2012 Mobile and Emerging Technology Planning Guide

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Jun 24, 2012 (5 years and 29 days ago)

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Tech Chops | Business Cred
2012 Mobile and Emerging Technology
Planning Guide
Developing an Enterprise Approach
to the Multichannel Customer
B
y
M
att
C
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, M
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h
ewitt
, a
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and
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ranCesConi
2
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
2012 Mobile and
Emerging Technology
Planning Guide
B
y
M
att
C
hisholM
, M
ark
h
ewitt
,

a
daM
s
taChelek
,
and
a
leC
F
ranCesConi

Executive Summary
Organizations face a proliferation of customer channels including
desktop, smart phones, tablets, media players, and connected
TVs. Multi-channel challenges include understanding customer
expectations, cost-effective software development, team man-
agement, asset management, realigning existing processes and
exposing back-end systems. Security, hosting, architecture, pro-
cesses, and testing all have to be considered.
The good news is that the cost to build multi-channel apps has
rapidly decreased. Using the right tools, techniques and pro-
cess it no longer takes years to develop, but rather weeks. Large
organizations need to create start-up energy to compete in their
changing marketplace by optimizing internal capabilities and en-
couraging intrinsic motivation.
In this guide, Cantina will outline a vision for how emerging tech-
nologies will change the landscape in 2012. We offer a set of
strategic planning insights to help design a successful emerging
technology strategy and plan. Included are practical steps to take
now to meet the challenges of 2012.
Organizations
face a
proliferation
of customer
channels
including
desktop, smart
phones, tablets,
media players,
and
connected TVs
3
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
The Vision:
Identify the Pain Points for 2012
Trends in platforms, technology, and adoption
In 2011 the pace of technological change continued to acceler-
ate. New technologies arrived and formerly niche technologies
achieved mainstream adoption. Below are several of the major
trends Cantina sees evolving over the next 12-18 months.
New Emerging Technologies Change the Game Again
New emerging technologies will appear and be adopted by cus-
tomers; businesses will need
to respond with a strategy to
adopt, adapt or work around
them. It’s nearly impossible
to predict what technologies
will achieve traction, but it
is possible to be prepared
to adapt to fast moving
challenges.
Niche Technologies
Adopted by the Mainstream
2011 saw the standards,
interfaces, and associated
technologies that loosely
define HTML 5 solidify and
mature. This was accompa-
nied by the rapid decline of
Flash, the long-reigning tech-
nology of choice for build-
ing web sites and apps with
rich interactivity and video.
In 2012 HTML5 will become
the de facto standard for
web development efforts and
best practices will evolve.
Feature
Avoid for
Now
Use with
Caution
Use it
Today
HTML5 Audio X
HTML5 Video X
Web Storage X
Web SQL DB X
Indexed DB X
Data URLs X
HTML5 Data Attributes X
Geolocation X
Web Workers X
Web Sockets X
Servers-Sent Events X
Canvas (2D) X
Canvas (3D/WebGL) X
SVG X
SVG Filters X
CSS3 Animations X
CSS3 Multiple Backgrounds X
CSS3 Transitions X
4
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
Cloud technology has been widely adopted and can lower the
cost to maintain, host, test and scale sites and apps. A few years
ago building a new site required dedicated synchronized servers
that could take weeks to configure. This same configuration can
now be launched to the cloud in a matter of minutes.
Keeping Up with an Agile Approach to Technology
In the mobile app-enabled business environment getting to mar-
ket quickly is critical. Agile development processes are helping
companies rapidly redefine their software architecture to meet
new business challenges.
Cantina has seen that incorporation of iterative development
principles into the project management process results in a final
product that not only better addresses business needs, but yields
a working product for early review. Field testing functional proto-
types and revisions provide actionable feedback that cannot be
obtained otherwise.
Responsive Design Becomes a Best Practice
Responsive design is a design approach that results in device-
independent web site and app development. By designing appli-
cations that respond to a given device’s dimensions and capabili-
ties customers are provided a tailored user experience optimized
for the given form factor. Compared to multi-platform native app
development, savings achieved from responsively designed, ap-
plication development can be substantial with greater potential for
positive ROI.
Mobile Enablement of Enterprise Apps
As apps continue to capture customer attention, mobile deliv-
ery of content and services has become an enterprise initiative.
Organizations are discovering that they own a growing number
of sand-boxed native apps and web-app development projects.
Redeveloping seemingly simple enterprise apps such as a retail
store-finder can yield major benefits in terms of user experience,
adoption, maintenance and profitability.
By designing
applications that
respond to a
given device’s
dimensions and
capabilities each
user is provided
with a tailored
user experience
optimized for
the given form
factor
5
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
Exposing Back End Legacy Systems
In order to take full advantage of the new Open Web paradigm,
back-end services must provide accessible APIs. By building flex-
ible web services, businesses and their partners can more easily
develop new applications. This enables easy access to an organi-
zation’s information and services for both internally and external-
facing apps for iPads, smart phones and other channels.
Video Becomes a Mainstream Communication Channel
Cantina sees video continuing to increase in importance as a tool
for marketing and sales communication, support and internal
corporate communications. Organizations have important choices
to make about their online video provider (OVP) partners such
as Brightcove and third party platforms such as YouTube. Secu-
rity, management and reporting are key factors to consider when
managing video content as a critical corporate asset.
Strategic Insight: Build a Plan Using
Best Practice Tools
Guidance for mobile, video and emerging technology
Organizations that are succeeding in the new economy are
actively listening to what their customers want and designing
experiences to satisfy those needs. The brand experience will
take place in the channels the audience desires, so business
objectives must take into account those channels, platforms and
devices.
The good news is that the tools and techniques needed to de-
velop a solid strategic framework for delivering a consistent brand
