The document outlines a mobile strategy with four phases: 1) Launch Initial Mobile Application, 2) Maintain & Augment Current Mobile Initiatives, 3) Innovate, and 4) Addendum. Phase 1 focuses on getting the initial mobile apps launched. Phase 2 focuses on maintaining app integrity and keeping momentum. Phase 3 establishes a formal Center of Excellence and evaluates new platforms and technology. The Addendum provides supplemental metrics and timelines to support the mobile strategy.

1. Mobile Strategy

2. •
•
•
•
•

3. Ad Hoc
• Experimental
• No Budget
Engaged
• Executive
Awareness
• Pilots
• Limited
Resources
Structured
• Dedicated Budget
• Management
Resources
• Formal Projects
• Formal Roles
Managed
• Active Executive
Sponsorship
• Daily
Management
• Program Office
• Formal Budget
Guidelines
Optimized
• Strategic
Executive Focus
• Significant Budget
• Multi Application
Initiatives
• Center of
Excellence
• Deep Business
Intelligence

4. IntroductionMaintain
Q4
2012
Q1
2013
Q3
2013
Q4
2013
Q1
2014
1
Releases
2-4 4-5 4 5-6# 0f
Releases

5. The Case For Mobile At (BLANK)

6. • Mobile is an inherently personal experience; you need to be invited in to
participate
• It means your customers trust you enough to put you on their phone
• Unlike traditional mass media, your customers must navigate to and/or download your application
to interact with you
• Mobile is immediate
• Mobile is always on and connected 24/7/365
• People have their mobile devices with them more than any other technology
• 66% of adults sleep with phone in bed or next to it; increasing to 90% for customers aged 18-29
• Mobile is contextually aware
• Mobile allows companies to deliver relevant messages based on actions and even locations
• Mobile allows you to customize the experience based on the actions of your customers
• Mobile is fast
• Mobile is utilized to fill time in between activities
• Mobile users are conditioned for speed
• Mobile is driven by simplicity
• Mobile is everywhere
• 115.8 Million smartphones by end of 2012
• With the popularity of smartphones, mobile data usage will grow by 8 folds by 2016.

7. 7
• Mobile is not a stable medium
• There is and will continue to be a lot of disruption in this space
• Technology will continue to advance and affect the customer behaviors and
expectations
• Mobile is not conducive to the waterfall approach
• Mobile changes too fast to have a long development cycle
• Software will change rapidly and affect the platforms you deploy on
• Mobile is not the same as web
• Users interact different, thus the experience must be tailored appropriately
• Mobile development requires a specific and unique skillset for development and
deployment
• Mobile is not “One and Done”
• Applications must be maintained on a consistent basis
• Application features will need to be refreshed based on user feedback, business
objectives, and technology changes
• Mobile is not just a device, it is a lifestyle
• Mobile changes the way people interact with the world around them
• Customers expect to utilize mobile in their daily lives

8. 0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
All Other
Tablets
iPads
As smartphones and tablets continue to penetrate the market
at an exponential rate, iOS and Android control the majority of
the market share.
8
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
50
100
150
200
250
2010 2011 2012 2013 2014 2015 2016
Smartphone Users % of mobile phone users
% of population
0
10
20
30
40
50
60
70
iOS Android BlackBerry OS SymbianOS Other
64% of smartphone owners shop online
50% of shoppers use GPS to find store
34% download a retailers app they frequent
Tablets are growing at a faster rate than
smartphones. Developing a tablet strategy
sooner than later is highly recommended due
to the increase in demand for these devices.
Smartphone Penetration
Source: eMarketer, April 2012
Source: StatCounter Global Stats
Source: Sybase April 2012
Global tablet and iPad market

9. Mobile usage patterns continue to grow and will
outpace desktop usage by 2014.
The mobile ecommerce industry will grow to a
$31B industry by 2016.
Though purchases may not be made via mobile
devices, users research products, read
reviews, compare prices, and look for discounts
via mobile devices, thus leading to increased
transactions.
2007 2008 2009 2010 2011 2012 2013 2014 2015
Mobile Internet Users Desktop Internet Users
Source: Cisco, 2012
Source:Google/Ipsos 2012
Source: Forrester, June
2011
As mobile usage eclipses desktop usage, consumers will use
their mobile devices for transactions, research and
interactions on an increasing basis.

