best of the anywhere web webinar
DESCRIPTION
The movement toward Anywhere, Yankee Group's term for the emergence of ubiquitous connectivity, is spurring a change in how consumers access information. With the advent of full-featured Web-browsing phones like Apple's iPhone and the T-Mobile/Google G1, demand for user-friendly, well-designed and effective mobile Web sites is increasing exponentially. This demand is creating both challenges and opportunities for companies to communicate effectively in this evolving medium. Today's Anywhere Web sites are already serving millions of consumers, yet not a single mobile Web site scores a passing grade on Yankee Group's Mobile Web Scorecard, a methodology developed specifically to evaluate how well sites adapt to mobile users, devices and networks to create an Anywhere experience. Results from the Mobile Web Scorecard conclude that the businesses and designers best positioned to succeed will be those who objectively measure their progress rather than guess about which features to change.TRANSCRIPT
© Copyright 2008. Yankee Group Research, Inc. All rights reserved. www.yankeegroup.com
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 [email protected]
For schedules, please visit our web site:www.yankeegroup.com