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Mobility Intro
- 1. ©2013 LHST sarl Mobility bringing business into context Lee SCHLENKER – EMLYON EMLYON Business School
- 2. ©2013 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
- 3. ©2013 LHST sarl Objectives and agenda 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 Application MetricsImpact Date Theme 10/06/2013 08:30 L’introduction 10/06/2013 13:30 Les applications mobiles 11/06/2013 08:30 Stratégie mobile 11/06/2013 13:30 Gestion de projet mobile 12/06/2013 08:30 Présentation des livrables
- 4. ©2013 LHST sarl Expérience • Assez peu dans les applications mobiles a part leur utilisation – Florent • Utilisation personnelle d'applications variées sur Google Play et App Store – Anne Sophie • Je n'ai pas encore adopté la tablette car c'est inutile dans mon cas - Baptiste • Participations à de nombreux weekend de développement d'applications mobiles – Héni Intro Application MetricsImpact
- 5. ©2013 LHST sarl Orientation • Une agence d'innovation (faberNovel) – Kevin • Conseil en stratégie – Marine • Evoluer au sein du secteur Internet - Baptiste • Travailler dans l'industrie vidéo- ludique - Maximilien • Finance Manager dans le secteur automobile – Bo Peng Intro Application MetricsImpact
- 6. ©2013 LHST sarl Souhaits • La mise en place d'une application mobile en entreprise – Maël • L'intégration d'une stratégie mobile - Hélène • L'utilisation des applications dans les médias- Siham • L’apport pour les petits entrepreneurs – Grégoire • Comment monétiser une application ? – Florent • Des cas réels de stratégies marketing ou CRM relativement au lancement d'application mobile – Anne-Sophie •Intro Application MetricsImpact
- 7. ©2013 LHST sarl I. Introduction Intro Application MetricsImpact
- 8. ©2013 LHST sarl How can IT improve productivity? Focus Improve Knowledge Leverage Mesure Organization Processes Explicit Transactions Efficiency Services Delivery Implicit Interactions Effectiveness Networks Relationships Emerging Interactions Innovation Search Relevancy Connected Associations CTR Mobility Context Embedded Proximity Relevancy Intro Application MetricsImpact
- 9. ©2013 LHST sarl Module Evaluation Students will be evaluated on the pertinence and ergonomics: • Of their requirement study for a mobile application (100%) • What specific business problem(s) are you addressing? • What are the applications’ specifications? • Which platforms, languages, and functions will be used? • How will the project be managed? Intro Application MetricsImpact Commentary, examples and analysis of mobile business can be found at http://www.scoop.it/t/mobile-business
- 10. ©2013 LHST sarl Mobile Enterprise Applications • Pourquoi Mitch Betts, dans son dossier sur les applications mobile en entreprise, est-il assez pessimiste sur la possibilité des entreprises d’adapter les stratégies mobiles à court terme ? • L’étude suggère que le développement d’une stratégie de ―mobile first‖ pose un problème pour les DSI. Pourquoi ? • D’après les auteurs pourquoi les DSI doivent-ils repenser leurs moyens à concevoir, développer et manager leurs applications mobiles? • Quels sont les trois défis majeurs cités dans la gestion d’une ―store‖ d’applications? • D’après Mike Gualtieri quelles sont les qualités nécessaires d’une bonne expérience mobile ?
