1. DELIVERING
TRANSFORMATIVE
USER EXPERIENCES, ONE
SCREEN AT A TIME
Go Beyond Caching to Detect,
and Meet Users’ Ever-Changing
Needs for Content
Y O T TAA
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2. Contents
Executive Summary
App Optimization: Falling Short
Context-Aware Application Excellence
It’s All About Context / Yottaa’s ContextIntelligence
Leading Companies Experience Dramatic Results Using Yottaa
Meeting Your Customers’ Goals, And Your Own
page 1
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If you’d like to discuss this paper, or meet with one of our experts to help you
expand upon this topic, please feel free to send an email to info@yottaa.com,
or contact us toll free in the USA at 1-877-767-0154.
International customers can reach us at +1-617-896-7802.
For more details, visit www.yottaa.com

3. 1
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Today’s customers, employees and business partners
want the information they need when they need it, at the
click of a mouse or a swipe of a tablet or smartphone.
And you have only milliseconds to grab their attention
and complete the transaction. Amazon, for example, has
shown that every 100 milliseconds of latency cost them
1% in sales, while Walmart reports conversion rates rise
2% for every second of reduced load time.
But many existing approaches to speeding application
performance fail to deliver the instant response users
demand. That is because they lack awareness of the
all-important context of the user experience. What type
of device are they using? What type of network are they
on? How large is the screen on their device, and how
many application components can they see “above the
fold” without swiping down?
Without this detailed context, application optimization
technologies cannot drive engagement and business
impact. They might speed delivery of the wrong applica-
tion components or data, or even slow response time by
adding client-side code that attempts to identify and
tailor content to the user’s device.
Existing approaches such as CDNs (content delivery
networks) or ADNs (application delivery networks)
cannot deliver the required application experiences
because they see only a static and limited view of the
data exchanged between the host and the receiving
device. Their brute force, “copy and forward” “approach
of speeding the delivery of all content makes it impossi-
ble to prioritize the specific data each user needs at any
given moment and to engage them to drive business
impact.
A lack of clear metrics linking application optimization to
business outcomes also makes it difficult, if not impossi-
ble, for managers to know how much user engagement
or revenue they are missing, much less where to focus
their remediation efforts. Google Analytics, for example,
counts irrelevant traffic (such as from internal develop-
ers and testers, search engine crawlers and automated
test and monitoring tools) Google Analytics Site Speed is
hobbled by low sampling rates, a reliance on means
rather than medians (which overemphasizes the
influence of outliers) and fails to capture data due to
connection timeouts, failed requests and other inconsis-
tencies. It also makes it difficult to isolate performance
over mobile connections, where single samples over
slow networks can have a disproportionate effect on
overall site performance measures.
This white paper will describe the capabilities required
to automatically, intelligently and in real time speed the
flow of the data each user needs at any time to their
specific device. It also briefly explains how each compo-
nent within Yottaa’s cloud-based ContextIntelligence
architecture transforms the user experience to maxi-
mize end user engagement and the business benefits of
your application.
Executive Summary
D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E

