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Mobile is replacing the Web -- not soon, now -- but too many companies have their heads in the sand, convinced it’s just another “trend.” It too shall pass, right? See what Appcelerator co-founder and CTO, Nolan Wright, has to say about why B2U is the only acronym that matters.
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Mobile & The New Experience Economy(And What it Means for IT)NOLAN WRIGHT, CO-FOUNDER & CTO@appcelerator
THE ELEPHANT IN THE ROOM
What the business will pay for.
Mobile
is replacing the web.
7,095,476,818
TOTAL WORLD POPULATION
2,484,915,152
INTERNET USERS
6,572,950,124
MOBILE SUBSCRIBERS
48%52%
URBAN RURAL
35%INTERNET PENETRATION
93%
MOBILE PENETRATION
SOURCE: We Are Social. wearesocial.sg. JANUARY 2014
World designed by Ted GrajedaOro Valley, AZ, US 2013
101%
NORTH AMERICA
89%CENTRAL AMERICA
124%
SOUTH AMERICA
MOBILE PENETRATION BY REGION
JANUARY 2014 SOURCE: We Are Social. wearesocial.sg.
129%
WESTERN EUROPE
AFRICA
67%
112%
MIDDLE EAST
151%
CENTRAL & EASTERN EUROPE
72%
SOUTH ASIA
90%
CENTRAL ASIA
92%EAST ASIA
109%SOUTHEAST ASIA
94%
OCEANIA
Mobile phones are now more ubiquitous than indoor plumbing.
“DEPUTY UN CHIEF CALLS FOR URGENT ACTION TO TACKLE GLOBAL SANITATION CRISIS." UN NEWS CENTER. UN, 21 MAR. 2013
You are
here.
Marker designed by Alex S. LakasSan Francisco, California, US 2013
WHY?
DUMB TERMINAL(WITH BETTER GRAPHICS)
ANTICIPATORY, PARTICIPATORY POCKET
DEVICE
WHICH WOULD YOU CHOOSE?
“Do as I say.”
“Do as I say.”
MOBILE IS BUILT ON INTUITIVE USER EXPERIENCES
MILLENIAL EMPLOYEE MEETS SAP
“Saturday and Sunday, we’re masters of the universe. But Monday through Friday we’re dweebs.”
– GEOFFREY MOOREAUTHOR, CROSSING THE CHASM AND ESCAPE
VELOCITY
DEAD DISTINCTIONS
C
B2C
B
B2B
E
B2E
THERE’S ONLY ONE “U”
C
B2C
B
B2B
E
B2E
U
BUSINESS-TO-USER
64%
36%
Source: Resource Now 2013
“DO YOU USE THE APPS YOUR COMPANY PROVIDES?”
YES
NO, I DOWNLOAD MY OWN
“Delight is the new normal.”
– GEOFFREY MOOREAUTHOR, CROSSING THE CHASM AND ESCAPE
VELOCITY
Market Premium0
0.5
1
1.5
2
2.5
3
3.5
4
PRICING
Extract commoditi
es
Make goods
Deliverservices
Stage experienc
es
DIFFERENTIATED
UNDIFFERENTIATED
COMPETITIVE POSITION
THE PROGRESSION OF ECONOMIC VALUE
SOURCE: Pine, B. Joseph, and James H. Gilmore. Welcome to the Experience Economy. Harvard Business Review, July 1998.
PAST:
PLANNED ECONOMYPRESENT:
FREE-FOR-ALL
Today, how would the lines of business react if you said IT would be taking over all mobile apps?
(Be honest.)
THE CONTRACT HAS CHANGED
THEN: “Does it work?” NOW: “Does it delight?”
A revolution in experience is driving an evolution in the stackCLIENT SERVEREarly 1990s
One-to-oneRich UX (GUI)Distributed computingLocal Network
INTERNETLate 1990s
One-to-manyWeak UX (HTML-Based)Server-centric computingGlobal network
MOBILEToday
Many-to-manyRich UX (driven by mobile OSs)Distributed computingInternet of Things
1990s TO TODAY
Data orchestrationOptimized payloadsOnline/offline syncElastic scaleSecure access
Great UX across platformsOpenness to any deviceApps, not applications
Performance metricsUsage patternsAdoption ratesLifecycle efficacyReal-time data to drive actions
THREE A’S OF WINNING MOBILE EXPERIENCES
“Apps and applications are two very different expressions of software…. The defining characteristic of an app is its reduced functional presence. Apps do less than applications. That is their goal.”– GARTNER
PRENTICE, BRIAN. "THE APP AND ITS IMPACT ON SOFTWARE DESIGN." GARTNER. 18 MAY 2012.
SIMPLICITY WINS.
WHAT THE “DEVICE EXPLOSION” REALLY MEANS…
81% Companies build for more than one operating system
THE WINTEL MONOPOLY IS DEAD
WHAT THE “DEVICE EXPLOSION” REALLY MEANS…
66% iOS for the Car will become a priority platform
MORE DEVICES ARE COMING
51% Google Glass will become a priority platform
RELEASE VELOCITY IS BEYOND ENTERPRISE CONTROL
17% Release weekly or bi-weekly
RELEASE FASTER WITH HIGHER QUALITY AND BETTER EXPERIENCE
48% Release weekly, bi-weekly, or monthly
EMBRACE A MULTI-PLATFORM STRATEGY
62% Experience with HTML5 is neutral to negative
HTML5 -NO SILVER BULLET
DATA
“Mobile is pushing aging web architectures to the brink.”
– FORRESTER
FACEMIRE, MICHAEL, TED SCHADLER, & JOHN C. MCCARTHY. ”MOBILE NEEDS A FOUR-TIER ENGAGEMENT PLATFORM: WEB ARCHITECTURES CAN’T HANDLE THE NEW DEMANDS OF
ENGAGEMENT.” FORRESTER RESEARCH. NOV. 2013.
HARDWARE
DATABASE
APP SERVER
WEB SERVER
APPS
TRADITIONAL WEB VIEW
(plumbing)
APIs
APPS
MOBILE DEVELOPER VIEW
“Good mobile APIs act as a spur to innovation. Think of them as Lego blocks: the better and more varied the collection of blocks you make available, the better and more creative the objects people build.”
“DATA, DATA EVERYWHERE: MOBILE APIS ACT AS A SPUR TO INNOVATION.” READWRITE. JANUARY 2014.
2014 PREDICTIONS RELATED TO APIs
89% Companies will invest in mobile-optimized APIs for external developers are third-parties
A FOCUS ON MOBILE APIs
88% Connecting to both public and enterprise data sources will become the norm for mobile apps
74% Backend-as-a-Service (BaaS) will overtake PaaS as the preferred cloud solution for mobile developers
WHAT DO THEY MAKE OF IT?
A MOVE FROM LAGGING TO LEADING INDICATORS
OWNING THE EXPERIENCE
ENGAGMENT
ACQUISITION
RETENTION
CONVERSION
QUALITY
The five mobile metrics no company should be without.
PAST:
PLANNED ECONOMYPRESENT:
FREE-FOR-ALL
PAST:
PLANNED ECONOMYPRESENT:
FREE-FOR-ALLFUTURE:
???
PAST:
PLANNED ECONOMY
I.T. AS ENABLER OF EXPERIENCES
PRESENT:
FREE-FOR-ALLFUTURE:
“INNOVATION EXCHANGE”
TO MEMORABLE EXPERIENCES
