Quantifying Kick-Ass ROI from Social & Mobile User Experiences in the Enterprises
Paul Brody
February 6, 2013

Date: February 6, 2013
Paul Brody — IBM

Thanks to mobile device and social networks, enterprise computing stands at the start of the biggest revolution in computing since the transition to client-server. Tablets and smartphones are not laptops with small screens and no keyboards, yet that is how enterprise IT executives persist in treating them. In fact, to fully grasp the potential of these devices, enterprises will need to re-image every business process and user experience in the enterprise. This will be expensive, but when done correctly, the ROI will indeed kick-ass. This talk will address some of the challenges facing companies in thinking about the social, mobile web and how to approach user experience and business process design to achieve kick-ass ROI.

About the Speaker
Since 2002, Paul Brody (@pbrody) has served as a Partner with IBM Global Business Services and Global Lead, Electronics Industry Strategy Practice, and has led engagements with leading electronics companies in the US, Europe, and Asia Pacific. Brody has worked extensively with business strategy, supply chain management and product life cycle management, including planning and scheduling, logistics, and procurement solutions.

?Prior to IBM, he held senior supply chain executive positions at ClearCross and i2 Technologies. He has also been a consultant with McKinsey & Co., primarily in the high-tech electronics sector in the United States and across the Asia Pacific region. Brody began his career at Mobile Telecommunications Services Ltd., where he developed marketing programs for one of Africa’s first mobile cellular systems, turning the company into a national brand name. He holds a B.A. in Economics, and a Certificate in African Studies, from Princeton University.

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One Response to Quantifying Kick-Ass ROI from Social & Mobile User Experiences in the Enterprises
Paul Brody
February 6, 2013

  1. cHi CoMMpDx March 17, 2019 at 8:31 pm #

    Notes by Rob Wilcox
    CHIFOO Paul Brody

    VP and Global Industry Leader IBM Electronics

    Quantifying ROI from Social and Mobile

    -Enterprise Leadership>Consumer Leadership
    -If You Can’t Beat ‘em Join Em
    -Quantifiable ROI
    -What DoesThe Future Look Like?

    (designed UX for an online movie company startup)

    PC last business-driven IT innovation (with a great UX??)
    Enterprise owns device and UX
    Infrastructure optimized for security not productivity

    IBM Data

    2002-2004 200m PC’s/yr
    2006 Blackberries
    2012 Tablets & Mobile Phones dominate shipped devices

    200000/435000 employees are mobile
    120000 mobile devices
    80000 BYOD!

    Internal blogs by employees instructed “How to connect your iPhone to the network without IT”

    Corporate culture driven by personal experimentation. All employees have Windows admin. LINUX desktop failed, but mobile has been successful

    Pixxa graph – IBM growth 1914-2011. Growth paused after 1989, inflation corrected.
    Resulted in Gerstner focus on services and ROI
    Business model transformation – SW & Services, less focus on HW (mainframes; pc unit sold to Lenovo, where it is successful)

    Shift from multinational > global integration with local authority. Much more efficient.

    Working on their own business process design

    Classic structure:

    Social and Mobile break and shortcut all these processes
    Social Networking destroys hierarchy and linearity

    Example Pebble Watch
    Idea>Kickstarter>Cash>Product>Marketing $10M raised
    Why can’t a large multinational do the same thing on Kickstarter? – coming this year!

    Hardware business: large companies building their own open source HW (servers, network equipment, data centers) and recruiting programmers using social media to build-adapt open source software components

    Amazon more important than SUN in the HW ecosystem

    Changes how we build services? Using apps in the cloud
    Smartphones are not tiny laptops…

    ROI – 4 drivers, 4 guidelines
    -User productivity – data entry time; decision-making time; reduced capital
    -Cycle time compression – close the loop from anywhere anytime
    -Asset utilization – most idle most of the time; make it a pool – book, use, release.
    -Your phone is a sensor – could automatically release resources as you leave

    Example ROI on mobile devices vs laptops in turning up cell sites
    Use camera on phone on read part barcodes, GPS to connect to site location = no data entry time and errors

    IBM has 80% BYOD goal by 2015, but will require all business processes to be redesigned

    -Integration, no data entry, context automatic, set up time zero. Integration provides value, paranoid security does not
    -Automated – automated actions, learning example: Nest Thermostat; podcast automation Downcast
    -Social – establish and maintain client and peer relationships as they go from company to company. What if it was pushed to you based on context?
    -Invisible – show up when they are needed, disappear otherwise

    What does the future look like?

    Enterprise will look like consumer world today
    If this then that website… automation. Starting to connect Internet of things
    AirBnB – underutilized asset when vacant, how would that apply to business? Renterprise economy
    Enterprises deploying app stores. IBM Technology Adoption Program – employee developed apps. Pay with Square – what are the enterprise analogs?
    The IBM app store showed the shift from Blackberries to iPhones. 1800 apps in the IBM app store now. Could publish them into public app stores as PR.
    Pull and popularity has an impact.

    -Consumers leading mobile transformation
    -Social and mobile drives ROI
    -Great experiences in enterprise mirrors consumer
    -Reduce control and increase adaptability

    Responsive design paradigm?
    Any sufficiently evolved UX is no UX. There when you need it, otherwise invisible

    How do your systems know when to be there and when to disappear?
    Shotkick – sound sensor/ location
    IPad app – conversational understanding with Wikipedia pulls in background based on context
    Placeme – geodata publishing to Evernote “private”
    Example – Ifthisthenthat – fitbit sensor – too little workout>shutoff laptop

    Enterprise security?
    IBM corporate value – trust and personal responsibility. Interacts with guidelines that don’t prevent innovation
    Skeptical about the level of security put on IP
    Protect IP vs innovate continuously (be afraid of companies that don’t steal IP – they are working on innovation) Example of high security = indicator of how company got the IP from others by stealing, not the value of their own internally developed IP

    Complexity? Planned Obsolescence?
    Complexity kills productivity. Facebook as LDAP for the planet? Most invisible = most essential

    Control? Turn off location etc.?
    We have not achieved a good balance on privacy. Consumers do punish abuse.

    Admin rights on devices?
    Example: whole disk encryption implemented & enterprise recovery key, not shared with 3rd party, mac user problem. Created their own SW with IBM key not Apple key, developed by volunteer users.
    @IBM_Electronics (the business)

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