Driving value from mobile: Getting the strategy right - Steve Barden, Laura Overton & Katie Hart

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Driving value from mobile: Getting the strategy right - Steve Barden, Laura Overton & Katie Hart

  1. 1. Slide 1© LINE Communications 2013Driving value from mobileRoyal Institution EventTuesday 16th April 2013!
  2. 2. Slide 2© LINE Communications 2013Agenda for the day¥  09:30 - Welcome and introductions, Piers Lea¥  09:50 - Findings from TM Mobile Report, Laura Overton¥  10:15 - 8 themes to improve bottom line, Steve Barden¥  10:40 - From inspiration to impact, Katie Hart¥  11:00 - Coffee break¥  11:20 - From inspiration to impact, Katie Hart¥  12:55 - Sum up, Piers Lea¥  13:00 - Lunch
  3. 3. Slide 3Mobile LearningResults?
  4. 4. Slide 4EADS 125 participants from 3 countriesFrance, Germany, UK
  5. 5. Slide 5EADS
  6. 6. Slide 6EADS
  7. 7. Slide 7EADS
  8. 8. Slide 8EADS
  9. 9. Slide 9EADS
  10. 10. Slide 10Big Four – Professional Services FirmPilot resultsThe UK and US pilots were a success:•  92% liked the mobile learningexperience (UK)•  85% would recommend learning viamobile to a colleague (US)•  94 % found it easy to learn on theirBlackberries (UK)•  85% found the learning experience tobe effective (US)•  98% say they will talk favourably toothers about mobile learning (UK)“I could learn viamobile anywhere;when sitting atthe airport,travelling on atrain or even atthe gym”
  11. 11. Slide 11MoLE – Mobile Learning Environment ProjectJKO – Joint Knowledge On-line300 participants across 24 countriesMedical Content – Global Med-aid app.Apple and Android; 100% access achieved
  12. 12. Slide 12MoLE
  13. 13. Slide 13MoLE – ‘liked most’
  14. 14. Slide 14MoLE – ‘liked least’
  15. 15. Slide 15MoLE“The majority of both sets of users*were ‘very confident’ about theusefulness of mobile technologiesfor training and educationpurposes”*Apple and Android
  16. 16. Slide 16SonicMobile: 5 times better take-up than ‘traditional’ e-learning
  17. 17. Slide 17Brandon Hall – Mobile Access
  18. 18.                                                                                                                                                6 secrets of m-learning successTurning  mobile  learning  aspira0ons  into  reality    With          16th  April  2012  Laura  Overton    Laura@towardsmaturity  org    lauraoverton  
  19. 19. www.towardsmaturity.org•  Why  should  mobile  capture  our  a@en0on?  •  6  secrets  of  mobile  learning  success  •  A  helping  hand  to  create  your  business  case  
  20. 20. www.towardsmaturity.orgWhy is mobile capturing ourattention?
  21. 21. www.towardsmaturity.orgMobile learning adoptiongrowing
  22. 22. www.towardsmaturity.orgWhy should mobile capture our attentionin learning?9 out of 10 organisationsare looking tointegrate learning and work    
  23. 23. www.towardsmaturity.orgWhat is driving m-learningadoption?Delivery  Comms  Performance  support  •  67%  -­‐  support  formal  •  53%  -­‐  as    a  pc  alterna0ve  •  54%  -­‐  collabora0on  •  27%  -­‐  User  generated  content    •  37%  -­‐  support  at  point  of  need  
  24. 24. www.towardsmaturity.orgWhat is stopping us?Content-­‐relatedLack  of  evidence  of  benefitLearner  reluctance/abilityCostOrganisation  cultureSystem  and  data  securityL&D  reluctanceLack  of  management  buy-­‐in  or  clear  strategyAvailability  and  diversity  of  devicesIT/Architecture
  25. 25. www.towardsmaturity.orgSIX SECRETS OF SUCCESSWalking  the  walk  (not  just  talking  the  talk)  
  26. 26. Benchmark Research2200 organisations 3000 learners2003/4 2008 2006 2011  2010 2012 Why  are  some  more  successful  than  others?  
