Robert Morcos, Founder and CEO of Social Mobile |


Mobility remedies service provider Social Cellular offers services critical to eating places and other organizations on the lookout to bring to market modern mobile merchandise. The organization was just lately named to the Inc. 5000 listing of swiftest-developing providers in America, as very well as one of the swiftest developing engineering companies by the South Florida Small business Journal. It was also acknowledged by Cafe Insider as one particular of the Major Cafe Tech Innovators for its do the job with DoorDash, which is a target of a new conversation with Robert Morcos, the Founder and CEO of Social Cell. Morcos also shares his insights on the significance of mobility inside restaurant operations and why places to eat ought to take into account custom made, white-label solutions rather of off-the-shelf technological innovation.

Can you discuss a bit about Social Mobile’s capabilities and how restaurants advantage?

Social Mobile is an enterprise mobility methods service provider centered on supporting organizations on the lookout to deploy and provide to market place ground breaking mobile solutions for any number of different use cases. We structure, engineer, and manufacture customized methods created on the Android Organization platform, while also supplying device administration and a selection of logistics for a full suite of enterprise mobility services.

Places to eat are more and more embracing mobility to streamline operations and supply globe-class purchaser support. Right now, mobility methods assistance make improvements to the dining knowledge in many approaches – digital examine-in, digital menus and signage, self-serve kiosks, customer comments surveys, and additional.  During the pandemic, dining establishments more and more relied on mobility remedies to carry out food stuff delivery, select-up, contactless buying, and contactless payment.

Social Cell helps restaurants assistance all these use circumstances with huge-scale deployments that merge our knowledge building custom devices with product management, and ongoing guidance.

What differentiates Social Cellular from other foremost mobility suppliers serving the restaurant sector? What do you watch as some of your company’s aggressive strengths?

Initially, our area knowledge in enterprise mobility and providing tailor made mobility methods manufactured especially for our purchasers. Next, we are a single of a handful of product companies that are Google Cellular Expert services (GMS) accredited, and the only licensed OEM exclusively providing custom made methods for business. Third, Social Cell not only patterns custom made mobility methods, we also deliver a total suite of mobility providers ranging from staging, kitting, and deployment as very well as restore and alternative.

We also have a range of working experience serving the meals and beverage business, with purchasers ranging from places to eat, speedy serve operators, and pick-up/supply services. 1 of the company’s purchasers, DoorDash, significantly streamlined its service provider functions by utilizing a personalized-developed answer from Social Cell that saved them 60{fa54600cdce496f94cc1399742656d2709d9747721dfc890536efdd06456dfb9} on the gadget TCO (total price of possession).

What types of places to eat are most likely to benefit most? Any latest results tales you could share?

Digital transformation and the pandemic have impacted the complete cafe marketplace, so all eating places will benefit from a mobility answer no matter of the classification. The tension on places to eat to execute effectively as a enterprise is enormous. Employees are scarce. Wages are increasing. Shoppers are opting to dine-out. Dining establishments ought to locate efficiencies everywhere and just about everywhere. So, if it’s a quick serve restaurant incorporating self-provide kiosks and digital menus, or a classic dine-in cafe accepting supply and select-up orders – the positive aspects are in all places.

When DoorDash initial approached Social Mobile, they shared numerous worries with the components units that have been now deployed nevertheless, as soon as we dug a very little further it was clear that there ended up challenges past the components itself. The administration of the equipment, preparing them, deploying them to merchants – all that essential to be reviewed. We proposed a entire, close-to-stop mobility option that enabled DoorDash to much better assist its retailers and scale its functions globally.

The Social Cell crew labored with DoorDash to style an totally custom answer manufactured specially for their service provider operations. The DoorDash tablet is made just to their technical specs. Parts are shielded by a humidity-evidence coating to endure the harsh kitchen atmosphere. It’s also qualified to function in any DoorDash current market, which is to say that we enabled all the essential cellular bands for each individual nation, and registered the device with regulators like the FCC, CE, RCM, and extra.

Social Cellular phases and kits the devices with SIM playing cards, components, and DoorDash marketing resources right off the creation line, taking away the time and value spent on 3rd-celebration logistics. When carrier SIM cards are activated and set up, the SIM is sure to the machine to  protect against it from becoming used in any other product and steer clear of info fraud.

Every pill is enrolled in Mambo, our Android Business accepted organization mobility management (EMM) platform so that DoorDash can deal with their complete fleet anytime and any where. The DoorDash pill is Google Cellular Services (GMS) licensed, which means it has entry to all the Google applications like Chrome and Maps, as well as Google’s APIs.

Last but not least, DoorDash tablets are Android Zero-touch enabled, which means they’re configured and all set to go to operate ideal out-of-the-box. Retailers don’t have to just take the time to discover and install the DoorDash Get Management app or configure any of the options. It’s mechanically pushed to the unit the instantaneous it connects to the internet, along with all IT system guidelines and security updates.

Social Mobile’s resolution assisted DoorDash decrease the company’s complete value of possession for the product by 60{fa54600cdce496f94cc1399742656d2709d9747721dfc890536efdd06456dfb9}. Today Social Mobile assists DoorDash guidance hundreds of hundreds of retailers and tens of  millions of consumers around the world.

How essential is mobility in just cafe functions? In which are you seeing mobility currently being utilized most – e.g., again office, entrance business office, and so on.? Can you supply an example of how mobility is automating cafe operations?

