Marketing: Mobile Readiness
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Transcript of Marketing: Mobile Readiness
KEY POINTS YOU SHOULD TAKE AWAY…
Your plan must include and align four areas of preparation:
- Business Strategy
- Technology Strategy
- Business Operations
- Technology Operations
It’s not all about mobile technology, it’s about processes, too
Think about M-commerce as a transformational opportunity
You can start with a current state readiness assessment to build support
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IS IT TIME TO GET READY FOR M-COMMERCE?
Gartner’s Hype Cycle
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IT’S ALSO TIME TO PLAN DIFFERENTLY
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THE “READINESS” MODEL
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Business Architecture Technology Architecture
ASSESSING YOUR READINESS
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Technology Readiness
Low Maturity High Maturity
BUSINESS DIMENSIONS OF READINESS
Business Strategy and Plan
Business Imperatives: Customers, Partners, Suppliers, Employees
Industry and Competitive Analysis
M-commerce Education and Awareness
Business Architecture
Pilot Projects and Project Portfolio
Operations Design, Process Reengineering, and Build-out
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TECHNOLOGY DIMENSIONS OF READINESS
Technology Strategy and Plan
Technology Imperatives: Customers, Partners, Suppliers, Employees
M-commerce Education and Awareness
Technology Architecture and M-commerce Infrastructure Integration
Technology Scan and Partner Selection
Project Portfolio and Demonstration Projects
M-commerce App Design and Build-out
M-commerce Solutions Deployment
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A “READINESS” ASSESSMENT
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MOBILE COMMERCE DIAGNOSTIC TOOL
T IME
EN
TER
PRI
SE
ADOPT
ION
Early Adoption Strategy & Planning Design & Development Deployment & Integration
Customer &
PartnerRequirements
Customer/Partner
ProcessDefinition
Customer/Partner
InfrastructureIntegration
Business
Strategy &Architecture
Technology
Strategy &Approach
OperationsDesign &Build-up
MobileInfrastructure
Integration
InfrastructureBuild-up &
Roll-out
MobileRequirements &
Architecture
ServiceSupplierSelection
Mobile Technology Development and Ongoing Commercial Readiness Review
Mobile Process Design and Performance Engineering
Mobile Project Evaluation and Refinement
Mobile-Wireless
ReadinessAssessment
B1
MobilePilot Projects
B2
MobileTechnologyEducation
B4
P1
P2
O1 O2 O3
R2
TechnologySupplier
Selection
R1
Mobile
SolutionsPortfolio Mgmt
Y1
Solution
Design &Development
Y2
Mobile
SolutionsDeployment
Y4
G1 G2 G4G3
Industry & Competitive Awareness
B3
Solution
QA & Testing
Y3
WHERE CAN YOU CREATE M-COMMERCE VALUE?
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Enterprise
Mobile
Solutions(360
oView)
Customers Employees
SuppliersPartners
YOU MUST PRIORITIZE AREAS OF OPPORTUNITY
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What View Do You Want to Start With?
Inside-OutFocus is on equipping sales/service reps with tools
Goal: Cost Reduction
- customer acquisition costs
- customer servicing costs
-product/service delivery costs
Outside-InFocus is on equipping customer with access
Goal: Revenue
- new solutions, new businesses
- up-selling, cross-selling
- location-based promotions
Customers
Enterprise
Mobile
Solutions
ALIGNING PROCESSES AND PLATFORMS
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Remote Order/POS Entry
Order/Inventory Inquiries
Track Product Components
Perform Onsite Support
Research New Products or Services
Schedule Customer Calls and Routes
Mobile Point of Access: Sales, Service
Retail Merchandising
Sales Force Automation
Product and Promotion Delivery
Field Service -Work Order Management,
Asset Tracking, GIS, Fleet Management
Business Strategy:
Priorities
Business Operations:
ProcessesTechnology Operations:
Applications
Customers
Enterprise
Mobile
Solutions
Sales Force Automation (SFA)
Field Support Automation
Customer Relationship Mgmt (CRM)
Dispatch and SchedulingSuppliers
Employees
Partners
WHATEVER YOUR STRATEGY, YOU NEED A PLAN
Transform the Business
Grow the Business
Operate the Business
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Value from
M-
Commerce
IN SUMMARY…
“The best way to predict the future is to invent it.”Alan Kay, Father of object oriented computing and the laptop computer
For More Information, or for Support with an M-Commerce Assessment…
Mobile Commerce Readiness Assessment enables management to assess their enterprise’s readiness to utilize mobile technologies to create new business value. The summary highlights under-developed areas in both business and technology requiring attention. The goal: insure the success of pilot projects and enterprise roll-outs and help insure investment payback.
Mobile Commerce Opportunity Assessment helps management define the business processes which could benefit the most from mobile technologies. It helps set the enterprise agenda and insures that initiatives are aligned with business strategies.
Mark S. Coronna
Marks & Crown
612-554-0081
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