8 Steps to Scaling Your Mobile Strategy
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8 Steps to Scaling Your Mobile Strategy

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Companion slides to the Webcast: "8 Steps to Scaling Your Mobile Strategy" ...

Companion slides to the Webcast: "8 Steps to Scaling Your Mobile Strategy"

The webcast describes how smart organizations are using mobile to enhance customer relationships. By reviewing the slides and watching the webcast recording, you'll learn:

- Why mobile adds value to customer relationships
- Secrets of apps that get used every day
- How to design success into your first app
- Techniques that enable your existing development team to support multiple platforms, apps and businesses through an integrated mobile platform

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8 Steps to Scaling Your Mobile Strategy Presentation Transcript

  • 1. 8 Steps to Scaling Your Mobile Strategy Scott Schwarzhoff VP, Marketing & Developer Relations sschwarzhoff@appcelerator.com
  • 2. Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that? How can mobile add value to my customer relationships? How do I build a scalable mobile strategy?Appcelerator enables businesses to transform theircustomer relationships and empower theirmobile workforce through rapid innovation and ascalable mobile platform
  • 3. Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that? How can mobile add value to my customer relationships? How do I build a scalable mobile strategy?
  • 4. Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that? How can mobile add value to my customer relationships? How do I build a scalable mobile strategy?
  • 5. FRAGMENTATION IN EVERY LAYERMultiple Skill SetsMultiple DevicesMultiple PlatformsMultiple Clouds PaaS Enterprise SaaS
  • 6. MOBILE MATURITY MODEL
  • 7. MOBILE MATURITY MODEL:CUSTOMER EXPERIENCE
  • 8. Case Study: NBC h"p://www.appcelerator.com/partners/case-­‐studies/  http://www.appcelerator.com/partners/case-studies/
  • 9. Customer Experience Evolution Jay Leno Jimmy Fallon NBC = #1 App! (iPhone) (iPhone & Android) (iPad, iPhone & Android)OBJECTIVES Reach Reach, Reach, Engagement, Engagement Loyalty, & Monetization
  • 10. DISCUSSIONWhat are your top business challenges and how doesmobile (RELM) help solve them?What is the ‘utility’ of your brand?Business goals for mobile now (Maturity Model)? In 12months?
  • 11. DISCUSSIONSocial habits of your target customer?What new customer groups would you like to reach?Plans for loyalty programs?Interest in ‘specialty’ apps targeted at sub-groups?
  • 12. MOBILE MATURITY MODEL:PLATFORM DEVELOPMENT
  • 13. DISCUSSIONPlatform priorities for reaching target segment?Potential of tablets?Role of mobile web?
  • 14. MOBILE MATURITY MODEL:DEVELOPMENT STAFF
  • 15. DISCUSSIONSkillset and bandwidth of internal resources?Desired timeframe for bringing development in-house?Desired ‘SLA’ between mobile business owners & thoseresponsible for development & delivery?
  • 16. MOBILE MATURITY MODEL:TECHNOLOGY
  • 17. DISCUSSIONWhat data needs to be flowing in and out of the app?Where does that data live? How is it exposed today?What ‘components’ need to be consistent across apps?
  • 18. ENTERPRISE MOBILE CLOUD PLATFORM
  • 19. ENTERPRISE MOBILE CLOUD PLATFORM
  • 20. ENTERPRISE MOBILE CLOUD PLATFORM
  • 21. MOBILE MATURITY MODEL:WHERE’S YOUR COMPANY TODAY?
  • 22. Case Study: NBCBUSINESS CHALLENGE100 digital properties = digital content complexityNeed to own mobile app strategy in-houseTactical, one-off, not scalable approach to mobileCross-platform mandate: iPhone, iPad, Android Phone,Android Tablet, Google/Apple TV
  • 23. Case Study: NBCSOLUTION: APPCELERATOR TITANIUM PLATFORMAND TITANIUM+PLUSCommon NBC APIs across all OSes/devices Photo, blog, news feeds, show schedules myNBC social sharing and comments Reusable web services, DART advertising, Omniture analyticsAppcelerator Titanium 97% code reuse across iOS, Android 80% cost, time-to-market reduction Centrally managed by NBC.com team
  • 24. NBC’S MOBILE STRATEGY EVOLUTION Exploration Acceleration Innovation Reach, Engagement,Objectives Reach Reach, Engagement Loyalty, & Monetization Project Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android Moderate / custom UI, Complex / 50 fully Frontend Simple / web-like social, camera native components Moderate / module development Complex / fully integrated Backend Simple / available (ex: Omniture) across disparate systems
  • 25. IN SUMMARY Innovate Rapidly Scale to any deviceControl your mobile destiny
  • 26. NEXT STEPS•  Mobile Strategy Workshops•  Mobile App Development Workshops•  Developer Training and Certification•  Application Development Services sales@appcelerator.com (877) 909-4589
  • 27. Scott SchwarzhoffVP, Marketing & Developer Relations sschwarzhoff@appcelerator.com