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Mobility2013

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Cours d'introduction "Mobilie Applications" MDSI EMLYON Business School

Cours d'introduction "Mobilie Applications" MDSI EMLYON Business School

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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.
  • Transcript

    • 1. Mobility bringing business into context Lee SCHLENKER – EMLYONEMLYON Business School ©2012 LHST sarl
    • 2. Agenda Intro Impact Application Metrics ©2012 LHST sarl
    • 3. I. Introduction Intro Impact Application Metrics ©2012 LHST sarl
    • 4. 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 Impact Application Metrics ©2012 LHST sarl
    • 5. Objectives and agenda Séance 1 07/02/2013 Introduction 9h00 Séance 2 07/02/2013 Le Cahier des Charges 14h00Ce module explore : Séance 3 15/02/2012 Etudes de cas 14h00 Microsoft• les enjeux pour lentreprise Séance 4 01/03/2013 Etude de cas Logica• létude des besoins 9h00 Séance 5 01/03/2013 Présentation des• les concepts fondamentaux et 14h00 livrables larchitecture de la mobilité• la maquettage de votre application• la mise en œuvre et la gestion du projet Intro Impact Application Metrics ©2012 LHST sarl
    • 6. Module Evaluation 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?Commentary, examples and analysis of • How will the project be managed?mobile business can be found athttp://www.scoop.it/t/mobile-business Intro Impact Application Metrics ©2012 LHST sarl
    • 7. Market Scope • In 97 countries around the world, there are now more mobile devices than there are people. • Global mobile application store revenue topped $15 billion in 2011 • By 2015, 500 millions smartphones and 200 millions tablets will be in circulation • There were 158.1 million mobile payment users worldwide in 2011 and the numbers should reacf 1 billion in 2016. Forecast: Mobile Application Stores, Worldwide, 2008-2014 Intro Impact Application Metrics ©2012 LHST sarl
    • 8. Mobile phone use Texting 21.6% Internet 16.7% Email 15.7% Call 7.8% GPS 6.9% Facebook 5.9% Prosper Mobile Insights asked Apps 4.9% smartphone users what smartphone News 2.0% function they cannot live without, and one in five (22%) said texting, followed Bluetooth 2.0% by internet (17%) and texting (16%). Calendar 1.0% Intro Impact Application Metrics ©2012 LHST sarl
    • 9. 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 check- in, according to comScore. 36.6% 34.7% 33.7% Android accounted for the largest share, with about 37% checking-in, while about 34% of users checked in 27.1% from an iPhone. Apple having the highest 25.5% 22.0% representation relative to its share of the total smartphone market. 7.5% 2.0% 2.3% 4.3% 1.2% 2.8% Android RIM Apple Microsoft Palm Symbian % of Smartphone Users % of Check-In Service Users Intro Impact Application Metrics ©2012 LHST sarl
    • 10. Mobile Shoppers are Young, Wealthy Mobile Retail Users, by Income 2010 Study, % of audience In terms of mobile impact and adoption Source: Millennial Media, comScore of what‟s new, mobile retail users skew 34% younger and wealthier than the general mobile audience, according to data from “Mobile Intel Series: Retail” from 27% Millennial Media and comScore. 23% 21% 20% 18% 34% of mobile retail users earn 16% 16% 15% $100,000 or more annually, and 18% of mobile users earn $75,000 to $99,000. 11% About the same percentage of mobile retail users (21%) as overall mobile <$25K $25K to $50K $50K to $75 $75K to <$100K $100K+ users (20%) earns $50,000 to $74,000. Total mobile audience Mobile retail users Below this income bracket, overall mobile users have a larger share. Intro Impact Application Metrics ©2012 LHST sarl
    • 11. The specificity of tablets users iPad for Business Survey 2012 IDG Connect 25% 24% 19% 19% 17% 16% 15% 12% 11% 10% 10% 9% 7% 6% Daily Weekly Several Once a 4 or more Less than 4 Never times per month times per times per month year year Smartphone Tablet 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. Intro Impact Application Metrics ©2012 LHST sarl
    • 12. Zoho CRM • 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 Impact Application Metrics ©2012 LHST sarl
    • 13. Amazon • One-stop shopping in a click • Deals, recommendations, wish list and the shopping cart • Take photos of items for later reference, or search by bar code • Towards a database of intentions? Intro Impact Application Metrics ©2012 LHST sarl
    • 14. Shopkick • 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 Impact Application Metrics ©2012 LHST sarl
    • 15. Giffgaff • 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 Impact Application Metrics ©2012 LHST sarl
    • 16. 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 Impact Application Metrics ©2012 LHST sarl
    • 17. Introduction Intro Impact Application Metrics ©2012 LHST sarl
    • 18. Mobile Commerce • Mobile e-commerce: Transacting with an e=commerce site via a mobile device. • Mobile payment: Payment using the smartphone as the conduit. • 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 John Caron Intro Impact Application Metrics ©2012 LHST sarl
    • 19. Mobile Applications • Mobile Apps are apps or services that can be pushed to a mobile device or downloaded and installed locally. • Classification • Browser-based: apps/services developed in a markup language • Native: compiled applications (device has a runtime environment). Interactive apps such as downloadable games. • Hybrid: the best of both worlds (a browser is needed for discovery) Intro Impact Application Metrics 20 ©2012 LHST sarl
    • 20. Application types Intro Impact Application Metrics ©2012 LHST sarl
    • 21. Convergence + Context • Convergence: When bricks and mobile finally integrate to provide a holistic shopping experience whereby each shopper has a unique experience with the physical store. • Context: When mobile couponing, offers, location, check-ins, etc. become personalized to the individual shopper based on who they are, what they like, where they are, what they want, and what they’ve just scanned John Caron or purchased. Intro Impact Application Metrics ©2012 LHST sarl
