Turning Mobile Apps Into Real Business Opportunity and Success
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Turning Mobile Apps Into Real Business Opportunity and Success

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How do you define success for your enterprise applications? ...

How do you define success for your enterprise applications?

Research show only 25% of employee mobile projects and 22% of consumer ones are widely taken up by intended users.*

Just because you build it – does not guarantee they will come. Just because you spend thousands of dollars on your enterprise apps does not mean you are guaranteed success.

In these slides from a previously aired webinar learn:

How to define App Success for both B2E and B2C apps
How our customer CIO’s and CMO’s measure App Success
How mobile apps can quantifiably transform your business (case study examples)
How to gain control and visibility over your mobile strategy

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Turning Mobile Apps Into Real Business Opportunity and Success Turning Mobile Apps Into Real Business Opportunity and Success Presentation Transcript

  • Turning Mobile Apps Into RealBusiness Opportunity & SuccessJim Somers August 16, 2012Chief Marketing & Strategy Officer Proprietary and Confidential. Do not distribute. © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • WHAT WE‟RE ABOUTMobile Business Acceleration• We help you turn the promise of mobile apps into business profits.2 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • I DON‟T NEED TO TELL YOU3 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • SETTING THE STAGE “61% plan to enhance their mobility capability during the next 3 years.” Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/124 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • YEAH, BABY!5 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • FURTHERMORE … “48% believe they will become leaders in their industries by adopting innovative mobility solutions.” Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/126 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • CAN I GET AN „AMEN‟?7 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • BUT YET … “Only 25% of employee mobile projects and 22% of consumer ones are widely taken up by their intended users.” Source: Antenna Business Mobile Forecast, 20128 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • WHATCHU TALKIN BOUT, JIM?9 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • IT‟S NO “FIELD OF DREAMS” Just because you build it … doesn’t necessarily mean they will come (and stay).10 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • IT‟S MORE LIKE … If they like it … … they will stay (for a little while).11 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • APP COMPETITION IS GROWING • Mobile application user base growing at a 36% CAGR. • Mobile application downloads growing at a 55% CAGR.12 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • APP USERS ARE DEMANDING … ―We want work apps that are as exciting as the consumers ones.‖ ―We want consumer apps that aren’t buggy, slow, and stale.‖ ―We want our apps to be extensions of us – not the device or the data!‖13 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • THE „LAST MILE‟ IS CRITICAL • The 2-ft between the device screen and the user • If users don’t see the value, The “last they’re moving on. mile” of mobility • They ask: How can this help me? • No adoption = No success • Competition only a flick away14 © Copyright 2012 Antenna Software, Inc. All rights reserved. 14
  • BUT … How do you know if your app is achieving its intended objective?15 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • IT‟S WIDELY KNOWN “You can‟t manage what you can‟t measure.”16 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • BUT WHAT DO YOU MEASURE? App Success IS Not About: Is About: • Higher revenues # Downloads • App Store Ratingemployees More productive = • ★★★★ More efficient processes • Better brand image = ★ Competitor‟s Rating • Happy customers Pat on the back from boss • Industry Awards17 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • HOW DO YOU MEASURE SUCCESS? … It depends on which side of the table you sit. BU CIO - Grow the business Through technology: - Drive worker productivity - Improve process efficiency - Maintain happy customers - Drive business transformation - Build brand awareness - Unlock business value18 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • CMO CIO• I need to drive topline revenue • I need to drive innovation and and business performance enable business performanceC-1 C-1• I need to ―best‖ the competition • I need control, and to know that it and better engage customers is scalable, stable and secureC-2 C-2• I need a partner I can trust and • I need a technology that is better who understands my business than what I currently use• I need someone quick & agile • It has to save me time/effort Mobile Strategist ―Mobile Committee‖ (Who wants what?)
  • WHAT DO YOU SEE? HOW DO YOU MEASURE SUCCESS?20 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • IT‟S MORE THAN JUST APPS It‟s About „Transforming Business‟ tactical strategic a thing a vision passive active addresses problems creates opportunity static always evolving add on value add21 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • TRANSFORMING THE RAILS Published May 6, 2012 ―The old manual ticketing process — punching a hole in the ticket, putting it in a pouch and then sending it to a central location, where it is eventually scanned and entered into a database — was not very good at tracking passengers on board because of the delay between when the ticket was checked and when it was processed.‖22 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • TRANSFORMING MANUFACTURING Eaton, a large manufacturing company sees a future where their entire sales and service function is done on tablets: • Search, spec and sell over 200K hydraulic products via their iPads • 1500+ pieces of product literature • On demand content updates done weekly for latest info • 3-D models for 360 view of parts ―We are seeing a lot of success at the early stage, we know there is ROI, just takes some time to analyze, document and report.‖ • Eric R. Stager, Product Manager, Web and Mobile Apps23 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • LATHER, RINSE, REPEAT • Real-time analytics tells us what is “Mobile Applications Lifecycle” working, and what is not. • It closes the loop! Analyze Design Manage Build Run Integrate Publish24 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • THE IMPORTANCE OF ANALYTICS ―Analytics and testing capabilities are increasingly important, not only for B2C requirements … but also in B2E ...‖ Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/1225 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • SMALLER WINDOW, BETTER VISIBILITY Operations Supply Chain Insights Insights Employee Sales Insights Insights Business Insights Point-of-Sale Insights Marketing Insights Brand Customer26 Insights Insights © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • PARTING THOUGHTS 1. It‟s ultimately about improving the customer experience 2. It‟s about differentiating based on service 3. It‟s about looking at your business through the eyes of the customer 4. It‟s about identifying “blind spots” of opportunity in the business 5. It‟s about using mobile to mine more value from current channels27 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • ABOUT US Background • Headquartered in Jersey City, NJ How We Do It AMPchroma™ • Offices in Boston, Toronto, Guildford, • The industry’s first cloud platform for Krakow, Bangalore, Seoul & Hong Kong managing the entire mobile lifecycle. • It turns the promise of mobile into profits. What We • Antenna Deploys Happiness Do • Mobile internet and apps specialist Who We Do It • 75 Global 1000 clients For • Broadest portfolio of employee-facing and • Coca-Cola, Hallmark, Home Depot, HSBC, customer- facing mobile apps J&J, Merck, NASA, Telenor, Wal-Mart and Xerox • Powered by AMP - a best-in-class mobile enterprise application platform (MEAP) Investors • North Bridge, Polaris, Commonwealth and Investor Growth Capital28 © Copyright 2012 Antenna Software, Inc. All rights reserved.
  • Thank You © Copyright 2011 Antenna Software, Inc. All rights reserved.