How do you define success for your enterprise applications? Research show only 25% of employee mobile projects and 22% of consumer ones are widely taken up by intended users.* Just because you build it – does not guarantee they will come. Just because you spend thousands of dollars on your enterprise apps does not mean you are guaranteed success. In these slides from a previously aired webinar learn: How to define App Success for both B2E and B2C apps How our customer CIO’s and CMO’s measure App Success How mobile apps can quantifiably transform your business (case study examples) How to gain control and visibility over your mobile strategy

1. Turning Mobile Apps Into Real
Business Opportunity & Success
Jim Somers August 16, 2012
Chief Marketing & Strategy Officer
Proprietary and Confidential. Do not distribute. © Copyright 2012 Antenna Software, Inc. All rights reserved.

2. WHAT WE‟RE ABOUT
Mobile Business Acceleration
• We help you turn the promise of mobile apps into business profits.
2 © Copyright 2012 Antenna Software, Inc. All rights reserved.

3. I DON‟T NEED TO TELL YOU
3 © Copyright 2012 Antenna Software, Inc. All rights reserved.

4. SETTING THE STAGE
“61% plan to enhance their
mobility capability during the
next 3 years.”
Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
4 © Copyright 2012 Antenna Software, Inc. All rights reserved.

5. YEAH, BABY!
5 © Copyright 2012 Antenna Software, Inc. All rights reserved.

6. FURTHERMORE …
“48% believe they will
become leaders in their
industries by adopting
innovative mobility solutions.”
Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
6 © Copyright 2012 Antenna Software, Inc. All rights reserved.

7. CAN I GET AN „AMEN‟?
7 © Copyright 2012 Antenna Software, Inc. All rights reserved.

8. BUT YET …
“Only 25% of employee mobile
projects and 22% of consumer
ones are widely taken up by
their intended users.”
Source: Antenna Business Mobile Forecast, 2012
8 © Copyright 2012 Antenna Software, Inc. All rights reserved.

9. WHATCHU TALKIN BOUT, JIM?
9 © Copyright 2012 Antenna Software, Inc. All rights reserved.

10. IT‟S NO “FIELD OF DREAMS”
Just because you build it …
doesn’t necessarily mean they will come (and stay).
10 © Copyright 2012 Antenna Software, Inc. All rights reserved.

11. IT‟S MORE LIKE …
If they like it …
… they will stay (for a little while).
11 © Copyright 2012 Antenna Software, Inc. All rights reserved.

12. APP COMPETITION IS GROWING
• Mobile application user base growing at a 36% CAGR.
• Mobile application downloads growing at a 55% CAGR.
12 © Copyright 2012 Antenna Software, Inc. All rights reserved.

13. APP USERS ARE DEMANDING …
―We want work apps that are as
exciting as the consumers ones.‖
―We want consumer apps that
aren’t buggy, slow, and stale.‖
―We want our apps to be
extensions of us – not the
device or the data!‖
13 © Copyright 2012 Antenna Software, Inc. All rights reserved.

14. THE „LAST MILE‟ IS CRITICAL
• The 2-ft between the device
screen and the user
• If users don’t see the value,
The “last they’re moving on.
mile” of
mobility • They ask: How can this help
me?
• No adoption = No success
• Competition only a flick away
14 © Copyright 2012 Antenna Software, Inc. All rights reserved.
14

15. BUT …
How do you know if your
app is achieving its
intended objective?
15 © Copyright 2012 Antenna Software, Inc. All rights reserved.

16. IT‟S WIDELY KNOWN
“You can‟t manage
what you can‟t
measure.”
16 © Copyright 2012 Antenna Software, Inc. All rights reserved.

17. BUT WHAT DO YOU MEASURE?
App Success IS Not About:
Is About:
• Higher revenues
# Downloads
• App Store Ratingemployees
More productive =
• ★★★★
More efficient processes
• Better brand image = ★
Competitor‟s Rating
• Happy customers
Pat on the back from boss
• Industry Awards
17 © Copyright 2012 Antenna Software, Inc. All rights reserved.

18. HOW DO YOU MEASURE SUCCESS?
… It depends on which side of the table you sit.
BU CIO
- Grow the business Through technology:
- Drive worker productivity - Improve process efficiency
- Maintain happy customers - Drive business transformation
- Build brand awareness - Unlock business value
18 © Copyright 2012 Antenna Software, Inc. All rights reserved.

