©2013 LHST sarl
Mobile Business
The Amaté platform
Introduction
May 19th 2014
- Preliminary Draft -
©2013 LHST sarl
Agenda
I. Introduction
II. Mobile Applications
III. Mobile Strategy
IV. Mobile Project
Management
V. Stude...
©2013 LHST sarl
• I work with managers to help them
understand how enterprise applications,
web and mobile technologies ca...
©2013 LHST sarl
Partners
Stockholders
Clients
Employees
How can the mobile strategy
enhance organizational
productivity?
M...
©2013 LHST sarl
• Students will be evaluated on the pertinence
and ergonomics:
• Of their requirement study for a mobile
a...
©2013 LHST sarl
• Zaarly is a buyer-powered
market - focus on what people
want than what they have
• Creates a broad, tran...
©2013 LHST sarl
Business Model Stories
Segment the market Identify the conflict
Identify customer needs Portray the needed...
©2013 LHST sarl
Intro Metrics SpecsUse
Scenarios
©2013 LHST sarl
Results
Actions
Knowledge
Context
Data
Process
Interprets
Decisions
Measures
Obtain
Define
Require
Drive
T...
©2013 LHST sarl
)
• Harder, better, faster…
• Mechanized productivity
• Knowledge productivity
• Continuous Productivity
S...
©2013 LHST sarl
• « Assez peu dans les applications
mobiles a part leur utilisation » –
Florent
• « Utilisation personnell...
©2013 LHST sarl
• Dans l’article The Mobile Disruption, Lisa ELLIS
et Greg GILBERT présentent le potentiel et les
défis de...
©2013 LHST sarl
• In 97 countries around the world, there are
now more mobile devices than there are
people.
• There were ...
©2013 LHST sarl
21.6%
16.7%
15.7%
7.8%
6.9%
5.9%
4.9%
2.0%
2.0%
1.0%
Texting
Internet
Email
Call
GPS
Facebook
Apps
News
Bl...
©2013 LHST sarl
34.7%
27.1%
25.5%
7.5%
2.8%
2.3%
36.6%
22.0%
33.7%
4.3%
2.0%
1.2%
Android RIM Apple Microsoft Palm Symbian...
©2013 LHST sarl
Mobility rather than Mobile
• Mobility is radically different from the
"desktop" experience
• Mobility is ...
©2013 LHST sarl
• Salesforce, marketing automation, customer
support.
• Instant access to the Leads, Accounts,
Contacts, P...
©2013 LHST sarl
• A mobile work marketplace connecting
businesses to their communities
• Crowdsourcing model – Users are p...
©2013 LHST sarl
• Shopkick, lancée en août 2010 à Palo
Alto
• C’est une application de géolocalisation
permettant de gagne...
©2013 LHST sarl
• Giffgaff - gaelic for mutual giving
reflected in their manifesto
• Social CRM : member gets member,
eVou...
©2013 LHST sarl
• Why are users are failing to complete proposed
activity?
• Monitor conversion rate using unique visitors...
©2013 LHST sarl
• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of your...
©2013 LHST sarl
• Why your user base does what it does?
• Tracking time and location to map out
the spaces where "what's g...
©2013 LHST sarl
• How does your data elucidate user
behavior?
• Social graphs are the global mapping
of your customer base...
©2013 LHST sarl
Introduction
Purpose
Scope
Business Model
References
Overview
Specific Requirements
Functionality
Usabilit...
©2013 LHST sarl
« This document will describe all the
functional and nonfunctional requirements,
design constraints, and o...
©2013 LHST sarl
• « This mobile application has been
designed as a course project.
• This work corresponds to the
requirem...
©2013 LHST sarl
• Describe the application’s target
audience by needs
• Specify how the applications
functions and process...
©2013 LHST sarl
• « This mobile application has been
based on a study of comparable
applications currently on the market.
...
©2013 LHST sarl
• « This product will be
used…
• The primary users are ….
• The primary benefits are….
• The primary risks...
©2013 LHST sarl
• For each function :
 Describe and prioritize the function
 Diagram the dataflow
 Document the require...
©2013 LHST sarl
• Describe the application’s interface
• Specify response time, throughput,
capacity.
• Business partners/...
©2013 LHST sarl
• Describe how the application will
deal with:
• Authorization.
• Confidentiality
• Protection of enterpri...
©2013 LHST sarl
• Mobile platforms
• Programming languages
• Databases
• Development tools
• Store requirements
• Legal re...
