T H E R E V O L U T I O N W I L L N O T B E T E L E V I S E D

J O N A T H A N S TA R K

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On Jan 9, 2007, Steve Jobs introduced the world to the iPhone.

https://www.youtube.com/watch?v=GE1pd3HktwA

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By 2015, smartphones had surpassed desktop-class devices in several important ways:

• Number of devices in use• Time spent on device• Volume of internet traffic• Percentage of email opens• Facebook usage• Google searches

In less than a decade, the smartphone had become the primary computing platform on Earth.

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By 2020, it is projected that the number of smartphones in use will double to 4B, while desktops remain around 1.5B

This means that 80% of adults worldwide will have a connected supercomputer in their pocket.

Whether you're terrified or exhilarated by this depends on how well prepared you are to deal with it.

In this talk, I'm going to try to impress upon you the importance of embracing mobile, and then I'll provide three straight-forward tactics that you can employ to help with the transition.

B I G G E S T T E C H E V E RM O B I L E I S

Mobile Is The Most Adopted Technology Ever

– T O M I A H O N E N , C O M M U N I T I E S D O M I N AT E B R A N D S

“No tech ever, has even come close. Not television sets, not Playstations, not PCs, not Walkmans, not

radios, not cars, not motorcycles, not even bicycles; not credit cards, not even bank accounts; not the reach of electricity or landline telephones or even

running water; not wristwatches, not toothbrushes, not even pens and pencils have been as widely

used as mobile is today.”

"This is unprecedented in the human history of technology. No tech ever, has even come close. Not television sets, not Playstations, not PCs, not Walkmans, not radios, not cars, not motorcycles, not even bicycles; not credit cards, not even bank accounts; not the reach of electricity or landline telephones or even running water; not wristwatches, not toothbrushes, not even pens and pencils, have been as widely used as mobile is today."-- Tomi Ahonen, Communities Dominate Brands in 2012

There are now more active mobile phone connections on the planet than there are human beings alive, counting literally everyone from babies to great grandparents. This makes mobile the most wide reaching technology of all time, and by a wide margin.

New sensors create new business opportunities. For example, Uber. Smartphones make Uber possible. Mobile is the heart and soul of Uber. Not surprisingly, Uber "gets" mobile and wisely, is using the whole phone:• GPS• Mobile payments• Text messaging• Voice calling• Email marketing• Mobile web

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C H E C K P O I N T

• Whatever you did before mobile doesn't matter

• You need to embrace the entire mobile experience

• It's never been more important to innovate

Checkpoint:• Whatever you did before mobile doesn't matter (being an incumbent is a liability)• You need to embrace the entire mobile experience (go beyond apps and use the whole

phone)• It's never been more important to innovate (you're running out of time)

D I S R U P T I N G E V E RY T H I N GM O B I L E I S

The convergence of ubiquitous connectivity, cloud computing, and affordable smartphones is disrupting every aspect of society. Now that most everybody has a connected supercomputer in their pocket, companies and in some cases entire industries are being reinvented, invalidated, or carved into pieces by upstarts. NO ONE IS SAFE FROM THIS!

ENTERTAINMENT

Started with iTunes, YouTube, and ustream, now Amazon, Pandora, and social media in general.

COMMERCE

e-commerce, show-rooming, mobile paymentseBay mobile sales in 2011: $5BeBay mobile sales in 2012: $13BeBay mobile sales in 2013: $22BeBay mobile sales in 2014: $45Bhttp://www.pymnts.com/in-depth/2015/the-mobile-e-commerce-share-shift/#.VPXxYxbF8l4

POLITICS

2012 US Presidential campaign, Occupy Wall Street, Ferguson Riots

EDUCATION

youtube, khan academy, duolingo

http://techcrunch.com/2012/05/09/move-over-harvard-and-mit-stanford-has-the-real-revolution-in-education/

HEALTH

HealthKit, ResearchKit on iOS.

