Contenu connexe Similaire à Mobile Apps (20) Plus de Lee Schlenker (20) 3. ©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
4. ©2012 LHST sarl
4
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)
Intro Application MetricsImpact
6. ©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
7. ©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
8. ©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
9. ©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
10. ©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
11. ©2012 LHST sarl
Current Trends
1. Backend as a Service (BaaS). BaaS has
emerged as an alternative to mobile
middleware, the software that connects
disparate mobile applications.
2. REST APIs. Mobile--along with cloud, social
and 'big data'--is changing the complexion of
application integration.
3. Mainframes and legacy
applications. Increasingly, development
leaders are forced to measure the worth of
existing applications against brand new
mobile and Web apps.
4. Web vs. native browsers. How will HTML5
impact open source software and mobile
applications, and will it catch on with
developers. Stéphanie Mann
13. ©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
14. ©2012 LHST sarl15
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
Intro Application MetricsImpact
15. ©2012 LHST sarl16
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
Intro Application MetricsImpact
16. ©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
22. ©2012 LHST sarl
Growth areas
• Location based services and also
provide content sharing over social
networking
• Mobile knowledge workers on the
move : CRM, SCM, ERP
• Point of sale (POS) terminals for
payment delivery functions
Intro Application MetricsImpact
24. ©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
25. ©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
26. ©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
27. ©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
28. ©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.
Notes de l'éditeur Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.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 (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App. Mobile e-commerce: Transacting with an e=commerce site via a mobile device. Examples include: eBay mobile, Amazon mobile, the Tesco app in Korea, and the majority of mobile commerce “apps.”Mobile payment: Payment using the smartphone as the conduit. Examples include: Google Wallet, PayPal, and LevelUp.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 (and bypass the checkout process). Examples include SCAN IT! Mobile from Stop & Shop, Starbucks Card Mobile app, and Chipotle Mobile Ordering App. ProgrammabilityPotential for creating more responsive applications (combats bad perception left by WAP)Critical personal dataEvery application will access personal user profile in some formCustomizations, preferences, authentication information, personal information (contacts, tasks, appointments, etc.)Mobile payments (credit cards, account information, e-tickets)Asynchronous CommunicationMost applications are best described as event-based―core of the application logic is to react to some external events.Aesthetic, convenient user interfaceApplications need pleasing, simple and responsive user interfacesAlways-on network connectivityAlmost all applications heavily rely on network connectivity. Integration of data from the desktop (office, enterprise, school) to mobile device. Access anytime, anywhere is what increases utility of the mobile applications.
