Gone are the days when it was enough to build solutions that handled one specific problem. Organizations must work from a new, contemporary baseline to build out their mobile strategy.
An appropriate Enterprise Mobility Strategy is one that is holistic in nature, meaning that it includes the business and technology as well as governance aspects of mobility.
We lay out a comprehensive set of criteria so that you can establish and manage a complete mobile strategy.
Mobile Strategy: Be in ControlA Guide to Formulating and Implementing Your Enterprise Mobility Strategy
Mobile is so important; put your best people on mobile. If you don’t have a mobile strategy, you are no longer relevant. Eric Schmidt Former CEO and current Executive Chairman, Google2 Mobile Strategy: Be in Control
Mobile Solutions the way we see itThe flood of new mobile technology and the rapidity withwhich it is changing offers new business opportunities but Developing andalso brings along its own set of challenges. Customersnow expect to have access to products and services from implementing aanywhere, via both the web and apps, using the device oftheir choosing to interact and transact. Mobile workers look comprehensive mobileto mobile solutions to help them be more productive and strategy is important toefficient. many firmsEven the most technically sophisticated corporate ITinfrastructure is challenged by the mobility demands coming Forrsights: Mobility Dominatesat them from all directions, both internally and externally. Enterprise Telecom Trends in 2011,Gone are the days when it was enough to build solutions Forrester Research Inc., July 22, 2011that handled one specific problem. Organizations must workfrom a new, contemporary baseline to build out their mobile Whether it is to have greater customer interaction, increasedstrategy. productivity, or reduced costs, many companies are recognizing that mobile technology has a significant impactA mobile strategy needs to holistically define business on their organizational effectiveness. And in today’s worldobjectives, key target groups and processes, policies, of high expectations, fierce competition, and ever-changingmanagement and governance structures, quality assurance technology, companies are also leveraging mobile solutions tomeasures, and tangible measurement models for continuous further differentiate themselves from the competition.tracking of return on investment (ROI). These are the mobilestrategy pillars. They should be used to focus thinking on thefuture growth and acceleration of an entire company and tocreate its relevant technology and implementation roadmap. What Is an Enterprise Mobility Strategy?Market Trends An Enterprise Mobility Strategy is one that is holistic in nature, meaning that it includes the business and technology as wellMobility is omnipresent in almost every aspect of our lives. as governance aspects of mobility. This all-embracing viewWe keep in touch with family and friends using mobile web of strategy is critical to securing the success of future mobileand apps over a plethora of social networks. Entertainment, implementations. An Enterprise Mobility Strategy definessuch as online games and streaming media, is available from business goals and objectives, lays out an implementationanywhere. Across all markets, consumers and customers roadmap on how to get there, determines policies forhave shown that they are not only ready but also able to governance and defines relevant measurement models tobuy, download and use apps and often prefer to use their follow-up on ROI.mobile devices to share experiences, be inspired and maketransactions. Benefits of an EnterpriseConsumerization of IT is determining mobile usage patternsfor many key employee and customer groups. Workers in Mobility Strategytheir daily sales, service or management routines have come When you create and execute a well-planned mobile strategyto expect that the information they need to accomplish their for your enterprise, you can:tasks will be current and readily available through their mobile • Maximize ROI and leverage your current enterprisedevices. By arming mobile workers and mobile customers technology, such as Enterprise Resource Planning,with real-time access to information and services, these Customer Relations Management , etc.users now expect to be “always on,” so they can get relevant • Decrease integration requirements and effortinformation about customers, prospects, partners, products, • Reduce end-user training needsand more – on demand. For businesses, how to connect • Increase customer satisfaction through quicker responsewith these customers and the personnel that are part of their times and a personalized experienceremote workforce are mobile decisions that need to be given • Improve productivity and employee efficiency throughserious consideration. accelerated responsiveness and accuracy • Improve quality and availability of information enterprise-wide. 3
