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Jill M. Forrester
Director, Enterprise Systems
Dickinson College
Library and Information Services
Enterprise Mobile TechnologiesBest Practices
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What we will cover…What are today’s challenges in mobile services
support and delivery?
How can we identify what mobile services we should be providing and supporting?
How should we be providing these services?
Can we ensure security?
How do we measure our success and identify opportunities for improvement?
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Changing Times…
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http://blog.nielsen.com/nielsenwire/online_mobile/factsheet-the-u-s-media-universe/4
Mobile Technologies
ChallengesMeeting consumer expectationsVendors unpreparedLimited technology resourcesSecurity challengesMeasuring success
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Know your consumerWho will be using your services?
It is the individual who is mobile!
What is the expected experience level?
• Students • Alumni
• Faculty • Parents
• Administrators • Visitors
Novice Expert
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Know your consumerHow will your services be used?
Short periods of focusFace interruptionsHave a specific goal
When will your services be used?At homeWaiting in lines or for appointmentsCommuting to class or workShoppingWatching TVMiscellaneous downtime
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Know your consumerWhat services do they want?
Ask! A little research goes a long waySurveysFocus groupsObserve
Utilize existing service metricsPopular portal channels/web servicesPopular web pages
Conduct a peer review
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Know your environmentDevice Type Characterizations
Smart Phone Tablet Web
Thumbs Only Touching and viewing The default experience (for now…)
Most common and critical tasks (micro-tasking)
Consumption and collaboration: reading, watching, listening
The kitchen sink: typing, working in multiple apps, entertainment, or serious work
Duration: <3 minutes Duration: <30 minutes Duration is not a major factor
Assume interruption Assume interruption Interruptions are not a major factor
Provide relevant information quickly. Keep it simple and readable. Quick completion.
Provide ability to drill-down, swipe, or surf for additional information or features. Take advantage of screen size.
Provide a full-feature set.
Use Conditions: Anywhere and anytime!
Use conditions: Slightly more controlled environment than smart phone … but not by much!
Use conditions: home, office, etc.
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Know your environmentNot just the miniaturization of IT
Multi-sensorySeeing (camera, screen)Tactile (touchscreen, buttons)Vocal (microphone, speaker)
Location aware10
Know your environmentBYOD Era
Consumer drivenMany choices (more each day)IT Concerns
SupportTrainingSecurity
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Know your resourcesIncreased demand for IT resources
Leadership (strategic and tactical)TrainingSupportDevelopmentSystems
Options availableBuild internal skill setVendor provided optionsOutsourcingAvailable frameworksCommunity resources
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Know your resourcesThe reality …
Identify limitationsBe agile (planning and development)Build for scalabilityPlan for frequent updatesStrive for excellence. Not perfection.
Build a mobile cultureDevice familiarityDesign for mobile
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Focus on outcomesExamples
Our students will have access to personalized class schedules.
Our faculty members will have access to his/her class location and registrant information.
Our admissions counselors will be able to showcase sample lectures at a high school visit.
Our visitors will be able take a self-guided tour and learn about important places and events on campus.
Our advancement officers will be able to use a multi-media presentation to showcase the building of our new athletic facility.
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Focus on outcomesTake a user-first approachTake time to learn the business goalsNot just about your app
TXT/SMSEmailPhoneCameraBrowser
Be accessible!
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Focus on outcomesConsider native and web apps
Need mobile-focused toolsProvide a unified device presence for a select group
of users (single department)Rapidly changing landscape
Organization and presentation of services will impact the outcomeProliferation of apps and servicesPlan to provide for personalized and prioritized
access to offered servicesPre-defined tile-sets based on self-identified roleSelf-selected tile-sets
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Promote securityProtect critical data and ensure compliance
Similar security threats as desktop computing but much easier to lose while on-the-go!taxirestaurant tablestore shelfhow about you?
Educate your communityMobile cyber threatsPrivacy concernsAwareness of protecting data
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Promote securityConsider access requirements based on an
acceptable use policyEncryptionAuthentication (device password)Remote WipeApp black-list
Challenge: How to enforce?
IT MeasuresRequire authentication for secure data accessSet up a lost-phone hotlineFirewall and other network controls
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Measure what mattersWhat makes an app successful?
It’s not just the number of downloads!Make use of web analytics to measure what
matters – learn from the past 15 years!
Mobile Analytics: Key Performance IndicatorsUsage
Are people finding and using your application?Reflects awareness and interest
EngagementHow engaged and loyal are your users?Reflects value of function and service
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Measure what mattersMobile Analytics: Key Performance Indicators
PurposeAre they engaging in high value activities?Measure reflects goal/purpose has been achieved
RetentionHow do we retain customers and encourage usage?Measure reflects app’s relevance and usefulness
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Measure what mattersUsage Engagement Purpose Retention
Total Downloads Frequency of Visit Audience characteristics
Stickiness
App Users Depth of Visit User activities Feedback
Active User Rate Duration
New Users Bounce Rate
ExampleTotal Downloads: 10,000
Losing audience … look at new users to see if you are staying ahead of attrition!
March 2011 April 2011 May 2011
App Users 4,000 3,000 2,500
Active User Rate 40% 30% 25%
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In SummaryConsumer, consumer, consumer!Embrace the mobile ecosystemLeverage your resourcesIdentify outcomes that utilize mobile servicesPromote security awareness and address
concernsPlan to measure
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Thank you!
Jill M. ForresterDirector, Enterprise Systems
Dickinson CollegeLibrary and Information Services
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