1.
HOW TO CREATE
A MOBILE
STRATEGY
askjekkeland@aiim.org Cell 240-491-7498
Image: Michael Sohn,
AP

2.
Welcome to the Mobile Era
Console Terminals PC Laptop Notebook
Smart
Phablet
Direct
Connection
RS-232 Ethernet
Dial-Up
Modem
Broadband
3G / 4G
WiFi / Fibre
IT Only Specialist
Office
Worker
Mobile
Workforce
Any
Employee
Customers
Data Room
Location
Based
Company
Wide
Customer
Site
Home
Working
Anywhere
1960 1970 1980 1990 2000 2010
Location
User
Connectivity
Device
Mobility (Distance from Source)
Timeshare Multi-User
Client-
Server
Web AppsInterface
Source: George
Parapadakis, IBM

3.
Mobile - The New IT Platform
“Mobile Computing will become the standard
universal computing platform on the planet”
- Michael Saylor, Chairman and CEO of Microstrategy
“When the platform change, the leaders change”
- Seth Godin, best-selling author and marketing guru
WordPerfect went from market
leader to irrelevant in only 2
years when the platform
changed from DOS to Windows

4.
Mobile Changes Behavior
 67% of organizations consider mobile
technologies to be important or extremely
important to improving their business
processes (source: AIIM)
 30% of young professionals feel that the
ability to work remotely with a flexible
schedule is a "right.” (Source: Cisco)
 28% of cell owners used their phone while
inside a store to look up reviews of a product
to help decide if they should purchase it or
not (Source: Pew Internet)
 We check our cell phone every six and half
minute (Source: Tomi Ahonen)

5.
Example: Mobile Retailing
 Apple’s iBeacon and QualComm’s Gimbal Beacon allows you
to track mobile customer down to 2 feet using low-energy
Bluetooth.
 Price is $5 per beacon – supported by Android and Apple
iOS7+.
 Use this to communicate offers, provide information, accept
payment.

6.
Example: Mobile Medication
 FDA has now
approved new
chip-embedded
pills.
 The smart pills
report back to a
sensor and your
smartphone
when meds
have been
ingested.

7.
Example: Mobile Telemedicine
 US general practitioners
make in average $186,000
per year, and specialists
$340,000, while Indian GP’s
earn $5,260.
 You will soon by able to
schedule an online
assessment by a doctor for
only $10.
 Review of your online medical
record
 Assessment via mobile video
call.
 No waiting!

8.
Example: The Mobile Home
 The new ZigBee wireless control standard allows
manufacturers to embed small, cheap, low-power digital
radios into their products
 Possible ZigBee applications
 Lighting controls
 Fitness monitoring
 Access control
 Asset management
 TV controls
 Irrigation
 Toys and games
 And many more…

9.
Mobile2Mobile
 Mobile often enables customers to bypass companies
 New players provide a platform for connecting mobile
customers
Hotels
vs.
Taxis
vs.
Restaurants
vs.
Source: Jeremiah Owyang, Crowd Companies

10.
Mobile Disrupts
Say goodbye to…
 Keys
 Wallet
 Keycards
 Credit cards
 Remote controls
 ID cards
 Baby monitors
 Pocket cameras
 Navigation systems
 Watches
 Remote controls
 And many more…

11.
Get Ready for the Future
EVERY organization has to progress through
a “wilderness moment” according to H.
James Dallas, COO of Medtronics.
A wilderness moment is…
“When you know what
you’re doing is NOT the
right thing AND you don’t
know what the right thing to
do is yet”
Image source: http://arthistory327.wordpress.com/2012/09/15/perception-of-

12.
Top 10 Strategic Technology Trends 2014
Mobile Device Diversity and Management
Mobile Apps and Applications
The Internet of Everything
Hybrid Cloud and IT as Service Broker
Cloud/Client Architecture
The Era of Personal Cloud
Software Defined Anything
Web-Scale IT
Smart Machines
3-D Printing
You Have to Address it Now!
 “The Future
is already
here – it’s
just not
evenly
distributed”
 William
Gibson

13.
Don’t Do Random Acts of Mobile
 Enterprises spend $Billions on mobile
apps every year …
 More then 70% of apps were discarded
before the end of the year (source: MGI
Research).
 Don’t just do random acts of mobile
 “Why don’t we have a mobile app?”
 Address instead the strategic role of
mobile.
 Reach
 Commerce and loyalty
 Customer journey
 Distributed workforce
By 2020, our smart
phones will have
the capability of
storing and
accessing as much
information as
IBM’s Watson and
supercomputers
can (source: IBM)
Source: Bill Seibel, Mobiquity

14.
 Seth Godin defines a tribe as a
group of people connected to one
another, connected to a leader,
and connected to an idea that
inspires their passion.
 Leadership is the art of giving
people a platform for spreading
ideas that work.
 Tribes grow when people recruit
other people. That’s how ideas
spread as well. They don’t do it for
you, of course. They do it for each
other.
Provide a Mobile Platform

15.
Provide Value to Customers
 Customer
 What value do you provide to customers?
 What does it mean that customers now carry around a geo-
aware connected computer?
 Information
 What are the tasks that need to be mobilized?
 What type of information will help customers at time of
need?
 Infrastructure
 How can you provide this to customers when, where, and
how they want it?
 What is the required infrastructure? Complement or replace
existing solutions?

16.
Mobile Decision Framework
Source: Fed Gov CIO Council’s “Mobile Computing Decision Framework”
https://cio.gov/wp-content/uploads/downloads/2013/05/Mobile-Security-Decision-
Framework.pdf

17.
Source: Fed Gov CIO Council https://cio.gov/wp-content/uploads/downloads/2013/05/Federal-Mobile-Security-Baseline.pdf
Mobile Governance

18.
Thank You
Atle Skjekkeland, Chief Operating Officer, AIIM
askjekkeland@aiim.org
Twitter: @skjekkeland
Picture courtesy of Oscar Berg