6 Best Practices For Successful Mobile Performance Monitoring

Stephen Pierzchala, Senior Consultant, Gomez

The Year of Mobile…

Key Mobile Trends

Mobile Web usage is growing fast US Mobile Internet audience grew 74%

between Feb. ‘07 and Feb. ‘09 Daily US Mobile Web access >2X Jan 08 to 09 AT&T experienced 50x mobile data traffic

increase in past 3 years

Mobile app usage is growing fast Within 1 year Apple reached 1.5 billion App

Store downloads RIM, Nokia, Microsoft and Google app stores

following suit

SMS usage (texting) is growing fast U.S. consumers sent 1 trillion text messages

(SMS) in 2008 almost tripling 2007 traffic of 363 billion text messages

Sources: Mary-Meeker, Morgan Stanley; http://www.nielsen-online.com/emc/0904_report/nielsen-online-global-lanscapefinal1.pdf

Key Mobile Trends

Revenue from mobile is growing fast Shoppers spent $400m this year on

merchandise using eBay’s iPhone application North American mobile commerce sales will

top $750 million in 2009 Mobile advertising is growing at a rapid pace

Smartphones and 3G networks are changing user expectations about quality of mobile Web experiences

Smartphones expected to surge from 139M in 2008 to 295M in 2010

3G network speeds can be six times as fast as 2 and 2.5G predecessors

"The iPhone is a game-changer” - Matt Murphy, Kleiner Perkins

Sources: http://www.mobilemarketer.com/cms/news/commerce/4248.html, http://www.internetretailer.com/article.asp?id=32296

*Among adults who accessed the internet with a mobile phone in the past 12 months (n=1,001) – Gomez Mobile Web Experience Survey conducted by Equation Research

58% of mobile phone users expect websites to load as quickly, almost as quickly or faster on their mobile phone, compared to the computer they use at home*

*Among adults who accessed the internet with a mobile phone in the past 12 months (n=1,001) – Gomez Mobile Web Experience Survey conducted by Equation Research

60% of mobile web users have had a problem in the past year when accessing a website on their phone*

Slow load time was the number one issue, experienced by almost 75% of them*

*Among adults who accessed the internet with a mobile phone in the past 12 months (n=602) – Gomez Mobile Web Experience Survey conducted by Equation Research

Mobile Performance Issues Impact The Bottom Line

Publisher invests heavily in new mobile

application and marketing to drive uptake

Mobile application and supporting infrastructure not optimized and

monitored for performance

Optimized Mobile Performance Drives Adoption

Mobile application suffers drop in page views after initial re-

launch spike, but page views stabilize and

increase once application has been

optimized for performance

Mobile Web Uncontrolled & Unpredictable Limited Visibility From End-User POV

Difficult To Identify & Resolve ProblemsSiloed Mobile & Web Monitoring Solutions

How To Overcome Mobile Performance Challenges?

Mobile Monitoring Best Practice # 1

Bring all stakeholders into the Quality of Experience (QoE) process Enhance collaboration and productivity among functional teams

- e-business/m-business executives can make a stronger case for more infrastructure support where needed

- IT can also help e-business/m-business teams see what effect new functionalities may have on the end-user experience

MajorISP

Local ISP

Mobile Carrier

Internet

Content DeliveryNetworks

3rd Party/Cloud Services

Browsers and devices Users

Storage

Web Servers

App Servers

DB Servers

Mainframe

Load Balancers

Mobile Components

Network

Mobile Monitoring Best Practice # 2

Test across the entire Web application delivery chain

• Network peering problems

• Outages

• Non-optimized mobile content• Bad performance under load• Blocking content delivery• Incorrect geo-targeted content

• Configuration issues• Oversubscribed POP• Poor routing optimization• Low cache hit rate

• Configuration errors

• Mobile component failure

• Application design issues

• Code defects• Insufficient

infrastructure

• Missing content• Poorly

performing JavaScript

• Inconsistent CSS rendering

• Browser/device incompatibility

• Page size too big• Conflicting HTML

tag support• Too many

objects• Content not

optimized for device

• Network resource shortage

• Faulty content transcoding

• SMS routing / latency issues

The Web Application Delivery Chain…user is NOT happy

Systems management tools: a “OK”

Zone of customer expectationTraditional zone of control

Mobile Monitoring Best Practice # 3

Test and monitor from your end-users’ perspective

Quickly & easily provision tests on major national network

operators across North America, Europe and APAC

Optimize mobile websites and

applications across your end-users’

geographies

Mobile Monitoring Best Practice # 3

Optimize mobile websites & applications across your

end-users’ devices

Optimize mobile websites & applications across your end-

users’ networks

Mobile Monitoring Best Practice # 4

Share common experience management technologies, metrics and best practices across your mobile and Web initiatives

SMS

Mobile Applications

Mobile Websites

Maximize operational efficiencies by

leveraging common technology, metrics &

reporting, and best practices & skills

across mobile and Web initiatives

“Traditional” Websites

Mobile Monitoring Best Practice # 5

Test and monitor at a frequency to ensure you can resolve issues before end-users are impacted

Identify performance & availability issues before

customers are impacted with dynamic, real-time alerts

Quickly resolve issues with object level detail & screen capture on error

Mobile Monitoring Best Practice # 6

Establish a baseline for historical analysis and benchmark yourself against the competition

Competitor 1

Competitor 2

Baseline

6 Best Practices For Quality Mobile Web Experiences

1. Bring all stakeholders into the Quality of Experience (QoE) process

2. Test across the entire Web application delivery chain

3. Test and monitor from your end-users’ perspective

4. Share common experience management technologies, metrics and best practices across your mobile and Web initiatives

5. Test and monitor at a frequency to ensure you can resolve issues before end-users are impacted

6. Establish a baseline for historical analysis and benchmark yourself against the competition

If you are interested in finding out more, or signing-up for a two week Active Mobile XF evaluation, please contact your Account Manager or visit Gomez.com

DON’T LEAVE THE MOBILE WEB EXPERIENCE TO CHANCE