Social Mobile Sensor: Real-World Business Deployment Strategies | Christopher Kaufman

The Social, Mobile, & Sensor App Eco-System Digital and Business Strategies

Christopher David KaufmanSenior Consultant Mobile, Social and IoT

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You own the Algorithm to your User.

What are the So-Mo-Lo variables

to that equation? 4

Intangible Asset vs. a never ending Expense…

Front-Load the Backend!

5

The Killer App is dead.

Long live the App Eco-System!

6

A simple decision… OwnUser Algorithm

Borrow

Outsource-->Replicate = Expense

Social: “Targets”Identity, Partners, Clients, likes, dislikes, friends, followersPsycho-Demographics

Mobile: “Platform-Timing”Native Device Sensors; Proximity, Motion, Speed, Altitude, Barometer, Usage Patterns…

Locality: “Moment of Truth”Geo-Conquest, Geo-Path, Geo-Fence…

If you share your aggregated data; while customers PII may be protected, your customer’s algorithm is not…

How much do outsource?

Digital Analytics 3rd Party Targeting

How much do you really know about potentialUsers?

How much does your Mobile Experiences bendto personalization? Data Silos?

Objective C? Swift? C# PHP? How about XML?

Who is going to help you

deploy an App Eco-System?

10

Maybe this17 year

old…

11

The HEROES: Your Mobile Middleware Team

“Look Forward and Reason Backward…”

HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?

SMALL DATA FROM BIG DATA

SITES & SENSORS

UX, CX of Mx, GenX and Zgen

Back to the Future Napkin

13

3 Big Trends Around a “Hyper-Connectivity”

Productivity is no longer just units of work done, but units of Availability"

Connectedness drives Impulse around Context, Content, and Control

We are now living an ”A Day in the

App - Life"

Super Connected?

We now live through Apps, & Your Businesses Must be part of a Multi-App Life-Style

2007

2014

Mobility Changes Everything…

Hyper-Connectivity In ZMOT, Zero Moment of Truth is truly ZERO

Hyper-Connectivity

Accessibility and Availability is Perceived as Work

Forrester Report

“Large companies do not rank higher in the Mobile Maturity Model than small companies.”

Oracle Confidential – Internal/Restricted/Highly Restricted– Urban Airship, Mobile Maturity Benchmarks Report

Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

00.2%Provide 1 to 1 Personalization via Mobile Applications

19

Social Mobile and Local Metrics enable 1to1 Mobile Experiences

Agenda

HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?

SMALL DATA FROM BIG DATA

SITES & SENSORS

UX, CX of Mx, GenX and Zgen

Back to the Future Napkin

The data we leave behind is everything…

n=me?

1) Take Rate: Using Likes to create demographics to buy ads real-time – Facebook + 20% CTR

2) Churn: Brand Advocates push product reviews on e-commerce sites and blogs– Amazon + 40% increase in 5 Stars reviews

3) Mobile SEM /eWoM Engagement: – Google Search + 200% Ad Geo-Impressions

4) Channel Shift: Brand Fans engage and support brand services & support– 40% decrease in Channel Support Costs

Social’s Rich Meta DataIf we knew who N is…

Customer Experience from n = me

How do we Use Social, Mobile, & Local Data Mining

Technology

Enablement

Mix:

• Database

• Middleware

• Analytics

70% of Brand #1 Spend Big Data Marketing– CMO Council 2013

Likes 1,000,000

Telecom Brand X

Their Fans also Like:

30-45 Male

Exurbs

27-37 Female

Older New Mom

12-18 Female

Mid-Up Income

MOBILE AD / NOTIFICATION

One Box or One Cloud

Social, Mobile & Local = ZMOT

Using Data Silos brings in Huge Insights… SoMoLoWeb Logs

30-45 Male

Exurbs

27-37 Female

Older New Mom

12-18 Female

Mid-Up Income

Sales LogsFB UID

42%22%

Over Half of iPad of New Moms convert to Sales

Over 2/3 of iMac of Male Exurbs convert to High End Sales

Over 1/4 of low end Smartphones Late Teens convert to Desktop in Sales

12%37%

11%

57%

25

Personalized Mobile Web Experiencescan increase conversion rates by as much as 70%

-Mobile Ad CTR < 200%

FACT:

0.00%

1.00%

2.00%

3.00%

4.00%

5.00%

6.00%

Conversion Rates

Conversion…

- Affiliate Window Report Oct 2013

iOS 87%

iOS 68%

When we leverage everything…

n=UX/me26

Agenda

HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?

