Mobile&Digital Strategy260612 Rowan Fogarty

How to address today’s top mobile app

challenges and take advantage of key

emerging trends

Rowan Fogarty

([email protected])

“Sales and direct marketing channel, payment terminal or even business management tool, the mobile phone is the new ‘Swiss Army Knife’. It is also the link between contact channels in the purchase life cycle.”

Addressing Customer Paradoxes… in the Digital WorldEric Falque and Sarah-Jayne Williams

© 2012 BearingPoint 2

Addressing mobile app challenges and taking advantage of key emerging trends

Contents Introduction: Rowan Fogarty

Digital, Convergence and Mobile – Finally happening and happening fast

Mobile – The Opportunities

Mobile – The Challenges

Mobile – Strategic planning to:o Take advantage of

opportunities o Cope with the challenges


Rowan Fogarty

BearingPoint – Enterprise Mobile Solutions

Logistics and Aviation both heavily impacted by Internet, and early

adopters of Smartphone Solutions

Digital Convergence and Mobile

Drastic change in the consumption of digital

services is driving a need for transformation in

how we lead our lives


Mobile Growth & Convergence

“Mobile apps are becoming the new on-ramp to the Digital World” IDC 2012Of the Mobile Apps Developed in 2012

Over 80% integrated with social

Two-thirds will be integrated with analytics

Almost half connected to the cloud

Three-quarters in-app commerce offerings

Three-quarters integrated with enterprise

895 million mobile devices … Compared with 400 million PCs1.5 million mobile apps… over15 times PC apps85 billion mobile app downloads… up from 38 billion

Mobile is fundamentally changing consumption of digital services Source: Gartner


• Always & Readily Accessible• Interactive & Information Rich• Context Sensitive• Personal• Always Recording• Machine to Machine50 billion devices by 2020

Everyone is increasingly connected!

Four biggest tools on the Internet moving toward mobile:

Search 20% on Google from mobile devices

E-mail 27% opened on mobile devices

Social 350 million active mobile users

E-Commerce 12% transactions on mobile

Ireland is not behind the curve:

Smartphones 43% - 60% of whom search everyday

Connected 80% use for email or social apps

Location/Use 90% at home, 70% at work & 80% on the go


Mobile Centric Enterprise Digital

A Number Of Key Areas And Challenges

Mobile – always on, mixing the boundaries of work, social and personal

Big Data – Massive growth in available data, but how to use it cost effectively, beneficially and in “real time”

Social Media – relevance or hype, how to leverage

Cloud Computing – Public, Private or Hybrid

Security – Risks and associated costs

Everyone and everything simply online, all the time• Brings an acceleration of

innovation and disruption• Every industry participant

needs to embrace and tame it

New Audiences New Revenue Streams New Ecosystems New Business Models

• The channel for growth and innovation

Addressing the mobile app challenges and Opportunities

Significant Opportunities, where a well thought out

strategy and solid execution processes and appropriate

technologies are in place to underpin innovation.


An Integrated Mobility Strategy

A holistic vision and direction that connects Enterprise Strategy with Technology

Create Customer and Stakeholder Value Manage & Mitigate Risk Create Transformational Change

Many Companies started using social media or are providing mobile experiences, but often experimental and poorly integrated• Mobility, Social and Digital now

deeply connected and belong together, technology strategists “must now have a mobile-first mind-set when designing workplace policies.”

Forrester

A Digital Strategy – Why?


Social Business Strategy

Content & Document Management

Unified Communication

Innovation Management& Crowd Sourcing

Workforce Collaboration

Customer Communities

Web Strategy to Digital Strategy

Mobility Strategy

Mobile Security

Business Apps

Mobility Platform Support

Location Services

App Store

Messaging

Consumer and Customer Apps

Content Management Enablement

SEOSEM

Digital Branding

Analytics & Business Intelligence

E-Commerce

Sales

Online Advertising

Social Media Marketing

Web Presence

E-mail Marketing

Partners & Supply CHain

Open API’sCustomer Comms.

Video, Podcasting

Intranet Strategy

SN Apps

CRM Portals

Over time migrating to

Mobile

Over time migrating to

Mobile


Put Mobile at the “Heart” of Digital Strategy

A strategic approach is essential

CMS

CRM

ERP

BI Organisation

Information

Documents

Access

Performance

ManagementProjects

Finance

Marketing

LogisticsHR

Organisation& HR

Customer Service

Sales

IT

Customers

Suppliers

Partners

Social Networks

E-mail

Internet

Multi-media

Voice/Video

Big Data

Balance between convenience and control

Differing Strategies may be required for B2C, B2B and B2E.

A Digital Enterprise Strategy

Staff

Companies who rise to the mobile challenge and respond to the customer requirement for ubiquitous connectivity will grow engagement, advocacy and revenue as the customer relationship becomes a continuous conversation

Addressing CUSTOMER PARADOXES in the Digital World


First Question for Longer Term:Is Mobile Disruptive for your business?

The Internet was disruptive for many industries. Advertising, Travel, Retail, Music and Entertainment

• “Smart Internet Everywhere”

• Will disrupt industries, which ones and how?

• Threat or Opportunity?

Smartphones and Tablets are already disruptive


Integrate Digital into your StrategyDevelop & Prioritise Initiatives

Business Area Opportunities Imperatives Complications/Implications

Process & People

Technology Solution

Business Case

Revenue

Cost

Risk

Customer Satisfaction/

Retention

Look to improve the Customer Experience above all else Look at the process, where can it be changed to benefit the customer?

─ More flexible, personal, easier access, more reliable etc.─ What is feasible/cost effective with Digital/Mobile that was not before?

Think about the benefits of Digital and particularly Mobile & Context─ Always on, location, personal, camera, video, mobile web, barcode, continually

updated, payment, virtual reality, proximity etc. Business Case – Self Service, Proactive and Automated, Increased Margin


Mobile, Big Data and Cloud Herald the Return of Personalised Service

Concentrate moments of truth Discover which processes matter

most to your customers, or your customers’ customers

Keep it simple — fix one at a time Build a suite of apps , rather than

one complex one Learn about customers and make

interaction, personal and proactive

Mobile

Context

SocialCloud

Big Data

A paradox – Personalised Service needs to go hand in hand with privacy

Mobile allows context – location, transaction history, preference Social provides further data – friends, work, hobbies etc. Cloud disseminates, stores and permits analysis Big Data tools, consolidates, makes sense, refines Mobile permits beneficial desirable personalisation


Mobile Applications Services

Studio

Server-side

Build Farm

App Stores

Devices

Build Apps For consumers,

partners and staff Across major

platforms In house and/or

outsourced development

Use and reuse functionality

Deploy Apps Company or public app stores Quickly, and easily Hosting options (public, private, on

premise and hybrid) Caching, storage etc. Business logic server side Mobile apps as a shared service

Manage Mobile Applications App lifecycle management Access rights management Detailed reporting Secure integration to in-

house systems, 3rd party products and info exchanges.

Tools allow business concentrate on innovation


In Summary

The Internet is moving to “Mobile”

Put “Mobile” at the core of Digital Strategy

Mobile Internet, combined with other new and evolving technologies, such as Cloud

and Big Data has the potential to fundamentally change your business

Get Mobile, Get Connected, Together

Thank You