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Taking a strategic approach to developing mobility in e-services • Examining the criteria for decision which e-services should b e made mobile • Prioritizing mobile application development with meaningful functionality • Measuring uptake and creating deep engagement of mobile services and reviewing the results so far
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mGovernment
By Ahmed Buhazza Director – eService Delivery and Channel Enhancement
eGovernment Authority Kingdom of Bahrain
Bahrain eGovernment
eGovernment strategy (2011-2016) for the Kingdom of Bahrain is focused on ensuring effective delivery of government services to citizens, residents, businesses and visitors (customers). The eGovernment strategy is summed up by:
"Delivering Customer Value through Collaborative Government"
Latest Achievements Key Initiatives
2
3
1 Paradigm Shift Key Drivers
Picking the right mix
Deep Engagement
Key Topics
Weak Vision?!!!
Legacy Life
World Transformation
Mobile Addiction
Technology Key Drivers to M-government
Mobile Device
Penetration
Emergence of Mobile Internet
Mobile Applications
[Driver 1] [Driver 2] [Driver 3]
[Driver 1] Mobile Devices Penetration
+
Mobile penetration percentage, Q2 2013
Rich Features beyond limit
Mobile App Progression
Informative
Pushed updates
Rigid
Integrated
Proactive
Trading
Friendly
Real-time
Sensory Based
Integrated What it looks like today
* * *
Static App When it all started
The Simon was the first device that can be properly referred to as a "smartphone“ on 16 August 1994 by BellSouth under the name Simon Personal Communicator
2G 2.5G 3G / 4G
Voice links were poor, capacity was low, and security was almost non-
existent
additional features
such as packet-switched connection (GPRS) and enhanced
data rates
much higher data rates, global
roaming and are intended primarily
for applications other than voice
support high rate of voice but limited data
transfers
[Driver 2] Emergence of Mobile Internet
The technology and the speed of mobile internet has evolved through various ‘G’s generations
Analog, Circuit-Switched
[Driver 3] Mobile Applications
Social Network Screen savers
Videos and Music games
Entertainment
Mobile banking Ticket reservations
Trading Utility payment
Business
Get directions locations of service
QR Code, Augmented Reality
NFC..etc.
Sensors Based
News stock prices
Directory
Information
Individual Lifecycle
Business Lifecycle
Anything Any information that
matters
Everyone
Leveraging human networks
Anywhere Delivery Platform
that allows people to come together
anytime, anywhere
Anytime Access anytime we
need it
Convergence of these forces: Entering an “Always on” era
Mobile
Cloud Information
Social
Always on
Key Technology Drivers (Always on)
Demands from Anyone, Anywhere, Anytime
CUSTOMERS [Citizens, Business,
Government]
How to deliver?
Service Levels Commitment (QoS)
Capacity Building
Marketing & Awareness
Processes & Policies
Increasing Demand by Users but
Low Uptake of eServices Launched (e.g., low impact)
Increasing Demand by Country Leadership
New Trends in eGov & Slow Adoption
Three Dimension of Change
Picking the right mix 2
Topic
“mGovernment Mobile government, is the extension of eGovernment services to
mobile platforms”
What is mGoverment?
‘Despite of its significance, m-government cannot be seen as replacement of e-government, and in many cases it will be complementary to e-government efforts.’
Complementary role
Cost reduction
Efficiency
Transformation/modernizati
on
Added convenience and flexibility
Better services to the citizens
Reach larger
Management Services
Alert/Reminder & Payment
Services
Interactive Services
Key Value
Mobile Platform Advantages
Very Personal Always on - Connected 24/7
Intuitive for Everyone Your Eyes (Camera) and Compass (GPS)
Mobility of the citizens
Globally E-government efforts aim to benefit from the use of mobile and wireless technologies in improving governments’ fundamental functions.
The value of m-government comes from the capability of supporting mobility of the citizens, businesses and internal operations of the governments.
Smart Phones Tablets Data Collectors
More Challenges of Serving Services
Apps Selection
In order to determine the list of services that should be provided as mobile applications, all eServices should go through two main phases:
List of Services Using the selection criteria The list of
services will be filtered
Using the prioritization Matrix the list of nominated Services will be prioritized
Selection Criteria Prioritization Matrix
Mobile Applications Selection Criteria
Need of mass communication
Real time information
required
Amount of Information need to be captured
Sensor featured
Need of Availability Anywhere
Mobile Application Service is any eService that meets at least one of the following selection criteria:
Quick Wins
Long List of eServices
Service 3
Service 4
Service 2
Service 312
Service 1
…
Service 5
Service 6
Service 7
Service 8
Service 9
Service 10
Service 11
Service 12
Service 13
Short List of eServices
Service 4
Service 5
Service 3
Service 141
Service 1
…
Service 7
Service 8
Service 9
Service 11
Service 12
Criteria Key Questions
Filtering Criteria:
Is this service transactional? If yes, proceed, else de-prioritize
Is this service simple to complete? If yes, proceed, else de-prioritize (i.e., job application, welfare application were de-prioritized)
Frequency of Usage
How often would a citizen / resident typically use this services during the course of a year?
Target Population
Volume Usage
Would a large portion of the population use this service?
