The document discusses averting the "Mobile CRM Cliff" where companies face unplanned, unfunded, and under-resourced mobile CRM projects. It provides recommendations for mobile CRM strategies including conducting a proof-of-concept, vetting requirements with stakeholders, talking to customers/employees, and identifying integration needs early. The document also covers various approaches to mobile CRM such as native apps, mobile web apps, and hybrid apps as well as decisions around buying versus building middleware.

1. @Art_Hall4 #MobileCliff
AVERTING THE MOBILE CRM CLIFF
CRM EVOLUTION 2013
August 21, 2013

2. @Art_Hall4 #MobileCliff
“THE MOBILE CRM CLIFF”
Competitive Pressures
Major power and utility company introduced a mobile CRM application to 14 million people
» Outage notifications
» Account Management
» Bill presentment and payment
Mobile CRM Hackathon
One day event for all employees to develop a mobile CRM prototype for the CEO, CIO and Vice
President of Customer Experience
Mobile CRM Project Was Born
Unplanned, Unfunded, and Under-Resourced
Lack of alignment and communication among most business and IT stakeholders
“Mobile CRM Cliff” Deadline Looms
New Year’s Eve 2012 Go-Live
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“The Mobile CRM Cliff” describes the conundrum companies face with unplanned, unfunded and
under-resourced mobile CRM projects.

3. @Art_Hall4 #MobileCliff
MOBILE CRM FRAMEWORK
2
Objectives
1. Build a compelling mobile digital channel
2. Increase web traffic to mobile channels
3. Increase customer satisfactionMobile App
Mobile Web
Hybrid
Web Technologies
Application
Development
Smart Phones
Qualitative and Quantative Customer Focused Metrics
Continuous Improvement and Benchmarking
Platforms / Delivery Engagement Devices
/ Presentation

4. @Art_Hall4 #MobileCliff
MOBILE CRM ROADMAP
3
Outage
Notifications
Billing
and
Payments
Usage and
Demand
Response
Partner
Portal
Release 1
• Map and geo-
location
• Notifications
• Transfer to Call
Center
Release 2
• Billing and payments
• Start/Stop/Transfer
service
• Transfer to Call
Center via chat
Release 3
• Usage presentment
• Local meter reading
• Disaster event
notifications
Release 4
• New Home
Connection
• Other
Option #1
• Designed for mobile browser
• Create branded app that encases a browser
window
• Includes map, searchable location input,
selected outage information.
• Add a form to report an outage through email
• Ability to call contact center
Option #2
• Create a branded app
• Includes map, geo-location and searchable
locations
• Add a form to report an outage through email
• Ability to call contact center
12/31/2012 Deadline

5. @Art_Hall4 #MobileCliff
MOBILE OPERATING SYSTEMS AND SHIPMENT MARKET SHARE
4
Know what devices and operating systems your customers are using.
Operating
System
2Q13 Unit
Shipments
2Q13 Market
Share
2Q12 Unit
Shipment
2Q12 Market
Share
Year-over-
Year Change
Android 187.4 79.3% 108 69.1% 73.5%
iOS 31.2 13.2% 26 16.6% 20.0%
Windows
Phone
8.7 3.7% 4.9 3.1% 77.6%
Blackberry OS 6.8 2.9% 7.7 4.9% -11.7%
Linux 1.8 0.8% 2.8 1.8% -35.7%
Symbian 0.5 0.2% 6.5 4.2% -92.3%
Others N/A 0/0% 0.3 0.2% -100.0%
Total 236.4 100.0% 156.2 100.0% 51.3%
Q2 2013 – Units in Millions

6. @Art_Hall4 #MobileCliff
RESOURCES
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While communication and collaboration should be “table-stakes” for the success of a Mobile CRM
project, it is not.
STAKEHOLDER ROLE RESPONSIBILITY
Customer
Experience
Champions and owns Mobile CRM / customer
channel of choice efforts
COMMUNICATE!
Business Analyst
Gathers functional / non-functional requirements.
Helps translates “technology speak” to “business
speak”
COMMUNICATE!
Solution Architect
Offers solution management and options from an
IT perspective
COMMUNICATE!
Developers
Develop Mobile CRM applications based on
requirements
COLLABORATE
Subject Matter
Experts
Understands how to get things done
STOP BEING
SELFISH AND
HELP!

