Opening comments at the Mobile Shopping Summit Fall in October 2011, day 2. Describes user expectations of the mobile channel and how they respond to bad experiences on their mobile device.

1. Understanding the
Mobile Commerce Experience
Janet Jaiswal
Sr. Director, Product Marketing
jjaiswal@tealeaf.com
© 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

2. Real-Time
Customer Experience Management
450+ Enterprise Customers:
• 30% of the largest online retailers
• 8 of the 10 largest worldwide banks
• 4 out 5 of the largest travel consolidators
Why?
Online customer relationships are built
one experience at a time
1 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

3. Select Retail Customers
2
2 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

4. eBusiness Growth Drives CEM
Online
Customer Experience
Management
Online Retail
Q1 2011 Y/Y
• Revenue +12%
E-Commerce: Online • Buyers +7%
Web & Mobile Experience
• Transactions
per buyer +9%
Call Center, Personal
Brick & Mortar Relationship
3 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

5. US Mobile Commerce is Expected to Grow
to $31 Billion by 2016
150% growth rate YOY
4 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

6. Mobile Challenges
Many companies lack visibility into the mobile channel
• Why am I getting negative reviews?
• What is working and what is not and why?
• Should I add features or expand to other platforms?
• Why are conversion rates lower on mobile?
5
5 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary.
©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.

7. Users Have High Expectations of Mobile
90%
85%
80%
80%
70%
60%
50% 47%
40%
30%
20%
10%
0%
Experience on the Experience should be Experience should be
phone should be better better than or equal to better than or equal to
than in-store in-store using laptop or desktop
6
6
Source: 2011 Harris Tealeaf Technology, Inc. All of Mobile Transactions for Tealeaf
© 1999 - 2011 Interactive Survey Rights Reserved. Confidential and Proprietary.

8. Poor Experience Matters
63% of users would be less likely to buy
from the same company via other purchase
channels (online, in store) if they encountered
a mobile transaction problem.
84% of users experienced problems when
conducting online transactions on mobile
devices.
Source: 2011 Harris Interactive Survey of Mobile Transactions for Tealeaf
7
7 © 1999 - 2011 Tealeaf Technology, Inc. All Reserved. Confidential and Proprietary.
©1999 - 2011 Tealeaf Technology, Inc. All Rights Rights Reserved. Confidential and Proprietary.

9. 78% of users who
encounter problems
completing mobile
transactions share those
experiences with others
8 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

10. Mobile Commerce Brings New Challenges
“The iPhone app is a joke.”
“I used the mobile site for
awhile, it “@!%$’s so bad.
You’re better off using the
regular Internet form”
› 40% of Mobile Users Share Bad Experiences via Social Media
Harris Interactive Survey 2011
› 60% share via in-person conversations with friends and family
Harris Interactive Survey 2011
› 82% of Online Users report that Social Media comments have
influenced their choice of vendor
9 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

11. Improvement Is Key Focus Area
Online, Mobile, Social, Contact Center, Cross-Channel
10 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

12. Add the Mobile Channel into your Customer
Experience Competency for:
Visibility into user success & failures
• Detect obstacles or issues without relying on user feedback
• Understand your mobile usage across the user base, site and apps
• Identify cause without having to update or re-launch your services
Acceleration of time-to-market
• Stop waiting on user feedback before making improvements
• Rapidly evaluate mobile features – adoption, success & failure points
• Eliminate poor quality to deliver winning mobile services
Making the right mobile investments
• See the actual usage of mobile services rather than the expected
• Quantify business impact to prioritize decisions: fix, invest, remove
11 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

13. Tealeaf CX
Real-Time Customer Experience Management
Contact Voice of the
Mobile Web Customer
Center
Visibility. Insight. Answers.
Real-time Automatic Revenue Experience Customer &
Experience Struggle Impact Replay Revenue
Capture Detection Analysis Recovery
(1) Forrester Consulting
12 © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.

14. © 1999 - 2011 Tealeaf Technology, Inc. All Rights Reserved. Confidential and Proprietary.