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Driving value from mobile: Getting the strategy right - Steve Barden
 

Driving value from mobile: Getting the strategy right - Steve Barden

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    Driving value from mobile: Getting the strategy right - Steve Barden Driving value from mobile: Getting the strategy right - Steve Barden Document Transcript

    • Driving value from mobile 31/01/2013 learning technologies Driving value from mobile: Getting the strategy right Steve.Barden@LINE.co.uk Slide 1 January 2013 Today Why is mobile important Why do I need a mobile strategy What is the right mobile strategy The life of an App Realising the benefits Slide 2 January 2013© LINE Communications Group Ltd 2013 1
    • Driving value from mobile 31/01/2013 learning technologies Why is mobile important? Slide 3 January 2013 Why is mobile important? It provides the perfect Anytime, Anywhere opportunity to deliver content … … for the whole enterprise … … and beyond Slide 4 January 2013© LINE Communications Group Ltd 2013 2
    • Driving value from mobile 31/01/2013 Mobile mania Smartphones have surpassed laptops as the route to the web Britons use smartphones and tablets to access the web more than any of the worlds leading economies (Ofcom) There are more mobile web users in China than in there are people in the US! 2012 20bn Apps consumed – more than 3 for every person on the planet! Slide 5 January 2013 Mobile App Consumption + 35% in 2012 Slide 6 January 2013© LINE Communications Group Ltd 2013 3
    • Driving value from mobile 31/01/2013 UK Mobile Penetration 2012 UK Population c. 63m Mobile Subscribers c. 51m (81% of population) 5.3m Mobile Internet Users c. 36m 1.8m N. Scotland (71% of subscribers) Ireland Mobile App Users c. 31m (61% of subscribers) 3.1m Wales 53m England Source: Census 2011 Source: Mobile Consumer Trends Slide 7 January 2013 Market share of smartphone sales 2011-2016 Country 2011 2012 2016 CAGR China 18.3% 26.5% 23.0% 26.2% USA 21.3% 17.8% 14.5% 11.6% India 2.2% 2.5% 8.5% 57.5% Brazil 1.8% 2.3% 4.4% 44.0% UK 5.3% 4.5% 3.6% 11.5% Rest of 51.1% 46.4% 46.0% 18.1% World Source: IDC (Aug 2012) Slide 8 January 2013© LINE Communications Group Ltd 2013 4
    • Driving value from mobile 31/01/2013 Learning Maturity 2012 25% of organisations are now developing mobile apps for learning (+20% since 2010) 30% of organisations encouraging individuals to use their own devices (BYOD) 31% providing learners with mobile devices. Slide 9 January 2013 Mobile culture – have you got one? Do you have a policy for BYOD? Do you differentiate between tablet and smartphone? Do you have processes and systems to convert / develop, publish, secure, distribute and track content for mobile devices? Do you include mobile in your blended learning? Is your IT department supportive? Are your L&D and mobile systems integrated? All this and more – is underpinned by a strategy? Slide 10 January 2013© LINE Communications Group Ltd 2013 5
    • Driving value from mobile 31/01/2013 learning technologies Why do I need a mobile strategy? Slide 11 January 2013 Why do I need a mobile strategy? Business requirements? User demand? Tech improvements? Media Hype? Need to answer some key questions: What are the best uses of mobile? How can we make sure our mobile solutions work for the target audience? How do we manage our intellectual property? Do we get the right capabilities in place? How will we determine success? Slide 12 January 2013© LINE Communications Group Ltd 2013 6
    • Driving value from mobile 31/01/2013 Mobile strategy – have you got one? 47% consider M significant C. 30% of organisations have one! Slide 13 January 2013 Masie’s mobile readiness Masie Mobile Learning Pulse Survey, Fall 2012 Slide 14 January 2013© LINE Communications Group Ltd 2013 7
    • Driving value from mobile 31/01/2013 learning technologies What is the right mobile strategy? Slide 15 January 2013 What is the right strategy? Strategy is about doing the right things… It should: Integrate with existing communications, support and learning initiatives Ensure a scalable solution to create, manage and distribute content securely Work for today’s and tomorrow’s: Devices Audience Systems Infrastructure Slide 16 January 2013© LINE Communications Group Ltd 2013 8
