mobile pharma: when 'go mobile' goes wrong - top 9 mistakes
DESCRIPTION
* Drawn from real-life examples, this session will explore strategy and technology pitfalls in mobile that pharma and life sciences companies must avoid * Scenarios will cover app development, design, governance and business strategy topics as they relate to both external and internal mobility initiativesTRANSCRIPT
© 2014 IBM Corporation1
When ‘Go Mobile’ Goes Wrong: Top 9 Mistakes in Mobile PharmaYonni Harif, Enterprise Mobility Executive, IBM
© 2014 IBM Corporation2
There are 7.1 billion people on the planet6 billion of them have access to mobile phones, only 3.5 billion of them use a toothbrush
© 2014 IBM Corporation3
Mobile Pharma App Use Cases
Patients+ Disease-specific (Diabetes, MS, Hemo, etc)+ Drug-specific (Flagship products, niche, etc)+ Self-diagnosis (GRACE for coronary, etc)+ Research (clinical trials, reports, etc)+ Wellness (schedules, exercise, nutrition, etc)+ Educational (tutorials, videos, etc)
Physicians/Clinics Research (reports, etc) Clinical trials (database, results, etc) Educational (tutorials, videos, etc) Disease-specific (Myeloma Resource, etc) Diagnosis (mobile imaging, etc)
Employees/Managers Sales force (mobile CRM, etc) Supply chain (floor-level, inventory mgmt, delivery, etc) HR / Financial (vacations, expenses, approvals, etc) Executive (KPIs, etc)
© 2014 IBM Corporation4
Snapshot of Mobile Pharma
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Snapshot of Mobile Pharma
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Why Should You Care?
Number of Apps branded by Pharma / Life Sciences Companies in app stores’ Health & Wellness or Medical Top 100? Hint: count them on one hand
Most apps have No Ratings in the app stores Most searches in app stores for company names or branded
products deliver 3rd party apps All three major Pharma target audiences (patients, physicians,
employees) are active mobile users on smartphones and tablets Whole industries are shifting because of mobile (.e.g Uber…
Airbnb…etc)
What is your company doing in mobile?
© 2014 IBM Corporation7 7
So, what are we doing wrong?
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1 Mobility is an Afterthought Extension of Online
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2 Patchwork Mobile Strategy and Disjointed Execution
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2 Patchwork Mobile Strategy and Disjointed Execution
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3 Prioritizing Users Away with OS / Device-specific Focus
L
© 2014 IBM Corporation12
3 Prioritizing Users Away with OS / Device-specific Focus
© 2014 IBM Corporation13
3 Prioritizing Users Away with OS / Device-specific Focus
Web-native continuumWeb-native continuum
• HTML5, JS, and CSS3 (full site or m.site)
• Quicker and cheaper way to mobile
• Sub-optimal experience
• HTML5, JS, and CSS
• Usually leverages Cordova
• Downloadable, app store presence, push capabilities
• Can use native APIs
• As previous• + more
responsive, available offline
• Web + native code
• Optimized user experience with native screens, controls, and navigation
• App fully adjusted to OS
• Some screens are multi-platform when makes sense
• App fully adjusted to OS
• Best attainable user experience
• Unique development effort per OS, costly to maintain
Hybrid
Pure web Pure native
Mobile web site
(browser
access)
Mobile web site
(browser
access)
Native shell
enclosing
external m.site
Native shell
enclosing
external m.site
Pre-packag
ed HTML5
resources
Pre-packag
ed HTML5
resources
HTML5 +
native UI
HTML5 +
native UI
Mostly native, some
HTML5 screens
Mostly native, some
HTML5 screens
Pure nativePure
native
© 2014 IBM Corporation14
• Reading content on a mobile device is two times harder than reading on a PC.• Desktop screen: 39.18% comprehension score
• Mobile screen: 18.93% comprehension score
• Smaller screen decreases comprehension.
• Users must move around the page or between pages more, using scrolling to refer to other parts
of the content instead of simply glancing at the text. Scrolling introduces 3 problems: • It takes more time, thus degrading memory.
• It diverts attention from the problem at hand to the secondary task of locating the required part of the page.
• It introduces the new problem of reacquiring the previous location on the page.
