Presentation at IMC Institute's Training "Planning on Mobile Strategy" 29-30 May 2013 by Dr. Boonyanit Mathayomchan

1. Strategy on Mobile Applications
for your organization
Boonyanit Mathayomchan, Ph.D.
Mahidol University International College
boonyanit.mat@mahidol.ac.th
Lecturer, Computer Science MUIC
Assistant Dean for Information Technology
and Education Technology, MUIC

2. Does business need
mobile applications?
YES !!
The obvious answer probably is

3. GOOD !!! .... then
Let’s make something like
Angry Bird game !

4. BUSINESS
CUSTOMER
EMPLOYEE
INVESTOR
PARTNER
“domestic”
“foreign”
“neighbor”
Who need what type of mobile applications?

5. STRATEGY
(1) APP FOR INTERNAL USES
(2) APP FOR CUSTOMERS
(3) INNOVATION

6. (1) APP FOR INTERNAL USES

7. EMPLOYEE
Increase efficiency
minimize manpower
minimize task time
minimize error
Humans make error.
Task involves processes.
Some process can be improved.
Many small improvements lead to significant impact.
Humans with a wrong tool make more errors.
It is difficult to replace good employee.
It is expensive to keep unproductive employee.
INTERNAL USES

8. EMPLOYEE
Strategy : Increase efficiency
minimize manpower
minimize task time
minimize error
Bring tool to the problem and tackle it.
You can avoid typing by utilizing information come with device such date-time,
location, or data from external sensors.
Ex:Apple store changed regular checkout process with mobile system.
Ex:Warehouse workers use device to get and check about job detail.
You can avoid writing by typing, choosing options on screen, scanning (barcode or nfc).
Changi Airport (Singapore) uses touch screen feedback system to get request about
the restroom.
INTERNAL USES

9. PARTNER
You don’t produce all data by yourself. Some data must come from others.
Obtain necessary information from partners
Win Together
Share necessary information from partners
Transparency helps building strong partnership.
Ex: availability, expected products, shipping time.
INTERNAL USES
Strategy

10. Architecture for Mobile Application
service 1 service 2 service 3 service 4
The shadow of mobile app is the system on
the server (or in the cloud).
API Facade
Service Oriented Architecture
INTERNAL USES

11. APP FOR CUSTOMERS

12. CUSTOMER Your customers are not the same !
Their lifestyles are not the same.
Their expectations are not the same.
How they handle issues are not the same.
CUSTOMERS

13. Chart : kissmetrics
Data : allthingsd.com
CUSTOMERS

14. CUSTOMERS
Source: Flurry Analytics ,Apr 2013

15. Chart : kissmetrics
Data : gz.com
CUSTOMERS

16. CUSTOMERS
They keep their data with others.... in the cloud.

17. Source : Compuware (done by equation research)
“From a research in Feb 2011,
74% of consumers will wait 5
seconds before abandoning the
site”
Image : http://fatherrays.blogspot.com/2011/06/waiting-well.html
CUSTOMERS

18. If they like it..
CUSTOMERS

19. If they don’t like it..
CUSTOMERS

20. CUSTOMERS
They RESEARCH about everything !

21. Lifestyles --> usage moves toward mobile,
mobile gaming,
information oriented,
embrace services in the cloud,
embrace social networks
Expectations -> high quality, reasonable price,
quick response
Handle issues -> extreme
CUSTOMERS

22. APP
Lifestyles: Provide accurate information through
various channels:
Expectations: Offer good value to customers
Handle issues -> Offer channels for feedback and further
communications (WEB, APP)
CUSTOMERS
m-WEBWEB
InnovateQualityPrice
Strategy
Integrate with major services

23. Provide High Quality Services
(*) Utilize communication capability
2-way (real time)
communication:
-SMS
-MMS
-e-mail
-text chat
-voice chat
-video conference
-in-app communication
CUSTOMERS

24. Provide High Quality Services
(*) Provide (configurable) various speed of
response
Quick -SMS
-App notification
Medium - e-mail
Slow - e-mail summary report
CUSTOMERS

25. Provide High Quality Services
(*) Demonstrate your high quality products/services
CUSTOMERS
- Provide limited version
- Provide configurable purchase
- let user experience our design
- let user test stability and performance
- let user buy what they want (In-App purchase)
- gather more honest feedback from real customers
- let words of mouth spread
- Integrate with social networks

26. Provide High Quality Services
(*) Utilize location information
Geographic Information System Smartphone
Digital + Analog
CUSTOMERS

27. (*) Utilize location information
How to acquire this information.
Direct: Your app keeps track of location.
In-direct: get from other sources (Twitter, FB, Image )
CUSTOMERS
Provide High Quality Services
?

28. (*) Utilize location information
where you are
How to acquire this information.
Direct: Your app keeps track of location.
In-direct: get from other sources (Twitter, FB, Image )
CUSTOMERS
Provide High Quality Services
?

29. (*) Utilize location information
where you are where you were
How to acquire this information.
Direct: Your app keeps track of location.
In-direct: get from other sources (Twitter, FB, Image )
CUSTOMERS
Provide High Quality Services
?

30. (*) Utilize location information
where you are where you were where you will be
?
How to acquire this information.
Direct: Your app keeps track of location.
In-direct: get from other sources (Twitter, FB, Image )
CUSTOMERS
Provide High Quality Services
?

31. image: http://www.ibrahimevsan.de/2008/05/20/der-fixierungs-code/
(3) INNOVATION

32. Can we still innovate?
INNOVATION

33. Don’t take what we have as the best way....
INNOVATION

34. The phone is just a small part of the story..
INNOVATION

35. INNOVATION

36. Don’t afraid to build hardware !
INNOVATION

37. INNOVATION

38. Look from various angles

39. Q&A
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40. ThankYou