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2014 Mobile Summit: How to Capitalize on the Mobile Movement – Recap

On
Tuesday, July 22, 200 attendees gathered at Microsoft’s NERD center in Cambridge
for MassTLC’s 2014 Mobile Summit, How to Capitalize on the Mobile Movement.  The summit focused on how to succeed with
mobile, whether you’re an app developer, enterprise IT exec or infrastructure
supplier and featured a series of discussions on the forces, trends and
behaviors driving the next wave of mobile solutions. 
Michael
Davies
, Chairman of Endeavour
Partners
, kicked off the summit with his keynote entitled The
Future is Already Here. 
Michael’s
premise is that we are currently facing a “perfect storm of creative
destruction” that has been unleashed by five forces:
  • Smartphones
    and tablets – mobile personal computing
  • Widespread
    wireless broadband – digital cellular communications, LTE and WiFi
  • Cloud
    computing – the latest evolution of the “Internet” beyond the web
  • Cheap
    small-scale smarts – the “Internet of Things”
  • “Big
    data” and machine learning

This
storm is driving a profound transformation in how
value is created and captured.  Existing,
dominant companies will fail and new upstarts will take over.  You can read more about the perfect storm and
what it means here
or view Michael’s presentation below. 

http://www.slideshare.net/MassTLC/ep-mass-tlc-keynote-v1-4-rcw-22-july-2014
Picking
up where Michael left off, Ryan
Charles
from Consumr and Care.com, Henry
Cipolla
of Localytics and Mike
Schneider
(a/k/a Schneider Mike) of Skyhook Wireless discussed mobile
personalization.  Nitzan
Shaer
, Managing Director at High
Start Group
, moderated the discussion.
The
three panelists discussed the use of location based services and analytics to
provide apps that meet and even predict individuals’ specific needs.  The topic inevitably lead to discussions
about privacy concerns, with the consensus being that if individuals provide
information about themselves, they have to be repaid with useful applications
that make their lives easier.
After
the Mobile Personalization panel, four exciting local mobile companies
participate in the “Fast Pitch”
portion of the event.  Campus Tap, Snappii, Myndlift
and Magenic each had two minutes to give an
elevator pitch on their offerings, and the audience had one minute to evaluate
each one.  The audience was able to learn
about some innovative new products/services coming out of the local mobile
community, and the participating companies received immediate feedback and qualified leads.
The
final session of the day featured two breakouts.  Attendees chose between Paths to success for app developers: How to
monetize your app
and Developing an enterprise mobile strategy to
deliver innovation & accelerate opportunity
.  In the former, Nick Bogovich of GSN Games, Mark Kasdorf of Intrepid Pursuits and Charles Teague of Lose It! presented on their respective companies’ strategies for making their
apps profitable.  Nick explained the
in-app purchase and advertising revenue models, and provided five tips for
success:
1. Form an effective
product strategy
2. Carefully manage
build cost
3. Understand your user
acquisition funnel
4. Make a good first
impression
5. Identify KPIs that
represent success
Charles
followed with an explanation of Lose It!’s freemium model and outlined the need
to change users’ view of a reasonable comparable cost in order to move to this
model.  Charles noted that until you make
money selling your app, your business model is to 1) lose money or 2) raise
money.  Neither is sustainable for long.
After
the final panelist, Mark Kasdorf, discussed his strategy for getting the Timbre
app acquired by Seatwave and his views on the level of VC financing that a
company should accept. Moderator Matt
Gross
of Mobile Monday Boston and Mobile First Software moderated
a discussion on the pros and cons of each model and the rules for success with
each.
In the other breakout, Alan Murray of Apperian and Jim Whalen of Boston Properties, presented the vendor and customer side of enterprise mobile strategy.  Alan mapped out the components and process of developing an enterprise mobile strategy and illustrated his ideas with two customer case studies. Jim lent a customer view to enterprise mobile strategy with an overview of Boston Properties’ strategy for dealing with a geographically distributed business and workforce.  He showed how mobile not only helps in operations but can be a competitive advantage and product enhancement.
After a
day of learning, sharing and networking, attendees capped things off with a
wine and beer reception on Microsoft NERD’s beautiful outdoor deck.  The gorgeous view on a spectacular night was
the perfect close to the summit.  

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