Mobile applications require addressing management, organizational, and technological issues. Management must understand how mobile apps affect business processes and choose appropriate devices, software, and applications. Organizations must redesign processes and jobs and train employees on new workflows. Technology selections include CRM, SCM, and features like location services. User requirements differ from traditional systems in wanting portable access to the same information across devices and streamlined mobile-enhanced processes. USAA overhauled processes by enabling photo check deposits, claims submissions, and access to accounts from mobile apps.

1. WHAT DOES IT TAKE TO GO MOBILE

2. WHAT DOES IT TAKE TO GO MOBILE
CASE SUMMARY
This case is about go to mobile technology. The case shows its customers new
way that mobility can streamline operations, reduce costs, increase works
productivity and enable power of real-time response.
· Decker Outdoor Corporation is the parent company of brands such as
UGG Australia, Teva and Simple Shoes.
· USAA is Financial Services company serving members of US military and
their families.
· Ryland Homes is a home builder at US.
Mobile technology is a business models and activities which are based mobile
technology where firms need to designed and develop software applications
for mobile environments. Customer expect and demand to be able to use a
mobile device of their choice to obtain information or perform a transaction
anywhere at any time.

3. By 2015, there will be one mobile device for every person on earth.
More people will use their mobile than PCs to go online. If company
wants to stay connected to its customers, it needs some sort of mobile
presence. Developing mobile apps or a mobile web site has some
special challenges. Mobile apps is different from that on PC. There are
special features on mobile devices such as location-based services that
give firms potential to interact with customers in meaningful way.
Firms need to be able to take advantage of those features while
delivering an experience that is appropriate to a small screen.
PROBLEM OF STATEMENT
 What management, organization and technology issues need to be
addressed when building mobile application?
 How does user requirement definition for mobile application differ
from that in traditional system analysis?
 Describe the business process changed by USAA’s mobile
application were deployed.

4. SWOT ANALYSIS

5. STRENGTHS
 Most personal marketing channel available on the market
 Measurable for ROI purposes
 Completely permission-based, with opt-in required for marketing
text messages
 Ubiquity of channel - 260 million mobile subscribers nationwide, 3.5
billion worldwide
 Many consumers giving up landlines for mobile
 Sales of smartphones with Internet capability booming
 Many marketers, retailers and publishers recognizing need for
mobile presence
 Most powerful loyalty marketing tool
 Ideal comparison-shopping tool for shopping and buying decisions
 Mobile applications market growing by leaps and bounds
 The future of couponing
 The future of search marketing. Google and Yahoo know that

6. WEAKNESSES
 Perception problem - always the bridesmaid, never the bride
 User experience with the Internet on mobile not ideal - screen size,
keypad and slow network speeds
 Why not regular HTML browsers like the Safari on the Apple
iPhone?
 Wireless carriers not innovating at faster pace
 Lack of standards across platforms and carriers
 Many mobile marketing service providers not sophisticated in
marketing outreach - don't tell, won't sell
 Fate depends on four major carriers - AT&T, Verizon Wireless, T-
Mobile and Sprint Nextel
 Inadequate outreach to advertising agencies and media buyers

7. OPPORTUNITIES
 Gives legs to other channels - store, online, television, radio, print and
billboards
 Mobile is the future - no, the present - of database marketing. Marketers
must have mobile loyalty program to complement online and offline
 Benefit from marketing dollars pulled from television, print and radio
toward more measurable, ROI-driven media, a.k.a., the Internet and
mobile
 Mobile advertising subsidizes content and services for consumers who
understand the tradeoff
 More SMS text marketing for marketers and retailers targeting offers and
alerts to opted-in consumers in database. Make the short code common
 More quality content on mobile as publishers launch mobile editions.
More room for targeted ads
 Mobile coupons - killer app for mobile, along with mobile database
marketing
 Mobile marketing jumpstarts mobile commerce sales

8. THREATS
 Integrity: It may be difficult to maintain the integrity of a database if
it is too complex or changes too quickly.
 Open source software: If companies are inclined, they can put their
open source applications on hardware that performs better and
costs less than SaaS.
 Security: The threat of security remains the topmost concern for
service consumers of the internet for the data and applications

9. QUESTION 1 : What management, organization and technology issues need to
be addressed when building mobile application?
ANSWER:
The introduction of a new information system involves much more than new
hardware and software. A mobile strategy involves much than selecting
mobile devices, operating system and applications. It also includes changes in
business process, changing the way people work, skills, and the way a firm
interacts with its customers. System builders must understand how a system
will affect specific business processes and the organization as a whole.
1. Management
A. Decision to select new mobile application – management should
know what benefits to company and customers are before developing mobile
application.

