Making the Mobile Mind Shift

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f your company is caught up wondering which mobile apps to build or which devices to support, chances are you’re asking the wrong questions. Instead, organizations need to understand first how user expectation is being rewired in a mobile world - one in which “mobile moments” are the new battleground for customer and employee engagement.

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  • Source: http://media.bizj.us/
  • Making the Mobile Mind Shift

    1. 1. Making the Mobile Mind Shift TED SCHADLER AND NOLAN WRIGHT Featuring
    2. 2. SPEAKERS Guest Speaker:Ted Schadler Vice President and Principal Analyst, Forrester Research Inc. Coauthor of The Mobile Mind Shift Nolan Wright Co-founder and ChiefTechnology Officer, Appcelerator
    3. 3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 The mobile mind shift will penetrate the beating heart of your business . . .
    4. 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 The mobile mind shift will penetrate the beating heart of your business . . .
    5. 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5
    6. 6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6 The mobile mind shift is the expectation that I can get what I want in my immediate context and moments of need.
    7. 7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7 62% expect a mobile-friendly website. 42% expect to find a mobile app. 23% expect their experience to change based on location. Of smartphone users . . . Source: US Mobile Mind Shift Online Survey, Q3 2013
    8. 8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8 Mobile device adoption will grow from… 2012 Tablets Smartphones 153 Million people 662 Million people 2.3 billion people 1.2 billion people Source: Forrester Research World Smartphone Adoption Forecast, 2012 To 2017 (Global) and Forrester Research World Tablet Adoption Forecast, 2012 To 2017 (Global) 20172012 2017
    9. 9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9 The number of apps in the US Apple App Store will grow from . . . 2010 2020 2013 233,000 958,000 10 million Source: 148Apps.biz, Forrester estimate
    10. 10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10 Source: August 6, 2013, “Wanted: Mobile Engagement Providers” Forrester report and February 13, 2012, “Mobile Is The New Face Of Engagement” Forrester report In 2017, firms will . . . Spend $189 billion to engineer platforms and processes for mobile engagement. Drive $1.3 trillion of the IT economy with systems of engagement.
    11. 11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11 Entrepreneurs and innovators win in the mobile moment Image source: Inc. (http://www.inc.com) A mobile moment is a point in time and space when someone pulls out a mobile device to get something they want in their immediate context.
    12. 12. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Uber wins because it uses business technology to match two mobile moments: passengers’ and drivers’.
    13. 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Starbucks wins because it serves café customers in their mobile coffee moments.
    14. 14. © 2014 Forrester Research, Inc. Reproduction Prohibited 14 -10 minutes +10 minutes At register - Check balance - Reload card - See reward star fall - Send eGift - Add a tip Who are we serving? Café customer What is their context? Ready to pay What is the motivation? Save time and earning rewards - Redeem reward - Scan to pay Who are we serving? A commuter What is their context? Looking for closest cafe What is the motivation? Needs caffeine fix - Locate cafe - Get directions Outside café In line Who are we serving? Café customer What is their context? Has time while waiting to order What is the motivation? Passing the time - Check rewards - Browse messages - Get “Pick Of The week”
    15. 15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15 -10 minutes +10 minutes At register - Check balance - Reload card - See reward star fall - Send eGift - Add a tip Who are we serving? Café customer What is their context? Ready to pay What is the motivation? Save time and earning rewards - Redeem reward - Scan to pay Who are we serving? A commuter What is their context? Looking for closest cafe What is the motivation? Needs caffeine fix - Locate cafe - Get directions Outside café In line Who are we serving? Café customer What is their context? Has time while waiting to order What is the motivation? Passing the time - Check rewards - Browse messages - Get “Pick Of The week”
    16. 16. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Technology Processes Systems Mobile moments happen here
    17. 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Technology Processes Systems The hard work happens here Mobile moments happen here
    18. 18. © 2014 Forrester Research, Inc. Reproduction Prohibited 18 You need a new business technology strategy Network Hardware/infra structure Software Data Systems of record UX Systems of engagement Design starts with transactions
    19. 19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19 You need a new business technology strategy Network Hardware/infra structure Software Data Systems of record UX Infrastructure Software Data Systems of engagement UX Network Design starts with engagement Design starts with transactions
    20. 20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20 Client tier Delivery tier Aggregation tier Services tier • On-premises transaction & content systems • Some services cloud hosted • Data security managed here • Smartphones & tablets & API consumers • Manage software and policy on the device • Outstanding experience online & offline • Asynchronous, event-driven content layer • Scale out to Internet proportions • Cloud or cloud-connected • Most app logic and integration happens here • On-premises or cloud-hosted • Analytics data store & algorithms here Built on a four-tier engagement platform
