Uploaded byLee Schlenker
Newcastle Mobile Business 2015
This document discusses the importance and impact of mobility and mobile applications. It covers several topics: - Mobility is different than mobile as it refers to the context in which mobile devices are used rather than just the devices themselves. - Mobile applications and ecosystems are driving major changes in businesses, industries and skills needed. They are also generating billions in revenue. - Mobility is shifting how organizations think about processes, control, productivity and defining business value. The focus is more on context, interactions and relationships rather than just products and features. - Metrics like usage patterns, social graphs and behavior can provide insights into how mobile applications are influencing users and how businesses can improve. Case studies on applications like Giffgaff and
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Newcastle Mobile Business 2015
- 1. Mobile Business Productivity is ameasure of your ability to act on real-time information
- 2. Focus :what does the organisation look like ? Target : what are your trying to improve ? Knowledge : what do you need to know ? Leverage : what “tools” can you leverage ? Value : how do you measure success ? Objectives Information Systems The Internet Data and Information The Problem The Challenges
- 3. ©2013 L. SCHLENKER FocusImprove Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficiency Networks Relationships Emerging Interactions Innovation Mobility Context Embedded Proximity Relevancy Intro Value CasesImpact
- 4. I. Introduction II. Impact III.Value levers IV. Case studies V. Metrics Intro Value CasesImpact
- 5. • Giffgaff -gaelic for mutual giving reflected in their manifesto • Social CRM : member gets member, eVouchers, goodybags • Customer service is member driven • Giffgaff labs – crowdsourcing product testing • Payback for miles, cash or charities Intro Value CasesImpact
- 6. • In 97countries around the world, there are now more mobile devices than there are people. • There were 158.1 million mobile payment users worldwide in 2011 and the numbers should reach 1 billion in 2016. • IDC predicts that by 2014 there will have been over 76 billion mobile apps downloaded • By 2015, 500 millions smartphones and 200 millions tablets will be in circulation 'Forecast: Mobile Application Stores, Worldwide, 2008-2014 Intro Value CasesImpact
- 7. Mobility rather thanMobile • Mobility is radically different from the "desktop" experience • Mobility is a "lean back" experience like sitting in the metro watching a video • It is also "lean forward" — like shopping at the FNAC during a lunch break • In many cases, it's "lean free" when you're scanning news headlines or photos from friends in class • Mobile is nuts, bolts, and infrastructure, while mobility is the context which determines customer value David Armano Intro Value CasesImpact
- 8. • US appindustry 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 CasesImpact
- 9. • Entreprise mobilesolutions 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 CasesImpact
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- 11. • Context overprocess • What does productivity mean? • 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 Application MetricsImpact
- 12. • 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 CasesImpact
- 13. • The Smartphoneisn’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 CasesImpact
- 14. ? • An eraof “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 CasesImpact
- 15. A loss ofcorporate 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 CasesImpact
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- 17. • Aesthetic, convenientuser interface • Asynchronous Communication • Always-on network connectivity • Critical personal data • Built-in interactivity Intro Value CasesImpact
- 18. • Analyse theuser 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
- 19. • 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
- 20. • Use patterns •Funnel analysis • Consumer behaviour • Social graphs • Behavioural economics Nolan Wright Intro Value CasesImpact
- 21. • Zaarly isa buyer-powered market - focus on what people want than what they have • Creates a broad, transparent, and social marketplace • 43 percent of the items are requests for "stuff, 40 percent for services, and 17 percent for "access to experiences“ • Business model based on transactional sales Intro Value CasesImpact
- 22. • A mobilework marketplace connecting businesses to their communities • Crowdsourcing model – Users are paid to collect, capture and report real-world data • Work includes verify a street name, photograph a menu, report on red-light cameras, confirm product placements in stores • The company currently targets real- estate, local, travel, government, consumer research, and retail « Gigwalk connects people with businesses to get work done anywhere “ Intro Value CasesImpact
