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

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

Source: Flurry,
comScore, Alexa

Source: IDC

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? ✔

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