|By PR Newswire||
|January 3, 2013 01:13 PM EST||
LONDON, January 3, 2013 /PRNewswire/ --
Research Finds Even the Top Decile of FTSE-100 Mobile Websites are Haphazard
UK Businesses are way Behind Their American Competitors and Losing Out as a Result
Despite the rapid take-up of smartphone and tablet mobile devices, a surge in m-commerce and the introduction of 4G, FTSE-100 companies are not mobile-ready and as a result are wasting millions of pounds on internet advertising by sending consumers to sites that do not work as users expect them to. The fix is easy.
A comprehensive study into UK mobile business performance, by Incentivated, reveals a chasm between consumer behaviour and Britain's top companies. Incentivated employed the kind of rigour that consumers do when voting with their thumbs, and the reason why leading US brands are dominating the digital landscape as it mobilises. UK and Europe no longer lead the way in mobile marketing. The Americans follow the dollars and people are buying through mobile.
Each FTSE-100 company website was analysed and scored for mobile readiness based on three objective criteria as well as two subjective ones: whether a mobile search is automatically detected and directed to a mobile site (or served a meaningful responsive design); whether the page size is small enough to load quickly on a 2.5G or 3G network (i.e. an element of server-side responsiveness or 'RESS' to reduce payload); and whether the site is optimised to work across multiple mobile platforms such as Android, Windows and Blackberry rather than just iPhone alone. (Minor UX issues, like hiding the URL bar to release more space for content, have been ignored in this analysis.)
The subjective criteria included: whether the site contained useful content or was just a blog or similar short-form content such as a list of links to un-optimised desktop content, and whether there was branding in place. Mobile real estate is just as valuable as anything else and some businesses have shown that a small screen-size is no limit to creativity.
The tests revealed (full detail of the research findings available on request):
• 69 of FTSE 100 firms are not optimised for mobile at all
• 22 have had a go but scored badly
• Only eight score moderately well but frankly are inadequate
• Only one (M&S) stood out, scoring four out of five
Yet it's so easy to obtain a score of four or even five out of five. You have to look outside the FTSE-100, to publishers and smaller businesses (e.g. Gatwick Airport) or to American businesses to find scores of four to five. In comparison US brands, a handful of global brands get it all right; businesses such as Amazon, Ebay, Twitter, Remington etc. (That said, businesses like Samsung and Microsoft only score slightly better than average and Apple still refuses to play ball at all, but maybe you don't need to when people are falling over themselves to buy your product.)
Surprising results included ARM (the designer of chips that power most mobile phones) and WPP (world's largest marketing services business); both of which scored poorly.
Examples of failings by type
Category Company Commentary What can you say - a No mobile site Legal & General missed opportunity. This retailer has been left behind by the entire sector and will be missing out on sales. Evidence is clear that Mobile site not accessible from consumers buy through or presented through the sites more than they do www. URL (i.e. difficult through apps (Next has a to find via search) Next good app). In CRH's case the home page is >4mb (could take several minutes to download on 3G and even Page file size too large CRH longer on GPRS). Technical issues prevent content working on most devices, including Technical issues Babcock iPhone. Looks like it was built Poor or no branding ARM ten years ago. Professional services firms rarely practise Poor or no content WPP what they preach. Clicking on most of the content links takes you to the (non mobilised) Veneer of mobilisation Aviva desktop site.
Localisation has not been tested, i.e. we have assumed the user is UK based even though many of these businesses have global reach.
[please email [email protected] for screen shots].
Company focus: J Sainsbury's, BT and M&S
Recognising that it is less essential for corporate sites to be mobilised if their consumer and brand sites are mobile ready, the study examined three 'technically good' FTSE 100 companies in-depth: BT, J Sainsbury's, and Marks & Spencer.
This analysis found that only BT's corporate site is optimised but none of its consumer-facing phone or TV services is available in a mobile format, while its broadband users are dealt with minimally through one Wi-Fi hotspot finder. With price comparison sites mobilising BT has a chance to leave Virgin Media and Sky behind i.e. these comparison sites will direct traffic to a mobilised BT.
Marks & Spencer mobile site is fully optimised, scoring four out of five with the one scoring loss coming from the way the site has had to be built initially - a short-term constraint dictated by a pre-mobile website strategy. The current mobile solution does its best to work around these known issues.
Both J Sainsbury's corporate and consumer sites are optimised for small screen. However, while the latter fulfils all technical criteria, its branding and content are greatly lacking. Most of the desktop site's imagery has been stripped away and sections of the site are not optimised. In any other sector, for UK businesses, this would be considered 'OK' - but UK retailers have woken up to the ROI from mobile commerce and businesses like J Sainsbury and John Lewis have been left behind.
