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Mobile Strategy 2013

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Björn Stansvik

on 29 August 2013

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Transcript of Mobile Strategy 2013

Mobile Strategy
Development and Execution of a


Mobile since 2001
From Uptown to Bulgaria
Comprehensive set of Services, Mobile & Web Design, Development & Management
500+ projects
160 people
MN Fast 50
A mobile strategy should evolve, be aligned with, and support an enterprise’s overall business strategy. It describes how mobile capabilities help an enterprise achieve its business objective and goals.
The development of a web/mobile business and IT strategy ensures alignment and defines the foundational long reaching plans and execution blueprints.
A mobile strategy enables innovation by transitioning away from just using mobile as an extension of the web, to using mobile as a way of doing things that were never possible with any other technology.
A mobile strategy defines the metrics to measure and report progress and where opportunities exist and/or improvements are necessary.
A mobile enterprise strategy expands beyond IT business- to-employee (B2E) and marketing business-to-consumer (B2C) or business to business (B2B). It includes a much broader set of decision makers, influences, funding sources and partners.
Market protection and differentiation by providing customers and partners with innovative and easy to use solutions and access to key products and services through mobile devices.
Mitigate regulatory and compliance concerns and requirements to safeguard the company, employees and shareholders
Mobile Device Management (MDM) and the need for greater governance controls. BYOD security, support & compatibility.
Increase operational efficiencies by leveraging web/ mobile to reduce costs by moving internal processes and capabilities to mobile
Clearly defined set of strategies
Documented current state and future state
Identification of gaps and risks
Tactical actions and next steps
Long reaching road-map and schedule
Approach to risk remediation
The mobile strategy enables the business vision and goals to be extended. The medical industry as an example, continues to explore and understand mobile relevance and developing strategies is critical to ensure the patient, care providers and their enterprise are aligned and prepared.
The disruption caused by mobile devices has been staggering and will continue to influence us as users for years to come. MN firms such as NativeX, WhenIWork and Silicon Valley Firm CoolIris have developed strategies only possible via mobile.
The mobile strategy can only be evolutionary if you know what is working and what is not. Leveraging simple measurement and analytical tools such as Localytics, Google Mobile Analytics, or Jaspersoft, and Mixpanel enable firms to understand critical usage patterns and marketing effectiveness. Some basic B2B & B2C questions?
1. Are people finding and using your application?
2. How engaged and loyal are your users?
3. Are they engaging in high value activities and becoming customers?
4. How do we retain customers and encourage usage?
Many firms start their journey into mobile based on the business strategy of "we need an app too". Those firms typically end up with solutions that inhibit innovation, are not dynamic, under deliver and are overly expensive. Firms that follow a proven strategy development process are strategic and market leaders.

A mobile strategy does not however need to be 'rocket science' for large, medium or even small firms. Small firms have been very successful in defining and executing to their mobile strategies. Companies such gasbuddy.com and mymeds.com have proven that legacy and web products can be successfully extended to the mobile device.
Social companies such as Facebook and LinkedIn have efficiently and effectively extended their services to mobile devices. Consumer and commercial banking companies such as USbank and BankofAmerica have successfully extended banking from Brick and Mortar to secured web and now secured mobile technologies. The common thread is their deep understanding of their users and having the ability to move quickly and adjust to market conditions, by having a holistic and mature mobile strategy.
Competition is fierce and it is either a concern today or just around the corner. Does your mobile strategy enable leadership or inhibit & constrain?
Shipping industry re-defines supply chains. Trucking industry advances efficiencies and report regulatory compliance. Automotive insurance industry tracks and report driving behaviors and incent good behaviors via mobile. Alarms. Convenience. Etc.
Improve on efficiencies and customer service.
Service companies like package couriers use smart devices to optimize their routes, ensure delivery to the right address and to navigate.
Advanced monitoring and dispatching of service repair personnel leveraging mobile technologies has revolutionized how grocery stores and restaurants protect perishable goods and meet regulatory requirements.
Allowing employees (and clients!) to utilize their personal mobile devices and connect to back-end employer systems has reduced cost and enabled the employees.
The advancement of mobile computing also results in many governance, controls, monitoring and reporting challenges.
Being able to adhere to Regulatory, Compliance and privacy mandates, yet enable innovation and flexibility requires a mature and actionable strategy.
In 2011 & 2012 there were a number of information sharing questions as a result of Mobile technologies.
Android Malware and Spyware issues
Apple storing of location information
Facebook security flaw that allowed access information to be gained and used
Advanced security, management and control of devices is paramount and must be a part of the mobile and enterprise strategy.
It is not a question of if you need security, it is a matter of how mature and what processes and tools are required - and their impact on business value (trade offs).
Device, data and systems architecture, integration needs and overall management has become a major topic for organizations as they enable partners, employees and consumers to access products and information via mobile devices.
The mobile strategy assists clients in defining what devices should be supported, should they allow partners and employees to bring their own devices, how will they manage these devices and what types of policies need to be written and controls implemented.

Device Management: Does the concept of Bring Your On Device (BYOD) keep your security & information risk professionals awake at night?
There are many types and flavors of Mobile Device Management (MDM), with SaaS solutions like MaaS360, or enterprise solutions like MobileIron, and airWatch. Apple is keen to assist in MDM.

Architecture: Defining a mobile reference architecture requires careful consideration to the types of devices you will enable, the roles of consumers, how this will all be built and supported as well as how you leverage the cloud and integrate with legacy systems.
Note: and there is the issue of Business Continuity when there are problems.


Iterate &
Examples of holistic approaches
The health care industry is exploring ways to provide easy and safe mobile access for patients, primary care providers and for claims management - effectively turning clients into "employees" decreasing costs and increasing satisfaction.
"Tablet enhanced conversations" is a new category being discovered led by uses such as Sales (Storyworks OnDemand), Visualization (MIT), Consultation, Individualization (Benefits, financial services), ROI calculators, etc. Different dynamic real time guided browsing of relevant content.
Examples of Mobile to Differentiate
Device Issues Examples
Measurement Examples
Full transcript