Companies are beginning to fully grasp the need to measure performance from all perspectives: backbone, last mile, mobile, etc. But this need is often driven by the operational perspective - "We need to know how our application/app is doing from all perspectives".
While this is admirable, and better than not measuring at all, turning this perspective around will provide companies with a whole new perspective. Measure from all perspectives not just because you can, but because your customers demand performance from all perspectives.
The modern company needs to always keep in mind the concept of Customer Anywhere. The desire to visit your site, check a reservation, compare prices, produce coupons can now occur at the customer's whim. Smartphones and mobile broadband have freed customers from the wires for the first time.
If I want to shop poolside, I want your site to be fast over 3G on my Blackberry. I don't care what the excuse is: If it's not fast, it's not revenue.
Knowing how a site performs over the wire, in the browser, around the world made "Web" performance a lot harder. The old ways aren't enough.
How does your "Web" performance strategy work with Customer Anywhere?