Cours d'introduction "Mobilie Applications" MDSI EMLYON Business School

1. Mobility
bringing business into context
Lee SCHLENKER – EMLYON
EMLYON Business School
©2012 LHST sarl

2. Agenda
Intro Impact Application Metrics
©2012 LHST sarl

3. I. Introduction
Intro Impact Application Metrics
©2012 LHST sarl

4. How can IT improve productivity?
Focus Improve Knowledge Leverage Mesure
Organization Processes Explicit Transactions Efficiency
Services Delivery Implicit Interactions Effectiveness
Networks Relationships Emerging Interactions Innovation
Search Relevancy Connected Associations CTR
Mobility Context Embedded Proximity Relevancy
Intro Impact Application Metrics
©2012 LHST sarl

5. Objectives and agenda
Séance 1 07/02/2013 Introduction
9h00
Séance 2 07/02/2013 Le Cahier des Charges
14h00
Ce module explore : Séance 3 15/02/2012 Etudes de cas
14h00 Microsoft
• les enjeux pour l'entreprise Séance 4 01/03/2013 Etude de cas Logica
• l'étude des besoins 9h00
Séance 5 01/03/2013 Présentation des
• les concepts fondamentaux et
14h00 livrables
l'architecture de la mobilité
• la maquettage de votre
application
• la mise en œuvre et la gestion du
projet Intro Impact Application Metrics
©2012 LHST sarl

6. Module Evaluation
Students will be evaluated on the pertinence and
ergonomics:
• Of their requirement study for a mobile
application (100%)
• What specific business problem(s) are you
addressing?
• What are the applications’ specifications?
• Which platforms, languages, and functions will be
used?
Commentary, examples and analysis of
• How will the project be managed?
mobile business can be found at
http://www.scoop.it/t/mobile-business
Intro Impact Application Metrics
©2012 LHST sarl

7. Market Scope
• In 97 countries around the world, there
are now more mobile devices than
there are people.
• Global mobile application store revenue
topped $15 billion in 2011
• By 2015, 500 millions smartphones and
200 millions tablets will be in circulation
• There were 158.1 million mobile
payment users worldwide in 2011 and
the numbers should reacf 1 billion in
2016.
'Forecast: Mobile Application Stores, Worldwide, 2008-2014
Intro Impact Application Metrics
©2012 LHST sarl

8. Mobile phone use
Texting 21.6%
Internet 16.7%
Email 15.7%
Call 7.8%
GPS 6.9%
Facebook 5.9%
Prosper Mobile Insights asked
Apps 4.9% smartphone users what smartphone
News 2.0%
function they cannot live without, and
one in five (22%) said texting, followed
Bluetooth 2.0%
by internet (17%) and texting (16%).
Calendar 1.0%
Intro Impact Application Metrics
©2012 LHST sarl

9. 76% Use Location Check-in Services
In total, 16.7 million mobile subscribers, including 12.7
million smartphone subscribers (76% of the
smartphone owners), used location-based check-
in, according to comScore.
36.6%
34.7%
33.7% Android accounted for the largest share, with about
37% checking-in, while about 34% of users checked in
27.1% from an iPhone. Apple having the highest
25.5%
22.0%
representation relative to its share of the total
smartphone market.
7.5%
2.0% 2.3%
4.3% 1.2%
2.8%
Android RIM Apple Microsoft Palm Symbian
% of Smartphone Users % of Check-In Service Users
Intro Impact Application Metrics
©2012 LHST sarl

10. Mobile Shoppers are Young, Wealthy
Mobile Retail Users, by Income
2010 Study, % of audience In terms of mobile impact and adoption
Source: Millennial Media, comScore
of what‟s new, mobile retail users skew
34% younger and wealthier than the general
mobile audience, according to data
from “Mobile Intel Series: Retail” from
27%
Millennial Media and comScore.
23%
21%
20%
18% 34% of mobile retail users earn
16% 16%
15% $100,000 or more annually, and 18% of
mobile users earn $75,000 to $99,000.
11%
About the same percentage of mobile
retail users (21%) as overall mobile
<$25K $25K to $50K $50K to $75 $75K to <$100K $100K+ users (20%) earns $50,000 to $74,000.
Total mobile audience Mobile retail users Below this income bracket, overall
mobile users have a larger share.
Intro Impact Application Metrics
©2012 LHST sarl

