Mobile Developer Conference 2012 Hamburg, Germany Keynote

Transform your CustomerRelationships through Mobile A Lesson from the Worlds Biggest Brands Jeff Haynie

Jeff Haynie @jhaynie

Founded in 2007130 EmployeesMountain View, CA HQ,Offices in London, Tokyo$31.5M - Mayfield,Translink, Storm, Sierra,eBay, RedHat2011 Magic Quadrant for MobileConsumer Application Platforms: Visionary

Appcelerator makes mobility possible#1 Mobile Platform in the Industry35,000 mobile applications45 million devicesLargest EcosystemHundreds of 3rd-party ISVsFully integratedUnlimited extensibilityGlobal Reach and PartnersRegional and global partners1.6 Million developers worldwide

Mobility willchangehumanity

Mobile was easy in 2007

Still an Apple world in 2008

Winds ofAndroid change

The iPad hit.So did Android.

Desktop MobileDecember 2010Mobile Out ShipsDesktop

2012Mobile ChaosReigns

Source: Flurry,comScore, Alexa

Source: IDC

Traditional Platform Architecture

Next Generation Platform Architecture

What are the two keys to unlocking the mobile opportunity? How can mobile How do I build a add value to my scalable mobile customer strategy? relationships?

The Need for a Mobile Strategy Yesterday Today 3-tier centralized web architecture Cloud connected app centric modelPresentation Logic Data

Building Your Mobile Strategy:5 Key Questions1) Objectives: What are my key needs in mobile?2) Scope: How many projects will I take on over the next 3 years?3) Platforms: What devices and OSes do I want to be on?4) Business Model: How will I monetize my move to mobile?5) Plan: How do I create a sustainable mobile strategy?

Step 1: Define ObjectivesOption A Option BI need my iPhone app! Grow revenuePort website to app Drive down costOutsource everything Extend businessMonthly time horizon Engage mobile customers Multi month time horizon

Step 2: Three-year outlook Number of projects ComplexityScope your needsand determineplatforms Step 3: Platforms

Step 4: Identify Your Business ModelsGo beyond app sales and advertising for monetization opportunity App Store Sales Advertising Brand Loyalty In-app Purchase + Engagement Freemium/Upsell Coupons + Loyalty SaaS/Mobile Mobile Commerce/ Subscription Offering Direct Purchase

Step 5: Build a Mobile Strategy Mobile Maturity Model Exploration Acceleration InnovationPerspectivesCustomer Inform Engage TransactPlatforms 1 2 All Major PlatformsPeople Outsourced Mix In-House Reusable Modular Integrated MobileTechnology Native Components Platform

Building a Mobile StrategyMobile Maturity Model: 2011 vs. 2010

What are the two keys to unlocking the mobile opportunity? How can mobile How do I build a add value to my scalable mobile customer strategy? relationships? ✔

What are the two keys to unlocking the mobile opportunity? How can mobile How do I build a add value to my scalable mobile customer strategy? relationships? ✔ ✔

Case Study: NBC Business Challenge 100 digital properties = digital content complexity Need to own mobile app strategy in-house Tactical, one-off, not scalable approach to mobile Cross-platform mandate: iPhone, iPad, Android Phone, Android Tablet, Google/Apple TV

Case Study: NBC Business Challenge: Solution 100 digital properties = digital content complexity Appcelerator Titanium Platform and Titanium+Plus Need to own mobile app strategy in-house Common NBC APIs across all OSes/devices Tactical, one-off, not scalable approach to mobile Photo, blog, news feeds, show schedules myNBC social sharing and comments Cross-platform mandate: iPhone, iPad, Android Phone, Reusable web services, DART advertising, Android Tablet, Google/Apple TV Omniture analytics Appcelerator Titanium 97% code reuse across iOS, Android 80% cost, time-to-market reduction Centrally managed by NBC.com team

Case Study: NBC1 Reusable feeds: Photo, video, blog, 3 news, schedules 1 22 Social check-ins3 Push notifications (show alerts) 44 Personalization 65 Advertising6 Analytics 5

Mobile Strategy Evolution EXPLORE ACCELERATE TRANSFORM Reach, Engagement,OBJECTIVES Reach Reach, Engagement Loyalty, & Monetization PROJECT Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android Moderate / custom UI, social, FRONTEND Simple / web-like Complex / 50 fully native components camera Moderate / module development Complex / fully integrated across BACKEND Simple / available (ex: Omniture) disparate systems

IN SUMMARY Innovate RapidlyScale your Mobile Strategy Control your Destiny

Appcelerator Platform Built for Built for Built forInnovation Speed Integration

The Appcelerator Platform 5,000 Mobile+Cloud Features: Fully native Reusable Integrated Cross-Platform HTML5, Native, Hybrid

DEUTSCHLAND Titanium Meetup.com Gruppen Hamburg – Marcus Ross, GruppenLeiter http://www.meetup.com/hamburg-titanium München – (Position ist noch offen) http://www.meetup.com/muenchen-titanium Berlin – (Position ist noch offen) http://www.meetup.com/berlin-titaniumhttp://appcelerator-titanium.meetup.com/

Thank you!Dankeschön Jeff Haynie @jhaynieSlides will be posted at http://slideshare.net/jhaynie

Mobile Developer Conference 2012 Hamburg, Germany Keynote

by Jeff Haynie

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Mobile Developer Conference 2012 Hamburg, Germany Keynote Presentation Transcript