From the standpoint of your customers, mobile solutions allow It is important that all stakeholders agree on a unified visionthem to connect and interact more freely and easily with you. for the organization, especially when it comes to businessMobile solutions allow your employees to collaborate with requirements, project goals, and potential process changes.partners, automate data entry, extend the power of business Once a strong, committed, representative team is assembled,applications, and manage a broad range of transactions – we suggest the following set of elements as criteria foranytime, anywhere. establishing and managing a comprehensive mobile strategy:Enterprises are continuing their transformation to highlyfluid and distributed organizations where key decisions are Policiesbeing made at the point of interaction. Ultimately, the ability Every enterprise needs a mobile strategy policy rulebook thatto improve the speed with which these decisions are made targets both long-term goals and short-term objectives. Itand how to draw people at the edges of an organization should cross multiple processes and technologies and defineinto the process are setting apart best-in-class operations. multiple management disciplines. Often implementationsOrganizations are looking to mobile computing and wireless unravel because an organization has not set out clear policiescommunications solutions to enable these real-time remote for enterprise-wide compliance. Key elements of the policytransactions. Add customer service becoming a more rulebook should show:critical – and revenue-generating – segment of operations • Documented support and endorsement from seniorand it seems likely that investment in mobility solutions will management for the company’s mobile strategy and itscontinue unabated. related efforts • A structured approach to gathering and prioritizing new mobile initiativesGetting Started on Your • A budgetary framework for costs relating to enterpriseEnterprise Mobility Strategy mobility (including strategy efforts, services, software, licenses and hardware).We recommend that the process of bringing together a Objectivescomplete Enterprise Mobility Strategy begins with defining It is necessary to determine from the very start what theand setting up a Mobility Steering Group. This entity should overall goals and business objectives are and what theinclude representatives from stakeholder groups such appropriate operational alignment within the organizationas marketing, sales, IT, and business owners. In some is. Revenue generating and cost saving objectives need toscenarios, it may even be relevant to include end users in the be laid out in detail, as well as serve as overall objectives forsteering group. improving the effectiveness of every part of the organization. Figure 1: The critical success factors for establishing and managing a comprehensive mobile strategy 1 2 3 4 5 6 Policies Measurement Mobile Strategy Objectives Management Technology Scope4 Mobile Strategy: Be in Control
Mobile Solutions the way we see itIt is essential to evaluate internal and external processes to back end systems, i.e. billing systems, as well as scale up thedetermine what needs to change to achieve the objectives pace when mobile usage grows. This is especially importantand how changes to business processes will impact business when multiple applications or cross-applications are involved.goals within the organization. Implementation of mobileprojects is usually the beginning of a more comprehensive The decision about what architecture to use usually boilsbusiness transformation. In some cases it’s a planned initiative down to a choice between a common mobile infrastructureand in others, it’s simply because mobile implementation or one cobbled together from independent applications. Ifcreates the opportunity. the decider for this is an IT-based decision maker the focus will usually be more on the technical aspects of the mobileScope implementation including reliability, availability, complianceKey target groups need to be identified, be it different with open standards, interoperability, support, security, andcustomer groups or internal users such as executives, mobile recovery. If the decision is handled by the business owners,workers, or employees of other businesses. By defining the focus will usually be on functionality, return on investmentnew processes or clarifying the processes with the highest and gaining operational efficiencies. To be truly successful,potential for improvement using mobile technologies, the the decision must be one that takes into account all aspectseffort of designing well-aligned and supporting features of the process so that the solution selected will best achievebecomes more efficient. It is especially important to consider the desired results for the enterprise.the information being made available to the mobile devicesand how this information might support the user: Some integration questions to be asked:• For mobile customers, successful solutions are geared • Which back office (back end) hardware and software will to helping them find, buy, transact, and manage be impacted? information quickly and easily, as well as for branding and • What is the level of interoperability? marketing purposes • What enterprise software is already in place (legacy, CRM,• In the case of mobile workers, many first-time mobile ERP, supply chain, etc.)