©2012 LHST sarl

Mobile Business

The Amaté platform

Mobile AppsMay 20th 2014

- Preliminary Draft -

©2012 LHST sarl

Agenda

I. IntroductionII. Mobile ApplicationsIII. Mobile StrategyIV. Mobile Project

ManagementV. Student Deliverables

Ce module explore :

• les enjeux pour l'entreprise• l'étude des besoins• les concepts fondamentaux et

l'architecture de la mobilité• la maquettage de votre

application• la mise en œuvre et la gestion du

projet

Intro Value EnjeuxImpact

©2012 LHST sarl

Mobile Commerce

• Mobile e-commerce: Transacting with an e=commerce site via a mobile device.

• Mobile payment: Payment using the smartphone as the conduit.

• Mobile commerce (in-store): The ability to purchase physical goods in the store via an app that interacts with the store’s point-of-sale system

John Caron

Intro Value EnjeuxImpact

©2012 LHST sarl

The Size of the App Economy

• US app industry has been found to have more than 466,000 jobs 

• The app development industry is providing more jobs than software publishing and the telecom carriers

• The industry produced $20 billion in revenue, with Apple’s App Store alone registered as having 124,475 active publishers adding content to it.

Intro Value EnjeuxImpact

©2012 LHST sarl

Enterprise Mobile Apps

• Entreprise mobile solutions will generate $40 billion in sales

• Manufacturing is the largest vertical market

• Mobile payments is a major market

• Perceived benefits include operational efficiency, sales, compliance and security

Intro Value EnjeuxImpact

©2012 LHST sarl

Mobile First

• Use the mobile web as a constraint to think about digital design - Luke Wroblewski

• Rethink how people play/pay• Look where technology is going, not

where it’s been• Make it easy to work with you• Let your apps sell “you”• Make your digital strategy

responsive

Daniel BURROS

“The simple guideline is whatever you are doing—do mobile first”

Eric Schmidt

©2012 LHST sarl

7

Mobile Applications

• Mobile Apps are apps or services that can be pushed to a mobile device or downloaded and installed locally.

• Classification• Browser-based: apps/services

developed in a markup language• Native: compiled applications

(device has a runtime environment). Interactive apps such as downloadable games.

• Hybrid: the best of both worlds (a browser is needed for discovery)

Intro Value EnjeuxImpact

©2012 LHST sarl

Web app or native?

• Does the development team possess the appropriate technical skills?

• Are traditional web apps in place that can be adapted to the mobile browser?

• What devices does the app have to run on? • Does the app need access to device features? • Does the app need internet access always,

sometimes or never? • How critical is it that the app exhibit native look

and feel? • Will the app process sensitive data, and is

storage of that data on devices restricted by corporate standard?

• How are users to update the app? 

Intro Value EnjeuxImpact

©2012 LHST sarl

Mobile app or Web mobile ?

Intro Value EnjeuxImpact

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Why does mobility matter?

• What does productivity mean?• Context over process• Ecosystems rather than products• A loss of corporate control• Rethinking computing• Giving an application new meaning• Changing IT skills • Revenue models• Defining business value

Intro Value EnjeuxImpact

©2012 LHST sarl

What does productivity mean?

• An era of “continuous productivity” - Stephen Sinofsky

• Strategy is execution-centric. • Productivity depends on collaboration• Individuals own devices, organizations

develop and manage IP.• Everyone uses the tools of

management

Intro Value EnjeuxImpact

©2012 LHST sarl

Context over Process

• Context : The setting (circumstances) in which an event occurs

• Process : A structure of activities and tasks in response to customer demands

• Processes are models whereas context reflects patterns of interaction

• Context has geographical and social dimensions

Saavedra

Intro Value EnjeuxImpact

©2012 LHST sarl

Ecosystems rather than products

• The Smartphone isn’t a consumer product but an ecosystem

• Brands are becoming platforms• Customer experience is the foundation of

value• Passions and connections are more

important than features and functions

Greg Satell, Innovation Excellence

Intro Value EnjeuxImpact

©2012 LHST sarl

A loss of corporate control

• Who is in charge of the physical device?

• Who controls the software on the device(including the OS) ?

• Who controls the way the device connects?

• How secure are the back end systems that are accessed through mobile apps?

