TSOC is a society with more than 600 members active in telecom, media and ICT. TSOC facilitates business contacts and knowledge about developments in the market. MeasureWorks was invited to speak about the challenges that a mobile strategy brings for companies. Not only for engaging with their customers, but also to create a sustainable business model. Themes are customer experience, mobile challenges and business requirements.

2. @jeroentjepkema

3. Creating Business Opportunities with
Mobile Customer Experience
TSOC Nederland, 19 Mei 2011

4. Mobile brings HIGH expectations

5. Q: Can users perform transactions in the mobile context?

6. Under time pressure
Q: Can users perform transactions in the mobile context?

7. Under time pressure
While on the move
Q: Can users perform transactions in the mobile context?

8. Under time pressure
Often one handed
While on the move
Q: Can users perform transactions in the mobile context?

9. 60% of all mobile user expect websites to
load as fast as in a regular browser

10. But, 75% of all user experience slow
load times as their #1 issue

11. Followed by 51% who experience a mobile site
which crashed or reveiced an error

12. Imagine this screen...

13. ..From this viewpoint
34% of all users experience difficulty
with viewing content on a mobile screen

14. As a result over 44% of your mobile visitors will
blame the brand first before anything else!

15. Impact on revenue?

16. 40
Page Abandonment
% Increase in
30
20 38%
33%
25%
10
7%
0
2 to 4 seconds 2 to 6 seconds 2 to 8 seconds 2 to 10 seconds
Change in page load time
Forrester research 2010

17. ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"
JK3B"%"I33L?"E"!""#$%&'()%(#
&!"
%#"
,-./01/23/4"5.43"678"
%!"
!"#$%&$'($)*+#)(*,*
$#" !--*./&01(/1*
$!"
Every second delay can lead
up to 7% revenue risked
#"
!"
!" $" %" &" '" #" (" )" *" +" $!" $$" $%" $&" $'" $#"
9.:3";1.0"<=23">./0"6?3@A8"
Source: Gomez real user monitoring

18. ,-./01/23/4"5.43",@B1??"%!!C"D=43?"E"$))C"F=GG=1/"9.:3"H=3I?"
JK3B"%"I33L?"E"!""#$%&'()%(#*(+#,-.&/)#0121%,#
&!"
%#"
,-./01/23/4"5.43"678"
%!" !"#$%&$'($)*+#)(*,*
!--*./&01(/1*
$#"
!"#$%&$'($)*+#)(*,*
234&$(*5#6#/2*
$!"
Every second delay can lead
up to 7% revenue risked
#"
!"
!" $" %" &" '" #" (" )" *" +" $!" $$" $%" $&" $'" $#"
9.:3";1.0"<=23">./0"6?3@A8"
Source: Gomez real user monitoring

19. Keep your customer experience safe!

20. 1: Mobile First...Keep it simple

21. Every site has a business model

23. Organic Search ! Campaigns! Ad Network!
Transactional site
Visitor! Offer ! !"
!"#$%&$'&$()
Upselling!
Reach!
Purchase step 1! !"
Purchase step 2! !"
Mailing, !
alerts,
!" promotions!
Conversion! !"
*+,&$-.-&'&$() Enrolment!
/'0.1()#$),+(&)
!" Negative !" Positive

25. !"
Media site
Enrolment!
Targeted! !"
embedded add!
Add Network!
Visitor!
!"
!"
Advertiser site!
!"#$%&'%"(
)*#$+&(,-(./&"(
!" Negative !" Positive

26. Ingredients for a mobile site

27. Immediancy
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

28. Immediancy Simplicity
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

29. Immediancy Simplicity Context
From: How to maximize Mobile Website & Application ROI, Gomez/Forrester webinar, Dec. 15 2010

31. Login account
Search
Recommendations
Daily deal

32. 2.'&)-#.34))
Organic Search ! Campaigns! Ad Network! 5&6&7),(&0,)
Mobile Transactional site
!"#$%&$'&$()
Visitor! Offer ! !"
Purchase step 1! !"
Reach!
Conversion! !"
Mailing, !
alerts,
!" promotions!
*+,&$-.-&'&$() Enrolment!
/'0.1()#$),+(&)
!" Negative !" Positive

33. 2. Measure, measure, measure....

34. Focus on End User Experience

35. Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
!$-.,/&&
0$GE$1/129!
DEE&&
(/%4/%9! '12/%1/2&
3>&&
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

36. Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129!
DEE&&
datacenter
(/%4/%9!
3>&&
'12/%1/2&
?
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

37. Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129!
DEE&& Is it my
datacenter
(/%4/%9! '12/%1/2&
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

38. Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d
Is it my '12/%1/2&
party
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider?
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

39. Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d Is it a
Is it my '12/%1/2&
party browser or
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider? device?
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

40. Web Application delivery chain
:%;&)"%25<& *$+",&'()& >%$79/%9&"1;& ?1;@A9/%9
&
0,$=;&(/%4.+/9& ;/4.+/9
&
*$";&&
>","1+/%9!
C/-&&
(/%4/%9!
Is it my (IT)
!$-.,/&&
0$GE$1/129! Is it my 3d Is it a
Is it my End User
Measure from the'12/%1/2& party perspective or
browser
DEE&&
datacenter
(/%4/%9!
3>&& ISP?
?
(/%4/%9!
(2$%"B/!
provider? device?
!".1F%"G/!
6/27$%8&
!"#$%& 0$12/12&3/,.4/%5& !$-.,/&&
'()& 6/27$%89& 0"%%./%
&

