mobile right now: what a real customer’s mobile experience looks like
DESCRIPTION
The growth of mobile usage is exciting, explosive, and represents a whole new source of traffic and revenue for your business. It is critical to know your customers' mobile experience and to quantify your customers' ability to get to your mobile website or app. Whether its buying on your mobile app or surfing on your mobile website, optimizing for mobile is more critical then ever for your business. Hosted by Yottaa, join Ariel Weil (VP Products at Yottaa), Doug Sillars (Principal Architect, ARO Outreach team at AT&T) and Adrian Mendoza (Co-founder of Marlin Mobile), as they discuss how to create a better mobile user experience by using current optimization best practices in combination with metrics such as network connectivity and signal strength. In a webinar, you’ll get vital guidance on how to improve the performance of your mobile site: Explore real mobile metrics on what the profile of a mobile customer looks like (i.e. network connectivity, signal strength, mobile performance by time of day, and even battery usage). Learn how to leverage this data to better understand current optimization techniques for making your mobile app and website customers have a better mobile experience. Learn about the performance pitfalls of mobile sites Plus you'll learn the value of performance measurement tools like Marlin Mobile, a solution built specifically for mobile sites, and Yottaa, a cloud platform that drives user engagement to increase conversions and revenue. By measuring performance on real devices in the wild, you'll get the details you need to diagnose a slow mobile site and to fix it.TRANSCRIPT
@yottaa @dougsillars @marlinmobile
What A Real Customer’s Mobile Experience Looks LikeMOBILE RIGHT NOWWebinar
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 2
Your Presenters
Ariel WeilVP of Product Marketing & Management, Yottaa@aweil
Adrian MendozaCo-founder, Marlin Mobile@marlinUX
Doug SillarsPrincipal Architect, ARO Outreach team at AT&T@dougsillars
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 3
Agenda
• Delivery Challenges• Mobile is complex• A Customer Experience• Build a Mobile Profile• Location• Device Performance• Network Connectivity• Q&A
@yottaa @dougsillars @marlinmobile 4
End User Pain: Digital Experience Delivery Challenges
OF SMARTPHONE USERS EXPECT PAGES TO LOAD IN
UNDER 4sExpect mobile to be fasterthan desktop85% Will go to
a competitorto transact42% Will never
return tothe site
29%64%
According to Forrester research, Mobile is a part of virtually every online txn
End Users are still frustrated by a sub-par mobile experience
Online and mobile end user experience challenges impact conversions and revenue
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 5
There are a few solutions claiming to solve this problem
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 6www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
What is a Digital Experience anyway?
One thing is consistent…
Site responsiveness is key to maximizing user experience across form factors
The end user experience with a digital brand or product
@yottaa @dougsillars @marlinmobile 7
The problems are the similar for desktop and mobile applications
…but despite the rapid pace of innovation, the current state of mobile technology creates very
different problems.
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 8www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
Lets be honest, Mobile is complex…Every part of your mobile experience is in motion
Your Mobile Experience
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 9
and its growing.
.7 Billion
@yottaa @dougsillars @marlinmobile
Getting Customer Usage
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Who are Engaged Customers?
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
Buy MORE!
More likely to buy!
@yottaa @dougsillars @marlinmobile
How to Get Customers Engaged?
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
48% customers abandon if dissatisfied with the performance of a mobile app
@yottaa @dougsillars @marlinmobile
Customer Expectations - Loading
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
Customer Expectations - Apps
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 15
Building a mobile profile
Locatio
n Devic
es
Netw
ork
C
on
necti
vity
Ap
ps
Your Customerof
@yottaa @dougsillars @marlinmobile
What You Can’t ControlLocation, Location, Location,
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 17
Speeds by Location
Top 5 Fastest Mobile locations
• Monticello, Kentucky - AT&T Mobility• Ceres, California - AT&T Mobility• Katy, Texas - T-Mobile• Sachse, Texas - T-Mobile• Livermore, California - T-Mobile
Why is Kentucky or California fast? Locations are now tied to a carriers load in that area as well as
infrastructure.
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 18
Mobile devices are more then just phonesPhones & Tablets
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 19
Devices by Screen Size
5 Most Common Phone screen sizes
• 480 x 800• 320 x 480• 540 x 960• 580 x 854• 240 x 320
5 Most Common Tablet screen sizes
• 720 x 1280• 1080 x 1920• 720 x 1184• 800 x 1280• 1080 x 1776
The iPhone 4s (640 x 960) and 5 (640 x
1136) ranked 13th & 14th
The iPad (768 x 1024) ranked 6th, while iPad retina tablets (1536 x
2048) ranked 5th
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 20
Devices by Performance
Top 5 Fastest Android Devices
• LG Optimus G• Acer Iconia• Google Nexus 10• Samsung Galaxy S III• Sony Ericsson Xperia
Mini Pro
Top 5 fastest iOS Devices
• iPhone 5• iPad 3• iPad mini• iPhone 4• iPhone 4s
@yottaa @dougsillars @marlinmobile
Responsive Web Design
• One URL/One codebase• Media Queries allow code to adapt for different screen sizes.• Code tells browser how to build page based on screen width.• UI is improved on all devices. Next Step focus on serving UI by
different devices.