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  • Pourquoi Mitch Betts, dans son dossier sur les applications mobile en entreprise, est assez pessimiste sur la possibilité des entreprises d'adapter les stratégies mobiles à court terme ? But mobile apps require a new way of thinking. “Mobile is not merely another chapter in the smaller, faster, cheaper device story. And it’s not tiny Web or screen-scraped PC applications,” a recent Forrester Research report points out. It requires asking customers how they want to interact with your business at key moments of decision or action. And it requires giving them an experience that they find engaging, intuitive, fast and maybe even fun. To be blunt: The opposite of a traditional ERP system. Pourquoi l'étude suggère que le développement d'une strategie de "mobile first" pose un problème pour les DSI? Marcus and Millichap is in good company. Mobile-first apps represent a conundrum for IT leaders. On the one hand, CIOs are excited about the potential payoffs, and often they’re being pressured to deliver sexy new apps to mobile-toting end users, executives and customers.On the other hand, Gartner’s Clark notes that “fragmentation and chaos” in the mobile marketplace, where new releases and versions of mobile operating systems are coming out all the time, has made it difficult for businesses to develop and execute a coherent strategy.According to Gartner research, the number of smartphones is projected to exceed 6.7 billion by 2015 worldwide, creating huge opportunities for consumer-oriented businesses.Seth Robinson, director, technology analysis at CompTIA, an industry association. However, the ability to connect to customers in a mobile environment is increasingly important. So any mobility strategy must address the needs of two differentgroups with distinct needs and requirements.Pourquoi les auteurs suggèrent-ils que les DSI doivent repenser leurs moyens à concevoir, developper et manager leurs applications mobiles? Going mobile first often requires IT leaders to rethink the mix of talent and expertise they apply to application design, development, management and maintenance. While the CIO and IT are often in charge of mobile application strategies, this is not always the case. And active participation by other business groups is critical, industry sources agree. Quels sont les avantages et désavantages d'HTML 5 cités dans l'article? HTML5 protocol, which provides strong Web-based animation and interactive capabilities and can run on multiple platforms. The W3C has yet to fully ratify certain key elements of the protocol, such as caching, which allows mobile users to work offline, Gartner’s Clark warns. However, many IT leaders are already using or planning to use it. “HTML5 seems like good solution to some of the interactive problems, and we would love to leverage mobile devices’ location capability,” AARP’s Hassanyeh says. For example, “We are working toward a location service where, if you walk into a store, we let you know of the discount [or] service we offer. Or we can help you find a caregiver for your mother in Florida.”Quels sont les trois défis majeurs dans la gestion d'une "store" d'applications?  AppCentral, for example, claims that its Mobile App Management software handles three major challenges facing enterprises trying to manage apps on mobile devices: distribution, security and administration. Quels sont les qualités nécessaires d'une bonne expérience mobile d'après Mike Gualtieri ?Gualtieri’s report says that “lovable mobile user experiences” must have the following qualities:• Utility: A mobile app must deliver functions that allowcustomers, employees or business partners to achieve their goals–using the ingenuity and capabilities of your business. Usability: Your mobile appmust be extremely easy to use. Desirability: The experienceof using the mobile app should produce positive emotions. “You’d think that useful and usable would be enough – but they are not. Usersalsowant to enjoytheirexperience,” Gualtieriwrites.
  • Mobile intro2014

    1. 1. ©2013 LHST sarl Mobile Business The Amaté platform Introduction May 19th 2014 - Preliminary Draft -
    2. 2. ©2013 LHST sarl Agenda I. Introduction II. Mobile Applications III. Mobile Strategy IV. Mobile Project Management V. Student Deliverables Ce module explore : • les enjeux pour l'entreprise • l'étude des besoins • les concepts fondamentaux et l'architecture de la mobilité • la maquettage de votre application • la mise en œuvre et la gestion du projet Intro Metrics SpecsUse Scenarios
    3. 3. ©2013 LHST sarl • I work with managers to help them understand how enterprise applications, web and mobile technologies can enrich their careers. • The client portfolio in the ICT industry includes Microsoft, Apple, Ernst & Young, France Telecom, HP, IBM, Oracle and SAP . •The work with the IT industry in Europe has included fifty partner and customer conferences, a dozen case studies, and various marketing support activities. Prof. Lee SCHLENKER, Professeur EMLYON Managing Director, LHST Web : www.leeschlenker.com Intro Metrics SpecsUse Scenarios
