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1
Sabine Berghaus
Institute of Information Management
University of St.Gallen
Adoption of Mobile Business
Solutions and it...
2
Motivation and Research Question1
3
Introducing new technology
- Companies introduce new
technology «top-down» (e.g.
Gallivan 2001).
- Main question for org...
4
Consumerization
- Consumer market is moving
much faster than the
enterprise market.
- Employees bring their
gadgets and ...
5
Research Questions
1. What are the main drivers of mobile business
solution adoption in a corporate environment?
2. What...
6
Method2
7
Grounded Theory Approach
Description Goal
Focus
Group
• 11 managers from various
industries
• World Café discussion
• Id...
8
Findings3
9
Mobile User Experience
«This was released to 3,500 people
without training. We offered training,
but nobody needed it»
(...
10
Mobile User Experience
Adoption Drivers
• Easy to use interface design
• Touch interaction paradigm
• Global and standa...
11
Social Influence
«I noticed when I show
the app to somebody,
people think it’s awesome
and they will tell someone
else....
12
Social Influence
Adoption Drivers
• Access to opinions and
experiences of others
• Enhancing image
(especially in clien...
13
Time To Market
«These are very moderate
investments, apps for less than
CHF 200.000, implemented in less
than 6 months ...
14
Time To Market
Adoption Drivers
• First mover advantage in
a competitve organization
• Fast implementation
• (Comparabl...
15
Security
«People get pretty angry when IT says – you can use your own
device, but we will restrict functionality, put a...
16
Security
Adoption Drivers
• Non-negotiable criteria
• Protection of internal
data
Impact on Organizational
Stakeholders...
17
Workplace Flexibility
«This is an expression of
individuality, people like to
express themselves at work,
they like to ...
18
Workplace Flexibility
Adoption Drivers
• Expression of a modern
and individualist lifestyle.
• Use own devices /
softwa...
19
Information Availability
«For a trip which takes up
to two weeks, you have an
iPad which weighs 400gm. In
the past, our...
20
Information Availability
Adoption Drivers
• Easy access to all critical
information in one place
• Synchronization
• Of...
21
Process Mobilization
«One client wanted a
mobile solution for his
sales staff, but when they
got back to the office wit...
22
Process Mobilization
Adoption Drivers
• Mobile availability of
entire workflows
• Enabling new workflows
when using fea...
23
Conceptual framework
24
«Big Picture»4
26
Further Research
ORGANIZATION
TRANSFORMATION
PROCESS
ENTERPRISE
MOBILITY
• What other stakeholders are affected?
• What...
27
Feedback /
Questions?Sabine Berghaus
sabine.berghaus@unisg.ch
@stadtnomadin
about.me/sabineberghaus
Thank you!
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Adoption of Mobile Business Solutions and its Impact on Organizational Stakeholders

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This is the presentation I held at the 27th Bled eConference on 4th June 2014 in Slovenia. The original paper was pubished in the Bled 2014 Proceedings.

Veröffentlicht in: Business, Technologie
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Adoption of Mobile Business Solutions and its Impact on Organizational Stakeholders