19. CMO CIO
• I need to drive topline revenue • I need to drive innovation and
and business performance enable business performance
C-1 C-1
• I need to ―best‖ the competition • I need control, and to know that it
and better engage customers is scalable, stable and secure
C-2 C-2
• I need a partner I can trust and • I need a technology that is better
who understands my business than what I currently use
• I need someone quick & agile • It has to save me time/effort
Mobile Strategist
―Mobile
Committee‖
(Who wants what?)

20. WHAT DO YOU SEE?
HOW DO YOU
MEASURE SUCCESS?
20 © Copyright 2012 Antenna Software, Inc. All rights reserved.

21. IT‟S MORE THAN JUST APPS
It‟s About „Transforming Business‟
tactical strategic
a thing a vision
passive active
addresses problems creates opportunity
static always evolving
add on value add
21 © Copyright 2012 Antenna Software, Inc. All rights reserved.

22. TRANSFORMING THE RAILS
Published May 6, 2012
―The old manual ticketing process —
punching a hole in the ticket, putting
it in a pouch and then sending it to a
central location, where it is
eventually scanned and entered into
a database — was not very good at
tracking passengers on board
because of the delay between when
the ticket was checked and when it
was processed.‖
22 © Copyright 2012 Antenna Software, Inc. All rights reserved.

23. TRANSFORMING MANUFACTURING
Eaton, a large manufacturing company
sees a future where their entire sales
and service function is done on tablets:
• Search, spec and sell over 200K
hydraulic products via their iPads
• 1500+ pieces of product literature
• On demand content updates done
weekly for latest info
• 3-D models for 360 view of parts
―We are seeing a lot of success at the early stage, we know there
is ROI, just takes some time to analyze, document and report.‖
• Eric R. Stager, Product Manager, Web and Mobile Apps
23 © Copyright 2012 Antenna Software, Inc. All rights reserved.

24. LATHER, RINSE, REPEAT
• Real-time analytics tells us what is
“Mobile Applications Lifecycle”
working, and what is not.
• It closes the loop!
Analyze Design
Manage Build
Run Integrate
Publish
24 © Copyright 2012 Antenna Software, Inc. All rights reserved.

25. THE IMPORTANCE OF ANALYTICS
―Analytics and testing capabilities
are increasingly important, not
only for B2C requirements … but
also in B2E ...‖
Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
25 © Copyright 2012 Antenna Software, Inc. All rights reserved.

26. SMALLER WINDOW, BETTER VISIBILITY
Operations Supply Chain
Insights Insights
Employee Sales
Insights Insights
Business
Insights
Point-of-Sale
Insights Marketing
Insights
Brand Customer
26
Insights Insights
© Copyright 2012 Antenna Software, Inc. All rights reserved.

27. PARTING THOUGHTS
1. It‟s ultimately about improving the customer
experience
2. It‟s about differentiating based on service
3. It‟s about looking at your business through the eyes of
the customer
4. It‟s about identifying “blind spots” of opportunity in the
business
5. It‟s about using mobile to mine more value from
current channels
27 © Copyright 2012 Antenna Software, Inc. All rights reserved.

28. ABOUT US
Background • Headquartered in Jersey City, NJ How We Do It AMPchroma™
• Offices in Boston, Toronto, Guildford, • The industry’s first cloud platform for
Krakow, Bangalore, Seoul & Hong Kong managing the entire mobile lifecycle.
• It turns the promise of mobile into profits.
What We • Antenna Deploys Happiness
Do
• Mobile internet and apps specialist Who We Do It • 75 Global 1000 clients
For
• Broadest portfolio of employee-facing and • Coca-Cola, Hallmark, Home Depot, HSBC,
customer- facing mobile apps J&J, Merck, NASA, Telenor, Wal-Mart and
Xerox
• Powered by AMP - a best-in-class mobile
enterprise application platform (MEAP) Investors • North Bridge, Polaris, Commonwealth and
Investor Growth Capital
28 © Copyright 2012 Antenna Software, Inc. All rights reserved.

29. Thank You
© Copyright 2011 Antenna Software, Inc. All rights reserved.