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Viewpoint

Mobilitynew

ways to interactEngage with customers, employees, and partners in creative ways


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Viewpoint | Mobilitynew ways to interact

Mobility is not about a mobile device. Its really not even abouttechnology. Mobility is about a new interaction modelachange in the way people of the new millennium interact withother people of their generation.

Interact through engagement

Mobility, and being connected, is simply a way of life for anyone born in the new millennium. As

these people enter our workforce and become tomorrows consumers, we must begin to create

new ways to engage them as our customers, employees, and business partners.

Perhaps the most relevant question is: As consumers, why are we so powerful when it comes to

our mobile applications (apps)? And yet, as employees, why are apps so lacking?

The availability of mobile apps for consumers to interact with their peers and perform tasks in

their daily lives has set a high expectation that organizations need to aspire to.

Enterprise CIOs must begin planning for new systems of engagementthat take advantage of

mobile technologyto create a new user experience that is more personalized and targeted to

individual users needs. When properly understood, mobility focuses on helping real people do

real jobs in the real world.

Fundamentally though, its a business, not technology, challenge. As we move toward planning

for these new systems, business executives sometimes struggle to justify mobility from a

business perspective. Yet all too often, tech-centric arguments prevail: Is mobility about devices

or applications? Should development be HTML5 or native? Is containerization the right path?

A more helpful view takes a logical approach that focuses clearly on tangible business outcomes.

In fact, mobility can and does enable organizations to address very specic challengesfrom

growing market share and opening new revenue streams; to leveraging context-aware

experiences that increase prots and accelerate eciencies and speed-to-market; and fostering

more intimate customer relationships. Yet, to tackle these problems and realize opportunities,

it may help to rst understand more clearly the true value of enterprise mobility.

In truth, mobility is not appropriate for every transaction, and there is little value to a mobile

app that is not used. For example, a mobile app for completing a U.S. 1040 tax form would nd

few takers. And rightly so. Each and every potential mobile app should be assessed based on its

business value, mobile readiness, complexity, and ability to connect organizations, brands, and

people. A mobility strategy should be judged by its adoption curve.

To fully realize the potential for users in the workplace, mobilizing applications is not really

the issue. The real challenge is how to bring access to data or mobilize transactions to solve

tangible business problems. This journey often requires transforming enterprise IT, where

previous-generation data management, security, and other systems are not exible or ecient

enough to handle this change.

Read on to examine why and how organizations can harness mobility to engage the world in

new and more eective ways.

Figure 1. Mobility is the new interactionmodel, and CIOs must plan for the se newsystems of engagement.


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Mobility and social media enable a digital transformation where organizations of all kinds now

have an opportunity to change how they engage the worldfrom consumers and customers to

employees, partners, and others across their value chain.

Have one-to-one interactions

When an enterprise leverages eective mobility, it moves away from the traditional one-

to-many engagement relationship, toward more personal and contextual one-to-oneinteractions. This means delivering the same level of digital experience that is ava ilable in

todays exciting new generation of consumer applications.

To reach that objective, however, enterprises must establish mobile initiatives correctly

and examine their enterprises from the outside in. An outside-in architectural perspective

ips the traditional evolution of IT, and begins the process of understanding and connecting

consumerscustomers, employees, and partners. This model orchestrates across this larger

range of constituencies, and is focused on the consumer instead of a single architecture.

This starts a transition toward the New Style of IT, and focuses on explicit sets of interactions

and how they evolve. To support this model, organizations need mobility systems capable of

delivering applications, content, and services that are reliable, scalable, and secure.

Most of all, eective enterprise mobility should focus on supporting a convenient, personalizedand satisfying user experience. It bears repeatingthe user experience should be the focal

point of any enterprise mobility initiative. In the business setting, the user experience consists

of aesthetics coupled with context, enabled by a process transformation, performance

improvements, and availability.

Satisfying those users is no simple feat, especially considering that consumer apps have set

the bar very high and users have little patience for mobile apps that dont measure up.

