How to Make Money in Pocket Computers

Or, more accurately, how organizations can develop mobile-centric thinking

Jeremy BlackDirector, Consumer and Media

@jeremywblack@xtremelabs#SCREENS12

1. The Shift to Mobile Computing

2. Why Innovate?

3. Mobile inside most organizations

4. Mobile for all the right reasons

5. The right mobile entry point / team / process

HA HA!

MOBILE

Success in the mobile ecosystem will elude incumbents and embrace newcomers.

These Seem Like Obvious Paradigm Shifts

This is an Obvious Paradigm Shift

Innovation is just the design of business.

Why innovate?

* I realize this is an odd question

Half of N.A. Smartphone users do price comparisons in-store

110M+ Smartphone users in US

One-third of North Americans access social media sites via mobile

One-quarter of North Americans access maps via mobile

Extending the existing paradigm to mobile is just a stepping stone

Even HuffPo couldn’t adapt fast enough

Yet this 155 year old publisher pushes on

Lessons for the laggards

1. What is the threat to incumbents

2. Why they need to innovate / adapt

The growth in mobile computing is only accelerating

Mobile is fragmented in every regard.

Government

Mobile in the Org Today

Retail, enterprise, and financial services organizations areentering the second phase of their mobile evolution

Mobile is a core competency in news publishing, software,and amongst a growing group of mobile-centric innovators

Wants

(The blue screen of death)

vsNeeds

Mobile for all the right reasons.

If you’re all of these things shouldn’t your strategy be mobile centric?

ACTUALLY, If you’re any of one of these things shouldn’t your strategy be mobile centric?

The right mobile entry point.

Where are the quick wins?

Some Mobile Strategy Decision Points

Direct vs. Indirect Monetization

Utility vs. Discovery

What are our WOW moments

Acquisition vs. Engagement

What Happens After Launch

The right team/processes.

Five Keys to Structuring Your Mobile Group

1. It starts with one

2. But they need to be senior/experienced

3. They need visibility

4. They need to be given authority over all things mobile

5. They need time to get it right

COMMITMENT IS THE KEY TO GETTING POSITIVE ROI

FROM MOBILE

1. The Shift to Mobile Computing

2. Why Innovate?

3. Mobile inside most organizations

4. Mobile for all the right reasons

5. The right mobile entry point / team / process

And the 155 year old publisher pushes on. And it’s better than the deadpool.

Jeremy BlackDirector, Consumer and Media

@jeremywblack@xtremelabsJeremy.black@xtremelabs.com#SCREENS12