Apps conquer the business world

The UBS Event App for UBS regular clients is a successful B2B app and won gold at the Best of Swiss App Award.This article appeared in the May issue 2015 of "Marketing & Communication". Webgearing jumped on the app development bandwagon early on. As early as 2008, shortly after the introduction of the iPhone, the Solothurn-based company recognized the trend and created apps for end users, such as "iMatcher", a gimmick in the field of dating. Webgearing soon also developed business applications, for example for Novartis, Kuoni, SRF, Kaba and SMEs. Webgearing founder Thomas Probst says about the possible applications: "B2B apps can make sense in all industries. In most cases, it's about improving employee communication and expanding the existing intranet." He cites the example of the company's internal notice board for information and events, which is suitable for integration into an app and use on mobile devices.Safety firstSecurity is always an important aspect because the data should not be publicly accessible. "We have developed a system that allows data to be exchanged via an interface without opening the internet - an actual app content management system," says Probst, but admits: "You can never rule out the possibility of data leaking out. If an employee takes a screenshot and posts it on Facebook, all the security precautions are useless." The standard functions of a B2B app include internal information, news, event announcements, job vacancies, emergency coordination and employee localization. Thomas Probst also talks about a "dead man's function", which can be used to check whether a person is present and able to act. If not, a signal or a call is triggered. And one of the most important app functions is the option of push notifications.Improved workflows"We see major savings where work processes can be improved and all the paperwork is replaced," says Probst. He cites examples from facility management, where the janitor takes a photo of a damaged area via the app so that a repair report is automatically opened and forwarded to the tradesperson. Another recent success is an app for architects, on which plans of the current construction progress can be saved and forwarded. This would eliminate delays and costs due to shipping. When asked about the costs of developing a B2B app, Thomas Probst says that they are not in the region of CHF 5,000, more like 50,000. In addition to the improvements in processes, the image factor also plays a role when ordering and using an app.Dynamic route planningAnother topic is route optimization. Probst cites an example of a construction site materials supplier that has ten company vehicles and services numerous construction sites. "Each driver has an app and can dynamically enter what they are delivering and taking with them, while at the same time they can be directed to where they should take what next". The B2B app for optimizing fleet management also takes current traffic jams into account. "B2B apps play a role in all industries in which bring-your-own-device is practiced," says Stephan Meier, Managing Director of Edge5.com, a sister company of Hinderling Volkart that specializes in tailor-made mobile and web solutions. More and more companies are making it possible to work from home; in the area of team communication and collaboration via mobile, the demand for B2B apps is high.Foreign countries lead the way"Possible applications from companies abroad, for example in the USA, are being used as examples," says Meier, "and many ideas come about in discussions with companies with the aim of deploying field staff more effectively or presenting the product range better." Edge5 works for Swiss, among others, and developed the official SWISS app and the Logbook app together with Hinderling Volkart. For enterprise apps, as he calls them, secure distribution, control over who can use them, access to internal servers, push notifications and offline access are among the standard functions: "The security aspect is a big issue in Switzerland, data protection guidelines must be adhered to and data must often not be stored in clouds abroad." And apps would be very suitable for employee communication instead of an employee magazine or pinboard. "Smartphones are an ideal push medium, allowing employees to receive targeted information," says Meier.Personalization and targetingRecently, Edge5 has been increasingly pursuing the demand for a closed enterprise app store. This provides sales tools for employees, for example. "There needs to be a way to distribute the apps to employees' devices," explains Stephan Meier. Other trends he mentions include app unbundling, two-step verification instead of passwords and approaches such as collaboration apps like Podio or Slack. The personalization of information and targeting are also increasingly being incorporated into app development, as is the integration of geo-services and iBeacons, for example in indoor navigation, whether at trade fairs or in stores.UBS shows how it's doneWhen asked about successful apps, Stephan Meier mentions the UBS Event App, which is used to address UBS regular customers, or the ABB Connect App, which ensures that the ABB sales team always has the latest content available for a sales call.Edge5 has been active in the field of mobile solutions since 2010. "We deal with questions about the optimal interface between mobile applications and individual backend systems," explains Stephan Meier. The nine-strong team is made up of mobile app and backend/API developers. In addition, the company Device Tools (www.devicetools.ch) was founded. Under this label, companies, agencies and iOS/Android developers are offered intelligent solutions for linking existing or new apps with cloud storage and useful features.Linked to CMSReto Senn from Bitforge says: "We see it being used wherever it makes sense for business processes, especially in field service, such as sales, service, installation and maintenance." Most apps are linked to an existing system, a CMS or a store solution. There are also additional usage options such as location-based services or Bluetooth. "We are currently seeing an increase in inquiries from industry in particular, where mobile is replacing classic device control or is even part of new products and replacing classic embedded solutions," adds Senn. His company Bitforge has been active in the development of apps for ten years, exclusively in Switzerland: "Thanks to our experienced team and the right choice of technology, we have a very high level of efficiency in both communication and implementation and are competitive," says Senn.Robin Wirz, CEO of Terria Mobile, software provider and developer of applications for mobile devices, says about the latest functions of a business application: "B2B apps are becoming more and more deeply integrated into internal company processes and increasingly personalized. Push notifications have become an important component of mobile communication. Their possibilities are now much greater and in some cases more subtle than before. They also offer advantages over SMS." For example, various actions can be carried out directly in the notification without having to open an app or website.User Experience"The user experience is more important today than ever before," says Wirz. "Users are used to apps with an outstanding user experience in their private lives. That's why they don't want to be fobbed off with complex apps with ugly user interfaces in the B2B sector." The trend here is consumerization: "Business apps must meet the same high standards of user-friendliness as B2C apps." Another trend in the B2B environment is context-controlled apps that make the right offer to the user at exactly the right time. "Such apps know what the user wants and adapt accordingly. Context includes, for example, location, usage history, customer status and settings. The intention behind this is to follow the customer's customer journey," explains Robin Wirz. The aim here is to make the right offer at all times, as if by magic, and thus guide users through the entire brand experience process.Mobile Moments as the futureIf you take this "context" idea a step further, you end up with the latest trend in the mobile sector: "mobile moments". They describe acting in precisely those moments that are central to the customer experience with the app. An important difference to traditional marketing, however, is that such a moment is not planned and executed, but prepared according to the situation and triggered by the user and their context. "These 'mobile moments' are the future battleground for apps and will revolutionize marketing, even in the B2B environment," says Wirz. "Marketing departments that are appropriately equipped for this mobile future will sustainably improve their brand experience, find lucrative new business opportunities and be an important step ahead of the competition, also in conjunction with the general digitalization of business, cloud and big data."Author: Gregor Waser