Gebruikers van mobiel internet verwachten snelle transacties en betrouwbare sites en/of applicaties. Volgens recent onderzoek haakt meer dan 52% van de klanten af bij een slechte ervaring en overweegt daardoor geen gebruik meer te maken van een mobiele applicatie.  Nu mobiel internet een integraal onderdeel wordt van uw dienstverlening, en de verwachtingen van klanten toenemen, wordt het managen en monitoren van uw mobiele sites en applicaties een voorwaarde voor succes. Het niet tijdig identificeren van langzame, of erger, niet functionerende mobiele diensten zal onherroepelijk resulteren in verlies van klanten, omzet en uiteindelijk reputatie schade. Aan de hand van praktijkvoorbeelden zullen we u laten zien: * Wat de impact is van de adoptie van mobiel internet en groeiende klantverwachtingen op uw online dienstverlening * Op welke wijze Mobiele Web Experience problemen kunnen worden herkend voordat klanten uw website verlaten  * Best practices voor het leveren van een kwalitatief uitstekende Mobile Web Experience

2. Mobile Strategy

3. ….more specific: Mobile Experience

4. 7 Performance Questions
We’re getting mobile

5. Mobile will outgrow Desktop within 3-5 years!
2500
2000
1500
Desktop
Users
Mobile
Users
1000
500
0
2007
2008
2009
2010
2011
2012
2013
2014
2015
Morgan Stanley, The Mobile Internet Report, 2010

6. Shifting trends!

7. Mobile = Business

8. 1
Billion
expects to generate more than in mobile revenue in 2010
1.5
Billion
will double it’s mobile revenue to in 2010
with more than 800.000 users

9. 407 People will bank by mobile phone in 2015
Million
ABI research, 2010

10. Over 80% of all
companies interviewed
are making plans for
mobile products
Forrester, Global Mobile Maturity Survey, 2010

11. 70% of all companies
planning to use
mobile to drive
customer loyalty
Forrester, Global Mobile Maturity Survey, 2010

12. 70% of all companies
planning to use
mobile to drive
customer loyalty
Only 22% see mobile as a
usefull way to generate
conversion and drive revenue!
Forrester, Global Mobile Maturity Survey, 2010

13. Mobile Trivia

14. Mobile traffic grew
148
%
in 2009

15. iPhone users are your best customers 

17. …Or, maybe not?

18. …Over 500.000 iPhones sold in the Netherlands…
Source: T-mobile, Q1 2010

19. …That’s about 5% of total data subscriptions
Source: CBS, Q1 2010

20. Since introducting iPhone in USA, checking NASDAQ went
up by 40 times, most used while waiting for traffic light

22. But, what do your customers think about mobile?
Based on ‘Mobile Web Experience Survey by Equation Research, 2010

23. 58% of mobile phone users expect websites to load as
quickly or faster on their mobile phone, compared to the
computer they use at home
Equation Research, Mobile Web Experience Survey, 2010

24. Reminder:

25. 2
is how long customers are willing to wait for a
Seconds
webpage to load
Source:
eCommerce
Web
Site
Performance
Today,
Forrester
Consul:ng,
2009

26. Slow
load
3me
is
the
#1
issue,
experienced
by
almost
75%
of
all
users
Equation Research, Mobile Web Experience Survey, 2010

27. Followed
by
51%
who
experienced
a
mobile
site
which
crashed
or
received
an
error
Equation Research, Mobile Web Experience Survey, 2010

28. Imagine this site..

29. ..From this viewpoint
34% of all users experience difficulty with
viewing content on a mobile screen

30. 28% of mobile web users didn’t execute a
transaction due to trust and/or security issues
SmartRevenue., Mobile Commerce Survey, 2010

31. Bad performance impacts brand loyalty!!

32. 40% of consumers are likely to click away
to the competition after they had trouble
accessing your site from their phone
Equation Research, Mobile Web Experience Survey, 2010

33. And 44% of your visitors will blame
your brand first before anything else,
after a bad mobile performance
Yahoo! Appetite Study, 2010

34. Back to business….

35. Forrester, Global Mobile Maturity Survey, 2010

36. End User Experience is
not mentioned amongst
metrics for mobile
success!
Forrester, Global Mobile Maturity Survey, 2010

37. Jakob’s Law of Internet User Experience:
Users spend most of their times on other sites!

38. Jakob’s Law of Internet User Experience:
Users spend most of their times on other sites!
So when they do it
better be good!

39. Best Practices for a successful Mobile Experience

40. 1. Focus your design
1. Design

41. Native App?...

42. ...or dotMobi?

