"Influence of Apps in the Boardroom and Beyond" by Mark Mason, Founder and CEO, Mubaloo


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Rebooting the EU App Economy / Fraunhofer HHI, Berlin, Germany / 13th November 2013

Mark Mason, Founder and CEO, Mubaloo

"Influence of Apps in the Boardroom and Beyond"

Mark Mason is the founder and CEO of Mubaloo, Europe's largest enterprise app developer and mobile Strategist with offices in London, Bristol, Berlin and New York, employing over 50 people. He is also a winner of the Appsters 'App Developer of the Year' in 2012 and 2013, Mobile Entertainment ‘Enterprise Developer of the year 2012’. He was the IOD South West Director of the Year 2012 and Chairman of the Prince's Trust South West Leadership Group.

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  • Before I begin:
    Who here uses a smartphone or tablet for work purposes?
    Does anyone use apps for work?
    Do any of you use apps designed for your job or specifically for your company?
  • 2 minutes talking about journey over the years from electronics engineer, Mason Zimbler, sale to Harte Hanks, starting Mubaloo, starting trw, be launching a new venture in the coming weeks
  • Started as just a developer but now provide enterprise mobility consulting, creative design, system integration and app development - grown to be the the UK’s leading enterprise app developer.
    Sourcing Line matrix showing top developer outside of US
    Winner of App Developer of the Year two years running at The Appsters)
    Cross platform
    All in-house developers...
  • Range of companies that we work with... looking to develop apps for a number of different user groups. Traditionally we would think about consumers. One that often gets left out is partners (contractors, suppliers etc)
    Marketing - revenue for the company
    Employees efficiency and effectiveness
    Partners - is all about visibility
    Whether you’re looking at apps across any of these, it is all about delivering business value.
    Enterprise typically looking at integration with a whole range of back end systems.
  • There are four types of enterprise apps;
    moving fixed vertical apps to mobile to enable greater portability and movement…stock market trading apps and financial market etc.
    moving fixed horizontal apps to mobile or mobilising a process such as approving payroll, processing invoice etc.
    Definitive vertical mobile apps such as facilities management
    Definitive mobile horizontal such as SalesForce or email etc
    We see everything moving toward mobile, or being tested on it…
  • Each vertical is very different in terms of the industry drivers you have, critical processes and the impact of mobile. To understand the scale and focus of the opportunity there are two key questions businesses should ask.
    1. what processes should i mobilise based on the potential benefits to the business
    2. How can I mobilise - based on specific needs, constraints and available solutions.
    Some of the ways to come up with ideas: crowdsourcing, talk about Genetech.
  • Wanted to spend looking at some case studies that our clients have been kind enough to allow us to share. These are from different sectors and are just a small number of different case studies...
  • - were using paper literature for products & services: printing costs, distribution, locating information, CRM issues
    - 100+ UK sales team
    - Increase sales
    - Increase effectiveness of sales force
    - Find out how the app was being used
    - Smart Questions, putting control in the hands of the customer - help them to find the most appropriate vehicle for their needs
    - Instant product recommendations
    - Produce a bespoke PDF of the vehicle then and there that can be emailed - paper saving
    - Connects to CRM system - always the most up to date information on customers
    Scania wanted an app for use by their sales teams. What thing we’re seeing is that apps are enabling marketing and sales to work much closer together due to the access to information provided. Cross-sell through better analytics...
    Scania wanted to develop a native iPad app that would act as a compelling sales tool. Originally, Scania’s 100+ sales force were using paper literature to help sell their products and services, which meant it was often difficult to find information quickly and also costly and timely to keep this collateral updated. Key objectives for the app were to help increase sales and also to increase the effectiveness of Scania’s sales force. In addition, Scania also wanted to include analytics to gain a better understanding of how the app was being used. The SmartSuite app takes the customer through a series of Smart Questions to help them find the most appropriate vehicle for their requirements. Once all Smart Questions are answered, the app is able to provide instant product recommendations to customers, as well as producing a dynamic and bespoke PDF of the vehicle specified, including any additional extras or services they might be interested in. The app also connects to Scania’s CRM system, meaning that customer data can be accessed and attributed to a client journey. The use of analytics also allows Scania to contact their customers on additional services they might have shown interest in during the sales journey, as well as being able to work out where improvements can be made in the app.
  • Vertical applications within financial services focus on field and sales related processes, given competitive intensity.
    1st. customer focus. Integrated with Sharepoint, enables access to asset information on the move.
    MY CONNECT - Repurpose that allows internal teams to collaborate. Also about reducing printed materials and costs.
    This iPad app, SalesConnect, is a sales tool that enables Schroders UK sales team to present the latest fund information on the move. The app allows Schroders' staff to present multiple file types including PDF, Microsoft Office documents and Video, allowing access to all the latest reports and fact sheets directly from the company’s SharePoint Intranet. The app streamlines the process of accessing, distributing and delivering the latest data and content across Schroder's teams and out to their clients.
  • Replacing legacy hardware, they had windows mobile, laptop and laminated brochures... this replaces all of these. Allows customer to choose package and goes through onboarding process. Did a trial with 20 people?? Replacing legacy hardware is something we’re seeing across which industries???
  • Very different type of company.. On-site project management for quality, health and safety management. Large contractors developing apps for sub contractors in construction.
    30% increase in jobs completed. Invoicing time went from 24 days to 7 days on average... integration with back end so push and pull of information.
    Being used by more of the workforce
    Taking the notepad, the camera, the mobile phone, the log book, print outs of information & folders...all into one device that stores everything securely
  • Transport & logistics - fleet management, safety and security.
    One example for DHL - used by their supply chain to understand where people are, better real time communication also for safety checks.
  • Charity (also public services)
    - The best apps are the ones which give you quick access to information and make your life easier; some even help save lives
    - London’s Air Ambulance is the last line in emergency response, when they get called out, it’s because its urgent
    - Speed is important to them, when it came to a mobile network, they chose to go with EE and its LTE network
    - LTE with apps delivers even faster response times and a much better experience, saving more time
    - Before: Excel database where they’d put info in and use a formula to get a print out for helicopter crew, slows response times. If already in the air, to route to another location, they’d need to use an A-to-Z to find co-ordinates.
    - NOW: App will mean the ground and air crew have the same information, they don’t have to run to the office and put info in, it can be done on the app. They’ll be able to use offline maps to input location information, helping teams in the air to do their jobs more efficiently
    - Not sure at the moment how much time it will save, we’re hoping to see it save at least a minute - but even if its just a few seconds, it could be the difference between life & death
  • "Influence of Apps in the Boardroom and Beyond" by Mark Mason, Founder and CEO, Mubaloo