Delivering a highly satisfying, context-aware mobile user experience requires thinking beyond

the mobile device.

Think social, mobile, cloud, Big Data, security

To become an industry-leading, digitally enabled enterprise, you must think beyond the mobile

deviceto the New Style of ITand the convergence of social media platforms, mobile

platforms, cloud-enabled services, and actionable insight from Big Data analytics.

The digital enterprise can radically reshape an entire industry, creating a long-lasting

competitive advantage through transformation to new business models. Just think about the

music industrys transformationforever changed by digital media, mobile connectivity, and its

complete digital transformation.

We must think holistically about it in order to create personalized mobile user experiences,

with real-time data insights and cloud services based on context awareness of location, prole,

preference, sentiment, and history, for example.


Mobility enables a digital transformation

that can radically alter industries byimproving the way they interact withcustomers, employees, and partners.

Organizations must think beyond thedevice to a New Style of IT and theconvergence of social, mobile, cloud, BigData, with security.

Figure 2.Think the New Style of IT

MobileSocial Cloud Big Data Security


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And, of course, we must think very carefully about the security of our enterprise information and

customer interactions in light of signicant security breaches we are seeing in the world today.

Enable enterprise mobility

Enterprise mobility is a road paved in complexity. There are signicant IT challenges associated

with the very diverse range of devices, operating systems, browsers, and technologies. Getting

good advice and consulting, before you start this journey, is recommended.

IT Challenges: Device diversity, cost containment, speed to market, performance, security

We are coming from a world dominated by Windows and Internet Explorer, to a BYOD (bring

your own device) world with smartphones, tablets, and wearables, running Apple, Android,

Windows 8, and BlackBerry; and Safari, Chrome, Silk, and Firefox.

So the big question becomes: How do you contain costs in a BYOD world?

Balancing user demands and business needsfor speed to market of new mobile appswith

ITs need for quality, performance, and security across a diverse range of mobile devices raises

the issue of cost containment. How do we contain the cost to design, develop, and test mobile

apps that run on so many dierent form factors and operating systems?


Enabling enterprise mobility createsmany IT challenges when dealing with

device diversity: cost containment, speedto market, security, and performance.

Figure 3.Diverse range of mobile devices

Begin with a planThink about the bigger picture and implications of these important market

trends; you cannot think about mobility in isolation. Designing the right strategy for your business

needs and creating the roadmap you will use to implement your strategy are critical. And it will

save time, reduce risks, and help you achieve the value of enterprise mobility far quicker.

Design considerations

How much more time must be allocated to designing a great user experience?

What is the mobile use case, and how will the information be used?

What form factors will use the app, and will your design be responsive or adaptive to multiple

form factors?

Will your apps need to dynamically respond to dierent form factors?

What future devices should be considered? Wearable devices?

Development considerations

Should native mobile apps be developed to create the highest quality native experience?

How will you contain costs if you have to build native apps for multiple dierent devices?

Should your organization adopt a write-once, deploy-many approach?

Should you develop mobile web apps with a near-native experience?

How will mobile device features, such as GPS, camera, and accelerometer, be leveraged?

Should you invest in a cross-platform mobile app development solution?


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Testing considerations

How can you maintain quality when testing must be done on so many dierent devices?

Which devices should testing be done on?

Should you test on emulators or real devices?

How can your organization maintain the cost of testing in a BYOD world?

Should you be concerned about testing performance?

Do you need to validate mobile apps for security vulnerabilities?

Deployment considerations

How will users access the apps?

What happens with the data associated with the apps?

Do you need a unied app store for multiple, dierent types of apps?

How will users be authenticated?

How will apps be secured on the device?

Do you need a separate container for business and personal apps?

Identify your mobile opportunities

This mobile world opens up endless opportunities. Businesses can grow market share, create

new revenue streams, build customer intimacy, and increase prot margins by delivering

secure, seamless, context-aware experiences in a connected world. Capitalizing on these new

opportunities means knowing what information to provide to your customers, employees,

and partners through mobile devices. It means understanding your existing applications or

processes, and uncovering new ideas to maximize your benets in the new mobile world.

