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©2012 LHST sarl
Mobility
Bringing business into context
Lee SCHLENKER – EMLYON
Newcastle Business School
April 19th, 2012
©2012 LHST sarl
AGENDA
Intro Application MetricsImpact
©2012 LHST sarl
WHAT EXACTLY IS MOBILITY?
What is our organizational
focus?
What are we trying to
improve?
What knowledge do we need
to capture?
What can we leverage to
improve the system?
How will we measure the
results?
Focus Improve Knowledge Leverage Measure
Mobility Context Embedded Proximity Pertinence
Intro Application MetricsImpact
©2012 LHST sarl
MARKET SCOPE
 In 97 countries around the world, there
are now more mobile devices than there
are people.
 Global mobile application store revenue
topped $15 billion in 2011
 By 2015, 500 millions smartphones and
200 millions tablets will be in circulation
 There were 158.1 million mobile
payment users worldwide in 2011 and
the numbers should reacf 1 billion in
2016.
'Forecast: Mobile Application Stores, Worldwide, 2008-2014
Intro Application MetricsImpact
©2012 LHST sarl
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
©2012 LHST sarl
Prosper Mobile Insights asked
smartphone users what smartphone
function they cannot live without, and
one in five (22%) said texting, followed
by internet (17%) and texting (16%).
MOBILE phone use
21.6%
16.7%
15.7%
7.8%
6.9%
5.9%
4.9%
2.0%
2.0%
1.0%
Texting
Internet
Email
Call
GPS
Facebook
Apps
News
Bluetooth
Calendar
Intro Application MetricsImpact
©2012 LHST sarl
A study from the etailing group and Coffee Table, “The
„Shopping Mindset‟ of the Mobile Consumer,” indicates
that tablet users are more likely than smartphone users
to engage in online buying and/or browsing on a
daily, weekly, several times per month, and monthly
basis than smartphone users.
The specificity of tablets users
6%
16%
17%
11%
10%
15%
25%
10%
19% 19%
12%
7%
9%
24%
Daily Weekly Several
times per
month
Once a
month
4 or more
times per
year
Less than 4
times per
year
Never
Smartphone Tablet
iPad for Business Survey 2012
IDG Connect
Intro Application MetricsImpact
©2012 LHST sarl
GIFFGAFF
 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 Application MetricsImpact
©2012 LHST sarl
SHOPKICK
 Shopkick, lancée en 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 Application MetricsImpact
©2012 LHST sarl
ROAMBI
 Focus here is on clearly
communicating data and
analytics in real time
 Roambi is a mobile BI
solution
 Roambi transforms reports
and data into interactive
dashboards
 Roambi Flow blends the
analytics with other content to
tell the story behind the
numbers
Intro Application MetricsImpact
©2012 LHST sarl
ZAARLY
 Zaarly is a 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 Application MetricsImpact
©2012 LHST sarl
INTRODUCTION
Intro Application MetricsImpact
©2012 LHST sarl
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
©2012 LHST sarl
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)
14
Intro Application MetricsImpact
©2012 LHST sarl
APPLICATION TYPES
Intro Application MetricsImpact
©2012 LHST sarl
CONVERGENCE + CONTEXT
 Convergence: When bricks and
mobile finally integrate to provide a
holistic shopping experience whereby
each shopper has a unique
experience with the physical store.
 Context: When mobile
couponing, offers, location, check-
ins, etc. become personalized to the
individual shopper based on who they
are, what they like, where they
are, what they want, and what they’ve
just scanned or purchased.