11. The specificity of tablets users
iPad for Business Survey 2012
IDG Connect 25%
24%
19% 19%
17%
16%
15%
12%
11%
10% 10%
9%
7%
6%
Daily Weekly Several Once a 4 or more Less than 4 Never
times per month times per times per
month year year
Smartphone Tablet
A study from the etailing group and Coffee Table, “The
„Shopping Mindset‟ of the Mobile Consumer,” indicates that
tablet users are more likely than smartphone users to engage in
online buying and/or browsing on a daily, weekly, several times
per month, and monthly basis than smartphone users.
Intro Impact Application Metrics
©2012 LHST sarl

12. Zoho CRM
• Salesforce, marketing automation,
customer support.
• Instant access to the Leads,
Accounts, Contacts, Potentials,
Cases
• Automatically syncs contact
information between the device
and the online application
• GPS locator and camera
integration
Intro Impact Application Metrics
©2012 LHST sarl

13. Amazon
• One-stop shopping in a click
• Deals, recommendations,
wish list and the shopping
cart
• Take photos of items for
later reference, or search by
bar code
• Towards a database of
intentions?
Intro Impact Application Metrics
©2012 LHST sarl

14. Shopkick
• Shopkick, lancée en août 2010 à Palo
Alto
• C’est une application de géolocalisation
permettant de gagner des points et
recevoir des coupons promotionnels
• Plus de 2,3 millions de consommateurs
ont téléchargé l’application générant
ainsi plus de 2 millions d’entrées
physiques en magasin
• Une fois en magasin, des taux de
conversion en clients de 15 à 20%.
• Au total, plus 700 millions de produits
ont été consultés via l’application dont 7
millions ont été scannés durant une
visite en magasin.
Intro Impact Application Metrics
©2012 LHST sarl

15. Giffgaff
• Giffgaff - gaelic for mutual giving
reflected in their manifesto
• Social CRM : member gets
member, eVouchers, goodybags
• Customer service is member
driven
• Giffgaff labs – crowdsourcing
product testing
• Payback for miles, cash or
charities
Intro Impact Application Metrics
©2012 LHST sarl

16. Zaarly
• Zaarly is a buyer-powered
market - focus on what people
want than what they have
• Creates a broad, transparent,
and social marketplace
• 43 percent of the items are
requests for "stuff, 40 percent for
services, and 17 percent for
"access to experiences“
• Business model based on
transactional sales
Intro Impact Application Metrics
©2012 LHST sarl

17. Introduction
Intro Impact Application Metrics
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18. Mobile Commerce
• Mobile e-commerce: Transacting
with an e=commerce site via a mobile
device.
• Mobile payment: Payment using the
smartphone as the conduit.
• Mobile commerce (in-store): The
ability to purchase physical goods in
the store via an app that interacts
with the store’s point-of-sale system
John Caron
Intro Impact Application Metrics
©2012 LHST sarl

19. Mobile Applications
• Mobile Apps are apps or
services that can be pushed to
a mobile device or downloaded
and installed locally.
• Classification
• Browser-based:
apps/services developed in a
markup language
• Native: compiled applications
(device has a runtime
environment). Interactive apps
such as downloadable games.
• Hybrid: the best of both
worlds (a browser is needed
for discovery)
Intro Impact Application Metrics
20
©2012 LHST sarl

20. Application types
Intro Impact Application Metrics
©2012 LHST sarl

21. Convergence + Context
• Convergence: When bricks and
mobile finally integrate to provide a
holistic shopping experience whereby
each shopper has a unique
experience with the physical store.
• Context: When mobile couponing,
offers, location, check-ins, etc.
become personalized to the individual
shopper based on who they are, what
they like, where they are, what they
want, and what they’ve just scanned
John Caron
or purchased.
Intro Impact Application Metrics
©2012 LHST sarl

