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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