Sizing the EU App Economy / Brussels, Belgium / 13th February 2014

1. Opportunistic to Strategic
Eurapp
Gemma Coles, Director of Mobile Strategy, Mubaloo
gemma.coles@mubaloo.com
@GemmaEColes

2. WHO WE ARE
200
App
s

3. OUR CLIENTS
Finance
Insurance
Public
Enterprise
Retail
Gaming
Construction
Logistics
Telco
IT
Events
Pharma

4. MOBILE ECOSYSTEM
Business
Objective
Environment
EMPLOYEE
CHANNEL /
PROVIDER
Revenue
Growth
Service
Product
Web
Media
Physical
Operational
margin
Process
ERPs
CRMs
MDM
CMS
Visibility
CLIENT /
PROSPECT
MOBILE
PRESENCE
Focus
Integration
Proprietary
systems
How?
Make life
easier for
the user

5. FROM APPS THAT DRIVE CONSUMER ENGAGEMENT…
THE MET OFFICE
Weather app
Over 8 million
downloads to date
Mubaloo has delivered both apps
on time and to a high spec which
we are extremely pleased with
Charles Ewen, Head of web and media

6. … TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES
UNITE PLC
Maintenance team app
Job management and workforce planning app
enables visibility and efficiency in the
maintenance team.
Now in full use across the estate,
the app has contributed to a 30%
increase in productivity.
Ashley Hewson, Head of IT, UNITE

7. … TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES
UNITE PLC
Maintenance team app
Job management and workforce planning app
enables visibility and efficiency in the
maintenance team.
Now in full use across the estate,
the app has contributed to a 30%
increase in productivity.
Ashley Hewson, Head of IT, UNITE

8. THE JOURNEY SO FAR
2009 - 2010
2011
2012 - 2013
2014 & beyond
RECOGNISING
THE POTENTIAL
OF MOBILE APPS
BUILDING
BUSINESS
INTELLIGENCE
TRANSFORMING
ENTERPRISE
MOBILITY
ENABLING
THE BIGGER
VISION
Pioneer
Trusted Voice
Visionary
Game Changer
“A company at the cutting edge of
a digital revolution”
FT
“Mubaloo gave insight on how to
develop design & secure apps”
TabTimes
“Enterprise App Developer 2013!”
ME Awards 2012
“Helping their clients execute complex
mobile strategies”
SourcingLine
acquired
formed

9. MOBILE STRATEGY
Strategy
WHAT WE DO
A vision for embracing mobile,
and a strategic roadmap for an
enterprise app presence
USER EXPERIENCE
Evaluation, definition and
creative exploration of the
potential for an app
Ecosystem
App
System integration, MDM and
other practical principles for an
operational framework
APP DELIVERY
Operations
IT INFRASTRUCTURE
Creation, implementation,
release and ongoing support
of an app

10. The journey from “we need an app” to
“how can we help our customers &
employees”?

11. API first
Mobile first

12. SUSTAINABLE APPS - AN INTEGRATED APPROACH
App
OPTIMISED THIN CLIENTS
DATA DISPLAY & UX
API Layer
Accessible
THE API LAYER
A 2 WAY PROXY FOR THE
EXCHANGE OF DATA
Lean
Light
Stable
Scalable
CMS / Admin Portal
RULES ENGINE /
DATA HANDLING
CRM
SOCIAL MEDIA
INTEGRATION
SECURE
AUTHENTICATION
VOUCHERING /
PAYMENT
DATABASE
CMS
AD DISTRIBUTION
USER TRACKING
CAMPAIGN
MANAGEMENT
External Tools
PUSH
NOTIFICATIONS
Backend Systems
BUG TRACKING
PERFORMANCE
TRACKING
CENTRAL
SYSTEMS
Backend Infrastructure / Hosting
SERVER
HARDWARE
NETWORK
STORAGE
SERVER
ENVIRONMENT
THE MIDDLEWARE
PUZZLE
PROCESSING VIA 3RD
PARTY SYSTEMS OR
MIDDLEWARE
MOBILISED BACKEND
CORPORATE TOOLS &
BUSINESS INTELLIGENCE
FOUNDATIONS
A STABLE ENVIRONMENT
FOR SECURE STORAGE &
SCALABILITY

13. PHASED INVESTMENT – DEFINING THE ROADMAP
Ph 1
Ph 2
Ph 3
Ph 4
Mobile Strategy
Strategy / UX / IT
Infrastructure
Workshop
Discovery API &
Implementation
KPIs Assigned &
Tracked
Implementation
of Phased
Rollout Plans
Proof of Concept
User Journeys
Identified
Prototype
Creation & User
Testing
Live Launch
App
Scope Prioritised
App Scope
Refined
App Delivery &
Launch in Core
Markets
Ongoing Analysis
Rollout
Discussion of target
platforms & geodistribution
Consideration of
future rollout
requirements
Rollout to
Further
Remaining
Markets

14. THE POWER OF A PROTOTYPE

15. PRINCIPLES & METHODOLOGIES – POLICIES & BEST
PRACTICE
Principles
Business Intelligence
API First
Game Changing
Sustainable
Secure
Scalable
Prototypes
Test Plans & Metrics
User Testing
Agile / Waterfall Development
Web / Native / MEAP
In-house / Outsource
Methods

16. SCALABLE – A BIGGER VISION
Business Principles
API Layer, Mobile Brand Guidelines
Employees
Customers
Devices, Security, Distribution
Engineers
Call
Centre
Exec
Team
Data Model, User Journey, Business Processes
UK
DE
Localised Content & Systems
Partners / Re-sellers

17. APP DEVELOPMENT – WHAT HAS WORKED FOR US
• In-house multi-disciplined team
• Emphasis on Mobile Strategy, UX & IT Infrastructure
• Enterpreneurial, rewarding culture
• Enterprise focus
• Flexible locations
• Clear internal processes

18. THE BIG OPPORTUNITY
1. Coders need to look beyond the code
2. Consumer apps are just the tip of the iceberg
3. Take a longer view - mobile is here to stay

19. THANK YOU
@Mubaloo
/Mubaloo-Limited
/MubalooLtd
/Mubaloo
LONDON
BRISTOL
1 Heathcock Court
Embassy House
415 Strand
Queen’s Avenue
London, WCR 0JT
Bristol, BS8 1SB
+44 (0) 203 327 8333
Gemma Coles
Director of Mobile Strategy
gemma.coles@mubaloo.com
@GemmaEColes
+44 (0) 117 973 3983