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Mobile
Business
Productivity is a measure of
your ability to act on real-time
information
 Focus : what does the
organisation look like ?
 Target : what are your trying to
improve ?
 Knowledge : what do you ne...
©2013 L. SCHLENKER
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficiency
Network...
I. Introduction
II. Impact
III. Value levers
IV. Case studies
V. Metrics
Intro Value CasesImpact
• Giffgaff - gaelic for mutual giving
reflected in their manifesto
• Social CRM : member gets
member, eVouchers, goodybags...
• In 97 countries around the world, there are
now more mobile devices than there are
people.
• There were 158.1 million mo...
Mobility rather than Mobile
• Mobility is radically different from the
"desktop" experience
• Mobility is a "lean back" ex...
• US app industry has been
found to have more
than 466,000 jobs
• The app development industry
is providing more jobs than...
• Entreprise mobile solutions will
generate $40 billion in sales
• Manufacturing is the largest
vertical market
• Mobile p...
Intro Application MetricsImpact
• Context over process
• What does productivity mean?
• Ecosystems rather than products
• A loss of corporate control
• Re...
• Context : The setting (circumstances) in
which an event occurs
• Process : A structure of activities and
tasks in respon...
• The Smartphone isn’t a consumer product
but an ecosystem
• Brands are becoming platforms
• Customer experience is the fo...
?
• An era of “continuous productivity” -
Stephen Sinofsky
• Strategy is execution-centric.
• Productivity depends on coll...
A loss of corporate control
• Who is in charge of the
physical device?
• Who controls the software on
the device(including...
Intro Value CasesImpact
• Aesthetic, convenient user
interface
• Asynchronous Communication
• Always-on network connectivity
• Critical personal d...
• Analyse the user experience and the
context in which they « work »
• Design applications essentially from web
services
•...
• Advertising revenue
• Brand Takeovers
• Download fees (and upgrades)
• In-app purchases
• Subscriptions
• Two-sided mode...
• Use patterns
• Funnel analysis
• Consumer behaviour
• Social graphs
• Behavioural economics
Nolan Wright
Intro Value Cas...
• Zaarly is a buyer-powered
market - focus on what people
want than what they have
• Creates a broad, transparent,
and soc...
• A mobile work marketplace connecting
businesses to their communities
• Crowdsourcing model – Users are paid to
collect, ...
• Shopkick, lancée en août 2010 à Palo
Alto
• C’est une application de géolocalisation
permettant de gagner des points et
...
• Productivity is the ability
transform data into action
• Roambi changes raw business
data into interactive graphics
• Co...
• Peek can diagnose retinal and optic
nerve diseases.
• The phone’s screen is used to
conduct various vision tests, and al...
• Sales assiTurns your phone or
tablet into a cash register.
• Flat 2.75% per swipe fee
• Shop assistants become
personal ...
• City1Tap aggregates real-time
information on city services, news,
shopping and entertainment with
loyalty programs
• The...
• Giffgaff - gaelic for mutual giving
reflected in their manifesto
• Social CRM : member gets
member, eVouchers, goodybags...
Intro Value CasesImpact
• Why are users are failing to complete proposed
activity?
• Monitor conversion rate using unique visitors
and click-throu...
• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of your message
through...
• Why your user base does what it does?
• Tracking time and location to map out
the spaces where "what's going on"
happens...
• How does your data elucidate user
behavior?
• Social graphs are the global mapping
of your customer base and how
they're...
©2013 L. SCHLENKER
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficiency
Network...
