The document discusses mobile applications and strategies. It covers topics like mobile app types (browser-based, native, hybrid), considerations for choosing a mobile app approach, and frameworks for developing mobile apps. It also addresses the integration of mobile into business processes, organizational structures, technical infrastructure, and security. Mobile use cases mentioned include location-based services, providing company information to mobile knowledge workers, and point-of-sale functions.

1. ©2012 LHST sarl
Mobile Business
The Amaté platform
Mobile Apps
May 20th 2014
- Preliminary Draft -

2. ©2012 LHST sarl
• Mobile device, email,
application, content, and
browser management solutions.
• Containerized solution or a
scalable, enterprise-grade
mobility platform.
• 12,000+ customers in 150
countries
• Flexible delivery: cloud and on
premise
Intro Value EnjeuxImpact

3. ©2012 LHST sarl
Agenda
I. Introduction
II. Mobile Applications
III. Mobile Strategy
IV. Mobile Project
Management
V. Student Deliverables
Ce module explore :
• les enjeux pour l'entreprise
• l'étude des besoins
• les concepts fondamentaux et
l'architecture de la mobilité
• la maquettage de votre
application
• la mise en œuvre et la gestion du
projet
Intro Value EnjeuxImpact

4. ©2012 LHST sarl
• 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 Value EnjeuxImpact

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• 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 Value EnjeuxImpact

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• 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
Intro Value EnjeuxImpact

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• Use the mobile web as a constraint
to think about digital design - Luke
Wroblewski
• Rethink how people play/pay
• Look where technology is going, not
where it’s been
• Make it easy to work with you
• Let your apps sell “you”
• Make your digital strategy
responsive
Daniel BURROS
“The simple guideline is whatever
you are doing—do mobile first”
Eric Schmidt

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• 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 Value EnjeuxImpact

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• 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?
• 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 Value EnjeuxImpact

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Intro Value EnjeuxImpact

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• What does productivity mean?
• Context over process
• Ecosystems rather than products
• A loss of corporate control
• Rethinking computing
• Giving an application new meaning
• Changing IT skills
• Revenue models
• Defining business value
Intro Value EnjeuxImpact

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• An era of “continuous productivity” -
Stephen Sinofsky
• Strategy is execution-centric.
• Productivity depends on collaboration
• Individuals own devices, organizations
develop and manage IP.
• Everyone uses the tools of
management
Intro Value EnjeuxImpact

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• 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 Value EnjeuxImpact

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• The Smartphone isn’t a consumer product
but an ecosystem
• Brands are becoming platforms
• Customer experience is the foundation of
value
• Passions and connections are more
important than features and functions
Greg Satell, Innovation Excellence
Intro Value EnjeuxImpact

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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?
Intro Value EnjeuxImpact

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Intro Value CasesImpact

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• Aesthetic, convenient user
interface
• Asynchronous Communication
• Always-on network connectivity
• Critical personal data
• Built-in interactivity
Intro Value CasesImpact

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• 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 Value CasesImpact

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

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• Use patterns
• Funnel analysis
• Consumer behaviour
• Social graphs
• Behavioural economics
Nolan Wright
Intro Value CasesImpact

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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
Intro Value EnjeuxImpact

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The analyst firm Gartner, foresees
that by 2015, mobile app
development projects will
outnumber native PC projects
by a ratio of four to one
Intro Value EnjeuxImpact

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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 in 10th place for 2012.
Intro Value EnjeuxImpact

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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.
Intro Value EnjeuxImpact

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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?
Intro Value EnjeuxImpact

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Intro Value EnjeuxImpact

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• WIbbitz re-packages long text
content into rich video
summaries
• The process takes just 10
seconds to convert a text article
using its RSS feed into a video.
• The Wibbitz technology makes
content much more accessible
on mobile, smart TV’s and
wearable devices.
http://www.wibbitz.com/publishers/
Intro Value EnjeuxImpact

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• Turns your mobile device into a
cash register.
• Flat 2.75% per swipe fee
• Shop assistants become
personal sales assistants
• Mobile workers become cashier
free
Intro Value EnjeuxImpact

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• Peek can diagnose retinal and optic
nerve diseases.
• The phone’s screen is used to
conduct various vision tests, and all
the data is geolocated using the
phone’s built-in GPS.
• The patient record, the application
is then sent to a clinic for analysis.
• This mobile solution costs around
350 Euros compared to more than
115 000 Euros for traditional
laboratory equipment.
Intro Value EnjeuxImpact

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•How could real time access to company
information change customer buying behavior?
•What different mobile functions could change
the way you do business?
•What business data would you like accessible
anytime, anywhere for your managers?
•How might your managers use mobile devices
to interact with your business?
•How could your employees be more productive
off-site?
Intro Application MetricsImpact

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• Integration into business process
– Business model, information flow
• Integration into organizational structure
– Who is responsible for what?
• Integration into technical infrastructure
– Devices and communication
infrastructure
• Integration into security concept
– Danger of new security leaks
Intro Value EnjeuxImpact

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• Application scenario
– Choosing an appropriate scenario
• Mobile device
– Software infrastructure, hardware
requirements
• Communication technology
– On-/Offline scenario
– Wireless Wide Area Networks/ Wireless
Local Area Networks
– Communication protocol
• Application architecture scenario
– Thin/fat client
Intro Value EnjeuxImpact

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• jQuery Mobile – jQuery Mobile is a
lightweight framework which built with
progressive enhancement, and has
a flexible, easily theme able design.
• Mobl - mobl is a free and open source
language for speed up mobile application. It
deploy on iOS, android, and
other phones supporting HTML5.
• MoSync - MoSync is an open source SDK,
using C++ and a set of powerful APIs.
• Sencha Touch - Sencha Touch is an
application framework build to leverage
CSS3, HTML5, and JavaScript.
Intro Value EnjeuxImpact

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Intro Value EnjeuxImpact

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• Location based services and also
provide content sharing over social
networking
• Mobile knowledge workers on the
move : CRM, SCM, ERP
• Point of sale (POS) terminals for
payment delivery functions
Intro Value EnjeuxImpact