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Katja Ruud Research Director

How to Excel with Enterprise Mobility as a CSP

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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. © 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Katja Ruud

How to Excel with Enterprise Mobility as a CSP

Make your clients´ life easier

Geography

Travelling employees?

Mobilising Processes

Where & When?

How & Who?

Technology

Whats the value?

Mobile App Platforms

TBD

Your Performance

How well the job is done?

How consistent?

Temporary Locations

Cost

How? TBD

Agenda

What will be the key mobile technology and market trends through 2015

Mobile broadband – What price plan & what is the use case?

Customer Experience – A great source of competitive differentiation

4

Enterprise Mobility Trends 2011 & 2012

Sourcing more effectively and having better visibility

Mobile communications and mobilised applications facilitate business transformation

More effective use of the Mobile

Customer Experience Significant

Mobile data pricing

Reducing roaming charges

MDM

Sourcing getting broader in Scope

5

Key Mobile & Wireless Technologies`

6

Technology Trigger

Peak of

Inflated Expectations

Trough of Disillusionment

Slope of Enlightenment Plateau of

Productivity

time

Years to mainstream adoption:

less than 2 years 2 to 5 years 5 to 10 years more than 10 years

obsolete

before plateau

As of August 2011

802.11ad

802.11ac

Context Delivery Architecture

Mobile Consumer Application Platforms

4G Standard

6LoWPAN

Machine-to-Machine Communication Services

Mobile Device Management

Software-Defined Radio

Hosted Virtual Desktops

Network Access Control 802.11n

Mobile Enterprise Applications via SaaS

Location-Aware Technology

Location-Aware Applications

Mobile Enterprise Application Platforms

Investment

WiFi

MDM

Mobile Apps

Hype Cycle for Wireless Devices, Software and Services, 2011 - G00214878

2015 – Mobile is core, rather than “add-on”?

7

Wirelessly connected machines, integration of mobiles with consumer electronics

Peripherals for handsets

There's an app for everything

NFC for "touch to act" applications and m-payment

Wider range of business models & services, e.g. healthcare

The "New Normal" in Corporate Mobility

How many different smartphone & tablet platforms do you expect to be used by your employees in 2012?

1. Employees will use many devices and platforms, you can't enforce standards

2. Employees will sync data between devices via the cloud

3. Diversity will increase, no platform, form factor or technology will dominate.

4. Consumerisation always wins, "enterprise" devices remain a niche

5. Mobile apps & services will be as much of a challenge as devices

6. Consumer mobile apps are setting new expectations for usability, cosmetic appearance and behaviour

0

5

10

15

20

25

30

35

1 2 3 4 5 6 >6

USA

0

5

10

15

20

25

30

35

1 2 3 4 5 6 >6

Europe

Mobile Broadband - More Options Needed

9

Capped Pure

Volume Favored Country

Total Enterprise

Traffic Priority

Speed Based

Flatrate Overseas

Autotiering Preferred Network

Capped Pure

Volume Favored Country

Total Enterprise

Traffic Priority

Speed Based

Flatrate Overseas

Autotiering Preferred Network

Marketing Essentials: Strategic Options to Get Out of the Flat-Rate Trap for Enterprise Mobile Broadband Pricing - G00211282

LTE – Exampel Use cases

10

WAN Backhaul

M2M

Broadband to remote locations

Construction Video

E-health

Market Trends: Worldwide, CSPs Should View LTE as a Further Path Into the Enterprise, 2011 - G00214973

Mobile Broadband – Challenge to Articulate Business Value needs Actions

• Mobile Data Pricing – More options critical, must meet requirements more closely.

• Present transparent use cases that illustrate business value. The added value of LTE must be very clear, to enable price distinctions from lower-speed second-generation (2G) and 3G services.

• Identify early adopters that require data capabilities beyond 3G. Product bundles should address feature functionality (eg. HD Video) and SLAs.

• Mobile broadband will not be a perfect substitute for fiber or VDSL for all content. CSPs with both fixed and mobile capabilities should have a complementary strategy in this regard.

11

Why is it that my Account Manager can´t

do anything?

Customer Experience – Recent Customer Feedback

Why dont I hear back from my RFP?

If only they would only install my

services, when they say they will

What is the real value of consolidating

sourcing?

Why is it that I can only buy X of I also by Y

I need a pricing plan that works for me

Marketing Essentials: How CSPs Should Develop Mobile Services SLAs for Enterprise Customers (G00201313)

Recent Positive Client Feedback:

My CSP is getting better at understanding what my business is

about, and how they fit in

My CSP is more

innovative

My CSP a is becoming more

consistent

My CSP is more flexible eg in

pricing structure

Marketing is very professional

My CSP is keen & pragmatic

Pricing is still good

My CSP beats rather than meet deadlines, that signals organization

and structure

Required - Service experience

• Service experience is much more than:

- what the customer buys eg. services

- the price they pay

- short response times in the call center

Service experience represents:

- a balance between functional needs and emotional needs

CSPs need to:

Define it, articulate internally, deliver externally

15

Customer Experience – what is included

Action:

Translate the customer experience into each customer touch point

Make customer experience metrics visible to the enterprise customers

Look for marketable examples of good customer experience

Pre-Sales, Sales & Bid

Mgmt Billing Reporting

Eagerness Support Service

Roadmap

KPIs, SLAs Flexibility Attitude

Market Insight: CSPs' Focus on Customer Experience Will Hit the Spot With Enterprises G00207186

Polling Question

Do you make customer experience metrics available to your customers?

1. Yes, lots – if at least 5 variants

2. Yes, some – if something

3. No, none – if nothing

16

A Concrete Example: RFP Basics – Unless instructed otherwise

• Spell check

• Take out rude nicknames for client used as placeholders

• Take out names/locations/applications of the other company, if copying text from other responses

• Ensure the electronic copy does not have a virus attached

• Be consistent – always – eg. definitions and in response eg. manage all third party ”yes” but elsewhere ”not where there are regulatory limitations”

• Always answer Yes/No questions with a Yes or a No… by all means provide supporting material, but don’t leave reader searching for the answer

• Don't respond in word, note that tracked changes appear in some versions.

• Answer in the required language

17

Summary

Enterprise mobility, much is about price but also much more

Opportunities in mobile broadband, enabling the customers´ businesses and their transformation

Challenges include to articulate the business value of eg new services above and beyond existing or consolidated sourcing

Customer experience increasingly important, a huge opportunity

The market is still there to be won.

Related Gartner Research

Market Trends: Worldwide, CSPs Should View LTE as a Further Path Into the Enterprise, 2011 (G00214973)

Market Trends: Worldwide, CSPs Advance Their Positions in the B2B Healthcare Segment, 2011 (G00213781)

Market Trends: Europe, Fixed-Mobile Substitution Accelerates in the Enterprise Market, 2011 (G00211833 )

Marketing Essentials: Strategic Options to Get Out of the Flat-Rate Trap for Enterprise Mobile Broadband Pricing (G00211282)

SWOT: Vodafone, Business Offerings, Worldwide (G00209380)

SWOT: Sprint, Machine-to-Machine Business, Worldwide (G00216739)

Competitive Landscape: Managed Mobility Services (G00214371)

Market Trends: Mobility Solutions in Vertical Markets (G00218966)

Marketing Essentials: How CSPs Should Develop Mobile Services SLAs for Enterprise Customers (G00201313)

The M2M Market Evolution: Growth Attracts Everyone (G00213359)

For more information, stop by Gartner Solution Central or email us at solutioncentral@gartner.com.

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