Multimodal Mobility
SMS, Voice, Mobile Apps, Mobile Web
as key enablers of Enterprise Mobility
VeerChand Bothra
Ravience Digital Pvt Ltd
Interop, 2009

Many Stats – Two Facts
Virtually all your
Customers have a
mobile phone
Virtually all your
Employees have a
mobile phone

Time to Act
Has your Customer
Service changed?
Has your Marketing
changed?
Have your Business
Processes changed?

IT or Island?

Enterprise Mobility Value Chain
• Workflow
• Transactions
• Information Access
• Instant Messaging & Calendar
• Email
• Voice

Modes of Mobile Access & Delivery
• SMS
• Voice
• Mobile Apps
• Mobile Web
• Bluetooth
• Wifi
• USSD

SMS
• Outbound
– Bulk SMS
– Unicode messages
– A2P using HTTP
• Inbound
– Longcode: Standard rate Virtual number
– Shortcode: Premium rate number
– P2A using HTTP

Voice
• Voice site is an IVR system
– Access through a Toll-free, Standard-rate or Premium-rate number
– Can be in any language and work across handsets
– Navigation through
• Touchtone input
• Speech recognition
• Automated Outbound Dialing (OBD)
– Recorded voice prompt (clip)
– Dynamic patching of data through text-to-speech
– Numbers are automatically called and the voice prompt is played out to them
– 30 or 60 second pulse
– The call can be interactive and user’s response can be stored

Mobile Web and Apps
• Made for Mobile Web browser sites
– Mobile websites are not the same as PC websites
– Rs 3,000 price point for GPRS handsets
– Cost of data download is relatively high – approx. Rs 5-10 per MB
– Constrained device: small screen, lower processor speed and memory
• Mobile Apps
– Greater control over UI and Experience
– Requirements planning e.g. Need to access to contacts
– Device planning
– Technology planning
• Java (J2ME)
• Symbian
• Windows

Use Cases
• Field Force Automation
• Order Tracking & Production Planning
• Incentive schemes for B2B channels
• Self-service for students
• Stock Broking Risk Management automation
• Alerts for Airlines
• Critical message delivery for ATM monitoring
• Voicesite for complaints & feedback
• Mobile donation collection

Use Case: Field Force Automation
Field Rep (FR) gets 3 SMSes in the morning
[4367] Mr Ram Gupta, 7/31, Sharma Nagar, Andheri East, Mumbai, 400069. 02226843632 http://mget.in/4367
FR clicks on the link in SMS to get details like client profile, service history etc. using the mobile browser
He completes the client call
He calls a Voicesite (IVRS) number from his mobile 02234348877
Voicesite identifies FR from his caller ID, asks him to enter MPIN and then asks for the call code (4367)
Fr is presented with a menu, having options to report the status of the call
Manager can check progress in real time from his PC web interface

Challenges
• RoI?
• Security
• Devices Management
• Application Portability
• Middleware
• Mobile Policy

Thank You!
• VeerChand Bothra
• +91 98198 39790
• veer@ravience.com
• http://www.ravience.com
• http://www.mobilepundit.com