1. The Mobile Native Cloud
www.middleband.org
© 2013
Client Cloud Content Context
by Mark Sigal

2. About Me
Platform Builder: Hardware Devices (Tribe), Management Systems (Rapid Logic),
OnlineVideo (vSocial), Social Networking (Me.com), Mobile Apps (Unicorn Labs)
Real-World Anchored: Diverse customer base (Macmillan, Disney, Ford, IBM, K-12)
Co-Creation Model: Proven, replicable approach to outcome-driven innovation
MIDDLEBAND, Inc. - © 2013
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3. The Big Picture: An Era of Disruption
Signals the Dawn of a New Age
“It is August, 1927, and Al Jolson is industriously, unwittingly, engaged in the destruction of
one great art form and the creation of another…In four short years, the ‘talkie’ will
completely subsume the silent movie.” – from ‘The Speed of Sound’ by Scott Eyman
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4. Understanding Waves of Computing
MIDDLEBAND, Inc. - © 2013
Each wave of computing changes how applications
are MADE, the ECONOMY that drives them,
and our concept of what they can BE.
Mainframe: Batch jobs, complex number crunching
PC: Desktop applications, client-server scale computing
Web: Web based services, Internet scale economy
Post - PC: Composite applications built around client + cloud;
native experiences are push-button programmable for multiple screens

5. The Mobile Native Cloud Re-Thinks
Content as Dynamic, Data-Driven & Agile
• Client + Cloud Hybrid: Built around an intelligent runtime model that partitions local ‘client-side’
application logic, and remote ‘cloud-side’ content, settings and layout.
• Application Templates: Runtimes can support 1000s of content-driven “workflows,” which can
be Games,Activities, Interactive Media, Puzzles, Information Feeds, Calculators, etc.
• Data-Driven: Instrumentation of app logic fuels personalization, rewards, analytics & assessment.
• Card Centric:Templates are structured as ‘card-like’ entities, meaning new apps are assembled like
a deck of cards.Abstraction enables templates to be re-purposed without engineering.
• Social: Cards are share-able between peers, enabling new forms of viral distribution.
MIDDLEBAND, Inc. - © 2013

6. What are Cards?
A ‘Universal’ Media Container Format
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• Broad Adoption:Twitter, Google,Apple, Facebook, LinkedIn all embracing this approach.
• Well-Defined Card Types: Photos,Videos, News Items, Maps, Offers, Recommendations.
• Messages with Payloads: Message-oriented services are the new distribution channel;
cards are messages with a Presentation Layer, Payload Player, and Social + Analytics handles.
• Cross-Platform + Portable: Cards are shareable + model is extensible to iOS,Android
& HTML (fits within the logic and flow of Touch,Text andVoice-Driven Services).

7. • Deep Content: Inspired by trusted early learning series brand -- 100M+ books sold
• Unified System: Storefront >> Personalized Play >> Rewards >> Assessment
• Dynamic Fun: Hundreds of games, millions of outcomes; hosted by animated dog
• Jaw-dropping Conversion Rates: 20% of free users convert to paid users!
Case Study: Macmillan Publishing
Early Learning Series + Storefront
MIDDLEBAND, Inc. - © 2013
The fact that an enterprise-scale solution built on this model has been
‘in the wild’ for some time, underscores the viability of the approach.

8. Why Now?
Proprietary Content is the New Real Estate
MIDDLEBAND, Inc. - © 2013
Commoditization of content has translated to a slow death in multiple
industries, while those with differentiated content grow and thrive.

9. Who Needs This?
B2C Content Marketing
• Retail Chains (Starbucks; Home Depot;Target)
• Fashion (Nike;Abercrombie & Fitch; Gap; Harley-Davidson)
• Consumer Products (P&G; Johnson & Johnson; Unilever; PepsiCo)
• Media Brands (Disney;Time-Warner; Comcast; News Corp.)
Companies that have well-honed brand narratives, multiple product
offerings, young audiences and/or a geographically disperse footprint:
MIDDLEBAND, Inc. - © 2013

10. B2C Content Marketing Market
Companies are looking for native marketing formats that achieve the
balance between acquisition, engagement, retention and awareness.
MIDDLEBAND, Inc. - © 2013

11. Who Needs This?
Mobile Native Training + eLearning
• Retail Chains (Starbucks; Home Depot; Macy’s)
• Technical Sales (Cisco; Oracle; HP; DuPont; IBM; Merck)
• Indirect Channels (P&G; Caterpillar; GE; PepsiCo)
• Financial Services (Wells Fargo; Chase; Liberty Mutual)
Companies that have lots of remote employees, young employees,
complex product offerings and/or diversified channels:
MIDDLEBAND, Inc. - © 2013

12. Corporate Training Market
• Big Market: $60B/year spent on corporate training ($800-1,021 per employee)
• Tech Enabled Learning: One-third instructor led, two-thirds tech enabled
• Era of Continuous Learning: Specialized skills, multi-domain enrichment,
multiple career tracks, institutionalizing best practices
• Informal Learning: Spending doubled (relative to 12%YOY spend increases)
Percent of Training Spending Allocated to Learning Tools and Technologies
MIDDLEBAND, Inc. - © 2013

13. Concluding Thoughts
• 10 Billion Device Disruption: Post PC driving innovation across Client AND Cloud
• A Series of Game Changers: iPhones, iPads, Chromecasts & Netflix are Emblematic
• Market-Driven, Iterative Approach: Mobile Native Cloud represents a Fresh Take
• Comprehensive Platform: The model includes Core System + Application Templates
+ Storefront + Cloud based Content Management System (CMS)
eBooks
2010
eLearning
2012
Games + Exercises
2011
Mobile Native Cloud
2013
Evolution of a systems model
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14. The Middleband Project
http://www.middleband.org
Connect.