Welcome!

iPhone Authors: Elizabeth White, Liz McMillan, Pat Romanski, Carmen Gonzalez, David H Deans

News Feed Item

99 Out of 100 FTSE Firms Fail Mobile Business Test

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

Mobile homogenisation

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.

SOURCE Incentivated

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
Connected devices and the Internet of Things are getting significant momentum in 2014. In his session at Internet of @ThingsExpo, Jim Hunter, Chief Scientist & Technology Evangelist at Greenwave Systems, will examine three key elements that together will drive mass adoption of the IoT before the end of 2015. The first element is the recent advent of robust open source protocols (like AllJoyn and WebRTC) that facilitate M2M communication. The second is broad availability of flexible, cost-effective storage designed to handle the massive surge in back-end data in a world where timely analytics...
Internet of @ThingsExpo Silicon Valley announced on Thursday its first 12 all-star speakers and sessions for its upcoming event, which will take place November 4-6, 2014, at the Santa Clara Convention Center in California. @ThingsExpo, the first and largest IoT event in the world, debuted at the Javits Center in New York City in June 10-12, 2014 with over 6,000 delegates attending the conference. Among the first 12 announced world class speakers, IBM will present two highly popular IoT sessions, which will take place November 4-6, 2014 at the Santa Clara Convention Center in Santa Clara, Calif...
The Internet of Things (IoT) promises to evolve the way the world does business; however, understanding how to apply it to your company can be a mystery. Most people struggle with understanding the potential business uses or tend to get caught up in the technology, resulting in solutions that fail to meet even minimum business goals. In his session at Internet of @ThingsExpo, Jesse Shiah, CEO / President / Co-Founder of AgilePoint Inc., will show what is needed to leverage the IoT to transform your business. He will discuss opportunities and challenges ahead for the IoT from a market and tec...
SYS-CON Events announced today that TeleStax, the main sponsor of Mobicents, will exhibit at Internet of @ThingsExpo, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. TeleStax provides Open Source Communications software and services that facilitate the shift from legacy SS7 based IN networks to IP based LTE and IMS networks hosted on private (on-premise), hybrid or public clouds. TeleStax products include Restcomm, JSLEE, SMSC Gateway, USSD Gateway, SS7 Resource Adaptors, SIP Servlets, Rich Multimedia Services, Presence Services/RCS, Diame...
From a software development perspective IoT is about programming "things," about connecting them with each other or integrating them with existing applications. In his session at @ThingsExpo, Yakov Fain, co-founder of Farata Systems and SuranceBay, will show you how small IoT-enabled devices from multiple manufacturers can be integrated into the workflow of an enterprise application. This is a practical demo of building a framework and components in HTML/Java/Mobile technologies to serve as a platform that can integrate new devices as they become available on the market.
SYS-CON Events announced today that O'Reilly Media has been named “Media Sponsor” of SYS-CON's 15th International Cloud Expo®, which will take place on November 4–6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. O'Reilly Media spreads the knowledge of innovators through its books, online services, magazines, and conferences. Since 1978, O'Reilly Media has been a chronicler and catalyst of cutting-edge development, homing in on the technology trends that really matter and spurring their adoption by amplifying "faint signals" from the alpha geeks who are creating the future. An...
SYS-CON Events announced today that Aria Systems, the recurring revenue expert, has been named "Bronze Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Aria Systems helps leading businesses connect their customers with the products and services they love. Industry leaders like Pitney Bowes, Experian, AAA NCNU, VMware, HootSuite and many others choose Aria to power their recurring revenue business and deliver exceptional experiences to their customers.
The Transparent Cloud-computing Consortium (abbreviation: T-Cloud Consortium) will conduct research activities into changes in the computing model as a result of collaboration between "device" and "cloud" and the creation of new value and markets through organic data processing High speed and high quality networks, and dramatic improvements in computer processing capabilities, have greatly changed the nature of applications and made the storing and processing of data on the network commonplace.
The Internet of Things (IoT) is going to require a new way of thinking and of developing software for speed, security and innovation. This requires IT leaders to balance business as usual while anticipating for the next market and technology trends. Cloud provides the right IT asset portfolio to help today’s IT leaders manage the old and prepare for the new. Today the cloud conversation is evolving from private and public to hybrid. This session will provide use cases and insights to reinforce the value of the network in helping organizations to maximize their company’s cloud experience.
As a disruptive technology, Web Real-Time Communication (WebRTC), which is an emerging standard of web communications, is redefining how brands and consumers communicate in real time. The on-going narrative around WebRTC has largely been around incorporating video, audio and chat functions to apps. In his session at Internet of @ThingsExpo, Alex Gouaillard, Founder and CTO of Temasys Communications, will look at a fourth element – data channels – and talk about its potential to move WebRTC beyond browsers and into the Internet of Things.
