The official theme of this year’s Mobile World Congress event is, perhaps somewhat obviously, “Mobile is Everything.” While this theme may come across as both reductive and self-congratulatory from an event that is dedicated to everything remotely related to the mobile industry, the fact of the matter is that mobile is indeed changing almost everything: every industry, region, culture, government, politics, environment, public and private sectors ad infinitum.
While the changes in each of these areas are unique to that specific segment, what unites them all is that mobile enables them to digitally transform to adapt to the challenges and take advantage of the opportunities that mobile affords them.
The primary focus of these digital transformation initiatives is the customer experience of how an end user effectively interacts with the software (mobile and web applications on their devices) they invest in. As consumers shift more of their time to mobile phones, the companies that successfully present their businesses through a mobile channel will reap the rewards while those who don’t will fall behind and may even cease to exist.
According to a recent McKinsey study, these types of digitization efforts could affect over $2 trillion in GDP through their effects on labor markets, capital efficiency and multifactor productivity. The report warns that companies must adapt or risk being left behind, and it identifies one of the most pressing issues for companies to keep up with “redefine customer engagement and leverage data generated from digital interactions to fine-tune marketing and customer engagement.”
Consequently, it is increasingly imperative for companies to understand how every line of code contributes to the customer experience on those mobile devices. The challenge for the enterprise is that these mobile websites and applications are not isolated islands. On the contrary, the are just the portal through which a company’s vast array of technical systems and capabilities are exposed to the customer. A single user action on a website or in a mobile application could wind up triggering millions of lines of code to fulfill a request that originated on that mobile device.
As a result, it’s imperative that all of those systems must combine to produce an outcome that creates a reasonable customer experience nearly instantly. A customer’s “laggy” experience may abandon a transaction or even an app entirely to go to a competitor or substitute service that provides a faster or less error prone experience.
So what do companies need to do to spur the digital and mobile transformations?
- First, you need a broad, robust, and deep Applications Intelligence Platform that monitors, manages, and optimizes the performance of both front-end browser and mobile applications, and all back-end applications (regardless of the language they are written in and the technologies they run on). You also need it to provide you with the end-to-end traceability of each business transaction as it propagates from the device and through your apps, networks, databases and other infrastructure.
- Second, this Application Intelligence Platform needs to provide you with visibility into the entire customer journey with your app from the first page or screen view until the last so you can understand how the performance of your apps contributes to conversions, bounce rates, and your business’ KPIs.
- Third, you need advanced application analytics that give you real-time insights into your IT operations, customer experience, and the resulting business outcomes.
Here’s a real world example from a recent customer implementation: A major international financial institution recently implemented AppDynamics in their consumer banking division. They created online banking real-time dashboards monitoring for the senior executives of the consumer banking unit “to:
- Proactively monitor system availability
- Help identify issues during an incident
- Provide real-time performance metrics on customer experience
- Trend response time and availability
We can certainly expect all kinds of announcements about new, shiny hardware in mobile devices, IoT, consumer appliances and more at the upcoming Mobile World Congress. In the end, it all comes down to the fact that the mobile device is becoming the center of how an individual interacts with virtually everything in the network around them. And the customer experience of those interactions comes to life through mobile and web applications on those devices. You know there’s a need for that leverage in your market, and in order to provide that superb customer experience, you need a complete solution to:
- See everything happening with your applications faster with a unified monitoring strategy
- Act sooner with a unified troubleshooting capability
- Know more about your customers, experience, and business impact with a unified analytics solution
In other words, you need AppDynamics Mobile RUM. Check out a FREE trial today.
See you soon at MWC 2016 in Barcelona!!!