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Mobile Strategy Consulting Excerpt. Example of Powerpoint deliverable created for an enterprise client

Mobile Strategy Consulting Excerpt. Example of Powerpoint deliverable created for an enterprise client

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  • Mobile is a inherently personal experience, you need to be invited in to participate. Unlike traditional mass media, your customers must navigate to and/or download your application to interact with you. Mobile is immediate. Mobile is always on and connected 24/7/365Mobile is contextually aware.Mobile allows companies to deliver relevant messages based on actions, and even locations. Mobile driven by simple.Mobile users a conditioned for speed. A user should have no more than three clicks to complete an action.
  • http://pewinternet.org/%7E/media//Files/Reports/2010/PIP_Adults_Cellphones_Report_2010.pdfQ1 2012 – Mobile comprises 8.2% of e-retail sales – IMRG Quarterly Benchmarking Index, Q1 of 2012The share of non-computer traffic for the U.S. stood at 6.8 percent in August 2011 – comscore Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits. Oct 201164% of smartphone owners are now using their mobile devices to shop online - eDigitalResearch and Portaltech Reply, 201250% of smartphone shoppers use a GPS/mapping app to find a retail location; 44% access the site of a retailer where they typically shop; 34% downloaded a retailer’s app; and an equal number (24%) search for a coupon to use at checkout or use a barcode-scanning app to comparison shop - Source: Nielsen, 2012eMarketer estimates that there will be 115.8 million smartphone users in the US by the end of 2012, with that number growing to 176.3 million by 2015 - Source: eMarketer, 201257 percent of consumers will not recommend a business with a poorly designed mobile site. Similarly, 40 percent of consumers will go to a competitor’s site after a bad mobile experience - Source: Compuware, 2012
  • http://www.scribd.com/doc/95259089/KPCB-Internet-Trends-2012
  • http://infographiclist.com/2012/04/20/mobile-trends-q4-2011-infographic/
  • Source: http://www.marketingcharts.com/direct/local-to-account-for-two-thirds-of-mobile-ad-spend-in-2016-21747/biakelsey-us-mobile-ad-revenues-april2012jpg/
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Mobile Strategy Excerpt Mobile Strategy Excerpt Presentation Transcript

  • Mobile Strategy
  • • • • • •
  • Ad Hoc • Experimental • No Budget Engaged • Executive Awareness • Pilots • Limited Resources Structured • Dedicated Budget • Management Resources • Formal Projects • Formal Roles Managed • Active Executive Sponsorship • Daily Management • Program Office • Formal Budget Guidelines Optimized • Strategic Executive Focus • Significant Budget • Multi Application Initiatives • Center of Excellence • Deep Business Intelligence
  • IntroductionMaintain Q4 2012 Q1 2013 Q3 2013 Q4 2013 Q1 2014 1 Releases 2-4 4-5 4 5-6# 0f Releases
  • The Case For Mobile At (BLANK)
  • • Mobile is an inherently personal experience; you need to be invited in to participate • It means your customers trust you enough to put you on their phone • Unlike traditional mass media, your customers must navigate to and/or download your application to interact with you • Mobile is immediate • Mobile is always on and connected 24/7/365 • People have their mobile devices with them more than any other technology • 66% of adults sleep with phone in bed or next to it; increasing to 90% for customers aged 18-29 • Mobile is contextually aware • Mobile allows companies to deliver relevant messages based on actions and even locations • Mobile allows you to customize the experience based on the actions of your customers • Mobile is fast • Mobile is utilized to fill time in between activities • Mobile users are conditioned for speed • Mobile is driven by simplicity • Mobile is everywhere • 115.8 Million smartphones by end of 2012 • With the popularity of smartphones, mobile data usage will grow by 8 folds by 2016.
  • 7 • Mobile is not a stable medium • There is and will continue to be a lot of disruption in this space • Technology will continue to advance and affect the customer behaviors and expectations • Mobile is not conducive to the waterfall approach • Mobile changes too fast to have a long development cycle • Software will change rapidly and affect the platforms you deploy on • Mobile is not the same as web • Users interact different, thus the experience must be tailored appropriately • Mobile development requires a specific and unique skillset for development and deployment • Mobile is not “One and Done” • Applications must be maintained on a consistent basis • Application features will need to be refreshed based on user feedback, business objectives, and technology changes • Mobile is not just a device, it is a lifestyle • Mobile changes the way people interact with the world around them • Customers expect to utilize mobile in their daily lives
  • 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 All Other Tablets iPads As smartphones and tablets continue to penetrate the market at an exponential rate, iOS and Android control the majority of the market share. 8 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 50 100 150 200 250 2010 2011 2012 2013 2014 2015 2016 Smartphone Users % of mobile phone users % of population 0 10 20 30 40 50 60 70 iOS Android BlackBerry OS SymbianOS Other 64% of smartphone owners shop online 50% of shoppers use GPS to find store 34% download a retailers app they frequent Tablets are growing at a faster rate than smartphones. Developing a tablet strategy sooner than later is highly recommended due to the increase in demand for these devices. Smartphone Penetration Source: eMarketer, April 2012 Source: StatCounter Global Stats Source: Sybase April 2012 Global tablet and iPad market
  • Mobile usage patterns continue to grow and will outpace desktop usage by 2014. The mobile ecommerce industry will grow to a $31B industry by 2016. Though purchases may not be made via mobile devices, users research products, read reviews, compare prices, and look for discounts via mobile devices, thus leading to increased transactions. 2007 2008 2009 2010 2011 2012 2013 2014 2015 Mobile Internet Users Desktop Internet Users Source: Cisco, 2012 Source:Google/Ipsos 2012 Source: Forrester, June 2011 As mobile usage eclipses desktop usage, consumers will use their mobile devices for transactions, research and interactions on an increasing basis.
