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Mobile Strategy Document Analysis
- 1. ©2013 LHST sarl
What does it take to
convert information into
productivity?
Mobile
Strategy
Bringing business into
context
Prof. Lee SCHLENKER Sébastien BRISON
- 3. ©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
Intro Specs MetricsUse
Scenarios
- 7. ©2013 LHST sarl
Mobile First
• Use the mobile web as a constraint
to think about digital design - Luke
Wroblewski
• Rethink how people play/pay
• Look where technology is going, not
where it’s been
• Make it easy to work with you
• Let your apps sell ―you‖
• Make your digital strategy
responsive
Daniel BURROS
―The simple guideline is whatever
you are doing—do mobile first‖
Eric Schmidt
- 9. ©2013 LHST sarl
Visionning the opportunity
•How might your managers use mobile devices
to interact with the organization?
•How could real time access to company
information change customer buying
behavior?
•How could your employees be more
productive off-site?
•What different mobile functions could change
the way you do business?
•What business data would you like accessible
anytime, anywhere for your managers?
Intro Specs MetricsUse
Scenarios
- 13. ©2013 LHST sarl13
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
Intro Specs MetricsUse
Scenarios
- 14. ©2013 LHST sarl14
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
Intro Specs MetricsUse
Scenarios
- 15. ©2013 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 Specs MetricsUse
Scenarios
- 18. ©2013 LHST sarl
Requirement Study (Cahier des
Charges)
Introduction
Purpose
Scope
Business Model
References
Overview
Specific Requirements
Functionality
Usability
Performance
Security
Design Constraints
Supporting Information
Intro Specs MetricsUse
Scenarios
- 19. ©2013 LHST sarl
Purpose
« This document will describe
all the functional and
nonfunctional requirements,
design constraints, and other
factors necessary to build my
application. It will also
describe the expected use
scenarios, business model,
and evaluation metrics of the
application‖.
Intro Specs MetricsUse
Scenarios
- 20. ©2013 LHST sarl
Scope
« This mobile application has
been designed as a course
project.
This work corresponds to the
requirement study of the ―Mobile
Applications Module‖ of the
MT114 module at the
EMLYON.‖
Intro Specs MetricsUse
Scenarios
- 21. ©2013 LHST sarl
Business Model
• Describe the application’s target
audience by needs
• Specify how the applications
functions and processes provide
measurable value
• Provide the user metrics with
which the application can be
evaluated
• Describe how your company will
make monetize this application
Intro Specs MetricsUse
Scenarios
- 22. ©2013 LHST sarl
References
« This mobile application has
been based on a study of
comparable applications
currently on the market. These
include :
…..
…..
…...
……‖
Intro Specs MetricsUse
Scenarios
- 23. ©2013 LHST sarl
Application Overview
« This product will be used…
The primary users are ….
The primary benefits are….
The primary risks are….‖
Intro Specs MetricsUse
Scenarios
- 24. ©2013 LHST sarl
Functionality
For each function :
Describe and prioritize the
function
Diagram the dataflow
Document the requirements
(preconditions and post-
conditions).
Intro Specs MetricsUse
Scenarios
- 25. ©2013 LHST sarl
Usability and Performance
• Describe the application’s
interface
• Specify response time,
throughput, capacity.
• Business partners/integrators
can enhance the application…
Intro Specs MetricsUse
Scenarios
- 26. ©2013 LHST sarl
Security
Describe how the application will
deal with:
• Authorization.
• Confidentiality
• Protection of enterprise data.
• Backup and Recovery
Intro Specs MetricsUse
Scenarios
- 27. ©2013 LHST sarl
Design Constraints
• Mobile platforms
• Programming languages
• Databases
• Development tools
• Store requirements
• Legal requirements
• Professional standards
• Other
Intro Specs MetricsUse
Scenarios
- 29. ©2013 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
- 30. ©2013 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
- 31. ©2013 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
- 32. ©2013 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
