1. Driving value from mobile 31/01/2013
learning
technologies
Driving value from mobile:
Getting the strategy right
Steve.Barden@LINE.co.uk
Slide 1 January 2013
Today
Why is mobile important
Why do I need a mobile strategy
What is the right mobile strategy
The life of an App
Realising the benefits
Slide 2 January 2013
© LINE Communications Group Ltd 2013 1

2. Driving value from mobile 31/01/2013
learning
technologies
Why is mobile important?
Slide 3 January 2013
Why is mobile important?
It provides the perfect
Anytime, Anywhere
opportunity to deliver
content …
… for the whole enterprise …
… and beyond
Slide 4 January 2013
© LINE Communications Group Ltd 2013 2

3. Driving value from mobile 31/01/2013
Mobile mania
Smartphones have surpassed
laptops as the route to the web
Britons use smartphones and
tablets to access the web more
than any of the world's leading
economies (Ofcom)
There are more mobile web
users in China than in there are
people in the US!
2012 20bn Apps consumed –
more than 3 for every person
on the planet!
Slide 5 January 2013
Mobile App Consumption + 35% in 2012
Slide 6 January 2013
© LINE Communications Group Ltd 2013 3

4. Driving value from mobile 31/01/2013
UK Mobile Penetration 2012
UK Population c. 63m
Mobile Subscribers c. 51m
(81% of population) 5.3m
Mobile Internet Users c. 36m 1.8m N.
Scotland
(71% of subscribers) Ireland
Mobile App Users c. 31m
(61% of subscribers)
3.1m
Wales 53m
England
Source: Census 2011
Source: Mobile Consumer Trends
Slide 7 January 2013
Market share of smartphone sales
2011-2016
Country 2011 2012 2016
CAGR
China 18.3% 26.5% 23.0% 26.2%
USA 21.3% 17.8% 14.5% 11.6%
India 2.2% 2.5% 8.5% 57.5%
Brazil 1.8% 2.3% 4.4% 44.0%
UK 5.3% 4.5% 3.6% 11.5%
Rest of
51.1% 46.4% 46.0% 18.1%
World
Source: IDC (Aug 2012)
Slide 8 January 2013
© LINE Communications Group Ltd 2013 4

5. Driving value from mobile 31/01/2013
Learning Maturity 2012
25% of organisations are now developing
mobile apps for learning (+20% since 2010)
30% of organisations encouraging
individuals to use their own devices (BYOD)
31% providing learners with mobile devices.
Slide 9 January 2013
Mobile culture – have you got one?
Do you have a policy for BYOD?
Do you differentiate between tablet and smartphone?
Do you have processes and systems to convert / develop,
publish, secure, distribute and track content for mobile
devices?
Do you include mobile in your blended learning?
Is your IT department supportive?
Are your L&D and mobile systems integrated?
All this and more – is underpinned by a strategy?
Slide 10 January 2013
© LINE Communications Group Ltd 2013 5

6. Driving value from mobile 31/01/2013
learning
technologies
Why do I need a mobile strategy?
Slide 11 January 2013
Why do I need a mobile strategy?
Business requirements? User demand?
Tech improvements? Media Hype?
Need to answer some key questions:
What are the best uses of mobile?
How can we make sure our mobile solutions work for the
target audience?
How do we manage our intellectual property?
Do we get the right capabilities in place?
How will we determine success?
Slide 12 January 2013
© LINE Communications Group Ltd 2013 6

7. Driving value from mobile 31/01/2013
Mobile strategy – have you got one?
47% consider M significant
C. 30% of organisations have one!
Slide 13 January 2013
Masie’s mobile readiness
Masie Mobile Learning Pulse Survey, Fall 2012
Slide 14 January 2013
© LINE Communications Group Ltd 2013 7

8. Driving value from mobile 31/01/2013
learning
technologies
What is the right mobile
strategy?
Slide 15 January 2013
What is the right strategy?
Strategy is about doing the right things…
It should:
Integrate with existing
communications, support and
learning initiatives
Ensure a scalable solution to
create, manage and distribute
content securely
Work for today’s and tomorrow’s:
Devices
Audience
Systems
Infrastructure
Slide 16 January 2013
© LINE Communications Group Ltd 2013 8