As CIOs plan for new systems of engagement, they must begin by identifying where the mobile

opportunities exist across the business. They must engage with line of business leaders to

identify which processes and applications will deliver the most value to the business if mobilized.

Identifybusiness value.

Assessmobile readiness.

Understandcomplexity.

Establishing a prioritized list of mobile opportunities enables the enterprise to move beyond

random acts of mobility with a mobile strategy and roadmap that aligns the mobile enterprise

architecture to business needs.

Create innovative mobile user experiences

Once mobile opportunities have been identied, its essential to create innovative mobile user

experiences that engage customers and make employees more productive. The use of mobile

ideation and design thinking workshops enables you to convert identied opportunities and

concepts into clickable prototypes that demonstrate business value to key stakeholders.


New systems of engagement beg in byidentifying mobile opportunities acrossthe business.

Mobile ideation converts opportunitiesand concepts into innovative mobileuser experiences.


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Simple and intuitive mobile apps are the result of understanding your users and using the science

of design to build engaging applications that are designed to t the form factors of mobile

devices. Its essential to adopt a user-centric design approach based on a deep understanding of

the user persona and user experiencethe context in which they operate. This method means

design is built on cognitive psychology principles, evidence from users, and usability best

practices, bringing meaningful business value to you and the users who make you successful.

What is user experience?

User experience is the interaction between a product and a usernot what it does or how it

looks. A successful user experience balances form and function within the context of what the

user is trying to accomplish; a superior user experience provides access to the right information

when users want it, and how they want it.


Figure 4. Gauge users experience

Is it easy to understand?

Does it add value?

Does it meet expectations?

Is it easy to use?

Is it enjoyable?Enjoyable

Usable

Useful

The goals should be to increase user adoption by designing engaging, responsive mobile

user experiences, and reduce application rework and defects through higher levels of user

understanding and involvement.

Convert customer interactions into revenue opportunities

The mobile device has emerged as a key channel for customer interactions in many industries.

They want a seamless, superior user experience through all available channels including mobile.

And those that deliver innovative omnichannel experiences can create growth by converting

customer interactions into revenue opportunities. Forward-looking enterprises are also learning

how to use actionable dataincluding social media, Big Data, sentiment analysis, business

intelligence, and other capabilitiesto foster more personalized and satisfying engagements.

Creating superior, seamless, context-aware mobile user experiences goes way beyond simply

personalizing an oer with a customer name. Steps must be taken to understand the prole and

preferences of individual customers and the context in which they are operating.

For example, a frequent yer and preferred business customer has booked a ight, hotel

accommodation, and rental car. In order to enhance brand loyalty with the customer, the

customer is upgraded on the selected rental vehicle to a brand new two-door sports car. But,

when the customer arrives to pick up the vehicle, the customer has a spouse and four children

for a family vacation. Unfortunately, the context under which the business customer was

traveling was misunderstood.

Innovative mobile user experiencescan convert customer interactions intorevenue opportunities.

NASCAR Fan and Media Engagement Center

Actionable consumer insight and engagement

As one of the worlds leading racing associations

found, mobility can be combined with social media,

analytics, and Big Data to realize major gains.

Working with HP, NASCAR leveraged data and

analytics to give its fans, sponsors, and the media

real-time interactions through digital, social, and

traditional print and broadcast media.

Advanced monitoring and measurement

technologies enabled the association to analyze

fan sentiment, identify emerging issues, and

provide faster and more eective communications.


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Being context-aware is critical to our customer interactions. By understanding information on

our customer location, prole, preference, sentiment, history, and other factors, we are able to

create a more personalized user experience in our mobile applications, and in doing so, increase

the number of interactions that lead to revenue opportunities.

Drive employee productivity with mobile apps

While customer engagement apps are creating revenue growth opportunities, employeecollaboration and productivity apps are delivering cost savings through greater eciencies in

business operations. Mobility strategies also go a long way toward improving user satisfaction.

