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