Mobile Commerce Strategies - Contextually Relevant Opportunities, Moments and Environments

In the early 1990s major retailers began investing in data analytics to better manage their stores and warehouses by analyzing individual store sales.  This insight gave them a perspective on the needs of the local market.

Retailers soon advanced in their use of analytics and added external factors for consideration and planning like demographics, weather, geography, local events and competitor's promotions and campaigns.

When customer loyalty programs tied to POS (point of sale) systems were implemented, retailers were able to start understanding individual customers through their transaction histories - at least what individuals bought from their stores.  The limitation, however, was this data was known and analyzed post-sales. There were no mechanisms in place to alert retailers to help customers during their path-to-purchase journeys.

Mobile computing technologies and wireless internet access introduced the age of mobile commerce. Mobile commerce enables retailers unprecedented capabilities to collect and analyze data from a wide array of sensors embedded in mobile devices.  The challenge then shifted from how to collect data, to how to get the user's permission and approval to collect and use data.  This is not always easy.

When asked in surveys, customers voice opposition to retailer's collecting data on them.  This, however, does not align with other survey results that show customers value a personalized digital experience.  You cannot personalize a digital experience based on data without data.  This dichotomy must be recognized by retailers and incorporated into their customer education plans and strategies.

Personalized digital experiences show respect and professionalism to customers.  Treating

individuals as if they belong to one homogeneous market is a recipe for failure.  It reflects an attitude that getting to know you is not worth the time or investment.  As more commerce moves from face-to-face interactions to mobile commerce, service and support can easily be lost in the bits and bytes. Retailers that try to offer mobile commerce without relevant personalization are short sighted and will ultimately fail.

Winners in mobile commerce will implement Code Halos (the data available about every person, object and organization) business strategies to find business meaning in data and to provide beautiful customer experiences.  They will also seek to triangulate three sources of data:

1. Digital data from online and mobile activities
2. Physical data from sensors and the IoT (internet of things, wearables, telematics, etc.)
3. Customer loyalty and rewards programs data

Mobile commerce winners will seek contextually relevant opportunities, moments and environments (CROME) that can trigger personalized content at exactly the right time.  Alerting me to available food options in a city I left yesterday is not useful.  I need food options in the city I am in now. Context is time and location sensitive.

The competitive field in mobile commerce tomorrow will be around personalization, context and real-time operational tempos.  Can your legacy IT environment be upgraded to compete in the world of tomorrow?

Stay tuned for a major report I am writing on this subject to be published soon.

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Kevin Benedict

Writer, Speaker, Senior Analyst

The Center for the Future of Work, Cognizant

View my profile on LinkedIn

Read more at Future of Work

Learn about mobile strategies at MobileEnterpriseStrategies.com

Follow me on Twitter @krbenedict

Browse the Mobile Solution Directory

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Join the Linkedin Group Strategic Enterprise Mobility

Join the Google+ Community Mobile Enterprise Strategies

***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.

Retail Evolution and Mobility

Farmers once sold their harvest bounty directly to their customers from beneath the branches of their fruit trees.  Customers had a direct face-to-face relationship with the farmer and could express their preferences and demonstrate their buying patterns to the farmer.  Over time farmers developed means to preserve and package their products, and to sell them through retail stores with large customer bases.  Sales expanded, but the personal relationship between the farmers and their customers, and an intimate understanding of each of their customers’ preferences was lost behind the retail shelves of big box stores.

Over time retail stores seeking market expansion and competitive differentiators developed mobile commerce apps that enabled them to sell products across a much wider geographic area, and to larger markets at any time of the day or night. This expanded sales potential, but in the process disconnected customers from the retailer’s physical store and location.

Mass marketing to mass audiences depersonalized the shopping experience.  It reduced the farmer’s products to mere commodities, and retail stores to logistic, warehouse and delivery centers.  It shifted competitive differentiators from customer service, retail locations, store layouts, local product selections and building designs to the designs of mobile commerce apps and websites, their performance and ease of navigation.  In addition, shipping costs and post-sales return policies moved from afterthoughts in fine print, to major competitive differentiators. Few were satisfied with these developments.  Customer service, brand loyalty and the consumer’s retail experience suffered.

Today, however, technologies and business strategies are converging again to offer hope these relationships can be restored, and the quality of the consumer’s mobile commerce experience improved.  The development of MyX (My Experience) personalization strategies and technologies are promising highly personalized digital experiences for consumers, and competitive advantages for businesses that can support them.

Creating highly personalized MyX mobile commerce apps for thousands and even millions of consumers requires business process re-engineering, new IT strategies, technologies, intelligent process automation and upgraded legacy systems and real-time personalized experiences. The competitive battlefields of retail are moving fast and demand urgent action today.

