1. Applying the Mobile Litmus Test
Yonni Harif
Mobile Enterprise Executive
646-696-8213
yharif@us.ibm.com

2. But first,
quick recap…

3. Mobile Pharma Snapshot
 Number of Apps branded by Pharma / Life Sciences Companies in
app stores’ Health & Wellness or Medical Top 100?
Hint: count them on one hand
 Most apps have No Ratings in the app stores
 Most searches in app stores for company names or branded products
result in 3rd party apps
 All three major Pharma target audiences (patients, physicians,
employees) are active mobile users on smartphones and tablets
* Presented by Yonni Harif, IBM Mobile Executive, at Mobile Pharma 2014

4. Top Mistakes in Mobile Pharma
1. Mobility is an Afterthought Extension of Online
2. Patchwork Mobile Strategy and Disjointed Execution
3. Prioritizing Users Away with OS / Device-specific Focus
4. Designing Online Experiences for Mobile Screens
5. Looking at Mobile only through a Development Lens
6. Applying Online Security Tools to a Mobile Space
7. Mobile Governance Extremes - Helicopter vs. Free-range Parent
8. Apps Abandoned and Forgotten
9. Sitting on the Sidelines…
* Presented by Yonni Harif, IBM Mobile Executive, at Mobile Pharma 2014

5. Mobile Litmus Test
in 5 easy questions

6. 1
Are you building apps
for mobile devices or for mobile users?

7. 1
mobile devices versus mobile users
Desktop/enterprise use cases only or
new scenarios for users that are truly mobile?

8. 1
mobile devices versus mobile users
Excluding your users from the process or
capturing mobile needs in field?

9. 1
mobile devices versus mobile users
Exposing interface of apps only or drilling deep
into data sources?

10. 1
mobile devices versus mobile users
Not using mobile features (geo, offline, etc…) or
are you affecting mobile behavior?

11. 1
mobile devices versus mobile users
Cramming full website into mobile size screen or
mobile-prioritizing features?

12. 1
mobile devices versus mobile users
Building mega-app with +5 layers or
purposeful, focused apps?

13. 1
mobile devices versus mobile users
Not affecting the business or
generating revenue and new business lines?

14. 2
Are you locking or decoupling
design/functionality and data/infrastructure?

15. 2
locking versus decoupling
Must re-code app if data sources or backend
systems change?

16. 2
locking versus decoupling
Mobile apps integrated directly to EMR and other
systems or via buffer for security and scalability?

17. 2
locking versus decoupling
App performance hijacked by large data handling
or are you extracting mobile-specific data?

18. 3
Are you enabling mobile silos
or mobile layers in your organization?

19. 3
silos versus layers
Do you have multiple, misbranded apps in app
stores or a creative yet cohesive presence?

20. 3
silos versus layers
Does it take forever to deploy updates to apps or
can you affect change rapidly?

21. 3
silos versus layers
Are you truly leveraging your mobile CoE to drive
innovative apps or are you going elsewhere?

22. 3
silos versus layers
Managing multiple teams across different code
bases or is there reuse of assets and resources?

23. 4
Are you planning and funding
a mobile product or a mobile production line?

24. 4
product versus production line
Do you have a mobile strategy or are you
constantly playing ‘catch-up’?

25. 4
product versus production line
Are Technology and Business/Brands working
together to define and deliver on mobile needs?

26. 4
product versus production line
How often do you release a new app and how
frequently do you update an existing app?

27. 4
product versus production line
Busy maintaining bespoke mobile infrastructure or
can you focus on delivering 5-star apps?

28. 5
Are you hoping for the best or
quantifying mobile success?

29. 5
hoping versus quantifying
Can you preempt negative reviews by identifying
likely app/infrastructure issues in advance?

30. 5
hoping versus quantifying
Do you have an in-app feedback loop connecting
users with your developers?

31. 5
hoping versus quantifying
Are you tracking what physicians, employees,
vendors or patients say about your apps?

32. Mobile Litmus Test
1. Building apps for mobile devices for mobile users?
2. Locking or decoupling design/functionality and data/infrastructure?
3. Enabling mobile silos or mobile layers in your organization?
4. Planning and funding a mobile product or a mobile production line?
5. Hoping for the best or quantifying mobile success?

33. Yonni Harif
Mobile Enterprise Executive
646-696-8213
yharif@us.ibm.com