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Mobile Apps
 

Mobile Apps

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  • Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.Mobile commerce (in-store): The ability to purchase physical goods in the store via an app that interacts with the store’s point-of-sale system (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App.
  • Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.Mobile commerce (in-store): The ability to purchase physical goods in the store via an app that interacts with the store’s point-of-sale system (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App.
  • ProgrammabilityPotential for creating more responsive applications (combats bad perception left by WAP)Critical personal dataEvery application will access personal user profile in some formCustomizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.)Mobile payments (credit cards, account information, e-tickets)Asynchronous CommunicationMost applications are best described as event-based―core of the application logic is to react to some external events.Aesthetic, convenient user interfaceApplications need pleasing, simple and responsive user interfacesAlways-on network connectivityAlmost all applications heavily rely on network connectivity. Integration of data from the desktop (office, enterprise, school) to mobile device. Access anytime, anywhere is what increases utility of the mobile applications.

Mobile Apps Mobile Apps Presentation Transcript

  • ©2012 LHST sarlMobile Appsbringing business into contextLee SCHLENKER – EMLYONEMLYON Business School
  • ©2012 LHST sarlAgendaIntro Application MetricsImpact
  • ©2012 LHST sarlMobile Commerce• Mobile e-commerce: Transactingwith an e=commerce site via a mobiledevice.• Mobile payment: Payment using thesmartphone as the conduit.• Mobile commerce (in-store): Theability to purchase physical goods inthe store via an app that interactswith the store’s point-of-sale systemJohn CaronIntro Application MetricsImpact
  • ©2012 LHST sarl4Mobile Applications• Mobile Apps are apps orservices that can be pushed toa mobile device or downloadedand installed locally.• Classification• Browser-based:apps/services developed in amarkup language• Native: compiled applications(device has a runtimeenvironment). Interactive appssuch as downloadable games.• Hybrid: the best of bothworlds (a browser is neededfor discovery)Intro Application MetricsImpact
  • ©2012 LHST sarlApplication typesIntro Application MetricsImpact
  • ©2012 LHST sarlConvergence + Context• Convergence: When bricks andmobile finally integrate to provide aholistic shopping experience wherebyeach shopper has a uniqueexperience with the physical store.• Context: When mobile couponing,offers, location, check-ins, etc.become personalized to the individualshopper based on who they are, whatthey like, where they are, what theywant, and what they’ve just scannedor purchased. John CaronIntro Application MetricsImpact
  • ©2012 LHST sarlContext over Process• Context : The setting(circumstances) in which an eventoccurs• Process : A structure of activitiesand tasks in response to customerdemands• Processes are models whereascontext reflects patterns ofinteraction• Context has geographical andsocial dimensionsSaavedraIntro Application MetricsImpact
  • ©2012 LHST sarlChanging IS skills• Analyse the user experience andthe context in which they « work »• Design applications essentiallyfrom web services• Understand how the variousmobile platforms are built• Develop mobile strategies thatmatch the underlying businessmodelsIntro Application MetricsImpact
  • ©2012 LHST sarlGiving « an application » new meaning• Aesthetic, convenient userinterface• AsynchronousCommunication• Always-on networkconnectivity• Critical personal data• Built-in interactivityIntro Application MetricsImpact
  • ©2012 LHST sarlRevenue Models• Advertising revenue• Brand Takeovers• Download fees (and upgrades)• In-app purchases• Subscriptions• Two-sided model (the app as aplatform)Paulina Delgado SootsIntro Application MetricsImpact
  • ©2012 LHST sarlCurrent Trends1. Backend as a Service (BaaS). BaaS hasemerged as an alternative to mobilemiddleware, the software that connectsdisparate mobile applications.2. REST APIs. Mobile--along with cloud, socialand big data--is changing the complexion ofapplication integration.3. Mainframes and legacyapplications. Increasingly, developmentleaders are forced to measure the worth ofexisting applications against brand newmobile and Web apps.4. Web vs. native browsers. How will HTML5impact open source software and mobileapplications, and will it catch on withdevelopers. Stéphanie Mann