John Caron
Intro Application MetricsImpact
©2012 LHST sarl
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
©2012 LHST sarl
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
©2012 LHST sarl
GIVING « AN APPLICATION » NEW
MEANING
 Aesthetic, convenient user
interface
 Asynchronous
Communication
 Always-on network
connectivity
 Critical personal data
 Built-in interactivity
Intro Application MetricsImpact
©2012 LHST sarl
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
©2012 LHST sarl
EMERGING APPLICATIONS
 Location Based Services
 Users are already showing interest as illustrated by
increasing use of text message alerts on local
news/weather/traffic reports
 Location information available on increasing number of
devices
 Mobile Payments
 Mobile Ticketing
Intro Application MetricsImpact
©2012 LHST sarl
APPLICATION
Intro Application MetricsImpact
©2012 LHST sarl
VISIONNING THE OPPORTUNITY
•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
©2012 LHST sarl
ORGANIZATIONAL ISSUES
 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
24
Intro Application MetricsImpact
©2012 LHST sarl
TECHNICAL IMPLICATIONS
 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
25
Intro Application MetricsImpact
©2012 LHST sarl
LANGUAGES AND DEVELOPMENT
ENVIRONMENTS
 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 Application MetricsImpact
©2012 LHST sarl
ECOSYSTEM ISSUES– CONTENT, DEVICES AND
NETWORKS
Intro Application MetricsImpact
©2012 LHST sarl
MOBILE APPLICATION PROJECT MANAGER
Intro Application MetricsImpact
©2012 LHST sarl
CONSUMER CATEGORIES
Intro Application MetricsImpact
©2012 LHST sarl
ADAPTING STRATEGY TO CONTEXT
Intro Application MetricsImpact
©2012 LHST sarl
SEGMENT BY CUSTOMER NEEDS
Intro Application MetricsImpact
©2012 LHST sarl
GROWTH AREAS
 Location based services and also
provide content sharing over social
networking
 Mobile knowledge workers on the mov
: CRM, SCM, ERP
 Point of sale (POS) terminals for
payment delivery functions
Intro Application MetricsImpact
©2012 LHST sarl
METRICS
Intro Application MetricsImpact
©2012 LHST sarl
FUNNEL ANALYSIS
 Why are users 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 Application MetricsImpact
©2012 LHST sarl
SOCIAL STICKINESS
 What aspects of 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 Application MetricsImpact
©2012 LHST sarl
MAPPING CONTEXT
 Why your user 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 Application MetricsImpact
©2012 LHST sarl
SOCIAL GRAPH AND EMERGENT BEHAVIOUS
 How does your 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 Application MetricsImpact
WORKSHOP
©2012 LHST sarl
ANALYSIS: VIDEO CLIP
Can you make a difference?
 Individual assignment
 What have you learned from your case?
 Delivery: video analysis
 Evaluation criteria :
personalization, insight, dissonance
 Length : maximum four minutes
 Exploring digital intermediation
Total points possible: 30
Objectives Problem InternetInformation IS

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Newcastle search2013

  • 1. ©2012 LHST sarl Mobility Bringing business into context Lee SCHLENKER – EMLYON Newcastle Business School April 19th, 2012
  • 2. ©2012 LHST sarl AGENDA Intro Application MetricsImpact
  • 3. ©2012 LHST sarl WHAT EXACTLY IS MOBILITY? What is our organizational focus? What are we trying to improve? What knowledge do we need to capture? What can we leverage to improve the system? How will we measure the results? Focus Improve Knowledge Leverage Measure Mobility Context Embedded Proximity Pertinence Intro Application MetricsImpact
  • 4. ©2012 LHST sarl MARKET SCOPE  In 97 countries around the world, there are now more mobile devices than there are people.  Global mobile application store revenue topped $15 billion in 2011  By 2015, 500 millions smartphones and 200 millions tablets will be in circulation  There were 158.1 million mobile payment users worldwide in 2011 and the numbers should reacf 1 billion in 2016. 'Forecast: Mobile Application Stores, Worldwide, 2008-2014 Intro Application MetricsImpact
  • 5. ©2012 LHST sarl 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
  • 6. ©2012 LHST sarl Prosper Mobile Insights asked smartphone users what smartphone function they cannot live without, and one in five (22%) said texting, followed by internet (17%) and texting (16%). MOBILE phone use 21.6% 16.7% 15.7% 7.8% 6.9% 5.9% 4.9% 2.0% 2.0% 1.0% Texting Internet Email Call GPS Facebook Apps News Bluetooth Calendar Intro Application MetricsImpact
  • 7. ©2012 LHST sarl A study from the etailing group and Coffee Table, “The „Shopping Mindset‟ of the Mobile Consumer,” indicates that tablet users are more likely than smartphone users to engage in online buying and/or browsing on a daily, weekly, several times per month, and monthly basis than smartphone users. The specificity of tablets users 6% 16% 17% 11% 10% 15% 25% 10% 19% 19% 12% 7% 9% 24% Daily Weekly Several times per month Once a month 4 or more times per year Less than 4 times per year Never Smartphone Tablet iPad for Business Survey 2012 IDG Connect Intro Application MetricsImpact
  • 8. ©2012 LHST sarl GIFFGAFF  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 Application MetricsImpact
  • 9. ©2012 LHST sarl SHOPKICK  Shopkick, lancée en 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 Application MetricsImpact
