Your SlideShare is downloading. ×
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
4 steps to creating a mobile development strategy - White Paper - Appcelerator
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

4 steps to creating a mobile development strategy - White Paper - Appcelerator

564

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
564
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
20
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY4 Steps toCreating a MobileDevelopment StrategyHow many times have you wondered …"What did I ever do before the web?"Soon you’ll be asking the same thing about mobile.At Appcelerator, we help the world’sbiggest and best brands create and executemobile strategies on our Titanium platform.appcelerator.com
  • 2. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY Table of ContentsThe Mobile OpportunityBigger, Faster, Better than the Web...........................................................................................3A Model From the WebExploration, Acceleration, Innovation........................................................................................4Step 1Decide how you want to interact with your mobile customer............................................5Step 2Prioritize your platform development........................................................................................7Step 3Evaluate your development resources......................................................................................8Step 4Choose a scalable development technology...........................................................................9© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 2
  • 3. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY The Mobile Opportunity Bigger, Faster, Better than the WebThe web revolution created the next generation Companies now have a window of opportunityof giants — companies like Google, Amazon, to think about how mobile can transform theirand eBay went from nothing to multi-billion business as radically as the web did. By makingdollar market caps in less than a decade. Today, mobile a part of their overall digital strategy,mobile is helping fuel a new generation of companies can transform their relationshipsgiants — companies like Facebook, Groupon, with their customers in even greater ways thanand Zynga have reached multi-billion dollar they did with the web.valuations in half the time of their predecessors… and all without an IPO.The mobile revolution will be like its web MOBILEpredecessor with two important exceptions: • Mobile will be more transformative than the web … because mobile devices are always with your customer. • Mobile is going to evolve at a much faster pace … because we’ve learned a lot from the web. In fact, mobile shipments outpaced desktop/laptop shipments last year. The race is on. WEBThe initial effects of this mobile revolution arealready being felt. The iPad single-handedlykilled the netbook market. Apple’s massivesuccess with the iPhone and iPad has presenteda significant threat to established mobile giantslike RIM, Nokia, Microsoft, and Motorola.Companies are now allowing employees tobring their own devices into the workplace —a concept that would have been unheard of justa year ago — and new mobile-based venturesare receiving staggering amounts of moneyfrom Silicon Valley venture capital firms.© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 3
  • 4. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY A Model From the Web Exploration, Acceleration, InnovationRemember the first generation of websites? Remember the first time you checked your bankThey were basically informational sites that balance online? Or went to the web for drivingput the company’s brochureware on the web. directions? This was the acceleration phase.Companies took what they already had —sales collateral — and hired a consultant who The next natural step was to use the webknew HTML to create web pages that could be to transform their relationship with theiraccessed by anyone who had a computer. This customers. Now a store could not only providewas the exploration phase. an interactive store locator, but now they could put their catalogs online and let customersOnce companies figured out how to make buy their products over the web. This was theinformation accessible on the web, they then innovation phase.wanted to interact with their customers. WEB MATURITY MODEL Exploration Acceleration Innovation Customer Inform Engage Transform Experience (brochureware) (interacive) (commerce, cloud services) Development Outsourced Mix In-House Staff Technology Web servers App servers EAI-type productsHow does a company create a mobilestrategy that will get them into themobile market quickly, and providea scalable plan for the future?© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 4
  • 5. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY 1 Decide how you want to interact with your mobile customerMobile apps are following the same maturity opportunities, and the underlying businesspath as the web. Simple brochureware apps models. Applications can now make use ofthat inform or entertain soon become engaging cloud services like Twitter, advertising, andapps that make use of location, social, and in-app purchasing. At this stage, apps arecloud services. combining mobile features with cloud services to transform their relationship with theirAs the customer experience evolves, so customers.do application sophistication, customerexpectations, business transformation Choose the right type of Exploration Acceleration Innovationapp to achieve your goals Customer Inform Engage Transform Experience (brochureware) (social, video...etc.) (commerce, cloud services)How does mobile enhance your customer relationship?What digital assets do you have available to deliver over mobile (information, data, web apps)?What use cases make the most sense for your customer (mobile apps have been said to eithersave time or waste time)?© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 5
  • 6. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY Mobile Innovation at eBayeBay is using mobile to increase productivity The most popular feature has been aof its 16,000+ employees. The company used conference room scheduler, which allowsAppcelerator Titanium to develop a corporate employees to locate, schedule, and getinformation app for the iPhone. In a few taps, directions throughout the company’s eightemployees can now access the company building campus.directory, campus map, calendar and stockfeed, as well as corporate news, videos andmessages from eBay’s chief executive, JohnDonahoe. “The goal of ourUsers can customize the app with a "Quick List" mobile app is tothat pulls together practical information suchas contact numbers for security and passwords increase employeefor guests who want to log on to the company’sWi-Fi network. productivity.” Steve Yankovich eBay’s vice president of mobile© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 6
