A simple approach to mobile strategy

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Morgan McKeagney outlines the steps to get a comprehensive mobile strategy in place for your business. First presented at iQ FutureNow, Manchester 4 July 2012.

Tecnología Empresariales

iQ FutureNow: Mobile
A simple approach to mobile strategy
Morgan McKeagney, MD iQ Content, 4/07/2012

Build it & they will come? / Ghost estates

Looking for the sweet spot / How can we deliver value?

“The strategic
sweet spot of a
company is where it
meets customers’
needs in a way that
rivals can’t, given
the context in which
it competes.”

“The essence of strategy is choosing
to perform activities differently than
rivals do” Michael Porter

Source: “Can You Say What Your Strategy Is?”,David J. Collis and Michael G. Rukstad,
Harvard Business Review, April 2008

Boiling it down / Looking for your sweet-spot

Tech

Business Customer

“How can mobile deliver value for
our business and our customers?

Boiling it down / Looking for your sweet-spot

The sweet spot!

Tech

Business Customer

“How can mobile deliver value for
our business and our customers?

Developing a mobile strategy / A simple framework

1. Insight / Research

2. Strategy Deﬁnition

3. Ideate & Execute

4. Evolve & Adapt

Plus ca change / The more it stays the same

“Make my life easier &
better. Understand me.
Surprise me.”

Explosion of channels / Multichannel by default

1990 2000 2011

Shop Shop Shop Social

I need... Phone Phone Phone Tablets

Website Website Web TV

?
Email Email

Mobile

Research / Research drives unique insight

Strategy deﬁnition / Workshops & arguments

Building the opportunity map / How can we create value?

MyHealth Health Pregnancy App
Find a clinic / Mobile Management
service
Value-added
services
Claims /
receipts Serve

Retain
Mobile
Value-added Strategy
services

2-click Subscription
No nonsense
mobile plan
Acquire Renewal

BackEnd
Mobile Travel Mobile SEO
Insurance: 2-click
FrontEnd

Building to think / Prototyping & making stuff tangible

TBank

Bringing it all together / One-page strategy & roadmap

The Takeaway / Key points

• Strategy ﬁrst: be clear what it is, and who it’s for
• User-centred approach: build something that’s focused on
delivering value for a speciﬁc set of customers
• Mobile as the multichannel glue: bringing it all together
• Execute by degrees, learn by doing: prototype, baby-
steps, multi-year roadmap
• Technology & governance: big & expensive banana skins
that need to be planned for
• Appropriate budgets: don’t underestimate resources needed
to build & manage & evolve

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A simple approach to mobile strategy

1. iQ FutureNow: Mobile A simple approach to mobile strategy Morgan McKeagney, MD iQ Content, 4/07/2012

2. Build it & they will come? / Ghost estates

3. Build it & they will come? / Ghost estates

4. Absence of strategy? / (CR)Apps

5. Looking for the sweet spot / How can we deliver value? “The strategic sweet spot of a company is where it meets customers’ needs in a way that rivals can’t, given the context in which it competes.” “The essence of strategy is choosing to perform activities differently than rivals do” Michael Porter Source: “Can You Say What Your Strategy Is?”,David J. Collis and Michael G. Rukstad, Harvard Business Review, April 2008

6. Boiling it down / Looking for your sweet-spot Tech Business Customer “How can mobile deliver value for our business and our customers?

7. Boiling it down / Looking for your sweet-spot The sweet spot! Tech Business Customer “How can mobile deliver value for our business and our customers?

8. Developing a mobile strategy / A simple framework 1. Insight / Research 2. Strategy Deﬁnition 3. Ideate & Execute 4. Evolve & Adapt

9. Plus ca change / The more it stays the same “Make my life easier & better. Understand me. Surprise me.”

10. Explosion of channels / Multichannel by default 1990 2000 2011 Shop Shop Shop Social I need... Phone Phone Phone Tablets Website Website Web TV ? Email Email Mobile

11. Research / Research drives unique insight

12. Strategy deﬁnition / Workshops & arguments

13. Example / Genesis of a mobile strategy

14. Building the opportunity map / How can we create value? MyHealth Health Pregnancy App Find a clinic / Mobile Management service Value-added services Claims / receipts Serve Retain Mobile Value-added Strategy services 2-click Subscription No nonsense mobile plan Acquire Renewal BackEnd Mobile Travel Mobile SEO Insurance: 2-click FrontEnd

15. Building to think / Prototyping & making stuff tangible TBank

16. Bringing it all together / One-page strategy & roadmap

17. The Takeaway / Key points • Strategy ﬁrst: be clear what it is, and who it’s for • User-centred approach: build something that’s focused on delivering value for a speciﬁc set of customers • Mobile as the multichannel glue: bringing it all together • Execute by degrees, learn by doing: prototype, baby- steps, multi-year roadmap • Technology & governance: big & expensive banana skins that need to be planned for • Appropriate budgets: don’t underestimate resources needed to build & manage & evolve

A simple approach to mobile strategy

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A simple approach to mobile strategy

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