February 2011 Scott A. Snyder, PhD President, Breakthru Advisors Senior Fellow, The Wharton School...

February 2011

Scott A. Snyder, PhDPresident, Breakthru Advisors

Senior Fellow, The Wharton School

©Scott A. Snyder 2011

[email protected](610) 256-0662

The 5th Wave Emerging Trends The Big Flip Enterprise Challenges Assessing your WiQ Innovating to Win



Ref: ITU, Morgan Stanley Research, 2009

More than just Phones:-Smartphone-Kindle-Tablet-MP3-Cellphone/PDA-Car Electronics-GPS/Nav-Mobile Video-Home Entertainment-Games-Home Appliances


Create Your Own Social Network for Anything

Ning

Other Networks(GSM, PSTN, ISDN, etc.)

IP NetworkMobile Switching

Center

Cellular User

CellularBase Station

Subscriber Directory

Mesh WirelessBase Stations

4G

“If you're looking for a role model in a world of

complexity, you could do worse than to imitate a bee.” – Thomas Seely, Bee Expert

“The extension of mobile apps to every aspect of our personal and business lives will be one of the hallmarks of the new decade with enormous opportunities for virtually every business sector.” -- IDC VP Scott Ellison



Dimension 4th Wave – Internet 5th Wave - Wireless

Cycle Times 6-12 months 3-6 months

Delivery Model On-Demand On-Device

Enterprise IT Model From Server Out From User In

IT Decision-maker CIO Consumer/Employee

Business Model B2B, B2C B2B2C, B2B2E

Key Differentiators Cost, Convenience User Experience, Enablement

Business Process Redesign Compress/Collapse Redefine

Application Development Centralized, Large Teams Distributed, Small Teams

Consumption Model Browsing, Viewing Information Snacking

Service Expectation 24x7 Anywhere, Anytime

End User Devices Primarily PCs Any Device

Geographic Growth Developed Markets Emerging Markets


“In addition to creating new markets and opportunities, this restructuring will overthrow nearly every assumption about who the industry's leaders will be and how they establish and maintain leadership.”

- Frank Gens, SVP IDC

>$1B spent via mobile devices in last 12 months

6X increase in mobile transactions in 2009$25M to $141M

Mobile users doubling every year30M in 2010

$1.5B through mobile channel in 2010



Retail/Financial

Security/Defense

Transportation

SmartHome

BioSensorsBiometrics

PortableHealth Records

Remote Diagnostics

HealthMonitoring

Location-basedAdvertising

PervasiveRetail

Remote HealthcarePersonal DiagnosticsRemote monitoringPatient Compliance

Energy/Environment

Demand ManagementGrid MonitoringMeteringBuilding ControlGeneration Monitoring

Wireless

eWallet

FitnessMonitoring

PervasiveEntertainment

Nav/TrafficManagement

Surveillance

SensorNets

DistributedGaming

Innovation is hard in big organizations ◦ Risk aversion + NIH + Inertia

Enterprises want Control ◦ Access to critical data◦ Comingling of business and personal

Security and privacy are major impediments◦ Lack of widely accepted solutions◦ Limited visibility into applications/activities

Lack of a clear ROI ◦ ROI for wireless to date has been hard to measure

People, processes and tools are not optimized for Wireless ◦ Lack of skills, processes, and systems to fully leverage mobility


How do I leverage existing infrastructure and applications?

How do I maximize acceptance and usage?

How do I deploy, support and provide the infrastructure?

How do I sift thru the hype and find the real ROI opportunities?

What’s the connection to Social Media?

How should I think about security and compliance?

How do I design to capture the right data to drive insights?

How do I enable my Enterprise to exploit the potential?

Only 4% of Marketing Executives and 7% of IT Executives “prepared to answer them”

– Forrester, Oct 2010



Most businesses need to improve their capacity for wireless innovation`

WirelessInnovators

WirelessLaggards

• Unwire Business Processes• User-centric Organization• Enable Wireless Co-Innovation

• Leverage Mobile Cloud• Develop App Factory• Device Experiments

• Rethink Value Chain• Test New Revenue Models• Manage Cannibalization



Segment

Motivation

Spending

% of Population

Digital Media Use

Device Ownership

Mobility Needs

OutletJockeys

Mobility

$$$$

15%

Digital Shut-ins

Media

$$$

19%

Technophytes

Status

$$

22%

Analogs

Lifestyle

$

49%

ActualizedAnywheres

Connectivity

$$$$$

5%

Reference: Yankee Group 2010

Mobile Cloud Ecosystem (4G Wireless, Developers,

Partners, R&D)

Mobile Cloud Ecosystem (4G Wireless, Developers,

Partners, R&D)

Scanning (sensing networks)

Innovations (apps, services, products, etc.)

Feedback/Learning(wireless surveys, etc) Customer roll-out

(app downloads, devices, etc)


4G Wireless and Digital Swarms◦ The New World of Wireless:

How to Compete in the 4G Revolution, Snyder, Wharton School Publishing, 2009.

Blog: http://blog.tmcnet.com/digital-swarm/

WiQ Survey: ◦ http://www.thinkdsi.com/

media/DSI_Webinar-2009-1013-WiQ_Quiz.pdf

My contact information:◦ Email: [email protected] ◦ Phone: 610-256-0662


February 2011 Scott A. Snyder, PhD President, Breakthru Advisors Senior Fellow, The Wharton School...

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