Opportunistic to Strategic
Eurapp
Gemma Coles, Director of Mobile Strategy, Mubaloo
gemma.coles@mubaloo.com
@GemmaEColes
WHO WE ARE

200
App
s
OUR CLIENTS
Finance

Insurance

Public

Enterprise

Retail

Gaming

Construction

Logistics

Telco

IT

Events

Pharma
MOBILE ECOSYSTEM
Business
Objective

Environment

EMPLOYEE

CHANNEL /
PROVIDER

Revenue
Growth

Service
Product

Web
Media...
FROM APPS THAT DRIVE CONSUMER ENGAGEMENT…
THE MET OFFICE
Weather app

Over 8 million
downloads to date

Mubaloo has delive...
… TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES
UNITE PLC
Maintenance team app
Job management and workforce planning a...
… TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES
UNITE PLC
Maintenance team app
Job management and workforce planning a...
THE JOURNEY SO FAR
2009 - 2010

2011

2012 - 2013

2014 & beyond

RECOGNISING
THE POTENTIAL
OF MOBILE APPS

BUILDING
BUSIN...
MOBILE STRATEGY

Strategy

WHAT WE DO

A vision for embracing mobile,
and a strategic roadmap for an
enterprise app presen...
The journey from “we need an app” to
“how can we help our customers &
employees”?
API first
Mobile first
SUSTAINABLE APPS - AN INTEGRATED APPROACH
App

OPTIMISED THIN CLIENTS
DATA DISPLAY & UX

API Layer
Accessible

THE API LAY...
PHASED INVESTMENT – DEFINING THE ROADMAP
Ph 1

Ph 2

Ph 3

Ph 4

Mobile Strategy

Strategy / UX / IT
Infrastructure
Worksh...
THE POWER OF A PROTOTYPE
PRINCIPLES & METHODOLOGIES – POLICIES & BEST
PRACTICE
Principles
Business Intelligence

API First

Game Changing

Sustaina...
SCALABLE – A BIGGER VISION
Business Principles
API Layer, Mobile Brand Guidelines
Employees

Customers

Devices, Security,...
APP DEVELOPMENT – WHAT HAS WORKED FOR US
• In-house multi-disciplined team

• Emphasis on Mobile Strategy, UX & IT Infrast...
THE BIG OPPORTUNITY

1. Coders need to look beyond the code
2. Consumer apps are just the tip of the iceberg
3. Take a lon...
THANK YOU

@Mubaloo
/Mubaloo-Limited
/MubalooLtd
/Mubaloo

LONDON

BRISTOL

1 Heathcock Court

Embassy House

415 Strand

...
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"Opportunistic to Strategic" by Gemma Coles, Mubaloo

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Sizing the EU App Economy / Brussels, Belgium / 13th February 2014

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  • A reflection on how the market has shifted & where the opportunities lie for developers going forward.
  • Tell the story of an individual app – rationalised brief – enterprise piece – roadmap & full backend solution.
  • WHAT WE’RE SEEING - This move away from tactical disposable releases is paving the way for more integrated & sustainable apps that deliver business wide transformation.THIS SESSION - This session will explore the approaches for establishing an app roadmap & address some of the real challenges faced by businesses today.
  • But apps are very rarely standalone & more than ever are reliant on the big data & infrastructure behind the scenes. The mobile experience really is the thin front layer.
  • Highlight temporary approach of mwareThen API implementation with bigger mainframe systems
  • There’s a lot to solve so investment should be phased
  • Don’t be afraid to take on company wide vision & strategyScalable is probably the most under-planned principle & again needs a bigger vision…
  • Consider other parts of the coRolloutRe-useOngoing support
  • What we’d like to see…Many independent coders are looking to hit the jackpot with that winning app concept, but many are missing the potential of working with corporates – this needs commercial business engagement & marketing know how.Companies should start to look internally as customer facing processes are often just the tip of the icebergYOU HAVE T
  • "Opportunistic to Strategic" by Gemma Coles, Mubaloo

