Four Zones of Mobile Success (or failure): Part 4, Device User

 

This is the final installment in my four-part series discussing four zones of Mobile Success.  The first post discussed the enterprise zone: the enterprise back end, including mail servers, messaging solution and directory services. The second zone is the enterprise security zone consisting of firewalls, VPN’s and reverse proxy. The third zone I covered was the Internet. All of these function as points of success or failure in mobility.

The final zone is the device user zone, which is probably the zone most prone to failures. The zone consists of the user, device, applications and the local wireless carrier. For many reasons, new devices, replacement devices, provisioning, re-provisioning with the carrier messaging system and enterprise often result in a issue and call to the help-desk. The vast majority of interactions occur in this zone, and the more interactions there are, the more opportunity for errors.

From part three of the series, the Internet Zone; data travels the course of the wireless carrier’s wire, fiber, switches and routers until it reaches a wireless tower associated with a device. Then the tower transmits the data to the device. Because a mobile device is an “always on” device, the associated tower can change and must be maintained throughout the day as you travel to different locations.

In short, the meeting notice I mentioned in part 3 leaves the enterprise and finds the first wired network on-ramp to  a devices carrier, traverses their network to the tower near the device and then wirelessly sends the meeting notice to the device.

How does all this magic happen?  When the phone or tablet is turned on, it looks for a tower to associate with.  Once that happens the carrier notes that user Juanita Doe’s device can communicate through tower XYZ, regardless of where a message traffic originates.

As for points of failure, any of the following could apply at the device level:

  • Failing device hardware
  • Battery that’s low or spent
  • Device out of coverage, weak or no signal
  • First time use or replacement, not provisioned or properly provisioned with the carrier
  • First time use or replacement, not provisioned or properly provisioned with the enterprise
  • Encryption or decryption failures, expired keys
  • Incorrect password
  • Corrupt application service books, policies or certificates on the device
  • Incompatible OS level

Below we have the complete picture of the basic mobile enterprise network again. As demonstrated by the discussion in this series, so much technology has to go right for the basics of wireless and mobile applications to work. It takes even more for an enterprise wireless strategy to be effective and successful. For a strategy to be effective it must include mobile management processes, such as procedures and tools including predictive analytics to detect problems, alert the enterprise administrators and help isolate any issues or failures in the enterprise mobile ecosystem.

As mentioned in Part 1 of the series, As an Architect in Mobility for over 17 years now, I have found this diagram and discussion to be extremely valuable tools.

I believe the 1st incarnation of this was in 2003 when an IBM colleague (Scott Symes) and I had the blackeye’s as we experienced the effects of issues in different zones.  It was BlackBerry at the time, hence we gave it the nickname of “BlackBerry Blackeye” chart.  But, as other technologies have come to market, the essentials are still true today regardless of device manufacturer, operating system or application.  The diagram has been updated and expanded reflect some of these changes as Android, IOS Devices, Messaging, Monitoring and MDM/EMM (Airwatch, IBM/Fiberlink, BlackBerry/Good, MobileIron, Tangoe, Zenprise, etc.) have come along. Others have disappeared or been consolidated.  However, the fundamental issues and the concepts remain constant.  There are many points of success and failure in a Mobile enterprise infrastructure.

A well designed, planned and implemented strategies, infrastructures and applications will prevent  lost sales due to abandoned carts, increase customer loyalty and repeat use.  Will increase employee productivity and prevent  lost investment in the failure of application adoption

In the simplest of terms, success equals good high quality uninterrupted service.  Applications that consider the diverse screen real estate and user interaction. Unresponsiveness due to back-end servers, load balancing or firewall issues, internet network congestion will be seen as the fault of and blamed on the application.

Mobile success, like beauty, is in the eye of the beholder or in this case the user.  Therefore, the success of a mobile enterprise infrastructure and whether or not you get a “black-eye” depends on how well these points of failure are understood and managed.

It’s my hope this series, revised from original publication at IBM Mobile Insights, has been and will be helpful to you.  Please leave comments below or contact me on  LinkedIn.

Enterprise Mobile Analytics, Should I care?

Often when we hear the word “Analytics” it is associated with “IBM Watson”, “Jeopardy” and the advances in cancer research and healthcare.

