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Companion slides to the Webcast: "8 Steps to Scaling Your Mobile Strategy" The webcast describes how smart organizations are using mobile to enhance customer relationships. By reviewing the slides and watching the webcast recording, you'll learn: - Why mobile adds value to customer relationships - Secrets of apps that get used every day - How to design success into your first app - Techniques that enable your existing development team to support multiple platforms, apps and businesses through an integrated mobile platform
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8 Steps to Scaling Your Mobile Strategy
Scott Schwarzhoff VP, Marketing & Developer Relations
How can mobile add value to my customer relationships?
How do I build a scalable mobile strategy?
Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that?
Appcelerator enables businesses to transform their customer relationships and empower their mobile workforce through rapid innovation and a scalable mobile platform
How can mobile add value to my customer relationships?
How do I build a scalable mobile strategy?
Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that?
How can mobile add value to my customer relationships?
How do I build a scalable mobile strategy?
Two keys to unlocking the mobile opportunity …and how can Appcelerator help me do that?
PaaS SaaS Enterprise Multiple Clouds
Multiple Devices
Multiple Platforms
FRAGMENTATION IN EVERY LAYER
Multiple Skill Sets
MOBILE MATURITY MODEL
MOBILE MATURITY MODEL: CUSTOMER EXPERIENCE
h"p://www.appcelerator.com/partners/case-‐studies/
Case Study: NBC
http://www.appcelerator.com/partners/case-studies/
Customer Experience Evolution
Jay Leno (iPhone)
Jimmy Fallon (iPhone & Android)
NBC = #1 App! (iPad, iPhone & Android)
Reach Reach, Engagement
Reach, Engagement, Loyalty, & Monetization
OBJECTIVES
DISCUSSION
What are your top business challenges and how does mobile (RELM) help solve them?
What is the ‘utility’ of your brand?
Business goals for mobile now (Maturity Model)? In 12 months?
DISCUSSION
Social habits of your target customer?
What new customer groups would you like to reach?
Plans for loyalty programs?
Interest in ‘specialty’ apps targeted at sub-groups?
MOBILE MATURITY MODEL: PLATFORM DEVELOPMENT
DISCUSSION
Platform priorities for reaching target segment?
Potential of tablets?
Role of mobile web?
MOBILE MATURITY MODEL: DEVELOPMENT STAFF
DISCUSSION
Skillset and bandwidth of internal resources?
Desired timeframe for bringing development in-house?
Desired ‘SLA’ between mobile business owners & those responsible for development & delivery?
MOBILE MATURITY MODEL: TECHNOLOGY
DISCUSSION
What data needs to be flowing in and out of the app?
Where does that data live? How is it exposed today?
What ‘components’ need to be consistent across apps?
ENTERPRISE MOBILE CLOUD PLATFORM
ENTERPRISE MOBILE CLOUD PLATFORM
ENTERPRISE MOBILE CLOUD PLATFORM
MOBILE MATURITY MODEL: WHERE’S YOUR COMPANY TODAY?
BUSINESS CHALLENGE
100 digital properties = digital content complexity
Need to own mobile app strategy in-house
Tactical, one-off, not scalable approach to mobile
Cross-platform mandate: iPhone, iPad, Android Phone, Android Tablet, Google/Apple TV
Case Study: NBC
SOLUTION: APPCELERATOR TITANIUM PLATFORM AND TITANIUM+PLUS
Common NBC APIs across all OSes/devices Photo, blog, news feeds, show schedules myNBC social sharing and comments Reusable web services, DART advertising, Omniture analytics
Appcelerator Titanium 97% code reuse across iOS, Android 80% cost, time-to-market reduction Centrally managed by NBC.com team
Case Study: NBC
NBC’S MOBILE STRATEGY EVOLUTION
Exploration Acceleration Innovation
Objectives Reach Reach, Engagement Reach, Engagement,
Loyalty, & Monetization
Project Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android
Frontend Simple / web-like Moderate / custom UI,
social, camera Complex / 50 fully native components
Backend Simple / available Moderate / module development
(ex: Omniture) Complex / fully integrated across disparate systems
Innovate Rapidly
Scale to any device
Control your mobile destiny
IN SUMMARY
• Mobile Strategy Workshops • Mobile App Development Workshops • Developer Training and Certification
• Application Development Services
[email protected] (877) 909-4589
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