Creating a Mobile Strategy in 1-Week
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Welcome.@propelics
Questions, Commentsto #mobilestrategy
Creating a Mobile Strategy in 1-Week
October 25th, 2012
Propelics Background – About Us
• 15+ year track record
• Fortune 500 clients• Global experience• 100% focused on
mobile for the Enterprise
• San Jose, Boston, Pittsburgh
Propelics creates mobile strategies and world class Apps for the Enterprise.
Trusted by companies like yours:
#mobilestrategy
Enterprise Mobile Strategy Services
Enterprise Mobile Strategy
Mobile App Portfolio
IT Readiness for Mobility
BYOD and MDM Strategy
Innovation through visualization
Center of Excellence Creation
Mobile Advisory ServicesMobile Mentoring
Executive Education
Speaking Engagements
Mobile App DevelopmentUX Design
Onshore and Offshore App Development
Mobile App Architecture
Prototype Factory
What We Do
Eric Carlson: Propelics Partner
Eric is a seasoned leader with a keen eye
for emerging technologies. He is well
respected in both technical and business
circles, due to his ability to match up the
right amount of technology "geekiness"
with business understanding to craft truly
unique solutions.
As a seasoned executive, with startups through
successful exits to his name, Eric has the
experience to advise companies on the discipline
and objective approaches that are needed to turn
ideas into reality. #mobilestrategy
Agenda
• Trends and Challenges within Mobile Today• Mobile Strategy Components and
Considerations• Developing Your Strategy in 1 Week
- Approach- Process- Tools- Deliverables- Schedule
• Client Examples• Q&A / Next Steps
Missed your topic? propelics.com/lets-talk
MobileMarketing
MobileService
MobileExperiences
MobileSales
MobileAdvertising
QR Codes
Loyalty Programs
MMS
Alerts
Mobile DB
Coupons
LBSService Alerts
Service RequestManagement
Customer ServiceApps
mCommerce
CustomerApps
HTML5/Mobile Web
One-on-OneSalesApps
CRM Integration(Account/Contact/Oppty)
Quoting/Ordering
Pricing/Discounts
Pricing/Discounts
Display Ads
SMS Ads
AdWordsMobile
Mobile Payments
Definition is Expanding
CustomerSales App
MobileMarketing
MobileService
MobileExperiences
MobileSales
MobileAdvertising
QR Codes
Loyalty Programs
MMS
Alerts
Mobile DB
Coupons
LBSService Alerts
Service RequestManagement
Customer ServiceApps
mCommerce
CustomerApps
HTML5/Mobile Web
One-on-OneSalesApps
CRM Integration(Account/Contact/Oppty)
Quoting/Ordering
Pricing/Discounts
Pricing/Discounts
Display Ads
SMS Ads
AdWordsMobile
Mobile Payments
Definition is Expanding
CustomerSales App
“By 2015, 70% of your customer interactions will originate from a mobile device…”
Source: Gartner 2011
Methods of customer interaction will change
Source: Morgan Stanley, 2011
Experiences are increasing usage and
expectations
#mobilestrategy
97%of organizations
indicated that either some or all
of their employees had
employee-liable devices
Source: AppCentral Survey 2011
90%of CIOs are expecting to
deploy mobile applications within
their company in the next 12 months
Source: Kelton Research, 2011
Everyone wantsmobile, but most companies aren’t sure what to do with it.
• Which areas of the business should be the focus?
• How can we leverage mobility as a differentiator?
• What is the business transformation opportunity with mobility?
• How can we leverage mobility to better interact with our customers? Distributors? Employees? Resellers?
• How do we simplify our processes for mobile use?
• Which apps should be built and in what order?
• What is our readiness – business and IT?
• What is the right security policy? Device, App, data?
• What type of devices should be supported? What about BYOD?
• What use cases are best supported on the phone vs. the tablet?
• What skills are needed? What technology is needed: MDM, MDAP?
• How do we integrate these devices with our corporate data stores?
…and many more
Point of View – The Law of Three
#mobilestrategy
Q:How do we truly leverage mobility?
