Mobility
bringing business into context
Lee SCHLENKER – EMLYON

EMLYON Business School
©2013 LHST sarl
I. Introduction

Intro

Metrics

Use
Scenarios

Requirement
Study
©2013 LHST sarl
Zaarly

• Zaarly is a buyer-powered
market - focus on what people
want than what they have
• Creates a broad, transparent,...
Objectives and agenda

Date

• les enjeux pour l'entreprise
• l'étude des besoins
• les concepts fondamentaux et
l'archite...
Expérience
• Assez peu dans les applications
mobiles a part leur utilisation –
Florent
• Utilisation personnelle d'applica...
How can IT improve productivity?

Focus

Improve

Knowledge

Leverage

Mesure

Organization

Processes

Explicit

Transact...
Module Evaluation

Students will be evaluated on the pertinence and
ergonomics:
• Of their requirement study for a mobile
...
Mobile Enterprise Applications
•

•

•

•

•

Intro

Pourquoi Mitch Betts, dans son dossier sur les
applications mobile en...
Market Scope
• In 97 countries around the world, there
are now more mobile devices than
there are people.
• There were 158...
Mobile phone use
21.6%

Texting
16.7%

Internet

15.7%

Email

7.8%

Call

6.9%

GPS
Facebook

5.9%

Prosper Mobile Insigh...
76% Use Location Check-in Services
In total, 16.7 million mobile subscribers, including 12.7
million smartphone subscriber...
The specificity of tablets users
A study from the etailing group and Coffee Table, “The
„Shopping Mindset‟ of the Mobile C...
Mobility rather than Mobile

•
•
•
•

•

Mobility is radically different from the
"desktop" experience
Mobility is a "lean...
Gigwalk

« Gigwalk connects people with businesses to get
work done anywhere “

Intro

• A mobile work marketplace connect...
Shopkick
•
•

•

•
•

Intro

Metrics

Shopkick, lancée en août 2010 à Palo
Alto
C’est une application de géolocalisation
p...
MUSE™
Executive Education has become personal, social, interactive, and dynamic.
MUSE™ is designed for managers looking to...
Metrics

Intro

Metrics

Use
Scenarios

Requirement
Study
©2013 LHST sarl
Funnel Analysis

• Why are users are failing to complete proposed
activity?
• Monitor conversion rate using unique visitor...
Social stickiness

• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of y...
Mapping context

• Why your user base does what it does?
• Tracking time and location to map out
the spaces where "what's ...
Social graph and emergent behavious
• How does your data elucidate user
behavior?
• Social graphs are the global mapping
o...
Use Study

Intro

Metrics

Use
Scenarios

Requirement
Study
©2013 LHST sarl
Visionning the opportunity

•How could real time access to company
information change customer buying
behavior?
•What diff...
Organizational Issues
• Integration into business process
– Business model, information flow

• Integration into organizat...
Technical Implications

• Application scenario
– Choosing an appropriate scenario

• Mobile device
– Software infrastructu...
Languages and development
environments
• jQuery Mobile – jQuery Mobile is a
lightweight framework which built with
progres...
Ecosystem issues– content, devices
and networks

Intro

Metrics

Use
Scenarios

Requirement
Study
©2013 LHST sarl
Requirement Study

Intro

Metrics

Use
Scenarios

Requirement
Study
©2013 LHST sarl
Requirement Study (Cahier des
Charges)
Introduction

Purpose
Scope
Business Model

References
Overview

Specific Requireme...
Purpose
« This document will describe
all the functional and
nonfunctional requirements,
design constraints, and other
fac...
Scope
« This mobile application has
been designed as a course
project.
This work corresponds to the
requirement study of t...
Business Model

• Describe the application’s target
audience by needs
• Specify how the applications
functions and process...
References
« This mobile application has
been based on a study of
comparable applications
currently on the market. These
i...
Application Overview

« This product will be used…
The primary users are ….

