The Age of Cheap and Cheery Mobile is Over with Forrester


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The days of the low-cost iPhone app are over. Mobile is entering a second more far-reaching and complex stage of deployment and use. Mobile has become the beating heart of customer, business partner, and employee engagement apps or smart products. Driven by accelerating customer expectations around convenience, ease of use and real-time access to information and transactions, mobile has a broad range of implications and unintended consequences. Mobile initiatives are no longer simple standalone efforts led by the business unit or IT. Instead they require a level of spending and organizational coordination traditionally associated with large scale business systems like ERP.

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The Age of Cheap and Cheery Mobile is Over with Forrester

  1. 1. The Age of Cheap and Cheery Mobile Is Over John McCarthy, Vice President, Principal Analyst, Forrester David Rader, CTO, Alliance November 14, 2013
  2. 2. About Alliance Alliance is a software development and testing firm that partners with software, technology and information-intensive businesses on their mission critical work. Leveraging agile practices, Alliance architects and builds software applications, mobile applications, and products that become primary drivers of innovation and revenue growth for its clients and their businesses. Alliance is recognized for driving quality and speed-to-market when business success depends on the software inside. Founded in 1994, Alliance is headquartered in suburban Philadelphia in Conshohocken, PA. © Alliance Global Services 2013 2
  3. 3. Today’s Presenters As Vice President, Principal Analyst, John McCarthy has 27 years of experience at Forrester and is a key contributor to Forrester’s work on predicting the business impact of technology. He covers such topics as the future of IT services and mobile apps and their impact on IT and vendors, the impact of cloud computing, the emergence of “platform” BPO offerings, and implications of SaaS on traditional services. John also has more than 12 years of insight into the development of a global delivery model for IT services and product development. John holds a Bachelor of Arts degree in European history and economics from Connecticut College. David Rader is Alliance’s CTO. He focuses on improving software development teams and technology strategy for Alliance’s clients. David has over 15 years of experience in software development and consulting and is passionate about delivering great customer experiences and business value. Prior to joining Alliance, David was a Senior Partner at Fusion Technologies and has worked for a major retail brokerage and a data analytics consultancy. David has a BA from Northwestern University in Economics and Integrated Sciences. © Alliance Global Services 2013 3
  4. 4. The Era Of Cheap And Cheery Mobile Apps Is Over! John C. McCarthy, Vice President, Principal Analyst 4 © 2009 Forrester Research, Inc. Reproduction Prohibited 2013
  5. 5. Theme Mobile initiatives are no longer simple standalone efforts. Instead they require a level of spending and organizational change traditionally associated with large scale business systems like ERP 5 © 2013 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Perfect storm The perfect storm of technology innovation Innovation is Everyone is organized at the around intersections individual silos 6 © 2013 Forrester Research, Inc. Reproduction Prohibited
  7. 7. The perfect storm drives whole new technology and business agenda around customer engagement Mobile apps guide people in Systems of their physical world engagement empower people with context-rich apps that merge the physical context with virtual intelligence to take the next mostrecord action Systems of likely host transactions in the virtual world 7 © 2013 Forrester Research, Inc. Reproduction Prohibited Source: November 16, 2012, “Great Mobile Experiences Are Built On Systems Of Engagement” Forrester Report
  8. 8. Systems of engagement with field service • Tablets in the hands of field service reps. • GPS in app knows which windmill you are standing in front of . . . before you climb 350 steps. • Full content integration includes maintenance history, video repair instructions, diagnostic tools needed, • And a video link back to experts for tough problems. 8 © 2013 Forrester Research, Inc. Reproduction Prohibited