Best and worst mobile companies
The research found that M&S has the best mobile site in the FTSE100, while seven companies jointly hold the title for worst mobile sites (scoring 0/5) including Rolls Royce and International Airlines Group (parent of BA and Iberia).
According to the Standard Industry Codes (SIC) the best performing category is Information and Communication, the worst is a three-way tie between Transportation, Admin and Water Supply, Sewerage, Waste Management and Remediation Activities.
Sector examples of mobilisation in action (not exhaustive*)
Sector Company Commentary No re-direct, slow loading due to large Accommodation & Food Intercontinental file sizes and little Services Hotels content and branding. Almost no branding or content on the site, but technically capable. The energy Energy SSE sector lags others. Desktop site served to mobile devices, slow loading due to large file sizes though to give them credit their Financial Services Barclays app strategy is good. BSkyB are making real efforts to provide mobile access to their customer base, yet this is through apps restricted by access to specific devices that cause as much frustration as delight. Meanwhile they still Arts, Entertainment & serve their desktop Recreation BSkyB site to mobiles Almost no branding or content on the site, but technically Mining & Quarrying Tullow Oil capable. No re-direct, little branding and content but technically capable. New mobile Manufacturing Imperial Tobacco site "coming soon". Slow loading due to large file sizes but Information and good content and Communications Vodafone reasonable branding. No re-direct, little branding and content but technically Pharmaceutical Shire capable. Negligible brand and content (just press releases and share price) - odd given who Professional WPP they are. Negligible brand and content (just new and Property Land Securities telephone numbers). One of the best sites; a few technical improvements required to make it work on more Retail M&S devices etc. Transportation None have n/a
Millions wasted by all British advertisers
In the first half of 2012, £1,527 million was spent on pay per click search advertising in the UK*. Google estimates that 25% of all searches are made from a mobile device, which means that up to £381 million was wasted by UK advertisers, many of which are in the FTSE 100, because they are directing people to mobile websites that do not work effectively, if at all.
*Source: PwC-IAB, October 2012
There is also a mobile branding issue as Incentivated found 70% of companies that have attempted to mobilise use an almost unbranded, homogenised, 'stacked bricks' design. All FTSE companies have invested heavily in their brands in the real world and online, but almost all have ignored mobile. This completely erodes individual brand character or distinctiveness in the mobile environment.
Jonathan Bass, managing director of Incentivated, said: "It's a myth that 2013 will be a tipping point for mobile, British business is woefully unprepared compared with our American cousins. Lots of companies are dipping their toes into mobile, but very few getting properly wet. Too many businesses assume that mobile is an extension of their current online offering. It isn't, it requires a very different approach. They don't know what they don't know and nor do their digital agencies. And don't get me started on SMS; an incredibly powerful tool alongside a mobile site or to support the physical presence, logistics and customer services.
"Mobile is becoming more important than the desktop and the benefits are screamingly obvious. Companies with a mobile-optimised website generate more revenues and customer engagement. They stand-out from their competition right now as well. The lack of investment and inconsistencies among FTSE business should worry all boardrooms."
A final word on apps
Some organisations have adopted an 'app-only-strategy', believing these to be the answer. In our experience, and based upon numerous examples, case studies and the like, an app is never 'the' answer - it is one element of a response. As Steve Jobs has said: "you have to start with customer experience and work backwards to the technology." Creating an iPhone app and working from there ignores the context of the mobile relationship a customer has with a brand - too many fail to appreciate it is their customer that is mobile. A website is the universally accessible default starting point for all of us, rather than being locked out because we didn't choose the 'right' phone to do business with a given brand. Google remains, for now, the place people start browsing.
The research was conducted by Incentivated in November 2012. Full research documents available on request.
About Incentivated Ltd
Incentivated (incentivated.com) is a specialist full-service mobile agency staffed by experts totally focused on building mobile-enabled businesses. For more than a decade Incentivated has developed mobile and m-commerce strategies, built websites, apps, campaigns, SMS and CRM solutions for blue chip businesses, brands and charities.
Today's clients are a mix of high street retailers, utility companies, Government, airports, airlines and car marques that believe m-commerce will be more important than e-commerce. These clients looked to Incentivated's industry insight and proprietary technology to best position themselves to profit from mobile internet across smart phones and tablet devices. Incentivated delivers an end-to-end mobile service from consultancy and creative applications, to campaigns, hosting and data management. Its proprietary mobile content management system, called IRIS, enables Incentivated to build sophisticated mobile platforms and apps, set up and send high volume messages, manage and interrogate data.
