The document summarizes a two-day seminar on mobile business-to-business (B2B) applications (apps). Day one covered statistics on mobile device usage, the benefits of B2B apps for businesses, examples of apps commonly used in professional contexts, categories of B2B apps, and demonstrations of sample apps. Day two began with a recap and discussion of insights from day one. It then covered the process of developing a B2B app from concept to design to implementation and discussed next steps for collaboration. The goal of the seminar was to help attendees better understand the potential for B2B apps and learn how to create apps that add value for business clients.

1. MAWD Version 2.0
A Mobile B2B
Amsterdam, September 22-23, 2011

2. MAWD Version 2.0
Welcome
Time: 13.00 - 13.10
The mobile revolution has changed the way we work, rest and
play, and these devices have become our window to the world.
For businesses, they are the new shopfront, and will become a
fundamental part of the future of commerce. Businesses, B2B or
B2C, that care about their customers need to act now and become
a part of it
Define MAWD
•Welcome to E3 MAWD
•Why MAWD? Explain how it came to be.
•Mission: Helps educate and inform how we can better develop mobile apps to integrate
into B2B and B2C marketing business, a chance to build trust and friendship and
knowledge with other E3 members
•Projects that are running/in proposal at the moment (IO Coffee, RENO Shoes, FM1)
•Blog, Twitter
Define the goals of the Seminar
•To better understand the world of B2B Apps
•To be able to explain to clients the advantages to them investing in a B2B App
•What they add to the clients brand in way of value (measurables)
•To be able to co-create a B2B App from concept to launch and the possibility of
collaboration

3. MAWD Version 2.0
Program Overview
Time: 13.10 - 13.15
E3 MAWD Version 2.0 - Program Map
Why B2B Apps? (Part 1 - Stats)
Why B2B Apps? (Part 2 - Selling Points)
Coffee break
B2B Apps ‘we’ use in the field now! Why?
B2B App Categories
Coffee break
B2B App Examples (show some live examples)
Wrap up Day 1, Drink
Dinner and Drinks
Recap and Insights from Day 1
Coffee break
Where to from here? How to I go about building an App
Wrap up!
Lunch

4. MAWD Version 2.0
Why B2B Apps? (Part 1 - Statistics)
Time: 13.15 - 13.45
We are currently in a Mobile ‘Phenomenon’. Close to 6 billion
mobile subscriptions world wide. Half of the world’s population.
Statistics Mobile General
•By the end of 2010 there were 5.3 billion mobile subscriptions and 940 million of those
have – potentially - access to mobile broadband services
•38 percent of cell phone owners use their phone to access the internet, 34 percent to
access email; 72 percent for text messaging; 30 percent for instant messaging; 76
percent for taking pictures
•Sales of smartphones are growing at 74.4 percent each year. Smartphones are now 21.8
percent of mobile-phone sales globally – this is higher in the US and other developed
nations. While you can still do web surfing, email and download apps to many feature
phones, smartphones deliver a richer experience, which is why many people are
upgrading.
•1/2 of our day is spent consuming media

5. MAWD Version 2.0
Why B2B Apps? (Part 1 - Statistics)
Time: 13.15 - 13.45
Mobile is how professionals stay in contact with their teams, stay
abreast of breaking developments in their industries, and stay
competitive in a 24-7 global business world.
Statistics Mobile B2B Specific
•Mobile is one set of media most used by B2B target audiences
•Engage hard-to-reach, busy and highly mobile people
•There are over one billion mobile workers in the world who are able to do their job
remotely, while away from their desk. The US is the most highly concentrated market for
mobile workers – with 72.2 percent of the workforce being mobile in 2008.
•The perception of “mobile as purely a consumer media” is akin to arguing that
professionals don’t use computers for their work, purchasing and communications
activities either
•It’s just a matter of explaining the business case, the expansive suite of communication
tools that mobile offers, and the B2B strategies and best practices that they need to
follow
•B2B customers have already gone mobile.

6. MAWD Version 2.0
Why B2B Apps? (Part 2 - Selling Points)
Time: 13.45 - 14.15
Investment in B2B Mobile Apps can produce real, tangible return
on investment.
Selling Points
•In the high-touch, highly personal selling environment of B2B, relationships are
everything; especially given that the B2B landscape is punctuated by high-priced
offerings, long sales cycles, and complex contracts
•Growing levels of impatience (magnified by a tool like ‘Google Instant’
•Increases in revenue. (remove friction in the sales process, spend more and with greater
frequency)
•Cost savings by eliminating labor intensive processes
•Improved customer satisfaction. (making working with customers easier)
•Offer users value through exclusive, entertaining and educational content that also
reinforces your overall platform and company services
What is stopping us from selling to clients now?
•We just don’t have the right type of clients
•We don’t fully understand the mobile world
•The client doesn’t see the advantage of a mobile app or isn’t familiar with the media
•General discussion

7. MAWD Version 2.0
Why B2B Apps? (Part 2 - Selling Points)
Time: 13.45 - 14.15
Thinking about the next steps?
Notes/Thoughts
•Create an App that helps make something: Better, Faster and Easier
•It has to be a pleasure to use
•Think inside the box, help extend the brand value proposition
•Mobile Content: Leverage existing content, shorter texts, video to convey long articles,
audio to summarize, SMS alerts. B2B offerings are far more complex and far more risky
for the buyer because of their higher prices. You are selling to enterprise.
•Website optimization for Mobile (Basic first step)
•Don’t sell to you audience, help them do their jobs better etc.
•Efficiency over entertainment
•Most create thinly veiled promotional apps, create custom content apps that show not
tell, consume content on the go, use B2C sensibilities: clever messaging, packaging and
audience targeting.
•your business needs to communicate, prospect, engage, train, inform, build relationships
and, yes, build ROI with business professionals via mobile
•Optimize existing content for mobile. Chances are people are accessing your website via
mobile. Optimize graphics, design and optimize content to provide quicker answers,
bite-sized content (a new content strategy)
•All brands are becoming more accessible, also in B2B.