  9. 9. Systems of engagement with distributors • Trane empowers distributors to upsell and close deals faster. • An iPad app delivers content, sales materials, and documents. • The “ring to ching” close rate is 20% faster, 31%+ in revenue. • Analytics are built into the platform to monitor, refine, and reward. 9 © 2013 Forrester Research, Inc. Reproduction Prohibited © 2013 Forrester Research, Inc. Reproduction Prohibited
  10. 10. Systems of engagement in financial services • Deutsche Bank is replacing 250 apps with SAP for core banking functionality • This frees up money and provides agility to focus on new interfaces with clients • Embarked on “touch” strategy and redesign of branches to better engage clients around financial planning 10 © 2013 Forrester Research, Inc. Reproduction Prohibited Source: Deutsche Bank • Using Microsoft Surface technology and iPads to better visualize results in customer conversations
  11. 11. The key differences Systems of record Key outcome Design goals Intended audience Systems of engagement Guide decisions and deliver services Accomplish tasks for Implement a business process casual and for dedicated for expert users users Customers, employees, & Employees partners Automate transactions Degree of personalization Non-existent or role-based Tailored to an individual based on their immediate context User interaction model Keyboard and mouse Touchscreen, voice control, sensors, camera, M2M Role of analytics Operational analytics on historical data Integration requirements Fixed, mostly internal systems ROI model Cost cutting and efficiency 11 © 2013 Forrester Research, Inc. Reproduction Prohibited Experience and outcome analysis on real-time data Rapidly changing, with many internal and external systems Revenue growth and better service
  12. 12. The changing importance of the firm’s software assets Software is the brand! 12 © 2013 Forrester Research, Inc. Reproduction Prohibited
  13. 13. Value of software as a percentage of the brand/customer experience is growing by vertical 2012 90% 60% 85% 80% 80% 75% 2016 70% 60% 65% 55% 50% 40% 35% 50% 40% 45% 30% 15% 0% 13 © 2013 Forrester Research, Inc. Reproduction Prohibited 15% 10% 10%
  14. 14. Theme Mobile initiatives are no longer simple standalone efforts. Instead they require a level of spending and organizational change traditionally associated with large scale business systems like ERP 14 © 2013 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Skills The age of cheap and cheery mobile is over! Refactoring Scale and scope of mobile investments 15 © 2013 Forrester Research, Inc. Reproduction Prohibited Reengineering
  16. 16. What changes when the enterprise becomes as ISV  UX becomes an absolute requirement, not a nice to have  Velocity of customer feedback immediately damages the brand  The Tsunami of releases requires agile  The backend apps, security paradigms, middleware constructs, and data models need to be redesigned/rebuilt  ROI models shift from cost cutting to revenue generation and risk reduction/service improvement  Firms create a separate software engineering group with a product development mindset  Firms need to rely on a broader ecosystem  New hybrid skillsets are required 16 © 2013 Forrester Research, Inc. Reproduction Prohibited
  17. 17. The atomization of business processes will cascade through your entire technology stack … 17 © 2013 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Changing focus and value of the technology stack Systems of record UXP Systems of engagement Design UXP Data Software Hardware/infrastructure Network Design 18 © 2013 Forrester Research, Inc. Reproduction Prohibited Data Software Infrastructure
  19. 19. The shifting make up of IT skills 100% 10% White Collar IT 80% 9% 5% 2% 1% 21% 14% 2% 10% 60% Blue Collar IT 5% 33% 20% 40% 8% 11% 20% 33% 16% 0% Systems of record 19 © 2013 Forrester Research, Inc. Reproduction Prohibited Systems of engagement Mgmt. Project mgmt. Vendor mgmt. UXP Bus. Analysts Architects Infrastructure Programmers
  20. 20. Mobile and smart drive backend simplification High complexity and high innovation rarely co-exist PC world Front-end Back-end 20 © 2013 Forrester Research, Inc. Reproduction Prohibited Mobile/smart world