Incentivated is writing the rule book for mobile business and helping UK PLC to think 'mobile now & mobile first' not 'mobile tomorrow'.
UK clients include: Airbus, British Airways, British Gas, Gatwick Airport, John Lewis, M&S, John Lewis, Waitrose Mitsubishi, Monsoon, nPower, Scottish Power and Tesco amongst others.
SYS-CON Events announced today that IDenticard will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. IDenticard™ is the security division of Brady Corp (NYSE: BRC), a $1.5 billion manufacturer of identification products. We have small-company values with the strength and stability of a major corporation. IDenticard offers local sales, support and service to our customers across the United States and Canada. Our partner network encompasses some 300 of the world's leading systems integrators and security s...
Apr. 26, 2015 12:00 AM EDT Reads: 5,271
SYS-CON Events announced today the IoT Bootcamp – Jumpstart Your IoT Strategy, being held June 9–10, 2015, in conjunction with 16th Cloud Expo and Internet of @ThingsExpo at the Javits Center in New York City. This is your chance to jumpstart your IoT strategy. Combined with real-world scenarios and use cases, the IoT Bootcamp is not just based on presentations but includes hands-on demos and walkthroughs. We will introduce you to a variety of Do-It-Yourself IoT platforms including Arduino, Raspberry Pi, BeagleBone, Spark and Intel Edison. You will also get an overview of cloud technologies s...
Apr. 25, 2015 07:15 PM EDT Reads: 3,032
“In the past year we've seen a lot of stabilization of WebRTC. You can now use it in production with a far greater degree of certainty. A lot of the real developments in the past year have been in things like the data channel, which will enable a whole new type of application," explained Peter Dunkley, Technical Director at Acision, in this SYS-CON.tv interview at @ThingsExpo, held Nov 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA.
Apr. 25, 2015 04:00 PM EDT Reads: 4,486
The best mobile applications are augmented by dedicated servers, the Internet and Cloud services. Mobile developers should focus on one thing: writing the next socially disruptive viral app. Thanks to the cloud, they can focus on the overall solution, not the underlying plumbing. From iOS to Android and Windows, developers can leverage cloud services to create a common cross-platform backend to persist user settings, app data, broadcast notifications, run jobs, etc. This session provides a high level technical overview of many cloud services available to mobile app developers, includi...
Apr. 25, 2015 04:00 PM EDT Reads: 1,421
SYS-CON Events announced today that Ciqada will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Ciqada™ makes it easy to connect your products to the Internet. By integrating key components - hardware, servers, dashboards, and mobile apps - into an easy-to-use, configurable system, your products can quickly and securely join the internet of things. With remote monitoring, control, and alert messaging capability, you will meet your customers' needs of tomorrow - today! Ciqada. Let your products take flight. For more inform...
Apr. 25, 2015 03:00 PM EDT Reads: 1,930
Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities. Accordingly, attendees at the upcoming 16th Cloud Expo at the Javits Center in New York June 9-11 will find fresh new content in a new track called PaaS | Containers & Microservices Containers are not being considered for the first time by the cloud community, but a current era of re-consideration has pushed them to the top of the cloud agenda. With the launch of Docker's initial release in March of 2013, interest was revved up several notches. Then late last...
Apr. 25, 2015 03:00 PM EDT Reads: 2,886
Health care systems across the globe are under enormous strain, as facilities reach capacity and costs continue to rise. M2M and the Internet of Things have the potential to transform the industry through connected health solutions that can make care more efficient while reducing costs. In fact, Vodafone's annual M2M Barometer Report forecasts M2M applications rising to 57 percent in health care and life sciences by 2016. Lively is one of Vodafone's health care partners, whose solutions enable older adults to live independent lives while staying connected to loved ones. M2M will continue to gr...
Apr. 25, 2015 03:00 PM EDT Reads: 1,531
Dave will share his insights on how Internet of Things for Enterprises are transforming and making more productive and efficient operations and maintenance (O&M) procedures in the cleantech industry and beyond. Speaker Bio: Dave Landa is chief operating officer of Cybozu Corp (kintone US). Based in the San Francisco Bay Area, Dave has been on the forefront of the Cloud revolution driving strategic business development on the executive teams of multiple leading Software as a Services (SaaS) application providers dating back to 2004. Cybozu's kintone.com is a leading global BYOA (Build Your O...
Apr. 25, 2015 02:00 PM EDT Reads: 1,575
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of Cloud and Mobile Strategy at GENBAND, will explore what is needed to take a real time communications ...