    21. 21. © 2014 Forrester Research, Inc. Reproduction Prohibited 21
    22. 22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22 Identify mobile moments and context JUST LOOKING TIME TO BUY Find Agent  Instantly find nearby homes for sale  Customize your search  Save your searches and favorite listings Who are we serving? A potential home buyer What is their context? Viewing their dream home What is the motivation? Wanting to know what they can afford Who are we serving? A potential home buyer What is their context? Anytime driving past a for sale sign What is the motivation? To get more information about the home they just saw Who are we serving? A home buyer What is their context? Just fell in love with a home What is the motivation? Wanting to share their dream home with friends and family View Financing  Quickly connect with a RE/MAX real estate professional  View properties using the dynamic map search, or grid view  Quickly zoom and navigate neighborhoods  Generate turn-by-turn driving directions  Determine loan amounts & monthly payments with the integrated mortgage calculator  Easily share properties for sale with friends and family via email GETTING SERIOUS Search
    23. 23. © 2014 Forrester Research, Inc. Reproduction Prohibited 23 How they did it • Built a cross-disciplinary team of business and business technology people • Used ethnographic and agile techniques to identify how home buyers think and act in their key mobile moments • Targeted the most important devices • Implemented with an engagement platform to handle any device on any network with full analytics and data integration
    24. 24. “Delight is the new normal.” – GEOFFREY MOORE AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
    25. 25. THE CONTRACT HAS CHANGED THEN: “Does it work?” NOW: “Does it delight?”
    26. 26. A revolution in experience is driving an evolution in the stack CLIENT SERVER Early 1990s One-to-one Rich UX (GUI) Distributed computing Local Network WEB Late 1990s One-to-many Weak UX (HTML-Based) Server-centric computing Global network MOBILE Today Many-to-many Rich UX (driven by mobile OSs) Distributed computing Internet of Things 1990s TO TODAY
    27. 27. Data orchestration Optimized payloads Online/offline sync Elastic scale Secure access Great UX across platforms Openness to any device Apps, not applications Performance metrics Usage patterns Adoption rates Lifecycle efficacy Real-time data to drive actions THREE A’S OF WINNING MOBILE EXPERIENCES
    28. 28. THE APPCELERATOR PLATFORM
    29. 29. THE APPCELERATOR PLATFORM – SUMMER RELEASE SMARTER. MORE CONNECTED. MORE FLEXIBLE.
    30. 30. Insights 2.0 A tablet-based view for business owners that measures and manages key metrics around app adoption, usage, penetration and quality.
    31. 31. API Builder A point-and-click interface to assemble mobile APIs so developers can focus on innovation rather than integration
    32. 32. Private Cloud A full range of deployment options spans complete cloud-based convenience to ultimate control with new on-premises deployment Public Cloud Virtual Private Cloud Private Cloud (on premises)
    33. 33. Native SDK Support Connect, test, measure and manage every app in your portfolio - whether built in the Appcelerator Platform or native SDK PlatformCapability Appcelerator SDK iOS SDK Android SDK MobileTestAutomation YES YES YES Mobile App Performance Management YES YES YES Mobile Backend-as-a-Service (MBaaS) YES YES YES Mobile Analytics YES YES YES
    34. 34. © 2014 Forrester Research, Inc. Reproduction Prohibited 34 Identify the mobile moments and context The IDEA cycle: the business discipline to win in the mobile moment
    35. 35. © 2014 Forrester Research, Inc. Reproduction Prohibited 35 Design the mobile engagement Identify the mobile moments and context The IDEA cycle: the business discipline to win in the mobile moment
    36. 36. © 2014 Forrester Research, Inc. Reproduction Prohibited 36 Design the mobile engagement Engineer your platforms, processes, and people for mobile Identify the mobile moments and context The IDEA cycle: the business discipline to win in the mobile moment
    37. 37. © 2014 Forrester Research, Inc. Reproduction Prohibited 37 Analyze results to monitor performance and optimize outcomes Design the mobile engagement Engineer your platforms, processes, and people for mobile Identify the mobile moments and context The IDEA cycle: the business discipline to win in the mobile moment
    38. 38. © 2014 Forrester Research, Inc. Reproduction Prohibited 38 Analyze results to monitor performance and optimize outcomes Design the mobile engagement Engineer your platforms, processes, and people for mobile Identify the mobile moments and context The IDEA cycle: the business discipline to win in the mobile moment Start small with a platform to extend.
    39. 39. © 2014 Forrester Research, Inc. Reproduction Prohibited 39 Next steps • Use the language of mobile moments to bring your technology and business teams together. • Focus on mobile moments that serve customers or empower employees to directly engage customers. • Own the IDEA teams and agile process to efficiently develop mobile moments that matter. • Assemble the business technology, systems, and processes you need to win, serve, and retain customers.
    40. 40. BENEFITS OFTHE APPCELERATOR PLATFORM 40% 52% LOWER DELIVERY COSTS 491% RETURN ON INVESTMENT FASTER TIME-TO-MARKET Full report: www.appcelerator.com/ROI
    41. 41. TO MEMORABLE MOMENTS
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