Optimize Mobile Application Experience to Optimize Revenue and Retention

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OPTIMIZE MOBILE APPLICATION EXPERIENCE TO
OPTIMIZE REVENUE AND RETENTION
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• We are all becoming more reliant on our
  smartphones to give us all the content we want in
  a matter of seconds. With the tap of an icon I
  can give my son the weather forecast, get driving
  directions to a meeting, plan a weekend away with
  a friend, or buy furnishings for my home, with a
  plethora of apps available for my tablet and
  mobile phone.
• Being able to access content and access it
  quickly is a key to providing a good user
  experience. That's critical for businesses, as it
  influences revenue and retention. For me, user
  experience means ease of use, functionality,
  consistency, and performance across all channels
  in which I engage with an organization in a
  brick and mortar store, or using a web site or
  native app. A poor experience at any of these can
  make me turn to a competitor the next time I want
  something. The mobile experience influences
  revenue and retention for all verticals, and
  native apps are increasingly becoming popular for
  this very reason, since they can take full
  advantage of the mobile platform to deliver a
  complete experience.
• While every application is different, there are
  two common areas where poor app performance can
  have significant impact to the brand
• Online purchases for most apps, this is where
  the revenue potential is the greatest. Users
  today typically research and compare catalogs on
  mobile devices, since the information is easily
  accessible. Poor application performance could
  mean a user may never complete a transaction.
  This directly results in lost revenue.
• User engagement on mobile devices, a good user
  experience means user engagement is improved and
  users are retained over a longer period of time.
  This is especially important in the case of
  subscription-based services like streaming video
  and mobile gaming.
• Native mobile apps are a great way to quickly get
  to the information you are looking for as long
  as the wireless signal is strong or there is no
  congestion on the network. The problem is there
  often are delays in the network, and even though
  I know better, I find myself getting frustrated
  with the app I am using, and not the aging
  communication protocol that is the foundation of
  the Internet, TCP.

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Shortcomings of TCP When TCP was first invented,
nobody envisioned that it would be used to
deliver the ginormous amounts of data to millions
of devices on a daily basis. 40 years ago, TCP
was designed for a wired network of 213 computers
called ARPANET today a few more computers than
that are using TCP on a daily basis. And its not
just computers phones, televisions, watches,
cars, thermostats, and many other devices rely on
TCP. As the boundaries of TCP are pushed
challenges related to packet loss and rate
control surface. Congestion on networks occurs
when more data than a network can handle is being
transmitted. TCP's congestion control algorithm
uses packet loss as the indication of network
congestion. When congestion is detected, the
sending rate is reduced. This works well in
congested wired networks, but will end up in a
suboptimum state in volatile wireless networks.
TCP will wrongly sense the congestion level and
unnecessarily reduce the sending rate in response
to the wireless loss caused by wireless condition
changes, such as signal attenuation, fading, and
interference. As a result, TCP tends to
underutilize the wireless network capacity, even
when your coverage is strong or
fair. Introducing Mobile App Acceleration Specif
ically designed for wireless networks, Instart
Logics Mobile App Acceleration solution provides
an over-the-top approach to improving performance
of native applications. With a combination
of forward error correction and adaptive rate
control, Dynamic Packet Recovery (DPR) delivers a
better user experience than TCP over lossy and
bandwidth-limited wireless networks. When the
application is launched, a single API call starts
the Mobile App Acceleration service, intercepting
all HTTP/HTTPS traffic and replacing TCP with
Instart Logics proprietary DPR protocol. Mobile
App Acceleration is integrated into a native
application via an SDK available for iOS and
Android. To learn more about Mobile App
Acceleration download our Reducing User
Abandonment eBook.
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Instart Logic is the worlds first endpoint-aware
application delivery solution that makes websites
and applications fast, secure, and easy to
operate.
Interested in learning more? Preview our image
optimization capabilities in the Playground
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