finding where mobile fits in enterprise
DESCRIPTION
There a lots of Fortune 500 companies seeing huge returns in mobile, but this doesn't mean that mobile is out of the realm of possibilities for every company. Whether they create their own apps in house, use existing mobile software or simply execute an SMS campaign - mobile canTRANSCRIPT
Finding WhereMobile Fits InENTERPRISE
In 2009, the Pizza Hut’s app surpassed $1 million in sales after being live in the App Store for 3 months.
In the future, Pizza Hut expects 50% of its orders to be via mobile
In the first two days of its existence, the Gilt Groupe iPad app compromised 3% of the company’s sales
Their most expensive item ever sold, a $24,000 watch, was via iPad.
You know you need to be in mobile
But where does it fit in your company?
And where does it fit in your budget?
cross platform top dev & design global100+ projects
Our clients include
The Technology Paradigm Shift
Tech cycles last about 10 years.
Mainframe Computing
Mini Computing
Personal Computing
Desktop Internet Computing
Mobile Internet Computing
1990s1980s1970s1960s 2000s
courtesy of Mary Meeker
Mainframe Computing
1960s
Mini Computing
1970s
Personal Computing
1980s
Desktop Internet Computing
1990s
Mobile Internet Computing
2000s
When a new cycle arrives, few companies maintain their lead
IBMNCRControl DataSperryHoneywellBurroughs
PrimeData GeneralHPDigital EquipmentComputervisionWang Labs
MicrosoftCiscoIntelAppleEMCDellCompaq
GoogleAOLeBayYahooAmazon.comAlibabaBaidu
courtesy of Mary Meeker
This isn’t just a new opportunity, it’s a huge opportunity
1
10
100
1000
10,000
100,000
1,000,000
1960 1970 1980 2000 2010 2020
Mainframe
1m
Minicomputer
10m
PC
100m
Mobile Internet
10b +Desktop Internet
1b +units/users
courtesy of Mary Meeker
Still don’t think a technology paradigm shift applies to you?
Neither did they
Mobilizing Business
of Fortune 500 companies have deployed or are testing the iPad
86%
GE was an early adopter of mobile across almost all departments.
Now the company has a mobile Center of Excellence and suite of custom apps
School districts have created programs providing iPads to students throughout the day
600
Yale gave 520 medical students iPads. In addition offering new tools, it’s saves the school on their $100,000 printing budget.
Harvard is test-piloting a series of apps on multiple platforms to let students track patients.
But what about the rest of us?
You don’t have to be big to use mobile in your business
FH Inspector
Fire inspections are tedious, and collecting fines is hard
The FHinspector app has helped cities streamline data input and increase income
The Highball
The karaoke songs were difficult to navigate, it was hard to update printed book
This app lets new songs be easily added and creates loyal customers that favorite and suggest songs
Critical credit information couldn’t wait for a business customer gets to their computer
Castle Pines Capital
In addition to letting customers access their info on the go, they can receive push notifications to warn them of any trouble.
Mobile is ideal for business..
• Light weight
• Inexpensive • Easy to use, no training
needed
...and it’s ready to meet enterprise challenges
Virtual Private Network securityOut of the box, already made to integrate with Cisco IPSec, L2TP, and PPTP
Exchange Active SyncNot only does a user have all their contacts etc. , their company can also remotely wipe the phone and more
Standards basedCalDAV, CardDAV and LDAP enabled
And, of course, we can’t talk about mobile today without mentioning...
Companies don’t necessarily have to create apps,there’s already an ecosystem of apps from private developers
WordProcessing
Business Intelligence
HR TimeTracking
Sales CRM
WordProcessing
TaskManagement Presentation Design
But it’s also becoming easier all the time to develop your own custom apps
Apple enterprise developer account addresses the need for distributing app builds in a corporate setting.
Private app stores and testing environments for enterprise are emerging
Enterprise App Stores&
Wireless distributions
Volume Purchasing Program
And they’re easy to distribute
Making a Business Case for Mobile
6. Build a Business Model
5. Calculate Cost of Ownership
4. Value the Benefits
3. Settle on a Technology
2. Set Objectives
1. Identify Opportunities
1.Identify Opportunities
Workforce Enablement Point of Sale Business Intelligence
Sales Marketing Security
Inventory Management
Training
Workforce Enablement
Tarun?
Inventory Management
Point of Sale
Sales
Training
Marketing
Security
Security
Give all departments an index card to answer “list a way mobile could better
your role”
Not all ideas will be good, or feasible
Focus on opportunity, not technology
Don’t let marketing or IT be the only idea drivers.Involve all stakeholder in a Mobile Workshop
iPads in-s
tore to
demonst
rate the
product
An app to help employees network
2.Set Objectives
In step 1 we identified a problem, now we identify the high level techniques for solving those problems.
Everything+ kitchen sinkYour app can’t do everything, and feature creep is a cancer on the development process. These objectives guide features.
3.Settle On a Technology
NFC Bluetooth SMS QR Codes
Mobile Web LBSN Native Apps Tablets
Avoid trendiness and gimmicks. You don’t need an augmented reality “Yelp Monocle” for doctors.
Know your priorityDepending on whether your driving force is speed, presence or budget, it can dictate the technology you use.
4.Value the Benefits
Adoption is easy to predict internally, but difficult externally.
Expect about 2 to 10% of customers to adopt
Best, Worst and Likely Look into the FuturePlan out for more than one year but less than three.
Look at adoption rates of the technology you are using.
Questions to ask:What’s the value of losing or gaining a customer?
What’s the value of gaining PR from our mobile product?
How often will people use this product, now,and over time?
How fast will people adopt it now, and over time?
What’s the value of each interaction?
5.Calculate Cost of Ownership
Development Hosting Marketing
Hardware Updates Licensing
Maintenance
Content/API Creation
In House vs Outsourced
• Mobile developers can be expensive and hard to come by
• It’s unlikely your existing teams are qualified
• A small team will be able to produce and support very few products
• When looking at vendors, know what you don’t know. Don’t re-use a web RFI.
See our mobile RFI*
Plan to spend 10 to 15% of original product cost for maintenance
Outside feeds, such as Google Maps, require ongoing licensing fees
Plan for a mobile ad spend, if this is something new for you, seek a vendor who can also assist with basic marketing
6.Build a Financial Model
At the end of the day, the model for mobile is the same one for lemonade stands and any other business
(Total benefits) (Total costs)
(Total costs)
-= ROI
But there are wild cards in mobile
Lost Opportunity CostDon’t let short sightedness hurt you, this could be a huge opportunity to climb over a competitor. Look at Netflix vs. Blockbuster.
The unpredictableWe can’t know what Apple plans in its next iPhone, or how that make affect Android adoption.
There are a lot of unknowns in an emerging area, take your business plan with a grain of sale