experience across multiple devices are available. Most business
can get to where they need to be with a combination of in-house
expertise and outside partnerships.
Audience Analysis is Required
Marketing leaders have long employed user experience best
practices to design web experiences to meet their custom-
Organizations
that are
succeeding
in the new
economy are
actively listening
to what their
customers want
and designing
experiences to
satisfy those
needs
6
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
ers needs and to promote desired behaviors. These same
insights, based on qualitative and quantitative ethnographic
audience analysis, are applicable to this new mobile land-
scape, but are often neglected. Customers are demanding
more from their online brand experiences and are adopting
devices more quickly than ever before. Understand your au-
dience and create an experience that delights them.
Implement Responsive Design
Responsive design maximizes reach while minimizing invest-
ment. Designing a singular adaptive user experience that
scales to the broad spectrum of connected devices reduces
the need for a unique design for each platform. New mo-
bile devices regularly enter the market. Although they all are
supported by different native technologies and distribution
channels, they all have one thing in common: support for the
latest standards-based web technologies such as HTML5,
CSS3, and JavaScript. Applying a disciplined responsive
design approach to your next site or application redesign is
a sound, “future-proof” approach that produces a single user
experience which displays effectively across a wide array of
devices.
Technology Enables the Customer-Centric Solution
Lead with a great customer experience, not with technology.
It’s true that technology choice is a key decision, but it must
be driven by research that identifies customer needs, analyz-
es gaps and discovers opportunities. Planning a solution that
will satisfy these needs will provide an optimal experience
for the customer and maximize ROI for the organization. We
think of technology as the “final mile” in the solution devel-
opment process, not the final product.
Experience Matters for Internal Teams and External
Partners
The rapidly evolving nature of the marketing technology
landscape is causing too many stakeholders to adopt fast-
follower behaviors, such as mimicking competitor’s apps
7
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
which results in a poor customer experience and business results
that are not achieved.
While the technologies may be new, there are familiar business
problems and strategic patterns used to solve them. Assemble a
team of insiders and, where appropriate, external partners who
have both business experience and first-hand technical skills.
Practical Recommendations: Get
Ready to Engage with Your Customer
What your organization should be prepared to do
Entire industries are transforming, and doing so quickly. Here are
steps your organization should follow to maximize its proactive
response to emerging technologies.
Find an Internal Change Agent
Most organizations have a clear understanding of who “owns”
interactive assets, but when it comes to making significant
changes, which often have broad organizational implications, it is
important to re-evaluate ownership and to identify change agents
to own key strategic projects.
Review Your Business Requirements
Having clear business objectives will help focus business require-
ments for 2012 technology initiatives. Business objectives are
fulfilled when customers are satisfied by their online and channel
brand experience. Organizations have an opportunity to differenti-
ate themselves now by aligning their services and offerings with
customer expectations.
Review Internal and External Analytics Strategy
Organizations should review and revise their analytics strategy
to incorporate key metrics of their next-generation technology
efforts to enable comparisons with previous efforts. In addition,
evaluating and benchmarking against competitors’ technology
initiatives can yield valuable insights, influence future strategy and
help guide investment decisions.
Organizations
have an
opportunity to
differentiate
themselves
now by aligning
their services
and offerings
with customer
expectations
8
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
Review In-House Staff and Technology Assets
Organizations must also evaluate their internal capabilities and re-
sources. As the rapidly changing technology landscape continues
to expand and fragment, in-house IT and development teams of-
ten find it difficult to stay current with the latest technologies and
development best practices given their workload, project sched-
ules, changing priorities, maintenance and compliance activities.
Many businesses are finding themselves saddled with a growing
set of apps, sites, Flash-based solutions and other services that
have been developed by different divisions and external vendors.
These are often ill-equipped to adapt to the rapidly changing
landscape of mobile customer engagement, and lack interop-
erability. In many cases back-end systems were designed for
specific projects without consideration for reuse and accessibility
across the enterprise.
Technology teams are running leaner than ever before and rarely
have the time to advance to next generation technology on their
own. During project assessments Cantina teams often conduct
gap analysis to identify whether the client’s current set of tech-
nology assets can meet the needs of their organization, or
whether a new strategy must be adopted.
Decisive Action Required Now for 2012
The clock is ticking and 2012 is on the horizon. Analyst
organizations such as Forrester and Gartner predict
that businesses have between 6-15 months to meet
the technology demands of their customers as they
adopt new channels of behavior and demand
greater interactivity. By focusing on customer
needs, business objectives, corporate strate-
gy, and technology implementation, organiza-
tions that act now will keep pace with, or even
surpass, their competition.
9
Tech Chops | Business Cred
15 Cypress St., #200, Newton Center, MA 02459 | info@cantina.co | cantina.co | 1-800-775-2714
Contact Cantina for Further
Information and Assistance
Large enterprises find themselves stretched to maintain their cur-
rent technology, and yet find it necessary to leapfrog ahead to the
next generation of platforms and devices. To get to that next level
many businesses bring in an outside partner like Cantina to help
evaluate their current status, develop a strategic framework and
implement new technology.
Whether you leverage internal experts or third party firms like
Cantina, marketing leaders need to engage experienced experts
to help shape their 2012 customer-centric strategy. Bringing the
voice of the customer into the planning process is more critical
now than it has ever been given the speed of change, and the
adoption of new devices. The time for start up thinking in the
enterprise is now.