1<br />Altimeter Group Webinar<br />October 18, 2011<br />Chris Silva<br />Industry Analyst, Mobile<br />Getting To Mobile...
Mobile Is Increasingly Users’ Preferred Computing Platform<br />© 2011 Altimeter Group<br />
3<br />The cost, technology and utility of smartphones drives their majority among mobile phones. The average Android devi...
4<br />Barriers To Mobile Adoption Come Crashing Down<br />$.08 <br />Effective cost/MB <br />Q1, 2011*<br />$.14 <br />Ef...
5<br />Barriers To Mobile Adoption Come Crashing Down<br />$.08 <br />Effective cost/MB <br />Q1, 2011*<br />$.14 <br />Ef...
6<br />Barriers To Mobile Adoption Come Crashing Down<br />$.08 <br />Effective cost/MB <br />Q1, 2011*<br />$.14 <br />Ef...
More capable devices, heavier usage<br />7<br />The only OS declining in bandwidth consumption is the one that’s discontin...
8<br />Mobile interaction becomes deeper, more ingrained<br />This was 37% in May, 2011, and below 30% in October, 2010<br />
9<br />People can’t buy smartphones fast enough<br />iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest s...
10<br />People can’t buy smartphones fast enough<br />
Holiday will be a big test for mobile strategy as device dependency increases<br />11<br />Almost half of holiday shoppers...
 “Getting To Mobile” Isn’t A Strategy<br />© 2011 Altimeter Group<br />
Mobile Strategy Takes One Of Three Paths<br />13<br />
Customer facing apps, look at the entire experience<br />14<br />
15<br />
Enrich: Driving revenue through mobile transactions<br />16<br />
Customer facing apps, look at the entire experience<br />17<br />Enrich<br />
Enrichmentdone right, over 3M have paid with Starbucks mobile app<br />18<br />The mobile card program was tested in 2009,...
Enrichment done wrong, playing up the limitations of mobile<br />19<br />Users must download all catalog content, a situat...
Complexity of task increases complexity of rollout, deepens ROI<br />20<br />Taking data like credit card info from the fi...
Complexity and return mirror feature depth<br />Complexity<br />Return<br />21<br />
Complexity and return mirror feature depth<br />Complexity<br /><ul><li>Exploratory
Existing content
Non transactional</li></ul>Return<br />22<br />
Complexity and return mirror feature depth<br /><ul><li>Interactive, multi channel
Heavily transactional
New content</li></ul>Complexity<br />Return<br />23<br />
24<br />
Engage: Driving customer interaction via mobile interaction<br />25<br />
Customer facing apps, look at the entire experience<br />26<br />Engage	<br />Engage	<br />
Engagement: North Face utility app Snow Report (and Trailhead) engage with its target<br />27<br />Snow Report users view ...
28<br />
Enrich: Driving revenue through mobile transactions<br />29<br />
30<br />Mobile data access model<br />Access: No local data<br />Gather: Limited local data<br />Create: Secure local data...
31<br />Mobile Data Access Model: Access<br />Access: No local data<br />Enterprise Security<br />Gather: Limited local da...
32<br />Mobile Data Access Model: Gather<br />Access: No local data<br />Gather: Limited local data<br />VPN<br />Create: ...
33<br />Mobile Data Access Model: Create<br />Access: No local data<br />Gather: Limited local data<br />Create: Secure lo...
Access: No local data<br />Gather: Limited local data<br />Create: Secure local data<br />34<br />Mobile Data Access Model...
Taking communication and access to mobile is ready today<br />Whether deploying new captial to add devices to the workplac...
Sharing and communicating on mobile is the focus of many vertical app strategies<br />36<br />Epocrates provides “Continui...
Choose your goals, then your strategy<br />© 2011 Altimeter Group<br />
What are you seeking to accomplish?<br />Reaching customers – are you looking to focus on transaction metrics or softer, e...
The “three e’s” are not mutually exclusive, but development resources are often scarce.<br />Be inclusive in platform supp...
