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Newcastle search2013

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Newcastle search2013

  1. 1. ©2012 LHST sarlMobilityBringing business into contextLee SCHLENKER – EMLYONNewcastle Business SchoolApril 19th, 2012
  2. 2. ©2012 LHST sarlAGENDAIntro Application MetricsImpact
  3. 3. ©2012 LHST sarlWHAT EXACTLY IS MOBILITY?What is our organizationalfocus?What are we trying toimprove?What knowledge do we needto capture?What can we leverage toimprove the system?How will we measure theresults?Focus Improve Knowledge Leverage MeasureMobility Context Embedded Proximity PertinenceIntro Application MetricsImpact
  4. 4. ©2012 LHST sarlMARKET SCOPE In 97 countries around the world, thereare now more mobile devices than thereare people. Global mobile application store revenuetopped $15 billion in 2011 By 2015, 500 millions smartphones and200 millions tablets will be in circulation There were 158.1 million mobilepayment users worldwide in 2011 andthe numbers should reacf 1 billion in2016.Forecast: Mobile Application Stores, Worldwide, 2008-2014Intro Application MetricsImpact
  5. 5. ©2012 LHST sarlTHE SIZE OF THE APP ECONOMY US app industry has been foundto have more than 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.Intro Application MetricsImpact
  6. 6. ©2012 LHST sarlProsper Mobile Insights askedsmartphone users what smartphonefunction they cannot live without, andone in five (22%) said texting, followedby internet (17%) and texting (16%).MOBILE phone use21.6%16.7%15.7%7.8%6.9%5.9%4.9%2.0%2.0%1.0%TextingInternetEmailCallGPSFacebookAppsNewsBluetoothCalendarIntro Application MetricsImpact
  7. 7. ©2012 LHST sarlA study from the etailing group and Coffee Table, “The„Shopping Mindset‟ of the Mobile Consumer,” indicatesthat tablet users are more likely than smartphone usersto engage in online buying and/or browsing on adaily, weekly, several times per month, and monthlybasis than smartphone users.The specificity of tablets users6%16%17%11%10%15%25%10%19% 19%12%7%9%24%Daily Weekly Severaltimes permonthOnce amonth4 or moretimes peryearLess than 4times peryearNeverSmartphone TabletiPad for Business Survey 2012IDG ConnectIntro Application MetricsImpact
  8. 8. ©2012 LHST sarlGIFFGAFF Giffgaff - gaelic for mutual givingreflected in their manifesto Social CRM : member getsmember, eVouchers, goodybags Customer service is member driven Giffgaff labs – crowdsourcingproduct testing Payback for miles, cash or charitiesIntro Application MetricsImpact
  9. 9. ©2012 LHST sarlSHOPKICK Shopkick, lancée en août 2010 à PaloAlto C’est une application de géolocalisationpermettant de gagner des points etrecevoir des coupons promotionnels Plus de 2,3 millions de consommateursont téléchargé l’application générantainsi plus de 2 millions d’entréesphysiques en magasin Une fois en magasin, des taux deconversion en clients de 15 à 20%. Au total, plus 700 millions de produitsont été consultés via l’application dont 7millions ont été scannés durant unevisite en magasin.Intro Application MetricsImpact
  10. 10. ©2012 LHST sarlROAMBI Focus here is on clearlycommunicating data andanalytics in real time Roambi is a mobile BIsolution Roambi transforms reportsand data into interactivedashboards Roambi Flow blends theanalytics with other content totell the story behind thenumbersIntro Application MetricsImpact
  11. 11. ©2012 LHST sarlZAARLY Zaarly is a buyer-poweredmarket - focus on what peoplewant than what they have Creates abroad, transparent, and socialmarketplace 43 percent of the items arerequests for "stuff, 40 percent forservices, and 17 percent for"access to experiences“ Business model based ontransactional salesIntro Application MetricsImpact
  12. 12. ©2012 LHST sarlINTRODUCTIONIntro Application MetricsImpact
  13. 13. ©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 interacts withthe store’s point-of-sale systemJohn CaronIntro Application MetricsImpact