SYS-CON Events announced today that Gigaom Research has been named "Media Sponsor" of SYS-CON's 15th International Cloud Expo®, which will take place on November 4-6, 2014, at the Santa Clara Convention Center in Santa Clara, CA. Ashar Baig, Research Director, Cloud, at Gigaom Research, will also lead a Power Panel on the topic "Choosing the Right Cloud Option." Gigaom Research provides timely, in-depth analysis of emerging technologies for individual and corporate subscribers. Gigaom Research's network of 200+ independent analysts provides new content daily that bridges the gap between break...
We certainly live in interesting technological times. And no more interesting than the current competing IoT standards for connectivity. Various standards bodies, approaches, and ecosystems are vying for mindshare and positioning for a competitive edge. It is clear that when the dust settles, we will have new protocols, evolved protocols, that will change the way we interact with devices and infrastructure. We will also have evolved web protocols, like HTTP/2, that will be changing the very core of our infrastructures. At the same time, we have old approaches made new again like micro-services...
The Industrial Internet revolution is now underway, enabled by connected machines and billions of devices that communicate and collaborate. The massive amounts of Big Data requiring real-time analysis is flooding legacy IT systems and giving way to cloud environments that can handle the unpredictable workloads. Yet many barriers remain until we can fully realize the opportunities and benefits from the convergence of machines and devices with Big Data and the cloud, including interoperability, data security and privacy.
Swiss innovators dizmo Inc. launches its ground-breaking software, which turns any digital surface into an immersive platform. The dizmo platform seamlessly connects digital and physical objects in the home and at the workplace. Dizmo breaks down traditional boundaries between device, operating systems, apps and software, transforming the way users work, play and live. It supports orchestration and collaboration in an unparalleled way enabling any data to instantaneously be accessed on any surface, anywhere and made interactive. Dizmo brings fantasies as seen in Sci-fi movies such as Iro...
Software AG helps organizations transform into Digital Enterprises, so they can differentiate from competitors and better engage customers, partners and employees. Using the Software AG Suite, companies can close the gap between business and IT to create digital systems of differentiation that drive front-line agility. We offer four on-ramps to the Digital Enterprise: alignment through collaborative process analysis; transformation through portfolio management; agility through process automation and integration; and visibility through intelligent business operations and big data.
One of the biggest challenges when developing connected devices is identifying user value and delivering it through successful user experiences. In his session at Internet of @ThingsExpo, Mike Kuniavsky, Principal Scientist, Innovation Services at PARC, will describe an IoT-specific approach to user experience design that combines approaches from interaction design, industrial design and service design to create experiences that go beyond simple connected gadgets to create lasting, multi-device experiences grounded in people’s real needs and desires.
The Internet of Things will greatly expand the opportunities for data collection and new business models driven off of that data. In her session at Internet of @ThingsExpo, Esmeralda Swartz, CMO of MetraTech, will discuss how for this to be effective you not only need to have infrastructure and operational models capable of utilizing this new phenomenon, but increasingly service providers will need to convince a skeptical public to participate. Get ready to show them the money! Speaker Bio: Esmeralda Swartz, CMO of MetraTech, has spent 16 years as a marketing, product management, and busin...
As the Internet of Things unfolds, mobile and wearable devices are blurring the line between physical and digital, integrating ever more closely with our interests, our routines, our daily lives. Contextual computing and smart, sensor-equipped spaces bring the potential to walk through a world that recognizes us and responds accordingly. We become continuous transmitters and receivers of data. In his session at Internet of @ThingsExpo, Andrew Bolwell, Director of Innovation for HP’s Printing and Personal Systems Group, will discuss how key attributes of mobile technology – touch input, senso...
Connected devices are changing the way we go about our everyday life, from wearables to driverless cars, to smart grids and entire industries revolutionizing business opportunities through smart objects, capable of two-way communication. But what happens when objects are given an IP-address, and we rely on that connection, sometimes with our lives? How do we secure those vast data infrastructures and safe-keep the privacy of sensitive information? This session will outline how each and every connected device can uphold a core root of trust via a unique cryptographic signature – a “bir...
Predicted by Gartner to add $1.9 trillion to the global economy by 2020, the Internet of Everything (IoE) is based on the idea that devices, systems and services will connect in simple, transparent ways, enabling seamless interactions among devices across brands and sectors. As this vision unfolds, it is clear that no single company can accomplish the level of interoperability required to support the horizontal aspects of the IoE. The AllSeen Alliance, announced in December 2013, was formed with the goal to advance IoE adoption and innovation in the connected home, healthcare, education, aut...