Radio to TV, now Web to Apps: Creating Mobile Intelligence

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As the world shifts to mobile, application intelligence has never been more critical. Read More

This blog originally appeared on Wired Insights.

Television was a new form of entertainment in the late 1920’s. Unclear how to optimize this new channel, many of the first television stations treated TV the same as radio. Time proved that TV was a completely different experience and changed the way people consumed media.

I see a similar parallel to web and mobile. In the beginning, many treated mobile just as they did web. But we are about to see a paradigm shift: According to the Accenture Mobility CIO Survey 2013: 73 percent of the top 400 IT executives believe that mobility will impact business as much or more than the web did. In fact, it looks like the web looks is just the beginning of the ‘digital disruption,’ and that’s a good thing.

Research shows that end users spend significantly more time with apps than they do on mobile websites. Even as more businesses develop and push out apps, many are still ironing out their mobile testing and application lifecycle programs. Today, the mobile user experience is the main driver of user engagement and loyalty.

Real Users Means Real Results

Speed and availability are paramount to a great mobile user experience. In order understand your user, you must have more information than just, ‘is my app working?’ You’ve designed an experience for them, created user personas, diagrammed use cases, mapped paths through your application to trigger conversion. So the big question is: Do users behave the way you anticipated, have the experience you designed, and generate the revenue you projected? These are high-value performance metrics. Mobile real-user monitoring can provide the answers.

Knowing What to Ask

Modern mobile real-user monitoring tools provide rich features such as activity timers and data collection APIs to give you powerful insights into mobile users, enabling you to track, time, and analyze virtually any behavioral pattern or transaction worth studying (anonymously, of course). Some examples:

  • Set timers to learn how long a user spends getting from point A to point B — from entering a search term to putting an item in the shopping cart.
  • Learn which buttons they press when, and see the sequence.
  • See when in a transaction the user is most likely to abandon it.
  • Track the dollar value of shopping carts.
  • See which devices and operating systems your most valuable customers use.
  • Quantify and/or time any interaction that matters to the business.
  • Given the demanding nature of mobile users, who are quick to move onto another app or delete an app that doesn’t meet their many expectations for speed, functionality, usability, relevance and more, it’s important to expand the definition of performance to encompass these behavioral and experiential metrics. A robust mobile real-user monitoring solution can deliver these insights, on top of fundamental speed and availability monitoring, as well as crash reporting and analytics.

    The mobile experience is different from the desktop and continues to evolve. It’s a higher bar. The right mobile performance solution can make sure it is reached.

    Interested in trying AppDynamics Mobile RUM? Check out our FREE trial!

    Maneesh Joshi

    Maneesh Joshi

    Maneesh Joshi has over 15 years of experience in the enterprise software space. In his current role as Senior Director of Product Marketing and Strategy at AppDynamics, he is responsible for its global go-to market strategy and product marketing. He started his career as a key member of the team that built Oracle’s Service Oriented Architecture and Business Process Management businesses. Before running product marketing for this group, he managed product planning, architecture, and engineering for Oracle’s integration products. Maneesh holds a B.S. in Engineering from the Indian Institute of Technology, Kharagpur, where he graduated with honors. He also received an M.S. in Engineering from the University of California, Davis, and an M.B.A. from The Wharton School at the University of Pennsylvania.