Looking for the sweet spot / How can we deliver value? “The strategic sweet spot of a company is where it meets customers’ needs in a way that rivals can’t, given the context in which it competes.” “The essence of strategy is choosing to perform activities differently than rivals do” Michael PorterSource: “Can You Say What Your Strategy Is?”,David J. Collis and Michael G. Rukstad, Harvard Business Review, April 2008
Boiling it down / Looking for your sweet-spot Tech Business Customer “How can mobile deliver value for our business and our customers?
Boiling it down / Looking for your sweet-spot The sweet spot! Tech Business Customer “How can mobile deliver value for our business and our customers?
Developing a mobile strategy / A simple framework 1. Insight / Research 2. Strategy Deﬁnition 3. Ideate & Execute 4. Evolve & Adapt
Plus ca change / The more it stays the same “Make my life easier & better. Understand me. Surprise me.”
Explosion of channels / Multichannel by default 1990 2000 2011 Shop Shop Shop Social I need... Phone Phone Phone Tablets Website Website Web TV ? Email Email Mobile
Building the opportunity map / How can we create value? MyHealth Health Pregnancy App Find a clinic / Mobile Management service Value-added services Claims / receipts Serve Retain Mobile Value-added Strategy services 2-click SubscriptionNo nonsensemobile plan Acquire Renewal BackEnd Mobile Travel Mobile SEO Insurance: 2-click FrontEnd
Building to think / Prototyping & making stuff tangible TBank
Bringing it all together / One-page strategy & roadmap
The Takeaway / Key points • Strategy ﬁrst: be clear what it is, and who it’s for • User-centred approach: build something that’s focused on delivering value for a speciﬁc set of customers • Mobile as the multichannel glue: bringing it all together • Execute by degrees, learn by doing: prototype, baby- steps, multi-year roadmap • Technology & governance: big & expensive banana skins that need to be planned for • Appropriate budgets: don’t underestimate resources needed to build & manage & evolve