  1. 1. 1 Sabine Berghaus Institute of Information Management University of St.Gallen Adoption of Mobile Business Solutions and its Impact on Organizational Stakeholders
  2. 2. 2 Motivation and Research Question1
  3. 3. 3 Introducing new technology - Companies introduce new technology «top-down» (e.g. Gallivan 2001). - Main question for organizations is how to facilitate adoption Theories on individual adoption behavior are well explored, e.g. TAM (Davis, 1989), Theory of Planned Behavior (Ajzen, 1991), UTAUT (Venkatesh et al., 2003)
  4. 4. 4 Consumerization - Consumer market is moving much faster than the enterprise market. - Employees bring their gadgets and software to the workplace (Harris et al., 2012). How can companies incorporate new practices?
  5. 5. 5 Research Questions 1. What are the main drivers of mobile business solution adoption in a corporate environment? 2. What implications do these drivers have for different organizational stakeholders?
  6. 6. 6 Method2
  7. 7. 7 Grounded Theory Approach Description Goal Focus Group • 11 managers from various industries • World Café discussion • Ideate, Evaluate, Prioritize results Research organizational challenges Expert Interviews • 7 managers from various industries • Semi-structured • Coding of transcripts • Inductive analysis Research adoption drivers and inhibitors in organizational context Result of analysis: 81 codes that were merged into 7 clusters
  8. 8. 8 Findings3
  9. 9. 9 Mobile User Experience «This was released to 3,500 people without training. We offered training, but nobody needed it» (Head of Mobile CM, Insurance Company) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  10. 10. 10 Mobile User Experience Adoption Drivers • Easy to use interface design • Touch interaction paradigm • Global and standardized interaction patterns Impact on Organizational Stakeholders Users facilitating Operating departments - - Corporate IT
  11. 11. 11 Social Influence «I noticed when I show the app to somebody, people think it’s awesome and they will tell someone else. This works better than the usual means of communication.» (Lead Mobile Services, Logistics and Transportation Company) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  12. 12. 12 Social Influence Adoption Drivers • Access to opinions and experiences of others • Enhancing image (especially in client interactions) Impact on Organizational Stakeholders Users Operating departments - facilitating Corporate IT facilitating
  13. 13. 13 Time To Market «These are very moderate investments, apps for less than CHF 200.000, implemented in less than 6 months […] this also convinces the management.» (Head of Mobile CM, Insurance Company) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  14. 14. 14 Time To Market Adoption Drivers • First mover advantage in a competitve organization • Fast implementation • (Comparably) cheap investment • External vendors • Readily available services (cloud services) Impact on Organizational Stakeholders Users Operating departments Corporate IT facilitating creates challenge -
  15. 15. 15 Security «People get pretty angry when IT says – you can use your own device, but we will restrict functionality, put a virus scanner on it and you need an 8-digit PIN […] This is a real problem when you just want to write an SMS on your own device and have to type in an 8-digit PIN.» (Head of Enterprise Mobility, IT Consultancy) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  16. 16. 16 Security Adoption Drivers • Non-negotiable criteria • Protection of internal data Impact on Organizational Stakeholders Users Operating departments Corporate IT facilitating requires decision creates challenge
  17. 17. 17 Workplace Flexibility «This is an expression of individuality, people like to express themselves at work, they like to be comfortable […] modern and mobile. It’s almost a status symbol.» (Head of Enterprise Mobility, IT Consultancy) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  18. 18. 18 Workplace Flexibility Adoption Drivers • Expression of a modern and individualist lifestyle. • Use own devices / software • Work from anywhere Impact on Organizational Stakeholders Users Operating departments Corporate IT facilitating - creates challenge
  19. 19. 19 Information Availability «For a trip which takes up to two weeks, you have an iPad which weighs 400gm. In the past, our colleagues reported that they travelled with 13kg of paper» (Head of Mobile CM, Insurance Company) «There are lots of documents they have to carry around, they have to be updated. This gets checked by the authorities and now we put this on an iPad.» (Lead Mobile Services, Logistics and Transportation Company) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  20. 20. 20 Information Availability Adoption Drivers • Easy access to all critical information in one place • Synchronization • Offline availability Impact on Organizational Stakeholders Users Operating departments Corporate IT facilitating requires decision creates challenge
  21. 21. 21 Process Mobilization «One client wanted a mobile solution for his sales staff, but when they got back to the office with their mobile devices, they had to continue in the paper process» (Head of Mobile Unit, IT Consultancy) Image Copyright Samsung Electronics Switzerland, http://www.samsung.com/ch/news/picturelibrary.html
  22. 22. 22 Process Mobilization Adoption Drivers • Mobile availability of entire workflows • Enabling new workflows when using features of mobile devices (camera, GPS, …) • Integrate into existing workflows, without redundancies Impact on Organizational Stakeholders Users Operating departments Corporate IT facilitating requires decision creates challenge
  23. 23. 23 Conceptual framework
  24. 24. 24 «Big Picture»4
  25. 25. 26 Further Research ORGANIZATION TRANSFORMATION PROCESS ENTERPRISE MOBILITY • What other stakeholders are affected? • What transformation processes is enterprise mobility causing in organizations? • What processes should be mobilized? What measurable effect did that have in today’s corporations?
  26. 26. 27 Feedback / Questions?Sabine Berghaus sabine.berghaus@unisg.ch @stadtnomadin about.me/sabineberghaus Thank you!

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