7. @Art_Hall4 #MobileCliff
OVER-MOBILZATION
Use Case
Customer Experience via the Call Center IVR
While customer is waiting for the information, music plays for at least 30 seconds before
information is retrieved and given to the customer. (synchronous)
Mobile Experience
When request is via the Mobile CRM app and the customer is waiting for information, what
happens? (asynchronous)
6
Creating consistent experiences across all channels – web, mobile, call center etc. – may cause
“over-mobilization.”
Requirement Description
Report an Outage
Customer is experiencing a complete power outage and likes to determine if
power is back on or still off

8. @Art_Hall4 #MobileCliff
MOBILE CRM DESIGN CHALLENGES
7
Invest and leverage mobile user experience (UX) resources.
Web Designer Mobile UX Designer

9. @Art_Hall4 #MobileCliff
NATIVE MOBILE CRM VERSUS MOBILE WEB CRM
8
Any company creating a Mobile CRM strategy faces an important decision
A device-specific CRM app
tailored to a mobile device
and its associated operating
system, such as iOS or
Android
Native Mobile CRM
A web-based CRM
application designed to run
on any mobile device via a
browser
Mobile Web CRM

10. @Art_Hall4 #MobileCliff
NATIVE MOBILE CRM APPS CAN DELIVER THE BEST USER
EXPERIENCE
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Leveraging the full capabilities of a mobile device and operating systems offer innovative ways of
doing Mobile CRM
Security and
Versioning
• Architectural advantages over Mobile Web CRM apps as they do not need to
connect with the network as frequently as Mobile Web CRM apps
• Some users may choose to ignore an update, resulting in different users running
different version of a mobile CRM app.
User
Engagement
• Higher user adoption, volume and engagement as measured by duration of
usage per session
• Delivers higher click through rates (CTR) among the ad-serving publisher
community
• Experiences may vary by company and content category
Application
Development
• Each mobile application development platform (e.g. iOS, Android) requires its
own development process and has its own native programming language (e.g.
Java for Android; Objective-C (iOS), Visual C++ for Windows Mobile)
• Software development kits (SDKs), development tools and common user
interface elements are often by provided by the manufacturer of the platform

11. @Art_Hall4 #MobileCliff
MOBILE WEB CRM APPS STILL POSE MANY HURDLES
10
Mobile Web CRM Apps are in a period of transition.
Web vs. Native
CRM Apps
• Provides advantages of device agnosticism over native Mobile CRM apps
• Move towards HTML5 are opening up the possibility of greater number of devices
• App functionality may be limited
• Potentially greater return on investment (ROI) over native Mobile CRM apps
Application
Strategy and
Delivery
• Easily deliver, maintain and upgrade without the need for multiple versions or
distribution systems
Functionality
• Updates and screen refresh are required
• Mobile device browsers are can be limited when it comes to functionality (i.e. pop-
ups; multiple windows can make displaying alerts and error messages more difficult
Performance
• Can’t take full advantage of device features such as cameras, messaging and
scanning

12. @Art_Hall4 #MobileCliff
MANY COMPANIES DECIDE TO DO HYBRID MOBILE CRM APPS
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Companies are testing the waters with both native and web Mobile CRM apps waiting to observe
how the overall industry and user behavior evolves.
Cross-Platform
Affinity
• Enables a company to target multiple mobile platforms (e.g. iOS, Android, Windows
Mobile)
• Leverages geo-location, accelerometer or the camera
Application
Strategy and
Delivery
• Written with web technologies (HTML5, CSS3 and Java)
• Runs locally on the device; supports offline
• AppStore distribution
Functionality
• Hybrid apps use a web view control to present the web technologies in a full-screen
format, using the native browser rendering engine
• Development is not constrained to using a given web technology for only in-browser
implementations
Performance
• Don’t need the advanced graphics performance that you only can get from a native
Mobile CRM app

13. @Art_Hall4 #MobileCliff
ENTERPRISE APP STORES CAN BE TRICKY TO IMPLEMENT
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As consumerization of IT accelerates, companies must address the growing concerns over
security, management and control.
Application
Management
• Controls which apps (and versions) a user or customer can browse and download
• Removes Mobile CRM apps from mobile devices
• Track details about how employees or customers are using Mobile CRM apps
Data
Governance
• Manage data, enforce policies and ensure data quality
• Remove data from devices as necessary
Compliance
• Controls Mobile CRM apps and data in such a way that the company does not
violate any policies, standards, regulations or laws
Licensing
• Monitor and control the licensing and purchasing of Mobile CRM apps
• Reclaim apps should an employee leaves or loses a mobile device

14. @Art_Hall4 #MobileCliff
MOBILE CLOUD CRM APPS OFFERS A GREAT DEGREE OF FLEXIBILITY
13
Mobile Cloud CRM Apps can help simplify mobile app delivery and maintenance because they
provide a central access point from which to conduct and manage business.
Internal Mobile
CRM Cloud
• Mobile CRM Apps can be private
and posted on a secure Web
server that employees or
customers can access wirelessly
• Offers IT more control over how
and where sensitive data is stored
External Mobile
CRM Cloud
• Mobile CRM Apps can be public
for employees and customers to
access
• Existing cloud services are
easier in terms of getting them
up and running
ADVANTAGES DISADVANTAGES
• Mobile CRM apps are posted to
that cloud’s server
• IT loses control over how and
where sensitive data is stored
• Developing own offering requires
significant investment in
resources necessary to develop,
implement, house and maintain
across multiple mobile platforms

