WTF?Commercialization Challenges of Mobile Software Development in an Exponentially Fragmenting EcosystemStephen King, Presidentstephen@cmo4hire.com@stephdokin

Riley Kearl, VPriley@cmo4hire.com@rileykearl

info@cmo4hire.comTwitter: @CMODragonflyInstagram: @CMO4Hirefacebook.com/cmo4hirelinkedin.com/company/

cmo4hire

This presentation found at:www.cmo4hire.com/mobile-development

Dec 2008. Official inauguration of MOMOYYC

Michael Bedu of MoMo Vancouver Yari Tammisto CEO & President since 2004, Helsinki

Thank you! #momoyyc30

Mobile Monday was founded in Helsinki in 2000

115+ cities worldwide

Twitter: @Mob_Rulz

Tonight’s Chat

THE MAGIC OF HOPE

THE REALITY OF REVENUE

THE WINDS OF CHANGE

THE POWER OF PEOPLE

THE MAGIC

OF HOPE

My Samsung S5 is 3 Million %

faster than my old Atari 400

computer

33 years of turning bits into gold with great teams

Since 2010

Co-Founder, Director Co-Founder

WHY

Eight Monthly Managed Marketing Services for Technology Companies

www.cmo4hire.com services.cmo4hire.com

salesfunnel.cmo4hire.com

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!”

2009Commercialization challenges of software

development in a fragmented mobile ecosystem

2011Commercialization challenges for Enterprise mobile development in a fragmented mobile ecosystem

Let’s rewind the mobile industry 7 yearsslideshare.net/stebankag

MOB4Hire

70% https://www.youtube.com/watch?v=YJY1Fkl4ZnI

“Mob4Hire has 42,000 users in 146 countries

on 364 operators waiting to

help!”

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.

… 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.

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

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?

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.”

THE REALITY

OF REVENUE

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

Only 2 Types of Businesses. Which are you? Vitamin: Create opportunity for your customers

Pain pill: Reduce time or expenses for your customers

How much can you charge for it?The MOST important question to answer.

What CASH transaction will occur so your company can make revenue?

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

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?

THE WINDS

OF CHANGE

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

Smartphone growth slowing

http://www.kpcb.com/blog/2016-internet-trends-report

Android holds clear

market unit share advantage

Where’s the money?

http://readwrite.com/2014/08/08/ios-android-

developers-pay-debugging/

iOS delivers

more money to

developers

Fragmentation still biggest challenge as a Mobile Developer

Appceleraor / IDC

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

AndroidDeviceFragmentation w screen sizes

24,000 different handsets

https://opensignal.com/reports/2015/08/

android-fragmentation/

But it’s really not just about “mobile” anymore,

is it?

http://theconnectivist-img.s3.amazonaws.com/wp-content/uploads/2014/05/Unknown.png

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

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

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

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/

THE POWER

OF PEOPLE

GET INVOLVED ● SPREAD THE WORD ● CONNECT LOCALLY & GLOBALLY

11373 tech

companies (up 48%

from 735 in 2012)

AEC Alberta Deal Flow Study

http://www.alberta

-enterprise.ca/?page_id=1150

230% Alberta

Investment Tax Credit in 2017The 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.

3New $10M

Accelerate II fund,

$1.5M digital media grant, ATB, Alberta

InnovatesMore public and private funding

available in 2017, incubators & accelerators

AMAZING TIME TO BE IN ALBERTA

@the_a100

DEVELOPER PROGRAMS278 different programs accessible from www.wip.com

Have you been to Barcelona Mobile World Congress?

Forge local and global relationships. Leverage MoMo.

#mwc17

60,000 people

Leverage, levarage, leverage, leverage

http://theconnectivist-img.s3.amazonaws.com/wp-content/uploads/2014/05/Unknown.png

smarter

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

Thanks!

CALGARY TECH

SUCCES