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AG mobile strategy webinar oct2011 c silva

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Altimeter Group webinar on October 18, 2011 with mobile analyst Chris Silva. Slides from "Three Paths To Mobile Strategy" webinar.

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AG mobile strategy webinar oct2011 c silva

  1. 1. 1<br />Altimeter Group Webinar<br />October 18, 2011<br />Chris Silva<br />Industry Analyst, Mobile<br />Getting To Mobile: 3 Paths For Mobile Strategy<br />
  2. 2. Mobile Is Increasingly Users’ Preferred Computing Platform<br />© 2011 Altimeter Group<br />
  3. 3. 3<br />The cost, technology and utility of smartphones drives their majority among mobile phones. The average Android device owner spends 2x more time on apps than using the web.<br />
  4. 4. 4<br />Barriers To Mobile Adoption Come Crashing Down<br />$.08 <br />Effective cost/MB <br />Q1, 2011*<br />$.14 <br />Effectivecost/MB Q1, 2010*<br />* Source: Nielsen<br />** Source: Gartner<br />*** Source: Pyramid Research<br />
  5. 5. 5<br />Barriers To Mobile Adoption Come Crashing Down<br />$.08 <br />Effective cost/MB <br />Q1, 2011*<br />$.14 <br />Effectivecost/MB Q1, 2010*<br />1+GHz processor, dual core<br />512MHz processor, single core§<br />* Source: Nielsen<br />** Source: Gartner<br />*** Source: Pyramid Research<br />
  6. 6. 6<br />Barriers To Mobile Adoption Come Crashing Down<br />$.08 <br />Effective cost/MB <br />Q1, 2011*<br />$.14 <br />Effectivecost/MB Q1, 2010*<br />1+GHz processor, dual core<br />512MHz processor, single core§<br />172M<br />Smartphone units sold, 2009**<br />1.5B Forecast smartphone sales, 2011***<br />* Source: Nielsen<br />** Source: Gartner<br />*** Source: Pyramid Research<br />
  7. 7. More capable devices, heavier usage<br />7<br />The only OS declining in bandwidth consumption is the one that’s discontinued<br />
  8. 8. 8<br />Mobile interaction becomes deeper, more ingrained<br />This was 37% in May, 2011, and below 30% in October, 2010<br />
  9. 9. 9<br />People can’t buy smartphones fast enough<br />iPhone 4s: 4M devices in its first weekend, bests Kinect as fastest selling device ever!<br />
  10. 10. 10<br />People can’t buy smartphones fast enough<br />
  11. 11. Holiday will be a big test for mobile strategy as device dependency increases<br />11<br />Almost half of holiday shoppers in 2011 will be looking for last minute stores and gifts via mobile, will you be there?<br />
  12. 12. “Getting To Mobile” Isn’t A Strategy<br />© 2011 Altimeter Group<br />
  13. 13. Mobile Strategy Takes One Of Three Paths<br />13<br />
  14. 14. Customer facing apps, look at the entire experience<br />14<br />
  15. 15. 15<br />
  16. 16. Enrich: Driving revenue through mobile transactions<br />16<br />
  17. 17. Customer facing apps, look at the entire experience<br />17<br />Enrich<br />
  18. 18. Enrichmentdone right, over 3M have paid with Starbucks mobile app<br />18<br />The mobile card program was tested in 2009, and found to be the fastest way for customers to pay. It’s available at 9000 stores. Customers purchase credit via PayPal or credit card.<br />
  19. 19. Enrichment done wrong, playing up the limitations of mobile<br />19<br />Users must download all catalog content, a situation exacerbated when relying on a carrier network vs. wifi<br />
  20. 20. Complexity of task increases complexity of rollout, deepens ROI<br />20<br />Taking data like credit card info from the field introduces more complexity and security requirements for the mobile device, how it is managed and how information is transacted.<br />
  21. 21. Complexity and return mirror feature depth<br />Complexity<br />Return<br />21<br />
  22. 22. Complexity and return mirror feature depth<br />Complexity<br /><ul><li>Exploratory
  23. 23. Existing content
  24. 24. Non transactional</li></ul>Return<br />22<br />
  25. 25. Complexity and return mirror feature depth<br /><ul><li>Interactive, multi channel
