Following the early move of media apps and banking into the mobile arena, now the insurance industry is developing mobile technology as one of their key communication and service channels towards their customer. In the coming period, Service2Media will present you with a series of stories, opinions, cases, whitepapers, interviews and webinars to sketch our views on apps and mobile app portfolio management.
Lots of apps!
Insurance companies often have large portfolios of mobile apps. One reason for this is that the business is multi-faceted; there are often multiple insurance brands and multiple market plans, each having their own business strategies and corresponding internal company processes. Second, there are many types of insurances such as car, life, house, damage, health, unemployment and pension that can benefit from mobile apps, sometimes used multiple times in rebranded versions.
Just as in the case for app development centres, it makes sense to see whether it would be useful to manage all these apps in a centralised way rather than setting up multiple overlapping app management processes in the company’s different business departments.
What is an app portfolio?
As mobile app acceptance in the insurance enterprise succeeds, an evolution can be seen taking place, from the earlier lead and ownership in app development in the separate business departments and brands towards the enterprise’s IT departments. IT actively takes charge of managing the consolidated lifecycles of the mobile apps in the enterprise. After the introduction of app development centres, consolidation of the company’s mobile apps in managed portfolios is a subsequent, evident step in this direction. Managing your mobile apps via a portfolio strategy can have several advantages:
- Measure. Deliver a wide and integrated overview of the KPI measurements you set for your apps, whether they are internal enterprise apps, apps for your sales channel or apps for your end users. See which apps are used, which are not, when they are used and how they are used. Use this feedback to optimise existing business processes and to make forecasts and plans.
- Monitor. Monitor your app portfolio in real time. Register and analyse crashes, exceptions and other problems. Minimise the resolution time, reduce crashes and improve up time.
- Control. Have full control of the distribution of your apps and their access to shared back-end services. Unlike traditional desktop apps, you have much more control over the distribution of your mobile apps. Using mobile device and application management techniques, you can fully control your apps, even when they are already on the device. You can update, install or revoke software installations, manage user- and backend access and wipe sensitive data when necessary, all remotely.
Closing the circle
App portfolios fit in the same product lifecycle as the app development centres described in the previous blog; they seamlessly connect and together make a powerful mobile app lifecycle proposition for multiple apps, where the insights gained during the active life of the app can be used as powerful input to improve the quality of next app releases or extensions of the portfolio, retaining customers and users, and increasing engagement. This has a positive influence on the business results.
Second, such an approach eliminates duplicated processes in the enterprise, resulting in improved efficiency, higher quality and better process control, having direct positive influence on the business cost.
Next week we will dive into a practical use case for insurance, the damage claim app.
Besides our side of the story, we are also extremely interested in your own thoughts and opinions. We would love to learn your vision, remarks, comments on what we say and start a dialogue or a discussion with you on this subject. Feel free to contact any of us at any time, or just click here.
About: The app portfolio in the insurance industry is a widely discussed topic. This paper elaborates on the App Factory initiative at Achmea, a large Dutch insurance group, to execute their app portfolio strategy. To respond to this vision, Achmea introduced their own app center: The Achmea App Factory, a complete in-house app development and maintenance ‘assembly line’. The App Factory is a special department within the company’s IT organisation, fully geared towards efficient production and management of apps.