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7 Strategies to Save Time and Money with Your Mobile Launch (or Re-Launch)

    • Introduction  (Free)

      This session introduces the program, including who the host is, who the course is for, how it’s organized, and what participants will learn from the course.
    • 00:08:40

    • Numbers Are Your Friends  (Free)

      Most business leaders we work with say they know what success means to them and they are surprised to see how success is interpreted differently across functions and levels in their organization.
    • 00:04:06

    • The Business Equation  (Free)

      If you can measure it, you can improve it. What is a business equation, how do you create it and map it all the way down to team projects and metrics in order to identify the one success metric they need to watch.
    • 00:02:55

    • Define Success Case Study: Facebook

      Case study: Facebook. An example showing how to define success for a mobile project, use a business equation, align team members on goals, metrics and success for a mobile launch.
    • 00:06:18

    • The 2% Mobile Conversion Funnel

      We map out a funnel from user’s initial interest all the way through their onboarding and provide best practices that allow participants to avoid wasting opportunities to smoothly onboard people who want to use their product.
    • 00:13:22

    • User Acquisition Systems: Shortcuts

      Systematic approaches to conversion optimization generate diminishing returns. At some point, mobile companies need to come up with creative ways to acquire users. We'll explore 3 of them, starting with "Shortcuts" using an example from Trulia.
    • 00:04:37

    • User Acquisition Systems: Hooks

      Systematic approaches to conversion optimization generate diminishing returns. At some point, mobile companies need to come up with creative ways to acquire users. We'll explore 3 of them, continuing with "Hooks" using examples from Facebook and Zillow.
    • 00:02:09

    • User Acquisition Systems: Layers

      Systematic approaches to conversion optimization generate diminishing returns. At some point, mobile companies need to come up with creative ways to acquire users. We'll explore 3 of them, wrapping up with "Layers" using an example from Airbnb.
    • 00:02:18

    • Behavior-Based Segmentation

      Mobile users have different behaviors. This session provides a framework to map out behavior-based segments.
    • 00:02:16

    • Context Matters

      Mobile users constantly switch context. This session provides a framework to map out context in ways unique to mobile.
    • 00:02:05

    • You Try It: Segmentation Matrix

      In this session, we provide a framework to maximize the engagement of mobile users based on their context and on their behavior, as well as best practices for distinct segments, from the most engaged to the most profitable ones. Create a segmentation matrix for your own business. A worksheet will be provided.
    • 00:01:29

    • Stand Out Case Study: Trulia

      Case study: Trulia. An example of how to use the unique capabilities of mobile to stand out in a crowded market.
    • 00:07:35

    • Every Market is Competitive

      Few companies have the luxury of being a dominant player in their field. Most of the time, they need to communicate what sets them apart from their competitors. In this session, we provide participants with tools to help them identify how they stand out, how they might be vulnerable, and how to effectively communicate that to a mobile audience.
    • 00:03:47

    • You Try It: Stand Out

      Create a competitive assessment for your own business. A worksheet will be provided.
    • 00:03:26

    • From Mad Men to Math Men

      A key elements of a successful mobile launch is the ability to measure and optimize the conversion funnel of your users. We reveal which of the 300+ measurement tools available out there are necessary for an initial release.
    • 00:04:24

    • Test, Measure, Repeat

      In this session, participants will learn what parameters drive performance in mobile marketing campaigns. We will also provide benchmarks for mobile user acquisition in select industries.
    • 00:06:07

    • Viral Loop Case Study: Tango Messaging

      Case study: Tango. One of the worst experiences for mobile audiences is the feeling of entering an “empty room.” In this session, we look at ways to create viral loops and attract a crowd based on mobile messaging platform Tango.
    • 00:03:46

    • Balancing Marketplace Case Study: Lyft

      Case study: Lyft. One of the worst experiences for mobile audiences is the feeling of entering an “empty room.” In this session, we look at ways to balance a mobile marketplace based on ridesharing service Lyft.
    • 00:03:14

    • You Try It: Fill the Room

      Define viral loops and other engagement mechanism for your own business. A worksheet will be provided.
    • 00:00:51

    • Set Up Post-Install Events

      Now that we have a definition of success, clear metrics, a target audience and a seamless way to get users in and get them hooked, it’s time to scale! This session focuses on how to make sure tools will deliver results that make sense for the business.
    • 00:02:25

7 Strategies to Save Time and Money with Your Mobile Launch (or Re-Launch)

  • Publisher: O'Reilly Media
  • Released: April 2016
  • Run time: 1 hours 45 minutes

Mobile maven SC Moatti knows the odds. She knows that 50% of the mobile apps offered at the Apple App Store will never be downloaded – not even once. She also knows how the sharks in Silicon Valley beat those odds. Using specialized knowledge she’s gleaned from her time working mobile at Facebook, Trulia, and Nokia, and in countless interviews with mobile’s high-rollers, Moatti will help you win the game of mobile launch. Budding players with well defined ideas, in-hand prototypes, or under-performing already launched apps are best suited for Moatti’s advice. Roll with her as she demos the Business Equation, the 2% Mobile Conversion Funnel, the Viral Loop and more. When play stops, you’ll understand mobile methods for defining success, setting clear metrics, targeting your audience, pulling them in, hooking them, and scaling up fast. Ready? Now, don’t fold.

  • Discover the single most important success metric every mobile maker must know
  • Watch how the AirBnB’s of the world use Short-cuts, Hooks, and Layers to onboard customers fast
  • Examine the Segmentation Matrix, a context-behavior tool that keeps customers asking for more
  • See how Trulia made their app stand out in a crowded field by tapping mobile’s unique capabilities
  • Get the inside dope on which of the 300+ performance measurement tools you need to survive
  • Explore Viral Loops and Marketplace Balancing: techniques that keep customers from leaving
  • Learn to scale up smart by optimizing your creatives and your mobile marketing channels

SC Moatti is a mobile veteran from Silicon Valley. She’s helped launch and monetize mobile products used by billions of people at Nokia, Trulia and Facebook. She currently runs Products That Count, a Bay Area company that advises businesses on how to leverage mobile technology. She’s on the board at Opera Software; writes on mobile for the Huffington Post; and lectures at Stanford. She has an MBA from Stanford and an MS in electrical engineering.