Complexity At The Edge How To Maximize The Mobile Opportunity In China Lorenz Jakober Senior Product Marketing Manager, Compuware APM

1. Complexity At The Edge
How To Maximize The Mobile Opportunity
Lorenz Jakober
Senior Product Marketing Manager, Compuware APM

2. Complexity At The Edge Is Increasing
The Application Delivery Chain
Data Center Cloud: Private and Public Users
Customers
+ Local ISPs & Carriers
+ Browsers
+ Mobile Devices
+ Mobile Sites & Applications
+ Third Party Services
Employees

3. Mobile Web & App Usage Is Growing Fast
Mobile vs. Desktop in Asia from Jan 2010 to Jun 2012
Desktop Mobile
100
90
80
% of Internet Traffic
70
60
50 Mobile web traffic in Asia grew from
40 ~2% to ~18% in less than 2.5 years
30
20
10
0
Apple App Store & Google Play combined
surpassed 45 billion app downloads
worldwide in less than 4 years
Source: Statcounter, Google, Apple

4. Business And End-User Expectations Are High
“We want a tablet app that engages customers, and gets five
stars on the App Store, and it’s in your hands how we get there.”
Tracey Weber, managing director, Internet & mobile banking, Citibank
“I don’t even bother downloading
apps with less than 4 stars. ”
Bill S., iPhone and iPad user

5. Users’ Web Performance Expectations Are High – No
Matter What Device/Browser
Percentage Of End-Users Which Expect A Website To Load In 3
Seconds Or Less
100%
90%
80%
70%
60%
50%
89% 83%
40%
30% 59%
20%
10%
Survey date = 2012 Survey date = 2011 Survey date = 2009
0%
Tablet Smartphone PC
Source: Compuware APM; Forrester Research

6. End-Users’ Mobile Web Performance
Expectations Are Often Not Met
59% of mobile web users expect a website to load on their
mobile phone in 3 seconds or less
Gomez Mobile Website USA eCommerce Home Page Benchmark Response Times
16
14 Avg. Response Time Across
Benchmark = 7.67 sec.
Avg. Response Time (sec.)
12
10
8
6
4
2
End-Users’ Expectations
0
Source: 2011 Gomez/Compuware Equation Research Study and Gomez Mobile Benchmarks, May 1 - June 1 2011

7. End-Users’ Mobile Web Performance
Expectations Are Often Not Met
59% of mobile web users expect a website to load on their
mobile phone in 3 seconds or less
Gomez Mobile Website China eCommerce Home Page Benchmark Response Times
25
Avg. Response Time Across
20
Avg. Response Time (sec.)
Benchmark = 12.56 sec.
15
10
5
End-Users’ Expectations
0
Source: 2011 Gomez/Compuware Equation Research Study and Gomez Mobile Benchmarks, May 1 - June 1 2011

8. Mobile Site Performance Impacts Business Results
• If dissatisfied with website performance
– 49.3% of tablet & 40.3% of smartphone users are unlikely to visit the site again
– 33.1% of tablet & 26.8% of smartphone users are less likely to purchase from
that company – across all channels
Abandonment Rate Across 280+ Websites/271 Million Page Views
30
25
Abandonment Rate (%)
20
15
10 Slower pages = higher abandonment iPhone
• Reduces revenue
5 • Increases costs
• Damages brand
0
10-10.5
10.5-11
11-11.5
11.5-12
12-12.5
12.5-13
13-13.5
13.5-14
14-14.5
3.5-4
0-0.5
0.5-1
1-1.5
1.5-2
2-2.5
2.5-3
3-3.5
4-4.5
4.5-5
5-5.5
5.5-6
6-6.5
6.5-7
7-7.5
7.5-8
8-8.5
8.5-9
9-9.5
9.5-10
Page Load Time Band (sec)
Source: Gomez UEM

9. Mobile App Performance Impacts Business Results
47% of mobile users had a problem in the past year when
accessing an app on their phone
“Mobile apps live and die by their rating in an app store…When
the rating suffers, the customer adoption rate suffers.”
Margo Visitacion, VP, Forrester Research

10. Delivering High Quality, Fast Mobile Websites
And Applications Is Difficult
Different Networks Offer Different Browsers Offer
Different Experiences Different Experiences
Cable Wifi 3G Cable Wifi 3G
30 160
140
25
120
20
100
Mbps
15 80
ms
60
10
40
5
20
0 0
Download Upload Latency
Mbps Mbps ms
Source: Gomez Research

