applying the mobile litmus test - yonni harif

Applying the Mobile Litmus Test

Yonni HarifMobile Enterprise Executive646-696-8213yharif@us.ibm.com

But first, quick recap…

Mobile Pharma Snapshot

Number of Apps branded by Pharma / Life Sciences Companies in app stores’ Health & Wellness or Medical Top 100? Hint: count them on one hand

Most apps have No Ratings in the app stores Most searches in app stores for company names or branded

products result in 3rd party apps All three major Pharma target audiences (patients,

physicians, employees) are active mobile users on smartphones and tablets

* Presented by Yonni Harif, IBM Mobile Executive, at Mobile Pharma 2014

Top Mistakes in Mobile Pharma

1. Mobility is an Afterthought Extension of Online

2. Patchwork Mobile Strategy and Disjointed Execution

3. Prioritizing Users Away with OS / Device-specific Focus

4. Designing Online Experiences for Mobile Screens

5. Looking at Mobile only through a Development Lens

6. Applying Online Security Tools to a Mobile Space

7. Mobile Governance Extremes - Helicopter vs. Free-range Parent

8. Apps Abandoned and Forgotten

9. Sitting on the Sidelines…

* Presented by Yonni Harif, IBM Mobile Executive, at Mobile Pharma 2014

Mobile Litmus Testin 5 easy questions

1Are you building apps for mobile devices or for mobile users?

1mobile devices versus mobile users

Desktop/enterprise use cases only or new scenarios for users that are truly mobile?

1mobile devices versus mobile users

Excluding your users from the process or capturing mobile needs in field?

1mobile devices versus mobile users

Exposing interface of apps only or drilling deep into data sources?

1mobile devices versus mobile users

Not using mobile features (geo, offline, etc…) or are you affecting mobile behavior?

1mobile devices versus mobile users

Cramming full website into mobile size screen or mobile-prioritizing features?

1mobile devices versus mobile users

Building mega-app with +5 layers or purposeful, focused apps?

1mobile devices versus mobile users

Not affecting the business or generating revenue and new business lines?

2Are you locking or decoupling design/functionality and data/infrastructure?

2locking versus decoupling

Must re-code app if data sources or backend systems change?

2locking versus decoupling

Mobile apps integrated directly to EMR and other systems or via buffer for security and scalability?

2locking versus decoupling

App performance hijacked by large data handling or are you extracting mobile-specific data?

3Are you enabling mobile silos or mobile layers in your organization?

3silos versus layers

Do you have multiple, misbranded apps in app stores or a creative yet cohesive presence?

3silos versus layers

Does it take forever to deploy updates to apps or can you affect change rapidly?

3silos versus layers

Are you truly leveraging your mobile CoE to drive innovative apps or are you going elsewhere?

3silos versus layers

Managing multiple teams across different code bases or is there reuse of assets and resources?

4Are you planning and funding a mobile product or a mobile production line?

4product versus production line

Do you have a mobile strategy or are you constantly playing ‘catch-up’?

4product versus production line

Are Technology and Business/Brands working together to define and deliver on mobile needs?

4product versus production line

How often do you release a new app and how frequently do you update an existing app?

4product versus production line

Busy maintaining bespoke mobile infrastructure or can you focus on delivering 5-star apps?

5Are you hoping for the best or quantifying mobile success?

5hoping versus quantifying

Can you preempt negative reviews by identifying likely app/infrastructure issues in advance?

5hoping versus quantifying

Do you have an in-app feedback loop connecting users with your developers?

5hoping versus quantifying

Are you tracking what physicians, employees, vendors or patients say about your apps?

Mobile Litmus Test  

1. Building apps for mobile devices for mobile users?

2. Locking or decoupling design/functionality and

data/infrastructure?

3. Enabling mobile silos or mobile layers in your

organization?

4. Planning and funding a mobile product or a mobile

production line?

5. Hoping for the best or quantifying mobile success?

Yonni HarifMobile Enterprise Executive646-696-8213yharif@us.ibm.com