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Selling the idea of mobile to
senior executives
Mark Morrell
Intranet Pioneer
Agenda
•
•
•
•
•

The right senior executives
The right approach
Mobile strategy
Mobile experience
Mobile benefits
My background
• As BT intranet manager, I transformed the
intranet into a digital workplace that you could
use anywhere, any time, with any device.
• Since leaving BT I help other organisations to:
– develop strategies
– build governance frameworks that cover:
• Roles and responsibilities
• Standards based on business and mobile users’ needs
• Guidance, support, and training

• Give a great mobile user experience
Boys with new toys? 

Source: iPad-Using Medvedev Offered
BlackBerry Tablet blogs.wsj.com
Who are the right senior executives?
• You need to identify the senior people who:
– Will be affected most
– Will be most influential

• They may not be the most obvious person
• Who do you need to build a relationship with?
• Without their ‘buy-in’ your ideas for mobile
will go nowhere fast and just stay as ideas
What is the wrong approach?
• Without a detailed plan you believe is
achievable you will:
– Fall at the first hurdle
– Show no confidence it will happen
– Have little credibility

• Senior executives see you as a time-waster
Which Mobile Approach Is Right for You?
www.marketingprofs.com
The right approach
Have a proposal you can discuss with your
stakeholders including:
– What you are aiming to do
– Why you believe in it
– What the scope is
– What your priorities are
– When it will be implemented
“The oldest and strongest emotion of mankind
is fear, and the oldest and strongest kind of fear
is fear of the unknown”
H.P. Lovecraft, Supernatural Horror in Literature
Fear of the unknown
Research what other organisations have done:
– Successful examples of mobile adoption
– Competitors who are ahead of you with mobile
– Lessons to learn where mobile hasn’t worked
– Prepare what you are going to share
– Prepare how you will approach stakeholders
Mobile strategy
• Align it with other strategies
• Show where, how, when and what will be
used
• Agree short, medium, and long term priorities
• Quick wins, biggest impact, most savings
• Resources and funding to deliver it
• Clear ownership on who makes the decisions
• Review and measure benefits
How will you implement it?
•
•
•
•
•
•

Show how your idea will become reality
Don’t be too aspirational
Inspire people by showing how it can be done
Get approval for funding and resources
Decide who will lead the project
Review progress and measure benefits
Benefits of mobile working
Choice of mobile devices

Bazaarvoice Handbook for Mobile Design mobile.bazaarvoice.com
Tasks, comments, media

WikiMatrix: ThoughtFarmer Features www.wikimatrix.org
Tracking IBM sales

Mobile collaboration and applications
development - www-304.ibm.com
People finder
A great mobile experience
• A mobile strategy aligned to business needs
• Supported by a governance framework
• Help match people’s needs with right mobile
device
• Research and test changes with mobile users
• Get the infrastructure in place
• Standards for security, usability and BYOD
• Policy for mobile use based on business needs
Great mobile user experience

The Ten Commandments of a Great Mobile
User Experience - blog.teamtreehouse.com
Benefits of mobile
• Show benefits of people using and being more mobile.
• Benefits on the bottom line are taken more seriously:
–
–
–
–
–

Reduced office space as you work from different places
Increased productivity as you avoid delay using PC in office
Reduced travel costs as you share online, on calls, on video
More flexibility to balance personal life with work
Better customer service, quicker product launch
Thank you
Blog: intranet-pioneer.com
Twitter: @markmorrell
Email: mark@intranet-pioneer.com

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Selling the idea of mobile to senior executives

  • 1. Selling the idea of mobile to senior executives Mark Morrell Intranet Pioneer
  • 2. Agenda • • • • • The right senior executives The right approach Mobile strategy Mobile experience Mobile benefits
  • 3. My background • As BT intranet manager, I transformed the intranet into a digital workplace that you could use anywhere, any time, with any device. • Since leaving BT I help other organisations to: – develop strategies – build governance frameworks that cover: • Roles and responsibilities • Standards based on business and mobile users’ needs • Guidance, support, and training • Give a great mobile user experience
  • 4. Boys with new toys?  Source: iPad-Using Medvedev Offered BlackBerry Tablet blogs.wsj.com
  • 5. Who are the right senior executives? • You need to identify the senior people who: – Will be affected most – Will be most influential • They may not be the most obvious person • Who do you need to build a relationship with? • Without their ‘buy-in’ your ideas for mobile will go nowhere fast and just stay as ideas
  • 6. What is the wrong approach? • Without a detailed plan you believe is achievable you will: – Fall at the first hurdle – Show no confidence it will happen – Have little credibility • Senior executives see you as a time-waster
  • 7. Which Mobile Approach Is Right for You? www.marketingprofs.com
  • 8. The right approach Have a proposal you can discuss with your stakeholders including: – What you are aiming to do – Why you believe in it – What the scope is – What your priorities are – When it will be implemented
  • 9. “The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown” H.P. Lovecraft, Supernatural Horror in Literature
  • 10. Fear of the unknown Research what other organisations have done: – Successful examples of mobile adoption – Competitors who are ahead of you with mobile – Lessons to learn where mobile hasn’t worked – Prepare what you are going to share – Prepare how you will approach stakeholders
  • 11. Mobile strategy • Align it with other strategies • Show where, how, when and what will be used • Agree short, medium, and long term priorities • Quick wins, biggest impact, most savings • Resources and funding to deliver it • Clear ownership on who makes the decisions • Review and measure benefits
  • 12. How will you implement it? • • • • • • Show how your idea will become reality Don’t be too aspirational Inspire people by showing how it can be done Get approval for funding and resources Decide who will lead the project Review progress and measure benefits
  • 14. Choice of mobile devices Bazaarvoice Handbook for Mobile Design mobile.bazaarvoice.com
  • 15. Tasks, comments, media WikiMatrix: ThoughtFarmer Features www.wikimatrix.org
  • 16. Tracking IBM sales Mobile collaboration and applications development - www-304.ibm.com
  • 18. A great mobile experience • A mobile strategy aligned to business needs • Supported by a governance framework • Help match people’s needs with right mobile device • Research and test changes with mobile users • Get the infrastructure in place • Standards for security, usability and BYOD • Policy for mobile use based on business needs
  • 19. Great mobile user experience The Ten Commandments of a Great Mobile User Experience - blog.teamtreehouse.com
  • 20. Benefits of mobile • Show benefits of people using and being more mobile. • Benefits on the bottom line are taken more seriously: – – – – – Reduced office space as you work from different places Increased productivity as you avoid delay using PC in office Reduced travel costs as you share online, on calls, on video More flexibility to balance personal life with work Better customer service, quicker product launch
  • 21. Thank you Blog: intranet-pioneer.com Twitter: @markmorrell Email: mark@intranet-pioneer.com