  27. 27. Benchmarking good practiceTM  Index  
  28. 28. 1   100  Top  Quar0le  Bo@om  Quar0le   3rd   2nd  In  2012,  those  in  the  top  quar0le  are:  7x    more  likely  to  report:  Improved  staff  mo0va0on  and  employee  engagement  Improved  talent/performance  management  Staff  able  to  apply    learning  faster  Improvements  in  produc0vity    5x  more  likely  to  report:  Improved  sharing  of  good  prac0ce  within  the  business  3x  more  likely  to  report:  Improved  ability  to  prove  compliance  Improved  induc0on  processes  TMI  
  29. 29. www.towardsmaturity.orgWHAT CAN WE LEARN FROM THETOP LEARNING COMPANIES?When  it    comes  to  mobile  learning  
  30. 30. www.towardsmaturity.orgThey embrace mobile•  4x  more  likely  to  provide  a  device  for  learning  •  6 x more  likely  to  encourage  individuals  to  use  their  own  
  31. 31. www.towardsmaturity.orgMobile is just part of the mix
  32. 32. www.towardsmaturity.orgAlign to business prioritiesDon’t  take  your  eye  off  the  ball!  Analyse    the  business    problem  before  recommending  a  solu0on  Strategy  for  technology  enabled  learning  allows  for  changing  business  priori0es  3 ½ x7 x
  33. 33. www.towardsmaturity.orgUnderstand the learning landscapeLearnerContextTabletsMobileSocial
  34. 34. www.towardsmaturity.orgUnderstand the learning landscapeLearnerContextSupportsystemsSocial4 xto  understand    6 ½ xAware  of  how  staff  use  
  35. 35. www.towardsmaturity.orgSupport formal learning•     
  36. 36. www.towardsmaturity.orgSupport formal learning7x more  likely  to  agree  L&D  staff  have  skills  to  exploit  tech  for  business  advantage    46x more  likely  to  train  trainers  to  use  technology  to  extend  learning  beyond  the  class  
  37. 37. 37  37  www.towardsmaturity.org 37  Enhance performance at thepoint of need•  6 ½ x  more  likely  to  offer  staff  access  to  job  aids  online    or  via  mobile  •  15 x more  likely  to  use  defined  performance  support  prac0ces  to  support  learning  transfer  aber  formal  training  
  38. 38. www.towardsmaturity.orgCommunicate and connect5x    Help    staff  locate  in  house  experts  
  39. 39. www.towardsmaturity.orgCommunicate and connect28x    Encourage  staff  to    Share  &  problem  solve  
  40. 40. www.towardsmaturity.orgCommunicate and connect34x    Help  learners  communicate  with  each  other  
  41. 41. www.towardsmaturity.orgBuilding your business case0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%  Organisa0onal  Produc0vity  Managers  report  business  benefits  Organisa0onal  Revenue    Faster  applica0on  of  learning  Peer  recommenda0on  Pos0ve  changes  in  behaviour  NonMobile  Users   Mobile  Users  
  42. 42. www.towardsmaturity.orgA checklist for successü Embrace  mobile  as  part  of  a  mix  ü Keep  aligned  to  business  priori0es  ü Understand  your  learning  landscape  ü Support  formal  learning  ü Enhance  performance  at  the  point  of  need  ü Communicate  and  connect  
  43. 43. 43  43  www.towardsmaturity.org 43  Mobile learning – 6 secrets ofsuccesswww.towardsmaturity.org      lauraovertonn  
  44. 44. Slide 44Driving value from mobile:Getting the strategy rightSteve.Barden@LINE.co.ukRoyal Institution16 April 2013
  45. 45. Slide 45 January 2013Mobile culture – have you got one?§  Do you have a policy for BYOD?§  Do you have processes to convert / develop, publish,secure, distribute and track content for mobile devices?§  Is your IT department supportive?§  Do you include mobile in your blended learning?§  Are your L&D and mobilesystems integrated?§  Do you differentiate between tablet and smartphone?All this and more…
  46. 46. Slide 46 January 2013What is the right strategy?It should:§  Integrate with existingcommunications, performancesupport and learning initiatives§  Ensure a scalable solution to create,manage and distribute contentsecurely across the enterpise§  Work for today’s and tomorrow’s:§  Devices§  Audience§  Systems§  Infrastructure
  47. 47. Slide 47 January 2013What is the right strategy?1.  Use cases2.  UX design3.  Content management4.  Knowledge management5.  Security6.  Device types7.  Integration8.  DistributionIt must define:
  48. 48. Slide 48 January 2013Driving value from mobile:Getting the App rightSteve.Barden@LINE.co.ukRoyal Institution16 April 2013
  49. 49. Slide 49 January 2013Define the business needBenefit?§ Speed to competence§ Retention§ Improved performanceWhat?§ Communicate§ Support§ LearnWhy?§ Reach§ Impact§ Timeliness
  50. 50. Slide 50 January 2013Reach all markets§  Regular updates during life of the app ensures ‘stickiness’
  51. 51. Slide 51 January 2013TheAppTheLMSDefine the audience need
  52. 52. Slide 52 January 2013Right level!Audience need?Access anywhere!Engaging!Rewarding!Challenging!Relevant!
