The world of mobile, social, and rapidly expanding data

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The World of Mobile, Social, and Rapidly

Expanding Data

Fredrik Tunvall

fredrik.tunvall@ovum.com

@tunvall

Sep 10, 2013

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IT needs to be ready for continuous disruption

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We all emit data, lots of it.

Data needs to be front and center,

no matter how small or big

Intelligence and analytics are

universal, “Big Data” isn’t

Data are everywhere

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Analytics is central in an intelligent business

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Access here (and there)

Mobile access is nothing new

But tech advancements and

business requirements have

changed the use cases and

opportunities

E.g. mobile BI empowers

business users to make

informed decisions anywhere

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Mobile BI is a growing enterprise trend

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Interactions everywhere

Social is external and internal

Social is (mostly) bidirectional

Social is data

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Store

Research

Shop

Select

Purchase

Use

Support

Recommend

Repurchase

Ads

Word of

Mouth

Store

Web

Mobile

app

Call

SMS

IVR

Call Email

Chat

Web

Forums

Social

Media

Social

Media

Web

Word of

Mouth

Social

Media

Social

Media

Social at each stage of the customer experience

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And social media matters..

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Mix data, mobile, and social together

Smart connected interactions

Data

BI

Analytics

CRM

Web interactions

Devices

Smartphones

Tablets

Web browsers

Social Channels Applications

Email

SMS/Text

Social media

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Use data, mobile, and social to personalize your

products and services

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Recommendations

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Create an information driven business - internal

Analytics is not just for power users – it is for everyone

D-I-Y data access, data exploration, and build (reports, dashboard,

etc.)

Consumerization of IT - “Google fast, Apple simple”

Value add: Ad-hoc data exploration; find diamond in the rough,

wisdom of crowds

Technology Solutions: Most BI and analytics vendors offer self-

service tools for the business user – data visualization, ease-of-

use, and mobile are central functionalities to look for.

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Create an information driven business - external

Listen to the social drum – what are your customers saying?

Analyze interactions and align accordingly

Mobile is becoming a “must-have” rather than “nice-to-have”

Value add: Being platform agnostic and social media savvy can

be differentiators. Using analytics to individualize products and

service can be a game changer.

Technology Solutions:

Tools that allows companies to analyze and integrate external data

with internal.

Tools that allow companies to take action and interact externally in

the now.

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Understand your journey

1. Properly identify end-user demographics and

requirements (both external and internal)

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E.g. what device should we support..?

*Ovum: 'Mobile Phone and Smartphone Forecast 2013–2017

34% 33% 33%

20% 19% 20%

29% 30% 28%

19%

22% 22% 23% 23% 24%

17% 17% 16%

55% 56% 54%

60% 58%

53% 55%

52% 50%

61%

53% 52%

62%

54%

51% 54%

60% 58%

4% 5% 7%

5%

11%

17%

7% 9%

12%

5%

10% 10%

5%

13% 15%

8% 10%

12%

0%

10%

20%

30%

40%

50%

60%

70%

2013 2015 2017 2013 2015 2017 2013 2015 2017 2013 2015 2017 2013 2015 2017 2013 2015 2017

North America South & Central America Western Europe Eastern Europe APAC Middle East &Africa

Apple iOS Google Android Microsoft Windows RT

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But!

*ben-evans.com

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Understand your journey.. continued

2. Information-driven applications

are a joint venture between IT

and business

3. Conduct pilots and POCs

4. (Most) UI and UX need to

resonate with consumer apps

5. Learn from your peers (start right

here!)

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Final thought: Transformation can be painful, but..

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Thank You

Fredrik Tunvall

fredrik.tunvall@ovum.com

@tunvall