MoDev East 2012 Presentation on Product Modernization

Product moderniza/on: Shi3ing your product base to meet the needs of

mobile customers

MoDev East Panel

Moderator Dan Klaussen 3Pillar Global

Panelists Jeff Yeh WeddingWire

Mark Rolufs Carfax

Mike Cerniglia Micropact

Sameer Siddiqui GanneF

Mobile Changes Everything

•  Always on, always with you

•  Access to “authoraLve” informaLon at anyLme

•  NoLficaLon drives interacLon

•  The network of connected devices


•  Does having a mobile offering/presences change your: – value proposiLon? – customer/client relaLonships?

•  Are you invesLng in the key resources and key acLviLes to in response?

•  Does someone have the organizaLonal authority, responsibility and accountability?


What are the most important costs inherent in our business model? Which Key Resources are most expensive? Which Key Activities are most expensive?

Through which Channels do our Customer Segments want to be reached? How are we reaching them now?How are our Channels integrated? Which ones work best?Which ones are most cost-efficient? How are we integrating them with customer routines?

For what value are our customers really willing to pay?For what do they currently pay? How are they currently paying? How would they prefer to pay? How much does each Revenue Stream contribute to overall revenues?

For whom are we creating value?Who are our most important customers?

What type of relationship does each of our CustomerSegments expect us to establish and maintain with them?Which ones have we established? How are they integrated with the rest of our business model?How costly are they?

What value do we deliver to the customer?Which one of our customer’s problems are we helping to solve? What bundles of products and services are we offering to each Customer Segment?Which customer needs are we satisfying?

What Key Activities do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue streams?

Who are our Key Partners? Who are our key suppliers?Which Key Resources are we acquiring from partners?Which Key Activities do partners perform?

What Key Resources do our Value Propositions require?Our Distribution Channels? Customer Relationships?Revenue Streams?

Day Month Year

No.

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The Business Model Canvas


5

Goal: Easily communicate with my network of contacts


The soluLons don’t have to be

complex

Even if the complexity is

high

Top PRODUCT MINDSET PRACTICES PROACTIVE OWNERSHIP

•  Focus on ge*ng Product to Market •  REALLY understand the business problems •  Build a release road map mapping epics to sprints and manage

to it •  Plan for scalability, reliability, performance early on •  Review architecture, design, code early and o^en •  Plan for how you will test the system early •  UX is REALLY, REALLY IMPORTANT •  Communica/on – build a partnership relaLonship of mutual

respect


Source: DudaMobile internal data -‐ 2012


Industries going Mobile Comment Restaurant and Food 28%

Professional Services 16% Legal services, financial services, aForneys…

Health and Wellness 10% Beauty and spas account for 45%

Travel and Tourism 8% Hotel and B&B are 53%

Automobile and Transporta/on

6% car services, taxi, auto repair

Source: DudaMobile internal data -‐ 2012

Top 5 Industries to Go Mobile


The Business Model Canvas


Do you have a “Product Mindset”

How you approach mobile just may be laying the foundaLon for the future of

your enLre business.

12

MicroPact »  Product Company

•  Founded in 1997

•  Headquarters in Herndon, VA

•  150 Employees

»  ApplicaLon Plamorm

•  Business Process Management (BPM)

•  Case Management

•  Document Management

»  Primary Customers •  Federal Government

•  Fortune 500

•  UniversiLes

Mike Cerniglia Execu/ve Vice President & CTO

®

Going Mobile

» We want mobile! But what do you need?

»  Retrofirng mobile. If you only would have known.

»  The big decision. Haven’t we been here before? •  NaLve

•  Hybrid

•  Mobile Web Only

13

®

provides trusted informaLon that helps millions of people buy and sell used cars with more confidence

Established in 1986 11 Billion+ Record Database 34,000+ Sources 3.5 Million Records/Day

Carfax Mobile Plamorm

Carfax Vehicle History

Busin

ess R

ules and

Messaging

Web

Enterprise iPad Apps

NaLve Apps (iOS & Android) & Mobile Web

API’s

•  Jeff Yeh, CTO •  WeddingWire

Ø  launched in 2007 by four guys working out of CEO's living room

Ø  now at 160 employees, doubling in size every year

Ø  launched first iPhone app in 2009, first Android app in 2011

Ø  In 2012, rewrote iPhone and Android apps as HTML5 hybrid apps to match mobile web site

Ø  WeddingWire has seen mobile traffic grow 2% (2010) to 10% (2011) to 22% (2012)

Ø We expect mobile traffic to grow to 40% by end of 2013

Ø Mobile traffic is not cannibalizing our web traffic, it is addiLve

Ø  Shi^ing product focus to mobile first and API-‐centric plamorm

Ø  Fun Fact: There are more mobile devices (4.8 billion) than toothbrushes (4.2 billion) in the world

Online Deals on Mobile

DealChicken

DealChicken? •  Ecommerce site offering discounted deals in 63 markets

•  GanneF Advantage: •  81 print media reach 12 M households •  23 TV staLons reach 21 M households

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Daily Deals -‐ A MulL-‐Billion Industry & Growing to $5.2 Billion by 2015

Source: 1/ BIA/Kelsey US Daily Deals Spend (ex eCommerce), 9/18/12. CAGR = 30% 2/ BIA/Kelsey US Mobile Local Media Forecast, 11/5/12. CAGR = 59%

$4.8B $5.2B

$1.8B

$4.4B $3.6B

2013 2011 2014 2015 2012

Daily Deals is 200% bigger than Local Mobile

AdverLsing

Source: 1/ BIA/Kelsey US Daily Deals Spend (ex eCommerce), 9/18/12. CAGR = 30% 2/ BIA/Kelsey US Mobile Local Media Forecast, 11/5/12. CAGR = 59%

Daily Deals

+200%

Local Mobile $1.2B

$3.6B

Deal Purchases on Mobile

22

66%

33%

Desktop

Mobile

North American TransacLons, July 2012

35%

July 2011 July 2012

-‐-‐ Groupon’s 2Q12 Earnings Release (8/13/12)

Mobile Web on 2/7/12 iPhone App on 5/10/12

DealChicken Mobile Presence

Mobile = 7% of Gross Rev Mobile = 12% of Gross Rev

Mobile = 17% of Gross Rev Mobile = 22% of Gross Rev

Deals Purchased on Mobile

High Average Order Value on mobile, not just low price point deals

Biggest Ticket Deals on Mobile

Panel and Audience Questions

MoDev East 2012 Presentation on Product Modernization

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Transcript of MoDev East 2012 Presentation on Product Modernization