  • 7. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY 2 Prioritize your platform developmentMobile brings with it an additional complexity For example, broadcast companies andthat the web did not have — developing for publishers may opt for an iPad or Android tabletmultiple platforms. There was one major vendor implementation next because the larger screenin the web world, Microsoft. Today there are lends itself a better user experience. On themultiple OSes and multiple device types, each other hand, retailers may decide to expand towith their own native capabilities. Android phones in order to engage the largest number of customers before, during, and afterAn iPhone app has become the “must have” they transact. Enterprise apps may want to tapentry point for mobile applications. But the into business users and expand to Blackberry. Inquestion is — where to go next? It depends on the third innovation phase, a business is thinkinghow you want to engage your customer. about possibilities across all major platforms and devices. Reach your customers Exploration Acceleration Innovation wherever they are with Customer Transform Inform Engage native apps Experience (brochureware) (social, video...etc.) (commerce, cloud services) and on the mobile web. Platforms (iOS, Android, Blackberry, 1 2 All Major Devices mobile web)Which form factors work best for your customer interaction (phone vs. tablet)?What platforms are best suited for your customers (iPhone for the best user experience,Blackberry for business users, Android for most open ecosystem)?What is your device roll-out plan (iPhone first, then Android for expanded phone-to-phone reach,or tablet for a better user experience)?© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 7
  • 8. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY 3 Evaluate your development resourcesJust as early web pioneers had to go outside There is a better alternative: use your own in-their company to hire HTML programmers, house web developers to create your mobilemany companies outsource their initial iPhone apps. They have a wealth of institutionalapp development to third party Objective-C knowledge about your company, your products,developers. Outsourcing that project has time- and your customers. Put that expertise to useto-market advantages, but as you look to scale executing your mobile strategy.to other devices with multiple apps, this modelbecomes problematic. Does this require you to retain your developers on Objective-C or Java? Not at all. By usingOutsourcing Objective-C and Java a JavaScript-based mobile developmentprogramming is expensive. And, depending on platform like Appcelerator Titanium, you canhow many devices you’re supporting, you could create native mobile apps using your JavaScripthave multiple development teams all developing programmers. Your mobile strategy nowthe same app for different devices (iPhone, iPad, becomes part of your overall digital strategy,Android phone, Android tablet, etc.). In addition and leverages your existing talent and webto the cost, you’re losing control over what is a technology investments.key part of your digital strategy — mobile. Utilize your internal Exploration Acceleration Innovationdevelopment team Customer Inform Engage Transform Experience (brochureware) (social, video...etc.) (commerce, cloud services) Platforms (iOS, Android, Blackberry, 1 2 All Major Devices mobile web) Development Outsourced Mixed In-House StaffWhat is the skillset of your internal development team (Objective-C, Java, JavaScript, etc.)?How do those skills map to your device development priorities established in the previous section?How will you fill the gap between the skills you have internally and the skills you need?© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 8
  • 9. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY 4 Choose a scalable development technologyTechnology started out in the web world with Mobile is taking the same path. Companies areHTML web servers in the exploration phase. typically building their first mobile app for theAs companies moved to more engaging iPhone using Objective-C. However, developersweb apps, JavaScript and application servers quickly find that using native SDKs can be highlyemerged to support more complex and full- restrictive, as apps must be re-written for eachfeatured server runtime environments to meet individual device (iPhone and iPad), not just forscaling requirements. In the innovation phase each OS (iOS and Android). Add to the mix thecompanies started to see that they could use fact that there are more than 60 Android tabletsthe web to fundamentally transform their on the market today, and scaling to all thoserelationships with their customers. The web devices is simply impossible.offerings in this phase were now full-blownapplications. Web development was now seen Just as web developers used Ajax and EAIas strategic, so companies moved almost all, products to scale websites, innovativeif not all, of their web development in-house. companies are using reusable modules andAjax became a very popular technology as web fully-integrated mobile architecture to scaleclients started to look and behave more like quickly and easily. This architecture can alsodesktop clients. On the server-side, companies integrate with both public and private cloudwere using enterprise application integration services to create the optimal user experience.(EAI) products to integrate all of their variousinternal systems with the web. Integration waskey to both time-to-market and a company’sability to innovate. Match your technology Exploration Acceleration Innovation to your development Customer Inform Engage Transform needs Experience (brochureware) (social, video...etc.) (commerce, cloud services) Platforms (iOS, Android, Blackberry, 1 2 All Major Devices mobile web) Development Outsourced Mixed In-House Staff Integrated Mobile Native Reusable Modular Technology Architecture, Components Cloud Services© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 9
  • 10. APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGYThe question is what is an integrated mobile Mobile development platforms like Titaniumarchitecture and what should it look like? allow developers to create native mobile appsThe best way to answer this question is to look for multiple devices using a single platform. Byat the problems that are unique to mobile. The utilizing JavaScript for mobile app development,most obvious problem is the cross-platform companies move from siloed app developmentissue. An integrated mobile architecture must to leveraging reusable modular components.do three things to solve this problem: This can result in reuse of 80% or more of their code as they port apps from one OS to the next. • Deliver the best user experience Reuse of code within the same OS (e.g. iPhone possible across all platforms. to iPad) is closer to 90%. • Enable companies to build and On the staffing side, utilizing a JavaScript-based deploy mobile applications across platform allows companies to keep their mobile multiple operating systems and development in-house and include mobile as devices, including the mobile web, part of a complete digital strategy. while enabling them to reuse as much code as possible. Add to this an integrated mobile architecture, and you can scale to tens or hundreds of • Leverage a decades worth of apps over multiple platforms in an organized, investment in web development. efficient way.What is your development and launch schedule?How quickly can you get to market with new apps?Can you reuse code from one platform to the next?Appcelerator is the #1 Mobile Cloud PlatformAppcelerator is the leading enterprise-grade, cross-device mobile development solution on themarket today. With over 1.5 million developers worldwide and 20,000+ cloud-connected mobile,desktop and web apps in the wild, Appcelerator is the largest publisher of applications in the iPhoneApp Store.The company’s flagship offering, Appcelerator Titanium, is the only platform to enable fully native,cross-device development from a single codebase for iOS, Android, and Blackberry.Appcelerator’s customers include NBC, PayPal, eBay, Orange, and Cisco. These companies developtheir mobile applications on Appcelerator products so they can decrease time-to-market anddevelopment costs, increase customer adoption and revenues, and enjoy greater flexibility andcontrol. Download Titanium for free at www.appcelerator.com.© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED 10

×