Mobile Developer Conference 2012 Hamburg, Germany Keynote
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Jeff Haynie Transform your Customer Relationships through Mobile A Lesson from the World's Biggest Brands
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This is a keynote presentation by Jeff Haynie, co-founder and CEO of Appcelerator, at the Mobile Developer Conference 2012 in Hamburg, Germany on February 13, 2012. http://www.mobile-developer-conference.de/
Transcript of Mobile Developer Conference 2012 Hamburg, Germany Keynote
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
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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