11. The Browser/App Is Becoming The Integration Platform
Average umber of hosts accessed by the browser across the
Gomez US Sports Mobile Website Performance Benchmark 12

12. 3rd Party Services Can Cause Significant Web & App
Performance Issues
Facebook issues
contributed to load time
spikes for a number of top
US mobile websites

13. Compuware APM: Driven by End-User Experience
Optimize performance across the entire Application Delivery Chain
PurePath
Application
dynaTrace User Gomez User Experience Gomez Synthetic
Experience Management Management – Mobile Monitoring - Mobile
All Customers 24x7 LoB performance impact Cloud based
Customer diagnostics Sampled real world insight Root-cause analysis

14. What Are Our Real End-Users' Mobile Site And Native
Application Experiences?
Easily identify satisfied, tolerating
and frustrated end-users

15. How Does Our Mobile Site And Application Performance
Impact The Business?
Identify mobile site &
app performance
issues & their impact
on conversions
Correlate the impact of
performance to conversions
for mobile apps and sites

16. Can End-Users Access Our Site/App 24/7?
Easily identify mobile website and
native app availability issues

17. How Do We Identify & Resolve Mobile Site & App
Performance Issues Before They Impact Our Customers?
Identify issues before customers are
impacted with dynamic, real-time alerts Drilldown to diagnose and resolve
issues with object level detail

18. How Do We Identify & Resolve Mobile Site & App
Performance Issues Quickly - Down To The Line Of Code?
Visualize mobile sites and applications
with dynaTrace Transaction Flow
Drill down to the
page action PurePath
and see the server
side interaction

19. Front-End Performance Optimization
Offers A Lot Of Potential
• Front-end improvements often require less time &
resources than back-end projects
• Proven, established best practices exist in the form
of tools such as Google Page Speed
Web Page
Vast majority
of web and
mobile page
load time
Mobile Page spent on the
front-end

20. Optimize Mobile Website Speed With Actionable
Insights And Proven Best Practices
Google Page Speed Integration
With Compuware APM Platform

21. Does Our Mobile Site/App Perform As Expected
During Peak Traffic Conditions?

22. With The Compuware APM Mobile Solution
Ensure mobile web & native Evaluate the impact of real users’ mobile
applications work for all your users site & app experiences on your business
Accelerate identification, diagnosis & Reduce monitoring infrastructure
resolution of performance issues investment with SaaS platform

23. Questions
Compuware Customers Asia
Enjoy Measurable Benefits
• Increased revenue 25%
• Reduced revenue loss by
92% and $737,251 annually
• Reduced home page load
time from 11.3 seconds
to 3.4 seconds
• Saved 50%+ in staff and fees
• Reduced downtime 45% Global
• Improved first-hour problem
resolution rate to 80%
• Improved annual
troubleshooting efficiency by
97%, saving $784,000
• Reduced SAP license costs by
$475,000 per year
For more information visit Compuware.com or contact us at +1 781.778.2700

24. “AccuWeather.com is a leader in weather for mobile web, and we
believe in providing world-class weather experiences for our
users. Working with Gomez, we quickly and proactively identify
issues and maintain optimal response times. By ensuring
consistently strong experiences, we retain more users which in
turn can help us attract more advertising partners."
David Mitchell, Director Digital Media, AccuWeather.com

25. “Compuware Gomez helped us define a unique monitoring
solution for our mobile banking services. As a result, our mobile
Web performance in 2011 achieved an average availability of
99.51 percent with an average response time of 4.497 seconds
and an average response consistency of 3.866 seconds standard
deviation.”
Dean Ilijasic, SVP Innovation, Keybank

26. “Delivering high quality, consistent mobile e-mail performance to
our customers was a core requirement of our development team.
Gomez’s mobile solution validated our infrastructure
investments and ensured that the speed and availability of our
hosted Exchange e-mail was consistently delivered to mobile
users despite oversubscribed wireless networks.”
Joel Smith, Co-Founder and Chief Technology Officer, AppRiver

27. “As we continue our expansion into the US market with our
award-winning mobile flirting service, we need to be very certain
that we deliver a high-quality mobile Web experience to our
online community abroad. Gomez’s mobile monitoring solution
provides valuable visibility, helping us track our mobile Web
performance across multiple US carriers and remotely identifying
and troubleshooting any issues.”
Liz Hansen, Technical Project Manager, Flirtomatic