The move to mobile is unmistakable. Over the past year, eBay and Amazon recorded over a billion dollars apiece in sales originating from mobile devices. Expectations for mobile performance are steep; consumers expect the mobile Internet to perform on par with the desktop. In addition mobile marketers and content providers have little visibility into the end user experience on which the success of their business depends. Join Ovum analysts Tony Baer and Sara Kaufman and Imad Mouline, CTO APM Solutions, Compuware to learn: - How mobile website performance impacts your bottom line - The latest mobile trends – from smartphone adoption to HTML5 - Proven mobile performance management strategies of several major consumer m-commerce providers - Best practices to deliver quality mobile website, application and SMS experiences to all end-users

1. Tony Baer - Senior Analyst, Ovum Sara Kaufman - Analyst, Ovum Imad Mouline - CTOAPM Solutions, Compuware AUDIO VIA PC SPEAKERS & PHONE# 866-900-5706 ID# 36582924

2. Assuring the customer mobile web experience: The Business case Tony Baer & Sara Kaufman tony.baer@ovum.com sara.kaufman@ovum.com 26 January 2011

3. Agenda Mobile web coming on strong Performance impacts your brand & bottom line The mobile Internet application delivery chain Mobile performance is not somebody else’s problem Gomez customer experiences Summary

4. Mobile web coming on strong Consumer demand for mobile access to the Internet is accelerating and will continue to grow rapidly over the next five years. Relentless consumer appetite for mobile data, speed, personalization iPhone transformed our vision of smart phones, spurred appetite for higher end devices, sophisticated mobile content & applications Continued growth in wireless connections, mobile broadband Continuing mobile network evolution Mobile networks around the globe upgrading/optimizing for data Migration from 2G to 3G, commercial introduction of 4G Rapid growth of tablets and MIDs (Mobile Internet Devices) New devices, form factors and services mean new performance concerns

5. Mobile evolution: a virtuous cycle Demand for better apps, richer content Demand for more 3G broadband connections 2007 iPhone introduction 2010 Droid, iPad emergence RIM, Palm, Nokia, others respond 4G emergence The cycle will keep repeating itself!

7. Smartphones in 2009 made up 16% of total handset market

9. iPad Shipments of tablets/MIDs based on “lite” OSs will rise from 14.2M units to more than 150M units150M 14M 60% CAGR Source: Ovum Tablets and Mobile Internet Devices Forecast 2010-2015

11. App downloads will reach 21.3B by 2015 ( 31% CAGR), 3X 2010 levels

12. Messaging will also rise; application messaging growth will be 5x that of basic texting (20.4% CAGR).41B 47%CAGR Source: Ovum Mobile Broadband Users and Revenues Forecast 2009-2014 Source: Ovum Applications Download Forecast 2010-2015

13. Performance impacts your brand Mobile performance data essential for managing SLAs & brand reputations Over 50% expect mobile web to perform as well as desktop* 32% of consumers will abandon mobile sites if load time > 5 seconds* 80% reported m-commerce problems* Poorly performing website ultimately hits your brand! 52% of consumers unlikely to return to a website they had trouble accessing from their phone* Performance shapes the user experience 39% say speed more important than functionality* M-commerce expectations just as demanding as e-commerce Source: 1000-user survey conducted for Gomez by Equation Research

14. Performance impacts your bottom line Customers who abandon your site = Lost Business

15. The mobile Internet has many moving parts Variety of client platforms/footprints Bandwidth more constrained Location, Location, Location The mobile Internet application delivery chain iPad & Safari iPhone & Safari iPhone App Windows 7 & Chrome

17. 3rd party services/ CDNs

18. User’s Mobile Carrier

19. Local tower coverage

20. Mobile device class

21. Mobile OS platform

23. 3rd party services/ CDNs

24. User’s ISP

25. Client OS platform

26. Web browserTraditional Internet The end user experience is the sum of all these factors

28. Quick vs. long-running interaction

29. Different clients with different usage patterns

32. Gomez customer experiences Case Study Large US mutual funds company “On market volatility days, people make crazy transactions. If your Website is not available in the critical time when the client needs it, you will lose your retail and eventually 401K customers.” Business: Personal finance, mutual funds distribution channel Mobile objectives/ambitions: Mobile services evolving from inquiry-based to transaction-based Technology innovation key to value proposition and brand reputation Business Case for Monitoring: Mobile - a key customer service channel New competition raising the stake “Customer churn prevention—that’s what being the best in performance means to them.”

33. Gomez customer experiences Case Study Leading software firm “With all our different services, our apps need to pop no matter what device. It’s a question of survival of the brand.” Business Applications for traditional, Internet and mobile offerings Mobile objectives/ambitions Mobile Web imperative to maintain market relevance Get quantifiable evidence of how apps/Web services perform Business case for monitoring Part forensics, part of QA process for product development Reducing customer attrition goes straight to the bottom line

34. Gomez customer experiences Case Study Personal wealth management advisory firm “Time is money. The more downtime you have, the more it costs you.” Business: Personal wealth management; high wealth advisory business, direct trading Mobile objectives/ambitions Employing mobile to advance brand reputation, expand customer base, and grow bottom line Key component of company’s future business Business Case for monitoring: Which trading apps and functionality appeal to new clientele? Which apps and functionality perform best in a mobile—which don’t

35. Summary Mobile web is coming on strong More, smarter devices + more bandwidth = more demand for high quality mobile Internet Consumers expect mobile web performance = desktop performance Performance trumps functionality Your brand depends on site performance Consumers will abandon slow mobile sites and never come back! Lost visits = lost business Arm yourself with the facts! Not always the carrier’s fault Compare by device, interaction, carrier, region – from end to end! Good mobile performance protects the bottom line!

36. The Business Case For Assuring The Customer Mobile Web Experience Imad Mouline - CTOAPM Solutions, Compuware

37. Smartphones Have Redefined Mobile End-Users’ Experience Expectations Mobile users expect rich, engaging mobile website and application end-user experiences

38. End-Users’ Mobile Experience Expectations Are Increasing

39. Not Meeting Your End-Users’ Mobile 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 Social media & customer ratings allow users to record their frustration in real-time, negatively impacting revenue and brand equity

40. Mobile Service Performance Impacts Business Results Abandonment Rate Across 200+ Sites / 177+ Million Page Views Over 2 weeks / All Browsers Source: Gomez real user monitoring

41. Mobile Service Performance Impacts Business Results Abandonment Rate Across 200+ Sites / 177+ Million Page Views Over 2 weeks / All Browsers vs. iPhone Safari Source: Gomez real user monitoring

42. 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

43. More Mobile Traffic During Black Friday & Cyber Monday iOSDevices’ Page Views Across Multiple Major North American Retailers, Nov 15 – Dec 4, 2010

45. Thehighest drop of 6 points in the UX index occurred during 4 - 6 PM

47. 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?

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

49. 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

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

51. 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 & Chrome iPhone & Safari

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

53. The Business Case For Assuring The Customer Mobile Web Experience

54. Questions Increased conversions 10% Gomez Customers Enjoy Measurable Benefits 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.comorcontact us at +1 781.778.2700