43. 2. Measure from End User’s perspective
2. Measure from the End User’s perspective

44. Introducing: Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Components
App
Servers
Internet
DB
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

45. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it my (IT)
Components
App
Data Center?
Servers
Internet
DB
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

46. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it my (IT)
Components
App
It it an ISP or
Data Center?
the internet?
Internet
Servers
DB
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

47. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd
Is it my (IT)
Components
It it an ISP or
App
party
Data Center?
the internet?
Internet
Servers
DB
provider?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

48. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd Is it a
Is it my (IT)
Components
It it an ISP or
App
party browser or
Data Center?
the internet?
Internet
Servers
DB
provider?
device?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

49. Web Application Delivery Chain
3rd
Party/
Local
ISP
Browsers
and
End-­‐Users
Cloud
Services
devices
Load
Balancers
Web
Servers
Mobile
Is it a 3rd Is it a
Is it my (IT)
Components
It it an ISP or
App
party browser or
Manage
from
the
view
point
of
your
customer!
Data Center?
the internet?
Internet
Servers
DB
provider?
device?
Servers
Storage
Mainframe
Network
Major
Content
Delivery
Mobile
ISP
Networks
Carrier

50. 3. Watch the competition closely

51. How fast is fast enough?
Dutch Financials
Aegon Bank 3.75
sec
Rabobank 4.18
sec
ABN Amro 5.65
sec
Average
6.07
sec
ING 6.36
sec
Delta Lloyd 7.03
sec
SNS 9.52
sec
Measured with Gomez Mobile XF

52. How fast is fast enough?
Dutch Financials
US Financials
Aegon Bank 3.75
sec
Chase 2.41
sec
Rabobank 4.18
sec
Huntington 2.69
sec
ABN Amro 5.65
sec
Capital One 2.93
sec
Average
Keybank 3.41
sec
6.07
sec
Average
ING 6.36
sec
3.83
sec
Delta Lloyd 7.03
sec
Wells Fargo 5.65
sec
SNS Bank of America 6.23
sec
9.52
sec
Measured with Gomez Mobile XF

53. 4. Multiple Devices
4. Test mobile diversity

54. Performance can differ per device
Aegon Bank 3.75
sec
Rabobank 4.18
sec
ABN Amro 5.65
sec
Average
6.07
sec
ING 6.36
sec
Delta Lloyd 7.03
sec
SNS 9.52
sec
Measured with Gomez Mobile XF

55. Performance can differ per device
Aegon Bank 3.75
sec
Rabobank 3.72
sec
Rabobank 5.23
sec
Rabobank 4.18
sec
ABN Amro 5.95
sec
Delta Lloyd 6.03
sec
ABN Amro 5.65
sec
ING 6.61
sec
Aegon Bank 6.98
sec
Average
Average
6.07
sec
7.16
sec
ING 7.02
sec
Average
ING 6.36
sec
Aegon Bank 7.26
sec
7.05
sec
Delta Lloyd 7.03
sec
SNS 9.26
sec
ABN Amro 7.70
sec
SNS 9.52
sec
Delta Lloyd 10.20
sec
SNS 9.31
sec
Measured with Gomez Mobile XF

56. Performance can differ per device
Aegon Bank 3.75
sec
Rabobank 3.72
sec
Rabobank 5.23
sec
Rabobank 4.18
sec
ABN Amro 5.95
sec
Delta Lloyd 6.03
sec
ABN Amro 5.65
sec
ING 6.61
sec
Aegon Bank 6.98
sec
Average
Average
6.07
sec
7.16
sec
ING 7.02
sec
Average
ING 6.36
sec
Aegon Bank 7.26
sec
7.05
sec
Delta Lloyd 7.03
sec
SNS 9.26
sec
ABN Amro 7.70
sec
SNS 9.52
sec
Delta Lloyd 10.20
sec
SNS 9.31
sec
Measured with Gomez Mobile XF

57. Apple iPhone
HTC Windows
ING
….But also what your customer will see can be different
Measured with Gomez Mobile XF

58. Apple iPad
HTC Android
Delta
Lloyd
….But also what your customer will see can be different
Measured with Gomez Mobile XF

59. 5. Watch out for Traffic Jams

60. Watch out for Peak Traffic!!

61. Watch out for Peak Traffic!!

62. 6. Tie performance to conversion

63. Online Success requires a complete picture!
IT
OperaSons:
? Web
AnalyScs:

System
Management

Conversion

CPU,
Memory

Pageviews

Quality
of
Service

Visitors

64. Online Success requires a complete picture!
IT
OperaSons:
Web
AnalyScs:

System
Management

Conversion

CPU,
Memory

Pageviews

Quality
of
Service

Visitors
Web
Performance
AnalyScs:

Assess
impact
of
performance
on
user
behaviour

Tie
customer
sa3sfac3on
to
quality
of
delivery

Quan3fy
revenue
risked

65. Conclusion: Challenges everywhere…

66. 6 Best Practices!
Focus
on
design
Measure
from
the
end
user’s
perspec3ve
Watch
the
compe33on
closely
Test
Mobile
diversity
Watch
out
for
traffic
jams
Tie
performance
to
revenue

67. “…Consumers are willing to trade in functionality,
but are not willing to give up on comfort…”
Gomez Networks, Mobile Performance research, 2010

68. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl