making the mobile mind shift

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Making the Mobile Mind Shift TED SCHADLER AND NOLAN WRIGHT Featuri ng

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f your company is caught up wondering which mobile apps to build or which devices to support, chances are you’re asking the wrong questions. Instead, organizations need to understand first how user expectation is being rewired in a mobile world - one in which “mobile moments” are the new battleground for customer and employee engagement.

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Page 1: Making the Mobile Mind Shift

Making the Mobile Mind ShiftTED SCHADLER AND NOLAN WRIGHT

Featuring

Page 2: Making the Mobile Mind Shift

SPEAKERS

Guest Speaker: Ted SchadlerVice President and Principal Analyst, Forrester Research Inc.Coauthor of The Mobile Mind Shift

Nolan WrightCo-founder and Chief Technology Officer, Appcelerator

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The mobile mind shift will penetrate the beating heart of your business . . .

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The mobile mind shift will penetrate the beating heart of your business . . .

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The mobile mind shift is the expectation that I can get what I want in my immediate context

and moments of need.

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62% expect a mobile-friendly website.

42% expect to find a mobile app.

23% expect their experience to change based on location.

Of smartphone users . . .

Source: US Mobile Mind Shift Online Survey, Q3 2013

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Mobile device adoption will grow from…

2012

TabletsSmartphones

153Millionpeople

662Millionpeople

2.3billionpeople

1.2billionpeople

Source: Forrester Research World Smartphone Adoption Forecast, 2012 To 2017 (Global) and Forrester Research World Tablet Adoption Forecast, 2012 To 2017 (Global)

20172012 2017

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The number of apps in the US Apple App Storewill grow from . . .

2010

2020

2013

233,000958,000

10 millionSource: 148Apps.biz, Forrester estimate

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Source: August 6, 2013, “Wanted: Mobile Engagement Providers” Forrester report and February 13, 2012, “Mobile Is The New Face Of Engagement” Forrester report

In 2017, firms will . . .

Spend $189 billion to engineer platforms and processes for mobile engagement.

Drive $1.3 trillion of the IT economy with systems of engagement.

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Entrepreneurs and innovators win in the mobile moment

Image source: Inc. (http://www.inc.com)

A mobile moment is a point in time and space when someone pulls out a mobile device to get something they want in their immediate context.

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Uber wins because it uses business technology to match two mobile moments: passengers’ and drivers’.

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Starbucks wins because it serves café customers in their mobile coffee moments.

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-10 minutes +10 minutesAt register

- Check balance- Reload card

- See reward star fall- Send eGift- Add a tip

Who are we serving?Café customerWhat is their context?Ready to pay What is the motivation?Save time and earning rewards

- Redeem reward- Scan to pay

Who are we serving? A commuterWhat is their context?Looking for closest cafeWhat is the motivation?Needs caffeine fix

- Locate cafe- Get directions

Outside café In line

Who are we serving?Café customerWhat is their context?Has time while waiting to orderWhat is the motivation?Passing the time

- Check rewards- Browse messages- Get “Pick Of The week”

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-10 minutes +10 minutesAt register

- Check balance- Reload card

- See reward star fall- Send eGift- Add a tip

Who are we serving?Café customerWhat is their context?Ready to pay What is the motivation?Save time and earning rewards

- Redeem reward- Scan to pay

Who are we serving? A commuterWhat is their context?Looking for closest cafeWhat is the motivation?Needs caffeine fix

- Locate cafe- Get directions

Outside café In line

Who are we serving?Café customerWhat is their context?Has time while waiting to orderWhat is the motivation?Passing the time

- Check rewards- Browse messages- Get “Pick Of The week”

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Technology

ProcessesSystems

Mobile moments happen here

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Technology

ProcessesSystemsThe hard work

happens here

Mobile moments happen here

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You need a new business technology strategy

Network

Hardware/infrastructure

Software

Data

Systems of record

UX

Systems of engagement

Design starts with

transactions

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You need a new business technology strategy

Network

Hardware/infrastructure

Software

Data

Systems of record

UX

Infrastructure

Software

Data

Systems of engagement

UX

Network

Design starts with

engagement

Design starts with

transactions

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Client tier

Delivery tier

Aggregation tier

Services tier• On-premises transaction & content systems• Some services cloud hosted• Data security managed here

• Smartphones & tablets & API consumers• Manage software and policy on the device• Outstanding experience online & offline

• Asynchronous, event-driven content layer• Scale out to Internet proportions• Cloud or cloud-connected

• Most app logic and integration happens here• On-premises or cloud-hosted• Analytics data store & algorithms here

