This is part 3 of the "Fragmented Mobile Ecosystem" decks I've done over the last 7 years. This 2017 version focuses on the journey of an entrepreneur, the state of mobile development today, where are we at (and going) and the journey of pivoting a young startup as iPhone and Android stunned the mobile world in Fall 2008. Presented at Mobile Monday Calgary #30, it also includes some advice for entrants in the technology field... and lastly it covers some resources that are available; developers networks, public funding and grants, Mobile Monday global. In the first deck of 2009, I look at the early mobile platform wars: http://www.slideshare.net/stebankag/wi-tec-stephen-king-commercialization-challenges-of-mobile-software-development-in-a-fragmented-mobile-ecosystem-mob4hire In the second 2nd deck in 2012, I update for how the fragmented mobile ecosystem is affecting mobile enterprise development, and how enterprises are shifting billions of dollars to adopt mobile processes into the internal, customer and partner relationships. http://www.slideshare.net/stebankag/commercialization-challenges-of-enterprise-mobile-adoption-in-the-fragmented-mobile-ecosystem

1. WTF?
Commercialization Challenges of
Mobile Software Development in an
Exponentially Fragmenting Ecosystem
Stephen King, President
stephen@cmo4hire.com
@stephdokin
Riley Kearl, VP
riley@cmo4hire.com
@rileykearl
info@cmo4hire.com
Twitter: @CMODragonfly
Instagram: @CMO4Hire
facebook.com/cmo4hire
linkedin.com/company/cmo4hire
This presentation found at:
www.cmo4hire.com/mobile-development

2. Dec 2008. Official inauguration of MOMOYYC
Michael Bedu of MoMo Vancouver
Yari Tammisto
CEO & President since 2004, Helsinki

3. Thank you! #momoyyc30

4. Mobile Monday was founded in
Helsinki in 2000
115+ cities worldwide
Twitter: @Mob_Rulz

5. Tonight’s Chat
THE
MAGIC
OF
HOPE
THE
REALITY
OF
REVENUE
THE
WINDS
OF
CHANGE
THE
POWER
OF
PEOPLE

6. THE
MAGIC
OF HOPE

8. My Samsung S5 is
3 Million % faster
than my old Atari
400 computer

9. 33 years of turning bits into gold with great teams

10. Since 2010
Co-Founder, Director Co-Founder

12. WHY
Eight Monthly Managed Marketing Services
for Technology Companies
www.cmo4hire.com
services.cmo4hire.com
salesfunnel.cmo4hire.com

13. Who are you?
1. Developers? Service
providers? Marketers?
Business Development /
Sales?
2. How long in the mobile
business?
3. Android? IPhone? Both?
Other?
4. B2C? Or B2B?
5. How many are developing
specifically for mobile
devices vs other devices
(VR, IoT)
6. How do you make your
living? Mobile app sales?
Custom work? “I’m not!”

14. 2009
Commercialization challenges of software
development in a fragmented mobile ecosystem
2011
Commercialization
challenges for
Enterprise mobile
development in a
fragmented mobile
ecosystem
Let’s rewind the mobile industry 7 years
slideshare.net/stebankag

17. All mobile phone applications need testing, but …
Crowd-sourced mobile
application testing and
virtual market research
online community
The Ugly Truth: Software that runs fine on a handset in London
may fail on the same handset in San Francisco

18. MOB4Hire
70% https://www.youtube.com/watch?v=YJY1Fkl4ZnI
“Mob4Hire has
42,000 users in 146
countries on 364
operators waiting
to help!”

19. But then this happened
https://www.statista.com/statistics/263794/number-of-downloads-
from-the-apple-app-store/
In hindsight, it’s
obvious the iPhone is
a winner. But back in
summer 2008, it was
barely a blip on the
radar.

20. … also this.
https://www.statista.com/statistics/266136/global-market-share-
held-by-smartphone-operating-systems/
In hindsight, it’s obvious that Android is a winner. But back
in summer 2008, it was barely a blip on the radar.

