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The mobile phone is a single device with multiple channels to access information and services. This session will highlight how enterprises can leverage these multiple channels to ensure anytime and anywhere availability of business applications, while simultaneously improving customer service. This is critical for success, as virtually every customer of every enterprise has a mobile phone today.
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Multimodal Mobility
SMS, Voice, Mobile Apps, Mobile Web
as key enablers of Enterprise Mobility
Interop, 2009
VeerChand Bothra
Ravience Digital Pvt Ltd
Many Stats – Two Facts
Virtually all your Customers have a mobile phonemobile phone
Virtually all your Employees have a mobile phone
Time to Act
Has your Customer Service changed?
Has your Marketing Has your Marketing changed?
Have your Business Processes changed?
IT or Island?
Enterprise Mobility Value Chain
• Workflow
• Transactions
• Information Access• Information Access
• Instant Messaging & Calendar
• Voice
Modes of Mobile Access & Delivery
• SMS
• Voice
• Mobile Apps
• Mobile Web• Mobile Web
• Bluetooth
• Wifi
• USSD
SMS
• Outbound
– Bulk SMS
– Unicode messages
– A2P using HTTP– A2P using HTTP
• Inbound
– Longcode: Standard rate Virtual number
– Shortcode: Premium rate number
– P2A using HTTP
Voice
• Voice site is an IVR system
– Access through a Toll-free, Standard-rate or Premium-rate number
– Can be in any language and work across handsets
– Navigation through
• Touchtone input
• Speech recognition
• Automated Outbound Dialing (OBD)
– Recorded voice prompt (clip)
– Dynamic patching of data through text-to-speech
– Numbers are automatically called and the voice prompt is played out to them
– 30 or 60 second pulse
– The call can be interactive and user’s response can be stored
Mobile Web and Apps
• Made for Mobile Web browser sites
– Mobile websites are not the same as PC websites
– Rs 3,000 price point for GPRS handsets
– Cost of data download is relatively high – approx. Rs 5-10 per MB
– Constrained device: small screen, lower processor speed and memory
• Mobile Apps• Mobile Apps
– Greater control over UI and Experience
– Requirements planning e.g. Need to access to contacts
– Device planning
– Technology planning
• Java (J2ME)
• Symbian
• Windows
Use Cases
• Field Force Automation
• Order Tracking & Production Planning
• Incentive schemes for B2B channels
• Self-service for students
• Stock Broking Risk Management automation• Stock Broking Risk Management automation
• Alerts for Airlines
• Critical message delivery for ATM monitoring
• Voicesite for complaints & feedback
• Mobile donation collection
Use Case: Field Force Automation
FR clicks on the link in SMS to get details like client profile, service history etc. using the mobile browser
[4367] Mr Ram Gupta, 7/31, Sharma Nagar, Andheri East, Mumbai, 400069. 02226843632 http://mget.in/4367
Field Rep (FR) gets 3 SMSes in the morning
Manager can check progress in real time from his PC web interface
Fr is presented with a menu, having options to report the status of the call
Voicesite identifies FR from his caller ID, asks him to enter MPIN and then asks for the call code (4367)
He calls a Voicesite (IVRS) number from his mobile 02234348877
He completes the client call
Challenges
• RoI?
• Security
• Devices Management
• Application Portability• Application Portability
• Middleware
• Mobile Policy
Thank You!
• VeerChand Bothra
• +91 98198 39790
• veer@ravience.com
• http://www.ravience.com
• http://www.mobilepundit.com
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