Keynote presentation by Jeff Haynie for the SoCon12 conference in Atlanta, GA at Kennesaw University on February 4, 2012.

1. Where are you in
your mobile maturity?
Jeff Haynie

2. Jeff Haynie
@jhaynie

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

4. Mobility will
change
humanity

8. Mobile was easy in 2007

9. Still an Apple world in 2008

10. Winds of
Android change

11. The iPad hit.
So did Android.

12. Desktop Mobile
December 2010
Mobile Out Ships
Desktop

13. 2012
Mobile Chaos
Reigns

17. Source: Flurry,
comScore, Alexa

18. Source: IDC

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