As consumers shift more of their work and personal time to mobile devices, we see rapid growth in both mobile marketing investments and the numbers of mobile commerce transactions.  Today 34 percent of global e-commerce transactions are mobile, even though 73 percent of survey participants continue to use desktop/laptops for most of their online shopping activities.  Mobile shoppers (those that shop online regularly using a smartphone or tablet) shop online more frequently than computer shoppers (those mostly using computers for online shopping activities), and as shoppers continue to migrate to mobile commerce these transaction numbers will see continuing growth.  The bottom line, mobile commerce is growing fast across all demographics and represents the future of retailing. Developing a strategy for personalizing users' experience is the key component.

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Kevin Benedict

Writer, Speaker, Senior Analyst

The Center for the Future of Work, Cognizant

View my profile on LinkedIn

Read more at Future of Work

Learn about mobile strategies at MobileEnterpriseStrategies.com

Follow me on Twitter @krbenedict

Browse the Mobile Solution Directory

Subscribe to Kevin'sYouTube Channel

Join the Linkedin Group Strategic Enterprise Mobility

Join the Google+ Community Mobile Enterprise Strategies

***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.

Mobility, Sensors, Robotic Process Automation and the Principle of Acceleration

If you have spent any time working on IT projects you would have heard the comment, "The system is only as good as the data." It's an accurate and necessary statement, as it describes a prerequisite for many technological innovations. Many system designs fail in the face of reality. Reality is often a cloaked term for implementing a digital solution in a physical world without a sufficient understanding of how the physical world operates. This is one problem where sensors can really help.

Sensors fill in the blind spots in our systems and operations by measuring the physical world and providing us with the data. Where previously we operated on conjecture or false assumptions, sensors provide real data on how the real world functions. Operating on real data allows for new and different approaches and IT strategies. Strategies that utilize artificial intelligence or in more complex environments robotic process automation solutions. These automated processes or solutions know exactly what to do in a complex process given specific data. Robotic process automation offers operational speeds and levels of accuracy never before possible with humans alone.

In a world of ubiquitous mobility, businesses must learn to operate in real-time. Marketing, sales and commerce must all evolve to operate in real-time. Think about a LBS (location based service) where retailers want to inform their customers, via SMS, of nearby discounts or special offers. If the SMS is delayed, the customer will likely have moved on and the SMS will be irrelevant. Payments must operate in real-time. Real-time is a speed deemed impossible just a few years ago and remains a future goal for most companies. Today, however, with mobile devices and real-time wireless sensors updating complex systems, it is often the humans in a process that are the sources and causes of bottlenecks. Think about how slow a credit or debit card transaction would be if every transaction ended up in a human's inbox to review and approve before it could be completed. Global and mobile commerce would stop. The credit and debit card processes have long ago been automated. Enterprises are now feeling the pressure to automate more processes to enable an operational tempo than runs at the speed of mobility.

What does it take to automate and run at real-time operational tempos? First, it takes accurate data that has not expired on the shelf. Data that has expired on the shelf means the value it once had, no longer remains.  For example, the weather forecast for last weekend, is not useful for this weekend.  The value of the data has expired. Second, it takes IT infrastructures capable of supporting real-time transactions and processing speeds. Thirdly, it takes defining decision trees, business rules and processes to the level where they can be coded and automated. This will then enable artificial intelligence to be added and utilized. Once enough artificial intelligence is supported it can be connected together into a complete process for RPA (robotic process automation) to be supported. Now you have a chance at real-time speeds.

In summary, accurate and real-time data, especially in a physical environment, will require sensors to fill data blind spots and replace data that has expired on the shelf. This is just one of the many ways enterprises can take advantage of the IoT (Internet of Things).

Mobile apps are driving the demand for real-time interactions and information.  Real-time demand drives a need to change business processes and IT (digital transformations). Digital transformation increases the demand for real-time IT infrastructures and processes, which in turn will increase the demand for IoT and robotic process automations. In economic circles this is known as the principle of acceleration. If demand for a product or solution increases, then the production capabilities for supplying the demand increases at an even greater amount. What does that mean for us?  Mobile is going to drive all kinds of increasing changes in business and IT. Mobile technologies are having an acceleration effect across enterprises and IT today. This effect is driving digital transformation initiatives toward reaching the "real-time" benchmark that will require more enterprise IoT and robotic process automations to achieve real-time speeds.

