1. Jill M. Forrester Director, Enterprise Systems Dickinson College Library and Information Services Enterprise Mobile Technologies Best Practices 1

2. What we will cover… What are today’s challenges in mobile services support and delivery? How can we identify what mobile services we should be providing and supporting? How should we be providing these services? Can we ensure security? How do we measure our success and identify opportunities for improvement? 2

3. Changing Times… 3

4. http://blog.nielsen.com/nielsenwire/online_mobile/factsheet-the-u-s-media-universe/ 4

5. Mobile Technologies Challenges Meeting consumer expectations Vendors unprepared Limited technology resources Security challenges Measuring success 5

6. Know your consumer Who will be using your services? It is the individual who is mobile! What is the expected experience level? StudentsAlumni FacultyParents AdministratorsVisitors NoviceExpert 6

7. Know your consumer How will your services be used? Short periods of focus Face interruptions Have a specific goal When will your services be used? At home Waiting in lines or for appointments Commuting to class or work Shopping Watching TV Miscellaneous downtime 7

8. Know your consumer What services do they want? Ask! A little research goes a long way Surveys Focus groups Observe Utilize existing service metrics Popular portal channels/web services Popular web pages Conduct a peer review 8

9. Know your environment Device Type Characterizations Smart PhoneTabletWeb Thumbs OnlyTouching and viewingThe default experience (for now…) Most common and critical tasks (micro-tasking) Consumption and collaboration: reading, watching, listening The kitchen sink: typing, working in multiple apps, entertainment, or serious work Duration: <3 minutesDuration: <30 minutesDuration is not a major factor Assume interruption Interruptions are not a major factor Provide relevant information quickly. Keep it simple and readable. Quick completion. Provide ability to drill-down, swipe, or surf for additional information or features. Take advantage of screen size. Provide a full-feature set. Use Conditions: Anywhere and anytime! Use conditions: Slightly more controlled environment than smart phone … but not by much! Use conditions: home, office, etc. 9

10. Know your environment Not just the miniaturization of IT Multi-sensory Seeing (camera, screen) Tactile (touchscreen, buttons) Vocal (microphone, speaker) Location aware 10

11. Know your environment BYOD Era Consumer driven Many choices (more each day) IT Concerns Support Training Security 11

12. Know your resources Increased demand for IT resources Leadership (strategic and tactical) Training Support Development Systems Options available Build internal skill set Vendor provided options Outsourcing Available frameworks Community resources 12

13. Know your resources The reality … Identify limitations Be agile (planning and development) Build for scalability Plan for frequent updates Strive for excellence. Not perfection. Build a mobile culture Device familiarity Design for mobile 13

14. Focus on outcomes Examples Our students will have access to personalized class schedules. Our faculty members will have access to his/her class location and registrant information. Our admissions counselors will be able to showcase sample lectures at a high school visit. Our visitors will be able take a self-guided tour and learn about important places and events on campus. Our advancement officers will be able to use a multi-media presentation to showcase the building of our new athletic facility. 14

15. Focus on outcomes Take a user-first approach Take time to learn the business goals Not just about your app TXT/SMS Email Phone Camera Browser Be accessible! 15

16. Focus on outcomes Consider native and web apps Need mobile-focused tools Provide a unified device presence for a select group of users (single department) Rapidly changing landscape Organization and presentation of services will impact the outcome Proliferation of apps and services Plan to provide for personalized and prioritized access to offered services Pre-defined tile-sets based on self-identified role Self-selected tile-sets 16

17. Promote security Protect critical data and ensure compliance Similar security threats as desktop computing but much easier to lose while on-the-go! taxi restaurant table store shelf how about you? Educate your community Mobile cyber threats Privacy concerns Awareness of protecting data 17

18. Promote security Consider access requirements based on an acceptable use policy Encryption Authentication (device password) Remote Wipe App black-list Challenge: How to enforce? IT Measures Require authentication for secure data access Set up a lost-phone hotline Firewall and other network controls 18

19. Measure what matters What makes an app successful? It’s not just the number of downloads! Make use of web analytics to measure what matters – learn from the past 15 years! Mobile Analytics: Key Performance Indicators Usage Are people finding and using your application? Reflects awareness and interest Engagement How engaged and loyal are your users? Reflects value of function and service 19

20. Measure what matters Mobile Analytics: Key Performance Indicators Purpose Are they engaging in high value activities? Measure reflects goal/purpose has been achieved Retention How do we retain customers and encourage usage? Measure reflects app’s relevance and usefulness 20

21. Measure what matters UsageEngagementPurposeRetention Total DownloadsFrequency of VisitAudience characteristics Stickiness App UsersDepth of VisitUser activitiesFeedback Active User RateDuration New UsersBounce Rate Example Total Downloads: 10,000 Losing audience … look at new users to see if you are staying ahead of attrition! March 2011April 2011May 2011 App Users4,0003,0002,500 Active User Rate40%30%25% 21

22. In Summary Consumer, consumer, consumer! Embrace the mobile ecosystem Leverage your resources Identify outcomes that utilize mobile services Promote security awareness and address concerns Plan to measure 22

23. Thank you! Jill M. Forrester Director, Enterprise Systems forrestj@dickinson.edu Dickinson College Library and Information Services 23