The webinar was hosted by Service2Media's CTO, Peter Broekroelofs.
The webinar series focuses on key topics that are important in executing your mobile strategy and optimizing your mobile app competence center. This second webinar will deal with the first phase; To what level of maturity have you implemented processes and tools for app inception, business case, translating customer insight into app definition and creating your architecture and design?
Videogame localization & technology_ how to enhance the power of translation.pdf
Webinar 2: Service2Media - Mobile Maturity Model: Initiation & design 13 Feb 2014
1. 30 MINUTEN
Welcome!
How to build your Mobile
App Competence Center?
Webinar Series..
#2 Initiation and Design
Peter Broekroelofs
CTO
1
2. Agenda
• Mobile
Strategy
• A
Mobile
Maturity
Model
for
Your
App
Center
• #2
Ini9a9on
and
design
• App
incep9on
and
ra9onale
• App
intake
and
approval
• App
defini9on
• App
Design
• Architecture
2
3. COMPANIES STRUGGLE TO TRANSITION TO STRATEGIC MOBILITY
Opportunistic
Proportion of companies
Strategic
Mobile-First
The majority of companies
A small minority of companies
Very few, if any, companies
A reactive IT department
Mobility Center of Excellence: C-level
attention, self-empowered lines of
business, a responsive IT department
Organization-wide strategic focus
Low
Medium
High
Most of the time customers only. Sometimes siloed employee classes, typically
field and sales forces and applications
addressing basic informational interactions
Addresses large subsets of both
dedicatedly and occasional mobile workers
and more sophisticated offerings to
customers. Transactional driven
Affects all mobile workers and internal
activities and sophisticated customer
engagement
Limited extendibility of architecture
Common architecture for mobility
Common architecture for mobility and
integrated into most IT business processes
Siloed point solutions
Sophisticated administration and
management tools; voice, data and
integrated communications services
Integrated platform capabilities and
ubiquitous connectivity
Few formal policies with decisions heavily
user-influenced
Policy-driven approach for management,
security and compliance
Policy-driven and 'factory' approach to
mobile innovation, re-casting business
workflows
Mobile strategy center of
gravity
Level of business model
innovation
Users
Architecture
Technologies
Policies
3
4. The Opportunistic Market in Transition
1
"The early days of mobile adoption were characterized by experimentation and unfettered
departmental demand for mobile apps. These apps, funded by the business, tend to be natively
developed, and are built quickly and cheaply and often without coordination with the rest of the
organization or a view to long-term sustainment and value maximization.
2
Such experimentation and piloting are necessary for organizations to test and learn about mobility, with the
lessons learned that enterprise mobility can show significant business value, and that not embracing
enterprise mobility will put the organization at a competitive disadvantage.
3
Experimentation is giving way to a more thoughtful approach to mobility. Organizations are taking a
step back and rethinking how best to maximize the value of mobility.
Source:
Gartner,
2013
6. HOW TO GROW YOUR MOBILE MATURITY?
1. What is your Mobile Strategy Maturity goal?
2. How are you performing currently?
3. What are the gaps?
4. Define gaps that matter most
5. Prioritize and close the gaps
6
7. WHAT IS YOUR MOBILE MATURITY GOAL?
Opportunistic
Proportion of companies
Strategic
Mobile-First
The majority of companies
A small minority of companies
Very few, if any, companies
A reactive IT department
Mobility Center of Excellence: C-level
attention, self-empowered lines of
business, a responsive IT department
Organization-wide strategic focus
Low
Medium
High
Siloed employee classes, typically field and
sales forces and applications addressing
basic customer interactions
Addresses large subsets of both
dedicatedly and occasional mobile workers
and more sophisticated offerings to
customers
Affects all mobile workers and internal
activities and sophisticated customer
engagement
Limited extendibility of architecture
Common architecture for mobility
Common architecture for mobility and
integrated into most IT business processes
Siloed point solutions
Sophisticated administration and
management tools; voice, data and
integrated communications services
Integrated platform capabilities and
ubiquitous connectivity
Few formal policies with decisions heavily
user-influenced
Policy-driven approach for management,
security and compliance
Policy-driven and 'factory' approach to
mobile innovation, re-casting business
workflows
Mobile strategy center of
gravity
Level of business model
innovation
Users
Architecture
Technologies
Policies
7
8. MOBILE MATURITY MODEL - ASSESMENT AXES
1.
2.
3.
4.
5.
6.