10. • Mobile fights attrition
• People are going to do what’s easy, so while overall
print revenues are declining, the convenience of
mobile can help defend against it
• Mobile attacks market share erosion
• In the mobile application market, consumers are
more driven by features than by brand loyalty.
• With the appropriate feature set, (BLANK) has the
ability to retain and grow market share
• Cannibalization of existing sales channels is
ok
• Business is going online and mobile
• Would you rather your revenues shift from existing
sales channels or to your competitors?
• Mobile can influence unaided brand
awareness
• Increased exposure to new customers
• Increased brand retention by current customers

11. Strategy Recommendations

12. 12
People
Process
Technology
Phase 1: Launch Initial
Mobile Application
Phase 2: Maintain &
Augment the Current
Mobile Initiatives
Phase 3: Innovate

13. Phase 1 Phase 2 Phase 3
People
Need well-defined and
separated roles and
responsibilities
Expand dedicated
mobile team with
experience and talent
in mobility
Establish a formal
Mobile Center of
Excellence
Process
Define and document
mobile development
process with key
metrics analysis
Develop a product
lifecycle methodology
and PMO governance
Deploy User-Centered
Design techniques,
while establishing
Mobility into overall
Revenue Management
Technology
Continue development
on iOS and Android
platforms until printing
apps are stable
Implement PLC
management tools and
integrate mobile into
Project Otter
Evaluate new
platforms and assess
disruptive technology
13

14. Critical Success Factors
• Completing development and critical path tasks on time
• Coordination with 3.4 release schedule(s)
• Facilitate all internal departmental requirements
• Develop the product feature roadmap with IT
• Consumer usability research on app quality and adoption
• Incorporate Mobile into overall digital strategy, including
Social and Local Strategy
People
• Need dedicated project
manager for mobile application
development
• Allow product manager to focus on
product management strategy
• Committed development resources
from IT and outside vendor
Process
• Formalize the critical path tasks
from each department represented
on the core mobile team
• Formalize UAT process for mobile
applications
• Document Mobile Release process
and dependencies
Technology
• Continue with selected
technologies and features for initial
launch
• Ensure device management for
end to end testing exists
Risks & Dependencies
• No on-going empowered project management
• Lack of insight into detailed development activities of
internal IT and outside vendor
• All UAT dependencies, including end-to-end testing
Duration
• 6 months (Nov 1 for iPhone, Jan
1 for Android launches)
Phase 1: Launch Initial Mobile Application
Focus: Get the initial applications out the door

15. Application Downloads
Review Rankings
Average Order Value
Average Orders Per Day
Cart Abandonment
Social Media Mentions
Reviews, Blogs, Press

16. Uptake Peak Dip Level Set 1 Level Set 2 Level Set 3
Promotions:
Initial success is dependent on the promotions driver. A
higher level of promotions will increase the initial uptake
of the application and will expose the app to more
potential customers.
Promise:
As potential customers evaluate the application, they
examine where the app delivers on its promise. This
includes expected features, reviews of the application,
their experience with the app and the companies ability
to deliver on its promise.
App Integrity:
The key driver for organic growth will be application integrity. This includes
the application staying current with OS changes and bug fixes. It is also
dependent on the responsiveness of the application team to user feedback.
The higher the application integrity the higher the organic growth trend line
will grow
Value:
As competition increases, the overall value of the application will play a
factor in long term success. This includes the cost of purchasing through the
application in comparison to competitors and the time and effort it takes to
deliver on the promise. A good user experience can make up for a slightly
higher price than a competitor’s, but a bad user experience will detract from
the value regardless of the cost.
Promotions, Promise, App Integrity and Value

17. Critical Success Factors
• Identify and assign Management and Leadership for
mobile team
• Utilize a formal release structure – maintain release
visibility/management
• Implement defined roles and responsibilities
• Manage vendor development process and relationships
• Continue to budget for mobile projects
• Expand current mobile initiatives beyond (BLANK)
People
• Expand dedicated mobile team
• Hire for experience and talent in
mobility
Process
• Develop and implement a product
lifecycle methodology
• Develop a PMO for tighter control
over projects
• Develop a metrics review and
reporting process
• Develop a process to analyze
metrics and integrate into mobile
strategy
Technology
• Implement PLC management tool
(TBD)
• Manage Features, Release,
Budget, Efforts, etc.
• How mobile integrates in to Project
Otter when implemented
• Develop Web Services Strategy for
External Corporate Customers
• Create iPad Development Plan
Risks & Dependencies
• Bugs and issues that don’t get fixed in a timely manner
• Not aligning to your customer’s wants and needs
• Lack of dedicated development resources
• Application and Feature creep during release cycles
• Multiple Platforms and releases increases level of
complexity
Duration
• 6 to 9 Months
Phase 2: Maintain & Augment the Current Mobile Initiatives
Focus: Keep momentum and maintain application integrity

18. 18
Scenario 1
Current Timeline based on
past history and projected
capacity.
Scenario 2
Enhanced Team: Based
on increased resource
capacity
Scenario 3
Optimized Team: Based
on increased resource
capacity and budget
allocation
Application Release Timelines will be determined based on
resource allocation and budget availability
Minor Release
Launch
Optimization
Major Release
iPhone
Android
iPad
New app /
New feature
New app /
New Feature
New app /
New feature
New app /
New Feature
New app /
New Feature
New app /
New Feature
New app /
New Feature
New app /
New Feature

