This document outlines a go-to-market strategy for a mobile browser-based application, including a SWOT analysis, target market identification, distribution channels, and partnering strategies. It emphasizes the importance of authentic customer communication and innovative distribution methods, particularly through carrier partnerships. The document also highlights the competitive landscape, particularly in relation to Apple's success in the mobile market.

1. CASE STUDY „MOBILE APPLICATIONS“
„iPhone, Android, and all the others“
by Roland Sigmond
May 20th, 2010
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

2. AGENDA
1. Assignment
2. SWOT‐Analysis
3. Finding Target Markets
4. Distribu1on channels
5. Partnering strategies
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

3. 1. THE ASSIGNMENT
• Create a go-to-market strategy for a global software and services
company that is planning to release a mobile browser based application
globally
• Focus on helping define
– Target markets
– Distribution channels
– Partnering strategies
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

4. 2. BROWSER BASED MOBILE APPLICATION
SWOT-analysis for browser based mobile apps.
By using browser based mobile applications the app-market grows from millions to billions.
This is impossible with current proprietary solutions.
Strengths Weaknesses
‐ By‐pass proprietary app‐stores like iTunes ‐ Standards have to be established yet
‐ No need to install, just view in browser ‐ Very differing devices: screen resolu1ons,
‐ One app and mul1 plaLorm compa1ble keyboards (buTons, touch‐interfaces), carriers
(Handsets, PC)
Opportuni2es Threats
‐ 3 Billion mobile devices as poten1al market ‐ Different types of mobile browsers
‐ With Javascript APIs even GPS‐modules on ‐ Already a huge amount of proprietary apps
mobile devices can be accessed. More to come. exis1ng. Migra1on‐willingness?
‐ All you will need to view HTML5 on mobile:
A browser. Unlike Flash: Plugin
‐ Entry barriers for developers are lower
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

5. 3. FINDING TARGET MARKETS
The key of the go-to-market strategy is the customer.
Understanding the new power of the socially connected customers is essential for success.
It is absolutely neccessary that communication is authentic.
• Communication
In order to succeed your company must have an authentic
communication
• Knowledge
Excellent knowledge about target market
• Relationship
Open relationship with your target market enables you to get:
– Very valuable and genuine information about their motivations, behaviors, desires...
– Not only buyers, but fans
– Free buzz across all social media platforms
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

6. 3. FINDING TARGET MARKETS
The key of the go-to-market strategy is the customer.
Five steps how to find the target market almost on autopilot.
1. ATrac1on • ScaTer relevant informa1on
2. Scarcity • Limit admission to beta‐version
3. Beta • Authen1c dialogue with early adopters during beta‐phase
4. Reward • Just before the official launch reward the users
5. Launch • Consumers are fans already
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

7. 4. DISTRIBUTION CHANNELS
Innovative use of channel distribution is essential
App-store fragmentation is a big problem – but it is also a huge opportunity.
Consequence
Situa1on now
Opportunity
Fragmenta1on Many Developers are
of proprietary handhelds are looking for
app stores unaccessible ways of direct
for developers distribu1on
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

8. 4. DISTRIBUTION CHANNELS
Innovative use of channel distribution is essential
The distribution process is devided in two phases to accomplish optimum results.
• Beta-Phase, Now-fall 2010
– Develop web app in HTML 5
– Host app on own servers
– Build cooperation with Wholesale Applications Community (WAC) and use your
software and services compentences to become a leading part of the project
• Release-Phase, Starting fall 2010
– Portation to the universal BONDI platform used by WAC
– When WAC becomes available in the beginning of 2011 the app can be distributed
across multiple devices simultaneously
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

9. 5. PARTNERING STRATEGIES
Select partners are very important.
The most important partners will be the carriers.
• Wholesale Applications Community
– As part of WAC there is already a pool of partners to cooperate with:
T-mobile, AT&T, Vodafone, Samsung, Verizon, Telefonica, Sprint, LG, etc.
• Weaknesses = Opportunities
– Every cellphone must have a carrier
– But not every cellphone manufacturer has its own appstore
• Cooperation with the carriers
– Because they will be the gateway to all the WAC-apps – and your app:
• Carriers have all contacts to customers
(T-mobile alone has 150 Million customers worldwide vs. sold iPhones so far:
approx. 8 Million)
• Trusted billing mechanisms are already established
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

10. 6. IMPORTANT LAST THINGS
Understand the market and the people.
Apple still does a lot of things right. Learn and make it better, or totally different
• Don‘t let the carriers rule WAC
– They are slow and nobody likes them
• Apple
– Strategical and business decicisons are important, but in the end one question is the
most important:
How to compete with Apple‘s sexyness?!
– Apple‘s success derives from: Design, usability and myth
• Open up!
– Don‘t just stick to the rules in the book. Break them.
Be honest and try to create a great service
–
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.

11. 6. IMPORTANT LAST THINGS
Understand the market and the people.
Apple still does a lot of things right. Learn and make it better, or totally different
Feel free to use this presentation as you wish.
Please write me what you think!
Roland Sigmond
post@rolandsigmond.com
Roland Sigmond - www.rolandsigmond.com
CreativeCommons. Use it, share it, edit it.