The document discusses the growing importance of mobile, social, and data in business. It notes that data is being generated everywhere and intelligence/analytics are central to business. It recommends that businesses use data, mobile access, and social interactions to personalize products/services, listen to customers, and create information-driven organizations. Proper identification of user needs, collaborative projects between IT and business, and learning from others are keys to successfully transforming businesses.

1. The World of Mobile, Social, and Rapidly
Expanding Data
Fredrik Tunvall
fredrik.tunvall@ovum.com
@tunvall
Sep 10, 2013
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2. IT needs to be ready for continuous disruption
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3. Data are everywhere


Data needs to be front and center,
no matter how small or big

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We all emit data, lots of it.
Intelligence and analytics are
universal, “Big Data” isn’t
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4. Analytics is central in an intelligent business
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5. Access here (and there)


But tech advancements and
business requirements have
changed the use cases and
opportunities

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Mobile access is nothing new
E.g. mobile BI empowers
business users to make
informed decisions anywhere
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6. Mobile BI is a growing enterprise trend
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7. Interactions everywhere


Social is (mostly) bidirectional

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Social is external and internal
Social is data
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8. Social at each stage of the customer experience
Social
Media
Word of
Mouth
Ads
Store
Research
Repurchase
Shop
Social
Media
Word of
Mouth
Store
Social
Media
Recommend
Web
Select
Web
Mobile
app
Call
Support
Web
Purchase
Use
IVR
Social
Media
Chat
Call
Email
8
SMS
Forums
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9. And social media matters..
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10. Mix data, mobile, and social together

Data





BI
Analytics
CRM
Web interactions
Devices
 Smartphones
 Tablets
 Web browsers

Social Channels




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Applications
Email
SMS/Text
Social media
Smart connected interactions
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11. Use data, mobile, and social to personalize your
products and services
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12. Recommendations
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13. Create an information driven business - internal

Analytics is not just for power users – it is for everyone
 D-I-Y data access, data exploration, and build (reports, dashboard,
etc.)
 Consumerization of IT - “Google fast, Apple simple”


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Value add: Ad-hoc data exploration; find diamond in the rough,
wisdom of crowds
Technology Solutions: Most BI and analytics vendors offer selfservice tools for the business user – data visualization, ease-ofuse, and mobile are central functionalities to look for.
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14. Create an information driven business - external

Listen to the social drum – what are your customers saying?

Analyze interactions and align accordingly

Mobile is becoming a “must-have” rather than “nice-to-have”

Value add: Being platform agnostic and social media savvy can
be differentiators. Using analytics to individualize products and
service can be a game changer.

Technology Solutions:
 Tools that allows companies to analyze and integrate external data
with internal.
 Tools that allow companies to take action and interact externally in
the now.
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15. Understand your journey
1. Properly identify end-user demographics and
requirements (both external and internal)
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16. E.g. what device should we support..?
70%
60%
56%
55%
62%
61%
60%
60%
58%
54%
55%
53%
54%
53%
52%
54%
52%
50%
58%
51%
50%
40%
34%
33%
33%
29%
30%
20%
20%
19%
30%
28%
22%
20%
22%
23%
23%
24%
19%
17%
10%
4%
5%
7%
13%
12%
11%
10%
9%
7%
5%
15%
17%
17%
10%
16%
10%
5%
12%
8%
5%
0%
2013 2015 2017
North America
2013 2015 2017
South & Central America
Apple iOS
2013 2015 2017
Western Europe
Google Android
2013 2015 2017
2013 2015 2017
Eastern Europe
APAC
2013 2015 2017
Middle East &
Africa
Microsoft Windows RT
*Ovum: 'Mobile Phone and Smartphone Forecast 2013–2017
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17. But!
*ben-evans.com
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18. Understand your journey.. continued
2. Information-driven applications
are a joint venture between IT
and business
3. Conduct pilots and POCs
4. (Most) UI and UX need to
resonate with consumer apps
5. Learn from your peers (start right
here!)
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19. Final thought: Transformation can be painful, but..
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20. Thank You
Fredrik Tunvall
fredrik.tunvall@ovum.com
@tunvall
20
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