Advice to Mobile Start-ups: Focus on Mobile Content, Mobile Business Processes, Integration and Workflow

The mobile and wireless industries have changed dramatically in the past year and this has significantly changed the market for mobile application start-ups. Many of the missing application development tools and features that forced programmers to develop their own proprietary mobile middleware, have been filled by the mobile OS (operating system) developers over the past 12 months. This is both good and bad news for mobile start-ups.

The good news is that mobile application developers can focus more on providing business value, rather than coding clever mobile client and mobile middleware features. This is good for the entrepreneurs that have started with an existing back-office business application in mind and simply wants to support it with a mobile client.

The bad news is that many mobile application companies have already invested heavily into their own mobile client technology, mobile application development tools and mobile middleware platforms. Why is this bad? Because most enterprise buyers won't appreciate the investment.

Enterprise buyers own smartphones. They download mobile applications over the weekend for $1.99. Their expectations have changed. In the past, mobile applications were a novelty surrounded by mystery and complexity. Mystery and complexity made it easy to charge $500 or more per mobile user. Now mobile applications are only a finger stroke and a password a way on their favorite mobile app store.

The mobile application itself is not where the biggest value can be found. The biggest value is in the following:

• Mobile client integration with enterprise business applications and data
• Support for enterprise business processes
• Support for ERP (enterprise resource planning) workflows
• Support for ERP data requirements
• Integration with high value data sources (web services)
• Support for complex and niche business processes
• Support for high value data collection hardware (survey equipment, RFID, Barcode, GPS etc.)

The value of mobile business applications, no matter what the original investment was, will be attributed to the above capabilities not the mobile client itself. ROIs need to be achieved by supporting core business functions in mobile environments. It is the efficient support for a business process, not the mobile client where the real value can be found.

As a mobile software vendor, having the best of breed enterprise mobile applications will not be good enough. Companies will continually seek to simplify their IT environments and reduce the number of applications they are required to support. They will look to find mobile solutions that are hosted in a SaaS (software as a service) business model in a cloud computing environment, and that are most closely aligned with their primary ERP or key business software solution either through ownership, endorsement or partnership.

Early adopters will experiment with best of breed and leading edge technologies, but the masses want simplicity and security.

Do you agree? I look forward to your thoughts and comments.

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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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Mobile Field Services, Cross-Selling and Enterprise 2.0

Selling more service contracts, warranties and appliances were three reasons Sears gave for mobilizing their field service technicians in this recent article. Cross-selling is also a key to successful field services organizations according to Gartner's Magic Quadrant for Field Service Management ( May 2009). Isn't it interesting how important onsite sales are for organizations that provide services?

It seems that in these days of internet e-commerce, people still like to look into the eyes and talk to a real person. If that person just happened to fix your satellite TV hours before your football game, you are very happy with them. You are willing to listen to them as they make recommendations and referrals.

If you are a software developer of mobile applications for Field Services Automation (FSA) you are going to have to take the notion of "sales" seriously in your application. Gartner states that leading FSA companies will need to include CRM components in their field services applications. This may include integrations with mobile sales force automation tools or SaaS providers, product catalogs, inventory levels, shipment tracking, etc.

Location based services may also have a role here as discussed in this article on mobile sales applications and LBS.

Let's continue this thought process and integrate cross-selling, Enterprise 2.0 and mobile applications. In this article on Enterprise 2.0 and Mobile Software Applications, the idea of a Facebook like application for businesses is explored. The ability to have an enterprise collaboration and communication tool that utilizes many of the concepts of social networking. If a key contributor to the success of a field services company is selling products and services while onsite with a customer, then what would happen if the service technician expanded his product line with those of key collaborating business partners?

