Companion slides to the Webcast: "8 Steps to Scaling Your Mobile Strategy" The webcast describes how smart organizations are using mobile to enhance customer relationships. By reviewing the slides and watching the webcast recording, you'll learn: - Why mobile adds value to customer relationships - Secrets of apps that get used every day - How to design success into your first app - Techniques that enable your existing development team to support multiple platforms, apps and businesses through an integrated mobile platform

1. 8 Steps to Scaling Your Mobile
Strategy
Scott Schwarzhoff
VP, Marketing & Developer Relations
sschwarzhoff@appcelerator.com

2. Two keys to unlocking the mobile opportunity
…and how can Appcelerator help me do that?
How can mobile add value to
my customer relationships?
How do I build a scalable mobile strategy?
Appcelerator enables businesses to transform their
customer relationships and empower their
mobile workforce through rapid innovation and a
scalable mobile platform

3. Two keys to unlocking the mobile opportunity
…and how can Appcelerator help me do that?
How can mobile add value to
my customer relationships?
How do I build a scalable mobile strategy?

11. Two keys to unlocking the mobile opportunity
…and how can Appcelerator help me do that?
How can mobile add value to
my customer relationships?
How do I build a scalable mobile strategy?

12. FRAGMENTATION IN EVERY LAYER
Multiple Skill Sets
Multiple Devices
Multiple Platforms
Multiple Clouds PaaS Enterprise SaaS

13. MOBILE MATURITY MODEL

14. MOBILE MATURITY MODEL:
CUSTOMER EXPERIENCE

15. Case Study: NBC
h"p://www.appcelerator.com/partners/case-­‐studies/
http://www.appcelerator.com/partners/case-studies/

16. Customer Experience Evolution
Jay Leno Jimmy Fallon NBC = #1 App!
(iPhone) (iPhone & Android) (iPad, iPhone & Android)
OBJECTIVES Reach Reach, Reach, Engagement,
Engagement Loyalty, & Monetization

17. DISCUSSION
What are your top business challenges and how does
mobile (RELM) help solve them?
What is the ‘utility’ of your brand?
Business goals for mobile now (Maturity Model)? In 12
months?

18. DISCUSSION
Social habits of your target customer?
What new customer groups would you like to reach?
Plans for loyalty programs?
Interest in ‘specialty’ apps targeted at sub-groups?

19. MOBILE MATURITY MODEL:
PLATFORM DEVELOPMENT

20. DISCUSSION
Platform priorities for reaching target segment?
Potential of tablets?
Role of mobile web?

21. MOBILE MATURITY MODEL:
DEVELOPMENT STAFF

22. DISCUSSION
Skillset and bandwidth of internal resources?
Desired timeframe for bringing development in-house?
Desired ‘SLA’ between mobile business owners & those
responsible for development & delivery?

23. MOBILE MATURITY MODEL:
TECHNOLOGY

24. DISCUSSION
What data needs to be flowing in and out of the app?
Where does that data live? How is it exposed today?
What ‘components’ need to be consistent across apps?

25. ENTERPRISE MOBILE CLOUD PLATFORM

26. ENTERPRISE MOBILE CLOUD PLATFORM

27. ENTERPRISE MOBILE CLOUD PLATFORM

28. MOBILE MATURITY MODEL:
WHERE’S YOUR COMPANY TODAY?

29. Case Study: NBC
BUSINESS CHALLENGE
100 digital properties = digital content complexity
Need to own mobile app strategy in-house
Tactical, one-off, not scalable approach to mobile
Cross-platform mandate: iPhone, iPad, Android Phone,
Android Tablet, Google/Apple TV

30. Case Study: NBC
SOLUTION: APPCELERATOR TITANIUM PLATFORM
AND TITANIUM+PLUS
Common NBC APIs across all OSes/devices
Photo, blog, news feeds, show schedules
myNBC social sharing and comments
Reusable web services, DART advertising,
Omniture analytics
Appcelerator Titanium
97% code reuse across iOS, Android
80% cost, time-to-market reduction
Centrally managed by NBC.com team

31. NBC’S MOBILE STRATEGY EVOLUTION
Exploration Acceleration Innovation
Reach, Engagement,
Objectives Reach Reach, Engagement
Loyalty, & Monetization
Project Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android
Moderate / custom UI, Complex / 50 fully
Frontend Simple / web-like
social, camera native components
Moderate / module development Complex / fully integrated
Backend Simple / available
(ex: Omniture) across disparate systems

32. IN SUMMARY
Innovate Rapidly
Scale to any device
Control your mobile destiny

33. NEXT STEPS
• Mobile Strategy Workshops
• Mobile App Development Workshops
• Developer Training and Certification
• Application Development Services
sales@appcelerator.com
(877) 909-4589

34. Scott Schwarzhoff
VP, Marketing & Developer Relations
sschwarzhoff@appcelerator.com