1. ©2013 LHST sarl
Mobile Business
The Amaté platform
Introduction
May 19th 2014
- Preliminary Draft -

2. ©2013 LHST sarl
Agenda
I. Introduction
II. Mobile Applications
III. Mobile Strategy
IV. Mobile Project
Management
V. Student Deliverables
Ce module explore :
• les enjeux pour l'entreprise
• l'étude des besoins
• les concepts fondamentaux et
l'architecture de la mobilité
• la maquettage de votre
application
• la mise en œuvre et la gestion du
projet
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3. ©2013 LHST sarl
• I work with managers to help them
understand how enterprise applications,
web and mobile technologies can
enrich their careers.
• The client portfolio in the ICT industry
includes Microsoft, Apple, Ernst &
Young, France Telecom, HP, IBM,
Oracle and SAP
.
•The work with the IT industry in
Europe has included fifty partner and
customer conferences, a dozen case
studies, and various marketing support
activities.
Prof. Lee SCHLENKER,
Professeur EMLYON
Managing Director, LHST
Web : www.leeschlenker.com
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Partners
Stockholders
Clients
Employees
How can the mobile strategy
enhance organizational
productivity?
Mobile Strategy brings business into context
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5. ©2013 LHST sarl
• Students will be evaluated on the pertinence
and ergonomics:
• Of their requirement study for a mobile
application (100%)
• What specific business problem(s) are you
addressing?
• What are the applications’ specifications?
• Which platforms, languages, and functions
will be used?
• How will the project be managed?
Commentary, examples and analysis of
mobile business can be found at
http://www.scoop.it/t/mobile-business
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6. ©2013 LHST sarl
• Zaarly is a buyer-powered
market - focus on what people
want than what they have
• Creates a broad, transparent,
and social marketplace
• 43 percent of the items are
requests for "stuff, 40 percent for
services, and 17 percent for
"access to experiences“
• Business model based on
transactional sales
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Business Model Stories
Segment the market Identify the conflict
Identify customer needs Portray the needed skills
Design the processes Paint the vision
Measure the results Provide the happy end
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Results
Actions
Knowledge
Context
Data
Process
Interprets
Decisions
Measures
Obtain
Define
Require
Drive
The ladder of initiatives™
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)
• Harder, better, faster…
• Mechanized productivity
• Knowledge productivity
• Continuous Productivity
Steven Sinofsky
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• « Assez peu dans les applications
mobiles a part leur utilisation » –
Florent
• « Utilisation personnelle
d'applications variées sur Google
Play et App Store » – Anne Sophie
• « Je n'ai pas encore adopté la
tablette car c'est inutile dans mon
cas » - Baptiste
• « Participations à de nombreux
weekend de développement
d'applications mobiles » – Héni
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• Dans l’article The Mobile Disruption, Lisa ELLIS
et Greg GILBERT présentent le potentiel et les
défis des applications mobiles en entreprise.
• D’après les auteurs, quelles sont les trois forces
derrière la demande pour les applications
mobiles ?
• Pourquoi le Cloud est-il important dans le
développement de ce type d’application ?
• Comment l’introduction des tablettes dans
l’entreprise modifie-t-elle la proposition de valeur
de ces applications ?
• Quels sont les défis pour les DSI mentionnés
ici ?
• Comment McKinsey décrit-il ses quatre facteurs
clés de succès ?
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13. ©2013 LHST sarl
• In 97 countries around the world, there are
now more mobile devices than there are
people.
• There were 158.1 million mobile payment
users worldwide in 2011 and the numbers
should reach 1 billion in 2016.
• IDC predicts that by 2014 there will have
been over 76 billion mobile
apps downloaded worth an estimated US
thirty five billion
• By 2015, 500 millions smartphones and
200 millions tablets will be in circulation
'Forecast: Mobile Application Stores, Worldwide, 2008-2014
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21.6%
16.7%
15.7%
7.8%
6.9%
5.9%
4.9%
2.0%
2.0%
1.0%
Texting
Internet
Email
Call
GPS
Facebook
Apps
News
Bluetooth
Calendar
Prosper Mobile Insights asked
smartphone users what
smartphone function they
cannot live without, and one in
five (22%) said texting, followed
by internet (17%) and texting
(16%).
