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A simple approach to mobile strategy

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Morgan McKeagney outlines the steps to get a comprehensive mobile strategy in place for your business. First presented at iQ FutureNow, Manchester 4 July 2012.

Morgan McKeagney outlines the steps to get a comprehensive mobile strategy in place for your business. First presented at iQ FutureNow, Manchester 4 July 2012.

Published in Technology , Business
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Transcript

  • 1. iQ FutureNow: MobileA simple approach to mobile strategyMorgan McKeagney, MD iQ Content, 4/07/2012
  • 2. Build it & they will come? / Ghost estates
  • 3. Build it & they will come? / Ghost estates
  • 4. Absence of strategy? / (CR)Apps
  • 5. 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
  • 6. Boiling it down / Looking for your sweet-spot Tech Business Customer “How can mobile deliver value for our business and our customers?
  • 7. 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?
  • 8. Developing a mobile strategy / A simple framework 1. Insight / Research 2. Strategy Definition 3. Ideate & Execute 4. Evolve & Adapt
  • 9. Plus ca change / The more it stays the same “Make my life easier & better. Understand me. Surprise me.”
  • 10. 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
  • 11. Research / Research drives unique insight
  • 12. Strategy definition / Workshops & arguments
  • 13. Example / Genesis of a mobile strategy
  • 14. 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
  • 15. Building to think / Prototyping & making stuff tangible TBank
  • 16. Bringing it all together / One-page strategy & roadmap
  • 17. 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