4. 2
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The challenge of application optimization has been
around as long as the Internet. As application types and
user demands have evolved, technologists have devised
successive approaches for ensuring users a consistent,
pleasant experience regardless of their location,
network or device type. However, all these optimization
techniques fail to tailor application delivery to assure
customer and user engagement in real-time on any client
platform, be it PC, tablet or smartphone.
Content delivery networks (CDNs) emerged in the mid
1990s and were among the first to use “edge” services to
cache data on a global network of servers for delivery to
local users. These services run on the Points of Presence
(PoP) that are the closest “edge” of the Internet to the
end user.
At the time, CDNs solved a critical problem because
server infrastructure was too expensive to allow organi-
zations to host data and applications close enough to the
user to reduce latency. Today, the wide availability of
inexpensive cloud services makes the provision of such
edge services much easier and less expensive. In fact,
modern cloud services make it possible for customers to
serve as their own CDNs, delivering much of the benefit
of a CDN at far less cost.
However, CDNs rely on a “brute force” approach of
copying and forwarding individual site assets but failing
to take into account which assets are most important to
which specific users. By reducing the distance Web
requests must travel, this can speed loading times, but
only as long as the website is a digital “brochure” filled
with mostly static content and served from a single
source. Today most websites behave more like “mash-up”
applications. By some estimates, the average page on a
dynamic website draws 120 content assets from more
than 40 domains. This can require multiple requests
from the user’s Web browser to the various origin
servers if the requested content hasn’t been cached
because it is unfeasible or not cost-effective to do so. It is
possible to meet a limited number of dynamic requests
by copying application logic to edge servers and instru-
menting the application to leverage this logic.
However, this requires substantial effort to set up and
maintain, and cannot be extended to content distributed
by third parties such as business partners.
Application delivery networks (ADNs) build on the CDN
concept by adding intelligence to understand the role
various components play in Web applications. They use
technologies such as WAN Optimization Controllers
(WOCs) and Application Delivery Controllers (ADCs) to
optimize routing over the Internet to speed response
time. While ADNs provide minor speed and engagement
improvements over CDNs, they do not have any aware-
ness of the nature of the client device they are serving.
They also lack any context to understand the type of
information or application capabilities the user is asking
for, and cannot change the way a page responds based
on the user’s “context” such as their device type, location
or connection speed.
Both CDNs and ADNs focus on accelerating content
delivery. This is a component of, but not as valuable as,
true user engagement. To drive business value and
customer conversion, it is necessary to understand what
content the user wants, on the specific device and
network they are using at this moment, based on their
most recent clicks.
A third, and more recent technique, often used in combi-
nation with CDNs and ADNs, is front-end optimization,
or FEO. FEO moves closer to driving true engagement
by reducing the number of resources the browser needs
to download and process, making the transfer and
rendering of those elements more efficient by reducing
the number of “round trips” to the server required to
render a page. While FEO optimizes specific content in
certain scenarios, it requires frequent, ongoing mainte-
nance as application and user requirements change. It
also cannot dynamically alter the delivery of content or
the order in which it is rendered based on the user’s
location, device type or connection speed. That is
because FEO, like many other current approaches, has
no awareness of the user’s context and cannot tailor
content optimization to each usage scenario (such as a
specific device type) without first coding specifically for
that use case.
D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
Application Optimization: Falling Short

5. 3
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Responsive Web Design (RWD) aims to speed applica-
tion delivery by adapting Web content to each user’s
viewing environment using fluid, proportion-based grids
and flexible images. However, RWD can actually slow
content delivery and rendering when it requires large
amounts of additional JavaScript or loads unneeded
components such as CSS behind unused media queries.
Finally, like the other existing approaches, RWD cannot
determine which content to deliver to the client or repri-
oritize or reorder the presentation of that content once
it’s been delivered.
Your own experience surfing the Web makes it obvious
that major Web players such as Amazon have combined
these and other techniques to successfully drive user
experience and engagement. But companies that can’t
match the R&D budget or global data centers of these
industry giants are left struggling to deliver a quality
user experience to every employee, customer and
business partner.
D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
EARLY 1990’S MID 1990’S EARLY 2000’S TODAY
App
Monitoring
EU Experience
Monitoring
Content Delivery
Networks
Application
Performance
Content Optimization
Networks
EU Experience
Optimization
HISTORY & EVOLUTION OF END USER EXPERIENCE
Y O T TA A

6. Y O T TAA
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Creating a compelling application experience, and meet-
ing your business objectives, requires achieving perfor-
mance, engagement, and impact with your users.
Performance is what the industry has been chasing for
years with approaches such as CDNs, ADNs and FEO.
This refers to the sheer speed with which application
components and data load onto the user’s device. In a
world where mobile users expect sites to load within
seconds, and are quick to abandon poor-performing
sites, speed must be
the foundation of any
application optimiza-
tion strategy.
Engagement
goes beyond load
speed to eliminate
bottlenecks
and errors that keep
the user from being
completely engaged in
the application.
Consider a
product display page
on an ecommerce site
that shows a picture
of the product, its
specifications, its price
and available colors.
The page may also
contain a tab linked to
“product reviews” and
“trust” icons showing
the site complies with
industry security
standards. However,
those two site compo-
nents are not “above
the fold” on the mobile
page – it in fact takes
four complete page
scrolls to reach the trust icons – which means they can
and should be loaded after the data at the top of the
page. Meeting these two needs is increasingly the job of
IT and the CIO. Due to automation and the cloud, IT can
spend more of its time delivering rich digital experiences
to customers on mobile devices and less on managing
internal IT and line of business applications.
This gives the CIO the opportunity, perhaps for the first
time, to change from a “keep the lights on” cost center to
a driver of lasting, tangible competitive advantage.
Delivering both speed and engagement requires identi-
fying and delivering the critical rendering path for an
application – the proper loading of application compo-
nents such as JavaScript or HTML -- to render pages
within one second to keep users engaged. This is all the
more critical because, even on a 4G network, the
network latency
involved in DNS
lookups, TCP connec-
tions, TLS handshakes,
HTTP and server
processing often eats
up half of that
one second window
before any content
starts loading on the
user device.
Companies can make
the most of those
other 500 millisec-
onds by first down-
loading only the
“above the fold”
content (the content
that appears on the
first mobile screen).
They can stream
HTML responses to
the client device
rather than waiting to
render the entire
HTML file, and trans-
fer CSS (Cascading
Style Sheets) data to
the client as quickly as
possible to speed the
“painting” of the page,
and eliminating JavaScript that can delay page render-
ing. Putting associated services such as TLS (Transport
Layer Security) and DNS (Domain Name System) on the
same domain also reduces the number of time consum-
ing “hops” required before the mobile user begins to see
a response on their screen.
22
Context-Aware Application Excellence
4D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
DROP
PAGES THAT WERE...
Seconds slower
Improvement in landing
page speed increased
downloads by:
In revenue
In page views
2
4.3%
15.4%
DROP11%
Seconds slower2.2
Second delay
causes an1
In conversions
DROP7%
Second delay
causes a1
THE PERFORMANCE IMPERATIVE: SPEED + ENGAGEMENT = IMPACT