8. MAWD Version 2.0
Coffee break
Time: 14.15 - 14.30
Get your fix of caffeine!

9. MAWD Version 2.0
B2B Apps ‘we’ use in the agency field now! Why?
Time: 14.30 - 15.00
Always connected mentality, content/information/updates when
and where you need it, personal productivity, project
management.
Apps
Mail, Dropbox, Evernote, Facebook, LinkedIn, Calendar, Twitter, Hootsuite, Mashable,
Skype, Wunderlist, Dragon dictation, iThougts HD, Keynote, Pages, TED, RSA Vision,
WebEx, GoToMeeting, Flipbook, Feeddler RSS Reader.
Thoughts
•Why do we use these?
•How often do we use them
•How can we categorize them?
Let’s Discuss
Open discussion on what attracts us to the platform and what might attract clients and the
clients of clients.

10. MAWD Version 2.0
B2B App Categories
Time: 15.00 - 15.30
There are hundreds of thousands of apps available in the App
Store. With so many options available, business professionals will
find that there is an app for just about any business or
productivity function imaginable.
Types
•Internal (for employees) / External (for customers/buyers)
Categories
•Business Intelligence
•Salesforce Automation
•Collaboration
•Mobile IT
•News, Information & Research
•Documents & Files
•Organization
•Travel
Thoughts
Open discussion - Could you think of current clients and categorize them an app?

11. MAWD Version 2.0
Coffee break
Time: 15.30 - 15.45
Get your fix of caffeine!

12. MAWD Version 2.0
B2B App Examples (show some live examples, interact-
discuss)
Time: 15.45 - 16.45
There is a B2B App for that!
Apps
Kayak Pro, TripIt, FlightTrackPro, GateGuru, Taxi, Kindle, Viber, Truphone, Skype, Free
Conference Call, Callvine, Calliflower, Beluga, Cisco WebEx Meeting Center, GoToMeeting,
Square, Intuit GoPayment Credit Card Terminal, Shoeboxed Receipt Tracker and receipt
Reader, Expensify, LinkedIn, WorldCard Mobile, Card Manager, Bump, Gist, Calvetica
Calendar, Dialvetica, Documents To Go-Office Suite, QuickOffice Connect, Dropbox, Wyse
PocketCloud, Mocha VNC, Genius Scan, PrinterShare, Roambi - Visualizer, Keynote,
MiniBooks for Fresh Books, iPunchclock, Salesforce Mobile, Kinito Lite, OmniFocus, Dragon
Dictation, Evernote, Mint.com, PageOnce Pro, Sure Payroll, RUN, PlacePop, WeReward,
HKTCD Mobile
Huge selection of Business Finance Apps, Inventory, Timehseets, CRM
http://www.appolicious.com
Thoughts
•In the 1 hour session give everyone an App to choose and let them explore and define
what they like, dislike about it. Like an interactive workshop.

13. MAWD Version 2.0
B2B App Examples (show some live examples, interact-
discuss)
Time: 15.45 - 16.45
App choice.
Results and Discussion
Each group can go through the app of their choice.
•How does it make the job or process more efficient?
•How might it add value to the brand?
•Was it easy to use, or difficult to figure out?

14. MAWD Version 2.0
Wrap up Day 1, Drink.
Time: 16.45 - 17.15
Quickly recap the program, explain the details for Dinner and
meeting point.
Why B2B Apps? (Part 1 - Stats)
Why B2B Apps? (Part 2 - Selling Points)
B2B Apps ‘we’ use in the field now! Why?
B2B App Categories
B2B App Examples (show some live examples)

15. MAWD Version 2.0
Recap and Insights from Day 1
Time: 09.00 - 10.00
A reflection on what we covered yesterday. Show the program
from yesterday.
Insight Session
Think alone, write down you ideas for 15 minutes. Talk / Open discussion for 45 minutes
•What happened?
•How did I feel / react?
•How can I apply it at work?
Thoughts
•create an open discussion, letting people share there insights from yesterday

16. MAWD Version 2.0
Coffee break
Time: 10.00 - 10.15
Get your fix of caffeine!

17. MAWD Version 2.0
Where to from here? How do I go about building an App?
Time: 10.15 - 11.30
From concept to design to price to time to delivery.
Pre-requisites
•Main goal is to create an App that helps make something Better, Faster and Easier
•Initial thoughts Concept
•Pricing considerations/models (Concept, Design, Programming, Infrastructure, Client/
Projectetc.)
•Basic Design Considerations/App flow (Tapworthy - Designing great iPhone Apps, by
Josh Clark)
•Timeline and deliverables including App Store (or similar) submittal
Documents to take with you from my Public Dropbox Folder
•app_concept (Pages, PDF)
•app_pricing (Pages, PDF)
•mawd_amsterdam (Keynote, PDF)

18. MAWD Version 2.0
Wrap up!
Time: 11.30 - 12.00
Lets work together.
Points for further consideration
•Global business model
•Virtual Office
•Openess / Communication / Accountability
•Trust between people is always needed
•Build a team and build an App
Did we reach our goals?
•To better understand the world of B2B Apps?
•To be able to explain to clients the advantages to them investing in a B2B App?
•What they add to the clients brand in way of value?
•To be able to co-create a B2B App from concept to launch and the possibility of
collaboration?

19. MAWD Version 2.0
Lunch
Time: 12.00 - 13.00
Time for a lunch together.