Leveraging B2B Mobile Apps

By Sheila BaconChief Mobile/Digital StrategistNovember 2014

B B2

BYOD AS SEEN BYDILBERT

B2B Mobile Apps are rapidly changing Business

Mobile web use overtook desktop browsing in 2013 with number of smart phone exceeding 1.82B units.

By 2016 more than 50% of apps will be hybrid, accessible via multiple platforms

Smart device popularity drives opportunity for mobile app stores which by 2016 will reach 310 billion downloads and $74 billion in revenue. Engagement-driving in-app purchases and an integrated cross-device experience will help fuel this demand.

Challenge: How to leverage BYOD for bottom line results?

Source: Gartner Research

Mobile App Forecasts In-app purchase will drive 41% of the store revenue in 2016.

While the market is moving toward free and low-priced apps, in-app purchase will increase in both the number of downloads and in the contribution to the store revenue. As a result, we see a shift in user spending from upfront purchases to in-app purchases.

Fastest growing types of mobile payment transactions globally as measured by projected CAGR from 2012 to 2017 include:

Ticketing (51%); Airtime top-ups (40%) Merchandise purchases (38%) Bill payments (35%) Money transfers (33%.

Source: Gartner Market Trends

Why Business Use Mobile App’s Mobile represents a dynamic and wider

audience to target and build relationships Apps allow continuous access to users, allowing

firms to tap into a rich resource of data. There are over 300 billion apps and growing Investors are focusing on app development with

42% working on employee apps, and 43% developing mobile app for consumers.

Challenge: Mobile interaction provides a opportunity to delight and threat to kill relationships. Mobile allow ongoing opinions about your company and brand to be shaped.

Growing Need: Biz App Stores One quarter of enterprises will have access to

their own app stores by 2017 Biz app stores encourage developers to submit

competing apps, procurement of better license terms for the enterprise.

Biz Apps provide content sharing/productivity improvements

Challenge: how to keep pace with user expectations

Mobile & Interactive Network of “Things” and “Actions”

Transforming business processes

Will impactadoption of App Stores

“If your content doesn’t exist on the mobile screen, it doesn’t exist at all…”

Mobile Eco System: Think Across the Entire Enterprise

Source: IDC

MOBILE APPLICATION IMPACTS

Mobile Market Share 2009-2016Android leads iOS

Source: Gartner

Mobile Apps Comprise virtually 100% of primary brand touch

points – well beyond the early days of “nice-to-have” feature of corporate digital strategy.

Mobile app deployment is happing at a faster-pace than web deployment.

Apps frequently “outgrow” business unit governance. Centralized management helps firms scale by providing unified direction and oversight.

Challenge: How to avoid turf wars for resources; need to deploy and manage market-facing solutions quickly

Source: Forrester

Building the Business Apps allow business to keep track of projects,

enhancing employee productivity and efficiency. Mobile apps are often streamlined versions of

internal systems, allow employees to remotely, securely and quickly check status of key aspects of their business.

Challenge: How to support innovative approaches, create better tools and deliver ongoing user engagement

Managing App Performance Mobile App are built using different technologies,

you need a unified view Mobile ecosystem is fragmented, can’t always

troubleshoot across OS, devices and carriers. Need to separate how backend services are

impacting app performance and how different versions can be improved

Understanding user behavior and satisfaction is critical

Challenge: Mobile apps require a strategic framework

If you don’t have a mobile strategy, you don’t have a future strategy”

-- Eric Schmidt, Google Executive Chairman

What’s next for Mobile Devices? Physical SIRI, 3D interactions Enhanced Experience: Eyeball movement

tracker, Ambient temperature & pressure sensors, Fingerprint reader, payments, biometric sensors, Internet of Things sensors

Industry’s exploiting mobility beyond Smartphones & Tablets, key areas:

Mobile Payments M2M M2Social Connected Vehicles

Challenge: Consumer attributes are now and will continue to impact B2B mobile adoption

Mobile Success Survey: What are the ramification of poor performance in your mobile sites/applications?

Source: Forrester : Line of Business Managers & above, IT, VP directors

Challenge: Mobile can drive success across the entire organization

The problem with speed …

As business strives to be agile, IT strives to align systems to keep pace Improves cycle times Accelerates decision-making Leaner operations (decrease costs) Greater customer service & responsiveness

When IT aligns with business cycles, these cycles accelerate

Challenge: How to reduce problems & mistakes accelerate with faster business cycles such as:

-- Unmanageable risks-- Bad will -- Problems tend to get fixed at the costliest point of resolution

Challenge: Customer Behavior/ Ratings

“We have not received enough ratings to display an average for the current version of this application”

Why Business Apps Fail Lack of Strategy: Poor goal definition, mobile eco system

alignment, unsure of platform restrictions and third party integration

Audience & UI Design: Understanding how your employees, partners and customers will be interacting with the app, should it be localized, UX functionality, performance. Security: identity management & load based

Not Enterprise Ready: Delivering consistent quality, scalable, multi-platform reliability, monitoring and management, back end infrastructure and delivery network. Poor channel marketing

Not Future Proof: Poor management of feature demands & version upgrades

Data Mining: Limited data analytics and information management. Building ongoing analytics and data object abstraction. Building mechanisms to track usage, churn and sharing of the app. Refreshing mobile content is critical to help keep users coming back for more.

Poor Post-Launch: Waiting for bad reviews and low ratings to find out app has functional issues.

BGG Mobile Guidance Don’t rush in without a plan– you need a mobile

strategy Establish long term mobile platform strategies and do

the customary architectural and governance planning Expect continual mobile app platforms and devices to

change and enormous amounts of process innovation– think across your ecosystem

Make solid foundational investments early including mobile device and software management, security and scalable wireless infrastructure

Deploy using app stores and use MDM to evolve the business

About BGG MOBILE BGGMobile.com builds digital assets such as

mobilized websites, landing pages, and ecommerce stores.

BGGMobile.com provides Social Media engagement services including Community Management, Content Curation, Social Listening, Social photography and distribution.

BGGMobile.com is a brand strategy & data insights partner.

Based in Dallas, Texas CONTACT US: 214 997-3385