Creating an Actionalble Mobile Strategy


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You have a mobile strategy. Now what?

As mobile evangelizers, we are heartened by the fact that we no longer need to convince our clients on the importance of a mobile strategy. Many of the organizations we speak to understand the importance of having a plan.

The focus is now shifting to executing on the plan. A mobile strategy is worthless if it can't be executed.

However, this is the problem we are seeing over and over again in our meetings with business and technology leaders.

Typically, we see:

- The mobile strategy is based on a vision of mobile use in the future
- The vision quickly broken down into initiatives that are too aggressive and not based on understanding true organizational readiness
- A huge disconnect between the expectations of the business teams and the ability to develop, deliver and support these solutions
- A stalling of the mobile strategy - before it ever gets moving

It's time to unstick your mobile strategy. It's time to make progress.

Download these slides to learn how to create an actionable mobile strategy. Specifically:

-How to break your mobile strategy down into achievable tactics
-How to prioritize your strategy to ensure you are executing optimally
-The optimal organizational structure to support you mobile strategy
-Example of large organizations successfully executing their mobile strategy

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Creating an Actionalble Mobile Strategy

  1. 1. Welcome. Creating an Actionable
 Mobile Strategy October 29th, 2013 @propelics We will begin at 
 1:02pm EDT!
  2. 2. Propelics Background – About Us 15+ year track record Fortune 500 clients Global experience 100% focused on mobile for the Enterprise •  San Jose, Boston, Pittsburgh •  •  •  •  Propelics creates mobile strategies and world class 
 Apps for the Enterprise.
 Trusted by companies like yours: 2  
  3. 3. What We Do •  Enterprise Mobile Strategy Services Enterprise Mobile Strategy Mobile App Portfolio Mobile App Scoping & Planning IT Readiness for Mobility BYOD and MDM Strategy Innovation through visualization Center of Excellence Creation •  Mobile Advisory Services Mobile Mentoring Executive Education Speaking Engagements •  Managed Services UX Design Mobile App Architecture Onshore and Offshore App Development Mobile App Support and Administration
  4. 4. Shahab Choudhry: Partner - Propelics Shahab is a visionary thought leader who has been at the forefront of trying to make sense of the various technology shifts in the past two decades. He has advised several startups, early stage companies and Fortune 500 companies in making the most of these technology shifts. He continues to be a “Trusted Advisor” to some of the leading brands around the world. Shahab is frequent speaker at conferences related to mobile. 6  
  5. 5. Key Trend #1 Mobile as a game changer is finally being understood Source: Appcelerator Q3 2013 Enterprise Mobility Survey!
  6. 6. Key Trend #2 Shift in focus from planning to execution Source: Yankee Group 2012!
  7. 7. Key Trend #3 Mobile strategy beyond 
 the consumer facing mobile app Source: Appcelerator Q2 2013 Developer Survey!
  8. 8. Business Drivers Brand Perception Growth Retention & Loyalty Customer Satisfaction Penetration Competitive differentiation Mobile innovation Channel Considerations Enterprise Mobility Strategy Business demand Regulatory Considerations Technology Considerations Device Management Security and Risk Management Architecture App Development methodology Services and integration IT Governance and Policies
  9. 9. Assumption #1 The value of an enterprise mobile strategy is not lost on the stakeholders in the organization 11
  10. 10. Assumption #2 Your organization is guilty of “random acts of mobile” that have exposed numerous new challenges and opportunities related to mobile 12
  11. 11. Assumption #3 Your organization has allocated the needed budget (or is in the process) to develop a mobile strategy 13
  12. 12. Business Drivers Brand Perception Growth Retention & Loyalty Customer Satisfaction Penetration Competitive differentiation Customer Interaction strategies Cross Industry Considerations Enterprise Mobility Strategy Mobility Perspectives Regulatory Considerations Technology Considerations Device Management Security and Risk Management Architecture App Development methodology Services and integration IT Governance and Policies