  • • Mobile fights attrition • People are going to do what’s easy, so while overall print revenues are declining, the convenience of mobile can help defend against it • Mobile attacks market share erosion • In the mobile application market, consumers are more driven by features than by brand loyalty. • With the appropriate feature set, (BLANK) has the ability to retain and grow market share • Cannibalization of existing sales channels is ok • Business is going online and mobile • Would you rather your revenues shift from existing sales channels or to your competitors? • Mobile can influence unaided brand awareness • Increased exposure to new customers • Increased brand retention by current customers
  • Strategy Recommendations
  • 12 People Process Technology Phase 1: Launch Initial Mobile Application Phase 2: Maintain & Augment the Current Mobile Initiatives Phase 3: Innovate
  • Phase 1 Phase 2 Phase 3 People Need well-defined and separated roles and responsibilities Expand dedicated mobile team with experience and talent in mobility Establish a formal Mobile Center of Excellence Process Define and document mobile development process with key metrics analysis Develop a product lifecycle methodology and PMO governance Deploy User-Centered Design techniques, while establishing Mobility into overall Revenue Management Technology Continue development on iOS and Android platforms until printing apps are stable Implement PLC management tools and integrate mobile into Project Otter Evaluate new platforms and assess disruptive technology 13
  • Critical Success Factors • Completing development and critical path tasks on time • Coordination with 3.4 release schedule(s) • Facilitate all internal departmental requirements • Develop the product feature roadmap with IT • Consumer usability research on app quality and adoption • Incorporate Mobile into overall digital strategy, including Social and Local Strategy People • Need dedicated project manager for mobile application development • Allow product manager to focus on product management strategy • Committed development resources from IT and outside vendor Process • Formalize the critical path tasks from each department represented on the core mobile team • Formalize UAT process for mobile applications • Document Mobile Release process and dependencies Technology • Continue with selected technologies and features for initial launch • Ensure device management for end to end testing exists Risks & Dependencies • No on-going empowered project management • Lack of insight into detailed development activities of internal IT and outside vendor • All UAT dependencies, including end-to-end testing Duration • 6 months (Nov 1 for iPhone, Jan 1 for Android launches) Phase 1: Launch Initial Mobile Application Focus: Get the initial applications out the door
  • Application Downloads Review Rankings Average Order Value Average Orders Per Day Cart Abandonment Social Media Mentions Reviews, Blogs, Press
  • Uptake Peak Dip Level Set 1 Level Set 2 Level Set 3 Promotions: Initial success is dependent on the promotions driver. A higher level of promotions will increase the initial uptake of the application and will expose the app to more potential customers. Promise: As potential customers evaluate the application, they examine where the app delivers on its promise. This includes expected features, reviews of the application, their experience with the app and the companies ability to deliver on its promise. App Integrity: The key driver for organic growth will be application integrity. This includes the application staying current with OS changes and bug fixes. It is also dependent on the responsiveness of the application team to user feedback. The higher the application integrity the higher the organic growth trend line will grow Value: As competition increases, the overall value of the application will play a factor in long term success. This includes the cost of purchasing through the application in comparison to competitors and the time and effort it takes to deliver on the promise. A good user experience can make up for a slightly higher price than a competitor’s, but a bad user experience will detract from the value regardless of the cost. Promotions, Promise, App Integrity and Value
  • Critical Success Factors • Identify and assign Management and Leadership for mobile team • Utilize a formal release structure – maintain release visibility/management • Implement defined roles and responsibilities • Manage vendor development process and relationships • Continue to budget for mobile projects • Expand current mobile initiatives beyond (BLANK) People • Expand dedicated mobile team • Hire for experience and talent in mobility Process • Develop and implement a product lifecycle methodology • Develop a PMO for tighter control over projects • Develop a metrics review and reporting process • Develop a process to analyze metrics and integrate into mobile strategy Technology • Implement PLC management tool (TBD) • Manage Features, Release, Budget, Efforts, etc. • How mobile integrates in to Project Otter when implemented • Develop Web Services Strategy for External Corporate Customers • Create iPad Development Plan Risks & Dependencies • Bugs and issues that don’t get fixed in a timely manner • Not aligning to your customer’s wants and needs • Lack of dedicated development resources • Application and Feature creep during release cycles • Multiple Platforms and releases increases level of complexity Duration • 6 to 9 Months Phase 2: Maintain & Augment the Current Mobile Initiatives Focus: Keep momentum and maintain application integrity
