Mobile Device Technology Stack

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 Mobile Ecosystem

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 Challenges facing the Organization

 Seamless connection of workforce to Back-end systems

 Preparedness for increase in business activity from mobile
based customers
 Balance employee and customer privacy requirements with
enterprise security goals
 Flexible and robust infrastructure and architecture to
support devices, apps, and the Internet of Things
 Responsive Teams to keep up with an always-on business
world and 24/7 connected customers

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 Enterprise Strategy for Mobile

 Does not exist in a vacuum, or its own separate silo

– Mobile is not just a channel (online/in-store/call centre);
– The most convenient and natural touchpoints
 Not an extension of a company’s online strategy:
– Must offer the user everything the web does and more
– Users should have an incentive to download the app onto their
personal devices
– Leverage mobile-enabled features that provides a better experience
on smartphones than online (geolocation, notifications, data
capturing, etc.)
 Mobile is an enabler for the company – a way to wow its customers
by helping them get whatever they want as quickly, efficiently and
smoothly as possible
 Not “something we have to create because our competitors have
one”
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 Objectives of Enterprise Mobility Strategy

 More about enabling and accelerating new windows of

opportunity and efficiencies and less about restricting access
and choices
 Less about managing mobile devices, more about being an
advocate for the business
 Enabling the business to integrate and deliver new and
innovative business services more quickly
 Enable new, powerful ways of engaging with customers
 Boost employee productivity and connectivity
 Enriching the business with new innovative services

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 Steps Towards Developing a Mobile Strategy

 Understand Overall Company Strategy, Dependencies, and

Competitors
– This is the foundational element of the mobile strategy
– The overall company strategy will drive the mobile strategy
– Understand and document
• Where the company is: mission, beliefs, competitive advantage; overall
portfolio of products and services
• Where the leaders want it to be: objectives (final outcome): plans to
increase and/or maintain its revenue targets over the next 1, 3, and 5
years
• The market conditions it operates in
• The strongest competitors
• How the customer actually interacts with the company today: The
customer journey exercise
• Strengths, weaknesses, opportunities and threats the company is facing:
– Mobile strategy should be in line with internal and external dynamics
and dependencies
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 Customer Journey Exercise

 Journey mapping is a holistic approach to understanding the flow of

experiences a customer has with an organization
 Identifying the touch points where the customer interacts with the
organization
– Both major (taking a test drive or negotiating the final deal) and minor
(walking around the lot, taking delivery) touch points
– Cover the entire journey from marketing to post-sale follow up surveys
– All distinct points where the customer interacts with the organization should
be mapped
 Map Multiple Paths at a Single Point
 Distinguish Between Onstage (visible to the customer) and Offstage
(backend)
 Differentiate on Touch Point Intensity
 Get to understand the various gaps between channels (offline, phone,
online), departments (sales, fulfilment, online, customer service), and
business processes

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 Step 1: Basics

 How mobile as a touchpoint can become an asset to the company

 Engage stakeholders from various parts of the organization
– To get an understanding of the current processes and priorities of the
company
– Marketing, Operations, Business Development, Logistics, Account
Management teams
– Map out the touchpoints, strategies, and mandates
 Inventorize the touchpoints that can be added to the mobile
experience
 Which of these touchpoints can be better served by a mobile
experience and how: re-engineering of processes if required
 Competitor Analysis: Mobile Offerings, Best practices, Gaps,
possible differentiators
 Overall management and governance of mobility
– Control and empowerment
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 Step 2: Define the Enterprise App Strategy

 Define the Idea (App/Interface) that will drive the mobile strategy
– Mobile App: face against competition
• Limited resources, tight schedules, internal limitations, increasingly
demanding mobile user base
– What should the app do; how does that benefit the mobile user
– Visionary, yet pragmatic
– Acceptable budget, timeframes
• Expenses: capital (headcount) and operating (infrastructure costs,
platform, licensing, software, etc.)
– Account for contingency plans
– Idea must fit into the overall company strategy
 Build the Mobile Roadmap
– Work breakdown structure : Components that need to be executed for
deliverance
– Visual timeline for communicating milestones

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 Step 2: Contd.