  13. 13. Enterprise Mobile Strategy
 Approach Details
  14. 14. Mobile Strategy: Approach Step I: Direction Setting Business Drivers Innovation Strategy & Alignment Market Opportunity Step II: Ideation, Assessment, Risk Analysis, Visualization Business Segments, Verticals, Channel, solutions INNOVATION HOTSPot Mobile App and BYOD Risk Profile App Portfolio Innovation thru Visualization Technology Maturity Assessment Step III: Roadmap & Next Steps Business & IT Roadmap Recommend Action Plan
  15. 15. #1. Define the “Innovation Posture”
  16. 16. Define the “Innovation Posture” Access to existing data stores Extend enterprise apps Mobile as a “bolt on” to current process Mobile apps to extend interaction and engagement Innovate the core process using mobile (game changer) Mobile first organization
  17. 17. Innovation HotSpot •  Innovation Influence -  (customers, employees, distributors, suppliers, leadership, partners, resellers etc.) -  B2C -  B2E2C -  B2E -  B2B •  Opportunity Identification -  Identify Innovation “Hot Spot” -  -  -  -  -  Business Value Innovation Mobile Suitability Competitive Advantage Readiness Innovation Heat Map 19  
  18. 18. #2. Rank Your Business Drivers
  19. 19. Rank Your Business Drivers •  Consumer Channel! •  •  •  •  •  Brand Perception" Loyalty" Engagement" Repeat Visits" Customer Satisfaction" •  Partner Channel! •  •  •  •  Competitive Advantage" Market Share" Partner Satisfaction" Sales Effectiveness" •  Employees! •  •  •  •  ! Employee Satisfaction" Retention" Effectiveness" Efficiency"
  20. 20. #3. Understand the Business Demand
  21. 21. 23  
  22. 22. #4. Understand the Risk Components
  23. 23. Risk Analysis Business   Value   Use Case Articulation across Stakeholders Risk Restricted Use  Case   Classifica:on   Scoring   Trusted untrusted Assets   Accessed   Risk  of   Breech   SEMI Trusted Business Value Use Case Categorization: Risk: Types of Exposure (e.g. User data, customer information, financial, etc.), 
 Impact of Exposure (e.g. Public perception, legal exposure, financial) Business Value: Alignment with drivers 25  
  24. 24. #5. Assess the Readiness for Mobile
  25. 25. Stage 5 Stage 4 IT Delivery & Support Stage 3 Enterprise Info. Mgmt. Stage 2 Mobility  Strategy Stage 1 IT Discovery and Assessment Policy Definition Policy Governance Network Infrastructure Maturity Ranking Security Infrastructure App development platform Mobile Device Mgmt. Platform Telecom Expense Mgmt. Mobile delivery and support Mobile Maturity Matrix 27  
  26. 26. Mobility Report Card •  Establish current state! •  Gap identification based on:! -  -  -  -  Foundational! Vulnerability/Risk! Compliance! Lacking capability! 28  
  27. 27. #6. Define an Action Plan That Measures Impact in Weeks Not Months
  28. 28. IT Strategy Roadmap •  Actionable steps! •  Prioritized by value, readiness and cost! •  Organized into phases - iterative! Required   Short  Term   Mid/Long  Term   Future   Quick  Wins   30  
  29. 29. #7. Establish a MCOE to Provide Guidance
  30. 30. Establish a MCOE to Provide Guidance Unclear if MCOE should be a part of IT COEs are not new so 
 what is the issue? Mobile is still a bolt on Guidance vs. governance
  31. 31. Mobile COE Coverage MDM Mobile App Dev Platform Apps vs. Web Wireframe / Supported Devices Testing Prototyping Mobile Web Services Version Control Mobile SDLC Mobile Innovation Mobile Policies Help Desk UX Guidelines App Architecture Mobile App Inventory BYOD Governance Security App Deployment Mobile Analytics TEM
  32. 32. Mobile COE Models The Repository Model n  A repository of mobile best practices and information on standards, tools, and templates The Coach Model n  A competency center to provide mobile expertise and some oversight for the organization The Manager Model n  Concentrates on mobile governance responsibilities and may provide the direct management of mobile projects Repository – Coach – Manager Model n  An internal consultancy to advise on and govern mobile projects. Has authority to evaluate and monitor mobile projects across n  Combination of the attributes associated with the repository, coach, and manager models
  33. 33. Mobile COE Models 35
  34. 34. Propelics Kickstarts Propelics Special Offer Free 1 Hour Mobile Advisory Call Mobile App Roadmap 888-405-2820 Mobile Center of Excellence Mobile App Scoping & Planning Mobile App Rapid Prototyping IT Readiness for Mobile Kickstart Prototype Factory 36  
  35. 35. Thank you (Q&A) @propelics