  26. 26. Heavily transactional
  27. 27. New content</li></ul>Complexity<br />Return<br />23<br />
  28. 28. 24<br />
  29. 29. Engage: Driving customer interaction via mobile interaction<br />25<br />
  30. 30. Customer facing apps, look at the entire experience<br />26<br />Engage <br />Engage <br />
  31. 31. Engagement: North Face utility app Snow Report (and Trailhead) engage with its target<br />27<br />Snow Report users view weather and snow updates, as well as tweets from and about their favorite resorts.<br />
  32. 32. 28<br />
  33. 33. Enrich: Driving revenue through mobile transactions<br />29<br />
  34. 34. 30<br />Mobile data access model<br />Access: No local data<br />Gather: Limited local data<br />Create: Secure local data<br />Data<br />Collaborate: Full function<br />
  35. 35. 31<br />Mobile Data Access Model: Access<br />Access: No local data<br />Enterprise Security<br />Gather: Limited local data<br />Create: Secure local data<br />Network Access<br />Compatible<br />Platform<br />Collaborate: Full function<br />
  36. 36. 32<br />Mobile Data Access Model: Gather<br />Access: No local data<br />Gather: Limited local data<br />VPN<br />Create: Secure local data<br />Database Storage<br />GPS<br />Collaborate: Full function<br />
  37. 37. 33<br />Mobile Data Access Model: Create<br />Access: No local data<br />Gather: Limited local data<br />Create: Secure local data<br />Device Security<br />Image/Video<br />Collaborate: Full function<br />
  38. 38. Access: No local data<br />Gather: Limited local data<br />Create: Secure local data<br />34<br />Mobile Data Access Model: Collaborate<br />Desktop <br />Access<br />Personal<br />Apps<br />Collaborate: Full function<br />
  39. 39. Taking communication and access to mobile is ready today<br />Whether deploying new captial to add devices to the workplace or taking advantage of users’ devices, access is increasingly easier to solve<br />35<br />
  40. 40. Sharing and communicating on mobile is the focus of many vertical app strategies<br />36<br />Epocrates provides “Continuing Medical Education” to healthcare professionals, who can compare answers with experts and community members.<br />
  41. 41. Choose your goals, then your strategy<br />© 2011 Altimeter Group<br />
  42. 42. What are you seeking to accomplish?<br />Reaching customers – are you looking to focus on transaction metrics or softer, engagement metrics?<br />Who is the customer? <br />Where are their needs not being met?<br />Empowering internal users – what are the constituencies you seek to serve?<br />Different groups will need differing features.<br />Features and complexity will have a tight coupling.<br />What is the endgame?<br />38<br />
  43. 43. The “three e’s” are not mutually exclusive, but development resources are often scarce.<br />Be inclusive in platform support, or draw a line to support x, and an alt strategy for all others.<br />Convergence, what other programs can help?<br />Customer-facing: loyalty, ecommerce, social<br />Internal-facing:training, networking and communications<br />Asset sharing and coordinated strategy and hybrid development are hallmarks of strong strategy.<br />Choosing strategy<br />39<br />
  44. 44. 40<br />3 Paths To Mobile Strategy, Which Are Yours?<br />
  45. 45. 41<br />Upcoming research<br />Santa’s Little Helpers: Mobile Retail Strategy For Holiday 2011<br />November, 2011<br />Interaction of Mobile and Social<br />Spring, 2012<br />Entrust: Finding Partners For B2B Mobile Success<br />January, 2012<br />
  46. 46. 42<br />THANK YOU<br />Chris Silva<br />Industry Analyst, Mobile<br />csilva@altimetergroup.com<br />makemobilework.com<br />Twitter: 802dotchris<br />
  47. 47. 43<br />ABOUT US<br />Altimeter Group is a research-based advisory firm that helps companies and industries leverage disruption to their advantage. <br />Visit us at http://www.altimetergroup.com or contact info@altimetergroup.com.<br />

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