The document discusses enterprise mobile applications. It begins with an introduction to mobile applications and their classification as browser-based, native, or hybrid. It then discusses factors to consider when deciding between web and native apps. Key points made include the size and growth of the app economy, trends in mobile development skills and revenue models, and challenges organizations face in developing enterprise mobile solutions. Benefits are seen as increased efficiency, sales opportunities, and regulatory compliance, but skills gaps and integrating innovation pose challenges.

1. ©2013 LHST sarl
MT114
Bringing business into
context
Enterprise
Mobile Apps
Prof. Lee SCHLENKER schlenker@em-lyon.com

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Agenda
Intro Application MetricsImpact

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Mobile Commerce
• Mobile e-commerce: Transacting
with an e=commerce site via a mobile
device.
• Mobile payment: Payment using the
smartphone as the conduit.
• Mobile commerce (in-store): The
ability to purchase physical goods in
the store via an app that interacts
with the store’s point-of-sale system
John Caron
Intro Application MetricsImpact

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4
Mobile Applications
• Mobile Apps are apps or
services that can be pushed to
a mobile device or downloaded
and installed locally.
• Classification
• Browser-based:
apps/services developed in a
markup language
• Native: compiled applications
(device has a runtime
environment). Interactive apps
such as downloadable games.
• Hybrid: the best of both
worlds (a browser is needed
for discovery)
Intro Application MetricsImpact

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Web app or native?
• Does the development team possess the
appropriate technical skills?
• Are traditional web apps in place that can
be adapted to the mobile browser?
• What devices does the app have to run on?
• Does the app need access to device
features, for example, GPS, accelerometer,
camera, touch-screen microphone, battery
information, and so on?
• Does the app need internet access always,
sometimes or never?
• How critical is it that the app exhibit native
look and feel?
• Will the app process sensitive data, and is
storage of that data on devices restricted by
corporate standard?
• How are users to update the app?
Intro Application MetricsImpact

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The Size of the App Economy
• US app industry has been
found to have more
than 466,000 jobs
• The app development industry
is providing more jobs than
software publishing and the
telecom carriers
• The industry produced $20
billion in revenue, with Apple’s
App Store alone registered as
having 124,475 active
publishers adding content to it.
Intro Application MetricsImpact

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Mobile Apps and the Job Market
Intro Application MetricsImpact

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Mobile Project Manager
• http://www.lafrenchmobile.com/emploi-chef-de-
projet-developpement-applications-mobile-
iphone-ipad-,23.html
• http://www.metiers.internet.gouv.fr/metier/chef-
de-projet-web-mobile
• http://mobs.fr/archives/job-tag/chef-de-projet-
mobile/
Intro Application MetricsImpact

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What’s changed?

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Context over Process
• Context : The setting
(circumstances) in which an event
occurs
• Process : A structure of activities
and tasks in response to customer
demands
• Processes are models whereas
context reflects patterns of
interaction
• Context has geographical and
social dimensions
Saavedra
Intro Application MetricsImpact

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A loss of corporate control
• Who is in charge of
the physical device?
• Who controls the
software on the
device(including the
OS) ?
• Who controls the way
the device connects?
• How secure are the
back end systems
that are accessed
through mobile apps?

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Changing IS skills
• Analyse the user experience and
the context in which they « work »
• Design applications essentially
from web services
• Understand how the various
mobile platforms are built
• Develop mobile strategies that
match the underlying business
models
Intro Application MetricsImpact

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Redefining Computing

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Giving « an application » new meaning
• Aesthetic, convenient user
interface
• Asynchronous
Communication
• Always-on network
connectivity
• Critical personal data
• Built-in interactivity
Intro Application MetricsImpact

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Revenue Models
• Advertising revenue
• Brand Takeovers
• Download fees (and upgrades)
• In-app purchases
• Subscriptions
• Two-sided model (the app as a
platform)
Paulina Delgado Soots
Intro Application MetricsImpact

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Current Trends
1. Backend as a Service (BaaS). BaaS has
emerged as an alternative to mobile
middleware, the software that connects
disparate mobile applications.
2. REST APIs. Mobile--along with cloud, social
and 'big data'--is changing the complexion of
application integration.
3. Mainframes and legacy
applications. Increasingly, development
leaders are forced to measure the worth of
existing applications against brand new
mobile and Web apps.
4. Web vs. native browsers. How will HTML5
impact open source software and mobile
applications, and will it catch on with
developers. Stéphanie Mann

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Entreprise Applications
Analyst firm Gartner, in its tech predictions for 2012 and beyond, foresees that by 2015,
mobile app development projects will outnumber native PC projects by a ratio of four to
one

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Top Enterprise Applications
• Email is nearing full saturation
• Real time business
intelligence is receiving a lot of
attention
• Custom internal mobile app
development has moved up
substantially
• Custom sales tools remain
stable
• ERP is ranked 10th in 2012.

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Business Value
Intro Application MetricsImpact

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Building Enterprise Applications
• Custom internal mobile app
development has moved up
substantially
• First step in moving from
mobile apps to a mobile
strategy
• Recognition of the importance
of corporate context and
culture
• The notion of mobile first :
designing applications around
mobility scenarios
• ERP is in 10th place for 2012.

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Client facing applications
• The dominance of B2C and
social networking applications
is of little surprise
• The presence of of B2B
applications is important tool in
supporting corporate
ecosystems
• Location based services need
to be invented.
• Why is consumer BI so far
down the list?

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Business Benefits
Intro Application MetricsImpact

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Enterprise Mobile Apps
• Entreprise mobile
solutions will generate $40
billion in sales
• Manufacturing is the
largest vertical market
• Mobile payments is a
major market
• Perceived benefits include
operational efficiency,
sales, compliance and
security

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Demand, supply or metrics ?
Tata Consulting, 2013

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Corporate focus
• Enterprise mobile
solutions will generate
$40 billion in sales
• Manufacturing is the
largest vertical market
• Mobile payments is a
major market
• Perceived benefits
include operational
efficiency, sales,
compliance and
security

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Corporate objectives
• The major objectives for
mobile development
today are productivity
gains, supporting the
mobile workforce.
• Cost savings, and market
pressures are often cited
as secondary drivers
• The need to cater to
employee demands isn’t
yet a priority

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Organizational challenges
• The biggest obstacle
appears to be internal
knowledge and skills
• The ability to project the
ROI of a solution is a
major challenge
• Security and
maintenance are other
notable concerns
• « Mobile first » isn’t yet
clearly defined

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Technical Challenges
• Technical challenges include
finding the right balance
between IT and operational
objectives
• Developing and enforcing a
mobile policy is equally
challenging
• Understanding and then
integrating innovation is also
often cited.

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Who initiates and who decides?
• According to SAP,
initiatives are often
undertaken at the CXO
level
• IT staff itself is rarely at
the origin of a project
• Why are the views of
customers and partners
so far down this list?