M government - A Strategic Approach to developing mobility in e-services


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Taking a strategic approach to developing mobility in e-services
• Examining the criteria for decision which e-services should b e made mobile
• Prioritizing mobile application development with meaningful functionality
• Measuring uptake and creating deep engagement of mobile services and reviewing the results so far

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M government - A Strategic Approach to developing mobility in e-services

  1. 1. mGovernment By Ahmed Buhazza Director – eService Delivery and Channel Enhancement eGovernment Authority Kingdom of Bahrain
  2. 2. Bahrain eGovernment eGovernment strategy (2011-2016) for the Kingdom of Bahrain is focused on ensuring effective delivery of government services to citizens, residents, businesses and visitors (customers). The eGovernment strategy is summed up by: "Delivering Customer Value through Collaborative Government" Latest AchievementsKey Initiatives
  3. 3. 2 3 1 Paradigm Shift Key Drivers Picking the right mix Deep Engagement Key Topics
  4. 4. Weak Vision?!!!
  5. 5. Legacy Life
  6. 6. World Transformation
  7. 7. Mobile Addiction
  8. 8. Technology Key Drivers to M-government Mobile Device Penetration Emergence of Mobile Internet Mobile Applications [Driver 1] [Driver 2] [Driver 3]
  9. 9. [Driver 1] Mobile Devices Penetration + Mobile penetration percentage, Q2 2013
  10. 10. Rich Features beyond limit
  11. 11. Mobile App Progression  Informative  Pushed updates  Rigid  Integrated  Proactive  Trading  Friendly  Real-time  Sensory Based Integrated What it looks like today * * * Static App When it all started The Simon was the first device that can be properly referred to as a "smartphone“ on 16 August 1994 by BellSouth under the name Simon Personal Communicator
  12. 12. 2G 2.5G 3G / 4G Voice links were poor, capacity was low, and security was almost non- existent additional features such as packet- switched connection (GPRS) and enhanced data rates much higher data rates, global roaming and are intended primarily for applications other than voice support high rate of voice but limited data transfers [Driver 2] Emergence of Mobile Internet The technology and the speed of mobile internet has evolved through various ‘G’s generations Analog, Circuit- Switched
  13. 13. [Driver 3] Mobile Applications Social Network Screen savers Videos and Music games Entertainment Mobile banking Ticket reservations Trading Utility payment Business Get directions locations of service QR Code, Augmented Reality NFC..etc. Sensors Based News stock prices Directory Information Individual Lifecycle Business Lifecycle
  14. 14. Anything Any information that matters Everyone Leveraging human networks Anywhere Delivery Platform that allows people to come together anytime, anywhere Anytime Access anytime we need it Convergence of these forces: Entering an “Always on” era Mobile CloudInformation Social Always on Key Technology Drivers (Always on)
  15. 15. Demands from Anyone, Anywhere, Anytime CUSTOMERS [Citizens, Business, Government] How to deliver? Service Levels Commitment (QoS) Capacity Building Marketing & Awareness Processes & Policies Increasing Demand by Users but Low Uptake of eServices Launched (e.g., low impact) Increasing Demand by Country Leadership New Trends in eGov & Slow Adoption
  16. 16. Three Dimension of Change
  17. 17. Picking the right mix2 Topic
  18. 18. “mGovernment Mobile government, is the extension of eGovernment services to mobile platforms” What is mGoverment?
  19. 19. ‘Despite of its significance, m- government cannot be seen as replacement of e-government, and in many cases it will be complementary to e-government efforts.’ Complementary role
  20. 20. Cost reduction Efficiency Transformatio n/modernizati on Added convenience and flexibility Better services to the citizens Reach larger Key Value Mobile Platform Advantages Very PersonalAlways on - Connected 24/7 Intuitive for Everyone Your Eyes (Camera) and Compass (GPS)
  21. 21. Mobility of the citizens Globally E-government efforts aim to benefit from the use of mobile and wireless technologies in improving governments’ fundamental functions. The value of m-government comes from the capability of supporting mobility of the citizens, businesses and internal operations of the governments. Smart Phones Tablets Data Collectors
  22. 22. More Challenges of Serving Services
  23. 23. Apps Selection
  24. 24. Mobile Applications Selection Criteria Need of mass communication Real time information required Amount of Information need to be captured Sensor featured Need of Availability Anywhere Mobile Application Service is any eService that meets at least one of the following selection criteria:
  25. 25. Quick Wins Long List of eServices Service 3 Service 4 Service 2 Service 312 Service 1 … Service 5 Service 6 Service 7 Service 8 Service 9 Service 10 Service 11 Service 12 Service 13 Short List of eServices Service 4 Service 5 Service 3 Service 141 Service 1 … Service 7 Service 8 Service 9 Service 11 Service 12 Criteria Key Questions Filtering Criteria:  Is this service transactional? If yes, proceed, else de-prioritize  Is this service simple to complete? If yes, proceed, else de-prioritize (i.e., job application, welfare application were de-prioritized) Frequency of Usage  How often would a citizen / resident typically use this services during the course of a year? Target Population Volume Usage  Would a large portion of the population use this service?  Does the service cater to a broad segment of the population? eServices with identical priority scores were further sorted based on three mobile-related criteria (sensor-based, real time and mass- communication enabled) Prioritization Process Innovative Value Driven
