SCALING MOBILE ACROSS THE ORGANIZATION: STRATEGY, COMMUNICATION, DEVELOPMENT, AND QUALITY For marketers and app developers alike, the ever changing world of “mobile” leaves us with both adapting to new technology and increased consumer expectations. Our panelists will share their experiences and challenges in shifting strategies, processes and technologies to stay ahead of the pack by building a solid mobile technology framework built to scale. KEY TAKEAWAYS: Approaching scalable mobile architecture through backend/mobile platforms Creating mobile development teams and approaches Developing a test plan and architecture Establishing an organization-wide mobile vision Increasing organizational resilience and team focus Introducing the role of digital accelerators Increasing ROI through iterative development and fast cycle time Aligning mobile with an elevated consumer segmentation focus PANELISTS: Jake Joraanstad Myriad Mobile, Co-Founder and CEO jake (at) myriadmobile.com Nick Roseth SWAT Solutions, Vice President of Technology Delivery nroseth (at) swatsolutions.com Alex Murphy Blue Cross Blue Shield, Sr. Director, Consumer and Digital Experience alex.murphy (at) bluecrossmn.com Sara Chapman Lifetime Fitness, Director, Email and Mobile Communication schapman (at) lifetimefitness.com

1. MIMA SUMMIT 2015 – THE DISRUPTORS

2. Thank You, Summit Sponsors

3. Thank You to Our All Things Mobile Track
Sponsor

4. Wi-Fi Network Information
Network: MIMA 2015
Password:
DisruptMIMA2015

5. Jake Joraanstad
Founder and CEO
Myriad Mobile

6. Mobile in the Enterprise
Three Generations
Checking the Box
Utility Apps
Platform Approach

7. Sara Chapman
Director of email and mobile
communications
Life Time Fitness

8. “Mobile is becoming not only the new digital
hub, but also the bridge to the physical
world. That’s why mobile will affect more
than just your physical operations – it will
transform your entire business.”
- Thomas Hussan, VP and Principal Analyst Forrester Research

9. Internet usage on mobile devices has out paced
desktop as of early 2014.
Number of Global Users (Millions)

10. Alex Murphy
Senior director of consumer
and digital experience
Blue Cross Blue Shield of MN

11. I HEAR YA PHASE
BLUE BEGINS PAYING
ATTENTION AND
ACTUALLY LISTENING
TO ANNA’S NEEDS.
I NEED
SIMPLE.
OK!
AWESOMENESS PHASE
ANNA FEELS HEARD
AND REALLY DIGS
BEING WITH BLUE.
AWKWARD PHASE
ANNA HAS HIGH
EXPECTATIONS,
BUT BLUE IS FOCUSED
ON MORE “IMPORTANT”
THINGS.

12. Nick Roseth
Vice President of Technology
SWAT Solutions

13. • Impact
• Planning (budget, team)
• Reporting & Governance
• Agile vs. Waterfall
• Manual vs. Automation
• Technical Architecture
Quality
Strategy

14. Business Best
Practices

15. Sara Chapman
Director of email and mobile
communications
Life Time Fitness

16. Building a comprehensive, personalized, and
holistic mobile communication strategy to
align with your consumer journey is imperative
to success
Consumer
Email
Social
Apps/
Mobile
Web

17. Acquire Welcome Engage Retain
ü App download
ü Account set up
ü Communication
opt in
ü Onboard new user
ü Intro to the app
ü How to use the
app
ü Maintain usage
ü Begin engagement
ü Drive
utilization
ü Mobile as primary
source of
communication
Let your consumers take you wherever they go.

18. Alex Murphy
Senior director of consumer
and digital experience
Blue Cross Blue Shield of MN

19. BE DO
HUMAN LISTEN, BUILD EMPATHY
CONSUMER ADVISORY BOARD
HOLISTIC THINK ABOUT EXPERIENCES
MOBILE CONNECTION/INTEGRATION TO OTHER STRATEGIES
BOLD CREATE A COMPELLING VISION
JOURNEY
CO-CREATIVE DESIGN WITH STAKEHOLDERS + CONSUMERS
CX CENTER OF EXCELLENCE
AGILE TEST + LEARN + ITERATE
ACCELERATOR

20. Services
Best Practices

21. Jake Joraanstad
Founder and CEO
Myriad Mobile

22. Platform Architecture
It matters. A lot.

25. Future-enabling
No one knows what “device” we’ll be using
in 3 years, but we know the way it will
communicate.

26. Nick Roseth
Vice President of Technology
SWAT Solutions

27. • Native vs. Responsive
• What to test
• Architecture (web services, integrations)
• Device Configurations
• Automation Platforms & Strategy
• Performance Testing
• UAT
Quality
Practices

28. Thank You, Summit Sponsors

29. Thank You to Our All Things Mobile Track
Sponsor