Strategy on Mobile Applicationsfor your organizationBoonyanit Mathayomchan, Ph.D.Mahidol University International Collegeb...
Does business needmobile applications?YES !!The obvious answer probably is
GOOD !!! .... thenLet’s make something likeAngry Bird game !
BUSINESSCUSTOMEREMPLOYEEINVESTORPARTNER“domestic”“foreign”“neighbor”Who need what type of mobile applications?
STRATEGY(1) APP FOR INTERNAL USES(2) APP FOR CUSTOMERS(3) INNOVATION
(1) APP FOR INTERNAL USES
EMPLOYEEIncrease efficiencyminimize manpowerminimize task timeminimize errorHumans make error.Task involves processes.Some ...
EMPLOYEEStrategy : Increase efficiencyminimize manpowerminimize task timeminimize errorBring tool to the problem and tackle...
PARTNERYou don’t produce all data by yourself. Some data must come from others.Obtain necessary information from partnersW...
Architecture for Mobile Applicationservice 1 service 2 service 3 service 4The shadow of mobile app is the system onthe ser...
APP FOR CUSTOMERS
CUSTOMER Your customers are not the same !Their lifestyles are not the same.Their expectations are not the same.How they h...
Chart : kissmetricsData : allthingsd.comCUSTOMERS
CUSTOMERSSource: Flurry Analytics ,Apr 2013
Chart : kissmetricsData : gz.comCUSTOMERS
CUSTOMERSThey keep their data with others.... in the cloud.
Source : Compuware (done by equation research)“From a research in Feb 2011,74% of consumers will wait 5seconds before aban...
If they like it..CUSTOMERS
If they don’t like it..CUSTOMERS
CUSTOMERSThey RESEARCH about everything !
Lifestyles --> usage moves toward mobile,mobile gaming,information oriented,embrace services in the cloud,embrace social n...
APPLifestyles: Provide accurate information throughvarious channels:Expectations: Offer good value to customersHandle issu...
Provide High Quality Services(*) Utilize communication capability2-way (real time)communication:-SMS-MMS-e-mail-text chat-...
Provide High Quality Services(*) Provide (configurable) various speed ofresponseQuick -SMS-App notificationMedium - e-mailSl...
Provide High Quality Services(*) Demonstrate your high quality products/servicesCUSTOMERS- Provide limited version- Provid...
Provide High Quality Services(*) Utilize location informationGeographic Information System SmartphoneDigital + AnalogCUSTO...
(*) Utilize location informationHow to acquire this information.Direct: Your app keeps track of location.In-direct: get fr...
(*) Utilize location informationwhere you areHow to acquire this information.Direct: Your app keeps track of location.In-d...
(*) Utilize location informationwhere you are where you wereHow to acquire this information.Direct: Your app keeps track o...
(*) Utilize location informationwhere you are where you were where you will be?How to acquire this information.Direct: You...
image: http://www.ibrahimevsan.de/2008/05/20/der-fixierungs-code/(3) INNOVATION
Can we still innovate?INNOVATION
Don’t take what we have as the best way....INNOVATION
The phone is just a small part of the story..INNOVATION
INNOVATION
Don’t afraid to build hardware !INNOVATION
INNOVATION
Look from various angles
Q&A-----------------------------------------------------------------------------------------------------------------------...
ThankYou
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Strategy on Mobile Applications for your organization

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Presentation at IMC Institute's Training "Planning on Mobile Strategy" 29-30 May 2013 by Dr. Boonyanit Mathayomchan

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Strategy on Mobile Applications for your organization

