Why Mobile Your Business?
Professor Jason C.H. Chen
School of Business Administration
Spokane, WA 99258
What’s in IT for Me?
Information systems capture, organize,
analyze, and disseminate data and
information throughout modern organizations
Information systems turn financial world on
speed, volume, and accuracy of information
What’s in IT for Me? (continued …)
The Internet and the World Wide Web have
opened an entirely new channel for marketing
and provided much closer contact between the
consumer and the supplier (CRM)
For Production/Operations Management
Every process in a product or service’s value
chain can be enhanced by the proper use of
computer-based information systems
What’s in IT for Me?
For Human Resource Management
Employees can handle much of their personal
business themselves, and the Internet makes a
tremendous amount of information available to the
For Management Information Systems (MIS)
The opportunities for those planning a career in MIS
grows as fast as the adoption of information
technologies into organizations everywhere
MIS is an integral part of business operations, whereas, the database is
the core component to improve and/or enhance the business operations.
Evolutions of Computing and
In the early 70’s
mainframes and centralized computing
in the 80’s
PC and client/server computing
decentralized and distributed computing and
in the 90’s
Internet and WWW
As we enter the ‘00s
pervasive computing with wireless and web technologies
What Corporations will Succeed?
Corporation that will succeed in this decade
are those that enable their knowledge
workers to have access to their information
at anytime and
on any device.
From the old mode of “connecting to a fixed
place” to the new mode of
“connecting to a person on the move”. 6 N
Why Mobilize Your Business
Mobilization has changed the landscape of business
by enabling companies and industries to move
beyond the fixed-session relationships in place today
with their employees, clients and partners.
Mobilization opens up opportunities to extend into
new channels, gain new customer bases, and create
Mobilization has also changed the way we live and
Mobilization as a key competitive and ROI strategy.
eBusiness Key Concepts
The overall strategy of how to automate old business
models with the aid of technology to maximize
customer value and profits.
The process of buying and selling products and services
over digital media
eCRM (eCustomer Relationship Management)
The process of building, sustaining, and improving
eBusiness relationships with existing and potential
customers through digital media
Mobile e-Commerce can be defined as a value added
service that enables end-users to conduct reliable, secure
financial transactions that involve trade or payment.
Mobile e-commerce services can be classified into
categories such as banking, trading, reservations and
ticketing, shopping, and games and gambling.
The Hottest Area of Business Today
The hottest area of business today is combining two
of explosive growth industries
mobile communications and
The concept of the mobile Internet is fundamentally
bring the power of the Internet from your desktop to your
the concepts time of day and location have lost their
importance; instead, online access and availability are the
key factors for success. N
m-Business and mPortal
The key to mobile business is
leveraging business existing information sources
and making it available to users of mobile devices.
The challenge is to integrate all the various
systems and processes that supply the
information and make it suitable for a mobile.
mPortal provides the tools that help
companies meet this challenge.
The next wave in “So prepare to
business disconnect. Anything
transformation is the tethered, anything not
mobilizing of corporate responding faster than
information to enable our fingertips,
the concept of anything not online all
“enterprise the time will soon be
everywhere”. ancient history.”
mPORTAL Inc. Upside Magazine, Feb. 2000
Growth of Mobile Business
The future will be dominated devices. In a few
years there will be more mobile devices in the
hands of users than any other interactive or
communication device used by people today.
The proliferation of Internet enabled mobile
devices is expected to be a global phenomenon
establishing the mobile device as the dominant
internet access device.
Why Go Mobile?
Mobilization promises significant and quick
ROI, because it offers two strong value
getting more from current available
information and using that information to
generate revenue, decrease per transaction
improve professional and personal
Anytime, anywhere access to information
presents incredible opportunity for business.
increases business volume,
improves customer relationships,
leverages existing infrastructure investments,
streamlines internal processes.
Why Mobile your Business?
“Mobile Applications “Enterprises that do
are likely to be one of not make key parts of
the highest priorities their business mobile
for corporate groups by using wireless
in the next few years.” technologies will place
themselves at a
Figure: Forecast of users of mobile and fixed e-commerce (Source:
ARC Group, Intelligence).
How and What Strategy
Maximize investment in current information
Use information in new, profitable ways
1. Maximize investment in current
Mobilization extends the information
contained in these systems to new channels,
with anytime, anywhere access.
In doing so, mobilization leverages the
infrastructure already in place to create new
Examples of business information extended to
Customers conduct financial transactions from any mobile
device; access airline schedules and travel updates, set-up
utility accounts, or consult real estate listings.
Mobile professionals continue communicating with
colleagues by email or instant messaging and provide
customers with valuable service while out of the office.
Sales people access client information while on site and
respond immediately to client requests.
Service teams track orders and check inventory from the
Clients re-order products by using mobile devices to scan
Leveraging existing infrastructure also provides
significant cost savings for business.
Companies can maximize returns on their current
investment while reaping the benefits of mobilization.
By using existing infrastructure, businesses can reduce
implementation time and minimize the number of
expensive technical resources devoted to
By using existing IS also helps business maintain
control of customer, partner, and employee
communications and ensures that partners, clients and
customers receive consistent information across all
forms of access. 23
2. Use information in new, profitable
Generate new revenue streams
that are traditionally time or location sensitive.
Improve customer relationships
business today must look beyond product and price
the customer care strategies can reduce per transaction
costs due to decreasing call center costs.
it can increase field staff productivity and reduce costs
by streamlining operational efficiency.
Business in almost any industry want the anytime,
anywhere benefit of mobility to create new
Communications (Field Service and Repair)
Food & Beverage, Insurance
Restaurant/Food Service N
Mobilization as a key competitive
and ROI strategy
Internet Access (11%)
Intranet Access (13%)
SFA (Sales Force Automation) (11%)
The very nature of mobile and wireless applications makes it
relatively easy for companies to identify significant ROI gains
that are linked to the use of mobile devices and solutions that
extend enterprise resources.
