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EXPERT COMMENT: Mubaloo CEO on enterprise apps boosting employee productivity
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After selling Mason Zimbler, the digital marketing agency he founded and ran in January 2008, Mark Mason set up Mubaloo to offer businesses mobile strategic consultancy and bespoke mobile apps for smartphones and tablets. Mubaloo works closely with large corporations, agencies and system integrators to develop native and web apps aimed to improve internal business processes and customer interaction.
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The growth of mobile devices coupled with the expansion of cloud computing and advances in mobile device security has brought with it a wave of change throughout enterprises globally. When Apple launched the iPhone 4S back in October, it said its research shows that more than 90% of Fortune 500 companies are deploying or testing iPhone and iPads.
Mobile applications are no longer confined to marketing campaigns and customer engagement strategies, but in fact leading brands globally are considering how they can apply bespoke applications to their business to improve productivity and streamline processes, as well as for training purposes, communication and sales and presentation tools.
For example, various airlines are deploying iPads in the cockpits to replace heavy, paper-based flight bags. Hospitals across the UK are using bespoke applications to communicate and prioritise patient information. And logistics companies are using smartphone apps to push and pull jobs, track locations, and monitor deliveries.
When considering app development, businesses should define their expectations. This should include having key metrics in place to enable businesses to monitor and analyse the value of any application. Apps tend to be developed in phases, so businesses should cater for this when setting expectations. These phases should take into account end-user feedback to continuously improve the ease of use and overall value of the single application to that user and the investing business.Where possible we would always encourage the development of an initial prototype to enable user testing and make sure the app can fulfil the initial expectations of the user and the business in the longer term.
As with any project an enterprise app needs to be scoped thoroughly. Too often at Mubaloo we see ‘scope creep’ where businesses try and combine into one app what is essentially a number of apps, all with different functionalities and users. Less can often be more when it comes to mobile applications, and an app that tries to fulfil the needs of too many different users can often end up adding little value to any.
Businesses need to consider their internal infrastructure. Are the web services or back office systems ready for the application? Does the business have network and server capacity? We see a lot of delays caused and project costs needing to be inflated due to companies not having their internal infrastructure in place.
A really hot topic in the mobile enterprise space at the moment, and one that enterprises need to consider, is ‘bring your own device’ or ‘BYOD’. With improving levels of security across platforms, in addition to the cost savings BYOD can lead to for businesses, many are exploring the option of having bespoke apps developed for use on employee’s own devices. Obviously there are considerations; employees are likely to have a whole range of different handsets and whilst a business may benefit from increased satisfaction through the employee using their platform of choice, any app being developed would need to work across various platforms. Businesses will need to consider the management of the apps on personal devices and how employees may react to having these apps on their personal devices. Other considerations include OS support, software deployment, data segregation (personal and corporate data) and how the apps can be secured via complex passwords and remote device wiping.
Mobile security is a key consideration and whether a business opts for BYOD or enterprise-owned devices, businesses need to make sure their devices, and the applications on the devices, are sufficiently protected against potential security risks.
Mobile enterprise applications are enabling businesses to maximise employee productivity regardless of the location or time, bringing to reality a truly mobile workforce. But, more than that, they are actually enhancing business processes and giving companies a real competitive edge. Be it through a beautiful and interactive presentation app, a cost-saving employee communication app, or dashboard app that gives an overview of real-time business information; there are many guises in which the value of bespoke enterprise applications can be realised within businesses. Business leaders need to consider how to make the most of mobile devices within their organisation, and the value bespoke applications may be able to add.
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