FINANCE

Stripe, Square, Kabbage, WealthFront, Betterment, etc etc etc

http://files.jstark.co/fUPD

Navy Federal Credit Union(136 links on the home page)

State Employees' Credit Union(181 links on the home page)

Pentagon Federal Credit Union (140 links on the home page)

The sites of the top 3 credit unions in the US are virtually unusable on mobile.

– 1 1 , 0 5 6 I O S U S E R S

“★★★★★”

Let's take a look at Square Cash - a mobile peer-to-peer payment experience that was rated 5 stars on iOS by over 11,056 users (as of Feb 2016)

Square Cash(16 links on the home page)

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Payment screen 1 of 4

Payment screen 1 of 4

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Payment screen 2 of 4

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F O R C I N G R E T H I N KM O B I L E I S

What are pre-2007 companies to do? You can't just rebuild mission critical systems from scratch. The only feasible approach is to define a future architecture and make incremental changes that build toward it. The "future architecture" of which I speak will be different for every organization, but there are three characteristics that all will share: Smart Content, Self-Service APIs, Small Apps

1. Smart Content

Device and platform fragmentation have made it impossible to know what situations your content will end up it. Some environments will support video, some won't. Some will render HTML and/or CSS. I'm willing to bet the next batch of smart devices will be screen-less and accessed solely via a Siri-like interaction. With this level of uncertainty, you need to equip your content to stand on its own in any context.

S M A R T C O N T E N T

• Contains metadata that describes what the data is about and allows for adaptability

• Free of display-related instructions

• Structured based on a natural atomic unit rather than context-specific containers

1. Smart Content

* Contains metadata that describes what the data is about and allows for adaptability* Is free of display-related instructions (e.g., RTF, CSS, HTML)* Is structured based on a natural atomic unit (e.g., story, post, tweet, et al) rather than context-specific containers (e.g., pages, screens, windows)

2. Self-Service APIs

Your content and services should be made available via web-based self-service APIs. Access to these APIs may be limited to certain parties but should be open in the sense that various groups (e.g., other departments in your organization, registered 3rd-party developers, or the general public) should be able to access them without ongoing assistance from the publisher.

The beauty of a self-service API is that the possibilities are endless. There's no telling what your customers, employees, and partners will come up with. You could never in a million years build all the apps your constituents desire. Instead, give them the tools to do it themselves and they'll be happy to create their own experience.

S E L F - S E R V I C E A P I S

• Break down data silos between departments

• Front-end teams can work without endless meetings

• 3rd-party integrations open up limitless possibilities

2. Self-Service APIs

* Break down data silos between departments* Front-end teams can work without endless meetings* 3rd-party integrations open up limitless possibilities

3. Small Apps

Smart content and self-service APIs are backend constructs. When it comes time to build a front end, you want to start (and probably stay) small. Design an MVP experience for the most restrictive environment that your audience cares about. Mobile does not reward feature richness.

Today, this means creating laser focused apps for smartphones.

Tomorrow, starting it might mean watches...

Or TVs... Or car dashboards... Or conversational computing interfaces like Amazon Echo that don't even have a screen.

S M A L L A P P S

• Design for most restrictive environment first

• Forces hard decisions to the front of the process

• Scaling up is much easier than scaling down

Small Apps

• Design for most restrictive environment first• Forces hard decisions to the front of the process• Scaling up is much easier than scaling down

K E Y TA K E AWAY S

Following these three principles will keep you super flexible, which is critical given the increasing rate of change.

* Smart Content* Self-service APIs* Small Apps

If you only remember one thing from this talk, it should be this:

You must completely embrace mobile as soon as possible.

You won't be mobile-first tomorrow, or maybe not even in 3 years; but if you should get the wheels in motion, start laying the ground work, and slowly but surely change the culture of your organization.

– D O U G L A S M A C A RT H U R

“There is no security on this earth, there is only opportunity.”

This may sound daunting, but it's a huge opportunity.

Thank you so much for your attention. If we have time, I'd love to take some questions...