a hitchhiker's guide to mobile strategy

helsinki | wroclaw | berlin

business designers service designersdata scientists ux designers

visual designersarchitectsdeveloperstesters

Who we are and why we care

"I want to see how much impact we can have on a business by simply making things more fun and easy to use".

- Hanne Kettunen, Director, Mobility

"Our mission is to mobilize the largest Enterprises in the world, and help them get ahead".

- Aki Ranin

Vice President, Mobility

1 ... ... 120

consultants analysts

"also, I write poems about mobility. A few haikus, no biggie".

What we've been up to so far "We also bring consumer innovation with us, working with leading global brands in media, retail, and gaming - such as HBO and IKEA".

1. Why mobile? 2. Mobile frenzy 3. Getting strategic 4. Mobile first

Mobile? But we have laptops. Sure, parts of our website are mobile accessible. We have an online strategy. Aren't we

doing enough?

Apps, apps, give us some apps! Forget

that strategy, let’s just do some apps!

Okay, that’s a lot of apps. Time to set some rules to this wild west.

Mobile? Of course we are. We don’t need a mobile strategy,

our strategy is a mobile strategy: We have a business

strategy to a mobile world.

This presentation gives you the tools towards a mobile enterprise

So Mobility - where are you now?

Most companies

Because a mobile strategy…

1. States the critical guidelines for mobile development from device selections to business goals and visual guidelines

2. Enables changes into the set guidelines when new needs or technologies emerge

3. Says what we will not doit helps rule out some choices

Why do you need a mobile strategy?

..and what will you get without one?

Fragmented user experiencebecause apps are developed ad-hoc, for one small area resulting in varying experience for users - or worse, customers!

Overlapping investments re-inventing the wheel over and over again, supporting unnecessary platforms and technologies

Lacking future visiontaking small steps in different directions without a clear vision where to go in the long run

No-mans landno clear ownership, decision processes and evaluation criteria to help decide which apps to develop and upkeep

1

Mobile strategy in four easy steps - just add water!

What do we have now? !!

Create a list and understanding of all

current mobile cases. !!!

Vision and ideas !!!

Determine a mobile vision that supports your

strategic business goals by thinking about users:

!What is the job they need

to get done?

Map it out !!!

Use current mobile cases to create a Mobile Map

with rules for prioritising and making decisions.

!(Psst. This is the beef)

What next? !!!

Create a mobile roadmap for current and future investments and pilots.

!Set your agenda for how to get there in the near-term.

…and be prepared to re-think the whole thing in a few months.

2 3 4

Hold on a minute - who's reading this?

Should you go to management and take charge of Mobility in your organization?

Step zero: Center-of-Excellence - we prefer Mobile Mob

Cross-functional teamyou don't want to hide this inside IT - instead, collaborate and share!

Maintain a Mobility Portfoliosomeone has to keep an eye on past, current and future projects

Maintain a Mobile Strategyyou need some policy in place to guide your mobile efforts

Make some noise!become the voice and champion of Mobility to win big!

Don't get stuck with corporate politics, just gather a team and get cracking on a plan!

What do we have now? Step 1, here we go!

We need a baseline

1. What have you done so far? ask around to find what apps there are. double-check with marketing. look under the matress

2. Start collecting those ideas once you understand the baseline, maintain all your company's mobile projects and ideas here

3. Prioritize create a set of metrics to measure project value. don't overthink it, it will keep evolving

4. Share. Communicate.no, you cannot leave this on your Desktop ooh, pretty

colors...

1 2 3 4

Vision and ideas: Mobile Discovery

Finding a common Mobile vision

1. Gather you Mobile stakeholdersthink about business lines, units, areas, segments, support functions, etc. - who can benefit from mobile? gather a cross-funtional team, and ensure business relevance

2. Find a reason for Mobilitystart from your company strategy - what are you trying to achieve? growth, new revenue channels, innovation, process efficiency, customer experience, productivity?