22. Context over Process
• Context : The setting
(circumstances) in which an event
occurs
• Process : A structure of activities
and tasks in response to customer
demands
• Processes are models whereas
context reflects patterns of
interaction
Saavedra • Context has geographical and
social dimensions
Intro Impact Application Metrics
©2012 LHST sarl

23. Changing IS skills
• Analyse the user experience and
the context in which they « work »
• Design applications essentially
from web services
• Understand how the various
mobile platforms are built
• Develop mobile strategies that
match the underlying business
models
Intro Impact Application Metrics
©2012 LHST sarl

24. Giving « an application » new meaning
• Aesthetic, convenient user
interface
• Asynchronous
Communication
• Always-on network
connectivity
• Critical personal data
• Built-in interactivity
Intro Impact Application Metrics
©2012 LHST sarl

25. Revenue Models
• Advertising revenue
• Brand Takeovers
• Download fees (and upgrades)
• In-app purchases
• Subscriptions
• Two-sided model (the app as a
platform)
Paulina Delgado Soots
Intro Impact Application Metrics
©2012 LHST sarl

26. Emerging Applications
• Location Based Services
– Users are already showing interest as
illustrated by increasing use of text message
alerts on local news/weather/traffic reports
– Location information available on increasing
number of devices
– Mobile Payments
– Mobile Ticketing
Intro Impact Application Metrics
©2012 LHST sarl

27. Application
Intro Impact Application Metrics
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28. Visionning the opportunity
•How could real time access to company
information change customer buying
behavior?
•What different mobile functions could change
the way you do business?
•What business data would you like accessible
anytime, anywhere for your managers?
•How might your managers use mobile devices
to interact with your business?
•How could your employees be more
productive off-site?
Intro Impact Application Metrics
©2012 LHST sarl

29. Organizational Issues
• Integration into business process
– Business model, information flow
• Integration into organizational
structure
– Who is responsible for what?
• Integration into technical
infrastructure
– Devices and communication
infrastructure
• Integration into security concept
– Danger of new security leaks
Intro Impact Application Metrics
30 ©2012 LHST sarl

30. Technical Implications
• Application scenario
– Choosing an appropriate scenario
• Mobile device
– Software infrastructure, hardware
requirements
• Communication technology
– On-/Offline scenario
– Wireless Wide Area Networks/ Wireless
Local Area Networks
– Communication protocol
• Application architecture scenario
– Thin/fat client
Intro Impact Application Metrics
31 ©2012 LHST sarl

31. Languages and development
environments
• jQuery Mobile – jQuery Mobile is a
lightweight framework which built with
progressive enhancement, and has
a flexible, easily theme able design.
• Mobl - mobl is a free and open source
language for speed up mobile application. It
deploy on iOS, android, and
other phones supporting HTML5.
• MoSync - MoSync is an open source SDK,
using C++ and a set of powerful APIs.
• Sencha Touch - Sencha Touch is an
application framework build to leverage
CSS3, HTML5, and JavaScript.
Intro Impact Application Metrics
©2012 LHST sarl

32. Ecosystem issues– content, devices
and networks
Intro Impact Application Metrics
©2012 LHST sarl

33. Mobile Application Project Manager
Intro Impact Application Metrics
©2012 LHST sarl

34. Consumer Categories
Intro Impact Application Metrics
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35. Adapting strategy to context
Intro Impact Application Metrics
©2012 LHST sarl

36. Segment by customer needs
Admin Intro Impact Application Metrics
©2012 LHST sarl

37. Growth areas
• Location based services and also
provide content sharing over social
networking
• Mobile knowledge workers on the
move : CRM, SCM, ERP
• Point of sale (POS) terminals for
payment delivery functions
Intro Impact Application Metrics
©2012 LHST sarl

