This document discusses the opportunity that mobility provides for businesses to reinvent themselves beyond just mobilizing existing processes and products. It provides examples of companies that have innovated their offerings and business models through mobile, such as a smart pill bottle that improves medication adherence. The document advocates that companies should not just mobilize their existing business but reinvent it, and provides drivers for innovating products, business models and processes. It concludes by stating that reinvention starts with understanding customers and employees.

1. DON’T MOBILIZE
YOUR BUSINESS
– REINVENT IT!

2. MOBILITY IS AN OPPORTUNITY
TO REINVENT YOUR BUSINESS
THE MANAGER OF YOUR FIELD WORKERS TEAM HAVE ASKED FOR
A MOBILE SOLUTION TO ENABLE THEM TO ACCESS CUSTOMER
INFORMATION AND LOG DATA DURING CUSTOMER VISITS. YOU
INTERVIEW THE KEY STAKEHOLDERS ABOUT THEIR NEEDS, MAP
OUT THE PROCESS AND DESCRIBE THE MOBILE CUSTOMER
JOURNEY THROUGH A FLOW CHART AND WIREFRAMES. THE
SOLUTION IS DEVELOPED AND DEPLOYED AND JUST 6 MONTHS
LATER PRODUCTIVITY INCREASES SUBSTANTIALLY FOR THE TEAM
AS THEY REDUCE THE AMOUNT OF ADMINISTRATION WORK ON
A PC BY 4 HOURS PER WEEK AND DATA ACCURACY IS INCREASED.
MISSION ACCOMPLISHED? WRONG!
THROUGH MOBILE, ORGANIZATIONS CAN INNOVATE THEIR
OFFERINGS AND THE WAY THEY WORK IN TWO WAYS:
1. HARNESSING MOBILE TO ENERGIZE THEIR EXISTING PRODUCT
OFFERINGS AND WORKERS. MOBILE CAN SERVE TO KEEP A
COMPANY’S PRODUCT OFFERINGS MORE COMPELLING AND
RELEVANT TO ITS TARGET MARKETS AS WELL AS MAKING
EMPLOYEES MORE PRODUCTIVE, SATISFIED AND ENABLING
BETTER CUSTOMER SERVICE.
2. TAPPING MOBILE TO DEVELOP ENTIRELY NEW OFFERINGS.
MOBILE CAN OPEN ENTIRELY NEW WORLDS OF REVENUE. DIGITAL
IN GENERAL AND MOBILITY ESPECIALLY IS AN OPPORTUNITY TO
REINVENT YOUR BUSINESS INCLUDING PRODUCT, PROCESS AND
BUSINESS MODEL INNOVATION. SO DON’T JUST MOBILIZE YOUR
EXISTING BUSINESS AND ORGANIZATION - REINVENT IT!
TO HIGHLIGHT WHAT WE MEAN, HERE ARE SOME GREAT EXAMPLES
OF PRODUCT, PROCESS AND BUSINESS MODEL INNOVATION.

3. “THERE’S A WAY TO DO
IT BETTER – FIND IT!”
- THOMAS EDISON

4. GLOWCAP: SMART MEDICATION REMINDERS
Half of people on medication have forgotten to take their
prescription medicines on time (or at all), and more than $100 billion
is spent annually because of excess hospitalizations stemming
from poor medical prescription adherence. It’s all too clear that
remembering something as simple as taking medications on time,
every time, is anything but easy.
Instead of just developing an application that reminds people to
take their medicine, Vitality reinvented the pill bottle with Glowcap
to help patients with reminders to take the medicine, keep track of
how many pills they’ve taken and get a refill when the pill bottle is
empty, plus much more. The product increases consumption of the
pills to what the doctor ordered and reduces issues associated with
patients not taking their medicine.

5. PROGRESSIVE: SMART CAR INSURANCE
After analysis of billions of miles in driving data, Progressive found
that key driving behaviors—like actual miles driven, braking, and
time of day of driving—carry more than twice the predictive power of
traditional insurance rating variables, like a driver’s age, gender and
the year, make and model of the insured vehicle.
Progressive therefore gave auto insurance customers the option
of installing a tracking device connected to the car and get 10-15%
discount if they drive in accordance with what is considered “correct”
behavior. The device provides more data for the insurance company
to reduce risk and increase profit but more importantly increases
safety and reduces accidents on the roads. The same concept has
since been launched by lots of other car insurance companies.

