Marketing

APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY

4 Steps to Creating
a Mobile Strategy
How many times have you wondered …
"What did I ever do before the web?"
Soon you’ll be asking the same thing about mobile.
At Appcelerator, we help the world’s
biggest and best brands create and execute
mobile strategies on our Titanium platform.

appcelerator.com
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© 2011APPCELERATOR, INC. ALL RIGHTS RESERVED

APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY

APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY

The Mobile Opportunity
Bigger, Faster, Better than the Web
The web revolution created the next generation
of giants — companies like Google, Amazon,
and eBay went from nothing to multi-billion
dollar market caps in less than adecade. Today,
mobile is helping fuel a new generation of
giants — companies like Facebook, Groupon,
and Zynga have reached multi-billion dollar
valuations in half the time of their predecessors
… and all without an IPO.
The mobile revolution will be like its web
predecessor with two important exceptions:

Companies now have a window of opportunity
to think about how mobile can transformtheir
business as radically as the web did. By making
mobile a part of their overall digital strategy,
companies can transform their relationships
with their customers in even greater ways than
they did with the web.

MOBILE

• Mobile will be more transformative than
the web … because mobile devices are
always with your customer.
• Mobile is going to evolve at a much
faster pace …because we’ve learned
a lot from the web. In fact, mobile
shipments outpaced desktop/laptop
shipments last year. The race is on.
The initial effects of this mobile revolution are
already being felt. The iPad single-handedly
killed the netbook market. Apple’s massive
success with the iPhone and iPad has presented
a significant threat to established mobile giants
like RIM, Nokia, Microsoft,and Motorola.
Companies are now allowing employees to
bring their own devices into the workplace —
a concept that would have been unheard of just
a year ago — and new mobile-based ventures
are receiving staggering amounts of money
from Silicon Valley venture capital firms.

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© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED

WEB

APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILESTRATEGY

A Model From the Web
Exploration, Acceleration, Innovation
Remember the first generation of websites?
They were basically informational sites that
put the company’s brochureware on the web.
Companies took what they already had —
sales collateral — and hired a consultant who
knew HTML to create web pages that could be
accessed by anyone who had a computer. This
was theexploration phase.
Once companies figured out how to make
information accessible on the web, they then
wanted to interact with their customers.

Remember the first time you checked your bank
balance online? Or went to the web for driving
directions? This was the acceleration phase.
The next natural step was to use the web
to transform their relationship with their
customers. Now a store could notonly provide
an interactive store locator, but now they could
put their catalogs online and let customers
buy their products over the web. This was the
innovation phase.

WEB MATURITY MODEL
Exploration

Customer
Experience

Acceleration

Innovation

Transform

Inform

Engage

(brochureware)

(interacive)

(commerce,
cloud services)

Development
Staff

OutsourcedMix

In-House

Technology

Web servers

App servers

EAI-type products

How does a company create a mobile
strategy that will get them into the
mobile market quickly, and provide
a scalable plan for the future?

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© 2011 APPCELERATOR, INC. ALL RIGHTS RESERVED

APPCELERATOR WHITEPAPER: 4 STEPS TO CREATING A MOBILE STRATEGY

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Decide how you want to interact with your...