To be a modern application today, it seems they must have social, mobile and analytic capabilities. As companies strive for greater flexibility for both for their employees as well as their business model, on-the-road access to corporate information is an expectation. The BYOD movement takes it a step further and places the application delivery on employee selected hardware -- another level of flexibility.
These expectation changes are taking place within the existing application portfolio, as well as expanding into the thin-air of marketing strategies and non-traditional IT solutions. Most businesses have a search underway for additional techniques that can drive strategic business process changes, shifting the behavior of employees, partners and consumers. Gamification being one of those…
The consumers of today increasingly access social networks on mobile devices that are rarely in the control of the business. Sentiment analysis of public forums and the aggregation of that information with demand creation systems like for promotions, product feedback… can provide significant insight into the view of the consumers of products and services. As the shift in how mobile devices are used, a greater contextual understanding of the consumer and their interaction can be gained further refining an organizations understanding of their consumer base.
Some people ask why all this detailed analysis is needed? Is there something different about business today than in the past? I state that it is the “need for speed”, since the lifespan of products (let alone companies) is steadily declining. Any way to squeak out a bit more life or revenue is becoming important.
If an organization can develop a support network on the Internet (or within a large company) engage customers and build communities – all the better. This means that products that are flexible, configurable and able to integrate into other business systems have a definite advantage. Do you look at your systems from an integration point of view?
There is another change underway at the foundations of how mobile devices are used. Flurry reports that mobile time consumption on social networks increased by 60% between Q1 2011 and Q1 2012. This is significant because gaming and entertainment have always been a key focus for mobile apps and now people are using their devices for more serious concerns.
For those organizations exploring this space, there are great possibilities, but it will be important to ensure that each application provides a real, cost-effective benefit. Know what you expect and then measure against it. If you see something different, at least you learned something. If you confirmed your expectations, you’ve move to validation from supposition.