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Kevin Benedict

Writer, Speaker, Senior Analyst

Digital Transformation, EBA, Center for the Future of Work Cognizant

View my profile on LinkedIn

Read more at Future of Work

Learn about mobile strategies at MobileEnterpriseStrategies.com

Follow me on Twitter @krbenedict

Browse the Mobile Solution Directory

Subscribe to Kevin'sYouTube Channel

Join the Linkedin Group Strategic Enterprise Mobility

Join the Google+ Community Mobile Enterprise Strategies

***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.

Laws for Mobility, IoT, Artificial Intelligence and Intelligent Process Automation

If you are the VP of Sales, it is quite likely you want and need to know up to date sales numbers, pipeline status and forecasts.  If you are meeting with a prospect to close a deal, it is quite likely that having up to date business intelligence and CRM information would be useful.  Likewise traveling to a remote job site to check on the progress of an engineering project is also an obvious trigger that you will need the latest project information.  Developing solutions integrated with mobile applications that can anticipate your needs based upon your Code Halo data, the information that surrounds people, organizations, projects, activities and devices, and acting upon it automatically is where a large amount of productivity gains will be found in the future.

There needs to be a law, like Moore's infamous law, that states, "The more data that is collected and analyzed, the greater the economic value it has in aggregate," i.e. as Aristotle is credited with saying, "the whole is greater than the sum of its parts." This law I believe is accurate and my colleagues at the Center for the Future of Work, wrote a book titled Code Halos that documents evidence of its truthfulness as well.  I would also like to submit an additional law, "Data has a shelf-life and the economic value of data diminishes over time."  In other words, if I am negotiating a deal today, but can't get the critical business data I need for another week, the data will not be as valuable to me then.  The same is true if I am trying to optimize, in real-time, the schedules of 5,000 service techs, but don't have up to date job status information. Receiving job status information tomorrow, does not help me optimize schedules today.

Mobile devices are powerful sensor platforms.  They capture, through their many integrated sensors, information useful to establishing context.  Capturing GPS coordinates for example, enables managers to see the location of their workforce.  Using GPS coordinates and geo-fencing techniques enables a software solution to identify the job site where a team is located.  The job site is associated with a project, budget, P&L, schedule and customer.  Using this captured sensor data and merging it with an understanding of the needs of each supervisor based upon their title and role on the project enables context to be established.  If supervisor A is responsible for electrical, then configure the software systems to recognize his/her physical approach to a jobsite and automatically send the latest information on the relevant component of the project.

I submit for your consideration yet another law, "The economic value of information multiplies when combined with context, meaning and right time delivery."  As we have seen, mobile technologies are critical for all of the laws discussed so far in this article.

Once sensors are deployed, sensor measurements captured, data wirelessly uploaded, and context understood, then business rules can be developed whereby intelligent processes can be automated. Here is an example, workers arrive at a jobsite and this data is captured via GPS sensors in their smartphones and their arrival automatically registers in the timesheet app and their supervisor is notified.  As they near the jobsite in the morning, using geo-fencing rules, each worker is wirelessly sent their work assignments, instructions and project schedules for the day.  The right data is sent to the right person on the right device at the right time.

The IoT (Internet of Things) is a world of connected sensors.  These sensors feed more sources of captured data into the analytics engine that is used to find meaning and to provide situational awareness.  If smartphones are mobile sensor platforms, then smartphones and IoT are both peas in the same pod.

Intelligent automated processes, like the ones mentioned above, are called "software robots" by some. These are "aware" processes acting upon real-time data in a manner that supports human activities and increases productivity.  Here is what we all need to recognize - mobile applications and solutions are just the beginning in this value chain.  Rule: Mobile apps provide only as much value as the systems behind them.  Recognizing mobile devices are sensor and reporting platforms that front systems utilizing artificial intelligence and automated processes to optimize human productivity is where the giant leaps in productivity will be found.

If you agree with my premises, then you will understand the urgency to move beyond the simple testing and deployment of basic mobile apps and jump into building the real value in the intelligent systems behind them.

Summary of Laws:

• The more data that is collected and analyzed, the greater the economic value it has in aggregate
• Data has a shelf-life and the economic value of data diminishes over time
• The economic value of information multiplies when combined with context, meaning and right time delivery
• Mobile apps provide only as much value as the systems and intelligent processes behind them

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Kevin Benedict

Writer, Speaker, Senior Analyst

Digital Transformation, EBA, Center for the Future of Work Cognizant

View my profile on LinkedIn

Read more at Future of Work

Learn about mobile strategies at MobileEnterpriseStrategies.com

Follow me on Twitter @krbenedict

Browse the Mobile Solution Directory

Subscribe to Kevin'sYouTube Channel

Join the Linkedin Group Strategic Enterprise Mobility

Join the Google+ Community Mobile Enterprise Strategies

***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.

Mobile Commerce, Speed, Operational Tempos and the Real-Time Enterprise, Part 3

This is part 3 in the article series.  Read part 1 and part 2 here.

The Shelf Life of Data and the Need for Speed

Today enterprises are facing a massive challenge that will require new strategies and investment. In fact, 80 percent of survey participants reported that increasing demand for mobile apps is forcing IT departments to rethink and change how they have designed IT environments.  Rethinking and changing IT environments requires investment and budget, and 83 percent believe the demand for mobile applications will force enterprises to make major investments in their IT environments to better support real-time interactions with mobile apps and to remain competitive.

