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©2013 LHST sarl
What does it take to
convert information into
productivity?
Mobile
Strategy
Bringing business into
context
Prof. Lee SCHLENKER Sébastien BRISON
©2013 LHST sarl
Introduction
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Mobility rather than Mobile
• Mobility is radically different from the
"desktop" experience
• Mobility is a "lean back" experience like
sitting in the metro watching a video
• It is also "lean forward" — like shopping
at the FNAC during a lunch break
• In many cases, it's "lean free" when
you're scanning news headlines or
photos from friends in class
• Mobile is nuts, bolts, and infrastructure,
while mobility is the context which
determines customer value
David Armano
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Mobile Web Usage
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Explosion in web use
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Mobile Only?
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Mobile First
• Use the mobile web as a constraint
to think about digital design - Luke
Wroblewski
• Rethink how people play/pay
• Look where technology is going, not
where it’s been
• Make it easy to work with you
• Let your apps sell ―you‖
• Make your digital strategy
responsive
Daniel BURROS
―The simple guideline is whatever
you are doing—do mobile first‖
Eric Schmidt
©2013 LHST sarl
Use Study
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Visionning the opportunity
•How might your managers use mobile devices
to interact with the organization?
•How could real time access to company
information change customer buying
behavior?
•How could your employees be more
productive off-site?
•What different mobile functions could change
the way you do business?
•What business data would you like accessible
anytime, anywhere for your managers?
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Consumer Categories
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Adapting strategy to context
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Segment by customer needs
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl13
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 Specs MetricsUse
Scenarios
©2013 LHST sarl14
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 Specs MetricsUse
Scenarios
©2013 LHST sarl
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 Specs MetricsUse
Scenarios
©2013 LHST sarl
Ecosystem issues– content, devices
and networks
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Requirement Study
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Requirement Study (Cahier des
Charges)
Introduction
Purpose
Scope
Business Model
References
Overview
Specific Requirements
Functionality
Usability
Performance
Security
Design Constraints
Supporting Information
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
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‖.
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Scope
« This mobile application has
been designed as a course
project.
This work corresponds to the
requirement study of the ―Mobile
Applications Module‖ of the
MT114 module at the
EMLYON.‖
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
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
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
References
« This mobile application has
been based on a study of
comparable applications
currently on the market. These
include :
…..
…..
…...
……‖
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Application Overview
« This product will be used…
The primary users are ….
The primary benefits are….
The primary risks are….‖
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Functionality
For each function :
Describe and prioritize the
function
Diagram the dataflow
Document the requirements
(preconditions and post-
conditions).
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Usability and Performance
• Describe the application’s
interface
• Specify response time,
throughput, capacity.
• Business partners/integrators
can enhance the application…
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Security
Describe how the application will
deal with:
• Authorization.
• Confidentiality
• Protection of enterprise data.
• Backup and Recovery
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Design Constraints
• Mobile platforms
• Programming languages
• Databases
• Development tools
• Store requirements
• Legal requirements
• Professional standards
• Other
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
Metrics
Intro Specs MetricsUse
Scenarios
©2013 LHST sarl
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 Application MetricsImpact
©2013 LHST sarl
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 Application MetricsImpact
©2013 LHST sarl
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 Application MetricsImpact
©2013 LHST sarl
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 Application MetricsImpact

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Mobile strategy