Mobility is incredibly significant for today’s cafe operations. In particular in a put up-pandemic planet, with the increase in food stuff supply and decide-up. We are observing mobility becoming applied in each individual element of the restaurant company. For instance, in the entrance of the residence, server handheld tablets and digital menus are remaining applied to produce an impactful client working experience. In the back of home, kitchen area show programs and purchase ticket printing are remaining used by the personnel to proficiently handle orders handheld units are serving to monitor deliveries and stock, Furthermore, handheld equipment, kiosks and POS terminals can streamline ordering, bill presentment and payment, and seize consumer comments via surveys.

One particular instance we can look at is the DoorDash person experience journey. A consumer orders a meal by an application, and when the get is acquired by cafe, the server can accept the purchase and an order time is communicated again to the purchaser. The following move is for the kitchen area to acquire the get ticket and progress to make the purchase for the purchaser. The Dasher is then notified to head to the cafe and pick up the order for shipping and delivery. Last but not least, the shopper will be notified that their order is on the way and the Dasher drops off the get to the consumer.

From a engineering deployment viewpoint, should really dining places consider white-label remedies or off the shelf engineering?

There are many causes why eating places need to contemplate custom, white-label options as a substitute of off-the-shelf engineering. To start off, off-the-shelf options are generally high quality devices that include additional components and functions than your typical enterprise use case needs. They are not as protected, difficult to handle, expensive to deploy, and product availability is not confirmed year-soon after-calendar year. A purchaser-quality system is not rugged and doesn’t have the battery lifestyle to last with constant use above an entire change.

Tailor made equipment, on the other hand, are reason-developed which means they can integrate or eliminate any factors or functions that are not wanted. This can decrease the cost by an typical of 20 to 30{fa54600cdce496f94cc1399742656d2709d9747721dfc890536efdd06456dfb9} right off the manufacturing line. With a personalized solution, gadgets can be branded for the customer, with out the need to have to mail them to a 3rd-party to be staged and kitted. Because the gadget is produced just for that client, they is guaranteed availability for a set selection of many years – commonly in between 3 to 5 – so there’s a reliable provide of solution ready to go at any time.

What suggestions can you give a restaurant team looking at a mobility supplier?

My information to restaurant groups is to not just believe about the price of the components, but to also take into consideration the complete charge of the overall mobility solution from producing to kitting, management, and assistance. How a lot would it price your company if a superior share of your devices were being failing, desired repairs, and expense you earnings?

By looking at the entire lifecycle of the system and going to a one mobility vendor like Social Mobile, dining establishments can understand considerable price savings for their enterprise. Also, mobility methods can be delivered with a device-as-a-services (DaaS) model, so dining establishments can get edge of the hottest technological know-how devoid of the hefty capital expenditure on devices.

You are a recognized chief and innovator in the mobility space, having founded Social Mobile a lot more than a decade in the past. Can you convey to us a little bit about your occupation trajectory?

I’ve been in the mobility area considering the fact that I was 15 decades previous, purchasing and refurbishing used mobile telephones. I bought my commence by way of a friend’s father whose organization was exporting these phones to international markets. After college I started Social Mobile – in 2011 – but it experienced a slightly unique focus. We nonetheless developed and manufactured customized gadgets but for individuals, which is a fiercely competitive market. So we pivoted and made a decision to concentrate completely on enterprise customers.

Right now, Social Cell has about 70 people today unfold across 8 various nations around the world. We have some of the world’s main gurus in enterprise mobility and Android Business on our group, and we are doing work with some of the world’s most significant manufacturers to supply custom made mobility methods. We did all of that without the need of taking on any expense or outside the house capital, which in retrospect has authorized me and the team to make a pivot like that and be far more agile with our strategic final decision earning.

What do you do in your occupation on a working day-to-day foundation? What do you like most about your function?

Even however I am the founder and CEO of Social Cellular, I have worn almost just about every single hat at the organization. I consider that’s common for any startup founder, but it’s presented me the skill to recognize practically each individual component of the company. Considering that we’ve deepened our executive team bench, I spend a lot more of my time concentrating on the long run of the company and discovering unique strategic initiatives.

I’m also very passionate about the CHIPS Act that was handed past calendar year, and advocate for reshoring a great deal of the downstream output of mobile gadgets back again into the U.S. Developing semiconductors in the U.S. is a crucial and essential aspect for our nation’s sovereignty, but we also want to think about that hundreds of other factors utilised to make mobile products are not made in the U.S. Even further, assembly is also accomplished primarily overseas. Policy makers want to consider into account the entire provide chain and production approach in get to really increase the gain of the CHIPS Act.

How has the unique vision for Social Cell altered — or not transformed — as the firm has grown more than the past ten years?

The vision has normally been to be the world’s greatest mobility provider nevertheless, that vision adjusted from client to organization a number of decades following we acquired started off. That shift authorized us to genuinely emphasis our endeavours and differentiate ourselves from our rivals, who in the consumer area are large multi-nationwide corporations. Right now we are devoted to creating the best, personalized mobility methods for our consumers. That consists of almost everything from the components to administration and guidance – the full system lifecycle.

What will be the principal aim parts for Social Cellular this 12 months? Any new technological innovation-related initiatives?

2023 will be a significant yr. There’s a large amount of initiatives that we’re doing work on bringing to industry. Quickly we’ll have a product-as-a-support (DaaS) offer you launching, which will aid customers cut down their upfront money expense when it comes to mobility remedies. We’re also launching a new application for clientele to model our RHINO gadgets with their identify and symbol – named RHINO Custom. And we are frequently improving upon our private label choices, growing to create new and modern equipment for our clients – everything from wearables to IoT equipment and far more.