- 23. • Shopkick, lancéeen août 2010 à Palo Alto • C’est une application de géolocalisation permettant de gagner des points et recevoir des coupons promotionnels • Plus de 2,3 millions de consommateurs ont téléchargé l’application générant ainsi plus de 2 millions d’entrées physiques en magasin • Une fois en magasin, des taux de conversion en clients de 15 à 20%. • Au total, plus 700 millions de produits ont été consultés via l’application dont 7 millions ont été scannés durant une visite en magasin. Intro Value CasesImpact
- 24. • Productivity isthe ability transform data into action • Roambi changes raw business data into interactive graphics • Connects to Excel, Salesforce, Microsoft SQL… • Push, pull, slice and dice the data Intro Metrics SpecsUse Scenarios
- 25. • Peek candiagnose 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 Metrics SpecsUse Scenarios
- 26. • Sales assiTurnsyour phone or tablet into a cash register. • Flat 2.75% per swipe fee • Shop assistants become personal sales assistants • Mobile workers become cashier free Intro Metrics SpecsUse Scenarios
- 27. • City1Tap aggregatesreal-time information on city services, news, shopping and entertainment with loyalty programs • The interface allows users to search for services and alerts • The app’s behavioral engine uses a proprietary algorithm to analyze user’s activities and deliver targeted, personalized content. Intro Metrics SpecsUse Scenarios
- 28. • Giffgaff -gaelic for mutual giving reflected in their manifesto • Social CRM : member gets member, eVouchers, goodybags • Customer service is member driven • Giffgaff labs – crowdsourcing product testing • Payback for miles, cash or charities Intro Value CasesImpact
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- 30. • Why areusers are failing to complete proposed activity? • Monitor conversion rate using unique visitors and click-through rates. • Landing pages provide the biggest challenge to digital challenges. • Reduce number of steps to facilitate engagement. • Reduce the number of fields that require user input. • Check for leaks: visitors might not be dropping completely but using other routes. Cian O' Sullivan Intro Value CasesImpact
- 31. • What aspectsof your app are influencing the mindset of your users? • Monitor the « stickiness » of your message through number of visits, time spent per visit, citations and redirects. • What customer challenges/opportunities are you addressing? • What skills and knowledge are you targeting? • How does your application fit into the story that your customers are trying to tell? Intro Value CasesImpact
- 32. • Why youruser base does what it does? • Tracking time and location to map out the spaces where "what's going on" happens. • Context is a means of measuring the extent to which a vision (product, service, idea) can be shared • Social spaces are constructed from a vision, “actors”, repeatable events, and outcomes. Intro Value CasesImpact
- 33. • How doesyour data elucidate user behavior? • Social graphs are the global mapping of your customer base and how they're related • Capture and monitor identity, quality and structure of relationships with others • Emergent behaviors – what new business opportunities might be explored? Alex Iskold Intro Value CasesImpact
- 34. ©2013 L. SCHLENKER FocusImprove Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficiency Networks Relationships Emerging Interactions Innovation Mobility Context Embedded Proximity Relevancy Intro Value CasesImpact
Editor's Notes
- #18 Programmability Potential for creating more responsive applications (combats bad perception left by WAP) Critical personal data Every application will access personal user profile in some form Customizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.) Mobile payments (credit cards, account information, e-tickets) Asynchronous Communication Most applications are best described as event-based―core of the application logic is to react to some external events. Aesthetic, convenient user interface Applications need pleasing, simple and responsive user interfaces Always-on network connectivity Almost all applications heavily rely on network connectivity. Integration of data from the desktop (office, enterprise, school) to mobile device. Access anytime, anywhere is what increases utility of the mobile applications.
- #21 Programmability Potential for creating more responsive applications (combats bad perception left by WAP) Critical personal data Every application will access personal user profile in some form Customizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.) Mobile payments (credit cards, account information, e-tickets) Asynchronous Communication Most applications are best described as event-based―core of the application logic is to react to some external events. Aesthetic, convenient user interface Applications need pleasing, simple and responsive user interfaces Always-on network connectivity Almost all applications heavily rely on network connectivity. Integration of data from the desktop (office, enterprise, school) to mobile device. Access anytime, anywhere is what increases utility of the mobile applications.