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Leveraging B2B mobile apps

  1. Leveraging B2B Mobile Apps By Sheila Bacon Chief Mobile/Digital Strategist November 2014 B B2
  3. B2B Mobile Apps are rapidly changing Business  Mobile web use overtook desktop browsing in 2013 with number of smart phone exceeding 1.82B units.  By 2016 more than 50% of apps will be hybrid, accessible via multiple platforms  Smart device popularity drives opportunity for mobile app stores which by 2016 will reach 310 billion downloads and $74 billion in revenue. Engagement-driving in-app purchases and an integrated cross-device experience will help fuel this demand.  Challenge: How to leverage BYOD for bottom line results? Source: Gartner Research
  4. Mobile App Forecasts  In-app purchase will drive 41% of the store revenue in 2016.  While the market is moving toward free and low-priced apps, in-app purchase will increase in both the number of downloads and in the contribution to the store revenue. As a result, we see a shift in user spending from upfront purchases to in-app purchases.  Fastest growing types of mobile payment transactions globally as measured by projected CAGR from 2012 to 2017 include:  Ticketing (51%);  Airtime top-ups (40%)  Merchandise purchases (38%)  Bill payments (35%)  Money transfers (33%. Source: Gartner Market Trends
  5. Why Business Use Mobile App’s  Mobile represents a dynamic and wider audience to target and build relationships  Apps allow continuous access to users, allowing firms to tap into a rich resource of data.  There are over 300 billion apps and growing  Investors are focusing on app development with 42% working on employee apps, and 43% developing mobile app for consumers.  Challenge: Mobile interaction provides a opportunity to delight and threat to kill relationships. Mobile allow ongoing opinions about your company and brand to be shaped.
  6. Growing Need: Biz App Stores  One quarter of enterprises will have access to their own app stores by 2017  Biz app stores encourage developers to submit competing apps, procurement of better license terms for the enterprise.  Biz Apps provide content sharing/productivity improvements  Challenge: how to keep pace with user expectations
  7. Mobile & Interactive Network of “Things” and “Actions” Transforming business processes Will impact adoption of App Stores
  8. “If your content doesn’t exist on the mobile screen, it doesn’t exist at all…”
  9. Mobile Eco System: Think Across the Entire Enterprise Source: IDC MOBILE APPLICATION IMPACTS
  10. Mobile Market Share 2009-2016 Android leads iOS Source: Gartner
  11. Mobile Apps  Comprise virtually 100% of primary brand touch points – well beyond the early days of “nice-to-have” feature of corporate digital strategy.  Mobile app deployment is happing at a faster-pace than web deployment.  Apps frequently “outgrow” business unit governance. Centralized management helps firms scale by providing unified direction and oversight.  Challenge: How to avoid turf wars for resources; need to deploy and manage market-facing solutions quickly Source: Forrester
  12. Building the Business  Apps allow business to keep track of projects, enhancing employee productivity and efficiency.  Mobile apps are often streamlined versions of internal systems, allow employees to remotely, securely and quickly check status of key aspects of their business.  Challenge: How to support innovative approaches, create better tools and deliver ongoing user engagement
  13. Managing App Performance  Mobile App are built using different technologies, you need a unified view  Mobile ecosystem is fragmented, can’t always troubleshoot across OS, devices and carriers.  Need to separate how backend services are impacting app performance and how different versions can be improved  Understanding user behavior and satisfaction is critical  Challenge: Mobile apps require a strategic framework
  14. If you don’t have a mobile strategy, you don’t have a future strategy” -- Eric Schmidt, Google Executive Chairman
  15. What’s next for Mobile Devices?  Physical SIRI, 3D interactions  Enhanced Experience: Eyeball movement tracker, Ambient temperature & pressure sensors, Fingerprint reader, payments, biometric sensors, Internet of Things sensors  Industry’s exploiting mobility beyond Smartphones & Tablets, key areas:  Mobile Payments  M2M  M2Social  Connected Vehicles Challenge: Consumer attributes are now and will continue to impact B2B mobile adoption
  16. Mobile Success Survey: What are the ramification of poor performance in your mobile sites/applications? Source: Forrester : Line of Business Managers & above, IT, VP directors Challenge: Mobile can drive success across the entire organization
  17. The problem with speed …  As business strives to be agile, IT strives to align systems to keep pace  Improves cycle times  Accelerates decision-making  Leaner operations (decrease costs)  Greater customer service & responsiveness  When IT aligns with business cycles, these cycles accelerate Challenge: How to reduce problems & mistakes accelerate with faster business cycles such as: -- Unmanageable risks -- Bad will -- Problems tend to get fixed at the costliest point of resolution
  18. Challenge: Customer Behavior/ Ratings “We have not received enough ratings to display an average for the current version of this application”
  19. Why Business Apps Fail  Lack of Strategy: Poor goal definition, mobile eco system alignment, unsure of platform restrictions and third party integration  Audience & UI Design: Understanding how your employees, partners and customers will be interacting with the app, should it be localized, UX functionality, performance. Security: identity management & load based  Not Enterprise Ready: Delivering consistent quality, scalable, multi- platform reliability, monitoring and management, back end infrastructure and delivery network. Poor channel marketing  Not Future Proof: Poor management of feature demands & version upgrades  Data Mining: Limited data analytics and information management. Building ongoing analytics and data object abstraction. Building mechanisms to track usage, churn and sharing of the app. Refreshing mobile content is critical to help keep users coming back for more.  Poor Post-Launch: Waiting for bad reviews and low ratings to find out app has functional issues.
  20. BGG Mobile Guidance  Don’t rush in without a plan– you need a mobile strategy  Establish long term mobile platform strategies and do the customary architectural and governance planning  Expect continual mobile app platforms and devices to change and enormous amounts of process innovation– think across your ecosystem  Make solid foundational investments early including mobile device and software management, security and scalable wireless infrastructure  Deploy using app stores and use MDM to evolve the business
  21. About BGG MOBILE  builds digital assets such as mobilized websites, landing pages, and ecommerce stores.  provides Social Media engagement services including Community Management, Content Curation, Social Listening, Social photography and distribution.  is a brand strategy & data insights partner.  Based in Dallas, Texas  CONTACT US: 214 997-3385