Strategy and Organization
Initiation and Design
Development and Maintenance
Test and Distribution
Security and Management
Backend and Integration
8
9. MOBILE MATURITY MODEL - LEVEL DETERMINATION
Opportunis9c
Strategic
Mobile
First
MOBILE FIRST
Strategy
&
Organisa9on
Prac3ce
observed
1
Leading
✔
Prac3ce
observed
2
x
✔
Prac3ce
observed
2
✔
x
✔
STRATEGIC
Practicing
OPPORTUNISTIC
Developing
Development
&
Maintenance
Prac3ce
observed
1
x
Optimising
Ini9a9on
&
Design
Prac3ce
observed
1
x
Aware
9
13. Initiation and Design (1/5)
App
Incep9on
and
Ra9onale
Opportunis9c
Strategic
App
opportunity
iden3fica3on
is
based
on
App
opportunity
iden3fica3on
is
an
agile,
'tradi3onal'
IT
process
crea3ve
process
Mobile
First
App
opportunity
iden3fica3on
is
regular
process
as
part
of
total
solu3on
scan
aligned
with
core
business
processes
Prac3ces
Observed
1)
App
Thinking
2)
App
opportunity
iden9fica9on
3)
Business
case
13
15. Initiation and Design (1/5)
App
Incep9on
and
Ra9onale
Opportunis9c
Strategic
App
opportunity
iden3fica3on
is
based
on
App
opportunity
iden3fica3on
is
an
agile,
'tradi3onal'
IT
process
crea3ve
process
Mobile
First
App
opportunity
iden3fica3on
is
regular
process
as
part
of
total
solu3on
scan
aligned
with
core
business
processes
Prac3ces
Observed
1)
App
Thinking
2)
App
opportunity
iden9fica9on
3)
Business
case
15
16. Mobile Strategy (CX) Design Approach
STRATEGIC
BUSINESS
OBJECTIVES
Acquisi'on
Reten'on
Efficiency
IMPACT
ISSUES
INNOVATIONS
INSIGHTS
TRENDS
&
ACCELERATORS
Technology,
Behavioral,
Business
Trends
USER
NEEDS
(B2C
&
B2E)
Goals
Emo'ons
Interac'ons
17. Initiation and Design (1/5)
App
Incep9on
and
Ra9onale
Opportunis9c
Strategic
App
opportunity
iden3fica3on
is
based
on
App
opportunity
iden3fica3on
is
an
agile,
'tradi3onal'
IT
process
crea3ve
process
Mobile
First
App
opportunity
iden3fica3on
is
regular
process
as
part
of
total
solu3on
scan
aligned
with
core
business
processes
Prac3ces
Observed
1)
App
Thinking
2)
App
opportunity
iden9fica9on
3)
Business
case
17
18. Achieve Sustainable Business Growth & Profit
CX
=
A
+
R
+
E
APP
ACQUISITION
RETENTION
EFFICIENCY
(INCREASE
SALES)
(MONETIZE
RELATIONSHIPS)
(LEVERAGE
INVESTMENTS)
GENERATE
MORE
OPPORTUNITIES
INCREASE
SHARE
OF
WALLET
INCREASE
ROI
INCREASE
BRAND
EQUITY
DRIVE
LOYALTY
INCREASE
PRODUCTIVITY
INCREASE
MARKET
SHARE
DRIVE
ADVOCACY
DECREASE
COST
OF
OPERATIONS
19. Initiation and Design (2/5)
App
Intake
and
Approval
Opportunis9c
App
requests
intake
is
ad
hoc
and
approval
process
is
long
and
'hard'
Strategic
Efficient
business
planning
process
with
joint
pipeline
between
business
and
IT
Mobile
First
App
Pipeline
building
is
embedded
in
the
IT
core
process
Prac3ces
Observed
1)
App
Intake
2)
Accuracy
of
quotes
3)
Approval
19
20. Initiation and Design (2/5)
App
Intake
and
Approval
Opportunis9c
App
requests
intake
is
ad
hoc
and
approval
process
is
long
and
'hard'
Strategic
Efficient
business
planning
process
with
joint
pipeline
between
business
and
IT
Mobile
First
App
Pipeline
building
is
embedded
in
the
IT
core
process
Prac3ces
Observed
1)
App
Intake
2)
Accuracy
of
quotes
3)
Approval
20
22. Initiation and Design (2/5)
App
Intake
and
Approval
Opportunis9c
App
requests
intake
is
ad
hoc
and
approval
process
is
long
and
'hard'
Strategic
Efficient
business
planning
process
with
joint
pipeline
between
business
and
IT
Mobile
First
App
Pipeline
building
is
embedded
in
the
IT
core
process
Prac3ces
Observed
1)
App
Intake
2)
Accuracy
of
quotes
3)
Approval
22
23. Initiation and Design (3/5)
App
Defini9on
Opportunis9c
App
defini3on
is
determined
ad
hoc
and
visually
documented
Strategic
Mobile
First
