Mobile strategy2014
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The document discusses mobile strategy and metrics. It covers topics such as mobile commerce, applications, and the size of the app economy. It also discusses how mobility has impacted business through context over process, ecosystems rather than products, and changing revenue models. The document outlines challenges in developing enterprise applications and metrics to measure including funnel analysis, social stickiness, mapping context, and social graphs.
Mobile strategy2014
- 1. Bringing business into context Mobile Strategy MISBPR Prof. Lee SCHLENKER schlenker@em-lyon.com ©2013 LHST sarl
- 3. Mobile Commerce • Mobile e-commerce: Transacting with an e=commerce site via a mobile device. • Mobile payment: Payment using the smartphone as the conduit. • Mobile commerce (in-store): The ability to purchase physical goods in the store via an app that interacts with the store’s point-of-sale system John Caron Intro Impact Application Metrics ©2013 LHST sarl
- 4. Mobile Applications • Mobile Apps are apps or services that can be pushed to a mobile device or downloaded and installed locally. • Classification • Browser-based: apps/services developed in a markup language • Native: compiled applications (device has a runtime environment). Interactive apps such as downloadable games. • Hybrid: the best of both worlds (a browser is needed for discovery) Intro Impact Application Metrics 4 ©2013 LHST sarl
- 5. The Size of the App Economy • US app industry has been found to have more than 466,000 jobs • The app development industry is providing more jobs than software publishing and the telecom carriers • The industry produced $20 billion in revenue, with Apple’s App Store alone registered as having 124,475 active publishers adding content to it. Intro Impact Application Metrics ©2013 LHST sarl
- 6. Mobile Apps and the Job Market Intro Impact Application Metrics ©2013 LHST sarl
- 7. Mobile Project Manager • http://www.lafrenchmobile.com/emploi-chef-deprojet-developpement-applications-mobileiphone-ipad-,23.html • http://www.metiers.internet.gouv.fr/metier/chefde-projet-web-mobile • http://mobs.fr/archives/job-tag/chef-de-projetmobile/ Intro Impact Application Metrics ©2013 LHST sarl
- 8. What’s changed? ©2013 LHST sarl
- 9. Why does mobility matter? • • • • • • • • • Intro Impact Context over process What does productivity mean? Ecosystems rather than products A loss of corporate control Rethinking computing Giving an application new meaning Changing IT skills Revenue models Defining business value Application Metrics ©2013 LHST sarl
- 10. Context over Process Saavedra Intro • Context : The setting (circumstances) in which an event occurs • Process : A structure of activities and tasks in response to customer demands • Processes are models whereas context reflects patterns of interaction • Context has geographical and social dimensions Impact Application Metrics ©2013 LHST sarl
- 11. Ecosystems rather than products • The Smartphone isn’t a consumer product but an ecosystem • Brands are becoming platforms • Customer experience is the foundation of value • Passions and connections are more important than features and functions Greg Satell, Innovation Excellence Intro Impact Application Metrics ©2013 LHST sarl
- 12. What does productivity mean? • An era of “continuous productivity” - Stephen Sinofsky • Strategy is executioncentric. • Productivity depends on collaboration • Individuals own devices, organizations develop and manage IP. • Everyone uses the tools of management ©2013 LHST sarl
- 13. A loss of corporate control • Who is in charge of the physical device? • Who controls the software on the device(including the OS) ? • Who controls the way the device connects? • How secure are the back end systems that are accessed through mobile apps? ©2013 LHST sarl
- 14. Redefining Computing ©2013 LHST sarl
- 15. Giving « an application » new meaning • Aesthetic, convenient user interface • Asynchronous Communication • Always-on network connectivity • Critical personal data • Built-in interactivity Intro Impact Application Metrics ©2013 LHST sarl
- 16. Changing IS skills • Analyse the user experience and the context in which they « work » • Design applications essentially from web services • Understand how the various mobile platforms are built • Develop mobile strategies that match the underlying business models Intro Impact Application Metrics ©2013 LHST sarl
- 17. Revenue Models • • • • • • Advertising revenue Brand Takeovers Download fees (and upgrades) In-app purchases Subscriptions Two-sided model (the app as a platform) Paulina Delgado Soots Intro Impact Application Metrics ©2013 LHST sarl
- 18. Evaluating business value • Use patterns • Funnel analysis • Consumer behaviour • Social graphs • Behavioural economics Nolan Wright Intro Impact Application Metrics ©2013 LHST sarl
- 19. Current Trends 1. Backend as a Service (BaaS). BaaS has emerged as an alternative to mobile middleware, the software that connects disparate mobile applications. 2. REST APIs. Mobile--along with cloud, social and 'big data'--is changing the complexion of application integration. 3. Mainframes and legacy applications. Increasingly, development leaders are forced to measure the worth of existing applications against brand new mobile and Web apps. 4. Web vs. native browsers. How will HTML5 impact open source software and mobile applications, and will it catch on with Stéphanie Mann developers. ©2013 LHST sarl
- 20. Entreprise Applications Analyst firm Gartner, in its tech predictions for 2012 and beyond, foresees that by 2015, mobile app development projects will outnumber native PC projects by a ratio of four to one ©2013 LHST sarl
- 21. Entreprise Applications What is an enterprise app?” An app used by a business ? A reference to specific functionality? Linked to backend systems? Used to do business? Analyst firm Gartner, in its tech predictions for 2012 and beyond, foresees that by 2015, mobile app development projects will outnumber native PC projects by a ratio of four to one ©2013 LHST sarl
- 22. Enterprise Mobile Apps • Entreprise mobile solutions will generate $40 billion in sales • Manufacturing is the largest vertical market • Mobile payments is a major market • Perceived benefits include operational efficiency, sales, compliance and security ©2013 LHST sarl
- 23. Top Enterprise Applications • Email is nearing full saturation • Real time business intelligence is receiving a lot of attention • Custom internal mobile app development has moved up substantially • Custom sales tools remain stable • ERP is ranked 10th in 2012. ©2013 LHST sarl
