The movement toward Anywhere, Yankee Group's term for the emergence of ubiquitous connectivity, is spurring a change in how consumers access information. With the advent of full-featured Web-browsing phones like Apple's iPhone and the T-Mobile/Google G1, demand for user-friendly, well-designed and effective mobile Web sites is increasing exponentially. This demand is creating both challenges and opportunities for companies to communicate effectively in this evolving medium. Today's Anywhere Web sites are already serving millions of consumers, yet not a single mobile Web site scores a passing grade on Yankee Group's Mobile Web Scorecard, a methodology developed specifically to evaluate how well sites adapt to mobile users, devices and networks to create an Anywhere experience. Results from the Mobile Web Scorecard conclude that the businesses and designers best positioned to succeed will be those who objectively measure their progress rather than guess about which features to change.

1. The Best of the Mobile Web
Carl D. Howe, Director, Anywhere Consumer Research
November 2008
© Copyright 2008. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com

2. Who is Yankee Group
• The first independent research firm trusted for nearly 40
years
• Focused exclusively on Anywhere
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3. • A common network
• Broadband demand
• Wireless ubiquity
These are forming the
Anywhere Network
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4. Anywhere: The largest technology change of our lifetimes
New kinds of consumers New kinds of devices
New kinds of connections New ecosystems
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5. Today, 23 countries are on the verge of Anywhere
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6. 16 countries will have more than one broadband line per
person by 2012, becoming Anywhere Economies
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7. Today’s Takeaway
The mobile
The mobile
Web is the
Web is the
next phase of
next phase of
Anywhere
Anywhere
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8. Agenda
• Why the Anywhere Web
• Scoring Anywhere
• Common Lessons
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9. Agenda
• Why the Anywhere Web
• Scoring Anywhere
• Common Lessons
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10. The Problem with Native Mobile Phone Applications
1,000+
different types
of mobile devices
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11. App Developers Are Scarce
Java and
Web Developers
C++
developers
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12. Enter the Mobile Web
• It is least common denominator technology.
• Web skills are plentiful.
• Mobile Web browsers have improved.
• Mobile bandwidth is ramping up globally.
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13. First Challenge: Mobile Experiences Are Different
Desktop Mobile
HTML/XHTML, CSS,
Markup XHTML, CSS
JavaScript, Flash
Screen Size 800x600 to 1920x1080 160x120 to 320x240
Words per Screen 300 to 1,000 30 to 50
Numeric pad, trackball,
Input Modes Mouse, keyboard
touch
Connectivity Constant Occasionally disconnected
User Attention Complete Partial
User Proximity Sometimes Constant
Appropriate Content In-depth, detailed Distilled, summarized
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14. Second Challenge: Finding the Mobile Web Address
• mycompany.mobi
• mycom.mobi
• mobile.mycompany.com
• m.mycompany.com
• wap.mycompany.com
• xhtml.mycompany.com
• mycompany.com/mobile
• mycompany.com/wap
• mycompany.com/m
• mycom.com
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15. Mobile Web Growth Today Parallels the Early Internet
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16. Agenda
• Why the Anywhere Web
• Scoring Anywhere
• Common Lessons
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17. The Yankee Group Anywhere Web Scorecard
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18. How We Score Mobile Websites
• 25 objective criteria in 5 groups:
– User
– Device
– Network
– Design
– Effectiveness
• 0-100 scoring
• 70 is a PASS
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19. Our First Anywhere Web Study
• The study consisted 32 sites
in three industries:
– Airlines
– Financial services
High: 67 – Shopping
Average: 53
Low: 21
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20. Airlines Struggled to Take Off
52: Southwest, Air France
51: US Airways 50: Continental
47: JetBlue 46: United
44: Orbitz
36: Northwest
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21. Number Three in Airlines: Delta
55: Delta
52: Southwest, Air France
51: US Airways 50: Continental
47: JetBlue 46: United
44: Orbitz
36: Northwest
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22. Number Two in Airlines: British Airways
57: British Airways
55: Delta
52: Southwest, Air France
51: US Airways 50: Continental
47: JetBlue 46: United
44: Orbitz
36: Northwest
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23. Number One in Airlines: American Airlines
65: American Airlines
57: British Airways
55: Delta
52: Southwest, Air France
51: US Airways 50: Continental
47: JetBlue 46: United
44: Orbitz
36: Northwest
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24. The Winners: Financial Services
56: American Express
55: PayPal 51: E*Trade
34: Vanguard
33: Wachovia (now Wells Fargo)
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25. Number Three in Financial Services: Fidelity Investments
62: Fidelity Investments
56: American Express
55: PayPal 51: E*Trade
34: Vanguard
33: Wachovia (now Wells Fargo)
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26. Number Two in Financial Services: First Interstate Bank
and US Bancorp
65: First Interstate Bank, US Bancorp
62: Fidelity Investments
56: American Express
55: PayPal 51: E*Trade
34: Vanguard
33: Wachovia (now Wells Fargo)
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27. Number One in Financial Services: Bank of America
67: Bank of America
65: First Interstate Bank, US Bancorp
62: Fidelity Investments
56: American Express
55: PayPal 51: E*Trade
34: Vanguard
33: Wachovia (now Wells Fargo)
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28. The Winners: Shopping
58: BMW, OpenTable, CNet
54: Zeer.com
48: Frucall.com 51: Newegg
47: Overstock.com
46: Cars.com
45: PriceGrabber
43: Barcle
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29. Number Three in Shopping: Amazon and Best Buy
61: Amazon, Best Buy
58: BMW, OpenTable, CNet
54: Zeer.com
48: Frucall.com 51: Newegg
47: Overstock.com
46: Cars.com
45: PriceGrabber
43: Barcle
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30. Number Two in Shopping: eBay
63: eBay
61: Amazon, Best Buy
58: BMW, OpenTable, CNet
54: Zeer.com
48: Frucall.com 51: Newegg
47: Overstock.com
46: Cars.com
45: PriceGrabber
43: Barcle
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31. Number One in Shopping: Edmunds
67: Edmunds
63: eBay
61: Amazon, Best Buy
58: BMW, OpenTable, CNet
54: Zeer.com
48: Frucall.com 51: Newegg
47: Overstock.com
46: Cars.com
45: PriceGrabber
43: Barcle
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32. Agenda
• Why the Anywhere Web
• Scoring Anywhere
• Common Lessons
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33. Common lessons from 32 Web reviews
• Site Builders:
– Less is more.
– Sites need to use Web standards.
– Access keys are important.
– Too few sites consider mobile user goals.
• Vendors:
– Platform vendors should provide better mobile web tools.
– Handset vendors should standardize on full-featured browsers.
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34. Recommendations for Site Builders
• The mobile Web is the next phase of Anywhere.
• Some companies already lead on the mobile Web.
• Consistent scoring can help businesses improve.
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35. Questions and Answers
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36. Thank you!
Carl D. Howe, Director, Anywhere Consumer Research
chowe@yankeegroup.com
617-598-7314
For schedules, please visit our web site:
www.yankeegroup.com
© Copyright 2008. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com