IT Governance and Policies
Services and integrationSecurity and Risk Management
Device Management App Development methodology
Architecture
Technology Considerations / IT Readiness
Enterprise MobilityStrategy
Business Drivers
Customer Interaction strategies
Mobility Perspectives
Growth
Competitive differentiation
Brand Perception
Penetration
Customer SatisfactionRetention & Loyalty
Cross Industry Considerations
Regulatory Considerations
Mobility Strategy: Components
7 Considerations - Enterprise Mobility
1.Speed of Innovation is Critical
2.An App is Not a Strategy
3.Avoid the Wild West of App Development
4.Mobility is Not a Bolt on
5.Simplify the Enterprise
6.User Experience is Everything
7.Incorporate Ideas from Other Industries
Read More: propelics.com/perspectives
1. Speed of Innovation is Critical
Build for 1 Year.
Iterate, iterate, iterate.
Long strategy projects don’t work. #mobilestrategy
Business Drivers
INNOVATION HOTSPot
Innovation thru
Visualization
Market Opportunity
Innovation Strategy & Alignment
Business Segments, Verticals, Channel, solutions
Mobility Strategy: Approach
Action Plan
Recommend
Mobile App Portfolio
Technology Maturity
Assessment
Business & IT Roadmap
Step I: Direction Setting
Step II: Ideation, Assessment, Visualization
Step III: Roadmap & Next Steps
Direction Setting
• Direction Setting- Refine the vision- Qualitative and quantitative business drivers
- (e.g. Growth, profitability, brand enhancement, customer experience, employee experience, etc.)
- Innovation influence - (customers, employees, distributors, suppliers, leadership, partners,
resellers etc.)
• Opportunity Identification- Identify Innovation “Hot Spot”
- Business Value- Innovation- Mobile Suitability- Competitive Advantage- Readiness
Direction Setting &
Opportunity Identification
1
Innovation Heat Map
#mobilestrategy
Innovation Heat Map
Inno
vatio
n
Shar
e of
Bu
sine
ss
Prop
ensi
ty to
us
e M
obili
ty
Com
petiti
ve
Adva
ntag
e
Read
ines
s
Busi
ness
Va
lue
Gro
wth
Use
Bran
d
Visi
bilit
y
Cust
. Sat
.
Industry VerticalsSolutions
Business Unit
#mobilestrategy
Ideation
• Identification of scenarios or use cases
• Ideation Framework
• Primary business value driver and actor for each scenario
• Use Case (not App) Identification
2Ideation and
concept generation
Ideation Framework
#mobilestrategy
Ideation Framework
Convergence
• Prioritize key scenarios:- Level of Innovation- Business Benefit - Organizational and Technical
Readiness- Ease of Implementation
• Characterize the technical viability based on constraints, effort, and cost
• Assign rankings to the scenarios and identify the app portfolio
Convergence &
App Portfolio
3
Scenario Matrix
App Portfolio
#mobilestrategy
Scenario Matrix
• Business Value• Innovation• Readiness• Ease of
Implementation• Extensibility across
focus areas
#mobilestrategy
IT Discovery and Assessment
Sta
ge 4
Sta
ge 3
Sta
ge 2
Sta
ge 1
Sta
ge 5
Maturity Ranking Mobile Maturity Matrix Technology Strategy Matrix
Mobility Strategy
Enterprise Info. Mgmt.
IT Delivery & Support
Policy Definition & Governance
Network Infrastructure
App development platform
Mobile Device Mgmt. Platform
Telecom Expense Mgmt.
Wireless Svc. Mgmt.
