Turning Mobile Apps Into Real Business Opportunity and Success

Turning Mobile Apps Into Real
Business Opportunity & Success
Jim Somers August 16, 2012
Chief Marketing & Strategy Officer
Proprietary and Confidential. Do not distribute. © Copyright 2012 Antenna Software, Inc. All rights reserved.

WHAT WE‟RE ABOUT

Mobile Business Acceleration
• We help you turn the promise of mobile apps into business profits.

2 © Copyright 2012 Antenna Software, Inc. All rights reserved.

I DON‟T NEED TO TELL YOU


SETTING THE STAGE

“61% plan to enhance their
mobility capability during the
next 3 years.”
Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12


YEAH, BABY!


FURTHERMORE …

“48% believe they will
become leaders in their
industries by adopting
innovative mobility solutions.”


CAN I GET AN „AMEN‟?

BUT YET …

“Only 25% of employee mobile
projects and 22% of consumer
ones are widely taken up by
their intended users.”
Source: Antenna Business Mobile Forecast, 2012


WHATCHU TALKIN BOUT, JIM?


IT‟S NO “FIELD OF DREAMS”

Just because you build it …

doesn’t necessarily mean they will come (and stay).

IT‟S MORE LIKE …

If they like it …

… they will stay (for a little while).

APP COMPETITION IS GROWING

• Mobile application user base growing at a 36% CAGR.

• Mobile application downloads growing at a 55% CAGR.


APP USERS ARE DEMANDING …

―We want work apps that are as
exciting as the consumers ones.‖

―We want consumer apps that
aren’t buggy, slow, and stale.‖

―We want our apps to be
extensions of us – not the
device or the data!‖

THE „LAST MILE‟ IS CRITICAL

• The 2-ft between the device
screen and the user

• If users don’t see the value,
The “last they’re moving on.
mile” of
mobility • They ask: How can this help
me?

• No adoption = No success

• Competition only a flick away

14

BUT …

How do you know if your
app is achieving its
intended objective?


IT‟S WIDELY KNOWN

“You can‟t manage
what you can‟t
measure.”


BUT WHAT DO YOU MEASURE?

App Success IS Not About:
Is About:

• Higher revenues
# Downloads
• App Store Ratingemployees
More productive =
• ★★★★
More efficient processes
• Better brand image = ★
Competitor‟s Rating
• Happy customers
Pat on the back from boss
• Industry Awards


HOW DO YOU MEASURE SUCCESS?

… It depends on which side of the table you sit.

BU CIO
- Grow the business Through technology:
- Drive worker productivity - Improve process efficiency
- Maintain happy customers - Drive business transformation
- Build brand awareness - Unlock business value


CMO CIO
• I need to drive topline revenue • I need to drive innovation and
and business performance enable business performance

C-1 C-1
• I need to ―best‖ the competition • I need control, and to know that it
and better engage customers is scalable, stable and secure

C-2 C-2
• I need a partner I can trust and • I need a technology that is better
who understands my business than what I currently use
• I need someone quick & agile • It has to save me time/effort

Mobile Strategist

―Mobile
Committee‖
(Who wants what?)

WHAT DO YOU SEE?

HOW DO YOU
MEASURE SUCCESS?


IT‟S MORE THAN JUST APPS

It‟s About „Transforming Business‟

tactical strategic

a thing a vision

passive active

addresses problems creates opportunity

static always evolving

add on value add


TRANSFORMING THE RAILS

Published May 6, 2012

―The old manual ticketing process —
punching a hole in the ticket, putting
it in a pouch and then sending it to a
central location, where it is
eventually scanned and entered into
a database — was not very good at
tracking passengers on board
because of the delay between when
the ticket was checked and when it
was processed.‖


TRANSFORMING MANUFACTURING

Eaton, a large manufacturing company
sees a future where their entire sales
and service function is done on tablets:
• Search, spec and sell over 200K
hydraulic products via their iPads
• 1500+ pieces of product literature
• On demand content updates done
weekly for latest info
• 3-D models for 360 view of parts

―We are seeing a lot of success at the early stage, we know there
is ROI, just takes some time to analyze, document and report.‖
• Eric R. Stager, Product Manager, Web and Mobile Apps


LATHER, RINSE, REPEAT

• Real-time analytics tells us what is
“Mobile Applications Lifecycle”
working, and what is not.
• It closes the loop!

Analyze Design

Manage Build

Run Integrate

Publish

THE IMPORTANCE OF ANALYTICS

―Analytics and testing capabilities
are increasingly important, not
only for B2C requirements … but
also in B2E ...‖


SMALLER WINDOW, BETTER VISIBILITY

Operations Supply Chain
Insights Insights

Employee Sales
Insights Insights
Business
Insights

Point-of-Sale
Insights Marketing
Insights

Brand Customer
26
Insights Insights
© Copyright 2012 Antenna Software, Inc. All rights reserved.

PARTING THOUGHTS

1. It‟s ultimately about improving the customer
experience

2. It‟s about differentiating based on service

3. It‟s about looking at your business through the eyes of
the customer

4. It‟s about identifying “blind spots” of opportunity in the
business

5. It‟s about using mobile to mine more value from
current channels


ABOUT US

Background • Headquartered in Jersey City, NJ How We Do It AMPchroma™

• Offices in Boston, Toronto, Guildford, • The industry’s first cloud platform for
Krakow, Bangalore, Seoul & Hong Kong managing the entire mobile lifecycle.

• It turns the promise of mobile into profits.
What We • Antenna Deploys Happiness
Do
• Mobile internet and apps specialist Who We Do It • 75 Global 1000 clients
For
• Broadest portfolio of employee-facing and • Coca-Cola, Hallmark, Home Depot, HSBC,
customer- facing mobile apps J&J, Merck, NASA, Telenor, Wal-Mart and
Xerox
• Powered by AMP - a best-in-class mobile
enterprise application platform (MEAP) Investors • North Bridge, Polaris, Commonwealth and
Investor Growth Capital


Turning Mobile Apps Into Real Business Opportunity and Success

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