Jeff Haynie

Transform your Customer Relationships through Mobile

A Lesson from the World's Biggest Brands

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

#1 Mobile Platform in the Industry35,000 mobile applications45 million devices

Global Reach and PartnersRegional and global partners1.6 Million developers worldwide

Largest EcosystemHundreds of 3rd-party ISVsFully integratedUnlimited extensibility

Appcelerator makes mobility possible

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

Traditional Platform Architecture

Next Generation Platform Architecture

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?

✔ ✔

Business Challenge

100 digital properties = digital content complexity

Need to own mobile app strategy in-house

Tactical, one-off, not scalable approach to mobile

Cross-platform mandate: iPhone, iPad, Android Phone, Android Tablet, Google/Apple TV

Case Study: NBC

Business Challenge:

100 digital properties = digital content complexity

Need to own mobile app strategy in-house

Tactical, one-off, not scalable approach to mobile

Cross-platform mandate: iPhone, iPad, Android Phone, Android Tablet, Google/Apple TV

Case Study: NBCSolution Appcelerator Titanium Platform and Titanium+Plus

Common NBC APIs across all OSes/devicesPhoto, blog, news feeds, show schedulesmyNBC social sharing and commentsReusable web services, DART advertising, Omniture analytics

Appcelerator Titanium 97% code reuse across iOS, Android80% cost, time-to-market reductionCentrally managed by NBC.com team

Reusable feeds:Photo, video, blog, news, schedules

Social check-ins

Push notifications (show alerts)

Personalization

Advertising

Analytics

2

3

1

4

5

6

1

2

3

4

5

6

Case Study: NBC

EXPLORE ACCELERATE TRANSFORM

OBJECTIVES Reach Reach, EngagementReach, Engagement,

Loyalty, & Monetization

PROJECT Jay Leno iPhoneJimmy Fallon iPhone &

AndroidNBC iPad, iPhone, Android

FRONTEND Simple / web-likeModerate / custom UI, social,

cameraComplex / 50 fully native

components

BACKEND Simple / availableModerate / module

development (ex: Omniture)Complex / fully integrated across

disparate systems

Mobile Strategy Evolution

Innovate Rapidly

Scale your Mobile Strategy

Control your Destiny

IN SUMMARY

Built for Innovation

Built for Speed

Built for Integration

Appcelerator Platform

The Appcelerator Platform

5,000 Mobile+Cloud Features:

Fully nativeReusableIntegratedCross-Platform

HTML5, Native, Hybrid

Titanium Meetup.com GruppenDEUTSCHLAND

Hamburg – Marcus Ross, GruppenLeiterhttp://www.meetup.com/hamburg-titanium

Berlin – (Position ist noch offen)http://www.meetup.com/berlin-titanium

München – (Position ist noch offen) http://www.meetup.com/muenchen-titanium

http://appcelerator-titanium.meetup.com/

Thank you!Dankeschön

Jeff Haynie@jhaynie

Slides will be posted at http://slideshare.net/jhaynie