A Book Apart’s experience. Coincidentally, they happen to be the publishers of one of the most popular books on responsive design
4 Designing Online Experiences for Mobile Screens
© 2014 IBM Corporation15
4 Designing Online Experiences for Mobile Screens
© 2014 IBM Corporation16
5 Looking at Mobile only through a Development Lens
z
OperationsOperations
Back-end
Front-end
30% of the value and effort is visible (mobile UI)
70%
of the value and effort lies under the surface
Short time to market
Web? Hybrid? Native?
Teamwork
Industrialize dev
Integrate with SDLC
Ensuring continued support in a quick-
changing landscape
Track problems that affect UX
Manage and enforce app
versions
SecuritySecurity
Dataprotection
Push upgrades
Appsecurity
Userauthentication
User engagementUser engagement
Connect to back-end
Efficient and flexible
push notifications
Offline availability
B2E app distribution
Track and leverage location
© 2014 IBM Corporation17
6 Applying Online Security Tools to a Mobile Space
≠
© 2014 IBM Corporation18
6 Applying Online Security Tools to a Mobile Space
Security Intelligence
Enterprise Applicationsand Cloud Services
Identity, Fraud,and Data Protection
Content Security
Application Security
Transaction Security
Device Security
DATA
Personal and Consumer
Personal and Consumer Enterprise
Enterprise
Device Security Content Security Application Security Transaction Security
• Enroll, provision and configure devices, settings and mobile policy
• Fingerprint devices with a unique and persistent mobile device ID
• Remotely Locate, Lock and Wipe lost or stolen devices
• Enforce device security compliance: passcode, encryption, jailbreak / root detection
• Restrict copy, paste and share
• Integration with Connections, SharePoint, Box, Google Drive, Windows File Share
• Secure access to corporate mail, calendar and contacts
• Secure access to corporate intranet sites and network
Software Development Lifecycle
•Integrated Development Environment
•iOS / Android Static Scanning
Application Protection
•App Wrapping or SDK Container
•Hardening & Tamper ResistanceIBM Business Partner (Arxan)
•Run-time Risk DetectionMalware, Jailbreak / Root, Device ID, and Location
•Whitelist / Blacklist Applications
Access
•Mobile Access Management
•Identity Federation
•API Connectivity
Transactions
•Mobile Fraud Risk Detection
•Cross-channel Fraud Detection
•Browser Security / URL Filtering
•IP Velocity
•Mobile Malware
Security Intelligence
Advanced threat detection with greater visibility
© 2014 IBM Corporation19
7 Mobile Governance Extremes - Helicopter vs. Free-range Parent
Who owns the mobile apps in the organization? Is IT mandating mobile development standards? Is there an established security standard for mobility? Do developers have full control over development cycle? Who owns the corporate app store certificates and deployment? How is app usage tracked and analyzed?
or
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8 Apps Abandoned and Forgotten
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© 2014 IBM Corporation21
8 Apps Abandoned and Forgotten
© 2014 IBM Corporation22
8 Apps Abandoned and Forgotten
© 2014 IBM Corporation23
8 Apps Abandoned and Forgotten
© 2014 IBM Corporation24
9 Sitting on the Sidelines…
© 2014 IBM Corporation25
Top 9 Mistakes in Mobile Pharma
1. Mobility is an Afterthought Extension of Online
2. Patchwork Mobile Strategy and Disjointed Execution
3. Prioritizing Users Away with OS / Device-specific Focus
4. Designing Online Experiences for Mobile Screens
5. Looking at Mobile only through a Development Lens
6. Applying Online Security Tools to a Mobile Space
7. Mobile Governance Extremes - Helicopter vs. Free-range Parent
8. Apps Abandoned and Forgotten
9. Sitting on the Sidelines…
© 2014 IBM Corporation26
© 2014 IBM Corporation27
© IBM Corporation 2014. All rights reserved. References in this document to IBM products or services do not imply that IBM intends to make them available in every country.
Trademarks of International Business Machines Corporation in the United States, other countries, or both can be found on the World Wide Web at http://www.ibm.com/legal/copytrade.shtml.
Let’s talk mobile.
Yonni Harif
Enterprise Mobility Executive
646-696-8213
© 2014 IBM Corporation28
© 2014 IBM Corporation29
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