This is a keynote presentation by Jeff Haynie, co-founder and CEO of Appcelerator, at the Mobile Developer Conference 2012 in Hamburg, Germany on February 13, 2012. http://www.mobile-developer-conference.de/

1. Transform your Customer
Relationships through Mobile
A Lesson from the World's Biggest Brands
Jeff Haynie

2. Jeff Haynie
@jhaynie

3. Founded in 2007
130 Employees
Mountain View, CA HQ,
Offices in London, Tokyo
$31.5M - Mayfield,
Translink, Storm, Sierra,
eBay, RedHat
2011 Magic Quadrant for Mobile
Consumer Application Platforms: Visionary

4. Appcelerator makes mobility possible
#1 Mobile Platform in the Industry
35,000 mobile applications
45 million devices
Largest Ecosystem
Hundreds of 3rd-party ISVs
Fully integrated
Unlimited extensibility
Global Reach and Partners
Regional and global partners
1.6 Million developers worldwide

5. Mobility will
change
humanity

9. Mobile was easy in 2007

10. Still an Apple world in 2008

11. Winds of
Android change

12. The iPad hit.
So did Android.

13. Desktop Mobile
December 2010
Mobile Out Ships
Desktop

14. 2012
Mobile Chaos
Reigns

18. Source: Flurry,
comScore, Alexa

19. Source: IDC

22. Traditional Platform Architecture

23. Next Generation Platform Architecture

24. What are the two keys to unlocking the
mobile opportunity?
How can mobile
How do I build a
add value to my
scalable mobile
customer
strategy?
relationships?

25. The Need for a Mobile Strategy
Yesterday Today
3-tier centralized web architecture Cloud connected app centric model
Presentation
Logic
Data

26. Building Your Mobile Strategy:
5 Key Questions
1) Objectives: What are my key needs in mobile?
2) Scope: How many projects will I take on over the next 3
years?
3) Platforms: What devices and OSes do I want to be on?
4) Business Model: How will I monetize my move to mobile?
5) Plan: How do I create a sustainable mobile strategy?

27. Step 1: Define Objectives
Option A Option B
I need my iPhone app! Grow revenue
Port website to app Drive down cost
Outsource everything Extend business
Monthly time horizon Engage mobile customers
Multi month time horizon

28. Step 2: Three-year outlook
Number of projects
Complexity
Scope your needs
and determine
platforms Step 3: Platforms

29. Step 4: Identify Your Business Models
Go beyond app sales and advertising for monetization opportunity
App Store Sales Advertising
Brand Loyalty
In-app Purchase
+ Engagement
Freemium/Upsell Coupons + Loyalty
SaaS/Mobile Mobile Commerce/
Subscription Offering Direct Purchase

30. Step 5: Build a Mobile Strategy
Mobile Maturity Model
Exploration Acceleration Innovation
Perspectives
Customer Inform Engage Transact
Platforms 1 2 All Major Platforms
People Outsourced Mix In-House
Reusable Modular Integrated Mobile
Technology Native Components Platform

31. Building a Mobile Strategy
Mobile Maturity Model: 2011 vs. 2010

32. What are the two keys to unlocking the
mobile opportunity?
How can mobile
How do I build a add value to my
scalable mobile customer
strategy? relationships?
✔

40. What are the two keys to unlocking the
mobile opportunity?
How can mobile
How do I build a add value to my
scalable mobile customer
strategy? relationships?
✔ ✔

41. 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

42. Case Study: NBC
Business Challenge:
Solution
100 digital properties = digital content complexity
Appcelerator Titanium Platform
and Titanium+Plus
Need to own mobile app strategy in-house
Common NBC APIs across all OSes/devices
Tactical, one-off, not scalable approach to mobile
Photo, blog, news feeds, show schedules
myNBC social sharing and comments
Cross-platform mandate: iPhone, iPad, Android Phone,
Reusable web services, DART advertising,
Android Tablet, Google/Apple TV
Omniture analytics
Appcelerator Titanium
97% code reuse across iOS, Android
80% cost, time-to-market reduction
Centrally managed by NBC.com team

43. Case Study: NBC
1 Reusable feeds:
Photo, video, blog,
3
news, schedules 1
2
2 Social check-ins
3 Push notifications
(show alerts)
4
4 Personalization 6
5 Advertising
6 Analytics 5

44. Mobile Strategy Evolution
EXPLORE ACCELERATE TRANSFORM
Reach, Engagement,
OBJECTIVES Reach Reach, Engagement
Loyalty, & Monetization
PROJECT Jay Leno iPhone Jimmy Fallon iPhone & Android NBC iPad, iPhone, Android
Moderate / custom UI, social,
FRONTEND Simple / web-like Complex / 50 fully native components
camera
Moderate / module development Complex / fully integrated across
BACKEND Simple / available
(ex: Omniture) disparate systems

45. IN SUMMARY
Innovate Rapidly
Scale your Mobile Strategy
Control your Destiny

46. Appcelerator Platform
Built for Built for Built for
Innovation Speed Integration

47. The Appcelerator Platform
5,000
Mobile+Cloud
Features:
Fully native
Reusable
Integrated
Cross-Platform
HTML5, Native, Hybrid

48. DEUTSCHLAND
Titanium Meetup.com Gruppen
Hamburg – Marcus Ross, GruppenLeiter
http://www.meetup.com/hamburg-titanium
München – (Position ist noch offen)
http://www.meetup.com/muenchen-titanium
Berlin – (Position ist noch offen)
http://www.meetup.com/berlin-titanium
http://appcelerator-titanium.meetup.com/

49. Thank you!
Dankeschön
Jeff Haynie
@jhaynie
Slides will be posted at http://slideshare.net/jhaynie