There a lots of Fortune 500 companies seeing huge returns in mobile, but this doesn't mean that mobile is out of the realm of possibilities for every company. Whether they create their own apps in house, use existing mobile software or simply execute an SMS campaign - mobile can
2. In 2009, the Pizza Hut’s app surpassed $1 million in sales after being live
in the App Store for 3 months.
In the future, Pizza Hut expects 50% of its orders to be via mobile
3. In the first two days of its existence, the Gilt Groupe iPad app
compromised 3% of the company’s sales
Their most expensive item ever sold, a $24,000 watch, was via iPad.
4. You know you need to be
in mobile
But where does it fit in
your company?
And where does it
fit in your budget?
8. Tech cycles last about 10 years.
Mainframe Mini Personal Desktop Internet Mobile Internet
Computing Computing Computing Computing Computing
1960s 1970s 1980s 1990s 2000s
courtesy of Mary Meeker
9. When a new cycle arrives, few companies maintain their lead
Mainframe Mini Personal Desktop Internet Mobile Internet
Computing Computing Computing Computing Computing
1960s 1970s 1980s 1990s 2000s
Prime Microsoft Google Google
IBM
Data General Cisco AOL
NCR
HP Intel eBay
Control Data
Digital Equipment Apple Yahoo
Sperry
Computervision EMC Amazon.com
Honeywell
Wang Labs Dell Alibaba
Burroughs
Compaq Baidu
courtesy of Mary Meeker
10. This isn’t just a new opportunity, it’s a huge opportunity
1,000,000
Mobile Internet
100,000
Desktop Internet
10,000 10b +
1b +
units/users
1000
PC
100 100m
Minicomputer
10 10m
Mainframe
1 1m
1960 1970 1980 2000 2010 2020
courtesy of Mary Meeker
11. Still don’t think a technology paradigm shift applies to you?
Neither did they
16. Yale gave 520 medical students
iPads. In addition offering new
tools, it’s saves the school on their
$100,000 printing budget.
Harvard is test-piloting a
series of apps on multiple
platforms to let students track
patients.
17. But what about the rest of us?
You don’t have to be big to use mobile in your business
18. FH Inspector
Fire inspections are
tedious, and collecting
fines is hard
The FHinspector app has
helped cities streamline
data input and increase
income
19. The Highball
The karaoke songs were
difficult to navigate, it was
hard to update printed
book
This app lets new songs be
easily added and creates
loyal customers that
favorite and suggest songs
20. Castle Pines Capital
Critical credit information
couldn’t wait for a business
customer gets to their
computer
In addition to letting
customers access their info
on the go, they can receive
push notifications to warn
them of any trouble.
21. Mobile is ideal for business..
• Inexpensive • Easy to use,
• Light weight no training
needed
22. ...and it’s ready to meet enterprise challenges
Virtual Private Network security
Out of the box, already made to integrate with Cisco IPSec, L2TP,
and PPTP
Exchange Active Sync
Not only does a user have all their contacts etc. , their
company can also remotely wipe the phone and more
Standards based
CalDAV, CardDAV and LDAP enabled
23. And, of course, we can’t talk about mobile today without mentioning...
24. Companies don’t necessarily have to create apps,
there’s already an ecosystem of apps from private developers
Business HR Time Sales
Intelligence Tracking CRM
Word Task
Management Presentation Design
Processing
25. But it’s also becoming easier all the time to develop your
own custom apps
Apple enterprise developer account
addresses the need for distributing app
builds in a corporate setting.
Private app stores and testing
environments for enterprise are emerging
26. And they’re easy to distribute
Volume Purchasing Program Enterprise App Stores
&
Wireless distributions
28. 1. Identify Opportunities
2. Set Objectives
3. Settle on a Technology
4. Value the Benefits
5. Calculate Cost of Ownership
6. Build a Business Model
37. Don’t let marketing or IT be the only idea drivers.
Involve all stakeholder in a Mobile Workshop
Give all departments an index card to
answer “list a way mobile could better
your role”
An app
to help
Not all ideas will be good, or feasible employ
network ees
Focus on opportunity, not technology
to
tore duct
n-s pro
s i he
ad e t
iP t
38. 2.Set Objectives
In step 1 we identified a problem, now we identify the high level
techniques for solving those problems.
Everything+ kitchen sink
Your app can’t do everything, and feature
creep is a cancer on the development
process. These objectives guide features.
39. 3.Settle On a Technology
NFC Bluetooth SMS QR Codes
Mobile Web LBSN Native Apps Tablets
40. Avoid trendiness and gimmicks.
You don’t need an augmented reality “Yelp
Monocle” for doctors.
Know your priority
Depending on whether your driving force is speed,
presence or budget, it can dictate the technology you use.