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Newcastle Mobile Business 2015

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Newcastle Mobile Business 2015

  1. 1. Mobile Business Productivity is a measure of your ability to act on real-time information
  2. 2.  Focus : what does the organisation look like ?  Target : what are your trying to improve ?  Knowledge : what do you need to know ?  Leverage : what “tools” can you leverage ?  Value : how do you measure success ? Objectives Information Systems The Internet Data and Information The Problem The Challenges
  3. 3. ©2013 L. SCHLENKER Focus Improve Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficiency Networks Relationships Emerging Interactions Innovation Mobility Context Embedded Proximity Relevancy Intro Value CasesImpact
  4. 4. I. Introduction II. Impact III. Value levers IV. Case studies V. Metrics Intro Value CasesImpact
  5. 5. • Giffgaff - gaelic for mutual giving reflected in their manifesto • Social CRM : member gets member, eVouchers, goodybags • Customer service is member driven • Giffgaff labs – crowdsourcing product testing • Payback for miles, cash or charities Intro Value CasesImpact
  6. 6. • In 97 countries around the world, there are now more mobile devices than there are people. • There were 158.1 million mobile payment users worldwide in 2011 and the numbers should reach 1 billion in 2016. • IDC predicts that by 2014 there will have been over 76 billion mobile apps downloaded • By 2015, 500 millions smartphones and 200 millions tablets will be in circulation 'Forecast: Mobile Application Stores, Worldwide, 2008-2014 Intro Value CasesImpact
  7. 7. Mobility rather than Mobile • Mobility is radically different from the "desktop" experience • Mobility is a "lean back" experience like sitting in the metro watching a video • It is also "lean forward" — like shopping at the FNAC during a lunch break • In many cases, it's "lean free" when you're scanning news headlines or photos from friends in class • Mobile is nuts, bolts, and infrastructure, while mobility is the context which determines customer value David Armano Intro Value CasesImpact
  8. 8. • US app industry has been found to have more than 466,000 jobs • The app development industry is providing more jobs than software publishing and the telecom carriers • The industry produced $20 billion in revenue, with Apple’s App Store alone registered as having 124,475 active publishers adding content to it. Intro Value CasesImpact
  9. 9. • Entreprise mobile solutions will generate $40 billion in sales • Manufacturing is the largest vertical market • Mobile payments is a major market • Perceived benefits include operational efficiency, sales, compliance and security Intro Value CasesImpact
  10. 10. Intro Application MetricsImpact
  11. 11. • Context over process • What does productivity mean? • Ecosystems rather than products • A loss of corporate control • Rethinking computing • Giving an application new meaning • Changing IT skills • Revenue models • Defining business value Intro Application MetricsImpact
  12. 12. • Context : The setting (circumstances) in which an event occurs • Process : A structure of activities and tasks in response to customer demands • Processes are models whereas context reflects patterns of interaction • Context has geographical and social dimensions Saavedra Intro Value CasesImpact
  13. 13. • The Smartphone isn’t a consumer product but an ecosystem • Brands are becoming platforms • Customer experience is the foundation of value • Passions and connections are more important than features and functions Greg Satell, Innovation Excellence Intro Value CasesImpact
  14. 14. ? • An era of “continuous productivity” - Stephen Sinofsky • Strategy is execution-centric. • Productivity depends on collaboration • Individuals own devices, organizations develop and manage IP. • Everyone uses the tools of management Intro Value CasesImpact
  15. 15. A loss of corporate control • Who is in charge of the physical device? • Who controls the software on the device(including the OS) ? • Who controls the way the device connects? • How secure are the back end systems that are accessed through mobile apps? Intro Value CasesImpact
  16. 16. Intro Value CasesImpact
  17. 17. • Aesthetic, convenient user interface • Asynchronous Communication • Always-on network connectivity • Critical personal data • Built-in interactivity Intro Value CasesImpact
  18. 18. • Analyse the user experience and the context in which they « work » • Design applications essentially from web services • Understand how the various mobile platforms are built • Develop mobile strategies that match the underlying business models Intro Value CasesImpact
  19. 19. • Advertising revenue • Brand Takeovers • Download fees (and upgrades) • In-app purchases • Subscriptions • Two-sided model (the app as a platform) Paulina Delgado Soots Intro Value CasesImpact
