8 Steps to Scaling Your Mobile Strategy
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Transcript of 8 Steps to Scaling Your Mobile Strategy
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8 Steps to Scaling Your Mobile Strategy
Scott Schwarzhoff VP, Marketing & Developer Relations
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How can mobile add value to my customer relationships?
How do I build a scalable mobile strategy?
Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that?
Appcelerator enables businesses to transform their customer relationships and empower their mobile workforce through rapid innovation and a scalable mobile platform
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How can mobile add value to my customer relationships?
How do I build a scalable mobile strategy?
Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that?
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How can mobile add value to my customer relationships?
How do I build a scalable mobile strategy?
Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that?
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PaaS SaaS Enterprise Multiple Clouds
Multiple Devices
Multiple Platforms
FRAGMENTATION IN EVERY LAYER
Multiple Skill Sets
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MOBILE MATURITY MODEL
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MOBILE MATURITY MODEL: CUSTOMER EXPERIENCE
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h"p://www.appcelerator.com/partners/case-‐studies/
Case Study: NBC
http://www.appcelerator.com/partners/case-studies/
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Customer Experience Evolution
Jay Leno (iPhone)
Jimmy Fallon (iPhone & Android)
NBC = #1 App! (iPad, iPhone & Android)
Reach Reach, Engagement
Reach, Engagement, Loyalty, & Monetization
OBJECTIVES
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DISCUSSION
What are your top business challenges and how does mobile (RELM) help solve them?
What is the ‘utility’ of your brand?
Business goals for mobile now (Maturity Model)? In 12 months?
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DISCUSSION
Social habits of your target customer?
What new customer groups would you like to reach?
Plans for loyalty programs?
Interest in ‘specialty’ apps targeted at sub-groups?
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MOBILE MATURITY MODEL: PLATFORM DEVELOPMENT
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DISCUSSION
Platform priorities for reaching target segment?
Potential of tablets?
Role of mobile web?
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MOBILE MATURITY MODEL: DEVELOPMENT STAFF
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DISCUSSION
Skillset and bandwidth of internal resources?
Desired timeframe for bringing development in-house?
Desired ‘SLA’ between mobile business owners & those responsible for development & delivery?
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MOBILE MATURITY MODEL: TECHNOLOGY
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DISCUSSION
What data needs to be flowing in and out of the app?
Where does that data live? How is it exposed today?
What ‘components’ need to be consistent across apps?
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ENTERPRISE MOBILE CLOUD PLATFORM
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ENTERPRISE MOBILE CLOUD PLATFORM
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ENTERPRISE MOBILE CLOUD PLATFORM
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MOBILE MATURITY MODEL: WHERE’S YOUR COMPANY TODAY?
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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
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SOLUTION: APPCELERATOR TITANIUM PLATFORM AND TITANIUM+PLUS
Common NBC APIs across all OSes/devices Photo, blog, news feeds, show schedules myNBC social sharing and comments Reusable web services, DART advertising, Omniture analytics
Appcelerator Titanium 97% code reuse across iOS, Android 80% cost, time-to-market reduction Centrally managed by NBC.com team
Case Study: NBC
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NBC’S MOBILE STRATEGY EVOLUTION
Exploration Acceleration Innovation
Objectives Reach Reach, Engagement Reach, Engagement,
Loyalty, & Monetization
Project Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android
Frontend Simple / web-like Moderate / custom UI,
social, camera Complex / 50 fully native components
Backend Simple / available Moderate / module development
(ex: Omniture) Complex / fully integrated across disparate systems
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Innovate Rapidly
Scale to any device
Control your mobile destiny
IN SUMMARY
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• Mobile Strategy Workshops • Mobile App Development Workshops • Developer Training and Certification
• Application Development Services
[email protected] (877) 909-4589
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