  • 10. ©2012 LHST sarl ROAMBI  Focus here is on clearly communicating data and analytics in real time  Roambi is a mobile BI solution  Roambi transforms reports and data into interactive dashboards  Roambi Flow blends the analytics with other content to tell the story behind the numbers Intro Application MetricsImpact
  • 11. ©2012 LHST sarl ZAARLY  Zaarly is a 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 Application MetricsImpact
  • 12. ©2012 LHST sarl INTRODUCTION Intro Application MetricsImpact
  • 13. ©2012 LHST sarl 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
  • 14. ©2012 LHST sarl 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) 14 Intro Application MetricsImpact
  • 15. ©2012 LHST sarl APPLICATION TYPES Intro Application MetricsImpact
  • 16. ©2012 LHST sarl CONVERGENCE + CONTEXT  Convergence: When bricks and mobile finally integrate to provide a holistic shopping experience whereby each shopper has a unique experience with the physical store.  Context: When mobile couponing, offers, location, check- ins, etc. become personalized to the individual shopper based on who they are, what they like, where they are, what they want, and what they’ve just scanned or purchased. John Caron Intro Application MetricsImpact
  • 17. ©2012 LHST sarl 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
  • 18. ©2012 LHST sarl 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
  • 19. ©2012 LHST sarl GIVING « AN APPLICATION » NEW MEANING  Aesthetic, convenient user interface  Asynchronous Communication  Always-on network connectivity  Critical personal data  Built-in interactivity Intro Application MetricsImpact
  • 20. ©2012 LHST sarl 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
  • 21. ©2012 LHST sarl EMERGING APPLICATIONS  Location Based Services  Users are already showing interest as illustrated by increasing use of text message alerts on local news/weather/traffic reports  Location information available on increasing number of devices  Mobile Payments  Mobile Ticketing Intro Application MetricsImpact
  • 22. ©2012 LHST sarl APPLICATION Intro Application MetricsImpact
  • 23. ©2012 LHST sarl VISIONNING THE OPPORTUNITY •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
  • 24. ©2012 LHST sarl ORGANIZATIONAL ISSUES  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 24 Intro Application MetricsImpact
  • 25. ©2012 LHST sarl TECHNICAL IMPLICATIONS  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 25 Intro Application MetricsImpact
  • 26. ©2012 LHST sarl LANGUAGES AND DEVELOPMENT ENVIRONMENTS  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 Application MetricsImpact
  • 27. ©2012 LHST sarl ECOSYSTEM ISSUES– CONTENT, DEVICES AND NETWORKS Intro Application MetricsImpact
  • 28. ©2012 LHST sarl MOBILE APPLICATION PROJECT MANAGER Intro Application MetricsImpact
  • 29. ©2012 LHST sarl CONSUMER CATEGORIES Intro Application MetricsImpact
  • 30. ©2012 LHST sarl ADAPTING STRATEGY TO CONTEXT Intro Application MetricsImpact
  • 31. ©2012 LHST sarl SEGMENT BY CUSTOMER NEEDS Intro Application MetricsImpact
  • 32. ©2012 LHST sarl GROWTH AREAS  Location based services and also provide content sharing over social networking  Mobile knowledge workers on the mov : CRM, SCM, ERP  Point of sale (POS) terminals for payment delivery functions Intro Application MetricsImpact
  • 33. ©2012 LHST sarl METRICS Intro Application MetricsImpact
  • 34. ©2012 LHST sarl FUNNEL ANALYSIS  Why are users 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 Application MetricsImpact
  • 35. ©2012 LHST sarl SOCIAL STICKINESS  What aspects of 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 Application MetricsImpact
  • 36. ©2012 LHST sarl MAPPING CONTEXT  Why your user 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 Application MetricsImpact
  • 37. ©2012 LHST sarl SOCIAL GRAPH AND EMERGENT BEHAVIOUS  How does your 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 Application MetricsImpact
  • 39. ©2012 LHST sarl ANALYSIS: VIDEO CLIP Can you make a difference?  Individual assignment  What have you learned from your case?  Delivery: video analysis  Evaluation criteria : personalization, insight, dissonance  Length : maximum four minutes  Exploring digital intermediation Total points possible: 30 Objectives Problem InternetInformation IS

Editor's Notes

  1. Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.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 (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App.
  2. Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.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 (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App.
  3. ProgrammabilityPotential for creating more responsive applications (combats bad perception left by WAP)Critical personal dataEvery application will access personal user profile in some formCustomizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.)Mobile payments (credit cards, account information, e-tickets)Asynchronous CommunicationMost applications are best described as event-based―core of the application logic is to react to some external events.Aesthetic, convenient user interfaceApplications need pleasing, simple and responsive user interfacesAlways-on network connectivityAlmost 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.