Desktop Tablet Phone
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 22www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
Optimizing the mobile web3 Tips you can use now!
@yottaa @dougsillars @marlinmobile 23
Tip 1: Mobile Redirects are problems
The user is redirected through 3 URLs for the first 4 seconds
…so that after 10 seconds the browser still doesn’t have enough data to paint a screen for the user
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 24
Tip 2: Re-ordering page components
Site analytics are loading before content...so the business will clearly see bounce and abandon metrics.
This causes first paint to be delayed to > 15 seconds.
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 25
Tip 3: Resource dependencies further delay page load
Previously loaded tags are dependent upon other elements including CSS to fully load
This causes visually complete to be delayed to > 25 seconds.
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 26
So what about Mobile networks?What speed are your users on
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 27
Network connectivity in the US
@yottaa @dougsillars @marlinmobile
2.5G: 3G: 4G:
GPRS EDGE
Network Conditions Vary
Throughput 100-400 Kbit/S 0.5 – 5Mbit/s 1-50 Mbit/s
Last Mile Latency:
300-1000ms 100-500 ms <100ms
UMTS HSPA+ LTE
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 29
Visualizing the difference
Cable
LTE
3G
2 seconds
2 seconds
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
26 seconds?!
@yottaa @dougsillars @marlinmobile
International Networks• American developers work in a bubble of the
fastest networks & cutting-edge handsets
30www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Next Billion People Going Online
• Few PCs/landline. Mostly mobile.• Slow networks– Old technology– Low bandwidth– High congestion
• Small data plans - can get used up quickly• Power issues
– Radio hogging = battery drain– HUGE if you can only charge phone 1x a week
31www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 32
Network connectivity in the world
@yottaa @dougsillars @marlinmobile
Should I Bother with 2G Users?
Success in developing world a primary factor
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Network Conditions Vary
GPRS EDGE UMTS HSPA+ LTE
Is your app ready able to adapt and change based on the network conditions?
Your App needs to be Flexibly Network Awarewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Flexibly Network Aware Apps
• Application is aware of network conditions and displays/modifies content flexibly– Consider:• Bandwidth• Latency• Roaming
• Like RWD, app changes display/request characteristics in a flexible manner
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Problem Summary: Build a profile of your unique customers
Gather mobile centric data– Use Analytics (flurry, crashlytics, google analytics)
Create a mobile profile– Are they on 3G or 4G?– Do they have good or bad connectivity? (latency)– Where are they located?– What devices are they one? (tablets, phones)
Use this as a starting point to optimize your apps and websites
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Problem Summary: Build Flexibly Network Aware Apps
Apps that respond to network conditions For Slow networks– Deliver content appropriately– Shrink image sizes– Reduce video quality
• Defer video?
In high latency– Prefetch more content (to eliminate future lags)
Roaming– Data is likely high cost: consider reducing content
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 38
Promise: deliver a responsive mobile experience without additional infrastructure
Realities:– Context is key: Desktop cannot simply be
repurposed for mobile– Order is important: Organize page elements for
immediate engagement– Know the critical rendering path: Optimize order
of elements to eliminate experience gaps
Problem Summary: Context and load order are critical
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
AT&T Offers Mobile App Optimization Tools
AT&T Network Attenuator– Free tool with signed SDK agreement– Test various Network Conditions– http://Developer.att.com/Attenuator
AT&T ARO– Free Open Source– Test Network Performancehttp://Developer.att.com/ARO
Questions? Contact– [email protected] @dougsillars
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile 40
Yottaa Optimizes End User Experiences
Web server
PERFORMANCE
InstantONTM AppSequencingTM
ENGAGEMENT
ImpactAnalyticsTM
INSIGHT
Context Intelligence Architecture
Impact AnalyticsMachine Learning
Rule Engine
Global Elastic Network: 70+ POPs, Auto-Scale, Secure
Real time, automated optimizations drive online and mobile engagement
Dramatically improve performance and engagement to drive business impact
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
@yottaa @dougsillars @marlinmobile
Marlin Mobile Offers a Free Mobile App SDK
Easy to install (iOS & Android)– Capture and View • Signals strength• Data technology (3G,4G)• Location• Apps running and installed• Battery state and level
Sign up for our free SDK (BETA)
www.marlinmetrics.com/sdk
www.yottaa.com | developer.att.com/ARO | www.marlinmobile.com
Use it to create a mobile profile for your mobile app users and customers
@yottaa @dougsillars @marlinmobilewww.yottaa.com | developer.att.com/ARO | www.marlinmobile.com 42
Thank You