"opportunistic to strategic" by gemma coles, mubaloo
DESCRIPTION
Sizing the EU App Economy / Brussels, Belgium / 13th February 2014TRANSCRIPT
Opportunistic to StrategicEurapp
Gemma Coles, Director of Mobile Strategy, [email protected]@GemmaEColes
WHO WE ARE
200 Apps
Finance Insurance Public Enterprise Retail Gaming
Construction Logistics Telco IT Events Pharma
OUR CLIENTS
ServiceProduct
Process
Visibility
Revenue Growth
Operational margin
Integration
WebMediaPhysical
ERPsCRMsMDMCMS
Proprietary systems
FocusBusiness Objective
Environment
How?
Make life easier for the user
MOBILE ECOSYSTEM
CLIENT / PROSPECT
EMPLOYEE
CHANNEL /
PROVIDER
MOBILE PRESENC
E
FROM APPS THAT DRIVE CONSUMER ENGAGEMENT…
THE MET OFFICEWeather app
Over 8 million downloads to date
Mubaloo has delivered both apps on time and to a high
spec which we are extremely pleased with
Charles Ewen, Head of web and media
… TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES
UNITE PLCMaintenance team app
Job management and workforce planning app enables visibility and efficiency in the maintenance team.
Now in full use across the estate, the app has
contributed to a 30% increase in productivity.
Ashley Hewson, Head of IT, UNITE
… TO APPS THAT DRIVE INTERNAL BUSINESS EFFICIENCIES
UNITE PLCMaintenance team app
Job management and workforce planning app enables visibility and efficiency in the maintenance team.
Now in full use across the estate, the app has
contributed to a 30% increase in productivity.
Ashley Hewson, Head of IT, UNITE
THE JOURNEY SO FAR
2009 - 2010
RECOGNISINGTHE POTENTIAL OF MOBILE APPS
BUILDINGBUSINESSINTELLIGENCE
TRANSFORMING ENTERPRISEMOBILITY
ENABLINGTHE BIGGERVISION
Pioneer
“A company at the cutting edge of
a digital revolution”
FT
Trusted Voice
“Mubaloo gave insight on how to
develop design & secure apps”
TabTimes
Visionary
“Enterprise App Developer 2013!”
ME Awards 2012
Game Changer
“Helping their clients execute complex
mobile strategies”
SourcingLine
formedacquired
2011 2012 - 2013 2014 & beyond
WHAT WE DO
Str
ate
gy
Op
era
tion
s
AppEcosyste
m
MOBILE STRATEGY USER EXPERIENCE
IT INFRASTRUCTURE APP DELIVERY
A vision for embracing mobile, and a strategic roadmap for an enterprise app presence
Evaluation, definition and creative exploration of the potential for an app
System integration, MDM and other practical principles for an operational framework
Creation, implementation, release and ongoing support of an app
The journey from “we need an app” to “how can we help our customers & employees”?
Mobile firstAPI first
SUSTAINABLE APPS - AN INTEGRATED APPROACH
App OPTIMISED THIN CLIENTSDATA DISPLAY & UX
API LayerAccessible Lean Light Stable Scalable
THE API LAYERA 2 WAY PROXY FOR THE EXCHANGE OF DATA
CMS / Admin PortalRULES ENGINE / DATA HANDLING
DATABASE
CRM SOCIAL MEDIA INTEGRATION
SECURE AUTHENTICATION
VOUCHERING / PAYMENT
CMS AD DISTRIBUTION USER TRACKING CAMPAIGN MANAGEMENT
THE MIDDLEWARE PUZZLEPROCESSING VIA 3RD PARTY SYSTEMS OR MIDDLEWARE
External ToolsPUSH NOTIFICATIONS
BUG TRACKING PERFORMANCE TRACKING
Backend SystemsCENTRAL SYSTEMS
MOBILISED BACKENDCORPORATE TOOLS & BUSINESS INTELLIGENCE
Backend Infrastructure / HostingSERVER HARDWARE
NETWORK STORAGE SERVER ENVIRONMENT
FOUNDATIONSA STABLE ENVIRONMENT FOR SECURE STORAGE & SCALABILITY
PHASED INVESTMENT – DEFINING THE ROADMAP
Strategy / UX / IT Infrastructure
WorkshopMobile Strategy
Discovery API & Implementation
KPIs Assigned & Tracked
Implementation of Phased
Rollout Plans
Proof of ConceptUser Journeys
Identified
Prototype Creation & User
Testing
Live LaunchApp Delivery & Launch in Core
MarketsOngoing Analysis
App Scope Refined
App Scope Prioritised
RolloutDiscussion of target
platforms & geo-distribution
Consideration of future rollout requirements
Rollout to Further
Remaining Markets
Ph 1 Ph 2 Ph 3 Ph 4
THE POWER OF A PROTOTYPE
PRINCIPLES & METHODOLOGIES – POLICIES & BEST PRACTICE
Business Intelligence
Principles
API First Game Changing
Sustainable Secure Scalable
Methods
Prototypes Test Plans & Metrics User Testing
Agile / Waterfall Development Web / Native / MEAP In-house / Outsource
SCALABLE – A BIGGER VISION
Employees
Business Principles
Customers Partners / Re-sellers
Engineers
UK
Call Centre
Exec Team
DE
API Layer, Mobile Brand Guidelines
Devices, Security, Distribution
Data Model, User Journey, Business Processes
Localised Content & Systems
APP DEVELOPMENT – WHAT HAS WORKED FOR US
• In-house multi-disciplined team
• Emphasis on Mobile Strategy, UX & IT Infrastructure
• Enterpreneurial, rewarding culture
• Enterprise focus
• Flexible locations
• Clear internal processes
THE BIG OPPORTUNITY
1. Coders need to look beyond the code
2. Consumer apps are just the tip of the iceberg
3. Take a longer view - mobile is here to stay
THANK YOU
Gemma ColesDirector of Mobile [email protected]@GemmaEColes
LONDON
1 Heathcock Court
415 Strand
London, WCR 0JT
+44 (0) 203 327 8333
BRISTOL
Embassy House
Queen’s Avenue
Bristol, BS8 1SB
+44 (0) 117 973 3983
@Mubaloo
/Mubaloo-Limited
/MubalooLtd
/Mubaloo