Companies Missing Opportunities as Mobile Internet Traffic Increases
Omniture Survey Uncovers Business Missing Mobile Growth
LONDON and OREM, UT--(Marketwire - September 30, 2008) - The launch
of the iPhone and the take-up of unlimited mobile data tariffs has
seen a marked increase in mobile Internet use. However, Omniture,
Inc. (NASDAQ: OMTR), a leading provider of online business
optimisation software, has found many companies from retailers to
content providers are not taking advantage of the opportunity
presented by this increase.
An industry survey conducted by Omniture in August found 71 per cent
of businesses say they are not measuring mobile traffic to their
sites. Furthermore, 50 per cent of businesses say they do not know
how many unique users landing on their sites originate from a mobile
device. This represents a missed opportunity to optimise and more
effectively monetise this traffic, according to Neil Weston, general
manager EMEA and senior vice president at Omniture.
Recent research suggests that the population of mobile Internet users
is expected to see strong growth during the next five years. "In
particular, mobile browsing adoption will grow from 23 percent in
2007 to 47 percent in 2013, as portal-only activities are
increasingly overtaken by Internet browsing and application use."
(European Mobile Forecast, 2008 - 2013, JupiterResearch, July 30,
2008)
"Customer intelligence is vital in driving revenue but companies
appear to be turning their backs on opportunities to better market to
mobile audiences," says Weston. "This intelligence from mobile
traffic can be used to optimise website content for mobile users and
fine tune mobile marketing efforts. These activities will help to
keep visitors on the site longer, which can help to increase
conversion rates."
Mobile users' site experience may not be smooth if the company
presents content to mobile users in the same way they present it to
PC users. In the mobile world, online sites need to account for
different screen sizes, different audio and video formats, etc.
Businesses need to optimise their content specifically for mobile
devices in order to create the best possible experience. If companies
know which types of mobile devices are accessing their site using
Omniture SiteCatalyst, they can better optimise their content
specifically for those devices.
Omniture recently announced the launch of SiteCatalyst 14.1, with new
mobile analytics capabilities that customers can use to better
optimise their mobile site and their mobile marketing. SiteCatalyst
14.1 provides improved visitor identification to help optimise
content based on a more accurate profile of the mobile audience.
SiteCatalyst 14.1 also allows mobile devices to be matched against an
extensive library of device signatures, to uniquely identify the
device type and its capabilities. Data can be measured from a variety
of mobile devices, which in turn allows marketing campaigns to be
developed for users of specific mobile devices, carriers, or from
specific countries. Omniture SiteCatalyst reports can also be
delivered in a mobile-friendly format to mobile devices.
About Omniture
Omniture, Inc. is a leading provider of online business optimization
software, enabling customers to manage and enhance online, offline
and multi-channel business initiatives. Omniture's software, which it
hosts and delivers to its customers as an on-demand subscription
service and on-premise solution, enables customers to capture, store
and analyze information generated by their Web sites and other
sources and to gain critical business insights into the performance
and efficiency of marketing and sales initiatives and other business
processes. In addition, Omniture offers a range of professional
services that complement its online services, including
implementation, best practices, consulting, customer support and user
training through Omniture University(TM). Omniture's nearly 4,700
customers include ABN Amro, AOL, Center Parcs, eBay, Thomas Cook,
Vodafone Group Services Limited, Waitrose and Yell.com.
www.omniture.com
Copyright (c) 2008 Omniture, Inc. All rights reserved. Omniture and
SiteCatalyst are registered trademarks of Omniture, Inc. in the
United States, Japan, Canada, and the European Community. Omniture,
Inc. owns other registered and unregistered trademarks throughout the
world. Other names used herein may be trademarks of their respective
owners.
Note on Forward-looking Statements
Management believes that certain statements in this release may
constitute "forward-looking statements" within the meaning of Section
21E of the Securities Exchange Act of 1934 and Section 27A of the
Securities Act of 1933, including, but not limited to, statements
regarding the abilities and expected benefits of our services to
customers and strategic partners. These statements are based on
current expectations and assumptions regarding future events and
business performance and involve certain risks and uncertainties that
could cause actual results to differ materially, including but not
limited to, risks associated with our ability to ensure that our
solutions address the specific requirements of our customers, the
continued adoption by customers of our services, including Omniture
SiteCatalyst and other services, the significant capital requirements
of our business model, our ability to develop or acquire new services
and enhance existing service offerings, risks associated with our
acquisition strategy and disruptions in our business and operations
as a result of acquisitions, the continued growth of the market for
on-demand, online business optimization services, changes in the
competitive dynamics of our markets, errors, interruptions or delays
in our services or other performance problems with our services, our
ability to hire, retain and motivate our employees, the adoption of
laws or regulations, or interpretations of existing law, that could
limit our ability to collect and use Internet user information,
expansion of our international operations; and such other risks
described in Omniture's quarterly report on Form 10-Q for the three
months ended June 30, 2008, and from time to time in other reports
filed by Omniture with the U.S. Securities and Exchange Commission.
These reports are available on the Investor Relations section of our
web site at http://www.omtr.com. Omniture undertakes no duty to
update any forward-looking statement to conform the statement to
actual results or changes in the company's expectations.
Omniture Press Contact in the UK
Sarah Douglas or Rufus Jay
Tel: +44 (0) 20.7802.2626
omnitureeurope@lewispr.com
