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
Challenge: How to leverage BYOD for bottom
Source: Gartner Research
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
Airtime top-ups (40%)
Merchandise purchases (38%)
Bill payments (35%)
Money transfers (33%.
Source: Gartner Market Trends
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.
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
Challenge: how to keep pace with
Mobile & Interactive Network
of “Things” and “Actions”
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
Building the Business
Apps allow business to keep track of projects,
enhancing employee productivity and
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
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
Challenge: Mobile apps require a
If you don’t have a
mobile strategy, you
don’t have a future
-- Eric Schmidt, Google Executive Chairman
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:
Challenge: Consumer attributes are now and will
continue to impact B2B mobile adoption
Mobile Success Survey: What are the
ramification of poor performance in your
Source: Forrester : Line of Business Managers & above, IT, VP directors
Challenge: Mobile can drive success across the entire organization
The problem with speed …
As business strives to be agile, IT strives to align systems to keep
Improves cycle times
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
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
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
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.
BGG Mobile Guidance
Don’t rush in without a plan– you need a mobile
Establish long term mobile platform strategies and do
the customary architectural and governance
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
About BGG MOBILE
BGGMobile.com builds digital assets such as
mobilized websites, landing pages, and
BGGMobile.com provides Social Media
engagement services including Community
Management, Content Curation, Social Listening,
Social photography and distribution.
BGGMobile.com is a brand strategy & data
Based in Dallas, Texas
CONTACT US: 214 997-3385