Newcastle search2013

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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.
  • Newcastle search2013

    1. 1. ©2012 LHST sarlMobilityBringing business into contextLee SCHLENKER – EMLYONNewcastle Business SchoolApril 19th, 2012
    2. 2. ©2012 LHST sarlAGENDAIntro Application MetricsImpact
    3. 3. ©2012 LHST sarlWHAT EXACTLY IS MOBILITY?What is our organizationalfocus?What are we trying toimprove?What knowledge do we needto capture?What can we leverage toimprove the system?How will we measure theresults?Focus Improve Knowledge Leverage MeasureMobility Context Embedded Proximity PertinenceIntro Application MetricsImpact
    4. 4. ©2012 LHST sarlMARKET SCOPE In 97 countries around the world, thereare now more mobile devices than thereare people. Global mobile application store revenuetopped $15 billion in 2011 By 2015, 500 millions smartphones and200 millions tablets will be in circulation There were 158.1 million mobilepayment users worldwide in 2011 andthe numbers should reacf 1 billion in2016.Forecast: Mobile Application Stores, Worldwide, 2008-2014Intro Application MetricsImpact
    5. 5. ©2012 LHST sarlTHE SIZE OF THE APP ECONOMY US app industry has been foundto have more than 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.Intro Application MetricsImpact
    6. 6. ©2012 LHST sarlProsper Mobile Insights askedsmartphone users what smartphonefunction they cannot live without, andone in five (22%) said texting, followedby internet (17%) and texting (16%).MOBILE phone use21.6%16.7%15.7%7.8%6.9%5.9%4.9%2.0%2.0%1.0%TextingInternetEmailCallGPSFacebookAppsNewsBluetoothCalendarIntro Application MetricsImpact
    7. 7. ©2012 LHST sarlA study from the etailing group and Coffee Table, “The„Shopping Mindset‟ of the Mobile Consumer,” indicatesthat tablet users are more likely than smartphone usersto engage in online buying and/or browsing on adaily, weekly, several times per month, and monthlybasis than smartphone users.The specificity of tablets users6%16%17%11%10%15%25%10%19% 19%12%7%9%24%Daily Weekly Severaltimes permonthOnce amonth4 or moretimes peryearLess than 4times peryearNeverSmartphone TabletiPad for Business Survey 2012IDG ConnectIntro Application MetricsImpact
    8. 8. ©2012 LHST sarlGIFFGAFF Giffgaff - gaelic for mutual givingreflected in their manifesto Social CRM : member getsmember, eVouchers, goodybags Customer service is member driven Giffgaff labs – crowdsourcingproduct testing Payback for miles, cash or charitiesIntro Application MetricsImpact
    9. 9. ©2012 LHST sarlSHOPKICK Shopkick, lancée en août 2010 à PaloAlto C’est une application de géolocalisationpermettant de gagner des points etrecevoir des coupons promotionnels Plus de 2,3 millions de consommateursont téléchargé l’application générantainsi plus de 2 millions d’entréesphysiques en magasin Une fois en magasin, des taux deconversion en clients de 15 à 20%. Au total, plus 700 millions de produitsont été consultés via l’application dont 7millions ont été scannés durant unevisite en magasin.Intro Application MetricsImpact
    10. 10. ©2012 LHST sarlROAMBI Focus here is on clearlycommunicating data andanalytics in real time Roambi is a mobile BIsolution Roambi transforms reportsand data into interactivedashboards Roambi Flow blends theanalytics with other content totell the story behind thenumbersIntro Application MetricsImpact
    11. 11. ©2012 LHST sarlZAARLY Zaarly is a buyer-poweredmarket - focus on what peoplewant than what they have Creates abroad, transparent, and socialmarketplace 43 percent of the items arerequests for "stuff, 40 percent forservices, and 17 percent for"access to experiences“ Business model based ontransactional salesIntro Application MetricsImpact
    12. 12. ©2012 LHST sarlINTRODUCTIONIntro Application MetricsImpact
    13. 13. ©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 interacts withthe store’s point-of-sale systemJohn CaronIntro Application MetricsImpact
