Selling the idea of mobile to senior executives

Mark MorrellIntranet Pioneer

Agenda

• The right senior executives• The right approach• Mobile strategy• Mobile experience• Mobile benefits

My background

• As BT intranet manager, I transformed the intranet into a digital workplace that you could use anywhere, any time, with any device.

• Since leaving BT I help other organisations to:– develop strategies– build governance frameworks that cover:

• Roles and responsibilities• Standards based on business and mobile users’ needs• Guidance, support, and training

• Give a great mobile user experience

Source: iPad-Using Medvedev Offered BlackBerry Tablet blogs.wsj.com

Boys with new toys?

Who are the right senior executives?

• You need to identify the senior people who:– Will be affected most– Will be most influential

• They may not be the most obvious person• Who do you need to build a relationship with?• Without their ‘buy-in’ your ideas for mobile

will go nowhere fast and just stay as ideas

What is the wrong approach?

• Without a detailed plan you believe is achievable you will:– Fall at the first hurdle – Show no confidence it will happen– Have little credibility

• Senior executives see you as a time-waster

Which Mobile Approach Is Right for You? www.marketingprofs.com

The right approach

Have a proposal you can discuss with your stakeholders including:– What you are aiming to do– Why you believe in it– What the scope is– What your priorities are– When it will be implemented

“The oldest and strongest emotion of mankind is fear, and the oldest and strongest kind of fear is fear of the unknown”H.P. Lovecraft, Supernatural Horror in Literature

Fear of the unknown

Research what other organisations have done:– Successful examples of mobile adoption– Competitors who are ahead of you with mobile– Lessons to learn where mobile hasn’t worked– Prepare what you are going to share– Prepare how you will approach stakeholders

Mobile strategy

• Align it with other strategies• Show where, how, when and what will be

used• Agree short, medium, and long term priorities• Quick wins, biggest impact, most savings• Resources and funding to deliver it• Clear ownership on who makes the decisions• Review and measure benefits

How will you implement it?

• Show how your idea will become reality• Don’t be too aspirational• Inspire people by showing how it can be done• Get approval for funding and resources• Decide who will lead the project• Review progress and measure benefits

Benefits of mobile working

Bazaarvoice Handbook for Mobile Design - mobile.bazaarvoice.com

Choice of mobile devices

WikiMatrix: ThoughtFarmer Features - www.wikimatrix.org

Tasks, comments, media

Mobile collaboration and applications development - www-304.ibm.com

Tracking IBM sales

People finder

A great mobile experience

• A mobile strategy aligned to business needs• Supported by a governance framework• Help match people’s needs with right mobile

device• Research and test changes with mobile users• Get the infrastructure in place• Standards for security, usability and BYOD• Policy for mobile use based on business needs

The Ten Commandments of a Great Mobile User Experience - blog.teamtreehouse.com

Great mobile user experience

Benefits of mobile

• Show benefits of people using and being more mobile.

• Benefits on the bottom line are taken more seriously:– Reduced office space as you work from different places – Increased productivity as you avoid delay using PC in

office– Reduced travel costs as you share online, on calls, on

video – More flexibility to balance personal life with work– Better customer service, quicker product launch

Thank you

Blog: intranet-pioneer.comTwitter: @markmorrell

Email: mark@intranet-pioneer.com