Apr. 25, 2015 02:00 PM EDT Reads: 1,797
SYS-CON Media announced today that @WebRTCSummit Blog, the largest WebRTC resource in the world, has been launched. @WebRTCSummit Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @WebRTCSummit Blog can be bookmarked ▸ Here @WebRTCSummit conference site can be bookmarked ▸ Here
Apr. 25, 2015 02:00 PM EDT Reads: 2,510
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applications - creating more engaging experiences for their customers and boosting collaboration and productiv...
Apr. 25, 2015 01:00 PM EDT Reads: 2,747
SYS-CON Events announced today that BroadSoft, the leading global provider of Unified Communications and Collaboration (UCC) services to operators worldwide, has been named “Gold Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. BroadSoft is the leading provider of software and services that enable mobile, fixed-line and cable service providers to offer Unified Communications over their Internet Protocol networks. The Company’s core communications platform enables the delivery of a range of enterprise and consumer calling...
Apr. 25, 2015 12:30 PM EDT Reads: 2,559
What exactly is a cognitive application? In her session at 16th Cloud Expo, Ashley Hathaway, Product Manager at IBM Watson, will look at the services being offered by the IBM Watson Developer Cloud and what that means for developers and Big Data. She'll explore how IBM Watson and its partnerships will continue to grow and help define what it means to be a cognitive service, as well as take a look at the offerings on Bluemix. She will also check out how Watson and the Alchemy API team up to offer disruptive APIs to developers.
Apr. 25, 2015 12:00 PM EDT Reads: 1,861
The IoT Bootcamp is coming to Cloud Expo | @ThingsExpo on June 9-10 at the Javits Center in New York. Instructor. Registration is now available at http://iotbootcamp.sys-con.com/ Instructor Janakiram MSV previously taught the famously successful Multi-Cloud Bootcamp at Cloud Expo | @ThingsExpo in November in Santa Clara. Now he is expanding the focus to Janakiram is the founder and CTO of Get Cloud Ready Consulting, a niche Cloud Migration and Cloud Operations firm that recently got acquired by Aditi Technologies. He is a Microsoft Regional Director for Hyderabad, India, and one of the f...
Apr. 25, 2015 12:00 PM EDT Reads: 1,671
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportunity. Submit your speaking proposal today!
Apr. 25, 2015 12:00 PM EDT Reads: 2,325
So I guess we’ve officially entered a new era of lean and mean. I say this with the announcement of Ubuntu Snappy Core, “designed for lightweight cloud container hosts running Docker and for smart devices,” according to Canonical. “Snappy Ubuntu Core is the smallest Ubuntu available, designed for security and efficiency in devices or on the cloud.” This first version of Snappy Ubuntu Core features secure app containment and Docker 1.6 (1.5 in main release), is available on public clouds, and for ARM and x86 devices on several IoT boards. It’s a Trend! This announcement comes just as...
Apr. 25, 2015 12:00 PM EDT Reads: 1,427
SYS-CON Media announced today that @ThingsExpo Blog launched with 7,788 original stories. @ThingsExpo Blog offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. @ThingsExpo Blog can be bookmarked. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago.
Apr. 25, 2015 11:00 AM EDT Reads: 2,566
The world's leading Cloud event, Cloud Expo has launched Microservices Journal on the SYS-CON.com portal, featuring over 19,000 original articles, news stories, features, and blog entries. DevOps Journal is focused on this critical enterprise IT topic in the world of cloud computing. Microservices Journal offers top articles, news stories, and blog posts from the world's well-known experts and guarantees better exposure for its authors than any other publication. Follow new article posts on Twitter at @MicroservicesE
Apr. 25, 2015 11:00 AM EDT Reads: 2,112
SYS-CON Events announced today that robomq.io will exhibit at SYS-CON's @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. robomq.io is an interoperable and composable platform that connects any device to any application. It helps systems integrators and the solution providers build new and innovative products and service for industries requiring monitoring or intelligence from devices and sensors.
Apr. 25, 2015 11:00 AM EDT Reads: 2,101
Wearable technology was dominant at this year’s International Consumer Electronics Show (CES) , and MWC was no exception to this trend. New versions of favorites, such as the Samsung Gear (three new products were released: the Gear 2, the Gear 2 Neo and the Gear Fit), shared the limelight with new wearables like Pebble Time Steel (the new premium version of the company’s previously released smartwatch) and the LG Watch Urbane. The most dramatic difference at MWC was an emphasis on presenting wearables as fashion accessories and moving away from the original clunky technology associated with t...
Apr. 25, 2015 11:00 AM EDT Reads: 2,112