1. Mobile
Business
Productivity is a measure of
your ability to act on real-time
information

2.  Focus : what does the
organisation look like ?
 Target : what are your trying to
improve ?
 Knowledge : what do you need to
know ?
 Leverage : what “tools” can you
leverage ?
 Value : how do you measure
success ?
Objectives Information
Systems
The
Internet
Data and
Information
The
Problem
The
Challenges

3. ©2013 L. SCHLENKER
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficiency
Networks Relationships Emerging Interactions Innovation
Mobility Context Embedded Proximity Relevancy
Intro Value CasesImpact

4. I. Introduction
II. Impact
III. Value levers
IV. Case studies
V. Metrics
Intro Value CasesImpact

5. • 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 Value CasesImpact

6. • 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
• By 2015, 500 millions smartphones and 200
millions tablets will be in circulation
'Forecast: Mobile Application
Stores, Worldwide, 2008-2014
Intro Value CasesImpact

7. 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 Value CasesImpact

8. • 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 Value CasesImpact

9. • Entreprise mobile solutions will
generate $40 billion in sales
• Manufacturing is the largest
vertical market
• Mobile payments is a major
market
• Perceived benefits include
operational efficiency, sales,
compliance and security
Intro Value CasesImpact

10. Intro Application MetricsImpact

11. • Context over process
• What does productivity mean?
• Ecosystems rather than products
• A loss of corporate control
• Rethinking computing
• Giving an application new meaning
• Changing IT skills
• Revenue models
• Defining business value
Intro Application MetricsImpact

12. • 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 Value CasesImpact

13. • The Smartphone isn’t a consumer product
but an ecosystem
• Brands are becoming platforms
• Customer experience is the foundation of
value
• Passions and connections are more
important than features and functions
Greg Satell, Innovation Excellence
Intro Value CasesImpact

14. ?
• An era of “continuous productivity” -
Stephen Sinofsky
• Strategy is execution-centric.
• Productivity depends on collaboration
• Individuals own devices, organizations
develop and manage IP.
• Everyone uses the tools of
management
Intro Value CasesImpact

15. A loss of corporate control
• Who is in charge of the
physical device?
• Who controls the software on
the device(including the OS)
?
• Who controls the way the
device connects?
• How secure are the back
end systems that are
accessed through mobile
apps?
Intro Value CasesImpact

16. Intro Value CasesImpact

17. • Aesthetic, convenient user
interface
• Asynchronous Communication
• Always-on network connectivity
• Critical personal data
• Built-in interactivity
Intro Value CasesImpact

18. • 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 Value CasesImpact

19. • Advertising revenue
• Brand Takeovers
• Download fees (and upgrades)
• In-app purchases
• Subscriptions
• Two-sided model (the app as a platform)
Paulina Delgado Soots
Intro Value CasesImpact

20. • Use patterns
• Funnel analysis
• Consumer behaviour
• Social graphs
• Behavioural economics
Nolan Wright
Intro Value CasesImpact

21. • 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 Value CasesImpact

22. • 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 « Gigwalk connects people
with businesses to get work
done anywhere “
Intro Value CasesImpact

23. • 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 Value CasesImpact

24. • Productivity is the ability
transform data into action
• Roambi changes raw business
data into interactive graphics
• Connects to Excel, Salesforce,
Microsoft SQL…
• Push, pull, slice and dice the
data
Intro Metrics SpecsUse
Scenarios

25. • Peek can diagnose retinal and optic
nerve diseases.
• The phone’s screen is used to
conduct various vision tests, and all
the data is geolocated using the
phone’s built-in GPS.
• The patient record, the application
is then sent to a clinic for analysis.
• This mobile solution costs around
350 Euros compared to more than
115 000 Euros for traditional
laboratory equipment.
Intro Metrics SpecsUse
Scenarios

26. • Sales assiTurns your phone or
tablet into a cash register.
• Flat 2.75% per swipe fee
• Shop assistants become
personal sales assistants
• Mobile workers become cashier
free
Intro Metrics SpecsUse
Scenarios

27. • City1Tap aggregates real-time
information on city services, news,
shopping and entertainment with
loyalty programs
• The interface allows users to
search for services and alerts
• The app’s behavioral engine uses a
proprietary algorithm to analyze
user’s activities and deliver
targeted, personalized content.
Intro Metrics SpecsUse
Scenarios

28. • 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 Value CasesImpact

29. Intro Value CasesImpact

30. • 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 Value CasesImpact

31. • 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 Value CasesImpact

32. • 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 Value CasesImpact

33. • 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 Value CasesImpact

34. ©2013 L. SCHLENKER
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficiency
Networks Relationships Emerging Interactions Innovation
Mobility Context Embedded Proximity Relevancy
Intro Value CasesImpact