App
defini3on
is
result
of
customer
journey,
with
clear
user
stories
and
visual
protoype
App
defini3on
is
part
of
the
total
solu3on
defini3on,
only
highligh3ng
new
elements
Prac3ces
Observed
1)
App
Requirements
2)
Tools
3)
Back-‐end
requirements
23
25. Initiation and Design (3/5)
App
Defini9on
Opportunis9c
App
defini3on
is
determined
ad
hoc
and
visually
documented
Strategic
Mobile
First
App
defini3on
is
result
of
customer
journey,
with
clear
user
stories
and
visual
protoype
App
defini3on
is
part
of
the
total
solu3on
defini3on,
only
highligh3ng
new
elements
Prac3ces
Observed
1)
App
Requirements
2)
Tools
3)
Back-‐end
requirements
25
27. Initiation and Design (3/5)
App
Defini9on
Opportunis9c
App
defini3on
is
determined
ad
hoc
and
visually
documented
Strategic
Mobile
First
App
defini3on
is
result
of
customer
journey,
with
clear
user
stories
and
visual
protoype
App
defini3on
is
part
of
the
total
solu3on
defini3on,
only
highligh3ng
new
elements
Prac3ces
Observed
1)
App
Requirements
2)
Tools
3)
Back-‐end
requirements
27
28. Initiation and Design (4/5)
UI
Design
Opportunis9c
Client
designs
from
scratch
with
image
manipula3on
soware,
na3ve
design
tools
or
HTML5
tools
Strategic
Client
uses
design
tools
in
combina3on
with
reusable
templates/design
components
in
lifecycle
approach
Mobile
First
Client
uses
cross
pla_orm
design
tools
and
templates
with
addi3onal
emphasis
on
UX
and
Usability
Prac3ces
Observed
1)
Cross
pla[orm
design
2)
Design
process
3)
Standardisa9on
28
29. APP DEVELOPMENT PARADIGMS
WEB BROWSER
HTML CODE
NATIVE CONTAINER
HTML CODE
NATIVE CONTAINER
NATIVE CONTAINER
M2ACTIVE APP
M2ACTIVE API
WEB
DEVICE API
DEVICE API
DEVICE API
BROWSER
HYBRID
NEAR-NATIVE
DEVICE API
NATIVE
Drive for better user experience
Drive for cross-platform efficiency
29
30. Initiation and Design (4/5)
UI
Design
Opportunis9c
Client
designs
from
scratch
with
image
manipula3on
soware,
na3ve
design
tools
or
HTML5
tools
Strategic
Client
uses
design
tools
in
combina3on
with
reusable
templates/design
components
in
lifecycle
approach
Mobile
First
Client
uses
cross
pla_orm
design
tools
and
templates
with
addi3onal
emphasis
on
UX
and
Usability
Prac3ces
Observed
1)
Cross
pla[orm
design
2)
Design
process
3)
Standardisa9on
30
34. Initiation and Design (4/5)
UI
Design
Opportunis9c
Client
designs
from
scratch
with
image
manipula3on
soware,
na3ve
design
tools
or
HTML5
tools
Strategic
Client
uses
design
tools
in
combina3on
with
reusable
templates/design
components
in
lifecycle
approach
Mobile
First
Client
uses
cross
pla_orm
design
tools
and
templates
with
addi3onal
emphasis
on
UX
and
Usability
Prac3ces
Observed
1)
Cross
pla[orm
design
2)
Design
process
3)
Standardisa9on
34
37. Initiation and Design (5/5)
Architecture
Opportunis9c
Strategic
Mobile
First
Architecture
is
done
on
the
fly,
just
solving
the
issues
that
come
up
when
integra3ng
apps
with
current
(web)
infrastructure
and
soware
architecture.
(Limited
extendibility)
Architecture
is
done
for
client
and
server
to
op3mise
for
mobile
performance
and
future
maintenance
(common
architecture
for
mobility)
Architecture
is
based
on
mobile
paradigms
as
star3ng
point
on
client
and
server,
redesigning
legacy
elements
where
needed
(common
architecture
for
mobility
and
integrated
into
most
IT
business
processes)
Prac3ces
Observed
1)
Data
exposure
2)
Reference
architecture
3)
Dependency
management
37
38. Initiation and Design (5/5)
Architecture
Opportunis9c
Strategic
Mobile
First
Architecture
is
done
on
the
fly,
just
solving
the
issues
that
come
up
when
integra3ng
apps
with
current
(web)
infrastructure
and
soware
architecture.
