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/
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
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
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?
✔
33.
34.
35.
36.
37.
38.
39.
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
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
Notes de l'éditeur
Nolan and I founded Appcelerator 4 years agoOur mission has always been to enable developers to be able to build next generation applications at web speed3 years ago, we packed our bags and moved our family and friends to Silicon Valley to pursue this dream
Main ideas:Hamburg Titanium has 35 members so far (past 2 wks w/o advertising! Indicates plenty of interest, but not organised/channeled… yet)Need leaders in Munich and Berlin areas to build 3 strong groups in leading German development hubs – Leadership is easy. We’ll support you. Anyone interested pls. see Liz Myers, Platform Evangelist for Appcelerator or Marcus Ross and we can help get a group near you started