socon 12 : where are you in your mobile maturity?
DESCRIPTION
Keynote presentation by Jeff Haynie for the SoCon12 conference in Atlanta, GA at Kennesaw University on February 4, 2012.TRANSCRIPT
Jeff Haynie
Where are you in your mobile maturity?
Jeff Haynie@jhaynie
Founded in 2007
130 Employees
Mountain View,CA HQ, Offices in London, Tokyo
$31.5M - Mayfield, Translink, Storm, Sierra, eBay, RedHat
2011 Magic Quadrant for Mobile Consumer Application Platforms: Visionary
Mobility will change humanity
Mobile was easy in 2007
Still an Apple world in 2008
Winds ofAndroid change
The iPad hit.
So did Android.
December 2010Mobile Out ShipsDesktop
Desktop Mobile
2012Mobile Chaos Reigns
Source: Flurry, comScore, Alexa
Source: IDC
How can mobile add value to my
customer relationships?
How do I build a scalable
mobile strategy?
What are the two keys to unlocking the mobile opportunity?
Presentation
Logic
Data
Yesterday3-tier centralized web architecture
TodayCloud connected app centric model
The Need for a Mobile Strategy
1)Objectives: What are my key needs in mobile?
2)Scope: How many projects will I take on over the next 3 years?
3)Platforms: What devices and OSes do I want to be on?
4)Business Model: How will I monetize my move to mobile?
5)Plan: How do I create a sustainable mobile strategy?
Building Your Mobile Strategy:5 Key Questions
Option A
I need my iPhone app!
Port website to app
Outsource everything
Monthly time horizon
Step 1: Define Objectives
Option B
Grow revenue
Drive down cost
Extend business
Engage mobile customers
Multi month time horizon
Number of projects
Complexity
Step 2: Three-year outlook
Step 3: Platforms
Scope your needs and determine platforms
App Store Sales Advertising
Brand Loyalty + Engagement
In-app Purchase
Freemium/Upsell Coupons + Loyalty
SaaS/Mobile Subscription Offering
Mobile Commerce/Direct Purchase
Step 4: Identify Your Business ModelsGo beyond app sales and advertising for monetization opportunity
Step 5: Build a Mobile StrategyMobile Maturity Model
Exploration Acceleration Innovation
Customer
People
Platforms
Technology
Inform Engage Transact
Outsourced Mix In-House
1 2 All Major Platforms
NativeReusable Modular
Components
Phases of Maturity
Perspectives
Integrated Mobile Platform
Building a Mobile StrategyMobile Maturity Model: 2011 vs. 2010
How can mobile add value to my
customer relationships?
How do I build a scalable
mobile strategy?
What are the two keys to unlocking the mobile opportunity?
✔
How can mobile add value to my
customer relationships?
How do I build a scalable
mobile strategy?
What are the two keys to unlocking the mobile opportunity?
✔ ✔
Thank you!Jeff Haynie@jhaynie