Intro Value EnjeuxImpact

©2012 LHST sarl

Redefining Computing

Intro Value CasesImpact

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Giving « an application » new meaning

• Aesthetic, convenient user interface

• Asynchronous Communication

• Always-on network connectivity

• Critical personal data

• Built-in interactivity

Intro Value CasesImpact

©2012 LHST sarl

Changing IS skills

• Analyse the user experience and the context in which they « work »

• Design applications essentially from web services

• Understand how the various mobile platforms are built

• Develop mobile strategies that match the underlying business models

Intro Value CasesImpact

©2012 LHST sarl

Revenue Models

• Advertising revenue• Brand Takeovers• Download fees (and upgrades) • In-app purchases • Subscriptions• Two-sided model (the app as a platform) 

 Paulina Delgado Soots

Intro Value CasesImpact

©2012 LHST sarl

Evaluating business value

• Use patterns

• Funnel analysis

• Consumer behaviour

• Social graphs

• Behavioural economics

Nolan Wright

Intro Value CasesImpact

©2012 LHST sarl

Current Trends

1. Backend as a Service (BaaS). BaaS has emerged as an alternative to mobile middleware, the software that connects disparate mobile applications.

2. REST APIs. Mobile--along with cloud, social and 'big data'--is changing the complexion of application integration.

3. Mainframes and legacy applications.  Increasingly, development leaders are forced to measure the worth of existing applications against brand new mobile and Web apps.

4. Web vs. native browsers. How will HTML5 impact open source software and mobile applications, and will it catch on with developers.

Stéphanie MannIntro Value EnjeuxImpact

©2012 LHST sarl

Entreprise Applications

The analyst firm Gartner, foresees that by 2015, mobile app development projects will

outnumber native PC projects by a ratio of four to one

Intro Value EnjeuxImpact

©2012 LHST sarl

Top Enterprise Applications

Email is nearing full saturation

Real time business intelligence is receiving a lot of attention

Custom internal mobile app development has moved up substantially

Custom sales tools remain stable

ERP is in 10th place for 2012.

Intro Value EnjeuxImpact

©2012 LHST sarl

Who is the client?

Custom internal mobile app development has moved up substantially

First step in moving from mobile apps to a mobile strategy

Recognition of the importance of corporate context and culture

The notion of mobile first : designing applications around mobility scenarios

ERP is in 10th place for 2012.

Intro Value EnjeuxImpact

©2012 LHST sarl

Client facing applications

The dominance of B2C and social networking applications is of little surprise

The presence of of B2B applications is important tool in supporting corporate ecosystems

Location based services need to be invented.

Why is consumer BI so far down the list?

Intro Value EnjeuxImpact

©2012 LHST sarl

Sponsors and Strategy

Intro Value EnjeuxImpact

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Drivers and benefits

Intro Value EnjeuxImpact

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Challenges to adoption

Intro Value EnjeuxImpact

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Visionning the opportunity

• How could real time access to company information change customer buying behavior?

• What different mobile functions could change the way you do business?

• What business data would you like accessible anytime, anywhere for your managers?

• How might your managers use mobile devices to interact with your business?

• How could your employees be more productive off-site?

Intro Application MetricsImpact

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Organizational Issues

• Integration into business process– Business model, information flow

• Integration into organizational structure– Who is responsible for what?

• Integration into technical infrastructure– Devices and communication

infrastructure• Integration into security concept

– Danger of new security leaks

Intro Value EnjeuxImpact

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Technical Implications

• Application scenario– Choosing an appropriate scenario

• Mobile device– Software infrastructure, hardware

requirements• Communication technology

– On-/Offline scenario– Wireless Wide Area Networks/ Wireless

Local Area Networks– Communication protocol

• Application architecture scenario– Thin/fat client

Intro Value EnjeuxImpact

©2012 LHST sarl

Languages and development environments

• jQuery Mobile – jQuery Mobile is a lightweight framework which built with progressive enhancement, and has a flexible, easily theme able design.

• Mobl - mobl is a free and open source language for speed up mobile application. It deploy on iOS, android, and other phones supporting HTML5.

• MoSync - MoSync is an open source SDK, using C++ and a set of powerful APIs.

• Sencha Touch - Sencha Touch is an application framework build to leverage CSS3, HTML5, and JavaScript.

Intro Value EnjeuxImpact

©2012 LHST sarl

Ecosystem issues– content, devices and networks

Intro Value EnjeuxImpact

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Consumer Categories

Intro Value EnjeuxImpact

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Adapting strategy to context

Intro Value EnjeuxImpact

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Segment by customer needs

Intro Value EnjeuxImpact

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Growth areas

• Location based services and also provide content sharing over social networking

• Mobile knowledge workers on the move : CRM, SCM, ERP

• Point of sale (POS) terminals for payment delivery functions

Intro Value EnjeuxImpact