? applications tend to focus on mobile business intelligence, • Are there market solutions built for integration purposes, collaboration, and eliminating paper through automation like a Mobile Enterprise Application Platform (MEAP), of business processes. A newly automated process will already available? (Make sure your team is dedicated to often quickly become a critical component of a company’s building solutions, not platforms or integration layers. Don’t ongoing operation. Internal mobile applications usually reinvent the wheel.) target cost reduction or increased business productivity. As mobile technology advances and companies feel the needOften, the first tentative attempts to leverage mobile to be more competitive, there will continue to be a paradigmopportunities are focused on providing information similar shift away from siloed mobile solutions to a compositeto what’s already available on a company’s external website framework built by combining multiple services. Developing orbut optimized for mobile devices, using Responsive Web enhancing your corporate mobile strategy is the perfect timeDesign (RWD)1. Another typical approach is to use a mobile to consider such a move.application to increase a revenue stream, such as enablingcustomers to be inspired by products or services as well as It is also the perfect opportunity to consider which systemactually buying them from their devices. tools need to be part of your overall plan. There are products to cover multiple management aspects, such as:Technology • Mobile applications managementIt’s an understatement to say that technology plays an • Mobile lifecycle managementimportant role in an Enterprise Mobility Strategy. But the real • Mobile inventory and asset managementchallenge is keeping ahead of the technology changes in the • Mobile device managementmobile arena. An effective strategy needs to involve a process • Mobile operations managementthat can deal with unavoidable and constant movement in the • Cloud-based opportunities management.industry. It requires an integrated approach for your software,hardware, and communication plans so that the needs ofyour organization and its various methods of transmittinginformation are met.A fundamental technology aspect of an Enterprise Mobility 1 Responsive Web Design (RWD) is an approach to web design in which aStrategy is defining a relevant supporting system architecture site is crafted to provide an optimal viewing experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a widethat has the ability to securely and effectively integrate with range of devices (from desktop computer monitors to mobile phones) 5
Since mobile applications typically do interact with some kind • Amount of training your internal people will need to supportof back end application, an integration platform is essential. mobile solutionsThe strategy should be to avoid deployment of integration • Expect to identify a large number of both internal andplatforms that only address mobile functionality. Rather, the external opportunities.approach should be to deploy integration platforms thathave the ability to handle functionality requested through The reality is that mobile solutions are often implementedany channel, be it mobile or web applications. Companies without considering the long-term implications and changingthat already have implemented an enterprise-wide system technology landscape which, when ignored, results in creatingarchitecture based on Service Oriented Architecture principles work silos, integration nightmares, increased support costs,have an advantage when deploying new mobile applications. and frustrated mobile users. Mobility consultants who have the breadth and depth of experience to know what works,An increasing number of companies are adopting a “Bring what doesn’t, and why that is the case can be an invaluableYour Own Device” (BYOD) strategy towards devices used by asset when implementing mobile enterprise solutions.their employees. It’s important that the strategy encompassesmultiple scenarios: Management• A mobile customer might prefer to use a smartphone in one Defining clear, comprehensive management processes can scenario and a tablet in another. Apps optimized for each mean the difference between a failed and a successful mobile form factor are essential, as is Responsive Web Design for strategy. Some recommendations to consider: mobile web access. • Establishing procedures for dealing with employees’• Some employees may choose to use one type of device; changing needs and requirements, covering areas like other employees may choose to use several types of Bring Your Own Device, securing access to sensitive devices and platforms. network resources, setting up an internal App Store and• A mobile worker handling frozen foods in a cold-room providing a self-service portal warehouse, for example, would fare far better with a touch • Agreeing on and adopting an agile project screen and a stylus than with a phone-style keypad, for the development approach simple reason that he wears bulky gloves all day. • Including User Experience Experts, User Interface Experts and senior developers and testers in your projectsAnother key consideration in your mobile technology planning • Implementing efficient design and coding guidelinesis to understand what information is needed for the user • Setting up a structured approach to mobile testing thatto