Security Infrastructure
#mobilestrategy
Visualization is Critical to the Process
Visualize the conceptSolidify the “experience”
Simplify thinkingGather feedback
Exercise the App creation
Focuses team on experience, not requirements
4Visualization &
Prototype
App Concept Wireframe Visual Design
Planning and Next Steps
• Mobility Roadmap – Prioritized Tactics
• Phased • Recommendations –
Based on gaps in current state and desired state
• Directional plan and timelines
• Investment Plan
Recommendations, Planning and Next
Steps
5
#mobilestrategy
Monday Tuesday Wednesday Thursday Friday
8:00 – 12:00Team AssemblesPreparation and Setup• Internal Team Norming• Preparation for BreakoutsPropelics
1:00 – 3:00Client Current State Review Core Team
3:00 – 5:00Client Technical Architecture OverviewTechnical Team
9:00-10:30Kickoff Meeting• Objectives/Goals• Drivers• Critical focus areas• Prioritization criteriaCore and Extended Teams
10:45 – NoonClient Business Process Review• Actor review • Review of current business process• Potential Mobility integration pointsCore Team
1:00 – 2:30Scenario Identification• Review possible mobile scenarios• Identify dependenciesCore Team
4:00 – 7:00Documentation and prep for tomorrow• Distribute eNotes• Prep for storyboardingPropelics
8:30-10:00Scenario Briefing• Review scenario list• Refine lead scenario• Review / refine activitiesCore Team
2:00 – 4:00Business Scenario Prioritization• Prioritize Scenarios for Innovation, Business Benefit, and Business Readiness• Phone vs. TabletCore Team
4:00 – 7:00Documentation and prep for tomorrow• Distribute eNotes• Prep for sessionsPropelics
8:00 – 9:30Technical PrioritizationReview scenario list• Technical Readiness• Ease of ImplementationPropelics
10:00 – 12:00Final Scenario Review and Roadmapping Session• Present Final App Candidate Prioritization• Discuss Roadmap for Next Steps• Choose Prototype App CandidateCore Team
1:00 – 3:00Top App Candidate Process Flow• Begin Flowing out scenario for Prototype candidateCore Team
3:00 – 7:00Documentation and prep for tomorrow• Prepare dependencies• Consolidate observationsPropelics
8:00 – 10:00Summarize Data Gathered during Discovery SessionsPropelics
10:00 – 12:00Findings, Recommendations, and Next Steps
Prototype PresentationCore and Extended Teams
Yes, this is possible in a week
#mobilestrategy
Example 1: Country’s Largest Child Care Provider
• Initial State- Corporate account team looking for ways to innovate- Back and forth paper-based processes for sales- Customer processes very manual
• Propelics Approach- Capture and prioritize use cases- Innovation benchmarks: Simplify, Grow, Inform, Differentiate
• 1 Week Propelics Process- Begin with business drivers – tangible benefit on day 1- Identify mobile scenarios for sales team and customers- Grade the scenarios (value, readiness, etc.)- Review native vs. web, tablet vs. phone
#mobilestrategy
Example 1: Country’s Largest Child Care Provider
• Findings- Consumer, Partner, and
Internal use cases- Customers are ready- Internal low readiness:
- Process- Back office systems- Data quality
• Roadmap Highlights- Customer focused
roadmap for initial phases- Simplify the process for customers (focus on the 80% of
scenarios)- Elegantly handle changes and notifications. Remove phone
processes- Grow user base through mobile app usage. Fold in marketing
efforts- Ability to re-define the industry – Technology enabled re-
branding
#mobilestrategy
Example 2: Major U.S. East Coast Retailer
• Initial State- IT initiated conversation, had visibility to 10-12 mobile use cases- Unsure of IT readiness: Network, security, wireless,
management
• Propelics Approach- Determine, prioritize mobile use cases across business teams- Determine IT Readiness for identified mobile use cases- Define business App portfolio and initial IT strategy
• 2 Week Propelics Process- Business team meetings (Merch., Store Ops, Store Dev, Store
Planning, Distribution, Legal, HR, Loss Prevention, Real Estate, Procurement, etc.)
- IT team meetings (App Dev, IT Risk, Network/Security, Help Desk, Depot, Telecom, IT Ops, BI/DW, POS, App Services, Enterprise Architecture)
- Scenario Matrix, IT Maturity Assessment, Strategy Matrix, Roadmap
#mobilestrategy
Example 2: Major U.S. East Coast Retailer
• Findings- 90+ Use Cases - Multiple groups targeting same user teams- High amount of business readiness
• Roadmap Highlights- Role based App roadmap based on benefit,
readiness- Identified quick wins, tablet focus for 2013- IT needs prioritized based on use case
roadmap- People: IT org. changes and additions- Process: Data movement, support,
monitoring, development, etc.- Technology: Web services, Reverse Proxy,
MDM, Business Intelligence, MADP
#mobilestrategy
Propelics Kickstarts – Webinar Special
Webinar Special:
20% off all services
contracted in 2012!
info@propelics.com
888-405-2820
Mobile App Roadmap
Mobile App Rapid Prototyping
IT Readiness for Mobile Kickstart
#mobilestrategy
Innovation FocusEngaging ProcessMobility CentricExperience Across IndustriesEnterprise SolutionsAdvisors, Strategists, ImplementersStrategy at the Pace of Mobility
Thank you
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