41. 4.Value the Benefits
Best, Worst and Likely Look into the Future
Adoption is easy to predict internally, but Plan out for more than one year but less
difficult externally. than three.
Expect about 2 to 10% of customers to adopt Look at adoption rates of the technology you
are using.
42. Questions to ask:
What’s the value of losing or gaining a customer?
What’s the value of gaining PR from our mobile product?
How often will people use this product, now,and over time?
How fast will people adopt it now, and over time?
What’s the value of each interaction?
43. 5.Calculate Cost of Ownership
Development Maintenance Hosting Marketing
Hardware Content/API Creation Updates Licensing
44. In House vs Outsourced
• Mobile developers can be expensive
and hard to come by
• It’s unlikely your existing teams are qualified
• A small team will be able to produce and
support very few products
• When looking at vendors, know what you
don’t know. Don’t re-use a web RFI.
* See our mobile RFI
45. Plan to spend 10 to 15% of original product cost for
maintenance
Outside feeds, such as Google Maps, require
ongoing licensing fees
Plan for a mobile ad spend, if this is something new
for you, seek a vendor who can also assist with
basic marketing
46. 6.Build a Financial Model
At the end of the day, the model for mobile is the same one
for lemonade stands and any other business
(Total benefits) - (Total costs)
= ROI
(Total costs)
But there are wild cards in mobile
47. Lost Opportunity Cost
Don’t let short sightedness hurt you, this could be a huge opportunity to
climb over a competitor. Look at Netflix vs. Blockbuster.
The unpredictable
We can’t know what Apple plans in its next
iPhone, or how that make affect Android
adoption.
There are a lot of unknowns in an emerging
area, take your business plan with a grain of
sale
Hi, I’m Tarun Nimmagadda and I’m the COO at Mutual Mobile.\n\nJust to give you a little background on Mutual Mobile:\n• we’re an Austin-based company that have worked on more than 100 mobile projects\n• we work cross platform on everything from Blackberry to mobile web, and frequently help companies port existing apps\n• we have the largest iOS dev shop outside Apple and employ some of the best developers around\n• and in addition to our headquarters here in Austin, we have offices in San Francisco, Hyderbad India and a soon -to-open office in Europe.\n
Hi, I’m Tarun Nimmagadda and I’m the COO at Mutual Mobile.\n\nJust to give you a little background on Mutual Mobile:\n• we’re an Austin-based company that have worked on more than 100 mobile projects\n• we work cross platform on everything from Blackberry to mobile web, and frequently help companies port existing apps\n• we have the largest iOS dev shop outside Apple and employ some of the best developers around\n• and in addition to our headquarters here in Austin, we have offices in San Francisco, Hyderbad India and a soon -to-open office in Europe.\n
Hi, I’m Tarun Nimmagadda and I’m the COO at Mutual Mobile.\n\nJust to give you a little background on Mutual Mobile:\n• we’re an Austin-based company that have worked on more than 100 mobile projects\n• we work cross platform on everything from Blackberry to mobile web, and frequently help companies port existing apps\n• we have the largest iOS dev shop outside Apple and employ some of the best developers around\n• and in addition to our headquarters here in Austin, we have offices in San Francisco, Hyderbad India and a soon -to-open office in Europe.\n
Hi, I’m Tarun Nimmagadda and I’m the COO at Mutual Mobile.\n\nJust to give you a little background on Mutual Mobile:\n• we’re an Austin-based company that have worked on more than 100 mobile projects\n• we work cross platform on everything from Blackberry to mobile web, and frequently help companies port existing apps\n• we have the largest iOS dev shop outside Apple and employ some of the best developers around\n• and in addition to our headquarters here in Austin, we have offices in San Francisco, Hyderbad India and a soon -to-open office in Europe.\n
Some of our clients include Google, Audi and Cisco and we love working with startups as much as we do Fortune 500s\n
But enough about us, let’s get to why you’re really here. I’m not going to waste the first 30 minutes of this session telling you just how widespread and important mobile is, you know that.\n
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But what about the rest of us? Those of us who aren’t a Fortune 500 or an Ivy League school or big mobile company. \n\nDo we need to be in mobile? And even more importantly, can we even afford to be in mobile?\n\nThe answer is yes. With the state of mobile today EVERY company has a place for mobile and it can be an affordable way to boost productivity, increase customer loyalty and open new channels for sales.\n
Here are just a few small companies that have found ways to integrate mobile, or create their own apps....\n
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Today, mobile is made for business. We’re not talking about some sort of sophisticated piece of equipment, or a system companies need to buy into. \n\nJust looking at a general level...\n\nIt’s light weight: and it’s getting lighter all the time. weighing in at just over ** pounds, iPads represent a perfect way to send a computer into the field.\n\nIt’s easy to use: iOS technology in particular is prized for being incredibly easy to use. It’s a technology that excites young employees without looking like a barrier for older employees.\n\nIt’s inexpensive: starting at $500, an iPad represents an cheap way to mobilize your workforce. \n