  • ©2012 LHST sarlApplicationIntro Application MetricsImpact
  • ©2012 LHST sarlVisionning the opportunity•How could real time access to companyinformation change customer buyingbehavior?•What different mobile functions could changethe way you do business?•What business data would you like accessibleanytime, anywhere for your managers?•How might your managers use mobile devicesto interact with your business?•How could your employees be moreproductive off-site?Intro Application MetricsImpact
  • ©2012 LHST sarl15Organizational Issues• Integration into business process– Business model, information flow• Integration into organizationalstructure– Who is responsible for what?• Integration into technicalinfrastructure– Devices and communicationinfrastructure• Integration into security concept– Danger of new security leaksIntro Application MetricsImpact
  • ©2012 LHST sarl16Technical Implications• Application scenario– Choosing an appropriate scenario• Mobile device– Software infrastructure, hardwarerequirements• Communication technology– On-/Offline scenario– Wireless Wide Area Networks/ WirelessLocal Area Networks– Communication protocol• Application architecture scenario– Thin/fat clientIntro Application MetricsImpact
  • ©2012 LHST sarlLanguages and developmentenvironments• jQuery Mobile – jQuery Mobile is alightweight framework which built withprogressive enhancement, and hasa flexible, easily theme able design.• Mobl - mobl is a free and open sourcelanguage for speed up mobile application. Itdeploy on iOS, android, andother phones supporting HTML5.• MoSync - MoSync is an open source SDK,using C++ and a set of powerful APIs.• Sencha Touch - Sencha Touch is anapplication framework build to leverageCSS3, HTML5, and JavaScript.Intro Application MetricsImpact
  • ©2012 LHST sarlEcosystem issues– content, devicesand networksIntro Application MetricsImpact
  • ©2012 LHST sarlMobile Application Project ManagerIntro Application MetricsImpact
  • ©2012 LHST sarlConsumer CategoriesIntro Application MetricsImpact
  • ©2012 LHST sarlAdapting strategy to contextIntro Application MetricsImpact
  • ©2012 LHST sarlSegment by customer needsIntro Application MetricsImpactAdmin
  • ©2012 LHST sarlGrowth areas• Location based services and alsoprovide content sharing over socialnetworking• Mobile knowledge workers on themove : CRM, SCM, ERP• Point of sale (POS) terminals forpayment delivery functionsIntro Application MetricsImpact
  • ©2012 LHST sarlMetricsIntro Application MetricsImpact
  • ©2012 LHST sarlFunnel Analysis• Why are users are failing to complete proposedactivity?• Monitor conversion rate using unique visitorsand click-through rates.• Landing pages provide the biggest challenge todigital challenges.• Reduce number of steps to facilitateengagement.• Reduce the number of fields that require userinput.• Check for leaks: visitors might not be droppingcompletely but using other routes.Cian O SullivanIntro Application MetricsImpact
  • ©2012 LHST sarlSocial stickiness• What aspects of your app are influencing themindset of your users?• Monitor the « stickiness » of your messagethrough number of visits, time spent pervisit, citations and redirects.• What customer challenges/opportunities are youaddressing?• What skills and knowledge are you targeting?• How does your application fit into the story thatyour customers are trying to tell?Intro Application MetricsImpact
  • ©2012 LHST sarlMapping context• Why your user base does what it does?• Tracking time and location to map outthe spaces where "whats going on"happens.• Context is a means of measuring theextent to which a vision (product,service, idea) can be shared• Social spaces are constructed from avision, “actors”, repeatable events, andoutcomes.Intro Application MetricsImpact
  • ©2012 LHST sarlSocial graph and emergent behavious• How does your data elucidate userbehavior?• Social graphs are the global mappingof your customer base and howtheyre related• Capture and monitor identity, qualityand structure of relationships withothers• Emergent behaviors – what newbusiness opportunities might beexplored? Alex IskoldIntro Application MetricsImpact
  • ©2012 LHST sarlThe Size of the App Economy• US app industry has beenfound to have morethan 466,000 jobs• The app development industryis providing more jobs thansoftware publishing and thetelecom carriers• The industry produced $20billion in revenue, with Apple’sApp Store alone registered ashaving 124,475 activepublishers adding content to it.