SoCon 12 : Where are you in your mobile maturity?

Jeff Haynie
Jeff HaynieCo-Founder and CEO at Pinpoint
Where are you in
your mobile maturity?


        Jeff Haynie
Jeff Haynie
 @jhaynie
Founded in 2007

130 Employees

Mountain View,CA HQ,
Offices in London, Tokyo

$31.5M -
Mayfield, Translink, Storm,
Sierra, eBay, RedHat


2011 Magic Quadrant for Mobile
Consumer Application Platforms: Visionary
Mobility will
change
humanity
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
Mobile was easy in 2007
Still an Apple world in 2008
Winds of
Android change
The iPad hit.

So did Android.
Desktop   Mobile



December 2010
Mobile Out Ships
Desktop
2012
Mobile Chaos
Reigns
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
Source: Flurry,
comScore, Alexa
Source: IDC
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
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 model


Presentation




  Logic




  Data
Building Your Mobile Strategy:
5 Key Questions

1) 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 Objectives



Option A                    Option B
I need my iPhone app!       Grow revenue
Port website to app         Drive down cost
Outsource everything        Extend business
Monthly time horizon        Engage mobile customers

                            Multi month time horizon
Step 2: Three-year outlook

                   Number of projects
                   Complexity
Scope your needs
and determine
platforms          Step 3: Platforms
Step 4: Identify Your Business Models
Go 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        Innovation

Perspectives


Customer            Inform          Engage             Transact



Platforms              1                2          All Major Platforms



People             Outsourced         Mix              In-House


                                Reusable Modular    Integrated Mobile
Technology           Native       Components             Platform
Building a Mobile Strategy
Mobile 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?

        ✔
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
SoCon 12 : Where are you in your mobile maturity?
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?

        ✔                   ✔
Thank you!
   Jeff Haynie
    @jhaynie
1 of 38

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SoCon 12 : Where are you in your mobile maturity?

  • 1. Where are you in your mobile maturity? Jeff Haynie
  • 3. Founded in 2007 130 Employees Mountain View,CA HQ, Offices in London, Tokyo $31.5M - Mayfield, Translink, Storm, Sierra, eBay, RedHat 2011 Magic Quadrant for Mobile Consumer Application Platforms: Visionary
  • 8. Mobile was easy in 2007
  • 9. Still an Apple world in 2008
  • 11. The iPad hit. So did Android.
  • 12. Desktop Mobile December 2010 Mobile Out Ships Desktop
  • 21. 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?
  • 22. The Need for a Mobile Strategy Yesterday Today 3-tier centralized web architecture Cloud connected app centric model Presentation Logic Data
  • 23. Building Your Mobile Strategy: 5 Key Questions 1) 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?
  • 24. Step 1: Define Objectives Option A Option B I need my iPhone app! Grow revenue Port website to app Drive down cost Outsource everything Extend business Monthly time horizon Engage mobile customers Multi month time horizon
  • 25. Step 2: Three-year outlook Number of projects Complexity Scope your needs and determine platforms Step 3: Platforms
  • 26. Step 4: Identify Your Business Models Go 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
  • 27. Step 5: Build a Mobile Strategy Mobile Maturity Model Exploration Acceleration Innovation Perspectives Customer Inform Engage Transact Platforms 1 2 All Major Platforms People Outsourced Mix In-House Reusable Modular Integrated Mobile Technology Native Components Platform
  • 28. Building a Mobile Strategy Mobile Maturity Model: 2011 vs. 2010
  • 29. 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? ✔
  • 37. 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? ✔ ✔
  • 38. Thank you! Jeff Haynie @jhaynie

Editor's Notes

  1. Nolan and I founded Appcelerator 4 years agoOur mission has always been to enable developers to be able to build next generation applications at web speed3 years ago, we packed our bags and moved our family and friends to Silicon Valley to pursue this dream