The ROI list of measurable improvements and
productivity gains continues throughout the company’s
extensive list of customer engagements. These include:
An increase in weekly customer calls
Increased efficiency of support departments
enhanced integration with product development
increased revenue and new revenue streams
a reduction in operating expenses
stronger ties to customers
improved market intelligence
A reduction in the number of order changes and delays caused
by order clarifications.
ROI as a Competitive Advantage
A solutions approach to creating useful and
productivity-enhancing wireless systems.
Applications for field services and CRM.
The company’s mobile enterprise applications are also
developed with an eye toward providing some measurable
return on investment (ROI), as well as to streamline
operating efficiencies and business processes, and thereby
enhancing a company’s competitive advantage.
Customer have full access to real-time data that can be
used to optimize sales; enhance quality assurance, survey
work, and merchandising; and increase overall customer
Working From a Mobilization Checklist
Decide exactly what problems it hopes to solve by using a
Do the planned mobile and wireless applications allow a company to
cost-effectively connect with, manage, and share information with
Do the systems and products offered by a developer empower mobile
workers who are engaged in al areas of a compan1y including sales,
marketing, quality assurance, and customer service.
Are the approaches to wireless highly targeted, as opposed to
Does the developer have a wide range of experience in a specific
vertical area, or established partnerships with “best of breed”
vendors that can provide all of the necessary parts of an integrated
and successful wireless system? 29
A Solutions-Based Approach to Real
At the very minimum, user considering any
mobile solution should:
Decide just what it is they want to mobilize, and how
that information will be use.
Talk to the people who will be using mobile systems in
the field to discover their needs.
Make every effort to avoid short-term solutions that are
not adaptable or scalable.
Formula for Customer Benefit
Consumer benefit =
+ v(value of market offering)
+ b(value of brand)
+ r(value of relationship)
- c(cost of market offering)
- t(cost of time)
The v, b, r, c, and t vary across customer
segments and individual customers.
Targeted effective mobile solutions require
businesses to consider how to develop strategies
maximizing value to the business
ensuring that the solutions can grow and scale to meet
current and future business needs
minimizing development costs
Leveraging its superior solutions and best-in-class
partnerships, mPortal provides premier mobile
delivery solutions that enable businesses to
mobilize their existing applications and
m-Portal enables partners, clients, and customers
to rapidly and cost-effectively develop and deploy
To be a market leader, a company must successfully
navigate the tumultuous sea of technology to
position itself for future prosperity.
As company leaders catch their breath form the Internet’s
storm, new clouds from on the horizon: wireless and
While many companies have some notion as to how
to address broadband, this is often not the case with
A company must not ignore its wireless strategy; it must
formulate a wireless course before the storm arrives.
Mobilization means breathing new life into a
traditionally stationary and rigid enterprise -
it means leveraging and extending information and
functionality to and from your enterprise, enabling
It encompasses both the person and the machine, but is
emphasis is extending business resources to all touch
points within an organization.
The right mobilization solution allows information
and processes to be dynamically extended to both
mobile and embedded devices
The Adaptive Enterprise
In the Adaptive Enterprise:
Technology adapts to how humans work -
pervasively, not invasively.
Collaboration is supported at all touch points within
Enterprise resources are extended securely to any
Distance and time cease to be barriers to
The mobile-enabled enterprise is able to accomplish
more in less time. 38
Most Challenging Questions
Is mobile business going to happen?
What form is it going to take and how do
we use the technology to continuously
innovate and improve?
M-business is not a business fad tied to a single method
or strategy, but rather the next step in the technology
It is simply a way for improved customer interaction and
new operational efficiencies.
It builds on all the investment in e-business.
Wireless (M-Business) Strategy
“Wireless devices are becoming key enablers of
mission-critical, e-Business applications. In the
future, the question will not be whether a business
professional has a mobile device but rather, how
these devices and the applications that run on
them help fulfill key aspects of an enterprise’s
Scott Weisss, Analyst, Hurwitz Group
Public & Proprietary Mobile Networks
Integrated Development Environment
Local User Device Application
Security & Authentication
XMT HTML Content Managing Appl. ERP Appl RDBMS
Content Communication Commerce
Application Interface Configuration Device Interface
Module Engine Module
Integrated Development Environment
Application System Customer Packaged Software
Developers Integrators Software Developers Developers
Global Users (millions)
300 Fixed Internet Users
Mobile Internet Users
1999 2001 2002 2003
1999 2000 2001 2002 2003
GLOBAL WIRELESS AND WIRELESS INTERNET SUBSCRIBER FORECAST
1998 1999 2000 2001 2002 2003
TEN GUIDING PRINCIPLES FOR
THE MOBILE INTERNET
1. The internet experience on mobile networks will be different from
the internet experience on fixed networks.
2. Unlike the fixed Internet world, it is expected that most
mobile customers will be prepared to pay to access
many of the services.
3. Mobile data services will always expand directly in
proportion to the bandwidth available
4. The mobile internet experience will seek to use capacity efficiently.
5. The more bandwidth a specific service uses, the higher its price.
6. Pricing and revenues for mobile data services per unit of capacity
will be greater than voice.
7. Mobile data has the potential, to be highly profitable as a marginal
contributor to EBITDA (over 50%) for mobile operators.
8. Customer retention will be the key driver
9. Crucially, mobile operators have a fantastic oppertunity to
Dominate the wireless ISP (WISP) and wireless portal market
10. Global scale will be critical
Source: Golman Sachs