  53. 53. Slide 53 January 2013Define the technologyApp Vs Web - quite a balancing act…Native App: written for an operatingsystem to use device specificfunctionality or deliver enhancedperformance.Web App: accessed through abrowser over the Internet orIntranet. Not installed locally onthe device.Or Hybrid?
  54. 54. Slide 54 January 2013Getting the strategy rightSteve.Barden@LINE.co.ukResults=
  55. 55. Slide 55 January 2013© LINE Communications 2013Agenda for the day¥  09:30 - Welcome and introductions, Piers Lea¥  09:50 - Findings from TM Mobile Report, Laura Overton¥  10:15 - 8 themes to improve bottom line, Steve Barden¥  10:40 - From inspiration to impact, Katie Hart¥  11:00 - Coffee break¥  11:20 - From inspiration to impact, Katie Hart¥  12:55 - Sum up, Piers Lea¥  13:00 - Lunch
  56. 56. Slide 56 January 2013© LINE Communications 2013From Inspiration to impactContextContent Users“borednow”“repetitivenow”“urgentnow”Google (2007)
  57. 57. Slide 57 January 2013© LINE Communications 2013Seated, predictable environmentIt’s a big jump from what we’vedone before.
  58. 58. Slide 58 January 2013© LINE Communications 2013Seated, predictable environmentLarge screen, keyboard andmouse for input
  59. 59. Slide 59 January 2013© LINE Communications 2013Variable context and environmentLarger screen size, longer sessiontime, more immersive tasks
  60. 60. Slide 60 January 2013© LINE Communications 2013Variable context and environmentUI takes up entire screen, difficultto multi-task.
  61. 61. Slide 61 January 2013© LINE Communications 2013Your ChallengeDiscuss a business need or issueyou think mobile can help to solveWhat is the opportunity?What do you hope to achieve?
  62. 62. Slide 62 January 2013© LINE Communications 2013Task 1: AudienceWho is your audience? What do theyneed? What motivates them? Howskilled are they? How do they feel?
  63. 63. Slide 63 January 2013© LINE Communications 2013ContextWhat type of device and location will usersaccess from? What else might they bedoing? What’s their mindset?
  64. 64. Slide 64 January 2013© LINE Communications 2013Task 2: ContentContent transformation or creation?What makes good content? Whattype of content does it need to be?
  65. 65. Slide 65 January 2013© LINE Communications 2013Creating a site mapYou can start to map the structure ofyour app, how will your audience getaround this content?
  66. 66. Slide 66 January 2013© LINE Communications 2013Navigation stylesRussian DollHub and SpokeLinearBento Box
  67. 67. Slide 67 January 2013© LINE Communications 2013Challenges and opportunities•  What are the business challengesand barriers to mobile delivery today?•  What are the risks?•  What are the known unknowns?•  Are there any new opportunities thatwe have learnt from today?
  68. 68. Slide 68 January 2013© LINE Communications 2013Paper PrototypingWhy do paper prototyping?Forces decision makingHelp communicate and fine tuneGather FeedbackExplore unknowns
  69. 69. Slide 69 January 2013© LINE Communications 2013Create your own paper prototypeUse the templates provided to create yourown paper prototype for your app.Make sure it still meets your originalaudience needs!

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