  14. 14. ©2012 LHST sarlMOBILE APPLICATIONS Mobile Apps are apps orservices that can be pushed toa mobile device or downloadedand installed locally. Classification• Browser-based: apps/servicesdeveloped in a markuplanguage• Native: compiled applications(device has a runtimeenvironment). Interactive appssuch as downloadable games.• Hybrid: the best of both worlds(a browser is needed fordiscovery)14Intro Application MetricsImpact
  15. 15. ©2012 LHST sarlAPPLICATION TYPESIntro Application MetricsImpact
  16. 16. ©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 mobilecouponing, offers, location, check-ins, etc. become personalized to theindividual shopper based on who theyare, what they like, where theyare, what they want, and what they’vejust scanned or purchased.John CaronIntro Application MetricsImpact
  17. 17. ©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
  18. 18. ©2012 LHST sarlCHANGING IS SKILLS Analyse the user experience andthe context in which they « work » Design applications essentiallyfrom web services Understand how the various mobileplatforms are built Develop mobile strategies thatmatch the underlying businessmodelsIntro Application MetricsImpact
  19. 19. ©2012 LHST sarlGIVING « AN APPLICATION » NEWMEANING Aesthetic, convenient userinterface AsynchronousCommunication Always-on networkconnectivity Critical personal data Built-in interactivityIntro Application MetricsImpact
  20. 20. ©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
  21. 21. ©2012 LHST sarlEMERGING APPLICATIONS Location Based Services Users are already showing interest as illustrated byincreasing use of text message alerts on localnews/weather/traffic reports Location information available on increasing number ofdevices Mobile Payments Mobile TicketingIntro Application MetricsImpact
  22. 22. ©2012 LHST sarlAPPLICATIONIntro Application MetricsImpact
  23. 23. ©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
  24. 24. ©2012 LHST sarlORGANIZATIONAL 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 leaks24Intro Application MetricsImpact
  25. 25. ©2012 LHST sarlTECHNICAL 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 client25Intro Application MetricsImpact
  26. 26. ©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 sourceSDK, using C++ and a set of powerful APIs. Sencha Touch - Sencha Touch is anapplication framework build to leverageCSS3, HTML5, and JavaScript.Intro Application MetricsImpact
  27. 27. ©2012 LHST sarlECOSYSTEM ISSUES– CONTENT, DEVICES ANDNETWORKSIntro Application MetricsImpact
  28. 28. ©2012 LHST sarlMOBILE APPLICATION PROJECT MANAGERIntro Application MetricsImpact
  29. 29. ©2012 LHST sarlCONSUMER CATEGORIESIntro Application MetricsImpact
  30. 30. ©2012 LHST sarlADAPTING STRATEGY TO CONTEXTIntro Application MetricsImpact
  31. 31. ©2012 LHST sarlSEGMENT BY CUSTOMER NEEDSIntro Application MetricsImpact
  32. 32. ©2012 LHST sarlGROWTH AREAS Location based services and alsoprovide content sharing over socialnetworking Mobile knowledge workers on the mov: CRM, SCM, ERP Point of sale (POS) terminals forpayment delivery functionsIntro Application MetricsImpact
  33. 33. ©2012 LHST sarlMETRICSIntro Application MetricsImpact
  34. 34. ©2012 LHST sarlFUNNEL ANALYSIS Why are users are failing to completeproposed activity? Monitor conversion rate using unique visitorsand click-through rates. Landing pages provide the biggest challengeto digital 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
  35. 35. ©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
  36. 36. ©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
  37. 37. ©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
  38. 38. WORKSHOP
  39. 39. ©2012 LHST sarlANALYSIS: VIDEO CLIPCan you make a difference? Individual assignment What have you learned from your case? Delivery: video analysis Evaluation criteria :personalization, insight, dissonance Length : maximum four minutes Exploring digital intermediationTotal points possible: 30Objectives Problem InternetInformation IS

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