1. Developing a Mobile Proposition
Section 4: Strategy to Execution
MICHAEL NUCIFORO
Mobile Consultant, Innovator and Futurist
2. Section 4 – 12:10 to 13:10
Strategy to execution
• Strategy definition: how to shape your proposition to achieve your objectives
• Business case: the factors to consider to ensure long-term ROI
• Delivery approach: how to structure your organisation to execute your strategy
• Moving beyond projects to an integrated channel offering
Next: Lunch Break
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12. Validate through research…
1 Identify the opportunity to launch new mobile services
Quantify the size of the opportunity or level of demand.
2 Confirm the most compelling new mobile services
Determine the priority features of any new services and potential business value.
3 Determine the opportunity for achieving benefits
Assessment of which services would likely lead to the migration from higher cost channels.
4 Provide preliminary guidance to the marketing strategy
Understand the key usage motivators and any potential barriers to adoption.
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15. Key Takeaways…
1. Establish a culture of innovation – It’s not one project
2. Set yourself up for success and deliver
3. Understand your customers, their needs and key benefit drivers
4. Use this information to guide your vision and roadmap
5. Validate your propositions with the end user
6. Confirm your delivery approach based on your organisation
7. Market the proposition to achieve your objectives