21. Two platforms emerge https://www.statista.com/statistics/263453/global-market-share-
held-by-smartphone-operating-systems/

22. [12009 All rights reserved Mob4Hire 2009 All rights reserved Mob4Hire Inc
STEP
Concept
leadingtoa
prototype
Alpha buildand
test
Reference
build... thefirst
finished
application
Makesureyour
softwareis
great before
youport
Port tomany
handsets, O/S
Platformsand
versions,
handsets,
telecomAPI’s
Makesureuser
LOVEstheport
buildsandit
runsok on
target
handsets,
networksand
countries
If required,
certifyyour
buildsfor OS’s,
network
operatorsor
handset
manufacturer
Final buildsare
postedonApp
Stores,
published w
aggregators&
operators
Manageapp
store
relationships,
marketing
channels,
increaseword
of mouth
Understand
Discoveryand
Competition,
createviral
growth, iterate
product cycles
WHATDO
YOUNEED
TOKNOW?
What are we
building that
is unique and
creates
value? Who
is our target
user? What’s
our business
model? Does
the app or
website
reflect the
quality of our
brand equity?
Have we
proved the
concept? Do
the features
make sense?
Did we get all
the major
design
decisions
right? Internal
stakeholders?
Is it going to
work? Will
users love it?
Do we have a
quality app?
Will it be 4 or
5 stars when
port or post
(and how can
we make it
better)? What
is mktg’s main
value
proposition?
Does it crash
in general
use?
Does the
software
WOW our
users? Did we
miss anything
important? Is
it easy to use?
Will it go viral?
How sticky will
it be? Does it
reflect the
quality of our
brand equity?
What are the
target
operating
system,
versions,
browsers and
handsets?
What will each
user expect?
What network
carriers are we
targeting to
write for their
API’s?
Is the app
going to crash
on a handset?
Is it simple to
install? Does it
make use of
the handset
features and
buttons? Does
the network
affect it? Is it
stable? Do all
eCommerce
models work?
I hope we
pass the basic
tests to be a
certified app
with Apple,
Symbian,
Microsoft,
AT&T ... ;
Will we get
accepted by
the app store /
marketplace /
world in our
first try?
How quickly
can we get
the software
to users and
available to
purchase?
Where / how
do I release?
How do we
build
excitement?
How can we
get into the
“top store
rankings”?
What are my
promotion
alternatives?
What bad
reviews (and
features) are
driving your
customers
away?
We need more
users to
download.
What’s our
killer
marketing
feature driving
recom-
mendations?
How do the
competitors
look? What’s
in our next
version?
HOWCAN
WEHELP?
(1)
CONCEPT/
PROTOTYPE
(3)
REFERENCE
BUILD
(2)
ALPHA
(4)
PRE-RELEASE
TEST
(5)
PORTING
(6)
PORT
BETATEST
(7)
CERTIFY
(8)
RELEASE
(9)
POST-
RELEASE
(10)
COMMER-
CIALIZE
USERFEEDBACKINTHE10STEPSOFTHEMOBILEDEVELOPMENTCYCLE
MOBTESTRealmobileapptesting.
MOBSURVEYMobilesurveys.Globalpanels.
MOBACCELERATORGet Discovered. Hit thetop10 Lists. Go Big.
2nd Edition (C) 2009, 2010 Mob4Hire Inc. www.mob4hire.com All rights reserved. Distribute freely; do not alter graphic.
MOBSTARCertified App Quality
MOBEXPERIENCEMobileUser ExperienceUsability Testing
MOBSIMTESTHowWellDoYourSIMsRoam?
MOBSMSTESTDoYourSMSMessagesGetThere?
MOBTASKSAGlobalMobileWorkforce
World’sLargest Mobile TestingandResearchCommunity
MOBTESTSUITEEnd2EndMobileTest Management
“From Concept to Commercialization”
MOBA/BTESTIsThisOneor That OneBetter?
Iterative / Agile Product Cycle
http://www.slideshare.net/stebankag/mob4hire-ten-steps-in-the-mobile-development-life-cycle
The Pivot
For apps, the iPhone and
Android meant that “Handset
testing” had been minimalized
(and solved in other ways).
What other services besides
“handset testing” could our
global community do?

23. What
happened?
We got great traction. But …
• Crowdsourced revenue: 79% of gross
revenue was earned by tester; 21% was
company’s. Low margin, low volumes.
• SOOO focused on WHAT we were doing,
didn’t slow to down to ask WHY
• Average project revenue ~$2,000
• Handset rationalization and downward
pressure on test project pricing “Get MVP to
market, we’ll iterate”
• We underestimated time and resources it
would take to automate 1:Many crowd
sourcing project management. Unlike 1:1
crowd sourcing where the work is between
only 2 individuals & shorter time-frame.
• Too many different quotes, too many options
… had to be handled by internal project
manager
• Exited to a Chinese company to be the
“utest.com of China.”