    1. 1. IN THE BOARDROOM & BEYOND November 2013 @mubaloo @markemason
    2. 2. Who I am
    3. 3. MUBALOO
    4. 4. OUR PARTNERS
    5. 5. MOBILE ECOSYSTEM User MARKETING MOBILE PRESENCE ENTERPRISE PARTNERS Client Prospect Business Objective Focus Environment Revenue Growth Service Product Web Media Physical Employee Operational margin Process ERPs CRMs MDM CMS Channel Provider Visibility Integration Proprietary systems Why? Deliver Business value
    6. 6. VERTICAL VS. HORIZONTAL horizontal apps vertical apps fixed Arthur D Little, 2012 mobile Definition: Fixed, industry specific Definition: Mobile, industry applications specific applications E.g. E.g. Definition: Fixed apps that serve the needs of many industries Definition: Mobile apps that serve the needs of many industries •Stock market trading apps •Production line control apps •Mobilised manufacturing quality management apps •Mobilised healthcare patient database •Mobilised insurance claim adjustment apps E.g. E.g. •Account & payroll management apps •Building control management apps •Communication & collaboration apps • Mobile CRM apps • Sales force apps • Field force apps • Mobile messaging
    7. 7. UNDERSTANDING THE OPPORTUNITY WITHIN EACH VERTICAL What process should I mobilise? What are the Which strategic drivers processes in are important? my industry? • cost • marketing • competitiveness • sales • process • workforce efficiency • management • customer • project service planning • organisational • asset tracking • agility • performance • management ... Arthur D Little, 2012 Which processes benefit from vertical mobilisation? • drivers and • benefits of process • mobilisation • benefits of • vertical mobility What are the application requirement s? What development pathway should I choose? • performance • technology • usability options • interoperability - architecture • security - devices • cost - software • legacy systems - connectivity • partnership choices
    8. 8. CASE STUDIES
    10. 10. INDUSTRY DRIVERS SALES AND COLLABORATION TOOL Customer Engagement Content Distribution / Standardisation
    11. 11. INDUSTRY DRIVERS PRODUCT CATALOGUE & FIELD SALES TOOL Customer Engagement Content Distribution / Standardisation Legacy Hardware
    12. 12. INDUSTRY DRIVERS FIELD FORCE TOOLS Customer Engagement Content Distribution / Standardisation Legacy Hardware Paper Process
    13. 13. INDUSTRY DRIVERS COURIER APP Customer Engagement Content Distribution / Standardisation Legacy Hardware Paper Process Channel Visibility
    14. 14. INDUSTRY DRIVERS HELICOPTER DISPATCH APP Customer Engagement Content Distribution / Standardisation Legacy Hardware Paper Process Channel Visibility Real-Time Data
    15. 15. CONTACT US Mark Mason Founder & CEO Mubaloo Group mark.mason@mubaloo.com @Mubaloo /Mubaloo-Limited /MubalooLtd /Mubaloo White paper