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Building a global mobile framework

The Challenge

Anheuser-Busch InBev is the biggest beverage company in the world, with 200 brands in 40+ countries. The company produced close to 100 mobile apps from 2009 – 2011 across all its brands and markets, using different agencies, tools, reporting, registration and more for each app. In 2012, the aim was to consolidate mobile app strategy by establishing a global framework that would bring consistency to reporting, CRM, age gates, registration, content management, social and commerce, while also reducing cost and time to market. After conducting an RFP process with agencies across Europe and North America, Anheuser-Busch InBev selected us as its partner for building a global framework. During 2013, the company also decided to transition to a mobile-first corporation.

Our Insight

To address this challenge, we devised a global mobile framework consisting of reusable components, best practices and a central documentation hub for everything mobile.

REUSABLE COMPONENTS

The re-usable components we created included common functionality such as age gates, reporting/analytics, CRM, social, content management, customer feedback, venue databases, push notifications, streaming, offer management and more.

MIDDLEWARE MANAGEMENT

Middleware management uses third-party integration points for CRM, social media, databases and more. This enables backend update management for third-party API updates, leaving front-end apps untouched. As part of the framework, we devised support and maintenance for backend and middleware hosting, API maintenance, second line support and proactive new iOS version and device testing.

GUIDELINES FOR BEST PRACTICES

We developed a guide for best practices that included tips and tricks for social login and sharing, market-specific social network partners (for example, in Russia, China and Brazil), messaging, opt-in and opt-out management, privacy, augmented reality, venue finder and mobile commerce. A web-based information hub served as a central resource for brand managers, IT professionals and agencies.

ADVISORY SERVICES

We advised Anheuser-Busch InBev on global mobile app execution process creation and best practices, including client workshops and training sessions. In addition, we provided R&D services and helped guide external agencies in need of mobile expertise.

Results

We delivered 30+ new applications for Anheuser-Busch InBev, which gained over three million active users across four continents. We also helped reduce costs and decrease time to market. Now, reporting has been standardized across all of the company’s apps, and customer opt-in data is being aggregated in a central database. In addition to building and implementing a variety of apps for Anheuser-Busch InBev, we also helped train the company’s workforce for a higher level of mobile competency throughout the organization, with education in high-level process and best practices.

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