  21. 21. The Tsunami of releases requires an elastic infrastructure and composite apps Traditional release/implementation cycles Emerging service cycles (mobile apps/cloud) Impact High does 7 + releases/year Google does a release every 2 weeks Amazon does a release every 11 seconds across 10,000 servers Low 21 Year Year 1 2 © 2013 Forrester Research, Inc. Reproduction Prohibited Year 3 Year 4 Year 5 Year 6
  22. 22. The CIO’s migration to IT-as-a-service As-a-service attributes Internal CIO Buyer Business buyer System of record Now External Systems of engagement Legacy systems Private cloud New public cloud projects 2016 New public Legacy systems Private cloud cloud-based systems 2019 New public Cloud-based systems 22 Legacy systems © 2013 Forrester Research, Inc. Reproduction Prohibited Private cloud
  23. 23. Mobile engagement requires new four-tier engagement platform 23 © 2013 Forrester Research, Inc. Reproduction Prohibited
  24. 24. How important is each of the following initiatives in your firm's mobility strategy for supporting your customers over the next 12 months? (High and Critical Priority) Update our security technologies and processes to better support mobile interactions 70% Support a wider variety of mobile devices and platforms (e.g., tablets, iOS, Android) 64% Improve or modernize our mobile app(s) to deliver more information or transaction support 60% Expand or enhance data center infrastructure to handle increasing volume of customers' mobile interactions 58% Re-architect traditional or back-end apps to make it easier to interface with and support mobile front-end apps 48% Re-architect our middleware to better support mobile front-end applications 48% Expand machine-to-machine (M2M) or 'Internet of things' initiatives 38% Create a set of standard APIs or services 38% 24 © 2013 Forrester Research, Inc. Reproduction Prohibited Source: Forrsights Mobility Survey, Q2 2013 Base: 1480 North American mobility decision-makers
  25. 25. Changing face of IT spending (Forrester estimates) Systems of record investments Systems of engagement spending Mobile/tablet front-end apps budgets 2012 79% 2017 45% 0% 25 20% © 2013 Forrester Research, Inc. Reproduction Prohibited 18% 41% 40% 60% 3% 14% 80% 100%
  26. 26. Summary  The perfect storm of technology change is driving a whole new class of systems of engagement  Software and UXP drive customers’ brand experience and product/service differentiation  The role and the value of the technology stack changes in the “software-is-the-brand” world  The makeup and skills of IT will evolve dramatically 26 © 2013 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Related research  October 18, 2013, “Mobile Needs A Four-Tier Engagement Platform”  August 6, 2013 “Wanted: Mobile Engagement Providers”  August 5, 2013, “New Dynamics Shape IT Services Spending”  November 16, 2012: “Smart Products Will Require A Hybrid CTO/CIO Skill Set”  August 30, 2012, “Cloud Mobile Development: Enabled By Back-End-As-AService”  August 13, 2012, “Mobile's Ascendance Will Accelerate IT Services Restructuring”  May 16, 2012, “Business Execs Increase Direct IT Spend To Support Mobile and Systems Of Engagement”  February 13, 2012, “Mobile Is The New Face Of Engagement”  August 8, 2012, “Mobile Management Takes A 180 Degree Turn”  June 10, 2011, “The Re-Invention Of Product Development Services”  April 21, 2011, “Sizing The Cloud”  February 28, 2011, “Mobile App Internet Recasts The Software And Services Landscape” 27 © 2013 Forrester Research, Inc. Reproduction Prohibited
  28. 28. Thank you John C. McCarthy +1 617.613.5710 © 2009 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Gen 2 Mobile Apps 8-Nov-2013
  30. 30. Enterprise Mobile Applications In House Enterprise Systems Customers Employees Examples: • Field Service • Sales • Agents • Medical • Retail • Shipping / Logistics Supply Chain / Sales Channel © Alliance Global Services 2013 30
  31. 31. REAL WORLD EXAMPLES © Alliance Global Services 2013 31