41. Be ready for Mobile Diversity

42. Should we just go with our website?

43. IE8: 8.76 sec.
Firefox 4: 6.42 sec.
Measured with webpagetest.org

44. IE8: 8.76 sec. iPhone: 17.80 sec.
Firefox 4: 6.42 sec. Android: 14.33 sec.
Measured with webpagetest.org

45. What about all those different devices?

46. Brand iPhone Blackberry Android
Aegon Bank 3.75 7.26 6.98
Rabobank 4.18 3.72 5.23
ABN Amro 5.65 5.95 7.70
ING 6.36 6.61 7.02
Delta LLoyd 7.03 10.20 6.03
SNS 9.52 9.26 9.31
Average 6.07 7.16 7.05
Study conducted by MeasureWorks for Emerce Efinancials, November 2011

47. Brand iPhone Blackberry Android
Aegon Bank 3.75 7.26 6.98
Rabobank 4.18 3.72 5.23
ABN Amro 5.65 5.95 7.70
ING 6.36 6.61 7.02
Delta LLoyd 7.03 10.20 6.03
SNS 9.52 9.26 9.31
Average 6.07 7.16 7.05
Study conducted by MeasureWorks for Emerce Efinancials, November 2011

48. And the Mobile Network?

49. Mobile
Avg. Page
Brand KPN 3G Vodafone 3G T-Mobile 3G Readiness
Size
(W3C)
T-Mobile.nl 9.81s 18.80s 13.39s 562 Kb 0%
KPN.nl 4.16s 7.96s 7.81s 276 Kb 35%
Vodafone.nl 17.45s 25.80s 17.80s 995 Kb 0%
Average 10,47s 17,52s 13,00s 611 Kb 11,67%
Study conducted by MeasureWorks for TSOC, May 2011

50. Mobile
Avg. Page
Brand KPN 3G Vodafone 3G T-Mobile 3G Readiness
Size
(W3C)
T-Mobile 9.81s 18.80s 13.39s 562 Kb 0%
KPN 4.16s 7.96s 7.81s 276 Kb 35%
Vodafone 17.45s 25.80s 17.80s 995 Kb 0%
Average 10,47s 17,52s 13,00s 611 Kb 11,67%
Study conducted by MeasureWorks for TSOC, May 2011

51. 3: Context? Measure and analyse it!

52. Who’s driving?
3: What we need is context!
Context? Measure and analyse it!

53. Why like this?
Who’s driving?
3: What we need is context!
Context? Measure and analyse it!

54. Why like this?
Who’s driving?
Where is he driving to?
3: What we need is context!
Context? Measure and analyse it!

55. It doesn’t end with Web Analytics..

58. And it tells you have much money they’ve spend

59. But...

60. What did
Web Analytics =
they do?

61. What did
Web Analytics =
they do?
Could they
Performance Analytics =
do it?

62. Performance data: Average page load time

63. !"#$%&! '(&)*+&&#
,+-#.+/01/23*4+#5*36784&#

64. Context: Web Performance Analytics

65. Creating business opportunities

66. 1. Create a happy place for your customers

67. Provide value adding customer service

68. Create fun

69. Stimulate community building by
providing branded content

70. Don’t just copy your web content.....
Create a personal mobile experience

71. In return....

72. ....you get analytics data!
When they use it?

73. ....you get analytics data!
Where they use it?

74. ....you get analytics data!
How they use it?

75. 2. Support a Mobile Web Payment model

77. Ease of use: One-Click Payment

78. But, It’s Apple’s Walled Garden
Ease of use: One-Click Payment

79. 30% of profits go to Apple
But, It’s Apple’s Walled Garden
Ease of use: One-Click Payment

80. 30% of profits go to Apple
Opportunity
But, It’s Apple’s Walled Garden
Ease of use: One-Click Payment

81. Mobile native Optimized mobile
Regular website
application website
Shift to Mobile
Web

82. Marktplaats a Mobile Market place
3. Create
Distribution Democracy, provide
and stimulate access to data
From: Deltaplan voor de Kabel,
Henk de Goede, 2002

83. Marktplaats a Mobile Market place
3. Create
Distribution Democracy, provide
and stimulate access to data
From: Deltaplan voor de Kabel,
Henk de Goede, 2002

84. Summary

85. End User
What he wants?

86. Fast
End User
What he wants?

87. Fast
End User
Simple
What he wants?

88. Fast Ubiquitous
End User
Simple
What he wants?

89. Fast Ubiquitous
End User
Relevant to
Simple
context
What he wants?

90. “...Mobile Consumers are willing to
trade in functionality, but are not willing to
give up on comfort...”
Gomez Networks, Mobile Performance Research, 2010

91. Thanks! More questions?
M: jtjepkema@measureworks.nl
T: @jeroentjepkema
W: www.measureworks.nl