MOBILE GOVERNANCE PLAYBOOKMAXIMIZE YOUR INVESTMENT IN MOBILE STRATEGY

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CONGRATULATIONS! NOW WHAT?Like the top 10% of mobile-mature enterprises, you’ve invested in mobile strategy.(1) Your mobile roadmap shows where you want to go. But do you have the people and processes in place to get there? If not, this guide will help you understand what’s needed.

WHAT IS MOBILE GOVERNANCE?

A governance program ensures that mobile players, plans, processes, and partners are defined and working together to execute your mobile strategy.

53% already have or plan to

develop dedicated mobile teams.(2)

• Manage and focus by creating a local-to-central channel that gathers, organizes, and evaluates mobile requests from the business.

• Measure and refine by offering methodologies for assessing mobile performance, audience engagement, and opportunities for improvement or innovation.

• Standardize and scale by providing guidelines that ensure initiatives adopt consistent design, technology, and analytics standards.

A strong governance program will help your mobile stakeholders:

WHY MOBILE GOVERNANCE?

Governance reduces risk and maximizes mobile success.

Organizations with a defined mobile strategy and governance program are experiencing:

• Doubled employee productivity(5)

• 20% revenue growth(6)

• 4X higher margins(7)

Mobile-mature organizations also report lower IT spends than companies at lower levels of mobile maturity.(8)

DOES IT WORK?THE BENEFITS OF GOVERNANCE

Governance helps avoid the fractured, frenzied action that wastes both time and money. You can achieve this through:

• Sharing mobile expertise

•Creating highly visible outcomes

•Practicing accountability

• Acting on customer insights

•Guiding innovative thinking

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GOVERNANCE FOCUS AREAS

Strategy Optimize mobile strategy by assessing mobile benefits, competitive trends, business goals, user needs and evolving technologies.

Standards Develop best practices, guidelines and tools for the design, development, deployment, and measurement of mobile initiatives.

Technology Pursue efficient, effective technologies to support mobile strategy and provide a basis for ongoing innovation and growth.

51% plan to increase mobile marketing capability via internal training and development.(3)

WHAT DOES A GOVERNANCE PROGRAM INCLUDE?The goal of governance is to provide processes for repeatable success and a channel for continuous improvement. To create a strong governance program, develop key practices within each of the following focus areas.

Strategy

Mobile Strategy Can mobile drive revenue? Lower costs? Transform business processes? Yes, but big wins come from carefully aligning business goals, user needs and evolving technologies. Empower a team to own this practice.

Portfolio Management Business leaders may be eager to kick off pet mobile projects — but what’s the business case? Define strategic criteria to evaluate each idea. Create clear processes for project initiation, prioritization and approval.

Project Management The business case is solid. The team is fired up — but do they understand the requirements? Provide tools to help teams succeed in planning, design, development, deployment, support and monitoring each initiative.

Benefit Management The launch party is over. Now what? Monitor and analyze the actual return versus expected benefit of each mobile project. Communicate lessons learned as a valuable input to mobile decision making.

47% of those dissatisfied with current mobile progress point to a lack of resources and talent.(4)

Standards

Mobile Design Guide Users expect a great mobile experience — don’t let yours disappoint. Provide guidelines to promote consistent look and feel, user flow, and usability standards across your mobile initiatives.

Development Guide Mobile applications often face common architecture and coding challenges. Improve time-to-market by collecting hard-earned knowledge from previous projects and encourage sharing across technical teams.

Vendor Selection The pace of mobile change can create resource shortages. Develop a capability matrix across a set of approved mobile partners to allow teams to easily select appropriate partners for any initiative.

Security & Usage Policies Offer security controls based on data sensitivity and define a clear, common-sense policy on use of company-issued and “BYOD” devices.Share best practices and lessons learned to ensure all mobile initiatives comply.

Technology

Device & Application Management Users take devices everywhere and often lose them along the way. Employ management software, configurations and audits to keep tabs on enterprise mobile devices from procurement to sunset.

Platform Decision Matrix Matching desired user experiences to appropriate devices is critical to success. Develop guidelines to help teams select devices and platforms, and check selections during review and approval processes.

Shared Tools & Services To increase quality and reduce cost of mobile initiatives, identify common requirements and leverage a single solution. Promote preferred solutions to ensure compliance and encourage efficiency.

Idea Portal Often, the most innovative ideas come from your users — not your executives. Ensure that you listen to your most valuable experts by defining the process used to prompt, gather and analyze user feedback.

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HOW DOES GOVERNANCE WORK?

Without governance, stakeholders may work at cross-purposes or duplicate efforts on mobile initiatives that:

• Fail to align with business goals

• Focus on technology rather than users

• Flounder due to lack of ownership, expertise or empowerment

• Falter on consistency, quality or lifecycle planning

• Offer low or unmeasurable ROI

A WORLD WITHOUT MOBILE GOVERNANCE?

MENTOR REVIEW SUPPORT

concept

brainstorm

business needs

scope

milestones

risks

strategic

priorities

resources

capabilities

resources

budget

design

develop

test

deployment

marketing

user support

analytics

issues

content updates

software updates

ideate request review approve deliver launch manage

business case strategy & roadmap playbook case study

WANT A STRONGER MOBILE STRATEGY? TALK TO US.

Visit www.mutualmobile.com or call 877.931.0122 to set up a free consultation.

To initiate a viable and visible governance program within your organization, the members of your governance team must work to complete four critical steps:

4 ACTION ITEMS FOR YOUR GOVERNANCE TEAM

1. Audit existing mobile practices, including portfolio and project management. Document current strengths and pain points.

2. Audit existing mobile technologies, including code, platform, device, application and user feedback management. Document recommendations for improvement.

3. Define mobile best practices, including processes, tools and standards (design, technology, analytics) tailored to your enterprise.

4. Present mobile governance processes to the organization. Provide tools, guidelines and standards to all mobile resources.

These key steps will create a channel for ideation, enable rational investment and promote purposeful engagement with mobile resources — both internally and externally. In fact, getting serious about governance will improve how effectively your mobile vendors are managed. They’ll utilize design, technology, UX and other guides to build experiences that align with your internal efforts.

MOBILE GOVERNANCE PLAYBOOKMAXIMIZE YOUR INVESTMENT IN MOBILE STRATEGY

CITATIONS

1, 5-8: SAP. (2011, September). Enterprise Mobility Survey: Aggregate Findings Report. Retrieved from http://www.slideshare.net/sap/mobility-12788540

2 - 4: CMO Council. (2012). Engage at Every Stage: Using Mobile Relationship Marketing (MRM) to Put More Interaction in the Hands of the Customer. Retrieved from http://www.cmocouncil.org/download-center.php?id=243#php?id=243”

© 2013 Mutual Mobile, Inc. | (800) 208 3563 | mutualmobile.com

ABOUT MUTUAL MOBILE

Mutual Mobile has delivered over 400 mobile experiences across iOS, Android, and mobile web. Our end-to-end solutions have delighted major clients including Google, Audi, Cisco, and Xerox — and have led to major business transformations. We’ve quadrupled the productivity of one client’s mobile fleet and connected a quarter of a million engineers via a massive global support system for another.

We’ve also received numerous awards and accolades, including recognition as a Forbes Most Promising Company, a 2012 Webby Nomination in the Retail/Tablet category, and a 2011 ADDY Award from the AAF. Mutual Mobile is experienced at crafting mobile strategy that addresses enterprise-sized concerns and challenges to create efficiency, engagement, and measurable value for users — whether those users are employees or consumers.