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Enterprise Mobile Operations 2012Get R Done

@DavidShuIp

http://BrandMobileMarketing.BlogSpot.com

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Quick Poll

Developers

UX & Designers

Brand Managers Agencies & Media

Buyers

VC & Angel

Investors Ninjas

Who's inthe

audience

today?

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Quick Poll

How long have you been working inmobile?

10+ Years5-10 Years

1-5 Years

< 1 Year

Looking to get into Mobile

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Agenda

Whatchutalkin bout

Willis?

Mobile OperationsDefined

Doh!

The Mobile HypeCycle

Where You

At?

The MobileMaturity Model

Git R Done

Forresters

P.O.S.T. Method

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Whatchu talkin bout Willis?Mobile Operations Defined

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Mobile Operations[moh-buhl,op-uh-rey-shuhns]

Operations is NOT Marketing Creating a microsite vs.

enabling m-Commerce.

Marketing is enhanced

when operations isengaged.

Operations: Integrate with Enterprise

Strategy

Mobile Operating Model

Consumer Intelligence

Product Development

Enabling Marketing

Promotions

Advertising

Public Relations

Sponsorships

CRM programs

6

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The Mobile Hype Cycle

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Source: http://mashable.com/2010/04/13/mobile-web-stats/

Why all the hype?

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What Ive heard over the years

In 1999We need to build a website

In 2006We must have a text messaging

shortcode

In 2007Build me a mobile web page

In 2010My brand needs an iPhone App ASAP

In 2011Where are our QR code campaigns?

NowShould we build HTML5, Augmented Reality,

Tablet apps or NFC?

9

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The Gartner Hype Cycle

http://www.gartner.com/technology/research/methodologies/hype-cycle

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QR Codes in the Hype Cycle

http://2d-code.co.uk/qr-code-hype

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The Mobile Maturity Model

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13

The Mobile Maturity Model

Where You At?

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Forresters P.O.S.T. Methodology

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Applying the P.O.S.T. Methodology

People

Objectives

Strategy

Technology

Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/

http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/

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People O. S. T.Examine your customers mobile behaviors

Identify Text MessagingCampaigns demographics by Carrier & Area Code

Leverage Web AnalyticsView phone types

Average length of interactions

Measure participation in technologies2D / QR / Action Codes

NFC Mobile Payments(e.g. Google Wallet, PayPal)

Quantitative

Consumer Research Interviews

Online Surveys

Qualitative

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People O. S. T.At Blue Cross and Blue Shield of IL, TX, OK & NM

Mobile Analytics Consolidated Dashboard

Unifying eIVR, SMS, QR, MS Tag, Web & Apps

Integrating with consumer intelligence datawarehouse

Tying in mobile engagements with member data

Quantitative

Usercentric customer testing

Foresee Online & Mobile Surveys

Feedback from iTunes and Android MarketplaceQualitative

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P. Objectives. S.T.Define what are you trying to achieve

Areyoutrying to:

IncreasingSales

Revenue

DecreasingCosts

Whatkindofcosts?(Fixed, Variable)

Increasing Loyalty

Existing program tointegrate?

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P. Objectives. S.T.At Blue Cross and Blue Shield of IL, TX, OK & NM

We aretrying to:

Increasing SalesRevenue

Individual Retail (Directto Consumer Markets)

Decreasing Costs

Medical Cost Savings

Member Servicing CostSavings

IncreasingLoyalty

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P. O. Strategy T.Define the plan for your mobile application

Billing, customer service, IT legacy systems

What systems does yourapplication need to touch and

coordinate with?

Will you concentrate on reaching more people bysupporting more platforms, or on extending thefunctionality for the applications you have already built?

What is your distributionmodel?

How will you gather data frommobile users and use it to

benefit your business?

Who is responsible for that data?How will you measure those

benefits?

Ifits long-term, who will maintain the application?Is this a short-term promotionor a long-term commitment?

Is the application actually a product you can charge for, orwill you be delivering benefits to the rest of your business?

Whats your business model?

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P. O. Strategy T.At Blue Cross and Blue Shield of IL, TX, OK & NM

EnablepurchasethroughtheMobileDeviceIncreasing SalesRevenue

MedicalCost Savings

Integrate with Medical Management Groups IT Systems

Member Servicing Cost Savings

Determine most repetitive & expensive member costs

Decreasing Costs

IncentivesProgramsIntegrations

BlueExtrasPointsPrograms

IncreasingLoyalty

SocialMediaIntegrationEnable Advocacy

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P. O. S. TechnologyWhat types of mobile applications are you building?

Voice

Every phone supportscalling.

Text messaging

Nearly every phonesupports them.

Suited to the timely deliveryof perishable information,like eBay auctions; queryresponses, like stock quotes;and voting and sweepstakesentries.

Mobile sites

1 in 9 mobile customers saythey access the Webmonthly on their phones;

Expect this to grow to 39percent by 2014.

Reconfiguring your site torecognize and delivercontent for mobile phonesmakes sense, but its far

more than just shovingcontent around. Y

Identify which bits ofinformation are mostvaluable to mobile usersand design layouts, menus,and graphics to deliverthem quickly.

The emerging Webstandard HTML5 will make

mobile sites easier tocreate.

Apps

Since the iPhone came out,apps are all the rage.

Apps can get access tophone features like location,the camera, messaging, andlinks to other Web sites

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P. O. S. TechnologyAt Blue Cross and Blue Shield of IL, TX, OK & NM

Voice

Existingcustomerservice dial-ins

eIVRplatformintegration

EvaluatingSiri-likevoice search

Textmessaging

Enabled forcurrentmembers Medical,

Health &WellnessTips &Alerts

MemberServicingClaim

StatusAlerts & IDCards

Mobile sites

Doctor &HospitalFinder Site(e.g.http://m.BCBSIL.com)

Medical,Health &WellnessTips

Member

ServicingClaim StatusAlerts & IDCards viamWeb

Apps

Doctor &HospitalFinderiPhone &Android app(e.g.http://m.BCBSIL.com)

http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/

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In Summary

People Examine your customers mobile behaviors.

Objectives Determine how both you and your customers will benefit.

StrategyWhats the long-term plan for your mobile application?

Can you integrate your mobile experience with business operations?

Ops: Traditional Advertising, Loyalty Programs, Support, Sales, etc.

Tech What types of mobile applications are you building?

Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/

Join us PM Marketing Track to learn more about

Mobile Marketing Strategy! -@davidshuip

http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/

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Questions?

@DavidShuIp

http://BrandMobileMarketing.BlogSpot.com