9 Reasons Why Every Enterprise Needs a Mobile Strategist
© Copyright 2013 Antenna Software, Inc. All rights reserved.
Presented by: • Jim Somers, Chief Marketing & Strategy Officer• Kevin Benedict, Head Analyst & Mobile Strategist
January 16, 2013
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WELCOME & INTRODUCTIONS
• Welcome
• Market Situation
• Rise of the Mobile Strategist
• Top Tips for Mobile Strategists
• Q&A
Your Hosts: Our Agenda:
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Jim SomersChief Marketing &Strategy OfficerAntenna Software
Kevin BenedictHead AnalystCognizant Technology Solutions
“Organizations can develop a separate mobile strategy for temporary use, but mobility ultimately must be embedded in broader strategies, work processes and policies – just as Web technologies are today.”Source: 2012 Strategic Roadmap for Mobility, Gartner
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THINKING MORE STRATEGICALLY
NEW WAVE OF TECH DISRUPTION
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WHO OWNS THE MOBILE STRATEGY?
… is it the Business Units or IT?
BU- Grow the business- Drive worker productivity- Maintain happy customers- Build brand awareness
CIOThrough technology: - Improve process efficiency- Drive business transformation - Unlock business value
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WHO OWNS THE MOBILE STRATEGY?
… a new role is emerging in the enterprise?
“Antenna's research found that nearly 30% of companies surveyed currently have a mobile strategist, chief mobile officer, or head of mobile that is devoted specifically to mobile strategy and execution across departments.”
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WHY DO WE NEED A MOBILE STRATEGIST?
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1. Business moves at breakneck speed2. BYOD is the new mobile reality3. Multiple mobile initiatives need coordination4. Objectivity is vital for the mobile organization5. Mobile is no longer “one and done”6. The need for speed in mobile deployment7. Poor mobile design is the silent killer8. Mobile app adoption is a major concern9. App discoverability is the new mobile challenge
➜ 9 Reasons Why Every Enterprise Needs a Mobile Strategist
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WHY DO WE NEED A MOBILE STRATEGIST?
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➜ 9 Reasons Why Every Enterprise Needs a Mobile Strategist
/3
- SPEED
- FLEXIBILITY
- CONTROL
WHAT WE DO
AMPchroma helps you build, run, and manage all your mobile applications and content.
➦ Enabling you to get to market faster, have more flexibility, and better manage risk in this ever-changing mobile world.
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ENTERPRISE-GRADE APPS
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MARKET TRENDS & DYNAMICS
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IT’S A PERFECT STORM
Mobile Social
Cloud Information© Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
26% of US consumers access social networks on mobile today.
Mobile apps are a $6.0 billion market today, growing to $55.7 billion by 2015.
By 2014, 38% expect half their software applications will be in the cloud.
*Yankee Group
* eMarketer*KPCB May 2012 Report
12
Through 2015, 85% of enterprises will fail to adapt their information infrastructure to "big data.”
*Gartner
NEXUS OF FORCES
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The “Nexus of Forces”
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MOBILITY GOES PRIMETIME
14
Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12
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“61% plan to enhance their mobility capability during the
next 3 years.”
WHY DO WE NEED A MOBILE STRATEGY?
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THE ROLE OF THE MOBILE STRATEGIST
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CORE RESPONSIBILITIES
• Building strong relationships between IT teams and related business unit teams.
• Identifying areas to leverage company’s mobile app framework across the enterprise to ensure governance and reusability.
• Building the business case and determines the common mobile application architectural framework.
• Deciding what to build versus buy. If we buy, understand who does what in this complex mobile ecosystem.
• It wouldn’t hurt if this individual had a strong understanding of application infrastructure and backend middleware technologies like SOA, REST, JSON ,and HTML5.
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WHERE TO START
… what questions should they be asking?
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How do these decisions affect speed, flexibility & control?
1. How will I design and build the application?
2. How will I deploy and run the application?
3. How will I control and manage the application?
MOBILITY IS NOT “ONE & DONE”
App“Almost all the CIOs said they expect to deploy more than 25 mobility apps in next 2 years.”*
(n)
Source: McKinsey & Company, Sept. 2012
App 1
XHow to build the app?
How to deploy the app?
How to run the app?
How to manage the app?
How to secure the app?
?
