Leveraging
B2B Mobile Apps
By Sheila Bacon
Chief Mobile/Digital Strategist
November 2014
B B2

BYOD AS SEEN BY
DILBERT

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

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

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.

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

Mobile & Interactive Network
of “Things” and “Actions”
Transforming
business
processes
Will impact
adoption of
App Stores

“If your content doesn’t exist
on the mobile screen, it
doesn’t exist at all…”

Mobile Eco System: Think Across
the Entire Enterprise
Source: IDC
MOBILE APPLICATION IMPACTS

Mobile Market Share 2009-2016
Android leads iOS
Source: Gartner

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

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

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

If you don’t have a
mobile strategy, you
don’t have a future
strategy”
-- 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:
 Mobile Payments
 M2M
 M2Social
 Connected Vehicles
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
mobile sites/applications?
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
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

Challenge: Customer
Behavior/ Ratings
“We have not received
enough ratings to display an
average for the current
version of this application”

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.

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

About BGG MOBILE
 BGGMobile.com builds digital assets such as
mobilized websites, landing pages, and
ecommerce stores.
 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
insights partner.
 Based in Dallas, Texas
 CONTACT US: 214 997-3385