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(Yet) another school of strategy
© The App Business
Me, TAB, and the strategy team
2© The App Business
© The App Business 3
Hello. I’m George. Here’s where I’ve worked.
(neé Figtree)
© The App Business 4
Hello. I’m George. Here’s where I’ve worked.
(neé Figtree)
5© The App Business
Built by a team who launched the iPhone,TAB specialises in the deep mobile technology
expertise required for a connected world.
MOBILE IS OURMOTHER TONGUE
6© The App Business
Built by a team who launched the iPhone,TAB specialises in the deep mobile technology
expertise required for a connected world.
MOBILE IS OURMOTHER TONGUE
👅
7© The App Business
It’s a lofty purpose but one we can proudly stand by…
“CREATE TECHNOLOGY EXPERIENCES THAT MAKE
THE WORLD WORK BETTER FOR BILLIONS OF PEOPLE”
Hold on, apps are just
…right?© The App Business
Apps are unbundling within devices, and across them
© The App Business
APP 2.0ECOSYSTE
App Screen
Notification
Chat
Web
Map App
Voice
Widget
Underpinning the services that set today’s customer expectations
© The App Business
That means our clients are increasingly asking these sorts of questions“What’s the future of the forecourt?”
“How will people get from A-to-B in London tomorrow?”
“How can new technology help young people look after their money better?”
“How could mobile technology change the way people will redecorate their bathrooms?”
“How should meetings work and business decisions be made in 21st Century organisations?”
…
© The App Business
© The App Business
TAB Strategists are to help our teams answer them
Brett
JF
GeorgeHamish
Clara Marcus
© The App Business
TAB Strategists are to help our teams answer them
Brett
JF
GeorgeHamish
Clara Marcus
#7
14© The App Business
TA B S T R AT E G Y T E A M P U R P O S E S TAT E M E N T
(V1.2 … so please beat-up)
Fuel new ways of thinking about people, technology and business
…to help everyone create best-in-class products and services for our
clients & prospects, and their customers
…and grow TAB’s profile as a leading partner for transformational change.
© The App Business
Four main ways we do that
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1 2 3 4
Getting people interested
Initial investigations
Shaping new propositions
Counsel for big teams and long-term clients
© The App Business
Product Owners
Engineers
Designers
Scrum Masters
Architecture Owners
Testers
Demand
Strategy specialists*
We’ll always be in the minority
*definitely to-scale…
© The App Business
NOT THAT
So we need to be collaborative, practical and applied THIS
So, what’s different about being a strategist at TAB then?
18© The App Business
Caveat: I know that good agencies and consultancies think like this already and are doing good work…
© The App Business 19
Long-term programs and partnerships OVER
Discreet consultancy
Unseen work can have the biggest impactOVER
#Eyeballs = win
ServicesOVER
Products & technologyOVER
Branding
1
2
3
© The App Business 20
Long-term programs and partnerships OVER
Discreet consultancy1
OVER
© The App Business 21
2Unseen work can have the biggest impactOVER
#Eyeballs = win
OVER
© The App Business 22
3ServicesOVER
Products & technologyOVER
Branding
OVER
Atom bank Drop
CustomerContext
Desired Outcome
© The App Business 23
Long-term programs and partnerships OVER
Discreet consultancy
Unseen work can have the biggest impactOVER
#Eyeballs = win
ServicesOVER
Products & technologyOVER
Branding
1
2
3
© The App Business
What’s the same then?
© The App Business
What’s the same then?
Lot’s of things.Fundamentally it’s still all about
understanding people
© The App Business
Bon Chance.
Catch me on twitter: @pojmasta
