Cutting Through Chaos in the Age of Mobile Me - New Report

Supporting real-time enterprise mobility that is personalized and contextually relevant takes a lot of work. In fact, it takes digital transformation. We have all grown accustomed to using personal consumer apps that know and understand us (think airline apps and Netflix), our preferences and provide contextually relevant content. Today, we expect the same from all of our apps both consumer and enterprise.

Download the full report here "Cutting Through Chaos in the Age of Mobile Me".

Ninety percent of mobile users highly value personalized mobile experiences. In order to deliver these experiences one must have real-time data collection, analytics, personalization engines and mobile applications capable of supporting real-time personalization. One must also have an operational tempo within their IT systems and business processes capable of supporting real-time. These capabilities make possible innovative new business processes that provide significant competitive advantages for businesses that embrace them.

Delivering a personalized experience, however, requires data and lots of it. We have identified three key information rich sources of this data we call 3D-Me data sources:

1. Digital – online activities, preferences, sentiment and profiles
2. Physical – data collected from IoT sensors (on vehicles, buildings, equipment, wearables, smartphones, etc.)
3. Personal – user preferences, roles, jobs, skills, locations, etc.

3D-Me data sources enable enterprises to collect the right data to gain an understanding of real-time activities, and insights into the needs of their users. One of the key ingredients of a 3D-Me data source strategy is users must agree to share personal data in exchange for value. This requires a new kind of enterprise/user relationships we call MME Data Partnerships.
Personalized experiences are not the whole story. End users want contextually relevant personalization. Personalization becomes relevant when you add time, context and location to it. Sending me an SMS alert that my local coffee shop is offering my favorite hot drink at a 50% discount for the next 45 minutes is not relevant if I am on the other side of the country. Relevant personalization requires the use of data triggers that identify contextually relevant opportunities, moments and environments (CROME). CROME triggers are bits of data that provide context, which can be used to provide relevant personalization at a specific time and place. Think geo-fencing jobsites.

These CROME triggers provided the data that when analyzed, understood and integrated with relevant personalization engines, can optimize the user's experience and productivity on the job.

CROME triggers can automatically deliver the right content at the right time. They can be connected to tasks, jobs, timesheets, etc. There are at least six tasks/challenges when implementing a CROME strategies:

• Identify the required CROME triggers
• Understand the meaning of each CROME trigger
• Understand where and how CROME triggers can be placed, collected and transmitted
• Monitor and analyze CROME triggers in real-time
• Connect specific CROME triggers to specific personalization options and business value
• Provide CROME powered personalization in mobile experiences

CROME triggers inform that something different and perhaps significant is happening. Finding the meaning, and then relating it to a particular personalization task or action follows.

The implementation of 3D-ME enabled data and personalization strategies and CROME triggers, all supported by IT systems and business processes running at real-time operational tempos will help companies deliver to the highest expectations of mobile users today and tomorrow.

Download the full report here http://www.cognizant.com/InsightsWhitepapers/Cutting-Through-Chaos-in-the-Age-of-Mobile-Me-codex1579.pdf.
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Kevin Benedict

Writer, Speaker, Analyst and World Traveler

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***Full Disclosure: These are my personal opinions. No company is silly enough to claim them. I am a mobility and digital transformation analyst, consultant and writer. I work with and have worked with many of the companies mentioned in my articles.

$21 Million Raised by Pressing the Keys on a Mobile Device

The Red Cross was "texted" $21 million dollars in donations for Haiti disaster relief efforts according to this article. This is an incredible development, and it happened on mobile devices.

The Haiti relief campaign has been promoted by both traditional media sources and online social media. However, it really took off in the first couple of days through its promotion on Facebook and Twitter. The report said these donations were texted, so these donations were submitted on mobile devices.

It works like this:

1. You get notified of the campaign through a mobile Facebook or twitter application
2. You send a text to a given number and a $10 dollar charge (donation) appears on your mobile phone bill.
3. You pay your mobile phone bill and the money is transferred from your carrier to the Red Cross

I am amazed at this example of the power represented by mobile communications, social media and mobile devices. I am also intrigued by the e-commerce processes represented by using the mobile phone billing system to collect these donations.

By simply pushing a few buttons on a handheld mobile device you can (collectively) be saving lives on the other side of the planet.

Let's all take a moment to be amazed together, and celebrate the good in these times of pain.

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Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: @krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
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