  26. 26. Packaging eServices to Mobile Apps Mapping 1 … Report Road Fault Sanitary Connection 7 Check Appointment in SMC Private Appointment … 4 Electricity Payment Municipalities Payment Traffic Contravention Payment … 3 Bill Payment Submit Meter Reading for Billing Complaints of High Elect. & Water Consumption …. Payment History 2 Tracking of Postal Packages … 8 Health Suggestion and Complaints Complaints Status Enquiry Consumer Protection – Registered Complaints … 9 Loan Overdue Loan Statements … 10 Check your Blood Record Child Immunization Record … 6 Student Exam Result … 11 Visa5 Events Registration … Groups of Prioritized eServices List of Recommended Mobile Apps PartiallyAvailableonMobile (LimitedFunctionality)NewonMobile 2 3 4 5 6 7 8 9 10 1 11 Municipality Services Request Postal Services Electricity Services Management Suggestions & Complaints Bahrain Events Student Services Medical Appointment Scheduling Integrated Payment Housing Loan Services Health Records Request Visa
  27. 27. Smart Partnership
  28. 28. Top 10 Ten Trends 2013 (Gartner) Trend 1: Mobile Device Battles Trend 2: Mobile Applications and HTML5 Trend 3: Personal Cloud Trend 4: Enterprise App Stores Trend 5: Internet of Things Trend 6: Hybrid IT and Cloud Computing Trend 7: Strategic Big Data Trend 8: Actionable Analytics Trend 9: In Memory Computing Trend 10: Integrated Ecosystems
  29. 29. Deep Engagement3 Topic
  30. 30. June 2013 Uptake and citizen engagement mechanisms  On average 70% of people in every GCC country have a smart phone  Governments all around the world are increasingly providing services through mobile Customer Incentive / Loyalty Programs  Offering rewards (e.g., discounts, prizes and privileges) to encourage increased eServices usage and adoption  The target population for the incentive programs can be both citizens and government entities  Governments are infusing attributes of gaming – fun, competition, recognition, status, etc. – into delivery of services to influence uptake Practical & Valuable - Mobile / Apps  Constituents are expecting seamless experiences and interactions with Governments through usage of advanced e-Services (e.g., exchanging images, geo-coordinates, 24/7 access) Gamification User Experience
  31. 31. eLoyalty Programs  A monthly prize draw to win one of 5 iPad minis open to all new customers who execute an online transaction  Volume licensing discounts for governments, educational institutions and healthcare organizations  An integrated points program by SK Group, allowing ~40 million users to collect and spend points at over 50,000 online shops, movies and restaurants  A frequent flyer program giving exclusive benefits for its members such as lounge access, fast customs tracks, priority boarding, etc. 2 Prize Draws Discounts Products & Services Treatments User enters into draws to win prizes User receives discounts on services User can redeem points for varying products and services Users receive special treatment on certain delivery of services Loyalty Mechanisms Private Sector Examples  Monthly prize draws open to all who execute online transactions  A discount for on-time, online payments (e.g., discounts on traffic fines paid online within 48 hours of issuance or 5 consecutive on-time, online payments)  An integrated point system, enabling point collection and redemption for bills, merchandise purchases, etc.  A tier-based recognition program that grants status tiers based on earned points and special exclusive rights (e.g., priority line at government service offices) Application to Public Sector Loyalty Bandwagon
  32. 32. Smart Complain Management Be the first to know….
  33. 33. Are my Apps effective • Ease of modification • Rendering speed • User handling • User friendliness poll • Platform versions your app is available Product view • Down time • Modification & enhancements • Bug Ratio • Scalability Technical View • Number of downloads. • Number of users • Measure how frequent visits are, and compare with the number of users. • Time is spent within the app. • Feedback on the application User view
  34. 34. Maintain Maturity Data Analysis Enhance Collect the data based on preset evaluation criteria Analyze the data and run different hypothesis Include features and recommendation based on the analysis
  35. 35. Make it agile 1. Identify the opportunity for App 2. Analyze features 3. Create the story board 4. Plan the iterations 5. Release a trial run 6. Analyze the results 7. Draw conclusions 8. Adopt, Adapt or Abandon 9. Prepare for next iteration and the feedback Start More Features Less cost of change High Customer satisfaction Less Bugs
  36. 36. Kano Model Basic Attributes Features that the product must have in order to meet customer demands Performance Attributes A better performance attribute will improve customer satisfaction. Price is closely tied to performance attributes Excitement Attributes Excitement attributes are features unforeseen by the client but may yield paramount satisfaction. So Are we ready for innovative change ?.....
  37. 37. Advancing Bahrain to New Heights Thank You Internal Document | External Document