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@ThingsExpo: Blog Post

Cutting Through Chaos in the Age of 'Mobile Me' By @KRBenedict | @ThingsExpo #IoT

Ninety percent of mobile users highly value personalized mobile experiences

Supporting real-time enterprise mobility that is personalized and contextually relevant takes a lot of work. In fact, it takes digital transformation. We have all grown accustomed to using personal consumer apps that know and understand us (think airline apps), our preferences and provide contextually relevant content. Today, we expect the same from all of our apps both consumer and enterprise.

 

Ninety percent of mobile users highly value personalized mobile experiences. In order to deliver these experiences one must have real-time data collection, analytics, personalization engines and mobile applications capable of supporting real-time personalization. One must also have an operational tempo within their IT systems and business processes capable of supporting real-time. These capabilities make possible innovative new business processes that provide significant competitive advantages for businesses that embrace them.

Delivering a personalized experience, however, requires data and lots of it. We have identified three key information rich sources of this data we call 3D-Me data sources:

  1. Digital - online activities, preferences, sentiment and profiles
  2. Physical - data collected from IoT sensors (on vehicles, buildings, equipment, wearables, smartphones, etc.)
  3. Personal - user preferences, roles, jobs, skills, locations, etc.

3D-Me data sources enable enterprises to collect the right data to gain an understanding of real-time activities, and insights into the needs of their users. One of the key ingredients of a 3D-Me data source strategy is users must agree to share personal data in exchange for value. This requires a new kind of enterprise/user relationships we call MME Data Partnerships.

Personalized experiences are not the whole story. End users want contextually relevant personalization. Personalization becomes relevant when you add time, context and location to it. Sending me an SMS alert that my local coffee shop is offering my favorite hot drink at a 50% discount for the next 45 minutes is not relevant if I am on the other side of the country. Relevant personalization requires the use of data triggers that identify contextually relevant opportunities, moments and environments (CROME). CROME triggers are bits of data that provide context, which can be used to provide relevant personalization at a specific time and place. Think geo-fencing jobsites.

These CROME triggers provided the data that when analyzed, understood and integrated with relevant personalization engines, can optimize the user's experience and productivity on the job.

CROME triggers can automatically deliver the right content at the right time. They can be connected to tasks, jobs, timesheets, etc. There are at least six tasks/challenges when implementing a CROME strategies:

  1. Identify the required CROME triggers
  2. Understand the meaning of each CROME trigger
  3. Understand where and how CROME triggers can be placed, collected and transmitted
  4. Monitor and analyze CROME triggers in real-time
  5. Connect specific CROME triggers to specific personalization options and business value
  6. Provide CROME powered personalization in mobile experiences

CROME triggers inform that something different and perhaps significant is happening. Finding the meaning, and then relating it to a particular personalization task or action follows.

The implementation of 3D-ME enabled data and personalization strategies and CROME triggers, all supported by IT systems and business processes running at real-time operational tempos will help companies deliver to the highest expectations of mobile users today and tomorrow.

Download the full report here http://www.cognizant.com/InsightsWhitepapers/Cutting-Through-Chaos-in-the-Age-of-Mobile-Me-codex1579.pdf.

More Stories By Kevin Benedict

Kevin Benedict is an opinionated futurist, Principal Analyst at the Center for Digital Intelligence™, C4DIGI.com, emerging technologies analyst, and digital transformation and business strategy consultant. In the past 8 years he has taught workshops for large enterprises and government agencies in 18 different countries, and is a keynote speaker at conferences worldwide. He spent nearly 5 years working as a Senior Analyst at Cognizant (CTSH), and 2 years serving in Cognizant's Center for the Future of Work where he wrote many reports, hundreds of articles, interviewed technology experts, and produced videos on the future of digital technologies and their impact on industries. He has written articles published in The Guardian, wrote the Forward to SAP Press' book titled "Mobilizing Your Enterprise with SAP", published over 3,000 articles and was featured as thought leader and digital strategist in the Department of Defense's IQT intelligence journal. Kevin lectures and leads workshops, teaches and consults with companies and government agencies around the world to help develop digital transformation and business strategies. Visit his website at C4DIGI.com.

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