3. Dig deep. Deeper. examine, analyze, visualize. bring in users. try a day in their lives. facilitate ideation and innovation. prioritize ideas. evaluate feasibility

4. A vision emergesgather those crazy ideas together and find a common ground. how will your company benefit from Mobility?

21 3 4

Vision and ideas: A Day In The Life

Sooo.. what's happening?

Get to know your user

1. Talk with actual users real users, not representatives. or process guys

2. Review a typical dayfind routines and special cases. visualize

3. Challenge their routinesask all the stupid questions to find unnecessary constraints and inefficiency. discover ideas

4. Smell the coffee evaluate feasibility for any improvements discovered. think about data inputs and outputs. look at system interfaces

service designer target user

Uhh.. are those electrodes?

or...

21 3 4

Map it out: Time to create a strategy 31 2 4

So what’s in your mobile map?

1. Answers. straight forward decisions about key guidelines, such as your mobile vision and your set of partners

2. Questions.every new initiative will have to answer the key questions: who is this for? why? what do they need? what are the expected business benefits?

3. Sets of answers. decision trees help finalise the path for new initiatives. after discovering why and how something is needed, you can rely your trees for decisions on devices, platforms etc.

4. Names. roles, responsibilities and honors are given here, too

Needs

Ideas

Mobile Map

Budgets Decisions

BU’sKPIs

APPS

Partners

Security Devices

Platforms

decision trees for each area

Map it out: Make trees, not decisions

Build decisions up from you users...

1. A user with a needthis is the right reason to make decisions

2. Identify needed decisionswhat does the user need to get the job done? what about IT? developers?

3. Prioritize those decisionswhat is most important, and what are the dependencies. TIP: Android vs. iOS is not #1

4. Make a criteria-based decision lucky for you, we have an example on the next page!

5. Rinse. Repeat until satisfied.congratulations, you just facilitated a corporate policy!

31 2 4

Map it out: Create a score sheet for each decision point

This is where we get smart!

1. List your optionswhether it's devices or platforms you're deciding on, look for 3-5 options and not just the obvious, easy ones. this is also about communicating rationale for not choosing certain options

2. Define your criteria look at each decision separately, and create criteria to cover needs of all stakeholders

3. Make up a simple scoring systemnothing wrong with "good" vs "bad". you can even use prices or numbers and really get jiggy with it!

4. Collaborate and communicatethe whole point of an objective evaluation is creating acceptance with stakeholders. TIP: It usually works best before making decisions!

31 2 4

Map it out: Group decisions into a Policy

Now we can put together some Guidelines

1. Gather decisions you've made it will be easier to communicate and reference later

2. Create a Policy for each area of the Mapthe more adventerous among you may even combine them into one policy to rule them all!

3. Create segments if you need toyou may have made different decisions for marketing and supply chain apps - no biggie, just document that! that's what tables are for...

31 2 4

Vision

Tech

nolo

gySu

pply

cha

in

Customer experience Capability

What next? Ready, steady, GO!

Long-term in Mobility is months, not years

1. Start with your immediate tasksyou need to do some groundwork. otherwise you may end up moving forward too quickly and miss your business benefits!

2. Okay, now do the Roadmapbreak down your goals into areas and timelines. no reason to build a 5 or 3 year plan, start with your first year. it will change because mobility itself changes so quickly. new opportunities are emerging every day. keep your pulse on what is happening out there.

31 2 4

Start a Mob

Create a Portfolio

Discovery Day

Buy milk

!

1. Why mobile? 2. Mobile frenzy 3. Getting strategic 4. Mobile first

How we can help you get ahead

Mobile Vision Mobile Map

Task based Role based Data-driven

Mobile as Strategy

APP DEVELOPMENT

STRATEGY Mobile Portfolio

Business Design Maturity MatrixDiscovery Day

Getting started with Mobile Strategy can be done piece-by-piece. Many items can be quick wins for your organization! Tell us where you are, and we'll break it down for you! !

If you have an app idea, throw it our way and we'll tell you how we'd approach it. !!

PlatformsArchitecture

aki.ranin@avaus.fihanne.kettunen@avaus.fi