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30 MINUTEN

Welcome!
How to build your Mobile
App Competence Center?
Webinar Series..
#2 Initiation and Design
Peter Broekroelofs
CTO
1	
  
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
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
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	
  
Mobile Maturity Model
Explained
Disclaimer J
5
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
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
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
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
MOBILE MATURITY MODEL - GAP IDENTIFICATION

10
Key Players
CIO	
  

CTO	
  

Designer	
  

Scrum	
  master	
  

CMO	
  

Security	
  Officer	
  

Developer	
  

Tester	
  

11
Chapter two:
Initiation and design
12
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
ENTERPRISE APPS
THE FACE OF SYSTEMS OF ENGAGEMENT

User-Centric Enterprise Apps |

14
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
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	
  
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
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	
  
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
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
Points of Impact:

User Life Cycle & App Life Cycle

Marke3ng	
  
&	
  Sales	
  

Service	
  &	
  
Support	
  
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
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
Webinar 2: Service2Media - Mobile Maturity Model: Initiation & design 13 Feb 2014
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
Advanced app solutions | 26
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
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
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
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
31
M2ACTIVE
STUDIO
BRIDGING THE
GAP BETWEEN
DESIGNER EN
DEVELOPER
33
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
35
36
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
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
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
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
Are you interested in a Mobile
Strategy Maturity Assessment?
anette@service2media.com

41
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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
  • 10. MOBILE MATURITY MODEL - GAP IDENTIFICATION 10
  • 11. Key Players CIO   CTO   Designer   Scrum  master   CMO   Security  Officer   Developer   Tester   11
  • 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
  • 14. ENTERPRISE APPS THE FACE OF SYSTEMS OF ENGAGEMENT User-Centric Enterprise Apps | 14
  • 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
  • 21. Points of Impact: User Life Cycle & App Life Cycle Marke3ng   &  Sales   Service  &   Support  
  • 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
  • 31. 31
  • 33. 33
  • 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
  • 35. 35
  • 36. 36
  • 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
  • 42. Next Webinar March 13th #3. Security and Management by Derk Tegeler 42