- 25. Key Challenges • Security • Policy and Compliance • Usability • Rapid rate of change Drono Mobile • Cost management Jay Emmanuel ©2013 LHST sarl
- 26. Building Enterprise Applications • Custom internal mobile app development has moved up substantially • First step in moving from mobile apps to a mobile strategy • Recognition of the importance of corporate context and culture • The notion of mobile first : designing applications around mobility scenarios ©2013 • ERP is in 10th place for 2012. LHST sarl
- 27. Client facing applications • The dominance of B2C and social networking applications is of little surprise • The presence of of B2B applications is important tool in supporting corporate ecosystems • Location based services need to be invented. • Why is consumer BI so far down the list? ©2013 LHST sarl
- 29. Demand, supply or metrics ? Tata Consulting, 2013 ©2013 LHST sarl
- 30. Corporate focus • Enterprise mobile solutions will generate $40 billion in sales • Manufacturing is the largest vertical market • Mobile payments is a major market • Perceived benefits include operational efficiency, sales, compliance and security ©2013 LHST sarl
- 31. Corporate objectives • The major objectives for mobile development today are productivity gains, supporting the mobile workforce. • Cost savings, and market pressures are often cited as secondary drivers • The need to cater to employee demands isn’t yet a priority ©2013 LHST sarl
- 32. Organizational challenges • The biggest obstacle appears to be internal knowledge and skills • The ability to project the ROI of a solution is a major challenge • Security and maintenance are other notable concerns • « Mobile first » isn’t yet clearly defined ©2013 LHST sarl
- 33. Technical Challenges • Technical challenges include finding the right balance between IT and operational objectives • Developing and enforcing a mobile policy is equally challenging • Understanding and then integrating innovation is also often cited. ©2013 LHST sarl
- 34. Who initiates and who decides? • According to SAP, initiatives are often undertaken at the CXO level • IT staff itself is rarely at the origin of a project • Why are the views of customers and partners so far down this list? ©2013 LHST sarl
- 36. Funnel Analysis • Why are users are failing to complete proposed activity? • Monitor conversion rate using unique visitors and click-through rates. • Landing pages provide the biggest challenge to digital challenges. • Reduce number of steps to facilitate engagement. • Reduce the number of fields that require user input. • Check for leaks: visitors might not be dropping completely but using other routes. Cian O' Sullivan ©2013 LHST sarl
- 37. Social stickiness • What aspects of your app are influencing the mindset of your users? • Monitor the « stickiness » of your message through number of visits, time spent per visit, citations and redirects. • What customer challenges/opportunities are you addressing? • What skills and knowledge are you targeting? • How does your application fit into the story that your customers are trying to tell? ©2013 LHST sarl
- 38. Mapping context • Why your user base does what it does? • Tracking time and location to map out the spaces where "what's going on" happens. • Context is a means of measuring the extent to which a vision (product, service, idea) can be shared • Social spaces are constructed from a vision, “actors”, repeatable events, and outcomes. ©2013 LHST sarl
- 39. Social graph and emergent behaviors • How does your data elucidate user behavior? • Social graphs are the global mapping of your customer base and how they're related • Capture and monitor identity, quality and structure of relationships with others • Emergent behaviors – what new business opportunities might be Alex Iskold explored? ©2013 LHST sarl
Editor's Notes
- #4: Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.Mobile commerce (in-store): The ability to purchase physical goods in the store via an app that interacts with the store’s point-of-sale system (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App.
- #6: ProgrammabilityPotential for creating more responsive applications (combats bad perception left by WAP)Critical personal dataEvery application will access personal user profile in some formCustomizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.)Mobile payments (credit cards, account information, e-tickets)Asynchronous CommunicationMost applications are best described as event-based―core of the application logic is to react to some external events.Aesthetic, convenient user interfaceApplications need pleasing, simple and responsive user interfacesAlways-on network connectivityAlmost all applications heavily rely on network connectivity. Integration of data from the desktop (office, enterprise, school) to mobile device. Access anytime, anywhere is what increases utility of the mobile applications.
- #7: ProgrammabilityPotential for creating more responsive applications (combats bad perception left by WAP)Critical personal dataEvery application will access personal user profile in some formCustomizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.)Mobile payments (credit cards, account information, e-tickets)Asynchronous CommunicationMost applications are best described as event-based―core of the application logic is to react to some external events.Aesthetic, convenient user interfaceApplications need pleasing, simple and responsive user interfacesAlways-on network connectivityAlmost all applications heavily rely on network connectivity. Integration of data from the desktop (office, enterprise, school) to mobile device. Access anytime, anywhere is what increases utility of the mobile applications.
- #9: Techniques to increase security include device locking, data-at-rest encryption, enterprise- and application-level sandboxing, device virtualization, and secure boot loadersMost IT organizations are accustomed to a Microsoft-like 5-6 year product lifecycle in which they have the time to plan changes and slowly implement them. Mobile evolves very fast from every perspective — devices, versions of operating systems, diversity of available applications, and the types of security threats on these devices are constantly changing88 percent claim that user experience is just as important with enterprise apps as with consumer ones, according to a recent survey from Appcelerator.With BYOD, enterprise users present the organization with a wide array of bills and user-purchased service agreements. C