    • Driving value from mobile 31/01/2013 What is the right strategy? Strategy is about doing the right things… It should define: Use cases UX design Content management Knowledge management Security Device types Integration Distribution Collect a copy of our strategy tips sheet from STAND 35 Slide 17 January 2013 learning technologies The life of an App Slide 18 January 2013© LINE Communications Group Ltd 2013 9
    • Driving value from mobile 31/01/2013 The Life of an App Define Specify business the Develop/ need solution test/QA Review Retire 1 3 5 7 9 2 4 6 8 Clarify your Design and Publish/ Revise audience Visualise Distribute Slide 19 January 2013 Define the business need Communicate Reach Speed to competence Support Impact Retention Learn Timeliness Improved performance Slide 20 January 2013© LINE Communications Group Ltd 2013 10
    • Driving value from mobile 31/01/2013 Audience need Right level! Engaging! Relevant! Challenging! Rewarding! Access anywhere! Shown at CES this month Slide 21 January 2013 Spec the solution App Vs Web - quite a balancing act… Native App: An application written for a Web App: An application accessed particular operating system to use through a browser over the Internet device specific functionality or deliver or Intranet. Not installed locally on the enhanced performance. device. Slide 22 January 2013© LINE Communications Group Ltd 2013 11
    • Driving value from mobile 31/01/2013 Design, develop and distribute Design Develop Test Manage Slide 24 January 2013 Review, revise and retire Regular updates during life of the app ensures ‘stickiness’ Slide 25 January 2013© LINE Communications Group Ltd 2013 12
    • Driving value from mobile 31/01/2013 How do we determine success? Business success: User expectations: Reduced time to Improved access competence Don’t make me think! Improved uptake of Greater flexibility knowledge / learning More current and Reduced failure rate contextually relevant Greater personalisation options Slide 26 January 2013 learning technologies Benefits realised Slide 27 January 2013© LINE Communications Group Ltd 2013 13
    • Driving value from mobile 31/01/2013 Benefits realised We can evidence positive results, including: 1. 17% increase in pass rates, year on year 2. Training time increased by four hours a month 3. Many weeks saved in time to competency 4. Potential savings of £Ms from a suite of small JIT apps 5. Development time down to weeks from months Slide 28 January 2013 When you have the right strategy It does: Integrate with existing communications, support and learning initiatives Ensure a scalable solution to create, manage and distribute content securely Work for today and tomorrow Now you need to implement it… …implementation is about doing things right Slide 29 January 2013© LINE Communications Group Ltd 2013 14
    • Driving value from mobile 31/01/2013 Mobile implementation needs a plan START How will Select Supplier(s) Configure Write Mobile project IT hosted or Set up Help and Negotiate Hardware and Strategy work with outsourced Desk Contract(s) Software IT? Identify Agree IT Assess Proposals, IT Managed Add / Revise Stakeholders Policies and Interview Vendors, Update Content In-House Content and Governance SLA Short List Gather User Determine MDM Issue a Request Test and Develop Mobile Stakeholder Generated / MAM / MIM for Proposal Evaluate Use Policies Requirements Content Need for Project (RFP) COTS / Open Determine Create Help and Ensure Security, List Mandatory List Anticipated Create Project Source Mobile Carrier Support Privacy and Ethical Requirements Project Benefits Documents Content for Project Materials Standards Identify Content Custom Define Test and Create and Prepare Project Appoint a Project Platform(s) and Content from Production Implement Change Establish BAU Budget Manager Device(s) Developer Systems Strategy Where Will Convert Construct Business Create and Define Scope of Form a Project Evaluate Content be Legacy Case / TCO / Distribute Comms Pilot and Rollout Steering Group Analytics Data Sourced? Content Benefits / ROI for End Users Yes In-House Content Design Present Business Budget Transfer Project Define Total Monitor Future Development and Development Case for Budget Approved to Operations Project Costs Developments Team Processes Approval ? Team No END Current Project Slide 30 January 2013 learning Getting the strategy right technologies = Results www.LINE.co.uk STAND 35 Steve.Barden@LINE.co.uk Slide 31 January 2013© LINE Communications Group Ltd 2013 15