Does the service cater to a broad segment of the population?
eServices with identical priority scores were further sorted based on three mobile-related
criteria (sensor-based, real time and mass-communication enabled)
Prioritization Process
Innovative Value Driven
Packaging
eServices to Mobile Apps Mapping
1
…
Report Road Fault
Sanitary Connection
7
Check Appointment in SMC
Private Appointment
…
4
Electricity Payment
Municipalities Payment
Traffic Contravention Payment
…
3
Bill Payment
Submit Meter Reading for Billing
Complaints of High Elect. & Water Consumption
….
Payment History
2 Tracking of Postal Packages
…
8
Health Suggestion and Complaints
Complaints Status Enquiry
Consumer Protection – Registered Complaints
…
9
Loan Overdue
Loan Statements
…
10
Check your Blood Record
Child Immunization Record
…
6 Student Exam Result
…
11 Visa 5 Events Registration
…
Groups of Prioritized eServices List of Recommended Mobile Apps
Partially A
vailable
on
Mo
bile
(Lim
ited
Fun
ction
ality) N
ew
on
Mo
bile
2
3
4
5
6
7
8
9
10
1
11
Municipality Services Request
Postal Services
Electricity Services Management
Suggestions & Complaints
Bahrain Events
Student Services
Medical Appointment Scheduling
Integrated Payment
Housing Loan Services
Health Records Request
Visa
Smart Partnership
Top 10 Ten Trends 2013 (Gartner)
Mobile Device Battles Gartner predicts that by 2013 mobile phones will overtake PCs as the most common Web access device worldwide and that by 2015 over 80 percept of the handsets sold in mature markets will be smartphones.
Mobile Applications and HTML5 There will be a long term shift away from native apps to Web apps as HTML5 becomes more capable.
Enterprise App Stores By 2014, Gartner believes that many organizations will deliver mobile applications to workers through private application stores. With enterprise app stores the role of IT shifts from that of a centralized planner to a market manager
Mobile apps a key topic as per Gartner as they Identifies the Top 10 Strategic Technology Trends for 2013
Trend 1: Mobile Device Battles
Trend 2: Mobile Applications and
HTML5
Trend 3: Personal Cloud
Trend 4: Enterprise App
Stores
Trend 5: Internet of Things
Trend 6: Hybrid IT and Cloud Computing
Trend 7: Strategic Big Data
Trend 8: Actionable Analytics
Trend 9: In Memory
Computing
Trend 10: Integrated Ecosystems
Deep Engagement 3
Topic
June 2013
Uptake and citizen engagement mechanisms
On average 70% of people in every GCC country have a smart phone
Governments all around the world are increasingly providing services through mobile
Customer Incentive / Loyalty Programs
Offering rewards (e.g., discounts, prizes and privileges) to encourage increased eServices usage and adoption
The target population for the incentive programs can be both citizens and government entities
Governments are infusing attributes of gaming – fun, competition, recognition, status, etc. – into delivery of services to influence uptake
Practical & Valuable - Mobile / Apps
Constituents are expecting seamless experiences and interactions with Governments through usage of advanced e-Services (e.g., exchanging images, geo-coordinates, 24/7 access)
Gamification User Experience
eLoyalty Programs
A monthly prize draw to win one of 5 iPad minis open to all new customers who execute an online transaction
Volume licensing discounts for governments, educational institutions and healthcare organizations
An integrated points program by SK Group, allowing ~40 million users to collect and spend points at over 50,000 online shops, movies and restaurants
A frequent flyer program giving exclusive benefits for its members such as lounge access, fast customs tracks, priority boarding, etc.
2
Prize Draws
Discounts
Products & Services
Treatments
User enters
into draws to
win prizes
User receives
discounts on
services
User can
redeem points
for varying
products and
services
Users receive
special
treatment on
certain delivery
of services
Loyalty
Mechanisms
Private Sector
Examples
Monthly prize draws open to all who execute online transactions
A discount for on-time, online payments (e.g., discounts on traffic fines paid online within 48 hours of issuance or 5 consecutive on-time, online payments)
An integrated point system, enabling point collection and redemption for bills, merchandise purchases, etc.
A tier-based recognition program that grants status tiers based on earned points and special exclusive rights (e.g., priority line at government service offices)
Application to Public
Sector
Loyalty Bandwagon
Smart Complain Management
Be the first to know….
Are my Apps effective
• Ease of modification
• Rendering speed
• User handling
• User friendliness poll
• Platform versions your
app is available
Product view
• Down time
• Modification &
enhancements
• Bug Ratio
• Scalability
Technical View
• Number of downloads.
• Number of users
• Measure how frequent visits
are, and compare with the
number of users.
• Time is spent within the app.
• Feedback on the application
User view
Maintain Maturity
Data
Analysis
Enhance
Collect the data based on preset evaluation criteria
Analyze the data and run different hypothesis
Include features and recommendation based on the analysis
Make it agile
1. Identify
the
opportunity
for App
2. Analyze
features
3. Create
the story
board
4. Plan the
iterations
5. Release a
trial run
6. Analyze
the
results
7. Draw
conclusions
8. Adopt, Adapt
or Abandon
9. Prepare for next
iteration and the
feedback
Start
More Features
Less cost of change
High Customer
satisfaction
Less Bugs
Kano Model
Basic Attributes
Features that the product must have in order to meet customer demands
Performance Attributes
A better performance attribute will improve customer satisfaction. Price is closely tied to performance attributes
Excitement Attributes
Excitement attributes are features unforeseen by the client but may yield paramount satisfaction.
So Are we ready for innovative change ?.....
Advancing Bahrain to New Heights
Thank You
Internal Document | External Document
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