  20. 20. • Use patterns • Funnel analysis • Consumer behaviour • Social graphs • Behavioural economics Nolan Wright Intro Value CasesImpact
  21. 21. • Zaarly is a buyer-powered market - focus on what people want than what they have • Creates a broad, transparent, and social marketplace • 43 percent of the items are requests for "stuff, 40 percent for services, and 17 percent for "access to experiences“ • Business model based on transactional sales Intro Value CasesImpact
  22. 22. • A mobile work marketplace connecting businesses to their communities • Crowdsourcing model – Users are paid to collect, capture and report real-world data • Work includes verify a street name, photograph a menu, report on red-light cameras, confirm product placements in stores • The company currently targets real- estate, local, travel, government, consumer research, and retail « Gigwalk connects people with businesses to get work done anywhere “ Intro Value CasesImpact
  23. 23. • Shopkick, lancée en août 2010 à Palo Alto • C’est une application de géolocalisation permettant de gagner des points et recevoir des coupons promotionnels • Plus de 2,3 millions de consommateurs ont téléchargé l’application générant ainsi plus de 2 millions d’entrées physiques en magasin • Une fois en magasin, des taux de conversion en clients de 15 à 20%. • Au total, plus 700 millions de produits ont été consultés via l’application dont 7 millions ont été scannés durant une visite en magasin. Intro Value CasesImpact
  24. 24. • Productivity is the ability transform data into action • Roambi changes raw business data into interactive graphics • Connects to Excel, Salesforce, Microsoft SQL… • Push, pull, slice and dice the data Intro Metrics SpecsUse Scenarios
  25. 25. • Peek can diagnose retinal and optic nerve diseases. • The phone’s screen is used to conduct various vision tests, and all the data is geolocated using the phone’s built-in GPS. • The patient record, the application is then sent to a clinic for analysis. • This mobile solution costs around 350 Euros compared to more than 115 000 Euros for traditional laboratory equipment. Intro Metrics SpecsUse Scenarios
  26. 26. • Sales assiTurns your phone or tablet into a cash register. • Flat 2.75% per swipe fee • Shop assistants become personal sales assistants • Mobile workers become cashier free Intro Metrics SpecsUse Scenarios
  27. 27. • City1Tap aggregates real-time information on city services, news, shopping and entertainment with loyalty programs • The interface allows users to search for services and alerts • The app’s behavioral engine uses a proprietary algorithm to analyze user’s activities and deliver targeted, personalized content. Intro Metrics SpecsUse Scenarios
  28. 28. • Giffgaff - gaelic for mutual giving reflected in their manifesto • Social CRM : member gets member, eVouchers, goodybags • Customer service is member driven • Giffgaff labs – crowdsourcing product testing • Payback for miles, cash or charities Intro Value CasesImpact
  29. 29. Intro Value CasesImpact
  30. 30. • Why are users are failing to complete proposed activity? • Monitor conversion rate using unique visitors and click-through rates. • Landing pages provide the biggest challenge to digital challenges. • Reduce number of steps to facilitate engagement. • Reduce the number of fields that require user input. • Check for leaks: visitors might not be dropping completely but using other routes. Cian O' Sullivan Intro Value CasesImpact
  31. 31. • What aspects of your app are influencing the mindset of your users? • Monitor the « stickiness » of your message through number of visits, time spent per visit, citations and redirects. • What customer challenges/opportunities are you addressing? • What skills and knowledge are you targeting? • How does your application fit into the story that your customers are trying to tell? Intro Value CasesImpact
  32. 32. • Why your user base does what it does? • Tracking time and location to map out the spaces where "what's going on" happens. • Context is a means of measuring the extent to which a vision (product, service, idea) can be shared • Social spaces are constructed from a vision, “actors”, repeatable events, and outcomes. Intro Value CasesImpact
  33. 33. • How does your data elucidate user behavior? • Social graphs are the global mapping of your customer base and how they're related • Capture and monitor identity, quality and structure of relationships with others • Emergent behaviors – what new business opportunities might be explored? Alex Iskold Intro Value CasesImpact
  34. 34. ©2013 L. SCHLENKER Focus Improve Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficiency Networks Relationships Emerging Interactions Innovation Mobility Context Embedded Proximity Relevancy Intro Value CasesImpact

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