7. Y O T TAA
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5D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
Around the world and across every industry, mobile
devices have become the primary channel through
which customers, employees and business partners
engage with organizations. By some estimates more
than half of Web searches are already launched from
mobile devices, a percentage that is likely to grow.
Users crave fast response, especially in the on-the-go,
distraction-rich mobile environment. When they unlock
their phones to check for updates (which some do as
many as 150 times per day) users expect an application
to “know” their location, their Web browsing history, and
even (if they are an employee) their most important
clients or most recent service calls.
To grow revenue and maximize employee productivity,
mobile applications must provide the data and functions
each user needs, in the form they need it, as soon as they
need it. They must deliver reliable, fast, secure perfor-
mance over a distributed, cloud-based network regard-
less of each device’s processing power, display size, oper-
ating system, and connection speed.
All that requires optimization solutions that understand
the full context of the user experience and tailor the
delivery of that content to maximize user engagement
and business results. You should also look for monitoring
and measurement features that let you track the impact
on the business of not just speeding content delivery, but
engaging with customers in ways that boost the bottom
line.
It’s All About Context
At the heart of Yottaa’s application optimization capabili-
ties is its ContextIntelligence™ architecture, a rules
engine and machine-learning platform that automates
optimization and drives the actions of InstantON™ and
AppSequencing™ It is implemented through a
cloud-based service that collects information about the
context of site visitors and automatically tunes optimiza-
tion rules in real time to maximize the user experience.
ContextIntelligence allows you to preserve your existing
investments in content, design and usability, transform-
ing them in real time to optimize the end-user experi-
ence without changing infrastructure or code. Backed by
15patents, ContextIntelligence is currently in use at
customers worldwide, speeding time to first byte by as
much as 67% and time to display by as much as 40%,
increasing average session duration by 73% and conver-
sion rates by 20%.
Yottaa’s ContextIntelligence
OPEN ARCHITECTURE WITH FEEDBACK LOOP FOR MACHINE-LEARNING, PERSONALIZED USER EXPERIENCE OPTIMIZATION
PATENTED ContextIntelligenceTM
CLOUD-NATIVE ARCHITECTURE
01 02 03PERFORMANCE ENGAGEMENT IMPACT
InstantOnTM
AppSequencingTM
ImpactAnalyticsTM
ContextNEXUSTM
Engine
ADAPTIVE, CLOUD-NATIVE CDN WITH GLOBAL PRESENCE
MACHINE LEARNING
IMPACT ANALYTICSRULE ENGINE
ContextAgentTM
JS Engine
10:30
ContextNavigatorTM

8. 6D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
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PERFORMANCE
ENGAGEMENT
IMPACT
AUTOMATION
16% Increase in Revenue-per-Visitor
53% Decrease Page Weight
37% Decrease Page Load Times
21% Time-to-Render
PERFORMANCE
ENGAGEMENT
IMPACT
AUTOMATION
+ 35% Time to Display
+ 62% Start Render Time
80% Bandwidth Offloaded
68% Requests Offloaded
With on-boarding times as low as 10 days using the Yottaa cloud service, customers have seen dramatic improvements across
key metrics such as Time to First Byte by 67%, Time to Display by 40%, Average Session Duration by 73% and Conversion
Rate by 20%. Below are two examples of how Yottaa is helping customers to optimize their web and mobile applications:
Leading Companies Experience Dramatic Results Using Yottaa

