Building  a  successful  enterprise  mobility  strategy

The   disrup+ve   nature   of   mobile   in   the   enterprise   has   le5  many   organiza+ons   scrambling   to   come   up   with   both   a  business  and  technical  mobile  strategy  and  roadmap.  And  let’s  face  it,  mobile  isn’t  going  away.  Gartner  has  predicted  that  by  2015,  70%  of  your  customer  interac+ons  will  originate  from  a  mobile  device.  And  whether   this   is   completely   accurate  or   a  liFle   bit   overstated,   direc+onally   it   is   an   important   sta+s+c  that  seems  to  be  playing  out  in  the  marketplace.  It’s   not   only   your   customers   who   are   interac+ng  more   with  mobile.   So   are   your   employees,   partners,   distributers,  suppliers,   sales   teams,   etc.   Figuring   out   how   to   address   the  mobile   needs   of   all   of   these   cons+tuents   is   becoming  essen+al.  An  Enterprise  Mobile   Strategy  needs   to   look  at   these   facets,  not   only   for   today’s   challenges,   but   also   with   a   vision   for  mobile  usage  in  the  future.

“More   than   70%  of   your   customer  interac;ons   will  originate   from   a  mobile  device”    !Gartner

The  above   illustra+on  will  depict  various  components   that  cons+tute  a  successful  mobility   strategy   for   the   enterprise.   Ensuring   your   Enterprise   Mobile   Strategy  includes   the   right   components   and   discussion   topics   is   one   thing,   but   the   team  responsible   for   implemen+ng   this   strategy   will   be   faced   with   tough   decisions.  Organiza+ons   are   "living   bodies",  with   a   lot   of   personal   aspira+ons,   poli+cs,   and  history  thrown  into  the  mix  that  can  derail  the  best  intended  strategies.

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Here  are  the  top  6  mistakes  organiza+ons  make  when  implemen+ng  an  Enterprise  Mobile  Strategy:  !Thinking  an  App  Is  a  Strategy  !Just  because  you  have  one  app,  doesn’t  mean  you  have  a  strategy.  Some  companies  s+ll  see  mobile  as  a  check  the  box  and  move  on  kind  of  technology.  If  your  company  is  thinking  this  way,  you  are  missing   the  point   (and  the  power)  of  mobile.   It  may  be  +me  to   take  a  step   back   and   think   about   how   mobile   fits   into   your   overall   company   strategy.   It   is  important   to   define   what   you   are   trying   to   achieve   with   mobile.   Is   it   use   mobile   to  increase   revenue,   shorten   sales   cycles,   improve   the   customer   experience,   make   your  employees  more  produc+ve?  Could  be  all  of  the  above.  That’s  a  good  thing.  !Defining   your  mobile   vision   and   business   drivers   will   lead   you   and   your   team   to  many  innova+ve  app   ideas.   It’s  great  when  this  happens,  when  the  mobile   juices  start  flowing  and  the  flood  gates  open.  It  is  at  this  point  where  it  is  especially  cri+cal  to  have  a  strategy.  You  need   to  be   able   to   know   if   the   ideas   that   are  being   generated   are   good  ones.  And  when  10,  or  50  more  ideas  are  generated,  to  have  a  way  to  priori+ze  them.  Which  ones  fit  into  your  mobile  strategy  and  roadmap?  Which  apps  should  be  developed?  In  what  order?  For  what  devices?  !Approaching  Mobile  as  a  Bolt  On  !It's   important   to   recognize   that  mobile   devices   are   not   just   "another   screen"   to   deliver  your  current  desktop  applica+ons  and  processes.  The  projects  under  considera+on  in  your  mobile  strategy  should  not  just  cons+tute  small  extensions  or  bolt  on  projects  for  exis+ng  applica+ons,   but   as   an   opportunity   to   build   the   founda+on   for   the   next   wave   of   IT  solu+ons  for  your  business  teams.  Avoid  developing  for  "another  screen”.  !If  the  business  benefit  of  the  mobile  applica+on  solely  comes  down  to  +me  savings,  you  may  want   to   look  more   closely   at   the   problem   you're   trying   to   solve.  Mobile   apps   are  expected  to  be  easy  to  use,  and  this  expecta+on  can  create  challenges  if  the  approach  is  focused   on   extending   complicated   enterprise   systems   onto   the   small   screen   size   of   a  mobile  device.  !One-­‐Off  App  Development  !As   the   trend  con+nues   to  beyond  consumer   facing  apps,  many  organiza+ons  have  been  focused  on  crea+ng   internal   company  apps.  Examples   include  apps   for  employees,   apps  used  in  the  consulta+ve  sales  processes,  as  well  as  apps  for  partners  and  resellers.  In  some  cases,   there   has   been   an   irra+onal   rush   to   build   apps;   both   by   IT   to   support   business  demands  as  well  as  by  “cowboys”  within  business  groups.Every  idea  that  has  an  app  as  the  final   result   has   somehow  become  a   good   idea.It   seems   as   though   the   typical   ques+ons  that  are  considered  part  of  the  jus+fica+on  to  proceed  with  an  idea  have  been  thrown  out  of  the  window.  

