1. ©2012 LHST sarl
Mobility
Bringing business into context
Lee SCHLENKER – EMLYON
Newcastle Business School
April 19th, 2012

2. ©2012 LHST sarl
AGENDA
Intro Application MetricsImpact

3. ©2012 LHST sarl
WHAT EXACTLY IS MOBILITY?
What is our organizational
focus?
What are we trying to
improve?
What knowledge do we need
to capture?
What can we leverage to
improve the system?
How will we measure the
results?
Focus Improve Knowledge Leverage Measure
Mobility Context Embedded Proximity Pertinence
Intro Application MetricsImpact

4. ©2012 LHST sarl
MARKET SCOPE
 In 97 countries around the world, there
are now more mobile devices than there
are people.
 Global mobile application store revenue
topped $15 billion in 2011
 By 2015, 500 millions smartphones and
200 millions tablets will be in circulation
 There were 158.1 million mobile
payment users worldwide in 2011 and
the numbers should reacf 1 billion in
2016.
'Forecast: Mobile Application Stores, Worldwide, 2008-2014
Intro Application MetricsImpact

5. ©2012 LHST sarl
THE SIZE OF THE APP ECONOMY
 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 Application MetricsImpact

6. ©2012 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

7. ©2012 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
iPad for Business Survey 2012
IDG Connect
Intro Application MetricsImpact

8. ©2012 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

9. ©2012 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

10. ©2012 LHST sarl
ROAMBI
 Focus here is on clearly
communicating data and
analytics in real time
 Roambi is a mobile BI
solution
 Roambi transforms reports
and data into interactive
dashboards
 Roambi Flow blends the
analytics with other content to
tell the story behind the
numbers
Intro Application MetricsImpact

11. ©2012 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

12. ©2012 LHST sarl
INTRODUCTION
Intro Application MetricsImpact

13. ©2012 LHST sarl
MOBILE COMMERCE
 Mobile e-commerce: Transacting
with an e=commerce site via a mobile
device.
 Mobile payment: Payment using the
smartphone as the conduit.
 Mobile commerce (in-store): The
ability to purchase physical goods in
the store via an app that interacts with
the store’s point-of-sale system
John Caron
Intro Application MetricsImpact

14. ©2012 LHST sarl
MOBILE APPLICATIONS
 Mobile Apps are apps or
services that can be pushed to
a mobile device or downloaded
and installed locally.
 Classification
• Browser-based: apps/services
developed in a markup
language
• Native: compiled applications
(device has a runtime
environment). Interactive apps
such as downloadable games.
• Hybrid: the best of both worlds
(a browser is needed for
discovery)
14
Intro Application MetricsImpact

15. ©2012 LHST sarl
APPLICATION TYPES
Intro Application MetricsImpact

16. ©2012 LHST sarl
CONVERGENCE + CONTEXT
 Convergence: When bricks and
mobile finally integrate to provide a
holistic shopping experience whereby
each shopper has a unique
experience with the physical store.
 Context: When mobile
couponing, offers, location, check-
ins, etc. become personalized to the
individual shopper based on who they
are, what they like, where they
are, what they want, and what they’ve
just scanned or purchased.
John Caron
Intro Application MetricsImpact

17. ©2012 LHST sarl
CONTEXT OVER PROCESS
 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 Application MetricsImpact

18. ©2012 LHST sarl
CHANGING IS SKILLS
 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 Application MetricsImpact

19. ©2012 LHST sarl
GIVING « AN APPLICATION » NEW
MEANING
 Aesthetic, convenient user
interface
 Asynchronous
Communication
 Always-on network
connectivity
 Critical personal data
 Built-in interactivity
Intro Application MetricsImpact

20. ©2012 LHST sarl
REVENUE MODELS
 Advertising revenue
 Brand Takeovers
 Download fees (and upgrades)
 In-app purchases
 Subscriptions
 Two-sided model (the app as a
platform)
Paulina Delgado Soots
Intro Application MetricsImpact

21. ©2012 LHST sarl
EMERGING APPLICATIONS
 Location Based Services
 Users are already showing interest as illustrated by
increasing use of text message alerts on local
news/weather/traffic reports
 Location information available on increasing number of
devices
 Mobile Payments
 Mobile Ticketing
Intro Application MetricsImpact

22. ©2012 LHST sarl
APPLICATION
Intro Application MetricsImpact

23. ©2012 LHST sarl
VISIONNING THE OPPORTUNITY
•How could real time access to company
information change customer buying
behavior?
•What different mobile functions could change
the way you do business?
•What business data would you like accessible
anytime, anywhere for your managers?
•How might your managers use mobile devices
to interact with your business?
•How could your employees be more
productive off-site?
Intro Application MetricsImpact

24. ©2012 LHST sarl
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
24
Intro Application MetricsImpact

25. ©2012 LHST sarl
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
25
Intro Application MetricsImpact

26. ©2012 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 Application MetricsImpact

27. ©2012 LHST sarl
ECOSYSTEM ISSUES– CONTENT, DEVICES AND
NETWORKS
Intro Application MetricsImpact

28. ©2012 LHST sarl
MOBILE APPLICATION PROJECT MANAGER
Intro Application MetricsImpact

29. ©2012 LHST sarl
CONSUMER CATEGORIES
Intro Application MetricsImpact

30. ©2012 LHST sarl
ADAPTING STRATEGY TO CONTEXT
Intro Application MetricsImpact

31. ©2012 LHST sarl
SEGMENT BY CUSTOMER NEEDS
Intro Application MetricsImpact

32. ©2012 LHST sarl
GROWTH AREAS
 Location based services and also
provide content sharing over social
networking
 Mobile knowledge workers on the mov
: CRM, SCM, ERP
 Point of sale (POS) terminals for
payment delivery functions
Intro Application MetricsImpact

33. ©2012 LHST sarl
METRICS
Intro Application MetricsImpact

34. ©2012 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

35. ©2012 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

36. ©2012 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

37. ©2012 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

38. WORKSHOP

39. ©2012 LHST sarl
ANALYSIS: VIDEO CLIP
Can you make a difference?
 Individual assignment
 What have you learned from your case?
 Delivery: video analysis
 Evaluation criteria :
personalization, insight, dissonance
 Length : maximum four minutes
 Exploring digital intermediation
Total points possible: 30
Objectives Problem InternetInformation IS