turning mobile apps into real business opportunity and success

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August 16, 2012 Jim Somers Chief Marketing & Strategy Officer © Copyright 2012 Antenna Software, Inc. All rights reserved. Proprietary and Confidential. Do not distribute. Turning Mobile Apps Into Real Business Opportunity & Success

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How do you define success for your enterprise applications? Research show only 25% of employee mobile projects and 22% of consumer ones are widely taken up by intended users.* Just because you build it – does not guarantee they will come. Just because you spend thousands of dollars on your enterprise apps does not mean you are guaranteed success. In these slides from a previously aired webinar learn: How to define App Success for both B2E and B2C apps How our customer CIO’s and CMO’s measure App Success How mobile apps can quantifiably transform your business (case study examples) How to gain control and visibility over your mobile strategy

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Page 1: Turning Mobile Apps Into Real Business Opportunity and Success

August 16, 2012Jim SomersChief Marketing & Strategy Officer

© Copyright 2012 Antenna Software, Inc. All rights reserved.Proprietary and Confidential. Do not

distribute.

Turning Mobile Apps Into Real Business Opportunity & Success

Page 2: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

WHAT WE’RE ABOUT

Mobile Business Acceleration• We help you turn the promise of mobile apps into business

profits.

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Page 3: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

I DON’T NEED TO TELL YOU

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Page 4: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

SETTING THE STAGE

“61% plan to enhance their mobility capability during the next 3 years.”Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12

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Page 5: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

YEAH, BABY!

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Page 6: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

FURTHERMORE …

“48% believe they will become leaders in their industries by adopting innovative mobility solutions.”Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12

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Page 7: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

CAN I GET AN ‘AMEN’?7

Page 8: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

BUT YET …

“Only 25% of employee mobile projects and 22% of consumer ones are widely taken up by their intended users.”

Source: Antenna Business Mobile Forecast, 2012

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Page 9: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

WHATCHU TALKIN BOUT, JIM?

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Page 10: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

IT’S NO “FIELD OF DREAMS”

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Just because you build it …

doesn’t necessarily mean they will come (and

stay).

Page 11: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

IT’S MORE LIKE …

If they like it …

… they will stay (for a little

while). 11

Page 12: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

APP COMPETITION IS GROWING

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• Mobile application user base growing at a 36% CAGR.

• Mobile application downloads growing at a 55% CAGR.

Page 13: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

APP USERS ARE DEMANDING …

“We want work apps that are as exciting as the consumers ones.”

“We want consumer apps that aren’t buggy, slow, and stale.”

“We want our apps to be extensions of us – not the device or the data!”

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Page 14: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

THE ‘LAST MILE’ IS CRITICAL

• The 2-ft between the device screen and the user

• If users don’t see the value, they’re moving on.

• They ask: How can this help me?

• No adoption = No success

• Competition only a flick away

The “last mile” of mobility

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Page 15: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

BUT …

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How do you know if your app is achieving its intended objective?

Page 16: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

“You can’t manage what you can’t measure.”

IT’S WIDELY KNOWN

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Page 17: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

BUT WHAT DO YOU MEASURE?

• # Downloads

• App Store Rating =

★★★★

• Competitor’s Rating = ★

• Pat on the back from boss

• Industry Awards

App Success Is Not About:

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• Higher revenues

• More productive employees

• More efficient processes

• Better brand image

• Happy customers

App Success IS About:

Page 18: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

HOW DO YOU MEASURE SUCCESS?

… It depends on which side of the table you

sit.

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BU- Grow the business

- Drive worker productivity

- Maintain happy customers

- Build brand awareness

CIOThrough technology:

- Improve process efficiency

- Drive business transformation

- Unlock business value

Page 19: Turning Mobile Apps Into Real Business Opportunity and Success

CMO• I need to drive topline

revenue and business performance

C-1• I need to “best” the

competition and better engage customers

C-2• I need a partner I can trust

and who understands my business

• I need someone quick & agile

CIO• I need to drive innovation

and enable business performance

C-1• I need control, and to know

that it is scalable, stable and secure

C-2• I need a technology that is

better than what I currently use

• It has to save me time/effort

Mobile Strategist

“Mobile Committee”

(Who wants what?)

Page 20: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

WHAT DO YOU SEE?

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HOW DO YOU MEASURE SUCCESS?

Page 21: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

IT’S MORE THAN JUST APPS

It’s About ‘Transforming Business’

addresses problems

static

a thing

add on

passive

tactical strategic

a vision

active

creates opportunity

always evolving

value add

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Page 22: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

Published May 6, 2012

TRANSFORMING THE RAILS

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“The old manual ticketing process — punching a hole in the ticket, putting it in a pouch and then sending it to a central location, where it is eventually scanned and entered into a database — was not very good at tracking passengers on board because of the delay between when the ticket was checked and when it was processed.”

Page 23: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

TRANSFORMING MANUFACTURING

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Eaton, a large manufacturing company sees a future where their entire sales and service function is done on tablets:

• Search, spec and sell over 200K hydraulic products via their iPads

• 1500+ pieces of product literature

• On demand content updates done weekly for latest info

• 3-D models for 360° view of parts

“We are seeing a lot of success at the early stage, we know there is ROI, just takes some time to analyze, document and report.”

• Eric R. Stager, Product Manager, Web and Mobile Apps

Page 24: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.24

LATHER, RINSE, REPEAT

Design

Build

Integrate

Publish

Run

Manage

Analyze

• Real-time analytics tells us what is working, and what is not.

• It closes the loop!

“Mobile Applications Lifecycle”

Page 25: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

THE IMPORTANCE OF ANALYTICS

“Analytics and testing capabilities are increasingly important, not only for B2C requirements … but also in B2E ...”Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12

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Page 26: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

SMALLER WINDOW, BETTER VISIBILITY

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Operations Insights

Supply Chain Insights

Marketing Insights

Employee Insights

Sales Insights

Point-of-Sale Insights

Customer Insights

Brand Insights

Business Insights

Page 27: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

1. It’s ultimately about improving the customer experience

2. It’s about differentiating based on service

3. It’s about looking at your business through the eyes of the customer

4. It’s about identifying “blind spots” of opportunity in the business

5. It’s about using mobile to mine more value from current channels

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PARTING THOUGHTS

Page 28: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2012 Antenna Software, Inc. All rights reserved.

ABOUT US

Background

• Headquartered in Jersey City, NJ

• Offices in Boston, Toronto, Guildford, Krakow, Bangalore, Seoul & Hong Kong

What We Do

• Antenna Deploys Happiness

• Mobile internet and apps specialist

• Broadest portfolio of employee-facing and customer- facing mobile apps

• Powered by AMP - a best-in-class mobile enterprise application platform (MEAP)

How We Do It AMPchroma™

• The industry’s first cloud platform for managing the entire mobile lifecycle.

• It turns the promise of mobile into profits.

Who We Do It For

• 75 Global 1000 clients

• Coca-Cola, Hallmark, Home Depot, HSBC, J&J, Merck, NASA, Telenor, Wal-Mart and Xerox

Investors • North Bridge, Polaris, Commonwealth and Investor Growth Capital

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Page 29: Turning Mobile Apps Into Real Business Opportunity and Success

© Copyright 2011 Antenna Software, Inc. All rights reserved.

Thank You