Morgan McKeagney outlines the steps to get a comprehensive mobile strategy in place for your business. First presented at iQ FutureNow, Manchester 4 July 2012.

1. iQ FutureNow: Mobile
A simple approach to mobile strategy
Morgan McKeagney, MD iQ Content, 4/07/2012

2. Build it & they will come? / Ghost estates

3. Build it & they will come? / Ghost estates

4. Absence of strategy? / (CR)Apps

5. Looking for the sweet spot / How can we deliver value?
“The strategic
sweet spot of a
company is where it
meets customers’
needs in a way that
rivals can’t, given
the context in which
it competes.”
“The essence of strategy is choosing
to perform activities differently than
rivals do” Michael Porter
Source: “Can You Say What Your Strategy Is?”,David J. Collis and Michael G. Rukstad,
Harvard Business Review, April 2008

6. Boiling it down / Looking for your sweet-spot
Tech
Business Customer
“How can mobile deliver value for
our business and our customers?

7. Boiling it down / Looking for your sweet-spot
The sweet spot!
Tech
Business Customer
“How can mobile deliver value for
our business and our customers?

8. Developing a mobile strategy / A simple framework
1. Insight / Research
2. Strategy Definition
3. Ideate & Execute
4. Evolve & Adapt

9. Plus ca change / The more it stays the same
“Make my life easier &
better. Understand me.
Surprise me.”

10. Explosion of channels / Multichannel by default
1990 2000 2011
Shop Shop Shop Social
I need... Phone Phone Phone Tablets
Website Website Web TV
?
Email Email
Mobile

11. Research / Research drives unique insight

12. Strategy definition / Workshops & arguments

13. Example / Genesis of a mobile strategy

14. Building the opportunity map / How can we create value?
MyHealth Health Pregnancy App
Find a clinic / Mobile Management
service
Value-added
services
Claims /
receipts Serve
Retain
Mobile
Value-added Strategy
services
2-click Subscription
No nonsense
mobile plan
Acquire Renewal
BackEnd
Mobile Travel Mobile SEO
Insurance: 2-click
FrontEnd

15. Building to think / Prototyping & making stuff tangible
TBank

16. Bringing it all together / One-page strategy & roadmap

17. The Takeaway / Key points
• Strategy first: be clear what it is, and who it’s for
• User-centred approach: build something that’s focused on
delivering value for a specific set of customers
• Mobile as the multichannel glue: bringing it all together
• Execute by degrees, learn by doing: prototype, baby-
steps, multi-year roadmap
• Technology & governance: big & expensive banana skins
that need to be planned for
• Appropriate budgets: don’t underestimate resources needed
to build & manage & evolve