  • 1. ©2013 LHST sarl What does it take to convert information into productivity? Mobile Strategy Bringing business into context Prof. Lee SCHLENKER Sébastien BRISON
  • 2. ©2013 LHST sarl Introduction Intro Specs MetricsUse Scenarios
  • 3. ©2013 LHST sarl Mobility rather than Mobile • Mobility is radically different from the "desktop" experience • Mobility is a "lean back" experience like sitting in the metro watching a video • It is also "lean forward" — like shopping at the FNAC during a lunch break • In many cases, it's "lean free" when you're scanning news headlines or photos from friends in class • Mobile is nuts, bolts, and infrastructure, while mobility is the context which determines customer value David Armano Intro Specs MetricsUse Scenarios
  • 4. ©2013 LHST sarl Mobile Web Usage Intro Specs MetricsUse Scenarios
  • 5. ©2013 LHST sarl Explosion in web use Intro Specs MetricsUse Scenarios
  • 6. ©2013 LHST sarl Mobile Only? Intro Specs MetricsUse Scenarios
  • 7. ©2013 LHST sarl Mobile First • Use the mobile web as a constraint to think about digital design - Luke Wroblewski • Rethink how people play/pay • Look where technology is going, not where it’s been • Make it easy to work with you • Let your apps sell ―you‖ • Make your digital strategy responsive Daniel BURROS ―The simple guideline is whatever you are doing—do mobile first‖ Eric Schmidt
  • 8. ©2013 LHST sarl Use Study Intro Specs MetricsUse Scenarios
  • 9. ©2013 LHST sarl Visionning the opportunity •How might your managers use mobile devices to interact with the organization? •How could real time access to company information change customer buying behavior? •How could your employees be more productive off-site? •What different mobile functions could change the way you do business? •What business data would you like accessible anytime, anywhere for your managers? Intro Specs MetricsUse Scenarios
  • 10. ©2013 LHST sarl Consumer Categories Intro Specs MetricsUse Scenarios
  • 11. ©2013 LHST sarl Adapting strategy to context Intro Specs MetricsUse Scenarios
  • 12. ©2013 LHST sarl Segment by customer needs Intro Specs MetricsUse Scenarios
  • 13. ©2013 LHST sarl13 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 Specs MetricsUse Scenarios
  • 14. ©2013 LHST sarl14 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 Specs MetricsUse Scenarios
  • 15. ©2013 LHST sarl 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 Specs MetricsUse Scenarios
  • 16. ©2013 LHST sarl Ecosystem issues– content, devices and networks Intro Specs MetricsUse Scenarios
  • 17. ©2013 LHST sarl Requirement Study Intro Specs MetricsUse Scenarios
  • 18. ©2013 LHST sarl Requirement Study (Cahier des Charges) Introduction Purpose Scope Business Model References Overview Specific Requirements Functionality Usability Performance Security Design Constraints Supporting Information Intro Specs MetricsUse Scenarios
  • 19. ©2013 LHST sarl 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‖. Intro Specs MetricsUse Scenarios
  • 20. ©2013 LHST sarl Scope « This mobile application has been designed as a course project. This work corresponds to the requirement study of the ―Mobile Applications Module‖ of the MT114 module at the EMLYON.‖ Intro Specs MetricsUse Scenarios
  • 21. ©2013 LHST sarl 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 Intro Specs MetricsUse Scenarios
  • 22. ©2013 LHST sarl References « This mobile application has been based on a study of comparable applications currently on the market. These include : ….. ….. …... ……‖ Intro Specs MetricsUse Scenarios
  • 23. ©2013 LHST sarl Application Overview « This product will be used… The primary users are …. The primary benefits are…. The primary risks are….‖ Intro Specs MetricsUse Scenarios
  • 24. ©2013 LHST sarl Functionality For each function : Describe and prioritize the function Diagram the dataflow Document the requirements (preconditions and post- conditions). Intro Specs MetricsUse Scenarios
  • 25. ©2013 LHST sarl Usability and Performance • Describe the application’s interface • Specify response time, throughput, capacity. • Business partners/integrators can enhance the application… Intro Specs MetricsUse Scenarios
  • 26. ©2013 LHST sarl Security Describe how the application will deal with: • Authorization. • Confidentiality • Protection of enterprise data. • Backup and Recovery Intro Specs MetricsUse Scenarios
  • 27. ©2013 LHST sarl Design Constraints • Mobile platforms • Programming languages • Databases • Development tools • Store requirements • Legal requirements • Professional standards • Other Intro Specs MetricsUse Scenarios
  • 28. ©2013 LHST sarl Metrics Intro Specs MetricsUse Scenarios
  • 29. ©2013 LHST sarl 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 Application MetricsImpact
  • 30. ©2013 LHST sarl 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 Application MetricsImpact
  • 31. ©2013 LHST sarl 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 Application MetricsImpact
  • 32. ©2013 LHST sarl 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 Application MetricsImpact