Built on a four-tier engagement platform

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Identify mobile moments and contextJUST LOOKING TIME TO BUY

Find Agent

Instantly find nearby homes for sale

Customize your search Save your searches and

favorite listings

Who are we serving?A potential home buyer What is their context?Viewing their dream homeWhat is the motivation?Wanting to know what they can afford

Who are we serving?A potential home buyer What is their context?Anytime driving past a for sale signWhat is the motivation?To get more information about the home they just saw

Who are we serving?A home buyerWhat is their context?Just fell in love with a homeWhat is the motivation?Wanting to share their dream home with friends and family

View Financing

Quickly connect with a RE/MAX real estate professional

View properties using the dynamic map search, or grid view

Quickly zoom and navigate neighborhoods

Generate turn-by-turn driving directions

Determine loan amounts & monthly payments with the integrated mortgage calculator 

Easily share properties for sale with friends and family via email

GETTING SERIOUSSearch

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How they did it• Built a cross-disciplinary team of business

and business technology people

• Used ethnographic and agile techniques to identify how home buyers think and act in their key mobile moments

• Targeted the most important devices

• Implemented with an engagement platform to handle any device on any network with full analytics and data integration

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“Delight is the new normal.”– GEOFFREY MOORE

AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY

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THE CONTRACT HAS CHANGED

THEN: “Does it work?” NOW: “Does it delight?”

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A revolution in experience is driving an evolution in the stackCLIENT SERVEREarly 1990s

One-to-oneRich UX (GUI)Distributed computingLocal Network

WEBLate 1990s

One-to-manyWeak UX (HTML-Based)Server-centric computingGlobal network

MOBILEToday

Many-to-manyRich UX (driven by mobile OSs)Distributed computingInternet of Things

1990s TO TODAY

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Data orchestrationOptimized payloadsOnline/offline syncElastic scaleSecure access

Great UX across platformsOpenness to any deviceApps, not applications

Performance metricsUsage patternsAdoption ratesLifecycle efficacyReal-time data to drive actions

THREE A’S OF WINNING MOBILE EXPERIENCES

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THE APPCELERATOR PLATFORM

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THE APPCELERATOR PLATFORM – SUMMER RELEASE

SMARTER.

MORE CONNECTED.

MORE FLEXIBLE.

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Insights 2.0A tablet-based view for business owners that measures and manages

key metrics around app adoption, usage, penetration and quality.

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API BuilderA point-and-click interface to assemble mobile APIs so developers

can focus on innovation rather than integration

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Private CloudA full range of deployment options spans complete cloud-based

convenience to ultimate control with new on-premises deployment

Public Cloud

Virtual Private Cloud

Private Cloud (on premises)

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Native SDK SupportConnect, test, measure and manage every app in your portfolio -

whether built in the Appcelerator Platform or native SDK

Platform CapabilityAppcelerator

SDKiOS SDK

Android SDK

Mobile Test Automation YES YES YES

Mobile App Performance Management YES YES YES

Mobile Backend-as-a-Service (MBaaS) YES YES YES

Mobile Analytics YES YES YES

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Identifythe mobile moments

and context

The IDEA cycle: the business discipline to win in the mobile moment

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Designthe mobile

engagement

Identifythe mobile moments

and context

The IDEA cycle: the business discipline to win in the mobile moment

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Designthe mobile

engagement

Engineeryour platforms, processes, and

people for mobile

Identifythe mobile moments

and context

The IDEA cycle: the business discipline to win in the mobile moment

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Analyzeresults to monitor

performance and optimize outcomes

Designthe mobile

engagement

Engineeryour platforms, processes, and

people for mobile

Identifythe mobile moments

and context

The IDEA cycle: the business discipline to win in the mobile moment

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Analyzeresults to monitor

performance and optimize outcomes

Designthe mobile

engagement

Engineeryour platforms, processes, and

people for mobile

Identifythe mobile moments

and context

The IDEA cycle: the business discipline to win in the mobile moment Start small

with a platform

to extend.

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Next steps• Use the language of mobile moments to

bring your technology and business teams together.

• Focus on mobile moments that serve customers or empower employees to directly engage customers.

• Own the IDEA teams and agile process to efficiently develop mobile moments that matter.

• Assemble the business technology, systems, and processes you need to win, serve, and retain customers.

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BENEFITS OF THE APPCELERATOR

PLATFORM

40% 52%

LOWER DELIVERY COSTS

491%

RETURN ON INVESTMENT

FASTER TIME-TO-MARKET

Full report: www.appcelerator.com/ROI

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TO MEMORABLE MOMENTS