View
412
Download
0
Category
Preview:
Citation preview
How to fail at mobile commerceMichael Gooding
©2016 AKAMAI | FASTER FORWARDTM
If the world were 100 people…
Source: Good Data
©2016 AKAMAI | FASTER FORWARDTM
Source: Good Data
Nearly the same!!!
©2016 AKAMAI | FASTER FORWARDTM
How many years to reach 7.2 billion?
35000
30
©2016 AKAMAI | FASTER FORWARDTM
11,500 babies born80,500 smartphones activated45
©2016 AKAMAI | FASTER FORWARDTM
Michael Gooding: Performance Specialist1. Trends2. Performance3. Security4. Summary
©2016 AKAMAI | FASTER FORWARDTM
1. Trends“mobile is taking over the world!”
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Device numbers are growing
2007 2008 2009 2010 2011 2012 2013 2014 20150.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
PCsiOS & Andriod
Estimated install base (bn)
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
And expected to keep growing
More mobile users
More mobile connections
Faster mobile speeds
Billion Users5.5
4.8
2015 2020
Mbps 6.5
2
Billion Users11.6
7.9
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Mobile traffic is on the up
2010 2011 2012 2013 2014 20150%
10%
20%
30%
40%
50%
60% Share of traffic
Traditional
Tablet
Smartphone
0% 10% 20% 30% 40% 50% 60% 70%
20142015
US traffic Black Friday 2015 Global traffic numbers
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
And mobile sales are growing
2010 2011 2012 2013 2014 20150%
10%
20%
30%
40%
50%
60% Share of trafficShare of sales
France
Italy
US
Germany
Spain
Netherlands
UK
0% 5% 10% 15% 20%25% 30% 35%40% 45% 50%
20142015
US traffic Black Friday 2015 Share of eCommerce mobile transactions
8% growth
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
And predicted to keep growing
2015 2016 2017 2018 2019 2020$0
$50
$100
$150
$200
$250
$300
$35 $43 $61 $60 $69 $79$80
$99$119 $138
$156$173
Smartphone Tablet
US mobile commerce forecast 2015-2020 (bn)
• 35% of US eCommerce• Mobile accounts for 33% of
traffic• Mobile just 11% of sales
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Mobile traffic is on the up
4.43%
3.75%
1.53%
4.15%
3.41%
1.20%
56.01%
15.37%
28.62%
62.81%
17.25%
19.94%
2014 Traffic 2015 Traffic 2014 Conversion 2015 Conversion
Global traffic numbers with conversion
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Summary of the research
• Smartphone traffic ~ 30% of visitor traffic• Smartphone sales just ~11% of all sales• Conversion for smartphones nearly 3 times lower than desktop
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
So what’s the problem?
1. Performance2. Security3. User behaviour
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Our survey says…
58% of Dutch consumers said site performance is a top priority when buying online, surpassing security (56%)
Dutch consumers (46%) were fearful of security threats on mobile devices
75% of Dutch consumers might not do business with their favourite online store if their systems are compromised
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
1. Research
2. User tracking 40% of transactions travel across device
Other considerations
©2016 AKAMAI | FASTER FORWARDTM
1. Trendssummary: there is more mobile traffic, but not necessarily success!
©2016 AKAMAI | FASTER FORWARDTM
2. Performance“a mobile is a mini pc in your pocket”
©2016 AKAMAI | FASTER FORWARDTM
Performance1. Content 2. Device3. Network
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Improve performance of your content
Mobile Web
HTML
CSS
JS
IMAGES
Mobile Apps
API
IMAGES
©2016 AKAMAI | FASTER FORWARDTM
4 anglesx
3 categories (main, zoom, thumbnail)x
4 formats (jpeg, WebP, j2k, jpgXR)X
2 aspect ratiox
3 qualities_____________
288 images (files) per product* This does not include art direction or HD images
Improve performance of your content - Images
©2016 AKAMAI | FASTER FORWARDTM
I have a day job, what should I focus on?1. Size2. Quality3. Format
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
#1 - Reduce the size of images to fit mobile
0
100
200
300
400
500
600
700
~500 websites original images v’s resized to fit screen
OriginalResized
Size
in K
B
Tim KadlecWhy do we need
Responsive Images?
Up to 72% less image weight
©2016 AKAMAI | FASTER FORWARDTM
#2 - My Marketing Department insist on 100% quality
Quality: 80Size: 21KB
Quality: 90Size: 29KB
Quality: 70Size: 18KB
Quality: 60Size: 15KB
Quality: 100Size: 78KB
©2016 AKAMAI | FASTER FORWARDTM
Quality and size combined
10 20 30 40 50 60 70 80 90 1000
50
100
150
200
250
300
350
400
450File size v’s Jpeg Quality Ratings
300x400 450x600 600x800 750x1000 900x1200
JPEG Quality Rating
File
size
in K
B
Large reduction between 100-90%
After 60% limited returns
©2016 AKAMAI | FASTER FORWARDTM
#3 - Use the right format
Format Size vsJPEG
Progressive Transparency Support
Hardware Decoding
Encoder Browser Support
JPEG N/A N/A No No jpegtran Everybody
WebP -35% -35% Yes No cwebp
JPEG XR -30% N/A In Spec, not Browsers Maybe jxrlib
JPEG 2000 -30% N/A In Spec, not Browsers Maybe OpenJPEG
10+
12.1+4+23+
6+ 6+
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Improve performance of your content – Cache content
Cache is King
Including API responses!!!
