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The Old Way The New Way The Inspired Way

The Old Way The New Way The Inspired Way. Chris Kennedy. Vice President, Revenue Management. Marketing • Business Intelligence • Product Management. Inside go daddy. World’s largest web presence provider. Domain Names: #1 Hosting: #1 SSL Certificates: #1 Customers: #1

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The Old Way The New Way The Inspired Way

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  1. The Old Way The New Way The Inspired Way

  2. Chris Kennedy Vice President, Revenue Management Marketing • Business Intelligence • Product Management

  3. Inside go daddy World’s largest web presence provider Domain Names: #1 Hosting: #1 SSL Certificates: #1 Customers: #1 Support: #1

  4. Inside go daddy Alexa Rank: 21

  5. Inside go daddy 1/3 of all domains in the world resolve through Go Daddy

  6. Inside go daddy 11 Million Customers 50 Million Domains 4,000 Employees 1.8 Million Calls / Month

  7. Online League Management • Interactive • Social • Easy to use • Comprehensive

  8. Planning

  9. The Old Way: Requirements System Design Coding Planning Unit Testing Integration System Testing Operation

  10. ThenewWay: KAIZEN • Continuous improvement • Builds nimble cultures • Necessary for Lean and Agile Planning

  11. ThenewWay: Planning

  12. TheInspiredWay: Reverse Waterfall Requirements Systems & Capacity Planning UX Design Build the App

  13. Development

  14. The Old Way: development

  15. ThenewWay: Offshore Outsourcing LOW Onshore Outsourcing development Local Outsourcing Investment Required FTE Staff HIGH Flexibility and Speed LOW HIGH Local outsourcing

  16. ThenewWay: Agile software development 1 dAY development 1 wEEK Product Backlog Sprint Planning Sprint Backlog Sprint Shippable Software

  17. QA development is important!

  18. TheInspiredWay: YOU do it. development

  19. Scottsdale Community College Classes: Web Development CIS133/233 Web Scripting with PHP CIS166 MySQL Database CIS276 E-Commerce CAS235 Adobe Photoshop CIS120/220 development

  20. Junior Developer Program Development

  21. Infrastructure

  22. The Old Way: Your Servers Shared Hosting Private Servers • Ultimate flexibility • Performance scales • Dedicated orvirtual dedicated • Cheap…very cheap • Doesn’t scale • Less flexible • Good-enough performance • Outsourced support • Manage your own web hosting servers • Expensive • Security risk • Continual maintenance infrastructure

  23. The new Way: Cloud Servers • Flexibility – change direction easily • Zero or low capital outlay • Rapid scalability • Low maintenance costs • Global access • Load balancing infrastructure

  24. ThenewWay: HyperscaleProviders Telcos& ISPs infrastructure Managed Hosting Providers Market Size Served Mass Market Hosters Cloud Solution Providers Cloud Resellers Number of Servers Ephor Group

  25. TheInspiredWay: • 750 hours EC2 / month • 750 hours load balancer • Free 12 months The Free Cloud infrastructure • 28 instance-hours / day • 1GB/day bandwidth • Free forever

  26. Mobile

  27. The Old Way: Full Browser Mobile Site Nathan, Arizona Programs Parks Pools Classes About Full Site mobile • Full functionality • Rich media • Functionality subset • Guessing at user needs

  28. Case Study: 2012 Election Mobile Brad Frost, Smashing Magazine, August 2012

  29. ThenewWay: • Mobile integrated from day 1 • Common code base • Mobile rendered in display layer mobile

  30. TheInspiredWay: Mobile First Nathan, Arizona Sports Parks About mobile Login Password Today’s League Schedule:

  31. Marketing

  32. The Old Way: • No channel coordination • “They’ll find us” • Goals: drive website traffic marketing

  33. ThenewWay: Engage customersoutside of the website Relationship Marketing & Direct Engagement Active social media thatdelivers something of value marketing Employee participation in online communities Clear, consistent messages across all channels

  34. TheInspiredWay: • The right metrics • Get that URL out there • Customize your SEO marketing Ratings on the ad: Click-through +15% Conversion +18%

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