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"Opportunistic to Strategic" by Gemma Coles, Mubaloo

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Sizing the EU App Economy / Brussels, Belgium / 13th February 2014

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"Opportunistic to Strategic" by Gemma Coles, Mubaloo

  1. 1. Opportunistic to Strategic Eurapp Gemma Coles, Director of Mobile Strategy, Mubaloo gemma.coles@mubaloo.com @GemmaEColes
  2. 2. WHO WE ARE 200 App s
  3. 3. OUR CLIENTS Finance Insurance Public Enterprise Retail Gaming Construction Logistics Telco IT Events Pharma
  4. 4. MOBILE ECOSYSTEM Business Objective Environment EMPLOYEE CHANNEL / PROVIDER Revenue Growth Service Product Web Media Physical Operational margin Process ERPs CRMs MDM CMS Visibility CLIENT / PROSPECT MOBILE PRESENCE Focus Integration Proprietary systems How? Make life easier for the user
  5. 5. FROM APPS THAT DRIVE CONSUMER ENGAGEMENT… THE MET OFFICE Weather app Over 8 million downloads to date Mubaloo has delivered both apps on time and to a high spec which we are extremely pleased with Charles Ewen, Head of web and media
  6. 6. … TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES UNITE PLC Maintenance team app Job management and workforce planning app enables visibility and efficiency in the maintenance team. Now in full use across the estate, the app has contributed to a 30% increase in productivity. Ashley Hewson, Head of IT, UNITE
  7. 7. … TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES UNITE PLC Maintenance team app Job management and workforce planning app enables visibility and efficiency in the maintenance team. Now in full use across the estate, the app has contributed to a 30% increase in productivity. Ashley Hewson, Head of IT, UNITE
  8. 8. THE JOURNEY SO FAR 2009 - 2010 2011 2012 - 2013 2014 & beyond RECOGNISING THE POTENTIAL OF MOBILE APPS BUILDING BUSINESS INTELLIGENCE TRANSFORMING ENTERPRISE MOBILITY ENABLING THE BIGGER VISION Pioneer Trusted Voice Visionary Game Changer “A company at the cutting edge of a digital revolution” FT “Mubaloo gave insight on how to develop design & secure apps” TabTimes “Enterprise App Developer 2013!” ME Awards 2012 “Helping their clients execute complex mobile strategies” SourcingLine acquired formed
  9. 9. MOBILE STRATEGY Strategy WHAT WE DO A vision for embracing mobile, and a strategic roadmap for an enterprise app presence USER EXPERIENCE Evaluation, definition and creative exploration of the potential for an app Ecosystem App System integration, MDM and other practical principles for an operational framework APP DELIVERY Operations IT INFRASTRUCTURE Creation, implementation, release and ongoing support of an app
  10. 10. The journey from “we need an app” to “how can we help our customers & employees”?
  11. 11. API first Mobile first
  12. 12. SUSTAINABLE APPS - AN INTEGRATED APPROACH App OPTIMISED THIN CLIENTS DATA DISPLAY & UX API Layer Accessible THE API LAYER A 2 WAY PROXY FOR THE EXCHANGE OF DATA Lean Light Stable Scalable CMS / Admin Portal RULES ENGINE / DATA HANDLING CRM SOCIAL MEDIA INTEGRATION SECURE AUTHENTICATION VOUCHERING / PAYMENT DATABASE CMS AD DISTRIBUTION USER TRACKING CAMPAIGN MANAGEMENT External Tools PUSH NOTIFICATIONS Backend Systems BUG TRACKING PERFORMANCE TRACKING CENTRAL SYSTEMS Backend Infrastructure / Hosting SERVER HARDWARE NETWORK STORAGE SERVER ENVIRONMENT THE MIDDLEWARE PUZZLE PROCESSING VIA 3RD PARTY SYSTEMS OR MIDDLEWARE MOBILISED BACKEND CORPORATE TOOLS & BUSINESS INTELLIGENCE FOUNDATIONS A STABLE ENVIRONMENT FOR SECURE STORAGE & SCALABILITY
  13. 13. PHASED INVESTMENT – DEFINING THE ROADMAP Ph 1 Ph 2 Ph 3 Ph 4 Mobile Strategy Strategy / UX / IT Infrastructure Workshop Discovery API & Implementation KPIs Assigned & Tracked Implementation of Phased Rollout Plans Proof of Concept User Journeys Identified Prototype Creation & User Testing Live Launch App Scope Prioritised App Scope Refined App Delivery & Launch in Core Markets Ongoing Analysis Rollout Discussion of target platforms & geodistribution Consideration of future rollout requirements Rollout to Further Remaining Markets
  14. 14. THE POWER OF A PROTOTYPE
  15. 15. PRINCIPLES & METHODOLOGIES – POLICIES & BEST PRACTICE Principles Business Intelligence API First Game Changing Sustainable Secure Scalable Prototypes Test Plans & Metrics User Testing Agile / Waterfall Development Web / Native / MEAP In-house / Outsource Methods
  16. 16. SCALABLE – A BIGGER VISION Business Principles API Layer, Mobile Brand Guidelines Employees Customers Devices, Security, Distribution Engineers Call Centre Exec Team Data Model, User Journey, Business Processes UK DE Localised Content & Systems Partners / Re-sellers
  17. 17. APP DEVELOPMENT – WHAT HAS WORKED FOR US • In-house multi-disciplined team • Emphasis on Mobile Strategy, UX & IT Infrastructure • Enterpreneurial, rewarding culture • Enterprise focus • Flexible locations • Clear internal processes
  18. 18. THE BIG OPPORTUNITY 1. Coders need to look beyond the code 2. Consumer apps are just the tip of the iceberg 3. Take a longer view - mobile is here to stay
  19. 19. THANK YOU @Mubaloo /Mubaloo-Limited /MubalooLtd /Mubaloo LONDON BRISTOL 1 Heathcock Court Embassy House 415 Strand Queen’s Avenue London, WCR 0JT Bristol, BS8 1SB +44 (0) 203 327 8333 Gemma Coles Director of Mobile Strategy gemma.coles@mubaloo.com @GemmaEColes +44 (0) 117 973 3983

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