10. Company name Benefit to company Benefit to customers
Decker Corporation · Streaming process
· Make company more portable
Customer able to look at a product
on his or her mobile and see the
same information on that device.
USAA · Increase efficient process.
· Eliminates the labor and expense of
processing paper check.
· Keep customers engage.
Provide mobile technology to its
business process and provide
simpler and more powerful ways
for customers to interact with the
company.
Ryland Homes · Able to engage customers
· Increase sales.
Help potential customer to finds its
locations, looks at this products
and register with the company.

11. B.Examine business process
Before firms go to mobile – Management should identify what the
process, tasks and improvement that they want go to mobile that most
affected by tablets or smartphones.
Example:
a) Focus on customer engagement field enablement and employee
productivity.
b) Identify where physical and historical context can drive faster task
completion.

12. C. Select the right device, software and application.
Management should decide what is the right device, software and application that
can support their mobile technology business process. For example what software or
application that capable to handle the customization work requires integrating with
the process such as capabilities for creating, viewing and managing customer
information online.
D. Monitor and control
Develop own apps and apps store – monitor and control. Manage mobile enterprise
access through own in-house IT. Involve security system.

13. 2. Organization
• The key element, of an organization is its people, structure and business
process.
Redesign business
process
Redesign job Train employees
· Procedure/ SOP
that can drive faster task
completion.
· Redesign processes
to skip or accelerate
those tasks.
Changing the way people
work – focus on task
orientation
- Change the way in
which workers interact
with core business
system.
Provide training to staff –
helps staff take the next
step in whatever process
scenario they are
operating in at the time.
- Need to adopt to
new method of process.

14. 3.Technology
Technology is one of many tools that firms can use to cope with
change. To support firms new business process, firms should select the
right technology and application that consists of CRM & SCM.
Company name Technology & Application Used
Decker Outdoor
Corporation
Technology such as touch interfaces, location and
mapping features, alerts texting, cameras and
video functionality.
USAA Dedicated 100 mobile developers writing apps for
devices using iPhone, iPad, Android OS, Blackberry
and Windows Phone 7.
- Apps able to send geographic information
system (GIS) data to a towing service and display
nearby car rental locations.

15. Company name Technology & Application Used
USAA Apps support photo deposits: customer can
capture an image of a cheque with a smartphone &
automatically submit to the bank. The money is
instantly deposited in the customer’s account.
Apps display loan and credit card balances,
shopping service & auto insurance policy
information.
Ryland Homes jQuery mobile software : to create variation of the
site that were appropriate for different
smartphone or tablet models.
Focused on features communities, clickable phone
numbers and brief online registration.

16. Question 2
How does user requirement definition for mobile application differ from that
in traditional system analysis?
Answer
1. Customer wants to be able to look at product on his or
mobile device and see the same information on that device
as that person would obtain in the store, plus some
additional information such as consumers review.
2. Mobile technology can streamline processes, make the
device more portable and enhance them with capabilities
such as touch interface, location and mapping features,
alerts, texting, cameras and video functionality.
3. The technology can also create less efficient process or fail
to deliver benefits if the mobile application is not properly
designed.

18. QUESTION 3:
Describe the business process changed by USAA’s mobile application were
deployed.
ANSWER:
• USAA launched its Web in 1997 and went mobile 10 years later, with
about 90% of its interactions with customers taking place on these two
self service channels.
• In 2001, USAA handle 183 million customer contacts through mobile
channel alone, and expect the mobile channel will its primary point of
contact with customers in next two years.
• USAA has 100 dedicated mobile developer writing apps for device using
iPhone, iPad and Android systems, along with apps Blackberry and
Windows Phone 7.
1. Accident report and claims application
a) enable customer to snap a photo and submit claim differently from the
site of an accident.
b) send geographic information system (GIS) data to a towing service and
display nearby car rental location.

19. 2.Photo deposit and application.
a) capture an image of a check with a smartphone and automatically
submit to the bank.
b) the money is instantly deposited in the customer’s account.
3.Other application.
a) loan and credit cards balances.
b) shopping services.
c) homeowners.
d) auto insurance policy information.
e) home circle and auto circle buying service.

20. CONCLUSION
In short, mobile service providers must not hibernate, ad agencies must open their
minds, carriers must collaborate, publishers must make their inventory mobile,
retailers must launch mobile commerce sites and advertise