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.

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What drives app success?

App Traits• Persistent user value• Device appropriate• Intuitive• Focused• Well marketed

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The Good News

102014, Flurry Analytics

The Good News

112014, Flurry Analytics

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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%

What kinds of mobile projects have you attempted?

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Chances are…

Partner Options• Event Industry• Publishing Industry• LMS• Social Network• Other

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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

You must know your Business Data Object Model

Typical Integrations

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BDOM Integrations

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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

Prototype

Release

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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

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