CASE
SUMMARY
This case is about go to mobile technology.
The case shows its customers new way that mobility can streamline operations,
reduce costs, increase works productivity and enable power of real-time
response.
- · Decker Outdoor Corporation is the parent company of brands such as UGG Australia, Teva and Simple Shoes.
- · USAA is Financial Services company serving members of US military and their families.
- · Ryland Homes is a home builder at US.
Mobile technology
is a business models and activities which are based mobile technology where
firms need to designed and develop software applications for mobile
environments. Customer expect and demand to be able to use a mobile device of
their choice to obtain information or perform a transaction anywhere at any
time.
By 2015,
there will be one mobile device for every person on earth. More people will use
their mobile than PCs to go online. If company wants to stay connected to its
customers, it needs some sort of mobile presence. Developing mobile apps or a
mobile web site has some special challenges. Mobile apps is different from that
on PC. There are special features on mobile devices such as location-based
services that give firms potential to interact with customers in meaningful
way. Firms need to be able to take advantage of those features while delivering
an experience that is appropriate to a small screen.
PROBLEM OF STATEMENT
1. What management, organization and
technology issues need to be addressed when building mobile application?
2. How does user requirement definition
for mobile application differ from that in traditional system analysis?
3. Describe the business process
changed by USAA’s mobile application were deployed.
SWOT ANALYSIS
Strengths
- - Most personal marketing channel available on the market
- - Measurable for ROI purposes
- - Completely permission-based, with opt-in required for marketing text messages
- - Ubiquity of channel - 260 million mobile subscribers nationwide, 3.5 billion worldwide
- - Many consumers giving up landlines for mobile
- - Sales of smartphones with Internet capability booming
- - Many marketers, retailers and publishers recognizing need for mobile presence
- - Most powerful loyalty marketing tool
- - Ideal comparison-shopping tool for shopping and buying decisions
- - Mobile applications market growing by leaps and bounds
- - The future of couponing
- - The future of search marketing. Google and Yahoo know that
Weaknesses
- - Perception problem - always the bridesmaid, never the bride
- - User experience with the Internet on mobile not ideal - screen size, keypad and slow network speeds
- - Why not regular HTML browsers like the Safari on the Apple iPhone?
- - Wireless carriers not innovating at faster pace
- - Lack of standards across platforms and carriers
- - Many mobile marketing service providers not sophisticated in marketing outreach - don't tell, won't sell
- - Fate depends on four major carriers - AT&T, Verizon Wireless, T-Mobile and Sprint Nextel
- - Inadequate outreach to advertising agencies and media buyers
Opportunities
- - Gives legs to other channels - store, online, television, radio, print and billboards
- - Mobile is the future - no, the present - of database marketing. Marketers must have mobile loyalty program to complement online and offline
- - Benefit from marketing dollars pulled from television, print and radio toward more measurable, ROI-driven media, a.k.a., the Internet and mobile
- - Mobile advertising subsidizes content and services for consumers who understand the tradeoff
- - More SMS text marketing for marketers and retailers targeting offers and alerts to opted-in consumers in database. Make the short code common
- - More quality content on mobile as publishers launch mobile editions. More room for targeted ads
- - Mobile coupons - killer app for mobile, along with mobile database marketing
- - Mobile marketing jumpstarts mobile commerce sales
THREATS
- - Integrity: It may be difficult to maintain the integrity of a database if it is too complex or changes too quickly.
- - Open source software: If companies are inclined, they can put their open source applications on hardware that performs better and costs less than SaaS.
- - Security: The threat of security remains the topmost concern for service consumers of the internet for the data and applications
SUGGESTION AND ACTION
QUESTION 1
What management,
organization and technology issues need to be addressed when building mobile
application?
ANSWER:
The introduction
of a new information system involves much more than new hardware and software. A
mobile strategy involves much than selecting mobile devices, operating system
and applications. It also includes changes in business process, changing the
way people work, skills, and the way a firm interacts with its customers. System
builders must understand how a system will affect specific business processes
and the organization as a whole.
1. Management
A. Decision to select new mobile
application – management should know what benefits to company and customers are
before developing mobile application.
|
Company name
|
Benefit to
company
|
Benefit to
customers
|
|
Decker
Corporation
|
·
Streaming process
·
Make company more portable
|
Customer
able to look at a product on his or her mobile and see the same information
on that device.
|
|
USAA
|
·
Increase efficient process.
·
Eliminates the labor and expense of processing paper check.
·
Keep customers engage.
|
Provide mobile
technology to its business process and provide simpler and more powerful ways
for customers to interact with the company.
|
|
Ryland
Homes
|
·
Able to engage customers
·
Increase sales.
|
Help potential
customer to finds its locations, looks at this products and register with the
company.
|
B. Examine business process
Before firms go to mobile – Management should identify what the process,
tasks and improvement that they want go to mobile that most affected by tablets
or smartphones.
Example:
a) Focus on customer engagement field
enablement and employee productivity.
b) Identify where physical and
historical context can drive faster task completion.
C. Select the right device, software
and application.
Management should decide what is the right device, software and
application that can support their mobile technology business process. For example
what software or application that capable to handle the customization work
requires integrating with the process such as capabilities for creating,
viewing and managing customer information online.
D. Monitor and control
Develop own apps and apps store – monitor and control. Manage mobile
enterprise access through own in-house IT. Involve security system.
2. Organization
The key element, of an organization is its people, structure and
business process.
|
Redesign
business process
|
Redesign
job
|
Train employees
|
|
|
|
3. Technology
Technology is one of many tools that firms can use to cope with change. To
support firms new business process, firms should select the right technology
and application that consists of CRM & SCM.
|
Company name
|
Technology
& Application Used
|
|
Decker Outdoor
Corporation
|
Technology
such as touch interfaces, location and mapping features, alerts texting,
cameras and video functionality.
|
|
USAA
|
|
|
Ryland Homes
|
|
Question 2
How does user requirement definition for mobile application differ from
that in traditional system analysis?
Answer
- Customer wants to be able to look at product on his or mobile device and see the same information on that device as that person would obtain in the store, plus some additional information such as consumers review.
- Mobile technology can streamline processes, make the device more portable and enhance them with capabilities such as touch interface, location and mapping features, alerts, texting, cameras and video functionality.
- The technology can also create less efficient process or fail to deliver benefits if the mobile application is not properly designed.
QUESTION 3:
Describe the business process changed by USAA’s mobile application were
deployed.
ANSWER:
- USAA launched its Web in 1997 and went mobile 10 years later, with about 90% of its interactions with customers taking place on these two self service channels.
- In 2001, USAA handle 183 million customer contacts through mobile channel alone, and expect the mobile channel will its primary point of contact with customers in next two years.
- USAA has 100 dedicated mobile developer writing apps for device using iPhone, iPad and Android systems, along with apps Blackberry and Windows Phone 7.
1. Accident report and claims
application
-enable customer to snap
a photo and submit claim differently from the site of an accident.
-send geographic
information system (GIS) data to a towing service and display nearby car rental
location.
2. Photo deposit and application.
-capture an image of a
check with a smartphone and automatically submit to the bank.
-the money is instantly
deposited in the customer’s account.
3. Other application.
-loan and credit cards
balances.
-shopping services.
-homeowners.
-auto insurance policy
information.
-home circle and auto circle buying
service.
CONCLUSION
In short,
mobile service providers must not hibernate, ad agencies must open their minds,
carriers must collaborate, publishers must make their inventory mobile,
retailers must launch mobile commerce sites and advertise