    14. 14. ©2012 LHST sarlMOBILE APPLICATIONS Mobile Apps are apps orservices that can be pushed toa mobile device or downloadedand installed locally. Classification• Browser-based: apps/servicesdeveloped in a markuplanguage• Native: compiled applications(device has a runtimeenvironment). Interactive appssuch as downloadable games.• Hybrid: the best of both worlds(a browser is needed fordiscovery)14Intro Application MetricsImpact
    15. 15. ©2012 LHST sarlAPPLICATION TYPESIntro Application MetricsImpact
    16. 16. ©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 mobilecouponing, offers, location, check-ins, etc. become personalized to theindividual shopper based on who theyare, what they like, where theyare, what they want, and what they’vejust scanned or purchased.John CaronIntro Application MetricsImpact
    17. 17. ©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
    18. 18. ©2012 LHST sarlCHANGING IS SKILLS Analyse the user experience andthe context in which they « work » Design applications essentiallyfrom web services Understand how the various mobileplatforms are built Develop mobile strategies thatmatch the underlying businessmodelsIntro Application MetricsImpact
    19. 19. ©2012 LHST sarlGIVING « AN APPLICATION » NEWMEANING Aesthetic, convenient userinterface AsynchronousCommunication Always-on networkconnectivity Critical personal data Built-in interactivityIntro Application MetricsImpact
    20. 20. ©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
    21. 21. ©2012 LHST sarlEMERGING APPLICATIONS Location Based Services Users are already showing interest as illustrated byincreasing use of text message alerts on localnews/weather/traffic reports Location information available on increasing number ofdevices Mobile Payments Mobile TicketingIntro Application MetricsImpact
    22. 22. ©2012 LHST sarlAPPLICATIONIntro Application MetricsImpact
    23. 23. ©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
    24. 24. ©2012 LHST sarlORGANIZATIONAL 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 leaks24Intro Application MetricsImpact
    25. 25. ©2012 LHST sarlTECHNICAL 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 client25Intro Application MetricsImpact
    26. 26. ©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 sourceSDK, using C++ and a set of powerful APIs. Sencha Touch - Sencha Touch is anapplication framework build to leverageCSS3, HTML5, and JavaScript.Intro Application MetricsImpact
    27. 27. ©2012 LHST sarlECOSYSTEM ISSUES– CONTENT, DEVICES ANDNETWORKSIntro Application MetricsImpact
    28. 28. ©2012 LHST sarlMOBILE APPLICATION PROJECT MANAGERIntro Application MetricsImpact
    29. 29. ©2012 LHST sarlCONSUMER CATEGORIESIntro Application MetricsImpact
    30. 30. ©2012 LHST sarlADAPTING STRATEGY TO CONTEXTIntro Application MetricsImpact
    31. 31. ©2012 LHST sarlSEGMENT BY CUSTOMER NEEDSIntro Application MetricsImpact
    32. 32. ©2012 LHST sarlGROWTH AREAS Location based services and alsoprovide content sharing over socialnetworking Mobile knowledge workers on the mov: CRM, SCM, ERP Point of sale (POS) terminals forpayment delivery functionsIntro Application MetricsImpact
    33. 33. ©2012 LHST sarlMETRICSIntro Application MetricsImpact
    34. 34. ©2012 LHST sarlFUNNEL ANALYSIS Why are users are failing to completeproposed activity? Monitor conversion rate using unique visitorsand click-through rates. Landing pages provide the biggest challengeto digital 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
    35. 35. ©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
    36. 36. ©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
    37. 37. ©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
    38. 38. WORKSHOP
    39. 39. ©2012 LHST sarlANALYSIS: VIDEO CLIPCan you make a difference? Individual assignment What have you learned from your case? Delivery: video analysis Evaluation criteria :personalization, insight, dissonance Length : maximum four minutes Exploring digital intermediationTotal points possible: 30Objectives Problem InternetInformation IS

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