ORACLE by ewghwehws


									 Why Mobile Your Business?

   Professor Jason C.H. Chen
School of Business Administration
       Gonzaga University
       Spokane, WA 99258
                   What’s in IT for Me?
For Accounting
  Information systems capture, organize,
   analyze, and disseminate data and
   information throughout modern organizations
For Finance
  Information systems turn financial world on
   speed, volume, and accuracy of information

   What’s in IT for Me? (continued …)

 For Marketing
  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
   job seeker
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
                                                        5    N
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 anyplace,
  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
 stronger partnerships.
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
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 Internet
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.
                      Why m-Business?
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
   costs, and
  improve professional and personal
                          Mobile Benefits

Anytime, anywhere access to information
 presents incredible opportunity for business.
  increases business volume,
  improves customer relationships,
  leverages existing infrastructure investments,
  streamlines internal processes.
                                                    15   N
            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
JP Morgan


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

                                         20 N
    1. Maximize investment in current
          information infrastructure.

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
 business opportunities.

 Examples of business information extended to
                                Mobile Users

 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
  items.                                                      22
                                        Cost Savings
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.
Increase productivity
  it can increase field staff productivity and reduce costs
   by streamlining operational efficiency.
                                                           24   N
                   Mobile Opportunities
Business in almost any industry want the anytime,
 anywhere benefit of mobility to create new
 business opportunities.
   Communications (Field Service and Repair)
   Real Estate
   Retail, Transportation
   Food & Beverage, Insurance
   Restaurant/Food Service                           N
     Mobilization as a key competitive
                     and ROI strategy

E-mail (59%)
Internet Access (11%)
Intranet Access (13%)
SFA (Sales Force Automation) (11%)
Other (6%)

 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.
                                               ROI List
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
    service.                                                   N
            Working From a Mobilization Checklist
Decide exactly what problems it hopes to solve by using a
 wireless system.
   Do the planned mobile and wireless applications allow a company to
    cost-effectively connect with, manage, and share information with
    mobile workers?
   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
                   World Problems

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.

                                                         30   N
    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.

                  Mobile Considerations
Targeted effective mobile solutions require
 businesses to consider how to develop strategies
   maximizing value to the business
   decreasing time-to-market
   ensuring that the solutions can grow and scale to meet
    current and future business needs
   minimizing development costs

                            Why m-Portal?
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
 mobile applications.


                            Why m-Business?
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.
                                                          36    N
                  Mobilization: Business
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
    accelerated decision.
   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
                                                         37   N
                The Adaptive Enterprise
In the Adaptive Enterprise:
   Technology adapts to how humans work -
    pervasively, not invasively.
   Collaboration is supported at all touch points within
    the workflow.
   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
 business strategy.”

Scott Weisss, Analyst, Hurwitz Group

           Public & Proprietary Mobile Networks

                                 Integrated Development Environment

                                  mPortal Server
                                             Local          User Device Application
              Security & Authentication
                                            Balancing            Management

XMT   HTML Content        Managing Appl.            ERP Appl              RDBMS

 Content                    Communication                                      Commerce
    Application Interface      Configuration        Device Interface
          Module                 Engine                Module

                        Postal Server

              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



                                 Fixed Internet
300                              Users
                                 Mobile Internet
200                              Users


      1999 2000 2001 2002 2003


                                                              1.2 Billion


                                       760                                          Wireless

                                                                     400 million
                      6.6         15

    1998        1999        2000       2001       2002          2003

                    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

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