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"

Key Initiatives Latest Achievements

Key Topics

1 2

Paradigm Shift Key Drivers

Picking the right mix Deep Engagement

Weak Vision?!!!

Legacy Life

World Transformation

Mobile Addiction

Technology Key Drivers to M-government

[Driver 1] [Driver 2] [Driver 3]

Mobile Device Penetration

Emergence of Mobile Internet

Mobile Applications

[Driver 1] Mobile Devices Penetration

Mobile penetration percentage, Q2 2013

Rich Features beyond limit

Mobile App Progression

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

Static App
When it all started

Integrated
What it looks like today

* Informative Pushed updates Rigid

* Friendly Real-time Sensory Based

* Integrated Proactive Trading

[Driver 2] Emergence of Mobile Internet

The technology and the speed of mobile internet has evolved through various Gs generations
Analog, CircuitSwitched

2G

2.5G

3G / 4G

Voice links were poor, capacity was low, and security was almost nonexistent

support high rate of voice but limited data transfers

additional features such as packetswitched connection (GPRS) and enhanced data rates

much higher data rates, global roaming and are intended primarily for applications other than voice

[Driver 3] Mobile Applications

Individual Lifecycle Business Lifecycle

Information

Sensors Based

Business

Entertainment

News stock prices Directory

Get directions locations of service QR Code, Augmented Reality NFC..etc.

Mobile banking Ticket reservations Trading Utility payment

Social Network Screen savers Videos and Music games

Key Technology Drivers (Always on)

Convergence of these forces: Entering an Always on era

Everyone Leveraging human networks

Anytime Access anytime we need it

Social
Always on Information Anything Any information that matters

Mobile

Cloud

Anywhere Delivery Platform that allows people to come together anytime, anywhere

Demands from Anyone, Anywhere, Anytime

Increasing Demand by Users but Low Uptake of eServices Launched (e.g., low impact)

Processes & Policies

New Trends in eGov & Slow Adoption

CUSTOMERS [Citizens, Business, Government]

How to deliver?

Marketing & Awareness

Service Levels Commitment (QoS)

Capacity Building

Increasing Demand by Country Leadership

Three Dimension of Change

Topic

Picking the right mix

What is mGoverment?

mGovernment Mobile government, is the extension of eGovernment services to mobile platforms

Complementary role Despite of its significance, mgovernment cannot be seen as replacement of e-government, and in many cases it will be complementary to e-government efforts.

Key Value

Mobile Platform Advantages Reach larger Cost reduction

Always on - Connected 24/7 Very Personal

Better services to the citizens

Efficiency
Intuitive for Everyone Your Eyes (Camera) and Compass (GPS)

Added convenience and flexibility

Transformatio n/modernizati on

Mobility of the citizens

The value of m-government comes from the capability of supporting mobility of the citizens, businesses and internal operations of the governments.

Globally E-government efforts aim to benefit from the use of mobile and wireless technologies in improving governments fundamental functions.

Smart Phones

Tablets

Data Collectors

More Challenges of Serving Services

Apps Selection

Mobile Applications Selection Criteria

Mobile Application Service is any eService that meets at least one of the following selection criteria:
Need of Availability Anywhere

Need of mass communication

Real time information required

Amount of Information need to be captured

Sensor featured

Quick Wins
Prioritization Process
Criteria
Long List of eServices Service 1 Service 2 Service 3 Service 4 Service 5 Service 6 Service 7 Service 8 Service 9 Service 10 Service 11 Service 12 Service 13 Short List of eServices Service 1 Service 3 Service 4 Service 5 Service 7 Service 8 Service 9 Service 11 Service 12

Key Questions

Frequency of Usage

How often would a citizen / resident typically use this services during the course of a year?

Service 141

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?

Service 312 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)

eServices with identical priority scores were further sorted based on three mobile-related criteria (sensor-based, real time and masscommunication enabled)

Innovative

Value Driven

Packaging
eServices to Mobile Apps Mapping
Groups of Prioritized eServices
Report Road Fault 1 Sanitary Connection Tracking of Postal Packages Bill Payment Submit Meter Reading for Billing 3 7 6 Student Exam Result Check Appointment in SMC Private Appointment Health Suggestion and Complaints Complaints Status Enquiry 8 Consumer Protection Registered Complaints Loan Overdue 9 Electricity Payment Municipalities Payment 4 Traffic Contravention Payment Events Registration 10 Check your Blood Record Child Immunization Record 10 5 11 Visa 11 9 Loan Statements 8 3 4 2 1

List of Recommended Mobile Apps Municipality Services Request

Partially Available on Mobile (Limited Functionality)

Postal Services Electricity Services Management Integrated Payment

Payment History
Complaints of High Elect. & Water Consumption .

5 6 7

Bahrain Events Student Services Medical Appointment Scheduling

Suggestions & Complaints Housing Loan Services Health Records Request Visa

New on Mobile

Smart Partnership

Top 10 Ten Trends 2013 (Gartner)

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 9: In Memory Computing

Trend 7: Strategic Big Data

Trend 8: Actionable Analytics

Trend 10: Integrated Ecosystems

Topic

Deep Engagement

Uptake and citizen engagement mechanisms

Practical & Valuable - Mobile / Apps
Customer Incentive / Loyalty Programs

On average 70% of people in every GCC country have a smart phone Governments all around the world are increasingly providing services through mobile

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

Gamification

User Experience

Governments are infusing attributes of gaming fun, competition, recognition, status, etc. into delivery of services to influence uptake

Constituents are expecting seamless experiences and interactions with Governments through usage of advanced e-Services (e.g., exchanging images, geo-coordinates, 24/7 access)

June 2013

Loyalty Bandwagon
2

eLoyalty Programs
Private Sector Examples Application to Public Sector
Monthly prize draws open to all who execute online transactions

Loyalty Mechanisms Prize Draws

User enters into draws to win prizes

A monthly prize draw to win one of 5 iPad minis open to all new customers who execute an online transaction

Discounts

User receives discounts on services

Volume licensing discounts for governments, educational institutions and healthcare organizations

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.

Products & Services

User can redeem points for varying products and services

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.

Treatments

Users receive special treatment on certain delivery of services

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)

Smart Complain Management

Be the first to know.

Are my Apps effective

User 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. Down time Modification & enhancements Bug Ratio Scalability

Technical View

Product view
Ease of modification Rendering speed User handling

User friendliness poll

Platform versions your app is available

Feedback on the application

Maintain Maturity
Collect the data based on preset evaluation criteria

Data

Analyze the data and run different hypothesis

Analysis

Enhance

Include features and recommendation based on the analysis

Make it agile
3. Create the story board 4. Plan the iterations

2. Analyze features

More Features

Start

1. Identify the opportunity for App

Less cost of change

9. Prepare for next iteration and the feedback

5. Release a trial run

8. Adopt, Adapt or Abandon 7. Draw conclusions 6. Analyze the results

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

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