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This  has  resulted  in  what  we  can  best  describe  as  the  Wild  West  of  App  Development.  For  companies  that  have  started  down  this  path,  we  recommend  taking  a  step  back  and  crea+ng  a  demand  priori+za+on  process,  building  an  organiza+on  wide  app   roadmap,  and  crea+ng  a  mobile  competency  center  to  avoid  disjointed  app  crea+on.  !Building  Apps  that  Don’t  Align  with  Company  Strategy  !The   majority   of   apps   being   built   by   enterprises   today   are   primarily   built   around  "extending   the   enterprise".   Organiza+ons   are   using   3rd   party   Apps,   or   building   Apps  that   extend   their   current   Enterprise   applica+ons   and   processes   to   mobile   devices.  Examples   include   a   new  mobile   interface   to   a   corporate   CRM   system,   access   to   their  corporate  BI  program,  a  mobile  capable  web-­‐based  front  end  to  ERP,  or  a  custom  App  to  approve  mortgages.  Of  course,  these  Apps  have  value.  Having  access  to  corporate  data  on   the   road   or   away   from   the   PC   is   what   this   revolu+on   is   all   about,   but   is   there  something  more?  Can  we  think  beyond  "mobile  access"  and  use  these  devices  to  have  a  greater   impact   on   employees,   partners,   and   customers?   Mobile   will   become   truly  valuable   when   companies   build   apps   that   have   a   direct   impact   on   business   metrics.  These   Apps   can   drive   behavior,   so   when   discussing   a   roadmap   of  mobile   Apps   for   a  business,   the   answer   is   to   step   back   and   talk   about   the   behavior   and   expected  outcomes  we're  trying  to  establish.  !Thinking  MDM  Is  a  Silver  Bullet  !With  the  prolifera+on  of  employee  owned  mobile  devices,   IT  departments  are   looking  for  ways  to  mi+gate  the  risk  of  corporate  data  being  exposed  on  devices  outside  of  the  typical  scope  of   IT  control.   In  some  ways  this   is  not  a  new  scenario  for   IT.  However,   in  the  past,  the  prevalent  use  cases  on  these  types  of  personal  devices  were  limited  to  the  ability   to   connect   to   corporate   email.   Most   enterprise   email   plahorms   offered   some  capability  to  remotely  manage  the  data  on  the  mobile  device  -­‐  or  at   least  remove  this  data   remotely.   Thus   there   was   limited   risk   associated   with   data   loss   and   IT   was  comfortable  suppor+ng  this  scenario.  !With  the  explosive  growth  of  personal  smartphones  over   the  past   few  years  and  with  users  demanding  deeper  access   into   corporate  data,   IT   teams  are  now  dealing  with  a  more  disrup+ve  change.  IT  saw  BYOD  as  a  loss  of  control  from  the  tradi+onal  models  of  governance   and   control   but   is   star+ng   to   see   BYOD   as   a   cost   saving   opportunity.  Associated  with  this  change  in  mindset  is  an  understandable  desire  to  have  some  level  of  control.  In  the  minds  of  most  IT  departments  this  essen+al  level  of  control  comes  by  way  of  acquiring  a  Mobile  Device  Management  (MDM)  solu+on.  !

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The   typical   adop+on   associated   with  MDM   starts   with   the   iden+fica+on   of   a  MDM  plahorm,  establishing  the  plahorm;   in-­‐house  or   in  a  SaaS  model,   launching  a  pilot   to  manage   a   subset   of   corporate   and   employee   devices,   with   hopes   to   grow   it   into   a  discipline  under   IT.  We  have   seen  most  MDM   ini+a+ves   struggle   to  achieve  maturity  beyond   this   point.   This   is   the   point   of   realiza+on   that   the   MDM   solu+on   is   only   a  component  of  the  BYOD  puzzle  (and  of  the  broader  mobile  strategy)  and  a  lot  more  is  needed   to   be   effec+ve   in   deploying   a   BYOD   plahorm.   Hence   the   appropriate   yet  clichéd  “silver  bullet”  mistake.    !Not  Focusing  on  Innova;ve  Use  Cases  !Once  the  “table  stakes”  consumer  app  has  been  released,  and  the  necessary  BYOD  /  MDM   /   Security   conversa+ons   have   taken   place   (and   ini+al   processes   and   controls  have   been   designed)   companies   are   ready   to   talk   apps   for   the   enterprise.   So,   what  makes  a  good  candidate  for  a  mobile  app?  The  biggest  bang  for  your  mobile  buck  will  be   realized  when  you   start   thinking  about  what   scenarios   you   can  enhance  by  using  mobile  to  make  it  easy  for  your  employees  to  do  their  jobs  and  make  it  easy  for  your  customers  to  purchase  your  wares.  Sounds  great!  But  how  do  you  iden+fy  these  types  of   scenarios?   Start   by   iden+fying   the   key   actors,   both   internal   and   external,   to   the  organiza+on.   These   actors   o5en   include:   customers,   suppliers,   sales   team  members,  field   service,   technicians,   etc.   Some  of   the   best  mobile   scenarios  will   come   from   an  examina+on  of  a  "day  in  the  life"  of  the  key  actors.  When  examining  a  day  in  the  life,  be  on  the  lookout  for  mobile  app  candidates  that  require  mul+ple  systems  for  the  user  to   achieve   their   goals,   look   for   complicated   process   flows   that   are   imposed   by  enterprise   systems,   and   cases  where   your   end   users   have   limited   access   to   desktop  technology  at  cri+cal  points  in  their  daily  rou+ne.  !Avoiding   these  mistakes   combined  with   a   structured  methodology   and   process,   will  help  create   sustainable  and  profitable  mobile   strategies   that   separate   the  hype   from  reality,  and  ensure  that  each  project  is  on  a  path  towards  a  future  vision  for  a  mobile  enterprise.  

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