turning mobile apps into real business opportunity and success
DESCRIPTION
How do you define success for your enterprise applications? Research show only 25% of employee mobile projects and 22% of consumer ones are widely taken up by intended users.* Just because you build it – does not guarantee they will come. Just because you spend thousands of dollars on your enterprise apps does not mean you are guaranteed success. In these slides from a previously aired webinar learn: How to define App Success for both B2E and B2C apps How our customer CIO’s and CMO’s measure App Success How mobile apps can quantifiably transform your business (case study examples) How to gain control and visibility over your mobile strategyTRANSCRIPT
August 16, 2012Jim SomersChief Marketing & Strategy Officer
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distribute.
Turning Mobile Apps Into Real Business Opportunity & Success
© Copyright 2012 Antenna Software, Inc. All rights reserved.
WHAT WE’RE ABOUT
Mobile Business Acceleration• We help you turn the promise of mobile apps into business
profits.
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I DON’T NEED TO TELL YOU
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SETTING THE STAGE
“61% plan to enhance their mobility capability during the next 3 years.”Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
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YEAH, BABY!
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FURTHERMORE …
“48% believe they will become leaders in their industries by adopting innovative mobility solutions.”Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
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CAN I GET AN ‘AMEN’?7
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BUT YET …
“Only 25% of employee mobile projects and 22% of consumer ones are widely taken up by their intended users.”
Source: Antenna Business Mobile Forecast, 2012
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WHATCHU TALKIN BOUT, JIM?
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IT’S NO “FIELD OF DREAMS”
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Just because you build it …
doesn’t necessarily mean they will come (and
stay).
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IT’S MORE LIKE …
If they like it …
… they will stay (for a little
while). 11
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APP COMPETITION IS GROWING
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• Mobile application user base growing at a 36% CAGR.
• Mobile application downloads growing at a 55% CAGR.
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APP USERS ARE DEMANDING …
“We want work apps that are as exciting as the consumers ones.”
“We want consumer apps that aren’t buggy, slow, and stale.”
“We want our apps to be extensions of us – not the device or the data!”
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THE ‘LAST MILE’ IS CRITICAL
• The 2-ft between the device screen and the user
• If users don’t see the value, they’re moving on.
• They ask: How can this help me?
• No adoption = No success
• Competition only a flick away
The “last mile” of mobility
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BUT …
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How do you know if your app is achieving its intended objective?
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“You can’t manage what you can’t measure.”
IT’S WIDELY KNOWN
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BUT WHAT DO YOU MEASURE?
• # Downloads
• App Store Rating =
★★★★
• Competitor’s Rating = ★
• Pat on the back from boss
• Industry Awards
App Success Is Not About:
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• Higher revenues
• More productive employees
• More efficient processes
• Better brand image
• Happy customers
App Success IS About:
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HOW DO YOU MEASURE SUCCESS?
… It depends on which side of the table you
sit.
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BU- Grow the business
- Drive worker productivity
- Maintain happy customers
- Build brand awareness
CIOThrough technology:
- Improve process efficiency
- Drive business transformation
- Unlock business value
CMO• I need to drive topline
revenue and business performance
C-1• I need to “best” the
competition and better engage customers
C-2• I need a partner I can trust
and who understands my business
• I need someone quick & agile
CIO• I need to drive innovation
and enable business performance
C-1• I need control, and to know
that it is scalable, stable and secure
C-2• I need a technology that is
better than what I currently use
• It has to save me time/effort
Mobile Strategist
“Mobile Committee”
(Who wants what?)
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WHAT DO YOU SEE?
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HOW DO YOU MEASURE SUCCESS?
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IT’S MORE THAN JUST APPS
It’s About ‘Transforming Business’
addresses problems
static
a thing
add on
passive
tactical strategic
a vision
active
creates opportunity
always evolving
value add
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© Copyright 2012 Antenna Software, Inc. All rights reserved.
Published May 6, 2012
TRANSFORMING THE RAILS
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“The old manual ticketing process — punching a hole in the ticket, putting it in a pouch and then sending it to a central location, where it is eventually scanned and entered into a database — was not very good at tracking passengers on board because of the delay between when the ticket was checked and when it was processed.”
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TRANSFORMING MANUFACTURING
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Eaton, a large manufacturing company sees a future where their entire sales and service function is done on tablets:
• Search, spec and sell over 200K hydraulic products via their iPads
• 1500+ pieces of product literature
• On demand content updates done weekly for latest info
• 3-D models for 360° view of parts
“We are seeing a lot of success at the early stage, we know there is ROI, just takes some time to analyze, document and report.”
• Eric R. Stager, Product Manager, Web and Mobile Apps
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LATHER, RINSE, REPEAT
Design
Build
Integrate
Publish
Run
Manage
Analyze
• Real-time analytics tells us what is working, and what is not.
• It closes the loop!
“Mobile Applications Lifecycle”
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THE IMPORTANCE OF ANALYTICS
“Analytics and testing capabilities are increasingly important, not only for B2C requirements … but also in B2E ...”Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
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SMALLER WINDOW, BETTER VISIBILITY
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Operations Insights
Supply Chain Insights
Marketing Insights
Employee Insights
Sales Insights
Point-of-Sale Insights
Customer Insights
Brand Insights
Business Insights
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1. It’s ultimately about improving the customer experience
2. It’s about differentiating based on service
3. It’s about looking at your business through the eyes of the customer
4. It’s about identifying “blind spots” of opportunity in the business
5. It’s about using mobile to mine more value from current channels
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PARTING THOUGHTS
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ABOUT US
Background
• Headquartered in Jersey City, NJ
• Offices in Boston, Toronto, Guildford, Krakow, Bangalore, Seoul & Hong Kong
What We Do
• Antenna Deploys Happiness
• Mobile internet and apps specialist
• Broadest portfolio of employee-facing and customer- facing mobile apps
• Powered by AMP - a best-in-class mobile enterprise application platform (MEAP)
How We Do It AMPchroma™
• The industry’s first cloud platform for managing the entire mobile lifecycle.
• It turns the promise of mobile into profits.
Who We Do It For
• 75 Global 1000 clients
• Coca-Cola, Hallmark, Home Depot, HSBC, J&J, Merck, NASA, Telenor, Wal-Mart and Xerox
Investors • North Bridge, Polaris, Commonwealth and Investor Growth Capital
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Thank You