Maximize Your M-Commerce Strategy

Imad Mouline – CTO APM Solutions, Compuware

@imadmouline

Presented at MeasureWorksMobile Performance Meet-upMarch 16, 2011

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

How Do We Engage Mobile Users?

Regular websiteOptimized mobile

websiteMobile native

application

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

T-Mobile G1Blackberry BoldiPhone 4

Should We Just Go With Our Website?

iPad 3.2 - 18.7 sec.

Firefox 3.6.3 - 6.5 sec.

Internet Explorer 7.0 - 9.8 sec. iPhone - 43.0 sec.

“Full website” performance tested on mobile browsers using WiFi

We Need A Mobile Strategy – Should We Focus On A Mobile Site, Or A Mobile App, Or SMS?

App

Mobile site

SMS

ADDRESSABLE AUDIENCE

App

Mobile site

SMS

RICHNESS OF EXPERIENCE/ DEVELOPMENT COST

Smart-phones

Smart & mid-end phones

Smart, mid-end & feature phones

DEVICE FOCUS

What is the profile of our end-users and what are they trying to achieve using our mobile initiative?

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

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

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

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What Types Of Devices Should We Support?

Source: Forrester Research North American Technographics® Benchmark Surveys, Q2 2010

Research shows smartphone owners are by far the most active users of the mobile web

The Typical Evolution of a Company’s Mobile Strategy

Denial – Don’t do anything “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

Maturity – Optimize the mobile site “Wow! I can do that in a browser? Really?”

Use the mobile-specific browser capabilities to enhance mobile site

Limitation

Opportunity

The Typical Evolution of a Company’s Mobile Strategy

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 smartphoneover a feature phone

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

End-Users’ Mobile Experience Expectations Are Increasing

Not Meeting Your Customers’ Mobile Web Experience Expectations Negatively Impacts Brand Equity And Revenue

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

Research shows 60% of mobile Web users had a problem in the past year when accessing a Website on their phone

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

Mobile Service Performance Impacts Business Results

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Page Load Time Band (sec.)

Abandonment Rate -All Browsers

Source: Gomez real user monitoring

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

Mobile Service Performance Impacts Business Results

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Page Load Time Band (sec.)

Abandonment Rate -All Browsers

Abandonment Rate -iPhone Safari

Source: Gomez real user monitoring

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

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

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

iPhone Performance in the Netherlands – February 2011

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Load Time Perceived Render Time

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 anISP 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?

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?

Know Your Application

Inside the firewall

Outside the firewall User’s device

SessionInformation

Search

CMS content

Shoppingcart

Ads fromAdserver

CDNcontent

Video frommedia server

Web analytics

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

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

iPad 3.2 Safari 5.0

IE 7

Android 2.2

IE 9 betaIE 8

Chrome 6iPhone 4.2

FF 3.6

HTML5 Test (max 300 points ) - http://html5test.com/

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

Simplify And Think End-User Goals

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

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

Validate Your Mobile Site Renders As Expected For All End-Users

iOS 4.1 – iPhone 3GSBlackBerry OS 5 – Storm 2Android 2.2 – Nexus One

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

Prepare For Success

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

leading to slow load times & outages

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 App

iPad & Safari

Windows 7 & ChromeiPhone & Safari

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

Ensure Your Mobile Initiatives Perform

Deliver quality mobile Website, application and SMS experiences

Benchmark mobile service performance against the competition

Identify, diagnose & resolve performance issues before customers are impacted

Ensure mobile sites & apps perform optimally under peak traffic conditions

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