(Limited
extendibility)
Architecture
is
done
for
client
and
server
to
op3mise
for
mobile
performance
and
future
maintenance
(common
architecture
for
mobility)
Architecture
is
based
on
mobile
paradigms
as
star3ng
point
on
client
and
server,
redesigning
legacy
elements
where
needed
(common
architecture
for
mobility
and
integrated
into
most
IT
business
processes)
Prac3ces
Observed
1)
Data
exposure
2)
Reference
architecture
3)
Dependency
management
38
39. Initiation and Design (5/5)
Architecture
Opportunis9c
Strategic
Mobile
First
Architecture
is
done
on
the
fly,
just
solving
the
issues
that
come
up
when
integra3ng
apps
with
current
(web)
infrastructure
and
soware
architecture.
(Limited
extendibility)
Architecture
is
done
for
client
and
server
to
op3mise
for
mobile
performance
and
future
maintenance
(common
architecture
for
mobility)
Architecture
is
based
on
mobile
paradigms
as
star3ng
point
on
client
and
server,
redesigning
legacy
elements
where
needed
(common
architecture
for
mobility
and
integrated
into
most
IT
business
processes)
Prac3ces
Observed
1)
Data
exposure
2)
Reference
architecture
3)
Dependency
management
39
40. Incep3on
and
ra3onale
pb
pb
Prac'ces
observed
App
intake
and
approval
pb
Prac'ces
observed
pb
App
defini3on
pb
App
opportunity
iden3fica3on
App
opportunity
iden3fica3on
App
opportunity
iden3fica3on
is
based
on
'tradi3onal'
IT
is
an
agile,
crea3ve
process
is
regular
process
as
part
of
process
total
solu3on
scan
aligned
with
core
business
processes
App
thinking
-‐
"Systems
of
App
thinking
-‐
"Systems
of
App
thinking
-‐
Systems
of
Records"
is
central
to
app
Engagment"
-‐
agility
is
Engagement
thinking
is
star3ng
iden3fica3on
process
(inside-‐ iintroduces
(outside-‐in)
point
for
every
IT
investment
out)
App
opportuni3es
iden3fica3on
App
opportuni3es
iden3fica3on
App
opportuni3es
iden3fica3on
-‐
A
systema3c
method
is
in
-‐
Customer
journeys
are
used
to
-‐
embryonic
app
opportuni3es
place
(customer
journey)
to
enhance
app
opportuni3es
and
scan
within
the
business,
e.g.
determine
app
opportuni3es
develop
app
por_olio
app
contest
Business
case
-‐
Each
app
coherence
Business
case
-‐
Emerging
requires
a
business
case
Business
case
-‐
The
business
business
ra3onale
in
addi3on
to
case
is
derived
from
the
overall
"me-‐too"
business
strategy
App
requests
intake
is
ad
hoc
Efficient
business
planning
App
Pipeline
building
is
and
approval
process
is
long
process
with
joint
pipeline
embedded
in
the
IT
core
and
'hard'
between
business
and
IT
process
App
intake
-‐
Emerging
intake
App
intake
-‐
Central
(formal)
App
intake
-‐
Intake
for
apps
is
process
process
for
app
intake
exists
embedded
in
the
intake
process
Accuracy
-‐
Consistancy
and
Accuracy
-‐
Reasonable
accuracy
for
other
IT
investments
accuracy
of
App
requests
and
on
3me
and
costs
of
the
en3re
Accuracy
-‐
Accurate,
fast
and
quotes
is
growing
app
lifecycle
flexible
quota3on
process
in
Approval
-‐
Cumbersome,
Approval
-‐
Approval
processes
joint
effort
between
Business
lengthy
(old
school)
approval
are
balanced
in
dura3on
with
and
IT
based
on
previous
process
with
many
stages
in
clear
gates;
Business
and
IT
are
experience
siloed
organisa3on
aligned
about
scope
and
budget
Approval
-‐
Approval
for
mobile
apps
is
part
of
total
solu3on
approval
process.
Silo's
are
gone
App
defini3on
is
determined
ad
App
defini3on
is
result
of
App
defini3on
is
part
of
the
hoc
and
visually
documented
customer
journey,
with
clear
total
solu3on
defini3on,
only
user
stories
and
visual
protoype
highligh3ng
new
elements
and
Advanced app solutions | 40
41. Are you interested in a Mobile
Strategy Maturity Assessment?
anette@service2media.com
41