SMALL DATA FROM BIG DATA

SITES & SENSORS

UX, CX of Mx, GenX and Zgen

Back of the Future Napkin

The not so general store…

Bells to iBeacons

Retail just got a new variable… (i)

(i)

Geo Fence Targeting

Tracking Behavior

ID

Incentive Design &

Automation

• 6.6B will be spent on Location based US mobile Advertising in 2015

• 1 in 4 FB users geo-tag content –Facebook

• 30% of smartphone users have used apps to find a nearby pharmacy

Location based Trends and Challenges… So-Mo-Location based Marketing Highlights

Cycle: Continuous SoMoLo Improvement Personalization Process

Geo-Conquesting

Path Targeting

BeaconTriggered

HH Match /Path Overlay

Geo-Fencing

Social Segmenting

Reach the Customervisiting a Competitor

Retail spaces

Targeted Messagesvia iBeacon Signal Processing in App

Target specific consumers basedon Social Brand Affinities to create

Social-Psych-Demographics.

Target based on HH to DeviceMatching data and optimize

for time to purchase.

Reach consumers near Retail store via proximity limits

Targeting locations that are seen on a path

to Retail store

Java in the Internet of Things

Java Embedded for Devices

Meters

Smart Appliances

& Electronics

Personal

Devices

Multi-function Printers

VoIP Comm

Industrial controls /

Network Appliances

Sensors /

Microcontrollers

Connected Vehicles

Healthcare

devices

ATM’s

Data Gateways (Hubs)

• Issue over 115,200 permits with an estimated valuation of over $3 billion annually

• Issue over 30,000 online permits annually

• Review and approve plans for over 34,700 projects annually

• Conduct over 667,000 inspections annually

• Complete and close over 55,000 code enforcement cases annually

• Service an estimated 750,000 commercial and residential structures

Native Device Support

Mobile Field Service Applications using IoT and Sensors

Agenda

HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?

SMALL DATA FROM BIG DATA

SITES & SENSORS

UX, CX of Mx, GenX & Zgen

Back to the Future Napkin

35

Generation Z of 5 Screens

36

Multi-Task across all 5 Screens… Avg. Attention 12 sec. 2001 - Span 8 sec. 2013 -National Center for Biotechnology Information US Library Medicine

37

Version BVersion A

Which Generated the Most Sign-ups?

For New Business?

A or B ?

38

Version A Version B

Which Generated the Most Sign-ups?

For New Business?

A or B ?

Percentages Matter

Empower the Line of Business to

Personalize the UX

Rapid UX / CX Business

Deployment

UXMATTERS.COM

Eco-System Aware

Cloud Based Mobile Developer

Portal

Clear EnterpriseEnabled

Mobility Swim Lanes

Hyper-Connectivity

Browser based – Drag & Drop Data Connectors.

EmpoweredLine Of Business

Rapid Development

WYSIWYG Visual Mobile

Development

Rapid Application

Development

Business Ready

Mobile Cloud Compile and

Deploy

Rapid ApplicationDeployment

Generation Z: Multi-App Universe

Deep Linking App to App Communication Or Partner Revenue Opportunity

Mobile ApplicationManagement:Create a secure container that separates corporate data and apps from personal

How To Secure Corporate Data In A BYOD World?