This article discusses Mobile analytics.  What are mobile analytics? The quick answer: done right, mobile infrastructure analytics provides an end-to-end (view of mobile user experience such that trouble areas can be easily identified and proactive steps taken to correct them.
Should you care? Yes

Note: Web Analytics is similar but traditionally assumes desktop browser access as opposed to a device which has a smaller screen.  Web analytics doesn’t address issues where a user may have had to rotate the device to see more clearly or or how often had to use fingers to enlarge an image.

Should you care about mobile analytics for the enterprise?

  • Is your enterprise planning to implement mobile applications in the near future?
  • Does your business rely on the use of mobile applications by customers?
  • Does your help desk get frequent calls about mobile apps not working?
  • Are you losing business or consumer transactions because users are having difficulty and abandoning the application or cart? Would you even know?
    If you said yes to any of the above, then yes, you should care about mobile analytics!

What does it mean to you?
Not having good analytics tools could mean losing business, money and reputation in the market. Your customers or employees may be avoiding adoption of applications because of bad experiences using your app—experiences that could be corrected and prevented using mobile infrastructure analytics.

Let’s start at the beginning. I’ve been around (some say forever) in computing for over 33 years and mobility for 17.  I’m still a bit old school, and I don’t use apps as much as folks of more recent generations.  Because I don’t use them frequently, it’s much more disturbing. Some applications seem to randomly return errors, crash and need to be opened again or even require a device reset.  When this happens, I usually delete the app and attempt to get money back where applicable. I have always held that if it’s happening to me, it can and is happening to others too.

That said,  Millennial’s have grown up with “apps”, expect them to work and may be less tolerant and less loyal to brands.

When a user deletes an app, What does this mean for the enterprise?

  • An online merchant loses customers and sales as carts are abandoned.
  • If it’s a standalone app, the app doesn’t make the sales it should or if free doesn’t get the pass-through advertising or other revenue it should.
  • If it’s an enterprise app, it is not adopted by employees and they work around it or lose productivity.

Where’s the app failure coming from?
As I wrote in a previous post, there are in the mobile infrastructure: enterprise, security, Internet, and user. All four zones must be working properly for the successful daily use of mobile devices in the enterprise. However, they are not all under the control of the enterprise, and a failure of any one of the elements in a zone can cause problems. The app on the device and the app server are only two pieces.

I can’t count the times that I’ve been handed an iPhone or iPad by a family member saying that Facebook, Pinterest, email or a shopping app isn’t working. In most cases, clearing the error message and trying again gets everything working fine. The app no longer fails, data comes back from the server, and therefore the error was in between.  Such as, the local ISP or a load balancer at the enterprise and not app or site itself but,  giving the app, app provider or IT team the black eye.  Not to mention, my having to try to explain.

We have all heard the help desk cries:

  • The app hangs or takes forever to respond!
  • The app went away and I had to reopen it!
  • I keep getting an error message!

Mobile application administrators and help desks hear these statements day in and day out. At any point of failure, even those outside the control of mobile IT, the app gets the blame because the user’s perception is that the application or server isn’t working. Until recently, enterprises had no end-to-end view of how an app was performing or if something was causing it to fail to perform in the users’ eyes.

Where mobile infrastructure analytics can help
Mobile infrastructure analytics provides an end-to-end view of the infrastructure supporting your mobile application. This includes tracking things like

  • The overall user experience
  • How long users stay on a page, what they search for and add to the cart
  • Whether they have to rotate the screen or expand or shrink the view
  • Whether they buy or abandon the cart, where they abandon from, and whether they return to it
  • Whether smartphones abandon more than tablets

All of this data and much more can be collected and and presented grapically to help companies understand the mobile user experience and provide insights for improvement.

Mobile infrastructure analytics correlates the errors seen by the user to events and errors in the infrastructure allowing administrators to proactively respond, correct and prevent additional issues. Mobile analytics predictive capabilities can generate alerts that a problem is coming, and administrators can stake actions to prevent users from ever being effected.

This is what mobile analytics means and why you should care.

How to learn more and get started
Want to know more about mobile analytics and how tools can provide actionable insights into your mobile application infrastructure, performance and your customer or employee user experiences? I suggest a look at the following links for more information:

Hopefully you now have a better understanding of mobile analytics and why it’s important for the enterprise. If you have more questions about the value of analytics, leave a comment.

Analytics, Mobile Infrastructure Analytics Demystified

Analytics, Mobile Analytics, oh my!  High-level math, double oh my!  Add infrastructure, and you’re probably thinking, “Get me out of here… or bring in the science guy!”