    4. 4. ©2013 LHST sarl Partners Stockholders Clients Employees How can the mobile strategy enhance organizational productivity? Mobile Strategy brings business into context Intro Metrics SpecsUse Scenarios
    5. 5. ©2013 LHST sarl • Students will be evaluated on the pertinence and ergonomics: • Of their requirement study for a mobile application (100%) • What specific business problem(s) are you addressing? • What are the applications’ specifications? • Which platforms, languages, and functions will be used? • How will the project be managed? Commentary, examples and analysis of mobile business can be found at http://www.scoop.it/t/mobile-business Intro Metrics SpecsUse Scenarios
    6. 6. ©2013 LHST sarl • Zaarly is a buyer-powered market - focus on what people want than what they have • Creates a broad, transparent, and social marketplace • 43 percent of the items are requests for "stuff, 40 percent for services, and 17 percent for "access to experiences“ • Business model based on transactional sales Intro Metrics SpecsUse Scenarios
    7. 7. ©2013 LHST sarl Business Model Stories Segment the market Identify the conflict Identify customer needs Portray the needed skills Design the processes Paint the vision Measure the results Provide the happy end Intro Metrics SpecsUse Scenarios
    8. 8. ©2013 LHST sarl Intro Metrics SpecsUse Scenarios
    9. 9. ©2013 LHST sarl Results Actions Knowledge Context Data Process Interprets Decisions Measures Obtain Define Require Drive The ladder of initiatives™ Intro Metrics SpecsUse Scenarios
    10. 10. ©2013 LHST sarl ) • Harder, better, faster… • Mechanized productivity • Knowledge productivity • Continuous Productivity Steven Sinofsky Intro Metrics SpecsUse Scenarios
    11. 11. ©2013 LHST sarl • « Assez peu dans les applications mobiles a part leur utilisation » – Florent • « Utilisation personnelle d'applications variées sur Google Play et App Store » – Anne Sophie • « Je n'ai pas encore adopté la tablette car c'est inutile dans mon cas » - Baptiste • « Participations à de nombreux weekend de développement d'applications mobiles » – Héni Intro Metrics SpecsUse Scenarios
    12. 12. ©2013 LHST sarl • Dans l’article The Mobile Disruption, Lisa ELLIS et Greg GILBERT présentent le potentiel et les défis des applications mobiles en entreprise. • D’après les auteurs, quelles sont les trois forces derrière la demande pour les applications mobiles ? • Pourquoi le Cloud est-il important dans le développement de ce type d’application ? • Comment l’introduction des tablettes dans l’entreprise modifie-t-elle la proposition de valeur de ces applications ? • Quels sont les défis pour les DSI mentionnés ici ? • Comment McKinsey décrit-il ses quatre facteurs clés de succès ? Intro Metrics SpecsUse Scenarios
    13. 13. ©2013 LHST sarl • In 97 countries around the world, there are now more mobile devices than there are people. • There were 158.1 million mobile payment users worldwide in 2011 and the numbers should reach 1 billion in 2016. • IDC predicts that by 2014 there will have been over 76 billion mobile apps downloaded worth an estimated US thirty five billion • By 2015, 500 millions smartphones and 200 millions tablets will be in circulation 'Forecast: Mobile Application Stores, Worldwide, 2008-2014 Intro Metrics SpecsUse Scenarios
    14. 14. ©2013 LHST sarl 21.6% 16.7% 15.7% 7.8% 6.9% 5.9% 4.9% 2.0% 2.0% 1.0% Texting Internet Email Call GPS Facebook Apps News Bluetooth Calendar Prosper Mobile Insights asked smartphone users what smartphone function they cannot live without, and one in five (22%) said texting, followed by internet (17%) and texting (16%). Intro Metrics SpecsUse Scenarios
    15. 15. ©2013 LHST sarl 34.7% 27.1% 25.5% 7.5% 2.8% 2.3% 36.6% 22.0% 33.7% 4.3% 2.0% 1.2% Android RIM Apple Microsoft Palm Symbian % of Smartphone Users % of Check-In Service Users In total, 16.7 million mobile subscribers, including 12.7 million smartphone subscribers (76% of the smartphone owners), used location-based check-in, according to comScore. Intro Metrics SpecsUse Scenarios
    16. 16. ©2013 LHST sarl Mobility rather than Mobile • Mobility is radically different from the "desktop" experience • Mobility is a "lean back" experience like sitting in the metro watching a video • It is also "lean forward" — like shopping at the FNAC during a lunch break • In many cases, it's "lean free" when you're scanning news headlines or photos from friends in class • Mobile is nuts, bolts, and infrastructure, while mobility is the context which determines customer value David Armano Intro Metrics SpecsUse Scenarios
    17. 17. ©2013 LHST sarl • Salesforce, marketing automation, customer support. • Instant access to the Leads, Accounts, Contacts, Potentials, Cases • Automatically syncs contact information between the device and the online application • GPS locator and camera integration Intro Metrics SpecsUse Scenarios
    18. 18. ©2013 LHST sarl • A mobile work marketplace connecting businesses to their communities • Crowdsourcing model – Users are paid to collect, capture and report real-world data • Work includes verify a street name, photograph a menu, report on red-light cameras, confirm product placements in stores • The company currently targets real- estate, local, travel, government, consumer research, and retail « Gigwalk connects people with businesses to get work done anywhere “ Intro Metrics SpecsUse Scenarios
