Enterprise Mobile Operations 2012 Get R Done

@DavidShuIp http://BrandMobileMarketing.BlogSpot.com

Quick Poll

Who's in the audience today?

Developers UX & Designers Brand Managers Agencies & Media Buyers VC & Angel Investors Ninjas

Quick Poll

How long have you been working in mobile? 10+ Years 5-10 Years 1-5 Years < 1 Year Looking to get into Mobile

Agenda

Whatchu talkin bout Willis?

Mobile Operations Defined

Where You At?

The Mobile Maturity Model

Doh!
The Mobile Hype Cycle

Git R Done
Forresters P.O.S.T. Method

Whatchu talkin bout Willis?

Mobile Operations Defined

Mobile Operations [moh-buhl, op-uh-rey-shuhns]

Operations is NOT Marketing Operations:

Creating a microsite vs.
enabling m-Commerce.

Integrate with Enterprise

Strategy

Marketing is enhanced
when operations is engaged.

Mobile Operating Model Consumer Intelligence Product Development Enabling Marketing

Promotions
Advertising Public Relations Sponsorships CRM programs
6

The Mobile Hype Cycle

Why all the hype?

Source: http://mashable.com/2010/04/13/mobile-web-stats/
8

What Ive heard over the years

In 1999 We need to build a website

In 2006 We must have a text messaging
shortcode

In 2007 Build me a mobile web page

In 2010 My brand needs an iPhone App ASAP

In 2011 Where are our QR code campaigns?

NowShould we build HTML5, Augmented Reality,
Tablet apps or NFC?
9

The Gartner Hype Cycle

http://www.gartner.com/technology/research/methodologies/hype-cycle

QR Codes in the Hype Cycle

http://2d-code.co.uk/qr-code-hype

The Mobile Maturity Model

The Mobile Maturity Model Where You At?

13

Forresters P.O.S.T. Methodology

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/

People O. S. T.
Examine your customers mobile behaviors

Identify Text Messaging

Campaigns demographics by Carrier & Area Code

Leverage Web Analytics

Quantitative

View phone types Average length of interactions

Measure participation in technologies

2D / QR / Action Codes NFC Mobile Payments(e.g. Google Wallet, PayPal)

Qualitative

Consumer Research Interviews Online Surveys

People O. S. T.
At Blue Cross and Blue Shield of IL, TX, OK & NM

Quantitative

Mobile Analytics Consolidated Dashboard Unifying eIVR, SMS, QR, MS Tag, Web & Apps Integrating with consumer intelligence data warehouse Tying in mobile engagements with member data

Qualitative

Usercentric customer testing Foresee Online & Mobile Surveys Feedback from iTunes and Android Marketplace

P. Objectives. S.T.
Define what are you trying to achieve

Are you trying to:

Increasing Sales Revenue

Decreasing Costs
What kind of costs? (Fixed, Variable)

Increasing Loyalty
Existing program to integrate?

P. Objectives. S.T.
At Blue Cross and Blue Shield of IL, TX, OK & NM

We are trying to:

Increasing Sales Revenue
Individual Retail (Direct to Consumer Markets)

Decreasing Costs
Medical Cost Savings Member Servicing Cost Savings

Increasing Loyalty

P. O. Strategy T.
Define the plan for your mobile application
What systems does your application need to touch and coordinate with? What is your distribution model? How will you gather data from mobile users and use it to benefit your business? How will you measure those benefits? Is this a short-term promotion or a long-term commitment? Whats your business model? Who is responsible for that data?

Billing, customer service, IT legacy systems Will you concentrate on reaching more people by supporting more platforms, or on extending the functionality for the applications you have already built?

If its long-term, who will maintain the application? Is the application actually a product you can charge for, or will you be delivering benefits to the rest of your business?

P. O. Strategy T.
At Blue Cross and Blue Shield of IL, TX, OK & NM

Increasing Sales Revenue

Enable purchase through the Mobile Device

Decreasing Costs
Increasing Loyalty Enable Advocacy

Medical Cost Savings Integrate with Medical Management Groups IT Systems Member Servicing Cost Savings Determine most repetitive & expensive member costs

Incentives Programs Integrations Blue Extras Points Programs

Social Media Integration

P. O. S. Technology
What types of mobile applications are you building?
Voice Every phone supports calling. Text messaging Nearly every phone supports them. Suited to the timely delivery of perishable information, like eBay auctions; query responses, like stock quotes; and voting and sweepstakes entries. Mobile sites 1 in 9 mobile customers say they access the Web monthly on their phones; Expect this to grow to 39 percent by 2014. Reconfiguring your site to recognize and deliver content for mobile phones makes sense, but its far more than just shoving content around. Y Identify which bits of information are most valuable to mobile users and design layouts, menus, and graphics to deliver them quickly. The emerging Web standard HTML5 will make mobile sites easier to create. Apps Since the iPhone came out, apps are all the rage. Apps can get access to phone features like location, the camera, messaging, and links to other Web sites

P. O. S. Technology
At Blue Cross and Blue Shield of IL, TX, OK & NM Voice Existing customer service dialins eIVR platform integration Evaluating Siri-like voice search Text messaging Enabled for current members Medical, Health & Wellness Tips & Alerts Member Servicing Claim Status Alerts & ID Cards Mobile sites Doctor & Hospital Finder Site (e.g. http://m.BCB SIL.com) Medical, Health & Wellness Tips Member Servicing Claim Status Alerts & ID Cards via mWeb Apps Doctor & Hospital Finder iPhone & Android app (e.g. http://m.BCB SIL.com)

In Summary
People

Examine your customers mobile behaviors.

Objectives

Determine how both you and your customers will benefit. Whats 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.

Strategy

Tech

What types of mobile applications are you building?

Join us PM Marketing Track to learn more about Mobile Marketing Strategy! -@davidshuip
Source: http://gigaom.com/2010/09/26/excerpt-use-the-post-method-to-plan-your-mobile-strategy/

Questions?

@DavidShuIp http://BrandMobileMarketing.BlogSpot.com