Breaking the Mold in Mobile Experiences Bill Bruce Chief Technology Officer American Academy of Orthopaedic Surgeons Kevin Leonard Mobile Nerd Breakthrough Technologies
Aug 19, 2015
Breaking the Mold in Mobile
Experiences
Bill BruceChief Technology OfficerAmerican Academy of Orthopaedic Surgeons
Kevin LeonardMobile Nerd
Breakthrough Technologies
About Me, AAOS
• CTO at AAOS• 15 years leading IT in
associations• Technology, Membership,
& Customer Service• Never been paid to write
code.
• 39,000 members• $55MM annually• Key LOBs
─ Annual Conference─ Education─ Publishing
• IT Staff of about 20
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About Kevin, BT
• Business Development at Breakthrough Technologies
• 15 years developing technology solutions for non-profit organizations
• Early adopter
• Staff of 70 (BA, UX, Design, Dev, QA, PM)
• Specialize in integrated software solutions
• IOS, Android and HTML5
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The term "smart phone" first appeared in print in 1995, for describing AT&T's "PhoneWriter Communicator" as a "smart phone"
IBM Simon Personal Communicator. 1994 and 1995. They sold approximately 50,000 devices.
What drives app success?
App Traits• Persistent user value• Device appropriate• Intuitive• Focused• Well marketed
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The Bad News
• Mobile is already a commodity• Mobile revenue is not
necessarily new revenue• Mobile revenue is not
necessarily more revenue• Mobile behavior represents
more shifting than new
Bill’s nickel MBA slide…
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The Chasm
Innovators2.5%
Early Adopters13.5%
Early Majority34%
Late Majority34%
Laggards16%
Pros & Cons of Partner options
Upside• Possibly quick to market• Simpler integration• May cost less• Customer community• Support
Downside• Lowest Common
Denominator• May not work with your
other / existing partners• Customization = forking• Forking = $$$
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Bespoke?
Upside• You define what you need• You control the whole
process• You decide what
compromises to make
Downside• You’re not Captain Picard• You need to understand
what your MVP is• You need to be willing to
risk and own failure• You will probably want a
contingency budget.
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Pitfalls to avoid
• Partners core competencies• Your market may not be typical• A good product is not always a good app• Boards and committees• Ecosystem Limitations
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IT Value
Envisioning
Understanding
Caring | Feeding
Supporting Help DeskNetwork & Data Center Ops
Vendors, Websites, AMS, LMS, CMS
“Whole Business” Data (BDOM)Why?
OpportunitiesInnovationValue Chain
Before you start…
• Set your goals• Obtain & maintain buy-in• Define your MVP• Know your data objects• Know your limits
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AAOS Access
Problem• Videos hosted on legacy
system• Poor architecture• Poor viewing experience• Poor integration &
Analytics
• Flash only• No opportunity for
partnerships• No feasible fix on the
roadmap
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Concept
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Video NameBrief Video Description
Annual Meeting
Past Efforts• 2010 – 2011 Web App• 2012 - 2013 Abstract Vendor• 2014 AV Vendor
Previous App• Low cost option• AV vendor provided• Poor performance• Poor integration• Single event focus• Few stakeholders in the process
My Academy
The Secret Sauce• Service Bus Powered• Leverage the BODM• API• Innovative partnership
My Academy
Approach
• We know our BDOM• We pull data from all platforms
─ Abstracts─ Exhibits─ Registration─ Internal Systems
• We assemble event data• We provide JSON API to app
vendor
Advantages• Vendor independence• Data normalization• Streamlined workflow• Automated updates• Can focus on engagement &
value delivery