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MobilityThe Dark Side
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Pg. 2
mo∙biq′ui∙ty (mō‐bĭk′wĭ‐tē)
We design, build and deploy Enterprise-class mobile solutions
that transform your business processes
Proprietary & Confidential
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‘Enterprise-class’
• Leverages ‘Reach’ and New Innovative Capabilities
• Integrated with your business architecture and IT infrastructure
• Secure, Reliable, Extensible, Maintainable, Scalable…
Pg. 3Proprietary & Confidential
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Pg. 4
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MobilityThe Dark Side
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“And if the dam breaks open many years too soon And if there is no room upon the hill And if your head explodes with dark forebodings too I'll see you on the dark side of the moon.”
Pg. 6
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Mobile Trends
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Market Dynamics
• 5.3B mobile subscribers – 77% of world’s population• 20% have 3G availability
• 73M users in US have mobile Internet access• 25% of US Web users are mobile-only
• A lot of Devices shipped and Apps downloaded• A lot of traffic
• Mobile voice and data revenue > $1T in 2014• 8T text messages will be sent in 2011
• 7B communicating devices, 5B not computers
Pg. 8Proprietary & Confidential
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Market Dynamics Driving…
• Consumerization of IT• Mobile Payments• Internet of ‘Things’
Pg. 9
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Consumerization of IT
Wireless is Creating The “Big Flip”
Pg. 10
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©Scott A. Snyder 2011
Consumerization of IT
Digital Natives…
TIO = Teenage Information Officer
Pg. 11
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Mobile Payments
• M-Payments: $240B in 2011; $1T by 2015• Near Field Communication
• 2014: 300M NFC smart-phones in use• Most likely users?
Pg. 12
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Mobile Payments
• M-Payments: $240B in 2011; $1T by 2015• Near Field Communication
• 2014: 300M NFC smart-phones in use• Most likely users?
• #1: Married couples between ages 45-54• #2: Single females between ages 25-44
Pg. 13
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Mobile Payments
• M-Payments: $240B in 2011; $1T by 2015• Near Field Communication
• 2014: 300M NFC smart-phones in use
• But – most consumers are still in the dark• 91% ‘never heard of NFC’• 70% ‘never heard of mobile wallet’
Pg. 14
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A Social and Technology Experiment
Jonathan’s Card
Pg. 15
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©Scott A. Snyder 2011
‘Killer App’
Pg. 17
Internet of Things
Wembley Mousetraps
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©Scott A. Snyder 2011
Internet of Things
Personal Healthcare Revolution
Pg. 18
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Impact on the Enterprise?Challenges?Potential?
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Impact on the Enterprise? “Top 2011 Issue”
90% will significantly expand number of mobile app’s• App dev alone > $20B by 2012
80% will support workforce using tablets by 2013 1B workers accessing enterprise systems in 2011
• 81% with mobile devices do it todayA2P will overtake SMS in 2016
20Pg. 20Proprietary & Confidential
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Impact on the Enterprise? “Top 2011 Issue”
Retail: eBay mobile revenue = US$2 billion in 2010Travel/Leisure: 1 in 8 will use m-ticketing in 2015 Financial Svcs: 1B people will access by mobile by 2015Publishing: 30% of circulation compromised
Exec’s are already losing their jobs over it!
21Pg. 21Proprietary & Confidential
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CIO Challenge
22
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
Pg. 22Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
• ...That requires new skills sets and new experience
Pg. 23Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
• ...That requires new skills sets and new experience
• Deliver a mobile solution that can be used by 10,000+++ customers
Pg. 24Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
• ...That requires new skills sets and new experience
• Deliver a mobile solution that can be used by 10,000+++ customers
• …Who can use any one of 208 platforms
Pg. 25Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
• ...That requires new skills sets and new experience
• Deliver a mobile solution that can be used by 10,000+++ customers
• …Who can use any one of 208 platforms• …Anytime, Anywhere
Pg. 26Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
• ...That requires new skills sets andnewexperience
• Deliver a mobile solution that can be used by 10,000+++ customers
• …Who can use any one of 208 platforms• …Anytime, Anywhere• …Without compromising security
Pg. 27Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Shift development platform to a new technology platform
• ...That requires new skills sets and experience
• Deliver a mobile solution that can be used by 10,000+++ customers
• …Who can use any one of 208 platforms• …Anytime, Anywhere• …Without compromising security • …Or performance.
Pg. 28Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Design/develop a solution for 1,000+ employees
Pg. 29Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Design/develop a solution for 1,000+ employees
• Provision the devices, deploy to their locations, and train users
Pg. 30Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Design/develop a solution for 1,000+ employees
• Provision the devices, deploy to their locations, and train users
• Ensure consistent application set, and security software
Pg. 31Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Design/develop a solution for 1,000+ employees
• Provision the devices, deploy to their locations, and train users
• Ensure consistent application set, and security software
• Keep it in sync with your web
Pg. 32Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Design/develop a solution for 1,000+ employees
• Provision the devices, deploy to their locations, and train users
• Ensure consistent application set, and security software
• Keep it in sync with your web• Support all of it
Pg. 33Proprietary & Confidential
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CIO Challenge
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing infrastructure and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
• Design/develop a solution to 1,000+ employees
• Provision the devices, deploy to their locations, and train
• Ensure consistent application set, and security software
• Keep it in sync with your web• Support all of it• And scan and monitor the marketplace to
keep it refreshed
Pg. 34Proprietary & Confidential
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Challenging Questions
How do I sift thru the hype and find the real ROI opportunities?
How do I maximize acceptance and usage?
Who can I partner with to develop and deliver the App?
How do I deploy, support and provide the infrastructure?
How do I leverage existing architecture and applications?
What’s the connection to Social Media?
How should I think about security and compliance?
