8 Steps to Scaling Your Mobile Strategy

Summary

With over 700,000 apps in the collective app stores and mobile devices now out-shipping PCs, it has never been more important to understand how to deliver a world-class mobile experience. At the center of this conversation lies two key questions:

1. How can mobile transform the relationship between my business and my customers?
2. How do I build a scalable mobile strategy?

Mobile offers a different engagement model than the Web. It is therefore helpful to consider a framework that provides a step-by-step process for understanding the unique value that mobile can offer your customers.

Transforming Your Customer Relationships: Introducing the Mobile Relationship Lifecycle

More than 250,000 mobile developers have created 35,000 applications on Appcelerator’s Titanium platform. As the catalyst for the largest mobile ecosystem, we have distilled down the ingredients for successful mobile applications and websites into a ‘cookbook’ for understanding how mobile can add value to your business. We call this the “Mobile Relationship Lifecycle” and it contains 4 steps for any consumer-facing business that is making the move to mobile: increasing reach, deepening engagement, driving loyalty, and expanding monetization.

Reach: iOS or Android. iPad or iPhone. Full-screen Android or eReader. Native App or Mobile Website. Aligning your company’s value proposition to the appropriate mobile devices and experiences is an important first step.

Engagement: This defines the core of the app or mobile web experience. User experience, location, social hooks, and cloud-connectivity all play an important role in determining how your customers will engage with your application.

Loyalty: A study published by Pinch Media (now Flurry) showed that 80% of mobile applications are never used beyond the first day. How can you keep customers coming back?

Monetization: There are at least eight different business models in use today within mobile. Some of the more interesting models like in-application purchasing leverage ongoing engagement, while the App Store monetizes the initial business/customer transaction.

The four phases above can be summarized in the acronym “RELM”: Reach, Engagement, Loyalty, and Monetization. Think of RELM as a simple checklist to consider when thinking about how mobile can add value to your customer relationships and fundamentally transform the context, frequency, and duration of engagement with consumers.

Watch this on-demand webcast and view the accompanying slides to learn how to begin formulating a scalable mobile strategy for your business. You’ll also learn how one of the biggest brands, NBC, is using RELM to transform their customer relationships.

Watch the full webcast to learn more, including the remaining 4 steps!

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