Driving value from mobile: Getting the strategy right - Steve Barden

Driving value from mobile 31/01/2013

© LINE Communications Group Ltd 2013 1

Slide 1 January 2013

Driving value from mobile:Getting the strategy right

learningtechnologies

[email protected]


Today

� Why is mobile important

� Why do I need a mobile strategy

� What is the right mobile strategy

� The life of an App

� Realising the benefits





Why is mobile important?


Why is mobile important?

It provides the perfect Anytime, Anywhere opportunity to deliver content …

… for the whole enterprise …

… and beyond




Mobile mania

� Smartphones have surpassed laptops as the route to the web

� Britons use smartphones and tablets to access the web more than any of the world's leading economies (Ofcom)

� There are more mobile web users in China than in there are people in the US!

� 2012 20bn Apps consumed –more than 3 for every person on the planet!


Mobile App Consumption + 35% in 2012




UK Mobile Penetration 2012

� UK Population c. 63m� Mobile Subscribers c. 51m

(81% of population)

� Mobile Internet Users c. 36m (71% of subscribers)

� Mobile App Users c. 31m (61% of subscribers)

Source: Census 2011

5.3m Scotland

53m England

3.1m Wales

1.8m N. Ireland

Source: Mobile Consumer Trends


Market share of smartphone sales

Country 2011 2012 2016 2011-2016

CAGR

China 18.3% 26.5% 23.0% 26.2%

USA 21.3% 17.8% 14.5% 11.6%

India 2.2% 2.5% 8.5% 57.5%

Brazil 1.8% 2.3% 4.4% 44.0%

UK 5.3% 4.5% 3.6% 11.5%

Rest of World

51.1% 46.4% 46.0% 18.1%

Source: IDC (Aug 2012)




Learning Maturity 2012

� 25% of organisations are now developing mobile apps for learning (+20% since 2010)

� 30% of organisations encouraging individuals to use their own devices (BYOD)

� 31% providing learners with mobile devices.


Mobile culture – have you got one?

� Do you have a policy for BYOD?

� Do you have processes and systems to convert / develop, publish, secure, distribute and track content for mobile devices?

� Is your IT department supportive?

� Do you include mobile in your blended learning?

� Are your L&D and mobile systems integrated?

� Do you differentiate between tablet and smartphone?

All this and more – is underpinned by a strategy?





Why do I need a mobile strategy?


Why do I need a mobile strategy?

Business requirements? User demand?

� What are the best uses of mobile?

� How can we make sure our mobile solutions work for the

target audience?

� How do we manage our intellectual property?

� Do we get the right capabilities in place?

� How will we determine success?

Need to answer some key questions:

Tech improvements? Media Hype?




Mobile strategy – have you got one?

C. 30% of organisations have one!

47% consider M significant


Masie’s mobile readiness

Masie Mobile Learning Pulse Survey, Fall 2012





What is the right mobile strategy?


What is the right strategy?

It should:

� Integrate with existing communications, support and learning initiatives

� Ensure a scalable solution to create, manage and distribute content securely

� Work for today’s and tomorrow’s:� Devices� Audience� Systems� Infrastructure

Strategy is about doing the right things…




What is the right strategy?

� Use cases

� UX design

� Content management

� Knowledge management

� Security

� Device types

� Integration

� Distribution

Strategy is about doing the right things…

It should define:

Collect a copy of our strategy tips sheet from STAND 35



The life of an App




9

8

7

6

5

4

The Life of an App

Define business

need

Clarify your audience

Specify the

solution

Design and Visualise

Develop/ test/QA

Publish/ Distribute

Review

Revise

Retire

3

2

1


Define the business need

� Speed to competence� Retention� Improved performance

�Communicate�Support�Learn

�Reach�Impact�Timeliness




Right level!

Audience need

Access anywhere!

Engaging!

Rewarding!Challenging!

Relevant!

� Shown at CES this month


Spec the solution

App Vs Web - quite a balancing act…Native App: An application written for a particular operating system to use device specific functionality or deliver enhanced performance.

Web App: An application accessed through a browser over the Internetor Intranet. Not installed locally on the device.




Design, develop and distribute

Design Develop

ManageTest


Review, revise and retire

� Regular updates during life of the app ensures ‘stickiness’




How do we determine success?

Business success:

� Reduced time to competence

� Improved uptake of knowledge / learning

� Reduced failure rate

User expectations:

� Improved access

� Don’t make me think!

� Greater flexibility

� More current and contextually relevant

� Greater personalisation options



Benefits realised




Benefits realised

We can evidence positive results, including:

1. 17% increase in pass rates, year on year

2. Training time increased by four hours a month

3. Many weeks saved in time to competency

4. Potential savings of £Ms from a suite of small JIT apps

5. Development time down to weeks from months


When you have the right strategy

It does:

� Integrate with existing communications, support and learning initiatives

� Ensure a scalable solution to create, manage and distribute content securely

� Work for today and tomorrow

…implementation is about

doing things right

Now you need to implement it…




STARTWrite Mobile

Strategy

Content Design and Development

Processes

Identify Stakeholders

and Governance

Gather Stakeholder

Requirements

List Mandatory Requirements

Identify Content Platform(s) and

Device(s)

IT Managed In-House

Determine MDM / MAM / MIM

Need for Project

Determine Mobile Carrier

for Project

Define Test and Production

Systems

Define Scope of Pilot and Rollout

Define Total Project Costs

How will project

work with IT?

END Current Project

List Anticipated Project Benefits

Prepare Project Budget

Construct Business Case / TCO /

Benefits / ROI

Present Business Case for Budget

Approval

Monitor Future Developments

Transfer Project to Operations

Team

Configure Hardware and

Software

Add / Revise Content

Test and Evaluate

Create Help and Support Materials

Create and Implement Change

Strategy

Create and Distribute Comms

for End Users

Set up Help Desk

Update Content

Develop Mobile Use Policies

Ensure Security, Privacy and Ethical

Standards

Establish BAU

Evaluate Analytics Data

Budget Approved

?

No

Yes

Where Will Content be Sourced?

Convert Legacy Content

Custom Content from

Developer

COTS / Open Source Content

User Generated Content

In-House Development

Team

IT hosted or outsourced

Agree IT Policies and

SLA

Create Project Documents

Appoint a Project Manager

Form a Project Steering Group

Select Supplier(s) and Negotiate

Contract(s)

Issue a Request for Proposal

(RFP)

Assess Proposals, Interview Vendors,

Short List

Mobile implementation needs a plan


Getting the strategy right

www.LINE.co.uk

[email protected]

Results=

STAND 35
