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Mobile Apps

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Mobile Apps

  1. 1. ©2012 LHST sarlMobile Appsbringing business into contextLee SCHLENKER – EMLYONEMLYON Business School
  2. 2. ©2012 LHST sarlAgendaIntro Application MetricsImpact
  3. 3. ©2012 LHST sarlMobile Commerce• Mobile e-commerce: Transactingwith an e=commerce site via a mobiledevice.• Mobile payment: Payment using thesmartphone as the conduit.• Mobile commerce (in-store): Theability to purchase physical goods inthe store via an app that interactswith the store’s point-of-sale systemJohn CaronIntro Application MetricsImpact
  4. 4. ©2012 LHST sarl4Mobile Applications• Mobile Apps are apps orservices that can be pushed toa mobile device or downloadedand installed locally.• Classification• Browser-based:apps/services developed in amarkup language• Native: compiled applications(device has a runtimeenvironment). Interactive appssuch as downloadable games.• Hybrid: the best of bothworlds (a browser is neededfor discovery)Intro Application MetricsImpact
  5. 5. ©2012 LHST sarlApplication typesIntro Application MetricsImpact
  6. 6. ©2012 LHST sarlConvergence + Context• Convergence: When bricks andmobile finally integrate to provide aholistic shopping experience wherebyeach shopper has a uniqueexperience with the physical store.• Context: When mobile couponing,offers, location, check-ins, etc.become personalized to the individualshopper based on who they are, whatthey like, where they are, what theywant, and what they’ve just scannedor purchased. John CaronIntro Application MetricsImpact
  7. 7. ©2012 LHST sarlContext over Process• Context : The setting(circumstances) in which an eventoccurs• Process : A structure of activitiesand tasks in response to customerdemands• Processes are models whereascontext reflects patterns ofinteraction• Context has geographical andsocial dimensionsSaavedraIntro Application MetricsImpact
  8. 8. ©2012 LHST sarlChanging IS skills• Analyse the user experience andthe context in which they « work »• Design applications essentiallyfrom web services• Understand how the variousmobile platforms are built• Develop mobile strategies thatmatch the underlying businessmodelsIntro Application MetricsImpact
  9. 9. ©2012 LHST sarlGiving « an application » new meaning• Aesthetic, convenient userinterface• AsynchronousCommunication• Always-on networkconnectivity• Critical personal data• Built-in interactivityIntro Application MetricsImpact
  10. 10. ©2012 LHST sarlRevenue Models• Advertising revenue• Brand Takeovers• Download fees (and upgrades)• In-app purchases• Subscriptions• Two-sided model (the app as aplatform)Paulina Delgado SootsIntro Application MetricsImpact
  11. 11. ©2012 LHST sarlCurrent Trends1. Backend as a Service (BaaS). BaaS hasemerged as an alternative to mobilemiddleware, the software that connectsdisparate mobile applications.2. REST APIs. Mobile--along with cloud, socialand big data--is changing the complexion ofapplication integration.3. Mainframes and legacyapplications. Increasingly, developmentleaders are forced to measure the worth ofexisting applications against brand newmobile and Web apps.4. Web vs. native browsers. How will HTML5impact open source software and mobileapplications, and will it catch on withdevelopers. Stéphanie Mann
  12. 12. ©2012 LHST sarlApplicationIntro Application MetricsImpact
  13. 13. ©2012 LHST sarlVisionning the opportunity•How could real time access to companyinformation change customer buyingbehavior?•What different mobile functions could changethe way you do business?•What business data would you like accessibleanytime, anywhere for your managers?•How might your managers use mobile devicesto interact with your business?•How could your employees be moreproductive off-site?Intro Application MetricsImpact
  14. 14. ©2012 LHST sarl15Organizational Issues• Integration into business process– Business model, information flow• Integration into organizationalstructure– Who is responsible for what?• Integration into technicalinfrastructure– Devices and communicationinfrastructure• Integration into security concept– Danger of new security leaksIntro Application MetricsImpact
  15. 15. ©2012 LHST sarl16Technical Implications• Application scenario– Choosing an appropriate scenario• Mobile device– Software infrastructure, hardwarerequirements• Communication technology– On-/Offline scenario– Wireless Wide Area Networks/ WirelessLocal Area Networks– Communication protocol• Application architecture scenario– Thin/fat clientIntro Application MetricsImpact
  16. 16. ©2012 LHST sarlLanguages and developmentenvironments• jQuery Mobile – jQuery Mobile is alightweight framework which built withprogressive enhancement, and hasa flexible, easily theme able design.• Mobl - mobl is a free and open sourcelanguage for speed up mobile application. Itdeploy on iOS, android, andother phones supporting HTML5.• MoSync - MoSync is an open source SDK,using C++ and a set of powerful APIs.• Sencha Touch - Sencha Touch is anapplication framework build to leverageCSS3, HTML5, and JavaScript.Intro Application MetricsImpact
  17. 17. ©2012 LHST sarlEcosystem issues– content, devicesand networksIntro Application MetricsImpact
  18. 18. ©2012 LHST sarlMobile Application Project ManagerIntro Application MetricsImpact
  19. 19. ©2012 LHST sarlConsumer CategoriesIntro Application MetricsImpact
  20. 20. ©2012 LHST sarlAdapting strategy to contextIntro Application MetricsImpact
  21. 21. ©2012 LHST sarlSegment by customer needsIntro Application MetricsImpactAdmin
  22. 22. ©2012 LHST sarlGrowth areas• Location based services and alsoprovide content sharing over socialnetworking• Mobile knowledge workers on themove : CRM, SCM, ERP• Point of sale (POS) terminals forpayment delivery functionsIntro Application MetricsImpact
  23. 23. ©2012 LHST sarlMetricsIntro Application MetricsImpact
  24. 24. ©2012 LHST sarlFunnel Analysis• Why are users are failing to complete proposedactivity?• Monitor conversion rate using unique visitorsand click-through rates.• Landing pages provide the biggest challenge todigital challenges.• Reduce number of steps to facilitateengagement.• Reduce the number of fields that require userinput.• Check for leaks: visitors might not be droppingcompletely but using other routes.Cian O SullivanIntro Application MetricsImpact
  25. 25. ©2012 LHST sarlSocial stickiness• What aspects of your app are influencing themindset of your users?• Monitor the « stickiness » of your messagethrough number of visits, time spent pervisit, citations and redirects.• What customer challenges/opportunities are youaddressing?• What skills and knowledge are you targeting?• How does your application fit into the story thatyour customers are trying to tell?Intro Application MetricsImpact
  26. 26. ©2012 LHST sarlMapping context• Why your user base does what it does?• Tracking time and location to map outthe spaces where "whats going on"happens.• Context is a means of measuring theextent to which a vision (product,service, idea) can be shared• Social spaces are constructed from avision, “actors”, repeatable events, andoutcomes.Intro Application MetricsImpact
  27. 27. ©2012 LHST sarlSocial graph and emergent behavious• How does your data elucidate userbehavior?• Social graphs are the global mappingof your customer base and howtheyre related• Capture and monitor identity, qualityand structure of relationships withothers• Emergent behaviors – what newbusiness opportunities might beexplored? Alex IskoldIntro Application MetricsImpact
  28. 28. ©2012 LHST sarlThe Size of the App Economy• US app industry has beenfound to have morethan 466,000 jobs• The app development industryis providing more jobs thansoftware publishing and thetelecom carriers• The industry produced $20billion in revenue, with Apple’sApp Store alone registered ashaving 124,475 activepublishers adding content to it.

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