    1. 1. Opportunistic to Strategic Eurapp Gemma Coles, Director of Mobile Strategy, Mubaloo gemma.coles@mubaloo.com @GemmaEColes
    2. 2. WHO WE ARE 200 App s
    3. 3. OUR CLIENTS Finance Insurance Public Enterprise Retail Gaming Construction Logistics Telco IT Events Pharma
    4. 4. MOBILE ECOSYSTEM Business Objective Environment EMPLOYEE CHANNEL / PROVIDER Revenue Growth Service Product Web Media Physical Operational margin Process ERPs CRMs MDM CMS Visibility CLIENT / PROSPECT MOBILE PRESENCE Focus Integration Proprietary systems How? Make life easier for the user
    5. 5. FROM APPS THAT DRIVE CONSUMER ENGAGEMENT… THE MET OFFICE Weather app Over 8 million downloads to date Mubaloo has delivered both apps on time and to a high spec which we are extremely pleased with Charles Ewen, Head of web and media
    6. 6. … TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES UNITE PLC Maintenance team app Job management and workforce planning app enables visibility and efficiency in the maintenance team. Now in full use across the estate, the app has contributed to a 30% increase in productivity. Ashley Hewson, Head of IT, UNITE
    7. 7. … TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES UNITE PLC Maintenance team app Job management and workforce planning app enables visibility and efficiency in the maintenance team. Now in full use across the estate, the app has contributed to a 30% increase in productivity. Ashley Hewson, Head of IT, UNITE
    8. 8. THE JOURNEY SO FAR 2009 - 2010 2011 2012 - 2013 2014 & beyond RECOGNISING THE POTENTIAL OF MOBILE APPS BUILDING BUSINESS INTELLIGENCE TRANSFORMING ENTERPRISE MOBILITY ENABLING THE BIGGER VISION Pioneer Trusted Voice Visionary Game Changer “A company at the cutting edge of a digital revolution” FT “Mubaloo gave insight on how to develop design & secure apps” TabTimes “Enterprise App Developer 2013!” ME Awards 2012 “Helping their clients execute complex mobile strategies” SourcingLine acquired formed
    9. 9. MOBILE STRATEGY Strategy WHAT WE DO A vision for embracing mobile, and a strategic roadmap for an enterprise app presence USER EXPERIENCE Evaluation, definition and creative exploration of the potential for an app Ecosystem App System integration, MDM and other practical principles for an operational framework APP DELIVERY Operations IT INFRASTRUCTURE Creation, implementation, release and ongoing support of an app
    10. 10. The journey from “we need an app” to “how can we help our customers & employees”?
    11. 11. API first Mobile first
    12. 12. SUSTAINABLE APPS - AN INTEGRATED APPROACH App OPTIMISED THIN CLIENTS DATA DISPLAY & UX API Layer Accessible THE API LAYER A 2 WAY PROXY FOR THE EXCHANGE OF DATA Lean Light Stable Scalable CMS / Admin Portal RULES ENGINE / DATA HANDLING CRM SOCIAL MEDIA INTEGRATION SECURE AUTHENTICATION VOUCHERING / PAYMENT DATABASE CMS AD DISTRIBUTION USER TRACKING CAMPAIGN MANAGEMENT External Tools PUSH NOTIFICATIONS Backend Systems BUG TRACKING PERFORMANCE TRACKING CENTRAL SYSTEMS Backend Infrastructure / Hosting SERVER HARDWARE NETWORK STORAGE SERVER ENVIRONMENT THE MIDDLEWARE PUZZLE PROCESSING VIA 3RD PARTY SYSTEMS OR MIDDLEWARE MOBILISED BACKEND CORPORATE TOOLS & BUSINESS INTELLIGENCE FOUNDATIONS A STABLE ENVIRONMENT FOR SECURE STORAGE & SCALABILITY
    13. 13. PHASED INVESTMENT – DEFINING THE ROADMAP Ph 1 Ph 2 Ph 3 Ph 4 Mobile Strategy Strategy / UX / IT Infrastructure Workshop Discovery API & Implementation KPIs Assigned & Tracked Implementation of Phased Rollout Plans Proof of Concept User Journeys Identified Prototype Creation & User Testing Live Launch App Scope Prioritised App Scope Refined App Delivery & Launch in Core Markets Ongoing Analysis Rollout Discussion of target platforms & geodistribution Consideration of future rollout requirements Rollout to Further Remaining Markets
    14. 14. THE POWER OF A PROTOTYPE
    15. 15. PRINCIPLES & METHODOLOGIES – POLICIES & BEST PRACTICE Principles Business Intelligence API First Game Changing Sustainable Secure Scalable Prototypes Test Plans & Metrics User Testing Agile / Waterfall Development Web / Native / MEAP In-house / Outsource Methods
    16. 16. SCALABLE – A BIGGER VISION Business Principles API Layer, Mobile Brand Guidelines Employees Customers Devices, Security, Distribution Engineers Call Centre Exec Team Data Model, User Journey, Business Processes UK DE Localised Content & Systems Partners / Re-sellers
    17. 17. APP DEVELOPMENT – WHAT HAS WORKED FOR US • In-house multi-disciplined team • Emphasis on Mobile Strategy, UX & IT Infrastructure • Enterpreneurial, rewarding culture • Enterprise focus • Flexible locations • Clear internal processes
    18. 18. THE BIG OPPORTUNITY 1. Coders need to look beyond the code 2. Consumer apps are just the tip of the iceberg 3. Take a longer view - mobile is here to stay
    19. 19. THANK YOU @Mubaloo /Mubaloo-Limited /MubalooLtd /Mubaloo LONDON BRISTOL 1 Heathcock Court Embassy House 415 Strand Queen’s Avenue London, WCR 0JT Bristol, BS8 1SB +44 (0) 203 327 8333 Gemma Coles Director of Mobile Strategy gemma.coles@mubaloo.com @GemmaEColes +44 (0) 117 973 3983
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