©2013 LHST sarl

Mobile Business

The Amaté platform

IntroductionMay 19th 2014

- Preliminary Draft -

©2013 LHST sarl

Agenda

I. IntroductionII. Mobile ApplicationsIII. Mobile StrategyIV. Mobile Project

ManagementV. Student Deliverables

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

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Module Facilitator

• I  work with managers to help them understand how enterprise applications, web and mobile technologies can enrich their careers.

•  The client portfolio in the ICT industry includes Microsoft, Apple, Ernst & Young, France Telecom, HP, IBM, Oracle and SAP

.• The work with the  IT industry in

Europe has included fifty partner and customer conferences, a dozen case studies, and various marketing support activities.

Prof. Lee SCHLENKER, Professeur EMLYONManaging Director, LHST

Web : www.leeschlenker.com

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The Key Question

Partners

Stockholders

Clients

Employees

How can the mobile strategy enhance organizational

productivity?

Mobile Strategy brings business into context

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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?Commentary, examples and analysis of

mobile business can be found at http://www.scoop.it/t/mobile-business

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©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

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©2013 LHST sarl

Business Models

Business Model StoriesSegment the market Identify the conflict

Identify customer needs Portray the needed skills

Design the processes Paint the vision

Measure the results Provide  the happy end

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Should entreprise systems mirrorkey processes?

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Data, Knowledge and Action

Results

Actions

Knowledge

Context

DataProcess

Interprets

Decisions

Measures

Obtain

Define

Require

Drive

The ladder of initiatives™

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Work (productivity)

• Harder, better, faster…• Mechanized productivity• Knowledge productivity• Continuous Productivity

Steven Sinofsky

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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

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©2013 LHST sarl

Mobile Strategy• Dans l’article  The Mobile Disruption, Lisa ELLIS

et Greg GILBERT présentent le potentiel et les défis des applications mobiles en entreprise.

• D’après les auteurs, quelles sont les trois forces derrière la demande pour les applications mobiles ?

• Pourquoi le Cloud est-il important dans le développement de ce type d’application ?

• Comment l’introduction des tablettes dans l’entreprise modifie-t-elle la proposition de valeur de ces applications ?

• Quels sont les défis pour les DSI mentionnés ici ?

• Comment McKinsey décrit-il ses quatre facteurs clés de succès ?

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©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

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©2013 LHST sarl

Mobile phone use

Texting

Internet

Email

Call

GPS

Facebook

Apps

News

Bluetooth

Calendar

21.6%

16.7%

15.7%

7.8%

6.9%

5.9%

4.9%

2.0%

2.0%

1.0%

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%).

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Android RIM Apple Microsoft Palm Symbian

34.7%

27.1%25.5%

7.5%

2.8%2.3%

36.6%

22.0%

33.7%

4.3% 2.0% 1.2%

% of Smartphone Users % of Check-In Service Users

Location 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.

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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  

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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

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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

« Gigwalk connects people with businesses to get work done anywhere

“

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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.

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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

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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

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©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?

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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.

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Emergent behaviours

• 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

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©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

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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”.

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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.”

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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

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References

• « This mobile application has been based on a study of comparable applications currently on the market. These include :

• …..• …..• …...• ……”

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Application Overview

• « This product will be used…

• The primary users are ….

• The primary benefits are….

• The primary risks are….”

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Functionality

• For each function :

Describe and prioritize the function Diagram the dataflow Document the requirements

(preconditions and post-conditions).

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Usability and Performance

• Describe the application’s interface• Specify response time, throughput,

capacity. • Business partners/integrators can

enhance the application…

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Security

• Describe how the application will deal with:

• Authorization. • Confidentiality• Protection of enterprise data.• Backup and Recovery

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Design Constraints

• Mobile platforms• Programming languages• Databases• Development tools• Store requirements• Legal requirements• Professional standards• Other

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