Más contenido relacionado La actualidad más candente (19) Similar a Rise of The Hyper Connected Shopper (20) Más de eTailing India (20) Rise of The Hyper Connected Shopper1. Rise of The Hyper Connected Shopper
Harish Menon
Head – Web Experience Products, Asia Pacific & Japan
@harishmenon
2. Agenda
• Rise of Hyper Connectivity
• What do Hyper-Connected Shoppers Want?
• …And why do we need to give it to them?
• The Roadblocks..and Solutions
• Who is Akamai?
©2013 AKAMAI | FASTER FORWARDTM
4. Huge upside for online retailers and commerce companies
137Mn Users Online in
2012, 26% YoY Growth
STILL only 11% pop
penetration!!
43%
©2013 AKAMAI | FASTER FORWARDTM
Source: KPCB
6. Mobile Traffic has already Surpassed Desktop in India
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
Source: Mary Meeker, KPCB, Dec. 2012
©2013 AKAMAI | FASTER FORWARDTM
7. Mobile Revenues Keep Growing
“…20 per cent revenue from mobile
phone transactions by 2013-end and 40
per cent in the next two years…"
Mukesh Bansal, Myntra.com
“30%of all orders are now being placed
over mobile phones. This trend has
witnessed a 10 times growth in the last
12 months”
SnapDeal Statement
“India is all set to see a wave of new web
businesses, which will entirely leap frog
to the mobile and not even touch the PC.”
Phanindra Sharma, Co-Founder, RedBus.com
©2013 AKAMAI | FASTER FORWARDTM
Source: InMobi
8. 3 out of 4 internet users in rural
India
access it on a mobile network
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
©2013 AKAMAI | FASTER FORWARDTM
9. But Mobile Doesn’t Exist In A Vacuum
Lines between offline & online shopping experiences are blurring
+
17%
Visit a store and
then purchase
online
51%
Research online and then
visit store to purchase
89%
Use smartphones
while shopping in
stores
©2013 AKAMAI | FASTER FORWARDTM
Source: Ipsos OTX/Google, Nielsen
10. Engaging HyperConnected Shopper Is Key To Success
According to recent survey HyperConnected
shoppers spend 71% more than single channel
consumers
8X
4X
“Shoppers who shop on our website as well
as in our stores spend four times as much;
throw smartphones into the mix and they
spend eight times as much”
Laura Wade-Gery, Executive Director, Multi-channel Ecommerce, Marks & Spencer
1X
1 Channel
2 Channels
3 Channels
©2013 AKAMAI | FASTER FORWARDTM
Source: Guardian.co.uk; Deloitte
11. What Hyper Connected Shoppers Want
Ability to Purchase
or Place an order
Product Information
Store Directions or Operating
Hours
Sites Loading in 3 Seconds
or Less
50%
61%
74%
81%
Source: Google and Sterling Commerce, 2013
©2013 AKAMAI | FASTER FORWARDTM
12. And Why Do We Need To Give It To Them?
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
iPhone
iPad
Abandonment Rate (%)
18
25
20
15
10
16
14
Slower pages =
higher abandonment
12
10
8
6
4
5
0
0
Page Load Time Band (sec)
0-0.5
0.5-1
1-1.5
1.5-2
2-2.5
2.5-3
3-3.5
3.5-4
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
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
2
0-0.5
0.5-1
1-1.5
1.5-2
2-2.5
2.5-3
3-3.5
3.5-4
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
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
Abandonment Rate (%)
30
Page Load Time Band (sec)
©2013 AKAMAI | FASTER FORWARDTM
Source: Gomez UEM
13. Speed Matters: Conversion Rates
POPULATION PERCENTAGE
CONVERSION PERCENTAGE
CONVERSION
RATE VERSUS
LOAD TIME
0−1
1−2
2−3
3−4
4−5
5−6
6−7
7−8
8−9
9−10
10−11
11−12
12−13
13−14
14−15
>15
LOAD TIME (SECONDS)
Page Performance & Site Conversion – Feb 2012
©2013 AKAMAI | FASTER FORWARDTM
14. Performance means business
As response time increases …
Bounce Rates Increase
Conversion Declines
2012 Wal-Mart Performance Case Study:
• For every 1 second of improvement, 2% increase in conversions
• For every 100 ms of improvement incremental revenue grew by up to 1%
• SEO benefits for entry pages and reduced bounces
SF Web Performance Group – February 16, 2012
Slides available at http://min.us/rrmTFI0
©2013 AKAMAI | FASTER FORWARDTM
15. Delivering Fast, Quality Experiences To HyperConnected Shoppers Is Difficult
Devices
Browsers
Networks
Pages
Different Android devices accessing OpenSignal App
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.
7,000+ different types
of mobile devices
access Facebook
every day
Source: OpenSignal; TechCrunch
©2013 AKAMAI | FASTER FORWARDTM
16. Delivering Fast, Quality Experiences To HyperConnected Shoppers Is Difficult
Devices
Browsers
Networks
Pages
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.