Mobile Security SuiteEnd State Architecture

/Corporate DMZ Corporate Network

Access Manager

With Mobile & SocialProtected

Resources

HT

TP

/RE

ST

/SO

AP

/OA

UT

H

SOAP/REST and Legacy

Web Services

Mobile Gateway

Identity

Governance with Mobile

Application Mgmt

Apple/Google

Push NotificationMobile Agent Container

Device & Policy

Registry (OID/OUD)

API Gateway

App Tunnel

REST/Mobile Security

Agenda

HYPER-CONNECTIVITY? WHAT’S THE BIG DEAL?

SMALL DATA FROM BIG DATA

SITES & SENSORS

UX, CX of Mx, GenX & Zgen

Back to the Future Napkin

47

Mobile Development

IT / Development Methodology Agile Scrum

Lean Startup

Waterfall Phased

KanbanKaizen

un

kno

wn

un

der

sto

od

understood unknown

How they develop Mobile Apps; Agile, Waterfall, Kanban or Lean … Affects how they solve Mobile Challenges…

Our SOA solution can deliver efficiency at scale…

Get your Post-it Notes Ready

Agile Mobile App User Story Consumer eCommerce App

Secure Transactions

Order Lookup and Edit

Best Customer Discounts

Credit Card Processing

Mobile App User Story

OLTP ODS SAP PeopleSoft SiebelData Warehouse

Mobile Code becomesReusable Business Processes

Business Processes provide standard Interfaces to Mobile / Social Apps

& Provide scalable connections to Backend Systems

eCommerce Application

Mobile App User Story

OLTP ODS SAP PeopleSoft SiebelData Warehouse

eCommerce App :: iOS & Android

E-Business App :: iOS & Android

Mobile Field Sales App :: iOS & Android

SOA

Complete FMW Mobile Reference Architecture

Wireless Network

DMZ

SOA Service Bus

Identity & Access

Management

EnterpriseApp Store

Dir

Client Tier

System of Record(Applications)

Service IntegrationTier

App Server

Secure Access Tier

B2E

AppB2CPublic

App Store

Access GOMAS

Cloud Application Foundation

ON-PREMISEPACKAGED

APPLICATIONS

CUSTOM APPLICATIONS CLOUD

Adaptors

Cache

BrowserContent

Web Gateway

Web Experience

Content Management

ADF Faces

ADF Mobile

Webcenter Tools

EnterpriseManager

SOA Successes can also Speed Mobile Deployment

Let’s do a real quick back of the Napkin::

5 Man Developer TeamAvg. iOS app 5,000 to 150,000 Lines of Code (Depends on Complexity)

Developer writes 10-100 lines of ObjC/Java in a work dayAverage iOS app 10K-40K lines of Objective C

See SOA Reuse Slides:: 20-30K LoC converted to SOA inc.. Transactions, Security, Social, & DB

Developer @ $50 per hour or $10,000 per Team Week = 2,500 LoC with no bumpsSingle iOS App of 50K LoC = 20 Weeks or $200,000 for one iOS app or $400,000 for both Android and iOS

With SOA Reuse, JDeveloper Team @ $43p/hr you get two apps iOS & Android for approx. Total $90KCode Re-Use via SOA based Business Processes, Lower expense on Developers, Shared Code for both iOS and Android…

POTENTIAL SAVINGS of $310,000 per App Deployment

Tweetie2 = 50K LoC

SnappyCam = 50K LoC

Typical simple iOS app can be 20-50K

Lines of Code. Twittie2= 50K

Speed Mobile Deployments but at Lower Cost…?

Indeed.com shows a 12% increase in demand for iOS and Android Developers Nationwide, and Rising.

While Web Developers wages are leveling off..

Single Based IDE requires a HTML5 / Web Skill-set to Deploy an App..

SOA Successes can also Speed Mobile Deployment

Time to Market Development from 6 months to 2 weeks - Choice Hotels

Provision Environment of Databases, Services, in 10 minutes - 7Eleven

Typical New Services Deployment 2 Months reduced to 10-15 days - Celegene

Accelerated business transactions with increased throughput by 30% - Agilent

Reduced integration efforts (time and labor) by 60% - Farmers

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Christopher David Kaufman Senior Consultant Social, Mobile & IoT

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