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Making the Mobile Mind Shift
TED SCHADLER AND NOLAN WRIGHT
Featuring
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
© 2014 Forrester Research, Inc. Reproduction Prohibited 3
The mobile mind shift will penetrate the beating heart
of your business . . .
© 2014 Forrester Research, Inc. Reproduction Prohibited 4
The mobile mind shift will penetrate the beating heart
of your business . . .
© 2014 Forrester Research, Inc. Reproduction Prohibited 5
© 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.
© 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
© 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
© 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
© 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.
© 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.
© 2014 Forrester Research, Inc. Reproduction Prohibited 12
Uber wins because it uses business technology to
match two mobile moments: passengers’ and drivers’.
© 2014 Forrester Research, Inc. Reproduction Prohibited 13
Starbucks wins because it serves café
customers in their mobile coffee moments.
© 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”
© 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”
© 2014 Forrester Research, Inc. Reproduction Prohibited 16
Technology
Processes
Systems
Mobile moments
happen here
© 2014 Forrester Research, Inc. Reproduction Prohibited 17
Technology
Processes
Systems
The hard work
happens here
Mobile moments
happen here
© 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
© 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
© 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
© 2014 Forrester Research, Inc. Reproduction Prohibited 21
© 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
© 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
“Delight is the new normal.”
– GEOFFREY MOORE
AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
THE CONTRACT HAS CHANGED
THEN: “Does it work?” NOW: “Does it delight?”
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
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
THE APPCELERATOR PLATFORM
THE APPCELERATOR PLATFORM – SUMMER RELEASE
SMARTER.
MORE CONNECTED.
MORE FLEXIBLE.
Insights 2.0
A tablet-based view for business owners that measures and manages key metrics
around app adoption, usage, penetration and quality.
API Builder
A point-and-click interface to assemble mobile APIs so developers can focus on
innovation rather than integration
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)
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
© 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
© 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
© 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
© 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
© 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.
© 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.
BENEFITS OFTHE
APPCELERATOR PLATFORM
40%
52% LOWER
DELIVERY COSTS
491%
RETURN ON
INVESTMENT
FASTER
TIME-TO-MARKET
Full report: www.appcelerator.com/ROI
TO MEMORABLE MOMENTS

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Making the Mobile Mind Shift

  • 1. Making the Mobile Mind Shift TED SCHADLER AND NOLAN WRIGHT Featuring
  • 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 3 The mobile mind shift will penetrate the beating heart of your business . . .
  • 4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4 The mobile mind shift will penetrate the beating heart of your business . . .
  • 5. © 2014 Forrester Research, Inc. Reproduction Prohibited 5
  • 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. © 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. © 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. © 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. © 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. © 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 12 Uber wins because it uses business technology to match two mobile moments: passengers’ and drivers’.
  • 13. © 2014 Forrester Research, Inc. Reproduction Prohibited 13 Starbucks wins because it serves café customers in their mobile coffee moments.
  • 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. © 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 16 Technology Processes Systems Mobile moments happen here
  • 17. © 2014 Forrester Research, Inc. Reproduction Prohibited 17 Technology Processes Systems The hard work happens here Mobile moments happen here
  • 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. © 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. © 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. © 2014 Forrester Research, Inc. Reproduction Prohibited 21
  • 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. © 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. “Delight is the new normal.” – GEOFFREY MOORE AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
  • 25. THE CONTRACT HAS CHANGED THEN: “Does it work?” NOW: “Does it delight?”
  • 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. 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
  • 29. THE APPCELERATOR PLATFORM – SUMMER RELEASE SMARTER. MORE CONNECTED. MORE FLEXIBLE.
  • 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. API Builder A point-and-click interface to assemble mobile APIs so developers can focus on innovation rather than integration
  • 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. 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. © 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. © 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. © 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. © 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. © 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. © 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. BENEFITS OFTHE APPCELERATOR PLATFORM 40% 52% LOWER DELIVERY COSTS 491% RETURN ON INVESTMENT FASTER TIME-TO-MARKET Full report: www.appcelerator.com/ROI

Editor's Notes

  1. Source: http://media.bizj.us/