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Ci&T: Mobile Estratégico mas sem Estratégia

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Não precisamos mais discutir a importância do tema. Mobilidade é o caminho, e não há volta. O momento não é mais do "Por que Mobile?" mas sim "Como?" A Ci&T está pronta para apoiar o seu negócio a sair apenas do campo das ideias e definir a melhor estratégia de execução para o seu projeto de mobilidade, considerando todas as dimensões e complexidades envolvidas.

Contate-nos: www.ciandt.com

Published in: Technology
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Ci&T: Mobile Estratégico mas sem Estratégia

  1. 1. Mobile:estratégico!(mas sem estratégia?!?)Leonardo AbdalaMobile Strategistlabdala@ciandt.comPaulo CamaraHead of Mobilityproberto@ciandt.com24 de abril de 2013
  2. 2. "Would you tell me, please,which way I ought to go fromhere?""That depends a good deal onwhere you want to get to!""I don’t much care where...""Then it doesn’t matterwhich way you go..."
  3. 3. 27 milhões......e crescendo!
  4. 4. "Enterprise apps will become the new operating system""Managing mobile devices wont just be giving employeeswhat they want""IT will continue to be consumerized""By 2015, mobile application development projects targetingsmartphones and tablets will outnumber native PC projects by aratio of 4-to-1."Source: Gartner and Forrester previsions for 2013 and beyond
  5. 5. Convergênciafocada no usuárioMobile Social Informação CloudConsumerização +Onipresença de smart devices
  6. 6. Gartners Nexus of ForcesContexto paraentregar experiênciasdigitais personalizadase aprimoradasLiga as pessoasumas as outras deformas novas einesperadasPlataforma parainterações sociais eexperiências digitaisefetivasPermite a entregade informação efuncionalidades parausuários e sistemas
  7. 7. its a revolution, baby!
  8. 8. o que roda no device...
  9. 9. embaixo dágua...user experience(UX)integração combackenddistribuiçãométricasgerenciamentoe evoluçãoarquiteturatecnológica
  10. 10. UX NÃO É UIuser experienceuser interface
  11. 11. HTML5? Nativo?Híbrido?
  12. 12. Depende...Fonte: Forrester
  13. 13. "ENTERPRISE READY"de tecnologia earquiteturacom sistemas debackendda informaçãoperformance ede dadosfuncionamentoconvergênciaintegraçãosegurançaescalabilidadesincronizaçãooffline/onlineWECARE!
  14. 14. Gartners Nexus of ForcesContexto paraentregar experiênciasdigitais personalizadase aprimoradasLiga as pessoasumas as outras deformas novas einesperadasPlataforma parainterações sociais eexperiências digitaisefetivasPermite a entregade informação efuncionalidades parausuários e sistemas
  15. 15. distribuição e pós go-livecomo fazer com que a aplicação chegue na mão dousuário?como gerenciar o ciclo de vida da aplicação?como garantir atualizações?
  16. 16. Analytics# downloads da sua app não diz praticamentenada....o que você está aprendendo sobre o seu usuário /cliente?como está usando esse conhecimento?isso comprova ou não as suas hipóteses sobregeração de valor para o negócio?aprendizado contínuo
  17. 17. Cenário multidimensionalÉ urgente criar uma visão multidimensional de seusclientes para tornar suas experiências realmente pessoais
  18. 18. WHATFOR
  19. 19. ESTRATÉGIA MOBILE
  20. 20. premissas fundamentais1Mobile como meio● geração de receita● fidelizar clientes● redução de custosoperacionais● agilizar tomada dedecisão● valorizar a marca2inovação sustentável● foco no valor para onegócio● uso intenso e criativo daspossibilidades existentes● integração "sem traumas"com ecossistema atual deTI3TI como agente transformador● pró-atividade na liderançada estratégia mobile● postura viabilizadora● agilidade tática mas compensamento estratégico
  21. 21. "A rampant inefficiency in traditional enterprise technology development isthe attempt to build the perfect product before it’s released to users. (…)Development teams are now focusing on building MVPs whenever possible.(…) allows service providers to efficiently test their hypotheses and ultimatelycreate a product that slowly and continuously evolves into what it should be,not what people think it should be."Brian Murray, Yammeraprendizado contínuobaseado em métricascriar e evoluir MVPs(minimun viable product)
  22. 22. Business DriversIT Capabilities & ConstraintsMobility Architecture GuidelineAgile Delivery AnalyticsUXValueEngineeringINPUTSTOOLS
  23. 23. como operacionalizarMobile COE (Center of Excellence)projetosreação rápida
  24. 24. como operacionalizarMobile COEprojetosreação rápidaaprenderfazeradaptar
  25. 25. Mobile COEperfil multi-disciplinar (negócio, TI, UX,arquitetura, etc)respaldo executivocriar e manter roadmap mobilelidera o processo de aprendizadofoco em ideation, UX e arquitetura
  26. 26. WHATFOR WHO
  27. 27. Ci&TsProduct Canvas
  28. 28. visão sistêmicadirecionamentopara a tomada dedecisõesinputs para umplanejamentosustentável ecom senso deurgência aomesmo tempo
  29. 29. http://www.dreamstime.com/royalty-free-stock-photo-messy-bedroom-image871785Decisões precipitadas"Paralysis by Analysis" ?
  30. 30. PeopleObjectivesStrategyTechnologyhttp://www.brusselspictures.com/2007/12/30/zinneke-pis/“Mobile strategies fail because they focuson the technology first, not the customer.”– Forrester
  31. 31. 1-6People
  32. 32. 2-6People
  33. 33. 3-6People
  34. 34. 4-6People
  35. 35. 5-6People
  36. 36. 6-6People
  37. 37. 1-6Objectives
  38. 38. 2-6Objectives
  39. 39. 3-6Objectives
  40. 40. 4-6Objectives
  41. 41. 5-6Objectives
  42. 42. 6-6Objectives
  43. 43. 1-5Strategy
  44. 44. 2-5Strategy
  45. 45. 3-5Strategy
  46. 46. 4-5Strategy
  47. 47. Strategy“Cupcake first, cake along the way.”
  48. 48. 1-5Technology
  49. 49. 2-5Technology
  50. 50. 3-5Technology
  51. 51. 4-5Technology
  52. 52. 5-5Technology
  53. 53. plano(s) de projeto(s)roadmap(s)spin-offs de outros "product canvas"
  54. 54. http://www.modresdes.com/2010/11/how-to-create-neat-and-tidy-kid-room/
  55. 55. ObjectivesAdaptado de: Forrester Research Inc. – “Mobile Objectives Follow Overall Business Objectives”estratégia globalobjetivos dobusinessobjetivos mobileque irão suportaros objetivos dobusinessTips from the Trenches
  56. 56. Tips from the Trenches
  57. 57. Tips from the Trenches
  58. 58. http://sportsillustrated.cnn.com/more/news/20130117/lance-armstrong/Finalmente, lembre-se de que o ProductCanvas é algo "vivo”, que pode e deve serrevisto de tempos em tempos!Tips from the Trenches
  59. 59. ?
  60. 60. Obrigado!Leonardo AbdalaMobile Strategistlabdala@ciandt.com@leonardoabdalaPaulo CamaraHead of Mobilityproberto@ciandt.com@proberto98

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