A key part of executing a new BYOD interaction model is enabling owners of unmanaged

devices to have ready access to enterprise applications. This not only ensures they have the

tools they need, it greatly reduces the likelihood theyll download or install outside apps to

ll a specic purpose.

The key here is easy-but-secure access. By using cloud-based technologies, you can create

a single source for multiple types of applications and enable authentication for each user

via a single set of credentialsideally, the same domain credentials they use to access the

corporate network.

Unied app storeThis single user interfaceused to access and download all of corporate

resourcesshould include access to native, web, SaaS, and virtualized applications from any

supported mobile device. Storefront apps, chosen by the user, are then instantly available for use.

Container for native appsSeparate management of business apps and data, and personal

apps and data, can best be accomplished by wrapping the business apps so they reside in a

secure container on the device. Access to containerized apps requires authentication, using

the same credentials the user entered at the unied app store.

This lets your employees use their devices for personal and business activities. They can

send private and corporate email, and store and access personal and company information.

It enables secure le management to address le storage, synchronization, and sharing. You

may need to mix on-premises storage with secure cloud storage for compliance, geographic

proximity, or data sovereignty reasons.

And what about accessing intranet systems that dont require a mobile app? An integrated approachuses the cloud to combine services with a single administration interface rather than separate

solutions running on a separate infrastructure with independent access and control interfaces.

Secure intranet accessManaging access to intranet resources from mobile devices can be a

security issue for most IT departments. One solution is to manage access through a secure

browser that creates a micro-virtual private network (VPN) connection to your corporate intranet.

If the device is compromised, your IT team can selectively wipe the applications and data in

the business container, leaving personal applications and data in place on the device. Plus, a

full-service, enterprise mobility management program encompasses device and application

management, including conguration, security, inventory, applications, and infrastructure.

Two-factor authenticationThis enhanced security and access control uses a software

token for generating one-time passcodes that add an additional layer of security to credential-based authentication.

Untethering employees from the desk and giving them anywhere, anytime, secure access

to enterprise systems and data enables the enterprise to improve employee productivity.

Furthermore, eective mobile solutions create and deliver employee productivity apps to their

preferred mobile devices in a BYOD world.

Task-oriented mobile apps and secure intranet access enable employees to eciently access

and share data, collaborate with other employees, execute tasks, and capture results from

remote locations.


Efective mobile solutions create anddeliver employee productivity apps totheir preferred mobile devices.

City of Anaheim

Employee collaboration and situational

awareness

The City of Anaheim sought to improve the

eciency and performance of police and

re services by deploying a mobile

application to extend its emergency

operations center capabilities.

A modular and scalable mobile app lets

police and re, utility, inspection, and

management personnel log on to the

system directly from their smartphones.

By providing fast and reliable access to asituational-aware view of crucial citywide

emergency activities, alerts, and advisories,

this mobile application supports faster and

better emergency decisions.


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Use cross-platform mobile apps in a BYOD world

Enterprises that support a BYOD policy for employees, and are looking to engage with

customers on their preferred devices, should consider adopting a write-once, deploy-many

approach to developing mobile applications.

And while mobile web apps using HTML5/CSS3 standards can achieve the desired cross-

platform result with a near native quality user experience, its essential to also consider using

a commercial grade, cross-platform solution that delivers a hybrid native quality experience.

In either case, the goal is to improve the time to market of mobile applications by developing

and maintaining a single code set that will run on any device that a customer or employee

chooses to use. The right mobile application platform reduces the total economic impact of the

mobile solution, enabling the IT department to contain development and maintenance costs

across a range of mobile device platforms.

Developing cross-platform mobile applications, using an iterative and collaborative lifecycle

approach, enables speed to market and quality across a range of mobile devices.

Mobile apps tend to be smaller, more task-oriented, single-focus applications. As such, mobile apps

lend themselves very naturally to shorter development cycles and agile development methods.

