August 8th, 2014

Mobile strategy framework for 2015 and beyond

So far this year, we have seen incredible growth of mobile usage worldwide and this is on course to continue in 2015.

  • The majority of visits to websites already come from mobile according to Business Insider
  • Almost $87B, or 30%, of all e-commerce is expected to derive from mobile, and that’s taking into consideration this year alone as noted by Forbes.
  • The majority of traffic to social media already comes from mobile. 1.07 billion or 81% of monthly Facebook traffic from active users came from a mobile device as of the end of June, 2014.
  • Mobile payments have now reached mass market. For example, Starbucks now has 12 million active monthly mobile users in Canada and the US, with a total of six million transactions per week as mentioned in Adweek.
  • There will be more local searches made on smartphones than on PCs in the US, as said by the Kelsey Group
  • 2015 is predicted as being a big year for wearables. Apple alone is predicted to ship 32-58M iWatch units based on previous user penetration of previous launches as noted in Fortune.
  • By 2015, the mobile workforce is likely to surpass 1.3 billion, or more than one third of the worldwide workforce according to Business News Daily.

With over one third of the worldwide workforce embracing mobile, whether you are responsible for product development, IT/Enterprise solutions or marketing and sales, it is clear that mobile services will have a huge impact in enterprise and across the board in 2015, so be prepared. Here’s your 9-step process to draw out your plan for increased productivity in 2015!

1. Plan early

Make sure you begin early and base your plan on priorities, insights, facts and research on how your staff works and what their requirements are. It may take a little longer but the benefits to business will be much higher in the long-term.

2.  Research and gather data

  • Compare your performance against competitors, top performers  in your and adjacent industries
  • Analyze user behavior based on published reports and any stats you have
  • Ask your workforce what their requirements and preferences are
  • Carry out a user touch point analysis
  • Evaluate your current activities and see what you can improve through the use of mobile

3. Make a wish list

Make a list of all the activities you would like to carry out if there were no limitations.

  • New app and mobile web services to improve productivity
  • Improvements to existing services
  • Mobile use cases devised upon User Touch Point Analysis
  • Inviting partners, suppliers and the workforce to present ideas
  • Align your plans with business plans from other departments (Marketing, Product development, etc) where applicable
  • Innovation projects

 4. Prioritize

Set priorities in your wish list based on the key factors of importance.

  • Complexity
  • Ballpark cost
  • The effect it will have on productivity

Give each factor a score from 1 to 5 for a balanced result

 5.  Test the top-scoring services and concepts

Work on a write-up with a sketch or mock-up to test with your workforce. Use the user panel testing tools you have available or simply do a survey using online tools eg. Survey Monkey. Make sure you test a sample of use cases from the complete list as benchmarks. Refine the winning concepts and retest until you have clear results.

 6. Devise your enterprise mobility roadmap

Devise your roadmap for 2015 with the achievements and concepts you have identified through prioritization, budget availability and user testing. Remember to also include a plan for ongoing maintenance and updates based on renewed insights, feedback from the workforce, OS and device updates, as well as unforeseen issues which may arise.

 7. Set objectives/ KPI

Set KPIS and SMART goals for the plan including:

  • Workforce engagement
  • Productivity/ sales

8. Execute the plan

Drawing up the plan is only the start, so once you have an approved plan:

  • Brief your IT and marketing teams, suppliers and partners for Q1 and Q2 (where applicable)
  • Ensure that prototype testing and user testing in the timing plans

9. Internal marketing

Make sure the workforce is fully informed and trained to use the mobile solution so productivity can be increased from the get-go:

  • Internal training
  • Internal promotion
  • Clear benefits to user

We are always here to help, so if you want more insights or see our presentation on how to gain increased productivity using mobile in 2015, please contact our team.

–  Magnus Jern, President of Mobile Application Solutions

 

 

Tags: Customer Experience Definition Ideation & Innovation Strategy Mobility Strategy Product/Service Visioning & Strategy Technology & Mobile Platform Strategy

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