Taking a strategic approach to developing mobility in e-services • Examining the criteria for decision which e-services should b e made mobile • Prioritizing mobile application development with meaningful functionality • Measuring uptake and creating deep engagement of mobile services and reviewing the results so far

1. mGovernment
By Ahmed Buhazza
Director – eService Delivery and Channel Enhancement
eGovernment Authority
Kingdom of Bahrain

2. Bahrain eGovernment
eGovernment strategy (2011-2016) for the Kingdom of Bahrain is focused on ensuring
effective delivery of government services to citizens, residents, businesses and visitors
(customers). The eGovernment strategy is summed up by:
"Delivering Customer Value through Collaborative Government"
Latest AchievementsKey Initiatives

3. 2
3
1 Paradigm Shift Key Drivers
Picking the right mix
Deep Engagement
Key Topics

4. Weak Vision?!!!

5. Legacy Life

6. World Transformation

7. Mobile Addiction

8. Technology Key Drivers to M-government
Mobile Device
Penetration
Emergence of
Mobile Internet
Mobile
Applications
[Driver 1] [Driver 2] [Driver 3]

9. [Driver 1] Mobile Devices Penetration
+
Mobile penetration percentage, Q2 2013

10. Rich Features beyond limit

11. Mobile App Progression
 Informative
 Pushed updates
 Rigid
 Integrated
 Proactive
 Trading
 Friendly
 Real-time
 Sensory Based
Integrated
What it looks like today
* * *
Static App
When it all started
The Simon was the first device that
can be properly referred to as a
"smartphone“ on 16 August 1994
by BellSouth under the name Simon
Personal Communicator

12. 2G 2.5G 3G / 4G
Voice links were
poor, capacity was
low, and security
was almost non-
existent
additional features
such as packet-
switched connection
(GPRS) and enhanced
data rates
much higher data
rates, global
roaming and are
intended primarily
for applications
other than voice
support high rate of
voice but limited data
transfers
[Driver 2] Emergence of Mobile Internet
The technology and the speed of mobile internet has evolved through various ‘G’s generations
Analog, Circuit-
Switched

13. [Driver 3] Mobile Applications
Social Network
Screen savers
Videos and Music
games
Entertainment
Mobile banking
Ticket reservations
Trading
Utility payment
Business
Get directions
locations of service
QR Code,
Augmented Reality
NFC..etc.
Sensors Based
News
stock prices
Directory
Information
Individual Lifecycle
Business Lifecycle

14. Anything
Any information that
matters
Everyone
Leveraging human
networks
Anywhere
Delivery Platform
that allows people to
come together
anytime, anywhere
Anytime
Access anytime we
need it
Convergence of these forces: Entering an “Always on” era
Mobile
CloudInformation
Social
Always on
Key Technology Drivers (Always on)

15. Demands from Anyone, Anywhere, Anytime
CUSTOMERS
[Citizens,
Business,
Government]
How to deliver?
Service Levels
Commitment (QoS)
Capacity
Building
Marketing &
Awareness
Processes
& Policies
Increasing Demand by Users
but
Low Uptake of eServices
Launched (e.g., low impact)
Increasing Demand by
Country Leadership
New Trends in eGov
& Slow Adoption

16. Three Dimension of Change

18. Picking the right mix2
Topic

19. “mGovernment Mobile
government, is the extension
of eGovernment services to
mobile platforms”
What is mGoverment?

20. ‘Despite of its significance, m-
government cannot be seen as
replacement of e-government,
and in many cases it will be
complementary to e-government
efforts.’
Complementary role

21. Cost reduction
Efficiency
Transformatio
n/modernizati
on
Added
convenience
and flexibility
Better services
to the citizens
Reach larger
Key Value
Mobile Platform Advantages
Very PersonalAlways on - Connected
24/7
Intuitive for Everyone Your Eyes (Camera) and
Compass (GPS)

22. Mobility of the citizens
Globally E-government
efforts aim to benefit from
the use of mobile and
wireless technologies in
improving governments’
fundamental functions.
The value of m-government
comes from the capability of
supporting mobility of the
citizens, businesses and
internal operations of the
governments.
Smart Phones Tablets Data Collectors

23. More Challenges of Serving Services

24. Apps Selection

25. Mobile Applications Selection Criteria
Need of mass
communication
Real time
information
required
Amount of
Information
need to be
captured
Sensor featured
Need of
Availability
Anywhere
Mobile Application Service is any eService that meets at least one of the
following selection criteria:

26. Quick Wins
Long List of eServices
Service 3
Service 4
Service 2
Service 312
Service 1
…
Service 5
Service 6
Service 7
Service 8
Service 9
Service 10
Service 11
Service 12
Service 13
Short List of eServices
Service 4
Service 5
Service 3
Service 141
Service 1
…
Service 7
Service 8
Service 9
Service 11
Service 12
Criteria Key Questions
Filtering Criteria:
 Is this service transactional? If yes,
proceed, else de-prioritize
 Is this service simple to complete? If
yes, proceed, else de-prioritize (i.e.,
job application, welfare application
were de-prioritized)
Frequency of
Usage
 How often would a
citizen / resident
typically use this services
during the course of a
year?
Target
Population
Volume Usage
 Would a large portion of
the population use this
service?
 Does the service cater to
a broad segment of the
population?
eServices with identical priority scores were
further sorted based on three mobile-related
criteria (sensor-based, real time and mass-
communication enabled)
Prioritization Process
Innovative Value Driven