Agile development methods deliver timely increments of mobile application functionality to userswith constant user involvement and feedback. With this approach, you can adapt to changing

business priorities, ensure stakeholder satisfaction, and ultimately increase the adoption rate.

Contain the cost of testing mobile apps

One of the biggest challenges facing the IT department is the diversity of mobile devices that

a mobile application is often required to run on. Users have high expectations for mobile apps

when it comes to:

Quality

Usability

Performance Security

But, how do you contain testing costs in a BYOD world?

A unied testing solution helps contain the cost to deliver secure, high-quality mobile apps to a

diverse range of devices. Adopting a script once, test many automation approach enables you

to test mobile apps on real mobile devicesrelease after release after release. Applying test

automation, to test mobile apps compatibility on real devices, enables you to contain testing

costs by cycling automated test cases across each device to ensure the application renders

correctly and functions appropriately on each device.

A unied testing solution enables you to test the end-to-end mobility system including the

functional quality of the mobile application on the device, and any services that the mobile app

may be connecting to. You can virtualize the service in order to simulate a response back fromthe service to test complete transactions and workows.

Applications remain the most vulnerable layer of the technology stack when it comes to enterprise

security and risk. Putting applications on mobile devices that are easily lost or stolen only

elevates the risk and makes security the number one challenge to enabling enterprise mobility.

There are several steps that can be taken across the mobile application development lifecycle

to identify and remediate the security risks in the mobile application layer. First, you should

conduct a comprehensive application threat analysis during the architecture and design phases

of a mobile app project. Understand the data you are dealing with in any mobile app transaction

its sensitivity, and any encryption requirementsat rest and in transit.


The right mobile application platformreduces the total economic impact of themobile solution.

Agile development methods delivertimely increments of mobile applicationfunctionality to users.

A unied testing solution helps containthe cost to deliver secure, high-qualitymobile apps to a diverse range of devices.


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Next, scan all code developed in order to identify security vulnerabilities that exist at the code

level and take actions to remediate the code and close the security holes. Then, when testing

the mobile app, penetration tests should be created that are specically designed to try to

exploit the mobile application.

Finally, as the application is deployed to production, continuously monitor the threats that occu

on a daily basis.

Secure mobile deployment and management

Provide your employees with an easy-to-use service for anytime, anywhere access to

applications and data from any mobile device, including BYOD scenarios. At the same time,

ensure IT can manage the right security policies and access controls to protect sensitive

enterprise data and applications. You need the important mobile management capabilities for

managing devices and their access, and you also need an enterprise application storefront to

enable you to better manage application access and le management to bring sync and store

capabilities to any device.

Drive business outcomes with enterprise mobility

The bar for mobile applications quality has been set high, based on todays consumer apps.

Users have neither the time nor patience to deal with poorly designed, poorly performing

mobile apps.

Those that create the right, high-quality mobile user experiencesin their customer

engagement and productivity appsstand to create a sustainable competitive advantage that

redenes their industry.

Increase revenueConvert a high percentage of customer interactions into sales and

revenue opportunities with personalized, context-aware mobile applications.

Improve eciencyRedesign your business processes and workows to take advantage of

mobile and collaboration capabilities.

Reduce costUntether your workers from their desktop and make their daily tasks and

activities more ecient. Improve business performanceIncrease revenues and reduce costs as you become a

digital enterprise.

Increase user satisfactionOer users the choices they want and the freedom to access the

information they need to be productive anytime, anywhere.


Deliver the desired business outcomehigh-quality mobile solutions thatenhance employee productivity andcustomer engagement.

Figure 5.Increase revenue, reduce time to market


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About the author

Paul Ashwood

Paul Ashwood is the worldwide product marketing leader for HP Mobile Applications Services.

He started his career with HP (formerly EDS) in Australia in 1985 in the Systems Engineering

Development Program, and has been involved in applications development, testing, and

integration throughout his 30-year career. Ashwood has helped deliver large, complex shop

oor systems and enterprise business systems for some of HPs largest clients in Australia and

the United States. He holds a bachelors degree in computing from Monash University in Australia.



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