8 Steps to Scaling Your Mobile Strategy

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Companion slides to the Webcast: "8 Steps to Scaling Your Mobile Strategy"

The webcast describes how smart organizations are using mobile to enhance customer relationships. By reviewing the slides and watching the webcast recording, you'll learn:

- Why mobile adds value to customer relationships
- Secrets of apps that get used every day
- How to design success into your first app
- Techniques that enable your existing development team to support multiple platforms, apps and businesses through an integrated mobile platform

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8 Steps to Scaling Your Mobile Strategy

  1. 1. 8 Steps to Scaling Your Mobile Strategy Scott Schwarzhoff VP, Marketing & Developer Relations sschwarzhoff@appcelerator.com
  2. 2. Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that? How can mobile add value to my customer relationships? How do I build a scalable mobile strategy?Appcelerator enables businesses to transform theircustomer relationships and empower theirmobile workforce through rapid innovation and ascalable mobile platform
  3. 3. Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that? How can mobile add value to my customer relationships? How do I build a scalable mobile strategy?
  4. 4. Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that? How can mobile add value to my customer relationships? How do I build a scalable mobile strategy?
  5. 5. FRAGMENTATION IN EVERY LAYERMultiple Skill SetsMultiple DevicesMultiple PlatformsMultiple Clouds PaaS Enterprise SaaS
  6. 6. MOBILE MATURITY MODEL
  7. 7. MOBILE MATURITY MODEL:CUSTOMER EXPERIENCE
  8. 8. Case Study: NBC h"p://www.appcelerator.com/partners/case-­‐studies/  http://www.appcelerator.com/partners/case-studies/
  9. 9. Customer Experience Evolution Jay Leno Jimmy Fallon NBC = #1 App! (iPhone) (iPhone & Android) (iPad, iPhone & Android)OBJECTIVES Reach Reach, Reach, Engagement, Engagement Loyalty, & Monetization
  10. 10. DISCUSSIONWhat are your top business challenges and how doesmobile (RELM) help solve them?What is the ‘utility’ of your brand?Business goals for mobile now (Maturity Model)? In 12months?
  11. 11. DISCUSSIONSocial habits of your target customer?What new customer groups would you like to reach?Plans for loyalty programs?Interest in ‘specialty’ apps targeted at sub-groups?
  12. 12. MOBILE MATURITY MODEL:PLATFORM DEVELOPMENT
  13. 13. DISCUSSIONPlatform priorities for reaching target segment?Potential of tablets?Role of mobile web?
  14. 14. MOBILE MATURITY MODEL:DEVELOPMENT STAFF
  15. 15. DISCUSSIONSkillset and bandwidth of internal resources?Desired timeframe for bringing development in-house?Desired ‘SLA’ between mobile business owners & thoseresponsible for development & delivery?
  16. 16. MOBILE MATURITY MODEL:TECHNOLOGY
  17. 17. DISCUSSIONWhat data needs to be flowing in and out of the app?Where does that data live? How is it exposed today?What ‘components’ need to be consistent across apps?
  18. 18. ENTERPRISE MOBILE CLOUD PLATFORM
  19. 19. ENTERPRISE MOBILE CLOUD PLATFORM
  20. 20. ENTERPRISE MOBILE CLOUD PLATFORM
  21. 21. MOBILE MATURITY MODEL:WHERE’S YOUR COMPANY TODAY?
  22. 22. Case Study: NBCBUSINESS CHALLENGE100 digital properties = digital content complexityNeed to own mobile app strategy in-houseTactical, one-off, not scalable approach to mobileCross-platform mandate: iPhone, iPad, Android Phone,Android Tablet, Google/Apple TV
  23. 23. Case Study: NBCSOLUTION: APPCELERATOR TITANIUM PLATFORMAND TITANIUM+PLUSCommon NBC APIs across all OSes/devices Photo, blog, news feeds, show schedules myNBC social sharing and comments Reusable web services, DART advertising, Omniture analyticsAppcelerator Titanium 97% code reuse across iOS, Android 80% cost, time-to-market reduction Centrally managed by NBC.com team
  24. 24. NBC’S MOBILE STRATEGY EVOLUTION Exploration Acceleration Innovation Reach, Engagement,Objectives Reach Reach, Engagement Loyalty, & Monetization Project Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android Moderate / custom UI, Complex / 50 fully Frontend Simple / web-like social, camera native components Moderate / module development Complex / fully integrated Backend Simple / available (ex: Omniture) across disparate systems
  25. 25. IN SUMMARY Innovate Rapidly Scale to any deviceControl your mobile destiny
  26. 26. NEXT STEPS•  Mobile Strategy Workshops•  Mobile App Development Workshops•  Developer Training and Certification•  Application Development Services sales@appcelerator.com (877) 909-4589
  27. 27. Scott SchwarzhoffVP, Marketing & Developer Relations sschwarzhoff@appcelerator.com

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