Where are you inyour mobile
maturity? Jeff Haynie

Jeff Haynie @jhaynie

Founded in 2007130 EmployeesMountain View,CA
HQ,Offices in London, Tokyo$31.5M -Mayfield, Translink, Storm,Sierra, eBay, RedHat2011 Magic Quadrant for MobileConsumer Application Platforms: Visionary

Mobility willchangehumanity

Mobile was easy in 2007

Still an Apple world in
2008

Winds ofAndroid change

The iPad hit.So did Android.

Desktop MobileDecember 2010Mobile Out ShipsDesktop

2012Mobile ChaosReigns

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 modelPresentation Logic Data

Building Your Mobile Strategy:5 Key
Questions1) 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 ObjectivesOption A
Option BI need my iPhone app! Grow revenuePort website to app Drive down costOutsource everything Extend businessMonthly time horizon Engage mobile customers Multi month time horizon

Step 2: Three-year outlook Number
of projects ComplexityScope your needsand determineplatforms Step 3: Platforms

Step 4: Identify Your Business
ModelsGo 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 InnovationPerspectivesCustomer Inform Engage TransactPlatforms 1 2 All Major PlatformsPeople Outsourced Mix In-House Reusable Modular Integrated MobileTechnology Native Components Platform

Building a Mobile StrategyMobile 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