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How to Fail at Mobile Commerce

How to Fail at Mobile Commerce

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Michael Gooding

March 06, 2017
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  1. How to fail at mobile commerce Michael Gooding

  2. ©2016 AKAMAI | FASTER FORWARDTM If the world were 100

    people… Source: Good Data
  3. ©2016 AKAMAI | FASTER FORWARDTM Source: Good Data Nearly the

    same!!!
  4. ©2016 AKAMAI | FASTER FORWARDTM How many years to reach

    7.2 billion? 35000 30
  5. ©2016 AKAMAI | FASTER FORWARDTM 11,500 babies born 80,500 smartphones

    activated 45
  6. ©2016 AKAMAI | FASTER FORWARDTM Michael Gooding: Performance Specialist 1.

    Trends 2. Performance 3. Security 4. Summary
  7. ©2016 AKAMAI | FASTER FORWARDTM 1. Trends “mobile is taking

    over the world!”
  8. ©2016 AKAMAI | FASTER FORWARDTM 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 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 2007 2008 2009 2010 2011 2012 2013 2014 2015 PCs iOS & Andriod Estimated install base (bn)
  9. ©2016 AKAMAI | FASTER FORWARDTM 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. And expected to keep growing More mobile users More mobile connections Faster mobile speeds 5.5 4.8 Billion Users 2015 2020 6.5 2 Mbps 11.6 7.9 Billion Users
  10. ©2016 AKAMAI | FASTER FORWARDTM 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. Mobile traffic is on the up 0% 10% 20% 30% 40% 50% 60% 2010 2011 2012 2013 2014 2015 Share of traffic 0% 20% 40% 60% 80% Traditional Tablet Smartphone 2014 2015 US traffic Black Friday 2015 Global traffic numbers
  11. ©2016 AKAMAI | FASTER FORWARDTM 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. And mobile sales are growing 0% 10% 20% 30% 40% 50% 60% 2010 2011 2012 2013 2014 2015 Share of traffic Share of sales 0% 10% 20% 30% 40% 50% France Italy US Germany Spain Netherlands UK 2014 2015 US traffic Black Friday 2015 Share of eCommerce mobile transactions 5% growth
  12. ©2016 AKAMAI | FASTER FORWARDTM 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. And predicted to keep growing $35 $43 $61 $60 $69 $79 $80 $99 $119 $138 $156 $173 $0 $50 $100 $150 $200 $250 $300 2015 2016 2017 2018 2019 2020 Smartphone Tablet US mobile commerce forecast 2015-2020 (bn) • 35% of US eCommerce • Mobile accounts for 33% of traffic • Mobile just 11% of sales
  13. ©2016 AKAMAI | FASTER FORWARDTM 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. 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
  14. ©2016 AKAMAI | FASTER FORWARDTM 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. Summary of the research • Mobile traffic (inc Tablet) ~ 50-60% of visitor traffic • Smartphone traffic ~ 30% of visitor traffic • Mobile sales (inc Tablet) ~ 35% of all sales • Smartphone sales just ~11% of all sales • Conversion for smartphones nearly 3 times lower than desktop
  15. ©2016 AKAMAI | FASTER FORWARDTM 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. So what’s the problem? 1. Performance 2. Security 3. User behaviour
  16. ©2016 AKAMAI | FASTER FORWARDTM 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. Our survey says… 1. Credit card security (30%) 2. Slow load times (27%) 3. Page crashes (25%) 4. Hard navigation (23%) 5. Out-of-date process (19%) 1. Easy navigation (63%) 2. Easy checkout (61%) 3. Site & Payment security (59%) 4. Website speed (55%) 5. Product selection (49%)
  17. ©2016 AKAMAI | FASTER FORWARDTM 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. Our survey says… 54% of German consumers said site security is a top priority when buying online, surpassing performance (52%) German consumers (52%) were the most fearful of security threats on mobile devices 59% of German consumers might not do business with their favourite online store if their systems are compromised
  18. ©2016 AKAMAI | FASTER FORWARDTM 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. Other considerations 1. Product types & time spent “Embrace mobile but recognise the reality of how shoppers buy” 74% 26% Apparel, consumer electronics and media Other 80% 20% Apps Browser 31% 17% 8% 8% 6% 2% 2% 6% 12% 4% 4% Facebook Games Utility Entertainment Android Opera mini Other Safari Productivity News Social Network
  19. ©2016 AKAMAI | FASTER FORWARDTM 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. 2. Research 3. User tracking 40% of transactions travel across device Other considerations
  20. ©2016 AKAMAI | FASTER FORWARDTM 1. Trends summary: there is

    more mobile traffic, but not necessarily success!
  21. ©2016 AKAMAI | FASTER FORWARDTM 2. Performance “a mobile is

    a mini pc in your pocket”
  22. ©2016 AKAMAI | FASTER FORWARDTM Performance 1. Content 2. Device

    3. Network
  23. ©2016 AKAMAI | FASTER FORWARDTM 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. Improve performance of your content Mobile Web HTML CSS JS IMAGES Mobile Apps API IMAGES
  24. ©2016 AKAMAI | FASTER FORWARDTM 4 angles x 3 categories

    (main, zoom, thumbnail) x 4 formats (jpeg, WebP, j2k, jpgXR) X 2 aspect ratio x 3 qualities _____________ 288 images (files) per product * This does not include art direction or HD images Improve performance of your content - Images
  25. ©2016 AKAMAI | FASTER FORWARDTM I have a day job,

    what should I focus on? 1. Size 2. Quality 3. Format
  26. ©2016 AKAMAI | FASTER FORWARDTM 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. #1 - Reduce the size of images to fit mobile 0 100 200 300 400 500 600 700 Size in KB ~500 websites original images v’s resized to fit screen Original Resized Tim Kadlec Why do we need Responsive Images? 72% less image weight
  27. ©2016 AKAMAI | FASTER FORWARDTM #2 - My Marketing Department

    insist on 100% quality Quality: 80 Size: 21KB Quality: 90 Size: 29KB Quality: 70 Size: 18KB Quality: 60 Size: 15KB http://bit.ly/1d67Zpq Quality: 100 Size: 78KB
  28. ©2016 AKAMAI | FASTER FORWARDTM Quality and size combined 0

