Newcastle search2013

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

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

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

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

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

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

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