The primary benefits are….
The primary risks ...
Functionality

For each function :
Describe and prioritize the
function
Diagram the dataflow
Document the requirements
...
Usability and Performance

• Describe the application’s
interface
• Specify response time,
throughput, capacity.
• Busines...
Security

Describe how the application will
deal with:
•
•
•
•

Intro

Metrics

Authorization.
Confidentiality
Protection ...
Design Constraints

•
•
•
•
•
•
•
•
Intro

Metrics

Mobile platforms
Programming languages
Databases
Development tools
Sto...
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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.
  • Transcript of "Mobility intro2014"

    1. 1. Mobility bringing business into context Lee SCHLENKER – EMLYON EMLYON Business School ©2013 LHST sarl
    2. 2. I. Introduction Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    3. 3. Zaarly • 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 Use Scenarios Requirement Study ©2013 LHST sarl
    4. 4. Objectives and agenda Date • 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 19/12/2013 09:00 L’introduction 24/01/2014 09:00 Ce module explore : Theme Stratégie mobile 31/01/2014 09:00 La Gestion de projet 14/02/2014 09:00 Présentation des livrables Use Scenarios Requirement Study ©2013 LHST sarl
    5. 5. Expérience • 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 Use Scenarios Requirement Study ©2013 LHST sarl
    6. 6. How can IT improve productivity? Focus Improve Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficiency Services Delivery Implicit Interactions Effectiveness Networks Relationships Emerging Interactions Innovation Search Relevancy Connected Associations CTR Mobility Context Embedded Proximity Relevancy Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    7. 7. Module Evaluation Students will be evaluated on the pertinence and ergonomics: • Of their requirement study for a mobile application (100%) Commentary, examples and analysis of mobile business can be found at http://www.scoop.it/t/mobile-business Intro • 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? Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    8. 8. Mobile Enterprise Applications • • • • • Intro Pourquoi Mitch Betts, dans son dossier sur les applications mobile en entreprise, est-il assez pessimiste sur la possibilité des entreprises d’adapter les stratégies mobiles à court terme ? L’étude suggère que le développement d’une stratégie de ―mobile first‖ pose un problème pour les DSI. Pourquoi ? D’après les auteurs pourquoi les DSI doivent-ils repenser leurs moyens à concevoir, développer et manager leurs applications mobiles? Quels sont les trois défis majeurs cités dans la gestion d’une ―store‖ d’applications? D’après Mike Gualtieri quelles sont les qualités nécessaires d’une bonne expérience mobile ? Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    9. 9. Market Scope • 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 Use Scenarios Requirement Study ©2013 LHST sarl
    10. 10. Mobile phone use 21.6% Texting 16.7% Internet 15.7% Email 7.8% Call 6.9% GPS Facebook 5.9% Prosper Mobile Insights asked Apps News 4.9% 2.0% smartphone users what smartphone function they cannot live without, and one in five (22%) said texting, followed Bluetooth Calendar Intro Metrics 2.0% by internet (17%) and texting (16%). 1.0% Use Scenarios Requirement Study ©2013 LHST sarl
    11. 11. 76% Use Location Check-in Services In total, 16.7 million mobile subscribers, including 12.7 million smartphone subscribers (76% of the smartphone owners), used location-based checkin, according to comScore. 36.6% 34.7% Android accounted for the largest share, with about 33.7% 37% checking-in, while about 34% of users checked in 27.1% from an iPhone. Apple having the highest 25.5% representation relative to its share of the total 22.0% smartphone market. 7.5% 4.3% Android RIM Apple % of Smartphone Users Intro Impact 2.0% 2.3% 2.8% Microsoft Palm 1.2% Symbian % of Check-In Service Users Application Metrics ©2013 LHST sarl
    12. 12. The specificity of tablets users A study from the etailing group and Coffee Table, “The „Shopping Mindset‟ of the Mobile Consumer,” indicates that tablet users are more likely than smartphone users to engage in online buying and/or browsing on a daily, weekly, several times per month, and monthly basis than smartphone users. 25% 24% 19% 16% 19% 17% 15% 12% 11% 10% Weekly Several times per month Once a month Smartphone iPad for Business Survey 2012 IDG Connect Intro Impact 9% 7% 6% Daily 10% Application 4 or more Less than 4 times per times per year year Never Tablet Metrics ©2013 LHST sarl
    13. 13. 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 Use Scenarios Requirement Study ©2013 LHST sarl
    14. 14. Gigwalk « Gigwalk connects people with businesses to get work done anywhere “ Intro • 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 realestate, local, travel, government, consumer research, and retail Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    15. 15. Shopkick • • • • • Intro Metrics 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. Use Scenarios Requirement Study ©2013 LHST sarl