    • 22. Context over Process • Context : The setting (circumstances) in which an event occurs • Process : A structure of activities and tasks in response to customer demands • Processes are models whereas context reflects patterns of interaction Saavedra • Context has geographical and social dimensions Intro Impact Application Metrics ©2012 LHST sarl
    • 23. Changing IS skills • Analyse the user experience and the context in which they « work » • Design applications essentially from web services • Understand how the various mobile platforms are built • Develop mobile strategies that match the underlying business models Intro Impact Application Metrics ©2012 LHST sarl
    • 24. Giving « an application » new meaning • Aesthetic, convenient user interface • Asynchronous Communication • Always-on network connectivity • Critical personal data • Built-in interactivity Intro Impact Application Metrics ©2012 LHST sarl
    • 25. Revenue Models • Advertising revenue • Brand Takeovers • Download fees (and upgrades) • In-app purchases • Subscriptions • Two-sided model (the app as a platform) Paulina Delgado Soots Intro Impact Application Metrics ©2012 LHST sarl
    • 26. Emerging Applications • Location Based Services – Users are already showing interest as illustrated by increasing use of text message alerts on local news/weather/traffic reports – Location information available on increasing number of devices – Mobile Payments – Mobile Ticketing Intro Impact Application Metrics ©2012 LHST sarl
    • 27. Application Intro Impact Application Metrics ©2012 LHST sarl
    • 28. 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 Impact Application Metrics ©2012 LHST sarl
    • 29. 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 Impact Application Metrics 30 ©2012 LHST sarl
    • 30. 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 Impact Application Metrics 31 ©2012 LHST sarl
    • 31. 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 Impact Application Metrics ©2012 LHST sarl
    • 32. Ecosystem issues– content, devices and networks Intro Impact Application Metrics ©2012 LHST sarl
    • 33. Mobile Application Project Manager Intro Impact Application Metrics ©2012 LHST sarl
    • 34. Consumer Categories Intro Impact Application Metrics ©2012 LHST sarl
    • 35. Adapting strategy to context Intro Impact Application Metrics ©2012 LHST sarl
    • 36. Segment by customer needs Admin Intro Impact Application Metrics ©2012 LHST sarl
    • 37. Growth areas • Location based services and also provide content sharing over social networking • Mobile knowledge workers on the move : CRM, SCM, ERP • Point of sale (POS) terminals for payment delivery functions Intro Impact Application Metrics ©2012 LHST sarl
    • 38. Metrics Intro Impact Application Metrics ©2012 LHST sarl
    • 39. 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 Impact Application Metrics ©2012 LHST sarl
    • 40. 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 Impact Application Metrics ©2012 LHST sarl
    • 41. Mapping context • Why your user base does what it does? • Tracking time and location to map out the spaces where "whats 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 Impact Application Metrics ©2012 LHST sarl
    • 42. Social graph and emergent behavious • How does your data elucidate user behavior? • Social graphs are the global mapping of your customer base and how theyre related • Capture and monitor identity, quality and structure of relationships with others • Emergent behaviors – what new business opportunities might be explored? Alex Iskold Intro Impact Application Metrics ©2012 LHST sarl
    • 43. The Size of the App Economy • US app industry has been found to have more than 466,000 jobs • The app development industry is providing more jobs than software publishing and the telecom carriers • The industry produced $20 billion in revenue, with Apple’s App Store alone registered as having 124,475 active publishers adding content to it. ©2012 LHST sarl
    • 44. What does it take to convert information into productivity? Mobile App Requirement Study E-Stratégies Bringing business intoProf. Lee SCHLENKER Sébastien BRISON context ©2012 LHST sarl
    • 45. Requirement Study (Cahier des Charges) Introduction Purpose Scope Business Model References Overview Specific Requirements Functionality Usability Performance Security Design Constraints Supporting Information ©2012 LHST sarl
    • 46. 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”. ©2012 LHST sarl
    • 47. Scope « This mobile application has been designed as a two-part project. The first part corresponds to the requirement study of the “Mobile Applications Module” of the MDSI at the EMLYON. The second part will the design of a working prototype using the Windows development platform.” ©2012 LHST sarl
    • 48. 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 ©2012 LHST sarl
    • 49. References « This mobile application has been based on a study of comparable applications currently on the market. These include : ….. ….. …... ……” ©2012 LHST sarl
    • 50. Application Overview « This product will be used… The primary users are …. The primary benefits are…. The primary risks are….” ©2012 LHST sarl
    • 51. Functionality For each function : Describe and prioritize the function Diagram the dataflow Document the requirements (preconditions and post- conditions). ©2012 LHST sarl
    • 52. Usability and Performance • Describe the application’s interface • Specify response time, throughput, capacity. • Business partners/integrators can enhance the application… ©2012 LHST sarl
    • 53. Security Describe how the application will deal with: • Authorization. • Confidentiality • Protection of enterprise data. • Backup and Recovery ©2012 LHST sarl
    • 54. Design Constraints • Mobile platforms • Programming languages • Databases • Development tools • Store requirements • Legal requirements • Professional standards • Other ©2012 LHST sarl

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