Let's think through a scenario:

1. Plumber Edward fixes a leak for Mrs. Jones
2. Plumber Edward sees the tile floor on the bathroom needs repaired
3. Plumber Edward is connected to a tile installer via an online Enterprise 2.0 website
4. Plumber Edward refers the tile installer and uses the Enterprise 2.0 website or the iPhone version of it to notify the tile installer
5. The tile installer receives the referral via the Enterprise 2.0 service on his Blackberry and wins the business.
6. The tile installer notices that the floor needs repaired and refers a carpenter via the Enterprise 2.0 website.

You get the picture. A group of linked and collaborating businesses cross-sell each other's products and services via a mobile Enterprise 2.0 service. Each of these collaborating businesses have eyes, ears and faces in the marketplace seeking to find business for the other members. This is business collaboration with big benefits!

I can image a time when there is a monetary value placed on each level of referral. Direct referrals are worth more than a 2nd level referral. Members could participate in different collaboration groups depending on the market dynamics.

Sears said that the onsite service technician, standing face-to-face with the customer, had the best opportunity to sell products and services. They invested in equipping their mobile service technician with more wireless mobile software applications to assist in closing more sales. They reported it was successful.

I would like to hear your thoughts and comments.

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Author Kevin Benedict
Independent Mobile Strategist, Sales, Marketing and Business Consultant
www.linkedin.com/in/kevinbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/ /
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Enterprise 2.0 and Mobile Software Applications

The term Enterprise 2.0 is receiving a lot of press these days (see definition of Enterprise 2.0). In this article we are going to discuss possible use cases for Enterprise 2.0 in the context of enterprise mobile applications.

Carl Frappaolo and Dan Keldsen defined Enterprise 2.0 in this way, "a system of web based technologies that provide rapid and agile collaboration (kudos for buzz words), information sharing, emergence and integration capabilities in the extended enterprise." The bottom line, unstructured information sharing tools for use by the enterprise.

Many of the online references to Enterprise 2.0 are referring to intranet or internal company communications. Since mobility is more interesting, let's focus on how Enterprise 2.0 could be used external to the company in a B2B (business to business) context.

OK, an EnterpriseBook instead of a FaceBook. What information would one company like to share with another? Hummm...location of job sites, upcoming projects, RFPs, press releases, announcements, product catalogs etc. The problem is that when money is on the line companies go silent. They want to control the communication of information and protect the business. They don't want to share information that could fall into the hands of a competitor. So where is the value for enterprise mobile applications?

I see the value when multiple partners win business together. Let's say 6 companies are working together to complete a building project. These companies need to share and collaborate information on various parts of the project. The framers need to know when the foundation is completed, the plumbers need to know when the walls are up, the roofers need to know when the plywood is in place, etc. All of these mobile contractors need to know the status of the project. It would be good to see project photos. It would be good to know about any issues in advance. It would be nice to know what is going to be done today, an online project journal in the status section of EnterpriseBook.

Many of the contractors mentioned above work in mobile environments. They would benefit from having a mobile version of Enterprise 2.0 on a Smart phone or other ruggedized mobile handheld computer.

I could also see trusted business partners sharing sales leads. They could quickly identify the GPS coordinates of a potential lead and share with one of their partners.

How about sharing the price of medical insurance among business partners, or sharing the price of different medical procedures (ICD9 codes) in different medical practices so you can reward the medical practices with the most reasonable rates with your business?

Perhaps form your own buyers' co-op online through EnterpriseBook. You and your company's partners could combine your buying power for shared products and services. The discounted products and services could be listed in mobile applications integrated with GPS features so the various locations of the discounted products could show up on your map. Silly? Perhaps, but many new innovations start this way.

For a related article on Enterprise 2.0 from SD Times click here.

OK, it is now your turn! Where is the value for Enterprise 2.0 in the context of enterprise mobility? Please comment or send me an email.

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Author Kevin Benedict
Independent Mobile Strategy, Sales and Marketing Consultant
www.linkedin.com/in/kevinbenedict
http://mobileenterprisestrategies.blogspot.com/
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