2005
• IE had over 80% of the browser market
2012
• No browser has more than 28% share
• 4 browsers have more than 10% share
Source: www.evolutionoftheweb.com/; Netmarketshare & Wikimedia Traffic Analysis Report, Aug 2012
©2013 AKAMAI | FASTER FORWARDTM
17. Delivering Fast, Quality Experiences To HyperConnected Shoppers Is Difficult
Devices
Download (Mbps)
30
Browsers
160
140
25
Networks
20
100
15
80
60
10
Latency (ms)
120
Download (Mbps)
Pages
Latency (ms)
40
5
20
0
0
3G (HSPA)
4G (LTE)
Wifi
Cable
©2013 AKAMAI | FASTER FORWARDTM
18. Delivering Fast, Quality Experiences To HyperConnected Shoppers Is Difficult
Larger pages
Devices
More JS
More 3rd parties
Browsers
Networks
Pages
More images
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.
More CSS
Source: httparchive.org
©2013 AKAMAI | FASTER FORWARDTM
19. Also, keep Security At The Top Of Mind
DDoS attacks by vertical
– 32% travel sites
– 16% retail sites
When your site goes down, what does it cost in
revenue?
18%
33%
44%
50%
Threats to retailers under DDoS attack
– Customer experience impact
– Negative brand impact
– Revenue loss
53%
50%
47%
67%
Travel
IT
Retail
82%
56%
Finance
Telecom
Over $10K Per Hour
Over $100K Per Hour
Source: DDoS Survey: Q1 2012 When Business Go Dark, 2012
©2013 AKAMAI | FASTER FORWARDTM
20. Complexity in Protecting Online Retailers
Attacks have become more sophisticated…
… and easier to carry out
Source: hackmageddon.com/, Neustar Insights DDoS Survey Q1 2013
©2013 AKAMAI | FASTER FORWARDTM
21. Flash Crowds Can Be A Reason For Concern Too
©2013 AKAMAI | FASTER FORWARDTM
22. Many Retailers Fail To Deliver Fast, Quality Experiences
Average Website Response Time Of The Top 20 Retailers
2.1
9.5
9.3
seconds
seconds
seconds
Broadband
Wifi
3G
©2013 AKAMAI | FASTER FORWARDTM
Source: Keynote Commerce Index, Gomez Benchmarks
23. How To Deliver Quality Web & Mobile Experiences
Across All Digital Channels
Identify your end-users’ situation
Which device?
Which browser?
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
Which version?
Which network type?
What latency?
IPv4 or v6?
©2013 AKAMAI | FASTER FORWARDTM
24. Top 5 “Easy Wins” For Response Time Improvement
3rd Party Content
Move javascript to the end of the page, after the core content loads
Load Stylesheets First
As CSS applies the design, content is readable more quickly
Minimize Content Size **
Compression and Minification
Image Optimization
Minimize the number of Requests **
Consolidation of JS and CSS files
CSS Sprites
Cache Aggressively and Granularly
Long Expires on Static objects
Dynamic Page Caching and AJAX
** Critical for Mobile Delivery!!
©2013 AKAMAI | FASTER FORWARDTM
25. How Fast Is My Website?
Major
ISPs
Local
ISPs
Mobile
Carriers
Operational
Real Customers /
Employees
Experiential
Synthetic
Monitoring Backbone
Synthetic
Monitoring - Last
Mile / Mobile
• Clean room environment
• Clean room environment
• Real world
• Over Internet backbone
• Over limited # of wireless
carriers/local ISPs
• All wireless carriers/local ISPs
• Limited # of pages, locations
& browsers/devices
• Limited # of pages, locations
& browsers/devices
Real User
Monitoring (RUM)
• All end-users’ locations, pages
visited & browsers/devices
End User Experience Fidelity
©2013 AKAMAI | FASTER FORWARDTM
26. Akamai — Faster Forward
We remove the complexities of technology so our
customers can capture the opportunity and meet the
demands of the hyperconnected world.
©2013 AKAMAI | FASTER FORWARDTM
28. Optimize Omnichannel Experiences End-To-End
Customer
Infrastructure
First Mile
•
•
•
•
Traffic Offload
Connection Offload
Persistent Connections
Attack Traffic Filtering
Local ISP / Mobile
Network Operator
Akamai Intelligent Platform™
Last Mile
Middle Mile
•
•
•
•
Akamai Routing Protocol
Akamai Communication Protocol
Akamai Compression
Akamai Pre-Fetching
•
•
•
•
Adaptive Image Compression
Above-the-fold Prioritization
JavaScript Rescheduling
Round trip Reductions
©2013 AKAMAI | FASTER FORWARDTM
29. Akamai Kona Security Solutions
Stand-aloneor Augment Existing Infrastructure
DDoS Protection (Network and Application Layers);
Web Application; Direct-to-Origin; and DNS attacks
Network
Firewall
Web
Application
Firewall
Web
Server
(Origin)
Application
or Database
Server
Akamai Web Site Security
Traditional Data Center Security
Massively scalable solution
Coordinated response
Highly differentiated
Proven
Customer
Database
Limited scalability
Self-managed or MSSP
Off the shelf solution
©2013 AKAMAI | FASTER FORWARDTM
30. Any experience. Any device. Anywhere.
Grow revenue opportunities with fast, personalized
web experiences and manage complexity from peak
demand, mobile devices and data collection.
Please visit the Akamai Booth
Q&A with our
Experts
@harishmenon
See the “Internet
Visualization” Demo
Find out why top Ecommerce
Retailers trust us
hmenon@akamai.com
©2013 AKAMAI | FASTER FORWARDTM