devices
Employees Employees
(via WAN)

21. 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?

22. Know Your Application
Inside the Outside the firewall User’s device
firewall
Web
Shopping analytics
Session cart
Information
Ads from
Adserver
Search
CMS
content Video from
media server
CDN
content

23. Know Your Browsers: Browsers Are Evolving
HTML5 support
 Application cache canvas,
audio, video, local storage,
geo-location, web workers
etc.
CSS3 Support
 Webfonts, animations,
gradients, shadows, etc.
Performance improvements
 Faster JavaScript processing
 Parallel download of JS scripts
 More parallel connections
 Resource pre-fetching
 Multi-threading in JS
Key Trend - more and more client-side processing

24. Browsers Are Evolving Fast
Google and Apple driving HTML5 support for web & mobile browsers
 “We're betting big on HTML 5.” - Vic Gundotra, Google
 “The world is moving to HTML5.” - Steve Jobs, Apple
HTML5 Test is an indicator of browser support for HTML5 features
 Safari, Chrome and mobile browsers lead the way
IE 7 IE 8 IE 9 beta FF 3.6
iPad 3.2 Android 2.2 iPhone 4.2 Safari 5.0 Chrome 6
HTML5 Test (max 300 points ) - http://html5test.com/

25. Leverage HTML 5 Support For Improved Performance And Better
Experiences Across A Wide Range Of Devices

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

27. 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

28. Validate Your Mobile Site Renders As Expected For All End-Users
Android 2.2 – Nexus One BlackBerry OS 5 – Storm 2 iOS 4.1 – iPhone 3GS

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

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

31. 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

32. How To Assure The Customer Mobile Web Experience
Stop thinking of mobile as a channel
with limitations
Know your end-users and their context
Simplify and think end-user goals
Make sure your mobile service meets
end-users’ experience & performance
expectations
Know if your mobile site’s
performance compares favorably to
the competition
Prepare for success
Adopt a “One Web” application
performance management philosophy

33. Ensure Your Mobile Initiatives Perform
Deliver quality mobile Website, Benchmark mobile service performance
application and SMS experiences against the competition
Ensure mobile sites & apps perform Identify, diagnose & resolve performance
optimally under peak traffic conditions issues before customers are impacted

34. Questions
Gomez Customers Enjoy
Measurable Benefits
Increased conversions 10%
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.com or contact us at +1 781.778.2700