Today, mobile is made for business. We’re not talking about some sort of sophisticated piece of equipment, or a system companies need to buy into. \n\nJust looking at a general level...\n\nIt’s light weight: and it’s getting lighter all the time. weighing in at just over ** pounds, iPads represent a perfect way to send a computer into the field.\n\nIt’s easy to use: iOS technology in particular is prized for being incredibly easy to use. It’s a technology that excites young employees without looking like a barrier for older employees.\n\nIt’s inexpensive: starting at $500, an iPad represents an cheap way to mobilize your workforce. \n
Today, mobile is made for business. We’re not talking about some sort of sophisticated piece of equipment, or a system companies need to buy into. \n\nJust looking at a general level...\n\nIt’s light weight: and it’s getting lighter all the time. weighing in at just over ** pounds, iPads represent a perfect way to send a computer into the field.\n\nIt’s easy to use: iOS technology in particular is prized for being incredibly easy to use. It’s a technology that excites young employees without looking like a barrier for older employees.\n\nIt’s inexpensive: starting at $500, an iPad represents an cheap way to mobilize your workforce. \n
But there are real business challenges we have to consider outside ease of use. Things like device management and security. It’s factors like these that let Blackberry hold fast in the business market for so long, but now other device manufacturers have caught up.\n\n\n\n
But there are real business challenges we have to consider outside ease of use. Things like device management and security. It’s factors like these that let Blackberry hold fast in the business market for so long, but now other device manufacturers have caught up.\n\n\n\n
But there are real business challenges we have to consider outside ease of use. Things like device management and security. It’s factors like these that let Blackberry hold fast in the business market for so long, but now other device manufacturers have caught up.\n\n\n\n
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\nmarkley enterprises, warehouse\n\nwhen a new shipment comes in, it messages the employee nearest to that shipment as opposed t having to come to the main desk for a list of what to get. decreased employee step by 30%. Time it took to pack an order dropped by a third\n
Lowes deploying 42,000 iphones to their stores to turn employees into walking cash registers\n
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Double Tree hotels is among several companies using an iPad training system called solid. New lessons are automatically pushed to the device, they can have multimedia content and allow training to happen out in the field or on location\n\nhttp://www.thinksolid.com/products/solidtraining/\n
It’s happened more than once that people come to us and want an app, and they don’t NEED an app. In fact it would be overly expensive and wouldn’t meet their business objectives. The same things happens with gimmicky technology - companies wanting to use QR codes or augmented reality even though it doesn’t really serve their goals. Don’t be trendy just to be trendy...at the end of the day, it doesn’t matter if it’s cool, it only matter is it creates a good user experience\n\nThere is more than one way to skin a cat in mobile. We have tool like mobile web, native apps, bridging technologies such as phone gap and more. It’s important to understand your main driver so that you can choose a technology that hits it.\n
It’s happened more than once that people come to us and want an app, and they don’t NEED an app. In fact it would be overly expensive and wouldn’t meet their business objectives. The same things happens with gimmicky technology - companies wanting to use QR codes or augmented reality even though it doesn’t really serve their goals. Don’t be trendy just to be trendy...at the end of the day, it doesn’t matter if it’s cool, it only matter is it creates a good user experience\n\nThere is more than one way to skin a cat in mobile. We have tool like mobile web, native apps, bridging technologies such as phone gap and more. It’s important to understand your main driver so that you can choose a technology that hits it.\n
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Hiring from the talent pool for mobile in every city, but particularly Austin, is competitive. If you don’t know what skills to interview for, you may not get quality.\n\nYou may have an existing designer or web developer, but these are entirely different skills. You’re likely to experience a lot of trial and error.\n\nA small team will be right for some companies, but be aware that they will only be able to develop one app at a time \n\nIn the wake of app mania, lots of companies have sprung up to create apps and mobile products. Your options vary from small boutique shops, to template solutions, to overseas outsourcing. \n\nIf you have an existing RFI you use for web, it probably won’t suffice for mobile. Use a mobile specific RFI (we have one you can download). \n\nAlso, know what you don’t know. If you are a company with very little mobile knowledge, opt for a vendor who can help you with strategy and not just execution.\n
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It’s possible to catch up with the current trends in mobility, but it is difficult to overtake a company already versed in the technology and\nsteeped in a dedicated mobile user base. While a hesitant company may just be dipping a toe into mobile, a competitor could be building an\nin-house team and developing specialized apps and mobile websites that capture previously untapped customer segments. You will\nnever be able to turn back the clock on the current technological climate, and companies that drag their feet on understanding how to succesfully\nuse mobile can be harm their chances for future success.\n