  32. 32. HealthCare Line of Business iPad App CLIENT Life saving provider of remote cardiac monitoring and medical telemetry enabling rapid diagnosis of heart attacks and arrhythmias. PROBLEM STATEMENT Need to enable medical providers to enroll new patients, access patient information, and receive notifications of diagnosis results while on-the-move in hospital and care settings. Providers are demanding mobility and require data security. SOLUTION • Analyzed physician work styles to design a task-oriented workflow UX • Implemented native iPad app to provide fastest possible responses • Extended Enterprise authentication, entitlements and data services to enable mobile integration • Encrypted offline HIPAA compliant patient data • Implemented Push Notifications • Implemented and consumed WCF and .NET server components © Alliance Global Services 2013 32
  33. 33. What’s it take to makes workflow Easy? Client Incoming Orders External Modules JQuery UI Components Workflow Manager (WPF) ASP. Net MVC 3 Application Business, Workflow and Security Data Access and Service Bus Database and Messaging Novus Platform Raw Data exposed as Service WCF Service Layer Service Interfaces Data Contracts Service Agents WCF Data Services Entity Framework (calling Stored Procedures) Patient Schema POCO Entities Request Schema Inventory Schema Novus DB Windows Workflow Task Library XAML, Meta-data and Configuration Workflow Tracking and Persistence Business Components Workflow Components Reports ServiceBus Authentication, Authorization, Security, Caching, Exception Management, Logging and Instrumentation, State Management and Validation Crosscutting Concerns Applications Novus System Inventory Management Module Billing Partner Document Storage Partner Reporting Partner Monitoring Partner Others MSMQ/RabbitMQ © Alliance Global Services 2013 33
  34. 34. Holistic View Business Strategy (Functionality) Technology (Application Development & Integration) User Experience (What You See & How You Use It) © Alliance Global Services 2013 34
  35. 35. Simple Complexity? Data Driven Dynamic Forms Robust Offline Replication Support Configurable Workflow Data Merge, Cleanse, Migration © Alliance Global Services 2013 35
  36. 36. Nalco Industrial Field Service App CLIENT $11B provider of water services to industrial and utility customers with 25,000 global field service & sales team members PROBLEM STATEMENT Need to enable field sales & service team to collect sensor readings in demanding industrial settings with a BYOD culture. Desire to leverage existing .NET server code and skillset. Need for pure native apps to support offline and native device capabilities. SOLUTION • Cross-platform native app developed using C#/.NET and Xamarin mobile tools • Published to iTunes and Android Play app stores • Enterprise authentication & entitlements integration • Enterprise JSON API implemented • Offline support and automatic sync • Location based data context • 80% code reuse across 2 different device platforms and shared code with ASP.NET server applications © Alliance Global Services 2013 36
  37. 37. “Simple” Apps Require Back-End Integration Mobile Field Service App Directory Services CRM ERP / Master Data Transactional © Alliance Global Services 2013 37
  38. 38. IT Investments Required Investments Needed! MDM Data Auth & Auth Technology Security Compliance Replication Security Mobile SSO Entitlements Cloud Services Scalability Queue © Alliance Global Services 2013 38
  39. 39. CardioReady Field Service Tracker CLIENT Largest servicer of Automated External Defibrillators (AED) in North America PROBLEM STATEMENT Changing regulations require public spaces to provide AED’s that require regular service and certification. Field service team needs an app to optimize their routing and daily activities and customers require seamless access to maintenance logs SOLUTION • Multi-device hybrid HTML5 app implemented with native gesture support • iTunes, Android Play, Blackberry, and Windows Phone app stores • Integrated with NetSuite cloud based ERP • Web portal and API developed with automatic sync between device and web. • Enables field techs and customers to view dashboards online and offline • Improves technician’s workflow with maps, bar code scanning, and camera access • Single code base across 4 different device platforms and desktop browsers © Alliance Global Services 2013 39
  40. 40. Integrated Front-End Requires Integration Mobile REST API Service Items © Alliance Global Services 2013 40
  41. 41. QUESTIONS AND ANSWERS © Alliance Global Services 2013 41
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