Mobiquity, a professional and managed services firm, simplifies mobile for hundreds of companies globally. The company provides customers with comprehensive end-to-end mobile services through three key disciplines that unleash the power and innovation of mobile computing: strategy, user-centered design, and core technology. Mobiquity has developed a Mobile Enterprise Model which is the backbone of everything they do. Its customer base spans across industries, and includes a focus on Healthcare and Life Sciences, Retail, and Financial Services. The company has worked with AWS since 2011, and has been an APN Partner since 2013. Mobiquity is a Premier APN Consulting Partner, and an AWS Mobile Competency Partner.
The Mobiquity team saw both the business and technical benefits of building a 100 percent cloud-based business from its inception as a leading mobile engagement provider. “When we started Mobiquity almost four years ago, we had the opportunity to build our business and IT software and services from the ground up. While we were just starting out with 11 people, we knew we would be quickly growing across the US and the world. I created a vision to be 100% cloud-based with best-of-breed providers at every level of our infrastructure and application ‘stack’,” says Michael Tobin, VP of Technology Services.
The need for a continuous delivery environment was a large technological driver to the cloud. “Since software development and managed services is at the core of our business, continuous delivery is about quality for the work that we do. We need to be able spin up multiple versions of our systems, while ensuring our developers can continue on through their processes and keep doing their work. We want to ensure that we can manage these other environments easily, and make changes to them as we want,” explains Ty Rollin, CTO. It made sense to develop and build in a cloud environment, to ensure that the Mobiquity teams had a process that scales.
Mobiquity has been leveraging AWS since the company chose to go cloud-first for all solutions. For the leadership team, it was a unanimous decision to work with AWS. Tobin explains, “When I looked at compute options for our development and production workloads, I compared AWS with a number of options. AWS won on all criteria. Some of the key criteria were cost, scalability, and security.” Another key in the decision to work with AWS was the familiarity the Mobiquity development team already had with the AWS platform. “Many of our developers and DevOps staff were already familiar with AWS,” Tobin explains.
Through building on the AWS platform, Mobiquity is continuously innovating for its customers in the mobile space. The company developed a number of products and services recently for end users, including:
- Velocity, an iPad-based SaaS service that is a mobile training and certification platform for pharmaceutical sales teams. It’s now deployed across 40+ pharmaceutical companies, and has touched over 160,000 individuals over the course of its lifespan
- Mobiquity Behavior-Change Platform, a SaaS solution that delivers through mobile devices and various contact points personalized, context-aware interventions. Working as a cloud-based advisor for individuals, it keeps track of interactions from humans and what they’re doing throughout the day to achieve long-lasting behavioral change
Mobiquity currently manages many AWS accounts, and also has six internal accounts for development, testing, and demos. “Our typical stack consists of node.js and MongoDB, but we support J2EE, .Net, PHP and others as well. In addition to MongoDB, we leverage Amazon Relational Database Service (Amazon RDS) for MySQL and PostGRES when customers require it,” adds Justin Brodley, Sr. Director of Support & Operations. The company uses several types of instances on the AWS platform. For its development environments, Mobiquity uses small or medium instances, which “provide the right amount of capacity to give us quality feedback on our executable code and systems,” says Brodley. For its production systems, the company leverages Compute Optimized instances for App/Web tiers, and for databases leverage Memory Optimized instances with PIOPS on SSD for storage. According to Brodley, “We’re very excited about trying out the new C4 instance class in future projects.” When it comes to designing and managing their AWS architecture, “we are a CHEF shop for most of our customers, so we leverage a combination of AWS CloudFormation, AWS OpsWorks and CHEF to manage our application stacks. We love AWS CloudFormation for our Behavior-Change Platform, as it easily allows us to replicate our stack across multiple customer environments without major rework or changes,” Brodley explains.
A highlight for the Mobiquity team are some of the new AWS services recently released, including Amazon Cognito. “Amazon Cognito set up a new opportunity to change the way we’re building solutions for our customers, and we’ve seen immense value in the product,” says Rollin. The team worked with internal AWS teams and leveraged its experience with enterprise customers and use-cases to help define some of the functionality; for example, they’ve run webinars with some of the AWS staff to talk about the impact of Cognito for customers, and how it’ll change mobile roadmaps for the Enterprise. The Mobiquity team is also excited to utilize AWS Lambda, which Rollin says is a “game changer” for Mobiquity.
Working with AWS has provided Mobiquity with a global reach, agility, and scalability that has benefited the company both internally and from an end user perspective.
Internally, working with AWS has helped Mobiquity experiment and innovate on a daily basis. “Working with AWS has enabled us to build out an efficient, global continuous delivery environment for our development and quality assurance team,” says Rollin. Further, using the AWS platform provides Mobiquity’s developers with the ability and freedom to experiment. As Rollin explains, developers can go through a real-world simulation on their own, which allows for proactive bug detection and defect finding.
The global reach of AWS has been instrumental for Mobiquity as well, allowing the company to address the international needs of customers in an agile and scalable fashion. For example, one particular pharmaceutical customer built out systems in the US, but needed to demonstrate its system running in Asia. Within a half of a day, the company was able to deploy a full server stack of the backend services and systems to the AWS Tokyo region. For the Mobiquity team, it was great to be able to quickly address the customer’s international need, and to say, according to Rollin, “Done, what’s next?”
From a growth perspective, “Our business with AWS has grown 7x over the last 12 months,” says Tobin. Another highlight for the Mobiquity team has been the company's experience in working with its Partner Development Manager (PDM) at AWS. “She’s been instrumental to our success with AWS. She’s been a guide to the rest of the AWS organization. She’s introduced us to the field, to the AWS mobile team, and so on. This has been key to our growth on, and with, AWS."
“Our relationship with AWS is a collaboration at every level. It’s the APN Partner relationship that drives significantly more capability for us on AWS,” says Tobin. The Mobiquity team continues to work closely with internal AWS mobile teams and provide feedback through the company's use of AWS Mobile Services. Mobiquity has also engaged with AWS Professional Services as the company develops a mobile transformation framework to include in an overarching cloud adoption framework. Further, the company is developing Mobile AWS Starter Kit (MASK) on AWS, an open source project that demonstrates how to build a cross-platform, end-to-end mobile solution using AWS components. It includes a dashboard to be run on Amazon Fire, iOS, and Android devices that provides real-time analytics coming from AWS, linked together with Amazon DynamoDB on the backend.
To learn more about Mobiquity, visit the company's AWS Partner Directory listing here.