Weitere ähnliche Inhalte Ähnlich wie Making the Mobile Mind Shift (20) Mehr von Axway Appcelerator (20) Making the Mobile Mind Shift2. SPEAKERS
Guest Speaker:Ted Schadler
Vice President and Principal Analyst, Forrester Research Inc.
Coauthor of The Mobile Mind Shift
Nolan Wright
Co-founder and ChiefTechnology Officer, Appcelerator
3. © 2014 Forrester Research, Inc. Reproduction Prohibited 3
The mobile mind shift will penetrate the beating heart
of your business . . .
4. © 2014 Forrester Research, Inc. Reproduction Prohibited 4
The mobile mind shift will penetrate the beating heart
of your business . . .
6. © 2014 Forrester Research, Inc. Reproduction Prohibited 6
The mobile mind shift is the
expectation that I can get what
I want in my immediate context
and moments of need.
7. © 2014 Forrester Research, Inc. Reproduction Prohibited 7
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
8. © 2014 Forrester Research, Inc. Reproduction Prohibited 8
Mobile device adoption will grow from…
2012
Tablets
Smartphones
153
Million
people
662
Million
people
2.3
billion
people
1.2
billion
people
Source: Forrester Research World Smartphone Adoption Forecast, 2012 To 2017 (Global) and Forrester Research
World Tablet Adoption Forecast, 2012 To 2017 (Global)
20172012 2017
9. © 2014 Forrester Research, Inc. Reproduction Prohibited 9
The number of apps in the US Apple App Store
will grow from . . .
2010
2020
2013
233,000
958,000
10 million
Source: 148Apps.biz, Forrester estimate
10. © 2014 Forrester Research, Inc. Reproduction Prohibited 10
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.
11. © 2014 Forrester Research, Inc. Reproduction Prohibited 11
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 minutes
At register
- Check balance
- Reload card
- See reward star fall
- Send eGift
- Add a tip
Who are we serving?
Café customer
What 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 commuter
What is their context?
Looking for closest cafe
What is the motivation?
Needs caffeine fix
- Locate cafe
- Get directions
Outside café In line
Who are we serving?
Café customer
What is their context?
Has time while waiting to order
What is the motivation?
Passing the time
- Check rewards
- Browse messages
- Get “Pick Of The week”
15. © 2014 Forrester Research, Inc. Reproduction Prohibited 15
-10 minutes +10 minutes
At register
- Check balance
- Reload card
- See reward star fall
- Send eGift
- Add a tip
Who are we serving?
Café customer
What 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 commuter
What is their context?
Looking for closest cafe
What is the motivation?
Needs caffeine fix
- Locate cafe
- Get directions
Outside café In line
Who are we serving?
Café customer
What is their context?
Has time while waiting to order
What is the motivation?
Passing the time
- Check rewards
- Browse messages
- Get “Pick Of The week”
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Technology
Processes
Systems
Mobile moments
happen here
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Technology
Processes
Systems
The hard work
happens here
Mobile moments
happen here
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You need a new business technology strategy
Network
Hardware/infra
structure
Software
Data
Systems of record
UX
Systems of engagement
Design
starts with
transactions
19. © 2014 Forrester Research, Inc. Reproduction Prohibited 19
You need a new business technology strategy
Network
Hardware/infra
structure
Software
Data
Systems of record
UX
Infrastructure
Software
Data
Systems of engagement
UX
Network
Design
starts with
engagement
Design
starts with
transactions
20. © 2014 Forrester Research, Inc. Reproduction Prohibited 20
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
22. © 2014 Forrester Research, Inc. Reproduction Prohibited 22
Identify mobile moments and context
JUST 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 home
What 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
sign
What is the motivation?
To get more information about the
home they just saw
Who are we serving?
A home buyer
What is their context?
Just fell in love with a home
What 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 SERIOUS
Search
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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
24. “Delight is the new normal.”
– GEOFFREY MOORE
AUTHOR, CROSSING THE CHASM AND ESCAPE VELOCITY
26. A revolution in experience is driving an evolution in the stack
CLIENT SERVER
Early 1990s
One-to-one
Rich UX (GUI)
Distributed computing
Local Network
WEB
Late 1990s
One-to-many
Weak UX (HTML-Based)
Server-centric computing
Global network
MOBILE
Today
Many-to-many
Rich UX (driven by mobile OSs)
Distributed computing
Internet of Things
1990s TO TODAY
30. Insights 2.0
A tablet-based view for business owners that measures and manages key metrics
around app adoption, usage, penetration and quality.
32. Private Cloud
A 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)
33. Native SDK Support
Connect, test, measure and manage every app in your portfolio - whether built in
the Appcelerator Platform or native SDK
PlatformCapability Appcelerator SDK
iOS
SDK
Android
SDK
MobileTestAutomation 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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Identify
the mobile moments
and context
The IDEA cycle:
the business discipline to
win in the mobile moment
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Design
the mobile
engagement
Identify
the mobile moments
and context
The IDEA cycle:
the business discipline to
win in the mobile moment
36. © 2014 Forrester Research, Inc. Reproduction Prohibited 36
Design
the mobile
engagement
Engineer
your platforms,
processes, and
people for mobile
Identify
the mobile moments
and context
The IDEA cycle:
the business discipline to
win in the mobile moment
37. © 2014 Forrester Research, Inc. Reproduction Prohibited 37
Analyze
results to monitor
performance and
optimize outcomes
Design
the mobile
engagement
Engineer
your platforms,
processes, and
people for mobile
Identify
the mobile moments
and context
The IDEA cycle:
the business discipline to
win in the mobile moment
38. © 2014 Forrester Research, Inc. Reproduction Prohibited 38
Analyze
results to monitor
performance and
optimize outcomes
Design
the mobile
engagement
Engineer
your platforms,
processes, and
people for mobile
Identify
the mobile moments
and context
The IDEA cycle:
the business discipline to
win in the mobile moment
Start small
with a platform
to extend.
39. © 2014 Forrester Research, Inc. Reproduction Prohibited 39
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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