  1. 1. Strategy on Mobile Applicationsfor your organizationBoonyanit Mathayomchan, Ph.D.Mahidol University International Collegeboonyanit.mat@mahidol.ac.thLecturer, Computer Science MUICAssistant Dean for Information Technologyand Education Technology, MUIC
  2. 2. Does business needmobile applications?YES !!The obvious answer probably is
  3. 3. GOOD !!! .... thenLet’s make something likeAngry Bird game !
  4. 4. BUSINESSCUSTOMEREMPLOYEEINVESTORPARTNER“domestic”“foreign”“neighbor”Who need what type of mobile applications?
  5. 5. STRATEGY(1) APP FOR INTERNAL USES(2) APP FOR CUSTOMERS(3) INNOVATION
  6. 6. (1) APP FOR INTERNAL USES
  7. 7. EMPLOYEEIncrease efficiencyminimize manpowerminimize task timeminimize errorHumans make error.Task involves processes.Some process can be improved.Many small improvements lead to significant impact.Humans with a wrong tool make more errors.It is difficult to replace good employee.It is expensive to keep unproductive employee.INTERNAL USES
  8. 8. EMPLOYEEStrategy : Increase efficiencyminimize manpowerminimize task timeminimize errorBring tool to the problem and tackle it.You can avoid typing by utilizing information come with device such date-time,location, or data from external sensors.Ex:Apple store changed regular checkout process with mobile system.Ex:Warehouse workers use device to get and check about job detail.You can avoid writing by typing, choosing options on screen, scanning (barcode or nfc).Changi Airport (Singapore) uses touch screen feedback system to get request aboutthe restroom.INTERNAL USES
  9. 9. PARTNERYou don’t produce all data by yourself. Some data must come from others.Obtain necessary information from partnersWin TogetherShare necessary information from partnersTransparency helps building strong partnership.Ex: availability, expected products, shipping time.INTERNAL USESStrategy
  10. 10. Architecture for Mobile Applicationservice 1 service 2 service 3 service 4The shadow of mobile app is the system onthe server (or in the cloud).API FacadeService Oriented ArchitectureINTERNAL USES
  11. 11. APP FOR CUSTOMERS
  12. 12. CUSTOMER Your customers are not the same !Their lifestyles are not the same.Their expectations are not the same.How they handle issues are not the same.CUSTOMERS
  13. 13. Chart : kissmetricsData : allthingsd.comCUSTOMERS
  14. 14. CUSTOMERSSource: Flurry Analytics ,Apr 2013
  15. 15. Chart : kissmetricsData : gz.comCUSTOMERS
  16. 16. CUSTOMERSThey keep their data with others.... in the cloud.
  17. 17. Source : Compuware (done by equation research)“From a research in Feb 2011,74% of consumers will wait 5seconds before abandoning thesite”Image : http://fatherrays.blogspot.com/2011/06/waiting-well.htmlCUSTOMERS
  18. 18. If they like it..CUSTOMERS
  19. 19. If they don’t like it..CUSTOMERS
  20. 20. CUSTOMERSThey RESEARCH about everything !
  21. 21. Lifestyles --> usage moves toward mobile,mobile gaming,information oriented,embrace services in the cloud,embrace social networksExpectations -> high quality, reasonable price,quick responseHandle issues -> extremeCUSTOMERS
  22. 22. APPLifestyles: Provide accurate information throughvarious channels:Expectations: Offer good value to customersHandle issues -> Offer channels for feedback and furthercommunications (WEB, APP)CUSTOMERSm-WEBWEBInnovateQualityPriceStrategyIntegrate with major services
  23. 23. Provide High Quality Services(*) Utilize communication capability2-way (real time)communication:-SMS-MMS-e-mail-text chat-voice chat-video conference-in-app communicationCUSTOMERS
  24. 24. Provide High Quality Services(*) Provide (configurable) various speed ofresponseQuick -SMS-App notificationMedium - e-mailSlow - e-mail summary reportCUSTOMERS
  25. 25. Provide High Quality Services(*) Demonstrate your high quality products/servicesCUSTOMERS- Provide limited version- Provide configurable purchase- let user experience our design- let user test stability and performance- let user buy what they want (In-App purchase)- gather more honest feedback from real customers- let words of mouth spread- Integrate with social networks
  26. 26. Provide High Quality Services(*) Utilize location informationGeographic Information System SmartphoneDigital + AnalogCUSTOMERS
  27. 27. (*) Utilize location informationHow to acquire this information.Direct: Your app keeps track of location.In-direct: get from other sources (Twitter, FB, Image )CUSTOMERSProvide High Quality Services?
  28. 28. (*) Utilize location informationwhere you areHow to acquire this information.Direct: Your app keeps track of location.In-direct: get from other sources (Twitter, FB, Image )CUSTOMERSProvide High Quality Services?
  29. 29. (*) Utilize location informationwhere you are where you wereHow to acquire this information.Direct: Your app keeps track of location.In-direct: get from other sources (Twitter, FB, Image )CUSTOMERSProvide High Quality Services?
  30. 30. (*) Utilize location informationwhere you are where you were where you will be?How to acquire this information.Direct: Your app keeps track of location.In-direct: get from other sources (Twitter, FB, Image )CUSTOMERSProvide High Quality Services?
  31. 31. image: http://www.ibrahimevsan.de/2008/05/20/der-fixierungs-code/(3) INNOVATION
  32. 32. Can we still innovate?INNOVATION
  33. 33. Don’t take what we have as the best way....INNOVATION
  34. 34. The phone is just a small part of the story..INNOVATION
  35. 35. INNOVATION
  36. 36. Don’t afraid to build hardware !INNOVATION
  37. 37. INNOVATION
  38. 38. Look from various angles
  39. 39. Q&A--------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------
  40. 40. ThankYou

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