19. 19
Nov
12
Dec
12
Jan
13
Feb
13
Mar
13
Apr
13
May
13
Jun
13
Jul
13
Aug
13
Sep
13
Oct
13
Nov
13
Dec
13
Jan
14
Mobile Leader
Mobile Product Manager
Enterprise Architect
Business Analyst
Data Analyst
Mobile Architect
Application Developers
1 FTE
1 FTE
Staffing Recommendations for Dedicated Mobile Team
.25 FTE
1 FTE
.25 FTE
1 FTE
1 FTE
Variable – Based on Projects and
Applications
Potential Outsource
In House
Outsource

20. 20
Business Goals Marketplace OS
Development Plan

21. Mobile
Apps
Business &
Operations
Marketing &
IT
Finance &
ROI
21

22. Market
•Conduct
Competitive
Analysis
•Identify Driving
Customer
Needs
•Discover the
Simple
Solution
•Map the
Complex
Solution
Strategy
•Write Business
Objectives
•Determine the
Critical Need
•Measure the
Effect on
Portfolio
Business
•Write basic
Business Case
•Create simple
Development
Budget
•Conduct
Impact
Analysis
Planning
•Develop
Project
Timeline
•Create
Promotional
Plan
Execution
•Identify
Developers
•Commit
Resources
•Secure Budget
Support
•Determine
Lifecycle
•Plans for
Sunset

23. 23
Nov
12
Dec
12
Jan
13
Feb
13
Mar
13
Apr
13
May
13
Jun
13
Jul
13
Aug
13
Sep
13
Oct
13
Nov
13
Dec
13
Jan
14
iPhone Launch
iPhone Minor Release
iPhone Optimization
Release
iPhone Major Release
Android Launch
Android Minor Release
Android Optimization
Release
Android Major Release
iPad Launch
iPad Minor Release
iPad Optimization Release
iPad Major Release
Mobile Focal Updates
Mobile Web
Proposed Timeline for Application Release and Updates

24. Critical Success Factors
• Absorb the Maintenance function into a formal process
• Adopt a mobile-first approach for application
development
• Creation of a dedicated mobile budget similar to
• Strategic Executive Focus
• Management of multi-application portfolio
• Utilize Business Intelligence data
People
• Establish a formal organizational
Center of Excellence for Mobile
(Outside Marketing?)
• Leverage Mobile Consortium and
get representation within
(BLANK)Corporate.
Process
• Deploy User Centered Design
process for application
development
• Measure application performance
• Tie Mobile into overall Revenue
Management strategy
Technology
• Evaluate new platforms for mobile
applications based on market share
and business impact
• Assess disruptive technology for
integration into mobile strategy
• Incorporate Mobile into Affiliate
Management Strategy
Risks & Dependencies
• Lack of strategic priority
• Not maintaining a formal mobile team
• Failure to keep up with updated technology
• Failure to keep Product Roadmap refreshed
Duration
• Ongoing
Phase 3: Innovate
Focus: Durable Competitive Advantage

25. Addendum

26. 64% of smartphone owners shop online
115.8 Million Smartphones by end of
2012
57% will not recommend business with
poorly designed mobile site
50% of shoppers use GPS to find store
34% download a retailers app they frequent
2/3 of Adults Sleep with phone in bed or next
to it. 18-29 increases to 90%

27. 0
2
4
6
8
10
12
With the popularity of smartphones, mobile data usage will
grow 8 folds by 2016

28. 397
575
775
950
1175
1375
1500
1750
1950
1150
1225
1300
1375
1450
1550
1600
1650 1675
0
500
1000
1500
2000
2500
2007 2008 2009 2010 2011 2012 2013 2014 2015
Mobile Internet Users Desktop Internet Users

29. 62.6
93.1
115.8
137.5
157.7
176.3
192.4
26.90%
39.20%
47.70%
55.50%
62.50%
68.80%
74.10%
20.20%
29.70%
36.60%
43.10%
48.90%
54.20%
58.50%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
0
50
100
150
200
250
2010 2011 2012 2013 2014 2015 2016
Smartphone Users % of mobile phone users % of population

30. Source:
http://infographiclist.com/2
012/04/20/mobile-trends-
q4-2011-infographic/

31. $0.8
$1.3
$2.1
$2.9
$3.9
$5.0
$0.0
$1.0
$2.0
$3.0
$4.0
$5.0
$6.0
$7.0
$8.0
National
Local
Source:
http://www.marketi
ngcharts.com/direct
/local-to-account-
for-two-thirds-of-
mobile-ad-spend-
in-2016-
21747/biakelsey-
us-mobile-ad-
revenues-
april2012jpg/

33. 0
50,000,000
100,000,000
150,000,000
200,000,000
250,000,000
300,000,000
350,000,000
All Other Tablets
iPads
Source: Sybase April 2012

34. 34

35. 35

36. 36