    16. 16. MUSE™ Executive Education has become personal, social, interactive, and dynamic. MUSE™ is designed for managers looking to leverage innovative business technologies like Mobile Strategies, Omnichannel Distribution, Social Commerce, and Open Innovation in their current roles and their future careers. MUSE's unique approach to blended learning offers: •a constantly updated summary of the key challenges, opportunities and learnings available on any mobile device; •a personal notebook to comment, question and share key learnings •dynamic quizzes and games to test and benchmark your development •real-time access to recommended trade and professional articles •tailored intra and inter-entreprise workshops to meet your needs and objectives. Built around the Amaté™ platform for professional development http://bit.ly/1dmhXNZ ©2013 LHST sarl
    17. 17. Metrics Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    18. 18. Funnel Analysis • 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 Use Scenarios Requirement Study ©2013 LHST sarl
    19. 19. Social stickiness • 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 Use Scenarios Requirement Study ©2013 LHST sarl
    20. 20. Mapping context • 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 Use Scenarios Requirement Study ©2013 LHST sarl
    21. 21. Social graph and emergent behavious • 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 Alex Iskold explored? Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    22. 22. Use Study Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    23. 23. Visionning the opportunity •How could real time access to company information change customer buying behavior? •What different mobile functions could change the way you do business? •What business data would you like accessible anytime, anywhere for your managers? •How might your managers use mobile devices to interact with your business? •How could your employees be more productive off-site? Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    24. 24. Organizational Issues • Integration into business process – Business model, information flow • Integration into organizational structure – Who is responsible for what? • Integration into technical infrastructure – Devices and communication infrastructure • Integration into security concept – Danger of new security leaks Intro Metrics Use Scenarios Requirement Study 24 ©2013 LHST sarl
    25. 25. Technical Implications • Application scenario – Choosing an appropriate scenario • Mobile device – Software infrastructure, hardware requirements • Communication technology – On-/Offline scenario – Wireless Wide Area Networks/ Wireless Local Area Networks – Communication protocol • Application architecture scenario – Thin/fat client Intro Metrics Use Scenarios Requirement Study 25 ©2013 LHST sarl
    26. 26. Languages and development environments • jQuery Mobile – jQuery Mobile is a lightweight framework which built with progressive enhancement, and has a flexible, easily theme able design. • Mobl - mobl is a free and open source language for speed up mobile application. It deploy on iOS, android, and other phones supporting HTML5. • MoSync - MoSync is an open source SDK, using C++ and a set of powerful APIs. • Sencha Touch - Sencha Touch is an application framework build to leverage CSS3, HTML5, and JavaScript. Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    27. 27. Ecosystem issues– content, devices and networks Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    28. 28. Requirement Study Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    29. 29. Requirement Study (Cahier des Charges) Introduction Purpose Scope Business Model References Overview Specific Requirements Functionality Usability Performance Security Design Constraints Supporting Information Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    30. 30. Purpose « 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 Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    31. 31. Scope « 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 Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    32. 32. Business Model • 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 Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    33. 33. References « This mobile application has been based on a study of comparable applications currently on the market. These include : ….. ….. …... ……‖ Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    34. 34. Application Overview « This product will be used… The primary users are …. The primary benefits are…. The primary risks are….‖ Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    35. 35. Functionality For each function : Describe and prioritize the function Diagram the dataflow Document the requirements (preconditions and postconditions). Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    36. 36. Usability and Performance • Describe the application’s interface • Specify response time, throughput, capacity. • Business partners/integrators can enhance the application… Intro Metrics Use Scenarios Requirement Study ©2013 LHST sarl
    37. 37. Security Describe how the application will deal with: • • • • Intro Metrics Authorization. Confidentiality Protection of enterprise data. Backup and Recovery Use Scenarios Requirement Study ©2013 LHST sarl
    38. 38. Design Constraints • • • • • • • • Intro Metrics Mobile platforms Programming languages Databases Development tools Store requirements Legal requirements Professional standards Other Use Scenarios Requirement Study ©2013 LHST sarl

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