27. Packaging
eServices to Mobile Apps Mapping
1
…
Report Road Fault
Sanitary Connection
7
Check Appointment in SMC
Private Appointment
…
4
Electricity Payment
Municipalities Payment
Traffic Contravention Payment
…
3
Bill Payment
Submit Meter Reading for Billing
Complaints of High Elect. & Water
Consumption
….
Payment History
2
Tracking of Postal Packages
…
8
Health Suggestion and Complaints
Complaints Status Enquiry
Consumer Protection – Registered
Complaints
…
9
Loan Overdue
Loan Statements
…
10
Check your Blood Record
Child Immunization Record
…
6
Student Exam Result
…
11 Visa5
Events Registration
…
Groups of Prioritized eServices List of Recommended Mobile Apps
PartiallyAvailableonMobile
(LimitedFunctionality)NewonMobile
2
3
4
5
6
7
8
9
10
1
11
Municipality Services Request
Postal Services
Electricity Services Management
Suggestions & Complaints
Bahrain Events
Student Services
Medical Appointment Scheduling
Integrated Payment
Housing Loan Services
Health Records Request
Visa

28. Smart Partnership

29. Top 10 Ten Trends 2013 (Gartner)
Trend 1: Mobile
Device Battles
Trend 2: Mobile
Applications and
HTML5
Trend 3: Personal
Cloud
Trend 4:
Enterprise App
Stores
Trend 5: Internet
of Things
Trend 6: Hybrid IT
and Cloud
Computing
Trend 7: Strategic
Big Data
Trend 8:
Actionable
Analytics
Trend 9: In
Memory
Computing
Trend 10:
Integrated
Ecosystems

30. Deep Engagement3
Topic

31. June 2013
Uptake and citizen engagement mechanisms
 On average 70% of people in every GCC country have a
smart phone
 Governments all around the world are increasingly
providing services through mobile
Customer Incentive / Loyalty Programs
 Offering rewards (e.g., discounts, prizes and privileges) to
encourage increased eServices usage and adoption
 The target population for the incentive programs can be
both citizens and government entities
 Governments are infusing attributes of gaming – fun,
competition, recognition, status, etc. – into delivery of
services to influence uptake
Practical & Valuable - Mobile / Apps
 Constituents are expecting seamless experiences and
interactions with Governments through usage of advanced
e-Services (e.g., exchanging images, geo-coordinates, 24/7
access)
Gamification User Experience

32. eLoyalty Programs
 A monthly prize draw to win one of 5
iPad minis open to all new customers
who execute an online transaction
 Volume licensing discounts for
governments, educational institutions
and healthcare organizations
 An integrated points program by SK
Group, allowing ~40 million users to
collect and spend points at over
50,000 online shops, movies and
restaurants
 A frequent flyer program giving
exclusive benefits for its members
such as lounge access, fast customs
tracks, priority
boarding, etc.
2
Prize
Draws
Discounts
Products &
Services
Treatments
User enters
into draws to
win prizes
User receives
discounts on
services
User can
redeem points
for varying
products and
services
Users receive
special
treatment on
certain delivery
of services
Loyalty
Mechanisms
Private Sector
Examples
 Monthly prize draws open to all who
execute online transactions
 A discount for on-time, online
payments (e.g., discounts on traffic
fines paid online within 48 hours of
issuance or 5 consecutive on-time,
online payments)
 An integrated point system, enabling
point collection and redemption for
bills, merchandise purchases, etc.
 A tier-based recognition program that
grants status tiers based on earned
points and special exclusive rights
(e.g., priority line at government
service offices)
Application to Public
Sector
Loyalty Bandwagon

33. Smart Complain Management
Be the first to know….

34. Are my Apps effective
• Ease of modification
• Rendering speed
• User handling
• User friendliness poll
• Platform versions your
app is available
Product view
• Down time
• Modification &
enhancements
• Bug Ratio
• Scalability
Technical View
• Number of downloads.
• Number of users
• Measure how frequent visits
are, and compare with the
number of users.
• Time is spent within the app.
• Feedback on the application
User view

35. Maintain Maturity
Data
Analysis
Enhance
Collect the data based
on preset evaluation
criteria
Analyze the data and
run different
hypothesis
Include features and
recommendation based
on the analysis

36. Make it agile
1. Identify
the
opportunity
for App
2. Analyze
features
3. Create
the story
board
4. Plan the
iterations
5. Release a
trial run
6. Analyze
the
results
7. Draw
conclusions
8. Adopt, Adapt
or Abandon
9. Prepare for next
iteration and the
feedback
Start
More
Features
Less cost of
change
High
Customer
satisfaction
Less Bugs

37. Kano Model
Basic Attributes
Features that the product
must have in order to meet
customer demands
Performance Attributes
A better performance attribute
will improve customer
satisfaction. Price is closely
tied to performance attributes
Excitement Attributes
Excitement attributes are
features unforeseen by the
client but may yield
paramount satisfaction.
So Are we ready for innovative change ?.....

38. Advancing Bahrain to New Heights
Thank You
Internal Document | External Document