    50 100 150 200 250 300 350 400 450 10 20 30 40 50 60 70 80 90 100 File size in KB JPEG Quality Rating File size v’s Jpeg Quality Ratings 300x400 450x600 600x800 750x1000 900x1200 Large reduction between 100-90% After 60% limited returns
  29. ©2016 AKAMAI | FASTER FORWARDTM #3 - Use the right

    format Format Size vs JPEG 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+
  30. ©2016 AKAMAI | FASTER FORWARDTM 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. Improve performance of your content – Cache content Cache is King Including API responses!!!
  31. ©2016 AKAMAI | FASTER FORWARDTM 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. Improve performance of your content – Cache content
  32. ©2016 AKAMAI | FASTER FORWARDTM Performance 1. Content 2. Device

    3. Network
  33. ©2016 AKAMAI | FASTER FORWARDTM 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. All devices are not created equal 24,093 unique devices August 2015
  34. ©2016 AKAMAI | FASTER FORWARDTM 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. All devices are not created equal 1.0s 2.0s 2.6s 334ms 1003ms 1180ms 222ms 494ms Decode times 0.7s 103ms
  35. ©2016 AKAMAI | FASTER FORWARDTM Performance 1. Content 2. Device

    3. Network
  36. ©2016 AKAMAI | FASTER FORWARDTM 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. Embrace the network Faster mobile speeds 6.5 2 Mbps Average 4G Bandwidth UK 10 18 Mbps 2015 2020 2013 2014
  37. ©2016 AKAMAI | FASTER FORWARDTM 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. BANDWIDTH LATENCY Embrace the network More bandwidth isn’t a magic bullet for web performance 0 1 2 3 4 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 Page load time against BANDWIDTH Page load time against LATENCY
  38. ©2016 AKAMAI | FASTER FORWARDTM 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 today Akamai future Carrier today What can Akamai do with Cellular Networks? End users Embrace the network
  39. ©2016 AKAMAI | FASTER FORWARDTM 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. Embrace the network Mobile SDK to make real-time decisions at the edge based on true network performance
  40. ©2016 AKAMAI | FASTER FORWARDTM Original Image Quality: 100% Size:

    60KB Network Conditions Average Adapted Image Throughput: High Size: 54KB (90%) Throughput: Med Size: 40KB (67%) Throughput: Low Size: 24KB (40%) Embrace the network
  41. ©2016 AKAMAI | FASTER FORWARDTM 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. Embrace the network IPv6 connections are 15% faster due to removing the network address translation devices from the path
  42. ©2016 AKAMAI | FASTER FORWARDTM 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. Embrace the network Enabling HTTP/2 saw some pages load up to 50% faster
  43. ©2016 AKAMAI | FASTER FORWARDTM 2. Performance summary: delivering fast

    mobile performance can be hard!
  44. ©2016 AKAMAI | FASTER FORWARDTM 3. Security “Don’t make your

    users feel insecure!”
  45. ©2016 AKAMAI | FASTER FORWARDTM Security 1. 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
  46. ©2016 AKAMAI | FASTER FORWARDTM 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. 1. DDoS Attacks are on the rise 2. Extortion If your site is down it can’t make money 2.9 Gbps 4.2 Gbps 9.7 Gbps 7.8 Gbps 13.9 Gbps 6.4 Gbps 6.0 Gbps 7.0 Gbps Q3 2013 Q4 2013 Q1 2014 Q2 2014 Q3 2014 Q4 2014 Q1 2015 Q2 2015
  47. ©2016 AKAMAI | FASTER FORWARDTM Security 1. 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
  48. ©2016 AKAMAI | FASTER FORWARDTM 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. Protect all your doors 1. Front door includes • SSL • WAF (XSS/SQLi) 2. Backdoor includes • On premise • DNS • Public APIs
  49. ©2016 AKAMAI | FASTER FORWARDTM 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. 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
  50. ©2016 AKAMAI | FASTER FORWARDTM 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? ? ?
  51. ©2016 AKAMAI | FASTER FORWARDTM 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. Protect all your doors – Manage not mitigate! ©2015 AKAMAI | FASTER FORWARDTM 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?
  52. ©2016 AKAMAI | FASTER FORWARDTM Security 1. 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
  53. ©2016 AKAMAI | FASTER FORWARDTM 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. “The damaging cyber attack…will lead to a fundamental change in how the company operates” “Net subscriptions fell by about 95,000 because of the attack” “Every leader in every business needs to take it [cybersecurity] seriously… We were underestimating the challenge.” Dido Harding, TalkTalk chief executive, March 2016 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
  54. ©2016 AKAMAI | FASTER FORWARDTM Security 1. 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
  55. ©2016 AKAMAI | FASTER FORWARDTM 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. 1. Online wallets 2. Trust Seals 3. Two factor authentication Make users feel safe
  56. ©2016 AKAMAI | FASTER FORWARDTM 3. Security summary: threats change

    but your ability to stop them shouldn’t
  57. ©2016 AKAMAI | FASTER FORWARDTM Summary 1. The stats tell

    us we are already failing! 2. Users tell us that security and performance are important 3. Sell to people not devices
  58. Questions? @Michael_G_81