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How to address today’s top mobile app
challenges and take advantage of key
emerging trends
Rowan Fogarty
“Sales and direct marketing channel, payment terminal or even business management tool, the mobile phone is the new ‘Swiss Army Knife’. It is also the link between contact channels in the purchase life cycle.”
Addressing Customer Paradoxes… in the Digital WorldEric Falque and Sarah-Jayne Williams
© 2012 BearingPoint 2
Addressing mobile app challenges and taking advantage of key emerging trends
Contents Introduction: Rowan Fogarty
Digital, Convergence and Mobile – Finally happening and happening fast
Mobile – The Opportunities
Mobile – The Challenges
Mobile – Strategic planning to:o Take advantage of
opportunities o Cope with the challenges
© 2012 BearingPoint 3
Rowan Fogarty
BearingPoint – Enterprise Mobile Solutions
Logistics and Aviation both heavily impacted by Internet, and early
adopters of Smartphone Solutions
Digital Convergence and Mobile
Drastic change in the consumption of digital
services is driving a need for transformation in
how we lead our lives
© 2012 BearingPoint 5
Mobile Growth & Convergence
“Mobile apps are becoming the new on-ramp to the Digital World” IDC 2012Of the Mobile Apps Developed in 2012
Over 80% integrated with social
Two-thirds will be integrated with analytics
Almost half connected to the cloud
Three-quarters in-app commerce offerings
Three-quarters integrated with enterprise
895 million mobile devices … Compared with 400 million PCs1.5 million mobile apps… over15 times PC apps85 billion mobile app downloads… up from 38 billion
Mobile is fundamentally changing consumption of digital services Source: Gartner
© 2012 BearingPoint 6
• Always & Readily Accessible• Interactive & Information Rich• Context Sensitive• Personal• Always Recording• Machine to Machine50 billion devices by 2020
Everyone is increasingly connected!
Four biggest tools on the Internet moving toward mobile:
Search 20% on Google from mobile devices
E-mail 27% opened on mobile devices
Social 350 million active mobile users
E-Commerce 12% transactions on mobile
Ireland is not behind the curve:
Smartphones 43% - 60% of whom search everyday
Connected 80% use for email or social apps
Location/Use 90% at home, 70% at work & 80% on the go
© 2012 BearingPoint 7
Mobile Centric Enterprise Digital
A Number Of Key Areas And Challenges
Mobile – always on, mixing the boundaries of work, social and personal
Big Data – Massive growth in available data, but how to use it cost effectively, beneficially and in “real time”
Social Media – relevance or hype, how to leverage
Cloud Computing – Public, Private or Hybrid
Security – Risks and associated costs
Everyone and everything simply online, all the time• Brings an acceleration of
innovation and disruption• Every industry participant
needs to embrace and tame it
New Audiences New Revenue Streams New Ecosystems New Business Models
• The channel for growth and innovation
Addressing the mobile app challenges and Opportunities
Significant Opportunities, where a well thought out
strategy and solid execution processes and appropriate
technologies are in place to underpin innovation.
© 2012 BearingPoint 9
An Integrated Mobility Strategy
A holistic vision and direction that connects Enterprise Strategy with Technology
Create Customer and Stakeholder Value Manage & Mitigate Risk Create Transformational Change
Many Companies started using social media or are providing mobile experiences, but often experimental and poorly integrated• Mobility, Social and Digital now
deeply connected and belong together, technology strategists “must now have a mobile-first mind-set when designing workplace policies.”
Forrester
A Digital Strategy – Why?
© 2012 BearingPoint 10
Social Business Strategy
Content & Document Management
Unified Communication
Innovation Management& Crowd Sourcing
Workforce Collaboration
Customer Communities
Web Strategy to Digital Strategy
Mobility Strategy
Mobile Security
Business Apps
Mobility Platform Support
Location Services
App Store
Messaging
Consumer and Customer Apps
Content Management Enablement
SEOSEM
Digital Branding
Analytics & Business Intelligence
E-Commerce
Sales
Online Advertising
Social Media Marketing
Web Presence
E-mail Marketing
Partners & Supply CHain
Open API’sCustomer Comms.
Video, Podcasting
Intranet Strategy
SN Apps
CRM Portals
Over time migrating to
Mobile
Over time migrating to
Mobile
© 2012 BearingPoint 11
Put Mobile at the “Heart” of Digital Strategy
A strategic approach is essential
CMS
CRM
ERP
BI Organisation
Information
Documents
Access
Performance
ManagementProjects
Finance
Marketing
LogisticsHR
Organisation& HR
Customer Service
Sales
IT
Customers
Suppliers
Partners
Social Networks
Internet
Multi-media
Voice/Video
Big Data
Balance between convenience and control
Differing Strategies may be required for B2C, B2B and B2E.
A Digital Enterprise Strategy
Staff
Companies who rise to the mobile challenge and respond to the customer requirement for ubiquitous connectivity will grow engagement, advocacy and revenue as the customer relationship becomes a continuous conversation
Addressing CUSTOMER PARADOXES in the Digital World
© 2012 BearingPoint 12
First Question for Longer Term:Is Mobile Disruptive for your business?
The Internet was disruptive for many industries. Advertising, Travel, Retail, Music and Entertainment
• “Smart Internet Everywhere”
• Will disrupt industries, which ones and how?
• Threat or Opportunity?
Smartphones and Tablets are already disruptive
© 2012 BearingPoint 13
Integrate Digital into your StrategyDevelop & Prioritise Initiatives
Business Area Opportunities Imperatives Complications/Implications
Process & People
Technology Solution
Business Case
Revenue
Cost
Risk
Customer Satisfaction/
Retention
Look to improve the Customer Experience above all else Look at the process, where can it be changed to benefit the customer?
─ More flexible, personal, easier access, more reliable etc.─ What is feasible/cost effective with Digital/Mobile that was not before?
Think about the benefits of Digital and particularly Mobile & Context─ Always on, location, personal, camera, video, mobile web, barcode, continually
updated, payment, virtual reality, proximity etc. Business Case – Self Service, Proactive and Automated, Increased Margin
© 2012 BearingPoint 14
Mobile, Big Data and Cloud Herald the Return of Personalised Service
Concentrate moments of truth Discover which processes matter
most to your customers, or your customers’ customers
Keep it simple — fix one at a time Build a suite of apps , rather than
one complex one Learn about customers and make
interaction, personal and proactive
Mobile
Context
SocialCloud
Big Data
A paradox – Personalised Service needs to go hand in hand with privacy
Mobile allows context – location, transaction history, preference Social provides further data – friends, work, hobbies etc. Cloud disseminates, stores and permits analysis Big Data tools, consolidates, makes sense, refines Mobile permits beneficial desirable personalisation
© 2012 BearingPoint 15
Mobile Applications Services
Studio
Server-side
Build Farm
App Stores
Devices
Build Apps For consumers,
partners and staff Across major
platforms In house and/or
outsourced development
Use and reuse functionality
Deploy Apps Company or public app stores Quickly, and easily Hosting options (public, private, on
premise and hybrid) Caching, storage etc. Business logic server side Mobile apps as a shared service
Manage Mobile Applications App lifecycle management Access rights management Detailed reporting Secure integration to in-
house systems, 3rd party products and info exchanges.
Tools allow business concentrate on innovation
© 2012 BearingPoint 16
In Summary
The Internet is moving to “Mobile”
Put “Mobile” at the core of Digital Strategy
Mobile Internet, combined with other new and evolving technologies, such as Cloud
and Big Data has the potential to fundamentally change your business
Get Mobile, Get Connected, Together
Thank You