effectively perform the task at hand. High quality user includes both a way to define test processes and how toexperience and interface design is critical to ensure that the prepare the infrastructure for testing through emulators,workflow matches the way the user performs her task – not cloud-based device services and through physical devicesnecessarily the way the paper form or website was organized. • Addressing platform diversity (many client platforms inCross platform tools and technologies can emerge from many versions), functional test automation, and end-to-endthe need to address several different mobile platforms. It’s performance testing as part of an overall testing plan.important to understand when these solutions are appropriateand cost efficient and when they are counterproductive and An overarching focus on reliability and quality assessmentlead to poor usability and design. is essential if the enterprise is to avoid the possibility of damaging the corporate image or revenue loss due toA successful technology implementation strategy often unavailability of a service.takes into consideration two dimensions: business benefitsand complexity. By mapping each opportunity to these Measurementdimensions, it helps clarify where the process should start, No strategy is complete without the ability to measure itsi.e., where business benefits can be optimized with the lowest deliverables. It’s critical to define key metrics for estimating,level of complexity possible. managing and following up the implemented solutions. Some central Key Performance Indicators(KPIs) include:Other things to consider as part of your implementation • New revenue generated through the mobile channelstrategy: • Cost savings driven by mobile solutions• Multi-site, multi-country, multi-language, implementation • Customer and user satisfaction• User experience and user interface design policies • Benchmarking of scope and implementation versus• Critical nature of customer representation during the industry best practice and competition testing phase • Key metrics from actual usage such as number of visits,• Maturity of your audience and how much training they number of downloads, page views, conversion, location, will need time on site/in app, path analysis, ratings, and so on.6 Mobile Strategy: Be in Control
Mobile Solutions the way we see itIt is critical that companies establish a mobile strategy that solutions. They are anything but static and you’ll need tosatisfies today’s business requirements while remaining continually measure performance against your KPIs to identifyflexible enough to evolve and adapt to technologies of the where improvement is needed.future that promise to be even more powerful and pervasive.Accelerated developments in speech recognition, form Mobile Strategy is one of five distinct yet complementaryfactors, wireless networks, augmented reality, mobile solutions encapsulated in Capgemini and Sogeti’s Enterprisewallets, new types of single purpose devices, and digital Mobility Orchestrator (See Figure 2). The Orchestratorimaging, will all be contributing factors. Mobile strategy has represents a comprehensive and modular approach thatproven itself an essential component of business strategy allows us to identify problems to be solved, objectives to beand its implementers are already enjoying measurable achieved and benefits to be realized. Our focus is on enablingbenefits in branding, revenue, productivity, cost savings, and organizations to innovate, thus helping them meet their currentoverall growth. business needs and establish a foundation for future business needs. The Orchestrator is all of our mobile knowledge in aThe Time Is Now framework of harmonized methodologies, accelerators and industrialized services that allows us to create and implementIf you want to sharpen your competitive edge, maximize your effective mobile strategies. Our approach is holistic andbusiness value and reduce the total cost of ownership, it is extends beyond basic functions to support and deliver trueimportant that you start with a well-planned mobile strategy business process transformation.that incorporates input from all key stakeholders directlyaffected by the plan: IT, business owners, end users, and Mobility surrounds us and engulfs our daily lives. Expectationsthe executive sponsors. Then, evaluate the criteria identified about mobile solutions are high and getting higher and morefor your mobile solutions from a perspective of what your impossible for organizations to ignore. In order to develop abusiness needs and what the technology can accomplish holistic, thorough mobile strategy without duplication or gaps,today, but also with an eye on the future needs of your you need to know both the right questions to ask and the rightcompany and the future of technology. Identify the KPIs that people to ask them to. And you need to do it now.your organization will be using to measure success for mobile Figure 2: As an Enterprise Mobility Orchestrator, Capgemini and Sogeti offer an end-to-end service framework Mobile Customer Enterprise Mobile Mobility Machine-to- Worker Targets Machine Enterprise Mobility Orchestrator Strategy Mobile Applications Managed Mobility Mobile Platforms Reselling Vendor Ecosystem 7