 Define the technology stack: beyond the look and feel and functionality,
ensure that the app actually performs seamlessly
– Network readiness
– Data access points (secure user authentication, information storage, data
management, etc.)
– Overall security solution (data encryption, payment processing security)
– Management of the bandwidth extended to mobile users and the costs tied to
it
– Architectural support and maintenance costs
– Performance monitoring tools
– Network load balancer to ensure you can manage concurrent users in a reliable
way
– SLAs for the overall performance of the app.
• Uptime and downtime for the app, backup policy, disaster recovery, response time,
processing times, acceptable query time
– Usage of CDNs
 Choice of Agile Methodology over Waterfall: Continuous Application
Delivery through DevOps
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 Step 3: Product/App Strategy

 Define the use cases based on the customer journey

– Identify the pieces that will make the final product
 Define the target audience: types of users, frequency of
engagement
– Necessary to create user experiences for multiple user types
– Increases the likelihood of app adoption and long-term success
 Define the data points & Key Performance Indicators
– Measuring the effectiveness of the strategy
Company metrics App metrics
Revenue New users
Market share Increase in App Usage
Increase customer App rating
satisfaction (NPS) Lifetime value
Reduction in cost to Retention rate
serve Session Length
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 Step 3: Contd.

 Choice between Native Apps and Web/Hybrid

– Native: best performance, highest security, best user experience,
support offline mode
– Hybrid: can be built with a single version of source code, can be
released across platforms, and development time and effort is
considerably less

Mobile Web: Pros Cons Mobile App: Pros Cons

Good first step in many
circumstances.
Easy to build and easy to
change
Anyone can access and use the
mobile website, irrespective of
the device
Visitors don’t need to
download anything to use the
mobile website.
Mobile websites are a great
way to attract new visitors
Confidential |
Not a great user Targeted for a specific
experience. Greater control over user
platform/device, difficult to
Only good enough for experience
port
addressing the needs of Supports local data
casual visitors processing and data Require continuous update
storage
Does not support offline
Users have to download
usage onsume information via
and install the app before
APIs
using it.
The app marketplace is
Mobile users prefer using crowded, and there are
mobile apps over mobile many alternative apps
websites competing for the user’s
attention. 33
 Step 3: Contd.

 Choice of platforms: Android/iOS

– iOS users are more likely to spend money on apps and on in-app
purchases,
– iOS platform is easier to work on,
– Overall it takes less time for developers to deliver the final
application
– Android is the dominant platform with the majority of the
smartphone users
– Google’s app release policy to Google Play is simpler in
comparison to Apple’s stringent and bureaucratic app release
policy

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 Step 3: Contd.

 Usage of Secure APIs to access backend systems

 Decision on Data Usage:
– Necessity of update
– Data Access in remote areas: caching on devices
– Protection of data on devices, in transit
 Leveraging Security standards
 Balancing Security with user experience
– Single Sign-on, alternate modes of authentication, Geo Location services
 Decision on in house development vs. outsourced
 Marketing strategy in place:
– Engage current and prospective customers to get feedback
– Engage influencers for app promotion before launch
– Solicit inputs (around key app functionalities and flows) through social media
channels
– Engage the press: provide content to generate excitement

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 Step 4: Product Implementation Strategy

 Define the Minimum Viable Product (MVP)

– Prioritization of features
 Define the non-functional requirements
– Improve performance by incorporating code optimization
strategies
 Testing strategy: Test scenarios & cases, Acceptance criteria
 Tools needed to manage apps
– QA tools, Issue tracking, Performance tracking
 Post Production Support requirements:
– Sanity check
– Issue logging, defect tracking
– Roll back plan: version control

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 Enterprise Mobility Management

 Mobile Management Solutions:

– Managing a mobilized workforce; maintaining security needs;
user satisfaction
– Help avoid malware attacks, hacks, jailbroken devices,
personal misuse of cloud services, and a host of other security
compromises
– Three major categories:
• Mobile Device Management (MDM)
• Mobile Application Management (MAM)
• Mobile Content Management (MCM)

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 MDM Solutions

 Software-based enforcement of security policies

– Network access,
– Application download and usage
– Service usage
– Device security
 Management of the whole device or a segregated virtual portion
– Includes remote lock and wipe capability
– Policy enforcement
– Data tracking
 Heavy handed: Like a root kit installed by IT: Users typically would
carry two phones
 No extra security to the mobile user or to the corporate network;
advantage is device control

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 MAM Solutions

 Software-based security suite

 Focuses on securing access and actions of applications rather
than entire devices
 Provisions, controls, monitors, updates, and removes
applications from a user’s device
 Provides secure remote access via an app installation
 Possibility of an enterprise app store: connect to corporate
resources securely
 Scan devices for rogue apps, track applications, and warn
users of policy violations for apps that aren't allowed on
their devices or inside the corporate network

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 MCM Solutions

 Secure document management through authentication,

authorization, and access
 Users gain access to content based on usernames, passwords,
IP address, and mobile device authentication
 MCM solutions typically use multi-factor authentication
methods to grant and manage access to repositories and
documents
 Provides secure access to a particular document repository
where employees, contractors, or other third parties can
share access to documents and information without affecting
the entire device or other applications

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