24. THE
REALITY
OF
REVENUE

25. A
BUSINES
S
WITHOUT
REVENUE
IS JUST A
HOBBY.
Money is the
reason we get to
continue to do
what we do.

26. Only 2
Types of
Businesses.
Which are
you?
Vitamin: Create
opportunity for your
customers
Pain pill: Reduce
time or expenses
for your customers

27. How
much
can you
charge
for it?
The MOST important
question to answer.
What CASH
transaction will occur
so your company can
make revenue?

28. How long
do you
have?
Income =
$ per transaction
X
# of transactions
Expenses:
Plan for a salary for
yourself, too
Funding:
Either investment of
$$$ or time

29. Entrepreneurs
smell
opportunity
and $$$
1. How does change create an opportunity?
(opportunities are vitamins or pain pills!)
2. Who will pay for your stuff?
(products and/or services)?
3. How much can you charge for it?
4. How big $$ is the market opportunity?
5. How easy is it to access the market –
to sell it to potential customers?
6. What were customers using before?
7. What other choices do they have?
Why would someone select you
and not your competition?
8. How much resources (time & money)
will you need to make it profitable?

30. THE
WINDS OF
CHANGE

31. Two platforms dominate https://www.statista.com/statistics/272307/market-share-forecast-
for-smartphone-operating-systems//

32. Smartphone
growth
slowing
http://www.kpcb.com/blog/2016-
internet-trends-report
Android
holds clear
market unit
share
advantage

33. Where’s
the
money?
http://readwrite.com/2014/08/08/ios-
android-developers-pay-debugging/
iOS delivers
more money
to
developers

34. Fragmentation still biggest challenge as a Mobile Developer
Appceleraor / IDC

35. Mobile Fragmentation http://appleapple.top/ios-9-is-installed-on-84-of-
compatible-devices-android-6-0-marshmallow-7-5/
We’ve shifted from many different TYPEs of mobile O/S’s for many SPLINTER’s of O/S

36. Android
Device
Fragmentation
w screen sizes
24,000 different
handsets
https://opensignal.c
om/reports/2015/08/
android-
fragmentation/

37. But it’s really not just about
“mobile” anymore, is it?
http://theconnectivist-img.s3.amazonaws.com/wp-
content/uploads/2014/05/Unknown.png

38. “Tip of the Spear”
Exponential disruption in a human world. thespear.co

39. Age:
25-35
Education:
University
Income:
$50-75K
For e.g. in VR,
@redironlabs has built in
support for 8 different
headsets, all of which
have different API’s, all
striving to be the
dominant platform
Name:
John
Technology stack getting
wider and deeper

40. Age:
25-35
Education:
University
All of this technology
needs to be
programmed and
connected. And, all the
platforms have their
own ”standard.” (i.e.
“fragmentation”)Traditional industries &
supply chains exploding

41. 3,874 marketing
solutions as of March,
2016.
This complexity is the
problem that
CMO4Hire solves.
Marketing technology stack
also getting wider and deeper
https://www.ibm.com/blogs/commerce/2016/03/top-5-
takeaways-from-martech-or-why-the-heart-of-martech-
isnt-tech/

42. THE
POWER
OF
PEOPLE

43. GET INVOLVED ● SPREAD THE WORD ● CONNECT LOCALLY & GLOBALLY

44. 1
1373 tech
companies
(up 48% from
735 in 2012)
AEC Alberta Deal
Flow Study
http://www.alberta-
enterprise.ca/?page_
id=1150
2
30% Alberta
Investment Tax
Credit in 2017
The AITC will offer a 30 per cent
tax credit over two years to
investors who provide venture
capital to Alberta companies
such as information technology,
clean technology, health
technology, interactive digital
media and game products, and
post-production, visual effects
and digital animation sectors.
3
New $10M
Accelerate II fund,
$1.5M digital
media grant, ATB,
Alberta Innovates
More public and private
funding available in
2017, incubators &
accelerators
AMAZING TIME TO BE IN ALBERTA
@the_a100

45. DEVELOPE
R
PROGRAMS
278 different programs accessible from
www.wip.com

46. Have you been to Barcelona
Mobile World Congress?
Forge local and global relationships. Leverage MoMo.
#mwc17
60,000 people

47. Leverage, levarage,
leverage, leverage
http://theconnectivist-img.s3.amazonaws.com/wp-
content/uploads/2014/05/Unknown.png

48. “I am a great believer
in luck, and I find the
harder I work the
more I have of it.”
~ Thomas Jefferson
Thanks!

49. CALGARY
TECH
SUCCES