- 11. ©2013 LHST sarl Market Scope • In 97 countries 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 worth an estimated US thirty five billion • By 2015, 500 millions smartphones and 200 millions tablets will be in circulation 'Forecast: Mobile Application Stores, Worldwide, 2008-2014 Intro Application MetricsImpact
- 12. ©2013 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
- 13. ©2013 LHST sarl 34.7% 27.1% 25.5% 7.5% 2.8% 2.3% 36.6% 22.0% 33.7% 4.3% 2.0% 1.2% Android RIM Apple Microsoft Palm Symbian % of Smartphone Users % of Check-In Service Users 76% Use Location Check-in Services In total, 16.7 million mobile subscribers, including 12.7 million smartphone subscribers (76% of the smartphone owners), used location-based check- in, according to comScore. Android accounted for the largest share, with about 37% checking-in, while about 34% of users checked in from an iPhone. Apple having the highest representation relative to its share of the total smartphone market. Intro Application MetricsImpact
- 14. ©2013 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 Intro Application MetricsImpact iPad for Business Survey 2012 IDG Connect
- 15. ©2013 LHST sarl Mobility rather than Mobile • 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
- 16. ©2013 LHST sarl Zoho CRM • Salesforce, marketing automation, customer support. • Instant access to the Leads, Accounts, Contacts, Potentials, Cases • Automatically syncs contact information between the device and the online application • GPS locator and camera integration • How would you compare this value proposition with that of RoamBI ? Intro Application MetricsImpact
- 17. ©2013 LHST sarl Gigwalk • A mobile work 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 Intro Application MetricsImpact « Gigwalk connects people with businesses to get work done anywhere “
- 18. ©2013 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
- 19. ©2013 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
Notas del editor
- Pourquoi Mitch Betts, dans son dossier sur les applications mobile en entreprise, est assez pessimiste sur la possibilité des entreprises d'adapter les stratégies mobiles à court terme ? But mobile apps require a new way of thinking. “Mobile is not merely another chapter in the smaller, faster, cheaper device story. And it’s not tiny Web or screen-scraped PC applications,” a recent Forrester Research report points out. It requires asking customers how they want to interact with your business at key moments of decision or action. And it requires giving them an experience that they find engaging, intuitive, fast and maybe even fun. To be blunt: The opposite of a traditional ERP system. Pourquoi l'étude suggère que le développement d'une strategie de "mobile first" pose un problème pour les DSI? Marcus and Millichap is in good company. Mobile-first apps represent a conundrum for IT leaders. On the one hand, CIOs are excited about the potential payoffs, and often they’re being pressured to deliver sexy new apps to mobile-toting end users, executives and customers.On the other hand, Gartner’s Clark notes that “fragmentation and chaos” in the mobile marketplace, where new releases and versions of mobile operating systems are coming out all the time, has made it difficult for businesses to develop and execute a coherent strategy.According to Gartner research, the number of smartphones is projected to exceed 6.7 billion by 2015 worldwide, creating huge opportunities for consumer-oriented businesses.Seth Robinson, director, technology analysis at CompTIA, an industry association. However, the ability to connect to customers in a mobile environment is increasingly important. So any mobility strategy must address the needs of two differentgroups with distinct needs and requirements.Pourquoi les auteurs suggèrent-ils que les DSI doivent repenser leurs moyens à concevoir, developper et manager leurs applications mobiles? Going mobile first often requires IT leaders to rethink the mix of talent and expertise they apply to application design, development, management and maintenance. While the CIO and IT are often in charge of mobile application strategies, this is not always the case. And active participation by other business groups is critical, industry sources agree. Quels sont les avantages et désavantages d'HTML 5 cités dans l'article? HTML5 protocol, which provides strong Web-based animation and interactive capabilities and can run on multiple platforms. The W3C has yet to fully ratify certain key elements of the protocol, such as caching, which allows mobile users to work offline, Gartner’s Clark warns. However, many IT leaders are already using or planning to use it. “HTML5 seems like good solution to some of the interactive problems, and we would love to leverage mobile devices’ location capability,” AARP’s Hassanyeh says. For example, “We are working toward a location service where, if you walk into a store, we let you know of the discount [or] service we offer. Or we can help you find a caregiver for your mother in Florida.”Quels sont les trois défis majeurs dans la gestion d'une "store" d'applications? AppCentral, for example, claims that its Mobile App Management software handles three major challenges facing enterprises trying to manage apps on mobile devices: distribution, security and administration. Quels sont les qualités nécessaires d'une bonne expérience mobile d'après Mike Gualtieri ?Gualtieri’s report says that “lovable mobile user experiences” must have the following qualities:• Utility: A mobile app must deliver functions that allowcustomers, employees or business partners to achieve their goals–using the ingenuity and capabilities of your business. Usability: Your mobile appmust be extremely easy to use. Desirability: The experienceof using the mobile app should produce positive emotions. “You’d think that useful and usable would be enough – but they are not. Usersalsowant to enjoytheirexperience,” Gualtieriwrites.