    19. 19. ©2013 LHST sarl • Shopkick, lancée en août 2010 à Palo Alto • C’est une application de géolocalisation permettant de gagner des points et recevoir des coupons promotionnels • Plus de 2,3 millions de consommateurs ont téléchargé l’application générant ainsi plus de 2 millions d’entrées physiques en magasin • Une fois en magasin, des taux de conversion en clients de 15 à 20%. • Au total, plus 700 millions de produits ont été consultés via l’application dont 7 millions ont été scannés durant une visite en magasin. Intro Metrics SpecsUse Scenarios
    20. 20. ©2013 LHST sarl • Giffgaff - gaelic for mutual giving reflected in their manifesto • Social CRM : member gets member, eVouchers, goodybags • Customer service is member driven • Giffgaff labs – crowdsourcing product testing • Payback for miles, cash or charities Intro Metrics SpecsUse Scenarios
    21. 21. ©2013 LHST sarl • Why are users are failing to complete proposed activity? • Monitor conversion rate using unique visitors and click-through rates. • Landing pages provide the biggest challenge to digital challenges. • Reduce number of steps to facilitate engagement. • Reduce the number of fields that require user input. • Check for leaks: visitors might not be dropping completely but using other routes. Cian O' Sullivan Intro Metrics SpecsUse Scenarios
    22. 22. ©2013 LHST sarl • What aspects of your app are influencing the mindset of your users? • Monitor the « stickiness » of your message through number of visits, time spent per visit, citations and redirects. • What customer challenges/opportunities are you addressing? • What skills and knowledge are you targeting? • How does your application fit into the story that your customers are trying to tell? Intro Metrics SpecsUse Scenarios
    23. 23. ©2013 LHST sarl • Why your user base does what it does? • Tracking time and location to map out the spaces where "what's going on" happens. • Context is a means of measuring the extent to which a vision (product, service, idea) can be shared • Social spaces are constructed from a vision, “actors”, repeatable events, and outcomes. Intro Metrics SpecsUse Scenarios
    24. 24. ©2013 LHST sarl • How does your data elucidate user behavior? • Social graphs are the global mapping of your customer base and how they're related • Capture and monitor identity, quality and structure of relationships with others • Emergent behaviors – what new business opportunities might be explored? Alex Iskold Intro Metrics SpecsUse Scenarios
    25. 25. ©2013 LHST sarl Introduction Purpose Scope Business Model References Overview Specific Requirements Functionality Usability Performance Security Design Constraints Supporting Information Intro Specs MetricsUse Scenarios
    26. 26. ©2013 LHST sarl « This document will describe all the functional and nonfunctional requirements, design constraints, and other factors necessary to build my application. It will also describe the expected use scenarios, business model, and evaluation metrics of the application”. Intro Specs MetricsUse Scenarios
    27. 27. ©2013 LHST sarl • « This mobile application has been designed as a course project. • This work corresponds to the requirement study of the “Mobile Applications Module” of the MT114 module at the EMLYON.” Intro Specs MetricsUse Scenarios
    28. 28. ©2013 LHST sarl • Describe the application’s target audience by needs • Specify how the applications functions and processes provide measurable value • Provide the user metrics with which the application can be evaluated • Describe how your company will make monetize this application Intro Specs MetricsUse Scenarios
    29. 29. ©2013 LHST sarl • « This mobile application has been based on a study of comparable applications currently on the market. These include : • ….. • ….. • …... • ……” Intro Specs MetricsUse Scenarios
    30. 30. ©2013 LHST sarl • « This product will be used… • The primary users are …. • The primary benefits are…. • The primary risks are….” Intro Metrics SpecsUse Scenarios
    31. 31. ©2013 LHST sarl • For each function :  Describe and prioritize the function  Diagram the dataflow  Document the requirements (preconditions and post- conditions). Intro Metrics SpecsUse Scenarios
    32. 32. ©2013 LHST sarl • Describe the application’s interface • Specify response time, throughput, capacity. • Business partners/integrators can enhance the application… Intro Metrics SpecsUse Scenarios
    33. 33. ©2013 LHST sarl • Describe how the application will deal with: • Authorization. • Confidentiality • Protection of enterprise data. • Backup and Recovery Intro Metrics SpecsUse Scenarios
    34. 34. ©2013 LHST sarl • Mobile platforms • Programming languages • Databases • Development tools • Store requirements • Legal requirements • Professional standards • Other Intro Metrics SpecsUse Scenarios
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