  • 18 Scenario 1 Current Timeline based on past history and projected capacity. Scenario 2 Enhanced Team: Based on increased resource capacity Scenario 3 Optimized Team: Based on increased resource capacity and budget allocation Application Release Timelines will be determined based on resource allocation and budget availability Minor Release Launch Optimization Major Release iPhone Android iPad New app / New feature New app / New Feature New app / New feature New app / New Feature New app / New Feature New app / New Feature New app / New Feature New app / New Feature
  • 19 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 Mobile Leader Mobile Product Manager Enterprise Architect Business Analyst Data Analyst Mobile Architect Application Developers 1 FTE 1 FTE Staffing Recommendations for Dedicated Mobile Team .25 FTE 1 FTE .25 FTE 1 FTE 1 FTE Variable – Based on Projects and Applications Potential Outsource In House Outsource
  • 20 Business Goals Marketplace OS Development Plan
  • Mobile Apps Business & Operations Marketing & IT Finance & ROI 21
  • Market •Conduct Competitive Analysis •Identify Driving Customer Needs •Discover the Simple Solution •Map the Complex Solution Strategy •Write Business Objectives •Determine the Critical Need •Measure the Effect on Portfolio Business •Write basic Business Case •Create simple Development Budget •Conduct Impact Analysis Planning •Develop Project Timeline •Create Promotional Plan Execution •Identify Developers •Commit Resources •Secure Budget Support •Determine Lifecycle •Plans for Sunset
  • 23 Nov 12 Dec 12 Jan 13 Feb 13 Mar 13 Apr 13 May 13 Jun 13 Jul 13 Aug 13 Sep 13 Oct 13 Nov 13 Dec 13 Jan 14 iPhone Launch iPhone Minor Release iPhone Optimization Release iPhone Major Release Android Launch Android Minor Release Android Optimization Release Android Major Release iPad Launch iPad Minor Release iPad Optimization Release iPad Major Release Mobile Focal Updates Mobile Web Proposed Timeline for Application Release and Updates
  • Critical Success Factors • Absorb the Maintenance function into a formal process • Adopt a mobile-first approach for application development • Creation of a dedicated mobile budget similar to • Strategic Executive Focus • Management of multi-application portfolio • Utilize Business Intelligence data People • Establish a formal organizational Center of Excellence for Mobile (Outside Marketing?) • Leverage Mobile Consortium and get representation within (BLANK)Corporate. Process • Deploy User Centered Design process for application development • Measure application performance • Tie Mobile into overall Revenue Management strategy Technology • Evaluate new platforms for mobile applications based on market share and business impact • Assess disruptive technology for integration into mobile strategy • Incorporate Mobile into Affiliate Management Strategy Risks & Dependencies • Lack of strategic priority • Not maintaining a formal mobile team • Failure to keep up with updated technology • Failure to keep Product Roadmap refreshed Duration • Ongoing Phase 3: Innovate Focus: Durable Competitive Advantage
  • Addendum
  • 64% of smartphone owners shop online 115.8 Million Smartphones by end of 2012 57% will not recommend business with poorly designed mobile site 50% of shoppers use GPS to find store 34% download a retailers app they frequent 2/3 of Adults Sleep with phone in bed or next to it. 18-29 increases to 90%
  • 0 2 4 6 8 10 12 With the popularity of smartphones, mobile data usage will grow 8 folds by 2016
  • 397 575 775 950 1175 1375 1500 1750 1950 1150 1225 1300 1375 1450 1550 1600 1650 1675 0 500 1000 1500 2000 2500 2007 2008 2009 2010 2011 2012 2013 2014 2015 Mobile Internet Users Desktop Internet Users
  • 62.6 93.1 115.8 137.5 157.7 176.3 192.4 26.90% 39.20% 47.70% 55.50% 62.50% 68.80% 74.10% 20.20% 29.70% 36.60% 43.10% 48.90% 54.20% 58.50% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 50 100 150 200 250 2010 2011 2012 2013 2014 2015 2016 Smartphone Users % of mobile phone users % of population
  • Source: http://infographiclist.com/2 012/04/20/mobile-trends- q4-2011-infographic/
  • $0.8 $1.3 $2.1 $2.9 $3.9 $5.0 $0.0 $1.0 $2.0 $3.0 $4.0 $5.0 $6.0 $7.0 $8.0 National Local Source: http://www.marketi ngcharts.com/direct /local-to-account- for-two-thirds-of- mobile-ad-spend- in-2016- 21747/biakelsey- us-mobile-ad- revenues- april2012jpg/
  • 0 50,000,000 100,000,000 150,000,000 200,000,000 250,000,000 300,000,000 350,000,000 All Other Tablets iPads Source: Sybase April 2012
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