15. @Art_Hall4 #MobileCliff
VIRTUALIZING MOBILE CRM APPS IS FASTER THAN REBUILDING
EXISTING ONES
Approach keeps sensitive information in the data center where IT can control it (not a good user
experience)
Mobile versions of CRM applications are available in device app stores might be better for
employees and customers to use and virtualize CRM applications that employees and customers
can’t get their hands one
Virtualize an existing Windows 7 application and send it to users’ mobile devices
Delivering virtual Mobile CRM applications to mobile devices only makes sense cost-wise in
companies that have already virtualized other apps
14
Mobile Desktop Virtualization allows you to deliver a PC environment to a smartphone or tablet.
Just Because Mobile CRM Apps Can Be Virtualized Doesn’t Mean You Should

16. @Art_Hall4 #MobileCliff
MIDDLEWARE HAS A BIG ROLE IN MOBILE CRM REQUIREMENTS AND
DEVELOPMENT
15
Don’t under-estimate the level of complexity involved with enterprise integration.
Data in back-end systems you
wished to expose via a mobile
device

17. @Art_Hall4 #MobileCliff
BUY VERSUS BUILD – WHICH ONE MAKES SENSE?
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Companies will need to address middleware and session management for business and technical
requirements that require integration.
Outage Reporting Platform
Outage
Processing
Rules
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t
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f
a
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Cache
Application
DB
Metadata
R
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t
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a
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Analytics
API Security Audits
Alerts/Push
Engine
Media Handling
Outage Reporting Platform
Outage
Processing
Rules
E
I
I
n
t
e
r
f
a
c
e
Cache
Application
DB
Metadata
R
E
S
T
I
n
t
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r
f
a
c
e
Analytics
API Security Audits
Alerts/Push
Engine
Media Handling
Solution Option 1: Buy
Solution components
highlighted in orange are
available out of the box or
can be implemented through
configuration definition
Solution Option 2:
Build
All of the solution
components will need
to be custom-built

18. @Art_Hall4 #MobileCliff
BUY VERSUS BUILD – WHICH ONE MAKES SENSE?
17
Corporate approaches to Mobile CRM middleware.
CATEGORY APPROACH WHY SHOULD YOU CARE?
Mobile CRM
• Internal development
• Buy or outsource
• Native vs. Web vs. Hybrid
• Provides user experience
API Management
Development
• Internal
• External – Layer7, Mashery
• Provides metering,
throttling, oAuth etc.
REST Mobile CRM
APIs
Buy or Build • Mobile friendly web services
Process
Orchestration
Buy or Build
• Orchestrates business
transactions across existing
internal services (e.g. BPM,
CRM, API etc.)
SOAP Web Services Web Services
• Provides transactional
access to back office
applications
Back Office
Application and
Integration
Existing back office applications
• Provides information and
transactions

19. @Art_Hall4 #MobileCliff
BUY VERSUS BUILD – WHICH ONE MAKES SENSE?
18
Time and costs – both financial and maintenance - are some of the significant factors to consider in
buying or building Mobile CRM middleware.
CATEGORY BUY BUILD
Development Efforts
• Out-of-the-box functionality
available
• Significant custom development
effort required
Time to Deploy
• Pre-built functionality allows
significantly shorter time to
deploy
• Internal resource intensive
Analytics • Typically out-of-the-box
• Effort required to gather
metadata design and deploy
analytics internally
Security
• API key management is usually
out-of-the-box
• Defines API key management
framework

20. @Art_Hall4 #MobileCliff
RECOMMENDATIONS FOR AVERTING A MOBILE CRM CLIFF
Consider a Proof-of Concept (POC)
Syndicate and Vet Requirements with All Stakeholders
Talk to Your Customers / Employees – Don’t Keep Things a Secret
Identify Enterprise Integration Requirements and Implications Early
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Four keys to help you with your Mobile CRM project.

21. @Art_Hall4 #MobileCliff
KEEP IN TOUCH
20
Art Hall
Alvarez & Marsal Business Consulting LLC
3424 Peachtree Road, Suite 1500
Atlanta, Georgia 30326
ahall@alvarezandmarsal.com
Direct: 404-260-4152
Mobile: 404-759-9158

22. @Art_Hall4 #MobileCliff 21