Mobile strategy


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Mobile strategy

  1. 1. ©2013 LHST sarlWhat does it take toconvert information intoproductivity?MobileStrategyBringing business intocontextProf. Lee SCHLENKER Sébastien BRISON
  2. 2. ©2013 LHST sarlIntroductionIntro Specs MetricsUseScenarios
  3. 3. ©2013 LHST sarlMobility rather than Mobile• Mobility is radically different from the"desktop" experience• Mobility is a "lean back" experience likesitting in the metro watching a video• It is also "lean forward" — like shoppingat the FNAC during a lunch break• In many cases, its "lean free" whenyoure scanning news headlines orphotos from friends in class• Mobile is nuts, bolts, and infrastructure,while mobility is the context whichdetermines customer valueDavid ArmanoIntro Specs MetricsUseScenarios
  4. 4. ©2013 LHST sarlMobile Web UsageIntro Specs MetricsUseScenarios
  5. 5. ©2013 LHST sarlExplosion in web useIntro Specs MetricsUseScenarios
  6. 6. ©2013 LHST sarlMobile Only?Intro Specs MetricsUseScenarios
  7. 7. ©2013 LHST sarlMobile First• Use the mobile web as a constraintto think about digital design - LukeWroblewski• Rethink how people play/pay• Look where technology is going, notwhere it’s been• Make it easy to work with you• Let your apps sell ―you‖• Make your digital strategyresponsiveDaniel BURROS―The simple guideline is whateveryou are doing—do mobile first‖Eric Schmidt
  8. 8. ©2013 LHST sarlUse StudyIntro Specs MetricsUseScenarios
  9. 9. ©2013 LHST sarlVisionning the opportunity•How might your managers use mobile devicesto interact with the organization?•How could real time access to companyinformation change customer buyingbehavior?•How could your employees be moreproductive off-site?•What different mobile functions could changethe way you do business?•What business data would you like accessibleanytime, anywhere for your managers?Intro Specs MetricsUseScenarios
  10. 10. ©2013 LHST sarlConsumer CategoriesIntro Specs MetricsUseScenarios
  11. 11. ©2013 LHST sarlAdapting strategy to contextIntro Specs MetricsUseScenarios
  12. 12. ©2013 LHST sarlSegment by customer needsIntro Specs MetricsUseScenarios
  13. 13. ©2013 LHST sarl13Organizational 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 Specs MetricsUseScenarios
  14. 14. ©2013 LHST sarl14Technical 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 Specs MetricsUseScenarios
  15. 15. ©2013 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 Specs MetricsUseScenarios
  16. 16. ©2013 LHST sarlEcosystem issues– content, devicesand networksIntro Specs MetricsUseScenarios
  17. 17. ©2013 LHST sarlRequirement StudyIntro Specs MetricsUseScenarios
  18. 18. ©2013 LHST sarlRequirement Study (Cahier desCharges)IntroductionPurposeScopeBusiness ModelReferencesOverviewSpecific RequirementsFunctionalityUsabilityPerformanceSecurityDesign ConstraintsSupporting InformationIntro Specs MetricsUseScenarios
  19. 19. ©2013 LHST sarlPurpose« This document will describeall the functional andnonfunctional requirements,design constraints, and otherfactors necessary to build myapplication. It will alsodescribe the expected usescenarios, business model,and evaluation metrics of theapplication‖.Intro Specs MetricsUseScenarios
  20. 20. ©2013 LHST sarlScope« This mobile application hasbeen designed as a courseproject.This work corresponds to therequirement study of the ―MobileApplications Module‖ of theMT114 module at theEMLYON.‖Intro Specs MetricsUseScenarios
  21. 21. ©2013 LHST sarlBusiness Model• Describe the application’s targetaudience by needs• Specify how the applicationsfunctions and processes providemeasurable value• Provide the user metrics withwhich the application can beevaluated• Describe how your company willmake monetize this applicationIntro Specs MetricsUseScenarios
  22. 22. ©2013 LHST sarlReferences« This mobile application hasbeen based on a study ofcomparable applicationscurrently on the market. Theseinclude :…..…..…...……‖Intro Specs MetricsUseScenarios
  23. 23. ©2013 LHST sarlApplication Overview« This product will be used…The primary users are ….The primary benefits are….The primary risks are….‖Intro Specs MetricsUseScenarios
  24. 24. ©2013 LHST sarlFunctionalityFor each function :Describe and prioritize thefunctionDiagram the dataflowDocument the requirements(preconditions and post-conditions).Intro Specs MetricsUseScenarios
  25. 25. ©2013 LHST sarlUsability and Performance• Describe the application’sinterface• Specify response time,throughput, capacity.• Business partners/integratorscan enhance the application…Intro Specs MetricsUseScenarios
  26. 26. ©2013 LHST sarlSecurityDescribe how the application willdeal with:• Authorization.• Confidentiality• Protection of enterprise data.• Backup and RecoveryIntro Specs MetricsUseScenarios
  27. 27. ©2013 LHST sarlDesign Constraints• Mobile platforms• Programming languages• Databases• Development tools• Store requirements• Legal requirements• Professional standards• OtherIntro Specs MetricsUseScenarios
  28. 28. ©2013 LHST sarlMetricsIntro Specs MetricsUseScenarios
  29. 29. ©2013 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
  30. 30. ©2013 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
  31. 31. ©2013 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
  32. 32. ©2013 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