Weitere ähnliche Inhalte Ähnlich wie Mobile strategy2014 Ähnlich wie Mobile strategy2014 (20) Mehr von Lee Schlenker (20) Kürzlich hochgeladen (20) 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
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
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
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
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
Hinweis der Redaktion 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. 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. 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. 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