9. Driving value from mobile 31/01/2013
What is the right strategy?
Strategy is about doing the right things…
It should define:
Use cases
UX design
Content management
Knowledge management
Security
Device types
Integration
Distribution
Collect a copy of our strategy tips sheet from STAND 35
Slide 17 January 2013
learning
technologies
The life of an App
Slide 18 January 2013
© LINE Communications Group Ltd 2013 9

10. Driving value from mobile 31/01/2013
The Life of an App
Define Specify
business the Develop/
need solution test/QA Review Retire
1 3 5 7 9
2 4 6 8
Clarify your Design and Publish/ Revise
audience Visualise Distribute
Slide 19 January 2013
Define the business need
Communicate Reach Speed to competence
Support Impact Retention
Learn Timeliness Improved performance
Slide 20 January 2013
© LINE Communications Group Ltd 2013 10

11. Driving value from mobile 31/01/2013
Audience need
Right level!
Engaging!
Relevant!
Challenging!
Rewarding! Access anywhere!
Shown at CES this month
Slide 21 January 2013
Spec the solution
App Vs Web - quite a balancing act…
Native App: An application written for a Web App: An application accessed
particular operating system to use through a browser over the Internet
device specific functionality or deliver or Intranet. Not installed locally on the
enhanced performance. device.
Slide 22 January 2013
© LINE Communications Group Ltd 2013 11

12. Driving value from mobile 31/01/2013
Design, develop and distribute
Design Develop
Test
Manage
Slide 24 January 2013
Review, revise and retire
Regular updates during life of the app ensures ‘stickiness’
Slide 25 January 2013
© LINE Communications Group Ltd 2013 12

13. Driving value from mobile 31/01/2013
How do we determine success?
Business success: User expectations:
Reduced time to Improved access
competence
Don’t make me think!
Improved uptake of
Greater flexibility
knowledge / learning
More current and
Reduced failure rate
contextually relevant
Greater personalisation
options
Slide 26 January 2013
learning
technologies
Benefits realised
Slide 27 January 2013
© LINE Communications Group Ltd 2013 13

14. Driving value from mobile 31/01/2013
Benefits realised
We can evidence positive results, including:
1. 17% increase in pass rates, year on year
2. Training time increased by four hours a month
3. Many weeks saved in time to competency
4. Potential savings of £Ms from a suite of small JIT apps
5. Development time down to weeks from months
Slide 28 January 2013
When you have the right strategy
It does:
Integrate with existing
communications, support and
learning initiatives
Ensure a scalable solution to
create, manage and distribute
content securely
Work for today and tomorrow
Now you need to implement it…
…implementation is about
doing things right
Slide 29 January 2013
© LINE Communications Group Ltd 2013 14

15. Driving value from mobile 31/01/2013
Mobile implementation needs a plan
START How will
Select Supplier(s) Configure
Write Mobile project IT hosted or Set up Help
and Negotiate Hardware and
Strategy work with outsourced Desk
Contract(s) Software
IT?
Identify Agree IT Assess Proposals,
IT Managed Add / Revise
Stakeholders Policies and Interview Vendors, Update Content
In-House Content
and Governance SLA Short List
Gather User Determine MDM Issue a Request
Test and Develop Mobile
Stakeholder Generated / MAM / MIM for Proposal
Evaluate Use Policies
Requirements Content Need for Project (RFP)
COTS / Open Determine Create Help and Ensure Security,
List Mandatory List Anticipated Create Project
Source Mobile Carrier Support Privacy and Ethical
Requirements Project Benefits Documents
Content for Project Materials Standards
Identify Content Custom Define Test and Create and
Prepare Project Appoint a Project
Platform(s) and Content from Production Implement Change Establish BAU
Budget Manager
Device(s) Developer Systems Strategy
Where Will Convert Construct Business Create and
Define Scope of Form a Project Evaluate
Content be Legacy Case / TCO / Distribute Comms
Pilot and Rollout Steering Group Analytics Data
Sourced? Content Benefits / ROI for End Users
Yes
In-House Content Design Present Business Budget Transfer Project
Define Total Monitor Future
Development and Development Case for Budget Approved to Operations
Project Costs Developments
Team Processes Approval ? Team
No END
Current Project
Slide 30 January 2013
learning
Getting the strategy right technologies
= Results
www.LINE.co.uk
STAND 35
Steve.Barden@LINE.co.uk
Slide 31 January 2013
© LINE Communications Group Ltd 2013 15