In fact, there is no reason to shy away from the topic of analytics, and I will tell you why. First, believe it or not, you already understand analytics. How is that? Let’s take a look at some analogies that provide an easy way to relate the concept, starting with sports.

Four analytics analogies

  1. As a kid, did you ever have to choose sides for a game of soccer, football or dodgeball?  Well, you or the captain used analytics to pick players. The data points were assumptions—right or wrong—based on individuals’ gender, size, strength, speed and past game experience. In essence, you were performing analytics with real or simulated data and associated attributes to pick players.
  2. Or think about the draft in fantasy football. Why do you pick players? Because of their stats. You know the rules and how points are assigned from play each week. Midseason trades too—these are all based on analytics.
  3. How did you choose your last car among the various alternatives? Gas mileage? Reputation of the manufacturer? Repair history? Cost comparison? It’s all analytics!
  4. Have you ever picked up a copy of Consumer Reports to help pick out a washing machine, entertainment center, kids cereal or something else? Yup, that too is analytics.

In each of the cases above, decisions are made based on analytics. In some cases, you’re more familiar with the data; in others, you just used looked at the Harvey Balls.  (Yes, they have a name.)

In simple terms, mobile analytics is very much the same. Like choosing sides for a game, picking fantasy players, or guessing which teams will make the final four, you, your staff or trusted vendors decide what attributes of your business infrastructure relate to mobility and should be tracked and measured.

Then tools, such as IBM Tealeaf or AppDynamics, do the heavy lifting (all the math and calculations) so that you take the insights from your graphically represented customized dashboard of qualitative data instead of Harvey Balls) and transform them into actions that will improve customer experience, reduce customers abandoning the site and increase sales.

What do mobile analytics look like in real life?

Turning to a more practical example for discussion: say your company has had a website presence and maybe even a web storefront for sales. You’ve enabled it for mobile devices or even created a mobile app. Maybe you’ve also developed a mobile application for employees to conduct daily business.

The questions you need to be asking yourself are:

  • How are the employees doing?
  • Are they more productive?
  • Is the help desk getting calls?
  • Are sales increasing?
  • Is brand awareness increasing?
  • Are customers returning to the storefront, completing purchases or abandoning carts?
  • Where do they spend their time when browsing?
  • Where do they experience trouble or give up?
  • Are sales appropriately distributed across the population of device types, or are more transactions completed by tablet than phone?

This is where mobile analytics tools and services do the heavy lifting and provide you with actionable intelligence. Mobile analytics can let you know what’s working well and what is not, with specific insights to why.  In particular, for the enterprise, AppDynamics, SAS, IBM Tealeaf and Cognos , are Analytics technologies can provide dashboard graphics that can be drilled into to determine measures and quantify the data to answer your questions.

Did a customer abandon a cart because the network was slow, there was an error or they were just looking? Maybe they bailed because they couldn’t really see what they wanted on the smartphone screen. With good analytics tools and service, you can see what your customers did, when they did it and sometimes even why.

In addition to helping with user experience, IBM Infrastructure Analytics Services can correlate user events with network and back-end server logs to determine if there was slow response time or even an error that caused the user to abandon the cart or application. From the measurements, the analytics software can proactively generate alerts for infrastructure issues so they can be corrected before the customer or employee experiences a problem.

You’re already familiar with analytics!

Tealeaf CX Screen capture

There is no mystery to it. Implementing analytics mobile or otherwise for your enterprise is simply a matter of knowing the important stages of application use, what’s important important to measure, and letting the tools or a service do the heavy lifting.

 

Without additional Hardware, Software and training,  an analytics service can provide you with a graphical view of that critical data and help you correlate user behaviors in your mobile application in real time. With predictive analytics help achieve better understanding of usage patterns, abandonment, availability, performance and capacity allowing you to make needed adjustments to meet business goals.  Or a service can “host” the heavy lifting while your staff implements the capture and reporting for actionable decision making.

Want to learn more? I suggest a look at:

Hopefully, this blog post has made mobile analytics easier to relate to and given you some insight to mobile analytics and how tools can provide actionable insights into your mobile application infrastructure, performance and your customer or employee user experiences? I suggest a look at the following links for more information:

Please leave comments below or contact me for further discussion on LinkedIn.