Where are you in your mobile maturity?

Arya MirMobile - Wireless

Feb 10, 2012 (5 years and 6 months ago)

774 views

Jeff
Haynie

Where are you in
your mobile maturity?

Jeff Haynie

@
jhaynie

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

Mobility will
change

humanity

Mobile was easy in 2007

Still an Apple world in 2008

Winds of

Android change

The iPad hit.


So did Android.

December 2010

Mobile Out Ships

Desktop

Desktop

Mobile

2012

Mobile Chaos
Reigns

Source: Flurry,

comScore
,
Alexa

Source: IDC

How can mobile
add value to my
customer
relationships?

How do I build a
scalable mobile
strategy?

What are the two keys to unlocking the
mobile opportunity?






Presentation

Logic

Data

Yesterday

3
-
tier centralized web architecture

Today

Cloud connected app centric model

The Need for a Mobile Strategy

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?

Building Your Mobile Strategy:

5 Key Questions

Option A


I need my iPhone app!


Port website to app


Outsource everything


Monthly time horizon

Step 1: Define Objectives

Option B


Grow revenue


Drive down
cost


Extend
business


Engage mobile
customers


Multi month time
horizon

Number of projects


Complexity

Step 2: Three
-
year outlook

Step 3: Platforms

Scope your needs
and determine
platforms

App Store Sales

Advertising

Brand Loyalty

+ Engagement

In
-
app Purchase

Freemium
/Upsell

Coupons + Loyalty

SaaS
/Mobile
Subscription Offering

Mobile Commerce/

Direct Purchase

Step 4: Identify Your Business Models

Go beyond app sales and advertising for monetization opportunity

Step 5: Build a Mobile Strategy

Mobile Maturity Model

Exploration

Acceleration

Innovation

Customer

People

Platforms

Technology

Inform

Engage

Transact

Outsourced

Mix

In
-
House

1

2

All Major Platforms

Native

Reusable
Modular
Components

Phases of
Maturity

Perspectives

Integrated Mobile
Platfor
m

Building a Mobile Strategy

Mobile Maturity Model: 2011 vs. 2010

How can mobile
add value to my
customer
relationships?

How do I build a
scalable mobile
strategy?

What are the two keys to unlocking the
mobile opportunity?








How can mobile
add value to my
customer
relationships?

How do I build a
scalable mobile
strategy?

What are the two keys to unlocking the
mobile opportunity?










Thank you!

Jeff Haynie

@
jhaynie