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The Best of the Mobile Web

Carl D. Howe, Director, Anywhere Consumer ResearchNovember 2008

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Who is Yankee Group

• The first independent research firm trusted for nearly 40 years

• Focused exclusively on Anywhere

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• A common network• Broadband demand• Wireless ubiquity

These are forming the

Anywhere Network

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Anywhere: The largest technology change of our lifetimes

New kinds of consumers

New kinds of connections

New kinds of devices

New ecosystems

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Today, 23 countries are on the verge of Anywhere

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16 countries will have more than one broadband line per person by 2012, becoming Anywhere Economies

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Today’s Takeaway

The mobile Web is the

next phase of Anywhere

The mobile Web is the

next phase of Anywhere

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Agenda

• Why the Anywhere Web

• Scoring Anywhere

• Common Lessons

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Agenda

• Why the Anywhere Web

• Scoring Anywhere

• Common Lessons

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The Problem with Native Mobile Phone Applications

1,000+different types

of mobile devices

Web Developers

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App Developers Are Scarce

Java and C++

developers

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Enter the Mobile Web

• It is least common denominator technology.• Web skills are plentiful.• Mobile Web browsers have improved.• Mobile bandwidth is ramping up globally.

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First Challenge: Mobile Experiences Are Different

Desktop Mobile

Markup HTML/XHTML, CSS, JavaScript, Flash XHTML, CSS

Screen Size 800x600 to 1920x1080 160x120 to 320x240

Words per Screen 300 to 1,000 30 to 50

Input Modes Mouse, keyboard Numeric pad, trackball, touch

Connectivity Constant Occasionally disconnected

User Attention Complete Partial

User Proximity Sometimes Constant

Appropriate Content In-depth, detailed Distilled, summarized

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Second Challenge: Finding the Mobile Web Address

• mycompany.mobi

• mycom.mobi

• mobile.mycompany.com

• m.mycompany.com

• wap.mycompany.com

• xhtml.mycompany.com

• mycompany.com/mobile

• mycompany.com/wap

• mycompany.com/m

• mycom.com

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Mobile Web Growth Today Parallels the Early Internet

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Agenda

• Why the Anywhere Web

• Scoring Anywhere

• Common Lessons

The Yankee Group Anywhere Web Scorecard

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How We Score Mobile Websites

• 25 objective criteria in 5 groups:– User– Device– Network– Design– Effectiveness

• 0-100 scoring• 70 is a PASS

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Our First Anywhere Web Study

Average: 53

• The study consisted 32 sites in three industries:

– Airlines– Financial services– Shopping

Low: 21

High: 67

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Airlines Struggled to Take Off

46: United44: Orbitz

47: JetBlue51: US Airways

36: Northwest

50: Continental52: Southwest, Air France

51: US Airways

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Number Three in Airlines: Delta

46: United44: Orbitz

47: JetBlue51: US Airways

52: Southwest, Air France50: Continental

36: Northwest

55: Delta

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Number Two in Airlines: British Airways

46: United44: Orbitz

47: JetBlue51: US Airways50: Continental

55: Delta

36: Northwest

52: Southwest, Air France

57: British Airways

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Number One in Airlines: American Airlines

46: United

36: Northwest44: Orbitz

47: JetBlue51: US Airways

55: Delta

50: Continental

57: British Airways65: American Airlines

52: Southwest, Air France

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The Winners: Financial Services

51: E*Trade56: American Express

33: Wachovia (now Wells Fargo)34: Vanguard

55: PayPal

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Number Three in Financial Services: Fidelity Investments

51: E*Trade56: American Express

33: Wachovia (now Wells Fargo)

55: PayPal

34: Vanguard

62: Fidelity Investments

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Number Two in Financial Services: First Interstate Bank and US Bancorp

51: E*Trade56: American Express

33: Wachovia (now Wells Fargo)

55: PayPal

34: Vanguard

62: Fidelity Investments65: First Interstate Bank, US Bancorp

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Number One in Financial Services: Bank of America

51: E*Trade56: American Express

33: Wachovia (now Wells Fargo)

55: PayPal

34: Vanguard

62: Fidelity Investments65: First Interstate Bank, US Bancorp

67: Bank of America

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The Winners: Shopping

54: Zeer.com51: Newegg46: Cars.com

48: Frucall.com

43: Barcle

47: Overstock.com

45: PriceGrabber

58: BMW, OpenTable, CNet

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Number Three in Shopping: Amazon and Best Buy

54: Zeer.com51: Newegg46: Cars.com

48: Frucall.com

43: Barcle

47: Overstock.com

45: PriceGrabber

58: BMW, OpenTable, CNet61: Amazon, Best Buy

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Number Two in Shopping: eBay

54: Zeer.com51: Newegg46: Cars.com

48: Frucall.com

43: Barcle

47: Overstock.com

45: PriceGrabber

58: BMW, OpenTable, CNet61: Amazon, Best Buy

63: eBay

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Number One in Shopping: Edmunds

54: Zeer.com51: Newegg46: Cars.com

48: Frucall.com

43: Barcle

47: Overstock.com

45: PriceGrabber

58: BMW, OpenTable, CNet61: Amazon, Best Buy

63: eBay67: Edmunds

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Agenda

• Why the Anywhere Web

• Scoring Anywhere

• Common Lessons

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Common lessons from 32 Web reviews

• Site Builders:

– Less is more.

– Sites need to use Web standards.

– Access keys are important.

– Too few sites consider mobile user goals.

• Vendors:

– Platform vendors should provide better mobile web tools.

– Handset vendors should standardize on full-featured browsers.

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Recommendations for Site Builders

• The mobile Web is the next phase of Anywhere.

• Some companies already lead on the mobile Web.

• Consistent scoring can help businesses improve.

Questions and Answers

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© Copyright 2008. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com

Thank you!

Carl D. Howe, Director, Anywhere Consumer Researchchowe@yankeegroup.com617-598-7314

For schedules, please visit our web site:www.yankeegroup.com