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34.7%
27.1%
25.5%
7.5%
2.8%
2.3%
36.6%
22.0%
33.7%
4.3%
2.0%
1.2%
Android RIM Apple Microsoft Palm Symbian
% of Smartphone Users % of Check-In Service Users
In total, 16.7 million mobile subscribers,
including 12.7 million smartphone
subscribers (76% of the smartphone
owners), used location-based check-in,
according to comScore.
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Mobility rather than Mobile
• Mobility is radically different from the
"desktop" experience
• Mobility is a "lean back" experience like
sitting in the metro watching a video
• It is also "lean forward" — like shopping
at the FNAC during a lunch break
• In many cases, it's "lean free" when
you're scanning news headlines or
photos from friends in class
• Mobile is nuts, bolts, and infrastructure,
while mobility is the context which
determines customer value
David Armano
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• Salesforce, marketing automation, customer
support.
• Instant access to the Leads, Accounts,
Contacts, Potentials, Cases
• Automatically syncs contact information
between the device and the online application
• GPS locator and camera integration
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• A mobile work marketplace connecting
businesses to their communities
• Crowdsourcing model – Users are paid to
collect, capture and report real-world data
• Work includes verify a street name,
photograph a menu, report on red-light
cameras, confirm product placements in
stores
• The company currently targets real-
estate, local, travel, government,
consumer research, and retail
« Gigwalk connects people with businesses to get
work done anywhere “
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• Shopkick, lancée en août 2010 à Palo
Alto
• C’est une application de géolocalisation
permettant de gagner des points et
recevoir des coupons promotionnels
• Plus de 2,3 millions de consommateurs
ont téléchargé l’application générant
ainsi plus de 2 millions d’entrées
physiques en magasin
• Une fois en magasin, des taux de
conversion en clients de 15 à 20%.
• Au total, plus 700 millions de produits
ont été consultés via l’application dont 7
millions ont été scannés durant une
visite en magasin.
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• Giffgaff - gaelic for mutual giving
reflected in their manifesto
• Social CRM : member gets member,
eVouchers, goodybags
• Customer service is member driven
• Giffgaff labs – crowdsourcing product
testing
• Payback for miles, cash or charities
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• 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
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22. ©2013 LHST sarl
• 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?
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• 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.
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• 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
explored?
Alex Iskold
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Introduction
Purpose
Scope
Business Model
References
Overview
Specific Requirements
Functionality
Usability
Performance
Security
Design Constraints
Supporting Information
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« This document will describe all the
functional and nonfunctional requirements,
design constraints, and other factors
necessary to build my application. It will
also describe the expected use scenarios,
business model, and evaluation metrics of
the application”.
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• « This mobile application has been
designed as a course project.
• This work corresponds to the
requirement study of the “Mobile
Applications Module” of the MT114
module at the EMLYON.”
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• Describe the application’s target
audience by needs
• Specify how the applications
functions and processes provide
measurable value
• Provide the user metrics with which
the application can be evaluated
• Describe how your company will
make monetize this application
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• « This mobile application has been
based on a study of comparable
applications currently on the market.
These include :
• …..
• …..
• …...
• ……”
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• « This product will be
used…
• The primary users are ….
• The primary benefits are….
• The primary risks are….”
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• For each function :
 Describe and prioritize the function
 Diagram the dataflow
 Document the requirements
(preconditions and post-
conditions).
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• Describe the application’s interface
• Specify response time, throughput,
capacity.
• Business partners/integrators can
enhance the application…
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• Describe how the application will
deal with:
• Authorization.
• Confidentiality
• Protection of enterprise data.
• Backup and Recovery
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• Mobile platforms
• Programming languages
• Databases
• Development tools
• Store requirements
• Legal requirements
• Professional standards
• Other
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