mca 2016 - akamai - michael gooding - how to fail at mobile commerce

How to fail at mobile commerceMichael Gooding

©2016 AKAMAI | FASTER FORWARDTM

If the world were 100 people…

Source: Good Data


Source: Good Data

Nearly the same!!!


How many years to reach 7.2 billion?

35000

30


11,500 babies born80,500 smartphones activated45


Michael Gooding: Performance Specialist1. Trends2. Performance3. Security4. Summary


1. Trends“mobile is taking over the world!”


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)



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



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



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



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



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



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



So what’s the problem?

1. Performance2. Security3. User behaviour



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



1. Research

2. User tracking 40% of transactions travel across device

Other considerations


1. Trendssummary: there is more mobile traffic, but not necessarily success!


2. Performance“a mobile is a mini pc in your pocket”


Performance1. Content 2. Device3. Network



Improve performance of your content

Mobile Web

HTML

CSS

JS

IMAGES

Mobile Apps

API

IMAGES


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


I have a day job, what should I focus on?1. Size2. Quality3. Format



#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


#2 - My Marketing Department insist on 100% quality

Quality: 80Size: 21KB






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


#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+

http://jpegclub.org/jpegtran/

https://developers.google.com/speed/webp/download

https://jxrlib.codeplex.com/

http://www.openjpeg.org/



Improve performance of your content – Cache content

Cache is King

Including API responses!!!



Improve performance of your content – Cache content


Performance1. Content 2. Device 3. Network



All devices are not created equal

24,093 unique devices August 2015



All devices are not created equal

1.0s 2.0s 2.6s

334ms

1003ms

1180ms

222ms

494ms

Decode times

0.7s

103ms


Performance1. Content 2. Device3. Network



Embrace the network

Faster mobile speedsMbps

6.5

2

Average 4G Bandwidth UK Mbps 10

18

2015

2020

2013

2014



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


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



Embrace the network

Mobile SDK to make real-time decisions at the edge based on true network performance


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



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


2. Performancesummary: delivering fast mobile performance can be hard!


3. Security“Don’t make your users feel insecure!”


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



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


Security1. if your site’s down, it can’t make money2. protect all your doors3. protect all your data 4. make users feel secure



Protect all your doors

1. Front door includes• SSL• WAF (XSS/SQLi)

2. Backdoor includes• On premise• DNS• Public APIs



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


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?

?

?



Protect all your doors – Manage not mitigate!


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?



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



1. Online wallets

2. Trust Seals

3. Two factor authentication

Make users feel safe


3. Securitysummary: threats change but your ability to stop them shouldn’t


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