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Improve performance of your content – Cache content
©2016 AKAMAI | FASTER FORWARDTM
Performance1. Content 2. Device 3. Network
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
All devices are not created equal
24,093 unique devices August 2015
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
All devices are not created equal
1.0s 2.0s 2.6s
334ms
1003ms
1180ms
222ms
494ms
Decode times
0.7s
103ms
©2016 AKAMAI | FASTER FORWARDTM
Performance1. Content 2. Device3. Network
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Embrace the network
Faster mobile speedsMbps
6.5
2
Average 4G Bandwidth UK Mbps 10
18
2015
2020
2013
2014
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
BANDWIDTH
LATENCY
Embrace the networkMore bandwidth isn’t a magic bullet for web performance
1 Mbps
2 Mbps
3 Mbps
4 Mbps
5 Mbps
6 Mbps
7 Mbps
8 Mbps
9 Mbps
10 Mbps
0
1
2
3
4
200ms180ms160ms140ms120ms100ms 80ms 60ms 40ms 20ms0
1
2
3
4Page load time against BANDWIDTH Page load time against LATENCY
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.Radio
Access Network
Mobile Core
Internet
Akamai todayAkamai futureCarrier today
What can Akamai do with Cellular Networks?
End users
Embrace the network
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Embrace the network
Mobile SDK to make real-time decisions at the edge based on true network performance
©2016 AKAMAI | FASTER FORWARDTM
Original Image
Quality: 100%Size: 60KB
Network Conditions
Excellent
Average
Poor
Adapted ImageThroughput: HighSize: 54KB (90%)
Throughput: MedSize: 40KB (67%)
Throughput: LowSize: 24KB (40%)
Embrace the network
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Embrace the network
IPv6 connections are 15% faster due to removing the network address translation devices from the path
Enabling HTTP/2 saw some pages load up to 50% faster
©2016 AKAMAI | FASTER FORWARDTM
2. Performancesummary: delivering fast mobile performance can be hard!
©2016 AKAMAI | FASTER FORWARDTM
3. Security“Don’t make your users feel insecure!”
©2016 AKAMAI | FASTER FORWARDTM
Security1. if your site’s down, it can’t make money 2. protect all your doors 3. protect all your data 4. make users feel secure
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
1. DDoS Attacks are on the rise
2. Extortion
If your site is down it can’t make money
Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
2.9 Gbps4.2 Gbps
9.7 Gbps
7.8 Gbps
13.9 Gbps
6.4 Gbps 6.0 Gbps 7.0 Gbps
©2016 AKAMAI | FASTER FORWARDTM
Security1. if your site’s down, it can’t make money2. protect all your doors3. protect all your data 4. make users feel secure
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Protect all your doors
1. Front door includes• SSL• WAF (XSS/SQLi)
2. Backdoor includes• On premise• DNS• Public APIs
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Protect all your doors – don’t forget APIs
1. Mobile App to control car settings
2. No passwords being used
3. No SSL for API traffic
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.63% │ User traffic
Advertising │ 1%Web archiver │ 2%
Site development & monitoring │ 5%Unknown │ 10%
Search engine │ 20%
Other │ 1%
Protect all your doors – How do I know what’s good and bad?
?
?
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Protect all your doors – Manage not mitigate!
©2015 AKAMAI | FASTER FORWARDTM
What if you could… X
Y
X
Y
Slow traffic
Serve alternate
1 Detect and identify “good” and “bad” bots
2 Categorize bots based on business impact
3 Manage bot traffic without alerting operator
4 Visualize and report on bot traffic
What would you need?
©2016 AKAMAI | FASTER FORWARDTM
Security1. if your site’s down, it can’t make money 2. protect all your doors 3. protect all your data 4. make users feel secure
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
Protect all your data
• DDoS creates ‘smokescreen’ to distract security teams
• Web Application attacks are then launched to steal valuable data
• Often goes un-noticed for weeks or months
©2016 AKAMAI | FASTER FORWARDTM
Security1. if your site’s down, it can’t make money 2. protect all your doors 3. protect all your data 4. make users feel secure
©2016 AKAMAI | FASTER FORWARDTM
Avoid data theft and downtime by extending the security perimeter outside the data-center and protect from increasing frequency, scale and sophistication of web attacks.
1. Online wallets
2. Trust Seals
3. Two factor authentication
Make users feel safe
©2016 AKAMAI | FASTER FORWARDTM
3. Securitysummary: threats change but your ability to stop them shouldn’t
©2016 AKAMAI | FASTER FORWARDTM
Summary1. The stats tell us we are already failing!2. Users tell us that security and performance are important3. Sell to people not devices
Questions?@Michael_G_81
Recommended