38. Metrics
Intro Impact Application Metrics
©2012 LHST sarl

39. Funnel Analysis
• Why are users are failing to complete proposed
activity?
• Monitor conversion rate using unique visitors
and click-through rates.
• Landing pages provide the biggest challenge to
digital challenges.
• Reduce number of steps to facilitate
engagement.
• Reduce the number of fields that require user
input.
• Check for leaks: visitors might not be dropping
completely but using other routes.
Cian O' Sullivan
Intro Impact Application Metrics
©2012 LHST sarl

40. Social stickiness
• What aspects of your app are influencing the
mindset of your users?
• Monitor the « stickiness » of your message
through number of visits, time spent per
visit, citations and redirects.
• What customer challenges/opportunities are you
addressing?
• What skills and knowledge are you targeting?
• How does your application fit into the story that
your customers are trying to tell?
Intro Impact Application Metrics
©2012 LHST sarl

41. Mapping context
• Why your user base does what it does?
• Tracking time and location to map out
the spaces where "what's going on"
happens.
• Context is a means of measuring the
extent to which a vision (product,
service, idea) can be shared
• Social spaces are constructed from a
vision, “actors”, repeatable events, and
outcomes.
Intro Impact Application Metrics
©2012 LHST sarl

42. Social graph and emergent behavious
• How does your data elucidate user
behavior?
• Social graphs are the global mapping
of your customer base and how
they're related
• Capture and monitor identity, quality
and structure of relationships with
others
• Emergent behaviors – what new
business opportunities might be
explored? Alex Iskold
Intro Impact Application Metrics
©2012 LHST sarl

43. The Size of the App Economy
• US app industry has been
found to have more
than 466,000 jobs
• The app development industry
is providing more jobs than
software publishing and the
telecom carriers
• The industry produced $20
billion in revenue, with Apple’s
App Store alone registered as
having 124,475 active
publishers adding content to it.
©2012 LHST sarl

44. What does it take to
convert information into
productivity?
Mobile App
Requirement
Study
E-Stratégies
Bringing business into
Prof. Lee SCHLENKER Sébastien BRISON
context ©2012 LHST sarl

45. Requirement Study (Cahier des
Charges)
Introduction
Purpose
Scope
Business Model
References
Overview
Specific Requirements
Functionality
Usability
Performance
Security
Design Constraints
Supporting Information
©2012 LHST sarl

46. Purpose
« This document will describe
all the functional and
nonfunctional requirements,
design constraints, and other
factors necessary to build my
application. It will also
describe the expected use
scenarios, business model,
and evaluation metrics of the
application”.
©2012 LHST sarl

47. Scope
« This mobile application has
been designed as a two-part
project. The first part
corresponds to the requirement
study of the “Mobile Applications
Module” of the MDSI at the
EMLYON.
The second part will the design
of a working prototype using the
Windows development
platform.”
©2012 LHST sarl

48. Business Model
• Describe the application’s target
audience by needs
• Specify how the applications
functions and processes provide
measurable value
• Provide the user metrics with
which the application can be
evaluated
• Describe how your company will
make monetize this application
©2012 LHST sarl

49. References
« This mobile application has
been based on a study of
comparable applications
currently on the market. These
include :
…..
…..
…...
……”
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50. Application Overview
« This product will be used…
The primary users are ….
The primary benefits are….
The primary risks are….”
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51. Functionality
For each function :
Describe and prioritize the
function
Diagram the dataflow
Document the requirements
(preconditions and post-
conditions).
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52. Usability and Performance
• Describe the application’s
interface
• Specify response time,
throughput, capacity.
• Business partners/integrators
can enhance the application…
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53. Security
Describe how the application will
deal with:
• Authorization.
• Confidentiality
• Protection of enterprise data.
• Backup and Recovery
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54. Design Constraints
• Mobile platforms
• Programming languages
• Databases
• Development tools
• Store requirements
• Legal requirements
• Professional standards
• Other
©2012 LHST sarl