Our survey reveals that real-time mobile data is critical for personalizing and optimizing the mobile user’s experience and promoting the adoption and utilization of mobile applications and websites. We have also found that organizations, IT environments, and business processes will require changes in order to support a faster operational tempo. One of the key reasons these changes are necessary is the shelf life of data. Data has greater economic value the faster it can be collected, transmitted, analyzed, consumed, and utilized. This brings us back to the speed requirement. If the mobile user can instantly be presented with a personalized and contextually relevant experience based on real-time and previously collected and analyzed data, then the user will realize the greatest value and utility.

Situational Awareness and Information Dominance

Military strategists today believe the size of opponents and their weapons platforms are less representative of military power than the quality of their sensors systems, mobile communication links, and their ability to utilize information to their advantage. We believe these same conclusions are also relevant in the commercial sector.

An enterprise’s ability to use information as a competitive advantage is central to a successful business strategy today. If a manager has the responsibility of optimizing the schedules of 5,000 service technicians during an ice storm, or routing 10,000 delivery trucks, then the faster they receive accurate data from the field - the better they can perform their jobs.

Information advantages often involve improving situational awareness — the ability to understand events and actions around you. This takes visibility and data. Visibility happens when people, mobile, and sensor data collection technologies are integrated with IT systems and processes that enable the measurement, collection, transmission, analysis, and reporting of remote activities and events. The faster this can be accomplished, the faster data-driven decisions can be made and tactics deployed.

Historically, it has been difficult to manage remote workforces due to a lack of visibility. There are too many unknowns and a lack of accountability, which forces managers to make decisions based upon conjecture, rather than on real-time data analysis. Robert L. Bateman writes in his book Digital War, “The three questions that have befuddled soldiers since the beginning of human history are:

1. Where am I?
2. Where are my buddies?
3. Where is the enemy?" 

Bateman speaks to the difficulty of managing from afar. The lack of real-time visibility often means critical operational decisions and optimized scheduling choices are delayed, which results in the inefficient utilization of resources and assets. Today technologies exist to eliminate many of those operational blind spots.

Network-Centric Operations and Data Collection

“The problem: Technology [used between WWI and WWII] was viewed in discrete packets as it applied to narrowly defined areas. As a result the US military did not fully develop the possible combinations of technology with tactics.” –Robert L. Bateman, Digital War

Many commercial organizations today retain the narrow view and strategy that Bateman wrote about. They continue to think about and deploy mobile and sensor technologies in line-of-business (LOB) silos. They believe in the utility of these technologies, but have no enterprise-wide strategy for combining mobile and sensor technologies with tactics to achieve an overall information advantage across the enterprise.

Modern military organizations use the term Network Centric Warfare strategies to describe an information-based strategy for winning wars. These strategies have been taught in military organizations for decades, but are less understood in the commercial sector, where these strategies can be found with names such as Network Centric Operations or Networked Field Services. Military organizations that have implemented Network Centric strategies are accustomed to using a wide range of mobile devices and sensors to create a web or grid of data collection capabilities that are all wirelessly networked together for the purpose of enhancing real-time situational awareness, organizational agility, collaboration, and decision-making. Commercial enterprises share many of the same requirements, but as our survey data shows, they have yet to adopt the necessary enterprise-wide strategies or IT systems with enough speed to support real-time interactions.

Given the importance of an information advantage, what should commercial organizations focus on in 2015 and beyond? Broadly the answers are:

• Recognizing that information can be used as a competitive advantage
• Recognizing the importance of achieving real-time operational tempos
• Developing and implementing enterprise-wide network centric operational strategies
• Utilizing mobile applications and sensors to reduce operational blind spots and improve situational awareness
• Personalizing and contextualizing the mobile user experience using real-time data and Code Halos strategies
• Employing artificial intelligence and machine learning to improve the speed of decision-making and the execution of tactics

An organization’s ability to be competitive now and in the future largely depends on its ability to successfully navigate the process of digital and organizational transformation to achieve an information advantage.  If you would like to brainstorm these issues and discuss your specific business environment please contact us.

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Kevin Benedict

Writer, Speaker, Senior Analyst

Digital Transformation, EBA, Center for the Future of Work Cognizant

View my profile on LinkedIn

Read more at Future of Work

Learn about mobile strategies at MobileEnterpriseStrategies.com

Follow me on Twitter @krbenedict

Browse the Mobile Solution Directory

Subscribe to Kevin'sYouTube Channel

Join the Linkedin Group Strategic Enterprise Mobility

Join the Google+ Community Mobile Enterprise Strategies

***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.