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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
Citation preview
Imad Mouline - CTO APM Solutions, Compuware
Julie Äsk - Vice President, Forrester Research Inc.
AUDIO VIA PC SPEAKERS & PHONE# 866-900-5706 ID# 028663372
© 2010 Forrester Research, Inc. Reproduction Prohibited2 © 2009 Forrester Research, Inc. Reproduction Prohibited
How To Maximize Mobile Web Site And Application ROIJulie Äsk, Vice President, Forrester Research
December 15, 2010
© 2010 Forrester Research, Inc. Reproduction Prohibited3
People of all nationalities and incomes have sophisticated handsets
© 2010 Forrester Research, Inc. Reproduction Prohibited4
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?
© 2010 Forrester Research, Inc. Reproduction Prohibited5
“What kind of mobile phone do you own?”
Base: 41,249 US adult mobile subscribersBase: 37,327 US adult mobile subscribersBase: 30,453 US adult mobile subscribers
*
**
Source: North American Technographics® Benchmark Surveys 2008-2010
YE 2007 YE 2008* YE 2009**
5%
9%
17%
7%
11%
17%
Quick Messaging Device (QMD) Smartphone
Smartphone adoption is growing quickly
© 2010 Forrester Research, Inc. Reproduction Prohibited6
Mobile phone Net use is growing, but frequency is really growing
“How frequently do you access the Internet on your mobile phone?”
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
2007 2008* 2009**
4%7%
13%3%
5%
6%
3%
3%
3%
At Least Daily At Least Weekly At Least Monthly
In mid 2009 daily users become the majority of
mobile Net users
10%
15%
22%
© 2010 Forrester Research, Inc. Reproduction Prohibited7
Smartphone owners are by far the most active users of mobile Internet
13%
52%
16%
2%
7%
21%
11%
2%
3%
7%
5%
2%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Total Smartphone QMD Feature
Monthly
Weekly
Daily
Source: North American Technographics® Benchmark Surveys, Q2 2010
Base: 31, 343 US adults with a mobile phone
© 2010 Forrester Research, Inc. Reproduction Prohibited8
Adoption of smartphones is the primary driver of mobile Internet usage
Feature phones still represent
majority
Improving network speeds and
capacity
Smartphone adoptionCost of data
services
MobileCouponAdoption(Consumer)
Too many sites without optimized
content
Quality of experience
including site / application design
Cost of data services
Lack of consumer need or demand for Internet on the go
Consumer mobile Internet
adoption
© 2010 Forrester Research, Inc. Reproduction Prohibited9
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
© 2010 Forrester Research, Inc. Reproduction Prohibited10
Mobile services should offer three core benefits
Convenience Quotient
Immediacy Simplicity Context
© 2010 Forrester Research, Inc. Reproduction Prohibited11
Amazon.com is an example of a very convenient service
Uses both barcode scanning and photos to create lists and offer competitive pricing.
Offers daily deals – common in mobile to take advantage of immediacy benefit.
Offers automatic sign-in plus one-click buy on purchases.
Immediacy Simplicity Context
© 2010 Forrester Research, Inc. Reproduction Prohibited12
Calculating the ROI of your mobile services may feel like
peering into a bottomless canyon and thinking … how do I
get there?
© 2010 Forrester Research, Inc. Reproduction Prohibited13
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
© 2010 Forrester Research, Inc. Reproduction Prohibited14
Step 1: Identify the benefits of your mobile service
Step 1: Identify the Benefits of Your Mobile Services
© 2010 Forrester Research, Inc. Reproduction Prohibited15
Mobile can support consumers throughout the buying cycle generating revenue …
© 2010 Forrester Research, Inc. Reproduction Prohibited16
… saving money …
© 2010 Forrester Research, Inc. Reproduction Prohibited17
… and offering convenient services
© 2010 Forrester Research, Inc. Reproduction Prohibited18
Step 2: Quantify the Benefits Using Consumer Data and
Modeling
© 2010 Forrester Research, Inc. Reproduction Prohibited19
Calculate the value of each benefit — examples
Source: January 10, 2011, “The ROI Of Mobile” Forrester Report
© 2010 Forrester Research, Inc. Reproduction Prohibited20
Calculating consumer usage is part art and part science
Source: January 10, 2011, “The ROI Of Mobile” Forrester Report
© 2010 Forrester Research, Inc. Reproduction Prohibited21
A number of factors will affect adoption and usage rates
© 2010 Forrester Research, Inc. Reproduction Prohibited22
Nu
mb
er
of
time
s u
sed
an
nu
ally
Conceptual
Next, forecast usage — with mobile, there is not often absolute displacement at least initially
© 2010 Forrester Research, Inc. Reproduction Prohibited23
In this model, you’ll also need a device forecast
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)
Smartphone aggressive
70%
QMD expected
QMD alternative scenario
2015
Conceptual
© 2010 Forrester Research, Inc. Reproduction Prohibited24
Step 3: Calculate the Total Cost of Ownership
© 2010 Forrester Research, Inc. Reproduction Prohibited25
Costs go beyond vendor licensing or agency fees
Total Cost of Ownership
Conceptual
Platform License
InternalStaff
MarketingProfessional Services
Total Cost of Ownership
AnalyticsMaintenance Etc.
