There's a sentiment that often comes up when discussing BYOD, the changing workplace, and the consumerization trend as a whole. It's the idea that consumer-oriented cloud services and mobile apps are delivering a much better user experience than an IT staff, business software, and enterprise developers can provide. That's led companies like Enterproid and Apperian to focus on the end-user experience as well as the IT and management experience of their mobile management products. Both companies see the end user experience as a powerful competitive advantage.
What businesses can learn from Rolling Stone's iPad app launch
Last week, Rolling Stone Magazine, the venerable print publication devoted to music, politics, and popular culture, launched an iPad app. It was a long time coming, but they chose to take their time and tread carefully, rather than rushing into mobile. Even if you're not a publication, you could learn some valuable lessons from the process Rolling Stone went through.
Learn from the mistakes of others. Many companies today are trying to make the move to mobile, but it's hard to know when the time is right. Rolling Stone Publisher Jann Wenner, a dyed-in-the wool old school print publisher, is not terribly impressed with the new medium, as he made crystal clear in a March, 2011 interview in Ad Age in which he called the tablet business "a small additive, not a new business" and predicted it could be decades before it was significant. Sticking firmly to his print roots, Wenner criticized publishers who made a rush to the iPad: "So I think that they're prematurely rushing and showing little confidence and faith in what they've really got, their real asset, which is the magazine itself, which is still a great commodity."
Whether you agree with him or not, there is something to be said for moving slowly and watching how the platform develops, rather than rushing in before it has time to mature.
Rolling Stone thinks they timed it right. Rolling Stone Design Director Joseph Hutchinson, who spearheaded the design and delivery of the new iPad app, pointed out that many who rushed to the iPad and chose to dazzle readers with expensive effects have since cut back. By sitting back and waiting, Rolling Stone was able to learn from the industry.
Test and prototype. The process really began when Rolling Stone released a special Beatles app in fall 2010. Hutchinson said they learned a lot from that process, but it wasn't until 2012 that they began looking at tools to deliver a full-fledged iPad version of the magazine.
They went with Adobe Digital Publishing Suite. It was a natural fit since Rolling Stone already publishes the magazine on Adobe's platform -- the staff was already comfortable using Adobe tools and didn't need to learn totallly new technology, and the new digital publishing tasks could be integrated into their existing workflows pretty easily.
Last summer, Hutchison assembled a team with another designer and a freelancer, and over the next several months they built a prototype in their spare time while they did their regular jobs putting together the print magazine.
Bring your own device is so 2012. The next big push in the consumerization of IT is bring your own cloud. And just as when consumer devices poured into the enterprise, many IT organizations have already responded with a list of do's and don'ts.
Skyhigh monitors what cloud services employees are using and said that most businesses are surprised at what it finds.
A study by Cisco Systems' Internet Business Solutions Group concludes that the value companies currently derive from BYOD is "dwarfed by the gains that would be possible if they were to implement BYOD more strategically."