The New IBM MobileFirst Platform
I just attended the Mobile Enterprise Keynote called ‘Unlock the Transformational Value of Your Mobile Apps’. The session started with some interesting statistics on mobile in general:
Mobile data usage will grow from 2.5 Exabyte per month in 2014 to 25 Exabyte per month in 2019
85% of companies have an mobile application backlog of 20 applications
50% of customers will switch brand if there is a data breach.
There is obviously of lot of opportunity in the Mobile Enterprise market and yes, of course, good security is critical. But when is a Mobile application not just another Mobile application?
The Transformational Value of a Mobile app
IBM invited 4 speakers from various organizations (Comdata, Bancroft, Kohl and ICICI Bank) on stage to share their stories on how their mobile application transformed the way they worked.
Although all of the stories were very inspiring I will share two of the most (I think) inspiring stories with you.
Comdata
Comdata is a leader in Payment Innovation that wanted to create a fleet Mobile application for fleets using their Comdata Cards:
Fleet Management Landscape
In the first version(s) of the Mobile application they collected all kinds of metrics so that they could analyze the data later. They also used gamification in the Mobile application to motivate the drivers to drive as economical as possible. What they found out after analyzing all that data is that 54% of the drivers could have paid less at the pump!
Importance of Data
The current version of their Mobile application takes freight weight, bridges, tolls and detours into account as well as the drivers personal preference and based on all that, calculates the optimal route for the driver. It does all this in real-time! The Mobile application is a success for the company because the drivers love to use it. The fact that the application is highly customizable by the user is very important for the user experience (and acceptance).
Comdata did not just built a Mobile app: they build a Mobile application that changed the way the user (the driver) works. They also made a consumer version of the application which can be found here.
ICICI Bank
ICICI Bank is an Indian multinational banking and financial services company headquartered in Mumbai, Maharashtra, India. As of 2014 it is the second largest bank in India. Research indicated that end 2015 India will have more mobile users than the US has. The majority of those mobile users are young people. In order to reach those users the ICICI Bank created a Mobile Application called ‘Pockets’.
Pockets is India its first digital bank. It can be used to book movie tickets, pay the bills and is accepted on all Indian websites. It also offers some unique social features:
Split n share: It allows customers to split and track group expenses and share them with friends on Facebook. The app also gives the customer the option of sending messages to remind friends on pending payments.
Pay a friend: It allows customers to transfer funds to their friends without knowing their bank account details like account number, bank branch, branch IFSC code etc. Through this facility, customers can create electronic coupons that can be redeemed by their friends on the bank website.
This application is also highly customizable by the user, the whole look and feel can be changed. ICICI did not just build ‘a Mobile application’ but India its first digital bank!
How to create a transformational app
According to the IBM speaker, in order to create transformational apps like the ones described in the stories you need to have answers for the following questions:
What is your vision?
What capabilities are needed?
How do you create a differentiated experience?
How do you protect, optimize and ready the solution?
The new IBM MobileFirst Platform is the default answer to the last question of course More seriously, did you create a transformational Mobile application already? How did it create a differentiating experience? Let me know in the comment section below.
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