An
nu
aliz
ed C
ost
s
© 2010 Forrester Research, Inc. Reproduction Prohibited26
Step 4: Build a Model to Summarize the Benefits
© 2010 Forrester Research, Inc. Reproduction Prohibited27
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
© 2010 Forrester Research, Inc. Reproduction Prohibited28
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
© 2009 Forrester Research, Inc. Reproduction Prohibited
Thank you
Julie Äsk+1 415.355.6002
jask@forrester.com
www.forrester.com
How To Maximize Mobile Website And Application ROI
Imad Mouline - CTO APM Solutions, Compuware
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
End-Users’ Mobile Experience Expectations Are Increasing
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
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
0
5
10
15
20
25
30
Abandonment Rate - All Browsers
Abandonment Rate - iPhone Safari
Page Load Time Band (sec.)
Aba
ndon
men
t Rat
e (%
)
Source: Gomez real user monitoring
Abandonment Rate Across 200+ Sites/177+ Million Page Views All Browsers vs. iPhone Safari
More Mobile Traffic During Black Friday & Cyber Monday
iOS Devices’ Page Views Across Multiple Major North American Retailers, Nov 15 – Dec 4, 2010
User Experiences On iPhone & Droid Suffered During Cyber Monday
The Compuware Gomez UX Index provides a gauge of user satisfaction based on the speed & availability of major retailers' mobile sites
During Cyber Monday •The UX index dropped an average of
3 points•The highest drop of 6 points in the
UX index occurred during 4 - 6 PM• Resulting in a significant increase in the
potential number of frustrated users
MajorISP
Local ISP
Mobile Carrier
Internet
Content DeliveryNetworks
3rd Party/Cloud Services
Browsers and devices UsersUsers
Storage
Web Servers
App Servers
DB Servers
Mainframe
Load Balancers
Mobile Components
Network
The Web Application Delivery Chain
How To Deliver Quality Mobile Web And App Experiences
Systems management
tools: “OK”
• Inconsistent geo performance• Bad performance under load• Blocking content delivery• Incorrect geo-targeted content
• Network peering problems
• Outages
• Configuration issues• Oversubscribed POP• Poor routing optimization• Low cache hit rate
• Network peering problems
• Bandwidth throttling
• Inconsistent connectivity• Configuration
errors• Application
design issues• Code defects• Insufficient
infrastructure
• Network resource shortage
• Faulty content transcoding
• SMS routing / latency issues
• Poorly performing JavaScript
• Inconsistent CSS rendering
• Browser/device incompatibility
• Page size too big
• Conflicting HTML tag support
• Too many objects
• Content not optimized for device
• Low cache hit rate
…user is NOT happy
Is it my data
center?
Is it an ISP or the Internet?
Is it a 3rd party
provider?Is it a browser
or device?
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?
Make Sure End-Users Can Access Your Mobile Content
End-user accesses a major airlines’ website using a Google search on iPhone 4
The full website is displayed
End-user enters company-name.com into iPhone 4 browser’s address field
The mobile optimized website is displayed
Validate Your Mobile Site Renders As Expected For All End-Users
iOS 4.1 – iPhone 3GSBlackBerry OS 5 – Storm 2Android 2.2 – Nexus One
Simplify – 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 And Workflow Design Compares Favorably To The Competition
Your competitors’ mobile site and app performance
contributes to shaping your customers’ expectations
Immediacy - 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
iPad & Safari
Windows 7 & ChromeiPhone AppiPhone & Safari
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
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
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