How do I design to capture the right data to drive insights?
How do I enable my Enterprise to exploit the potential?
Pg. 35Proprietary & Confidential
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Looking for an Answer?
Only 4% of Marketing Executives and 7% of IT Executives
“are prepared to answer them”– Forrester, Oct 2010
Pg. 36Proprietary & Confidential
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Navigating the Dark Side
Unlocking the Potential
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1. Mobile as a ‘Check-off’
Pg. 38
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Mobile as a ‘Check-off’
Proprietary & Confidential
YourWeb Site
DeliveredExperience
ExpectedExperience
UntappedNewCapabilities
Pg. 39
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Mobile as a Business Enabler
Proprietary & Confidential
Location-Based ServicesTransparent PricingSmart Discounts & CouponsImmediate Gratification
Branded AppsMobile Push Notification
PersonalizationMulti-TouchSocial Networking
Medical Device ConvergenceIntegrated Camera and Audio
AccelerometersDigital Compass and Gyroscope
Proximity to Physical ObjectsPeering through Bluetooth
Light/Dark Environment AwarenessOffline Synergies
Precise location info from GPSRFID readerFingerprint ID as an input methodMobile Push NotificationPersonalization
Multi-Touch input from simultaneous gesturesSocial NetworkingDirect access to local data storeImage capture though still and video CameraCloseness to physical objects - proximity sensor
Audio sensorsDevice positioning from an accelerometerUser orientation from a digital compass
Gyroscope sensorsDevice connections through Bluetooth Light/Dark Environment AwarenessFM transmitterHaptic display
New Capabilities
YourBusinessand IT Architecture
ExpectedExperience
Pg. 40
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Mobile as a Check-Off
Leadership of Our Federal Government
‘In a recent executive order mandating that federal agencies draw up plans to improve government services, President Obama himself cited mobile services as one such path to cheaper, self-service ways for citizens to interact with government. Several federal agencies are building application repositories for their own enterprise mobile apps.’
Pg. 41
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Among the Winners…
Pg. 42
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Among the Winners…
Pg. 43
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Among the Winners…
Pg. 44
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Mobile as a Business Enabler
“When you piece together these different technological, economic, and social components, the result is an infrastructure that makes certain kinds of human actions possible that were never possible before.”
- Howard Rheingold, Smart Mobs
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2. Who Is Driving the Bus?
‘The CIO-CMO Alignment Imperative’ - Sept 2010
• ‘Don’t believe they are highly effective partners’• 58% of CIO’s said they were leading the digital agenda
at their company• 81% of the CMO’s disagreed• 69% of CMO’s said that they were leading the digital
agenda
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Who Is Driving the Bus?
‘The CIO-CMO Alignment Imperative’
‘This disconnect… over strategic vision and ownership has created an environment where marketing feels forced to seek quick-to-deploy individual point solutions that may not effectively link to the established infrastructure or corporate strategy, and IT is often left feeling like glorified order-takers with little strategic voice.’
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3. Bad Design
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3. Bad Design
Overblown Visuals
• Going against convention is always LESS intuitive
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3. Bad Design
BaBa
Over Design• Waste of Time and $• More Difficult to Use
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Bad Design
Why WSJ Mobile App Gets ** Customer Reviews
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Navigation• Confusing Start-Up Screen Offends
Existing Subscribers• Out of 68,000 reviews, 40,000 are * • Implies 500,000 dissatisfied users
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Bad Design
Why WSJ Mobile App Gets ** Customer Reviews
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Navigation• Confusing Start-Up Screen Offends
Existing Subscribers• Out of 68,000 reviews, 40,000 are * • Implies 500,000 dissatisfied users
Impact• Dissuades New Subscribers• Alienates Loyal Readers
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More Bad Design Considerations
• Neglecting technological limitations• Neglecting to use native device interactions and
technological features • Disregard of context - how, when, where and why
the mobile device is being used
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“With mobile, you are now in the commercial software business with all the complexity that entails. Your apps are on a shelf in iTunes right next to your competitors with a customer star ratingbeneath and un-moderated customer comments there for review. People are much more likely to become or stay a customer based on the experience they have with an organizations mobile applications.”
- Andrew Hiser
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4. Security Risks
Presents a higher threat• Powerful computer• Designed for personal use and communication• Easily lost• Connected to your infrastructure• Multiple domains• 80% - serious incident ‘imminent’
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4. Security Risks
Actions• Risk Profile
• Stakeholders?• Expectations?• Scenarios?• Probability?• Penalty?• Assess?• Redesign to mitigate risk?• Job of Security is to implement controls to
accomplish that
• Software / processes to address ‘attacks’• Best practices to address vulnerabilities
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5. Back-end Integration Challenges
• Availability of API’s and Web Services are almost always overestimated
• Data, business logic and UI are trapped in systems designed for desktop + mouse + keyboard use
• Performance and scalability• Cloud?
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6. Analytics Opportunity
• Setting the right ‘targets’• Drive the desired behavior• Forecasting and predictive modeling
- Gary Rozal
Mobility adds 210+ unique user dimensions- Tony Jebara, Columbia Machine Learning
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7. Post Implementation Effort
• BYOD?• Provisioning• Deployment• Warehousing• Recycle• Account Administration• Device Migration• Services Integration• Device Support• App Maintenance• App Support• Content Update• ‘Product’ Paradigm
• Product Manageent• Marketing• Release Management
• Refresh
“An unfunded liability is being built” – Bruce Rogow
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Navigating the Dark Side
1. Mobile as a Check-Off?2. Who’s Driving the Bus?3. Bad Design?4. Security?5. Back-end Integration?6. Analytics Opportunity?7. Post-Implementation Effort?
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"There is no dark side of the moon really. Matter of fact -- it's all dark."
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