david lp - enterprise mobile operations
TRANSCRIPT
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Enterprise Mobile Operations 2012Get R Done
@DavidShuIp
http://BrandMobileMarketing.BlogSpot.com
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Quick Poll
Developers
UX & Designers
Brand Managers Agencies & Media
Buyers
VC & Angel
Investors Ninjas
Who's inthe
audience
today?
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Quick Poll
How long have you been working inmobile?
10+ Years5-10 Years
1-5 Years
< 1 Year
Looking to get into Mobile
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Agenda
Whatchutalkin bout
Willis?
Mobile OperationsDefined
Doh!
The Mobile HypeCycle
Where You
At?
The MobileMaturity Model
Git R Done
Forresters
P.O.S.T. Method
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Whatchu talkin bout Willis?Mobile Operations Defined
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Mobile Operations[moh-buhl,op-uh-rey-shuhns]
Operations is NOT Marketing Creating a microsite vs.
enabling m-Commerce.
Marketing is enhanced
when operations isengaged.
Operations: Integrate with Enterprise
Strategy
Mobile Operating Model
Consumer Intelligence
Product Development
Enabling Marketing
Promotions
Advertising
Public Relations
Sponsorships
CRM programs
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The Mobile Hype Cycle
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Source: http://mashable.com/2010/04/13/mobile-web-stats/
Why all the hype?
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What Ive heard over the years
In 1999We need to build a website
In 2006We must have a text messaging
shortcode
In 2007Build me a mobile web page
In 2010My brand needs an iPhone App ASAP
In 2011Where are our QR code campaigns?
NowShould we build HTML5, Augmented Reality,
Tablet apps or NFC?
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The Gartner Hype Cycle
http://www.gartner.com/technology/research/methodologies/hype-cycle
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QR Codes in the Hype Cycle
http://2d-code.co.uk/qr-code-hype
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The Mobile Maturity Model
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The Mobile Maturity Model
Where You At?
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Forresters P.O.S.T. Methodology
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Applying the P.O.S.T. Methodology
People
Objectives
Strategy
Technology
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/
http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/ -
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People O. S. T.Examine your customers mobile behaviors
Identify Text MessagingCampaigns demographics by Carrier & Area Code
Leverage Web AnalyticsView phone types
Average length of interactions
Measure participation in technologies2D / QR / Action Codes
NFC Mobile Payments(e.g. Google Wallet, PayPal)
Quantitative
Consumer Research Interviews
Online Surveys
Qualitative
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People O. S. T.At Blue Cross and Blue Shield of IL, TX, OK & NM
Mobile Analytics Consolidated Dashboard
Unifying eIVR, SMS, QR, MS Tag, Web & Apps
Integrating with consumer intelligence datawarehouse
Tying in mobile engagements with member data
Quantitative
Usercentric customer testing
Foresee Online & Mobile Surveys
Feedback from iTunes and Android MarketplaceQualitative
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P. Objectives. S.T.Define what are you trying to achieve
Areyoutrying to:
IncreasingSales
Revenue
DecreasingCosts
Whatkindofcosts?(Fixed, Variable)
Increasing Loyalty
Existing program tointegrate?
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P. Objectives. S.T.At Blue Cross and Blue Shield of IL, TX, OK & NM
We aretrying to:
Increasing SalesRevenue
Individual Retail (Directto Consumer Markets)
Decreasing Costs
Medical Cost Savings
Member Servicing CostSavings
IncreasingLoyalty
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P. O. Strategy T.Define the plan for your mobile application
Billing, customer service, IT legacy systems
What systems does yourapplication need to touch and
coordinate with?
Will you concentrate on reaching more people bysupporting more platforms, or on extending thefunctionality for the applications you have already built?
What is your distributionmodel?
How will you gather data frommobile users and use it to
benefit your business?
Who is responsible for that data?How will you measure those
benefits?
Ifits long-term, who will maintain the application?Is this a short-term promotionor a long-term commitment?
Is the application actually a product you can charge for, orwill you be delivering benefits to the rest of your business?
Whats your business model?
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P. O. Strategy T.At Blue Cross and Blue Shield of IL, TX, OK & NM
EnablepurchasethroughtheMobileDeviceIncreasing SalesRevenue
MedicalCost Savings
Integrate with Medical Management Groups IT Systems
Member Servicing Cost Savings
Determine most repetitive & expensive member costs
Decreasing Costs
IncentivesProgramsIntegrations
BlueExtrasPointsPrograms
IncreasingLoyalty
SocialMediaIntegrationEnable Advocacy
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P. O. S. TechnologyWhat types of mobile applications are you building?
Voice
Every phone supportscalling.
Text messaging
Nearly every phonesupports them.
Suited to the timely deliveryof perishable information,like eBay auctions; queryresponses, like stock quotes;and voting and sweepstakesentries.
Mobile sites
1 in 9 mobile customers saythey access the Webmonthly on their phones;
Expect this to grow to 39percent by 2014.
Reconfiguring your site torecognize and delivercontent for mobile phonesmakes sense, but its far
more than just shovingcontent around. Y
Identify which bits ofinformation are mostvaluable to mobile usersand design layouts, menus,and graphics to deliverthem quickly.
The emerging Webstandard HTML5 will make
mobile sites easier tocreate.
Apps
Since the iPhone came out,apps are all the rage.
Apps can get access tophone features like location,the camera, messaging, andlinks to other Web sites
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P. O. S. TechnologyAt Blue Cross and Blue Shield of IL, TX, OK & NM
Voice
Existingcustomerservice dial-ins
eIVRplatformintegration
EvaluatingSiri-likevoice search
Textmessaging
Enabled forcurrentmembers Medical,
Health &WellnessTips &Alerts
MemberServicingClaim
StatusAlerts & IDCards
Mobile sites
Doctor &HospitalFinder Site(e.g.http://m.BCBSIL.com)
Medical,Health &WellnessTips
Member
ServicingClaim StatusAlerts & IDCards viamWeb
Apps
Doctor &HospitalFinderiPhone &Android app(e.g.http://m.BCBSIL.com)
http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/http://m.bcbsil.com/ -
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In Summary
People Examine your customers mobile behaviors.
Objectives Determine how both you and your customers will benefit.
StrategyWhats the long-term plan for your mobile application?
Can you integrate your mobile experience with business operations?
Ops: Traditional Advertising, Loyalty Programs, Support, Sales, etc.
Tech What types of mobile applications are you building?
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/
Join us PM Marketing Track to learn more about
Mobile Marketing Strategy! -@davidshuip
http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/ -
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Questions?
@DavidShuIp
http://BrandMobileMarketing.BlogSpot.com