6. VIGGA: BABY CLOTHES RENTAL
Consumers are being urged to extend the life of their clothing to
avoid millions of tonnes of garments ending up in landfills every
year. Especially for children’s clothes, that are only worn for a short
period of time.
Vigga provides a children’s clothes rental membership service.
Sign up and a couple of weeks ahead of the due date of the child
the Vigga changing bag is ready for collection, complete with the
newborn’s first beautiful wardrobe. The clothing is ethically made
in organic fabrics, in a neutral unisex design. As soon as the child
outgrows the newborn size, members are supplied with the next
size up and the newborn clothing will be returned to Vigga, where
it will be environmentally-friendly dry cleaned and made ready for
another new baby.

7. INDUSTRIAL CLEANING: A NEW BUSINESS MODEL
One of DMI’s clients is a global leader in cleaning industry technology
and related machinery. The biggest complaint from customers is when
the machinery breaks down due to lack of maintenance. They aimed
to solve this by analyzing cleaning machine telemetry data, ERP and
other data to provide better information to its field services team, sales
people and customers. We helped them design a solution which
monitors performance, usage, issues and predicts when maintenance
is required. The customers as well as the company’s Business Service
Contractors, can now confirm whether the cleaning has taken place
and the location of the machines themselves. Fleet service metrics
can also be reviewed to optimize overall operations. The company can
also monetize its data by marketing this solution to its customers as a
new service and introduce new business models such as pay-as-you-
clean as an alternative to renting the actual machinery.

8. MORE EXAMPLES
Nicolas Bry provides an excellent list of Business Model innovation
in his blog Rapid Innovation in Digital Time.
BCG lists four approaches to business model innovation in here.
And then of course there is the Business Model Canvas that
we’ve been using at DMI to continuously document, evaluate and
review our own business model and opportunities for change,
enhancements and optimization.

9. WHAT ARE THE DRIVERS OF
PRODUCT, BUSINESS MODEL
AND PROCESS INNOVATION?

10. POSSIBLE DRIVERS OF PRODUCT INNOVATION
> Changes in customer requirements/behavior
> Adding more functions/features to meet demand or needs
> Increasing salability (appearance) or product’s life cycle
> Improving quality and reliability
> Reducing processing and manufacturing costs
> Enhancing ease in manufacturing (removing unnecessary or
complicated attributes)
> Standardization and simplification efforts in an organization

11. POSSIBLE DRIVERS OF BUSINESS MODEL INNOVATION
> Pricing and Offering, (e.g. moving from one-off purchase to
subscriptions such as Spotify and Amazon Unlimited)
> Distribution and Channels
> Sharing economy (e.g. Zipcar and Airbnb)
> Design and Manufacturing
> Two-sides and asymmetric (e.g. Google’s free to consumer and
advertiser pays model)
> APIs (e.g. flighstats data)
> Platform (e.g. force.com)

12. POSSIBLE DRIVERS OF PROCESS INNOVATION
> Improving quality of output
> Improving productivity and efficiency
> Controlling and reducing process wastage or work in
process inventory
> Reducing processing time or cost
> Ensuring timely delivery
> Reducing health hazards and improving safety of workforce
> Forced by product design or technology changes

13. “IMPLEMENTING BEST
PRACTICE IS COPYING
YESTERDAY, INNOVATION IS
INVENTING TOMORROW.”
- PAUL SLOANE

14. WHERE DO YOU START?
According to an article in Harvard Business Review, very few
organizations routinely think, “How can we tweak our business
model? How can we find a better, more efficient, greater value-
creating business model?” Managers and organizations would
benefit by thinking deeper about the design and not thinking about
it as a one-time or once in two years thing of, “Is there a better way?”,
but as an ongoing, dynamic capability that the firm has. Mobility
projects are a great opportunity to not only mobilize what you have,
but to rethink what you do and how you work.
So you want to venture into the unknown and reinvent rather than
just mobilizing. Where do you start? There’s a myriad of different
innovation processes and methodologies but whichever one you
choose, start with your customers and employees.

15. THE FIRST END-TO-END
MOBILITY COMPANY IN
THE WORLD.
www.dminc.com
At DMI we help businesses and government
organizations reinvent themselves through mobility.
Are you looking for a partner that can help you
innovate? Contact us for more information!