9. 7D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
Which web apps are most critical to the
business?
Are desktop and mobile channels equally
vital to your success?
What metrics, such as application load time,
and what application components and/or
data should load first to best engage your
users?
Are any of these metrics different on mobile
platforms?
Have you implemented (or tried to imple-
ment) Responsive Website Design (RWD)?
Has it had a positive business impact?
For mobile specifically, has RWD actually
increased page load times?
What areas of the application experience do
you need to fix to increase user conversion,
satisfaction and loyalty?
What optimization technologies and
processes do you have in place now? Where
are they falling short?
How will you ensure your new optimization
technologies are applied correctly and are
working?
How will you measure how well each new
technology worked to guide future invest-
ments?
A successful application optimization solution must help you meet two strategic objectives. One is aimed outward at improv-
ing the experience of your customers, employees and business partners and engaging them to do business with you. The other
is aimed inward at how you implement optimization processes and technologies, and how your investments help meet corpo-
rate objectives. In our experience, successful companies use questions like these to help them evaluate, deploy and enhance
their application optimization solutions.
Meeting Your Customers’ Goals, And Your Own
When planning your customer experience
strategy, questions to ask include:
What corporate goals will application optimiza-
tion help meet?
How can we truly engage with employees,
customers and business partners, rather than just
providing them content a little more quickly?
What departments help meet those goals, and
what are their responsibilities?
What application and application optimization
technologies is each department responsible for?
How does the work of these departments, and the
optimization technology each manages, affect the
work of other departments?
What is your strategy for maintaining enterprise
visibility and inter/intra departmental communi-
cation and workflow throughout the application
optimization process?
How will you measure the effects of your optimi-
zation strategy on user engagement and corpo-
rate goals?
How can application optimization increase securi-
ty by automatically scanning for andredirecting
suspicious requests?
How can application optimization speed app
deployment through DevOps by making it easier
to roll out new features and services?
How will you use these metrics to measure
business impact and guide future investments?
When planning your business technology
strategy, questions to ask include:
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10. 7D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
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8D E L I V E R I N G T R A N S F O R M A T I V E U S E R E X P E R I E N C E S , O N E S C R E E N A T A T I M E
Yottaa’s AppSequencing™ is an industry-first
solution for accelerating personalized and dynamic
web content that drives user engagement. It intelli-
gently breaks web content into smaller fragments,
then re-prioritizes their delivery sequence and
timing to maximize user engagement. Yottaa’s
InstantON™ speeds the delivery of application
content, decoupling the delivery and rendering from
dynamic data requests. InstantON™ instantly deliv-
ers all of the header metadata and cached HTML
with placeholders, then asynchronously adds dynam-
ic elements into the page once the origin server has
returned the dynamic content. This reduces Time to
Start Render, a key metric used to identify a page's
initial user engagement.
ContextIntelligence™ prioritizes and sequences
page content using automated rules, information
about what content users are requesting through our
ContextNavigator™ technology running on host
Web sites, as well as user-supplied configurations.
This maintains the visitor's curiosity and interest,
encouraging ongoing engagement through additional
page views, time on site, and impact through
increased conversions on any device, on any network,
anywhere. Yottaa allows you to configure even the
most detailed content manipulation policies,
automatically maintains the rules and continues to
apply them as your site evolves.
Impact is where you measure the business results of
your optimization efforts to ensure you are focusing
your effort and investment on the areas that provide
the greatest benefit to the business. This requires not
only IT-related metrics such as availability and
response time, but business metrics such as custom-
er retention, average time on site, shopping cart
abandonment and average revenue per visit.
Yottaa's ImpactAnalytics™ technology evaluates
your current quality of delivery, experience and
service and helps set improvement goals and KPIs.
We then measure our impact in terms of perfor-
mance (speed in which content is presented and
users move through the app), engagement (KPIs such
as Bounce and Abandonment rates and time on site,
and business impacts (such as eCommerce Conver-
sion Rate, Goal Completions, and Advertising
Impressions.) Insights from our ImpactAnalytics™
technology provide guidance on maximizing business
impact through simple configuration updates
through our ContextNavigator online portal.
DYNAMIC WEB APPLICATIONS DEMAND A NEW APPROACH
YOTTAA ADAPTIVE CDN
WITH PATENTED EDGE ACTIONS
TRANSFORM / ACCELERATE / AUTOMATE / ANALYZE