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YOU NEED FLEXIBILITY & CHOICE
Native“Mixed Mode”
Device APIs
Native Code
Web Code
Web
Mobile Browser
Web App
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Hybrid
Device APIs
Web App
Native Container
ManagedHybrid
Native Container
Device APIs
Web App
Web App
Web App
Native Code
Device APIs
Native
IT’S NOT JUST MANAGING DEVICES
MAM
MDM
MAD
BYOD
74% of companies allow some sort of BYOD usage.*
*Enterasys
BuildFast
Open
Flexible
Manage
Secure
Controlled
CompliantEMM!
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IT’S ALL NEW
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New ways of sellingnew business models
new ways of managingnew ways of collaborating
new ways of making decisionsnew ways of engaging customers
new ways of working with productsnew marketing and growth strategies
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STRATEGIC MOBILITY PLATFORM
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XML JSON REST DBs
B2C B2B B2C
Web Native Hybrid Mix
DIY MEAP Agency
iOS Android MSFT BB
Phone Tablet Multi
BUILD| KEY DECISIONS
WHO AM I BUILDING THE APP FOR?• Employees, partners, customers,
consumers?WHAT O/S WILL IT RUN ON?
• iPhone, iPad, Android, Windows, Blackberry?WHAT TYPE OF DEVICES WILL BE USED?
• BYOD, company issued, multi-channel?
WHO IS GOING TO DEVELOP THE APP?
• Internal resources, agency, SI, MEAP vendor?WHERE IS THE DATA FOR THE APP?
• In the cloud, web services, backend databases?
WHAT CLIENT TYPE WILL YOU USE?• Native, Mobile Web, Hybrid, Mixed-Mode,
etc.?
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GPS Contacts Calendar Mail
SSL SSO LDAP
Web XML RDBMS API
CRM ERPOrderEntry
BaaS PaaS EMM MW
SysTrust PCI SAS-70
HOW TO ENSURE ENTERPRISE SECURITY?
• Authentication, authorization, access controlWHAT ABOUT SCALABILITY,
PERFORMANCE?• # users, usage patterns, transaction volumeHOW WILL WE HANDLE COMPLIANCE?
• Industry standards, gov’t regulations, governance
HOW TO ACCESS ENTERPRISE SYSTEMS?
• B2E, B2B, productivity, customer supportHOW TO PROTECT USER PRIVACY?
• Cross-app access, location, usage monitoring
CAN USERS ACCESS EXTERNAL DATA?• Web services, databases, feeds, APIs
RUN | KEY DECISIONS
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App User Role Device
B2E B2B B2C
Update Lock Synch MAM
Phone Tablet MDM
iTunes Play WP Mkt BB
Perf Frequency
Duration
WHO NEEDS ACCESS TO OUR APPS?• Employees, partners, customers,
consumers?WHERE WILL WE PUBLISH OUR APPS?
• Public app store, private app store, web, email?HOW TO MONITOR USAGE?• Device, web server, enterprise access
points?
WHAT ABOUT THE DEVICES?• BYOD, company supplied, controlled?
CONTROLLED ACCESS TO APP & DATA?• User, role, device, app, permissions?
CAN WE MANAGE APPS REMOTELY?• Updates, upgrades, remote wipe?
MANAGE | KEY DECISIONS
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Enterprise Integration Proven Standardized Unified integration
point Pre-built adapters
Scalability &Performance Millions of daily
transactions Message monitoring Certified, multi-
tenant Cloud or on-premise
MobileOptimization Network sensing App tuning Latency avoidance Detect most efficient
path OTA install, updates
Centralized Management Devices, data Apps, users Content Performance Usage
Carrier GradeSecurity Built in, automated Enterprise caliber Certified (FIPS, PCI) Configurable per app
Future Proof Write once Any tool, any IDE Every device Native device
features Easy maintenance
MUST-HAVES FOR THE MOBILE ENTERPRISE
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TIPS FOR THE MOBILE STRATEGIST
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TIPS FOR THE MOBILE STRATEGIST
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Tip
• If you think you’re just building an app, you’re likely constraining your thinking to just the device
Explanation
• Think Outside the App
• Try not to boil the
ocean
TIPS FOR THE MOBILE STRATEGIST
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Tip
• Focus on one thing and do it well• Transformation can happen in the dark,
hidden recesses of your business
Explanation
• Think Outside the App
• Try not to boil the
ocean• Don’t sweat the ROI
TIPS FOR THE MOBILE STRATEGIST
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Tip Explanation
• Think Outside the App
• Try not to boil the
ocean• Don’t sweat the ROI
• This is all new!
• Remember the softer side of ROI• Non-measurable impacts are
frequently enough reason to forgo the ROI
• Remember compliance, competition, etc.
TIPS FOR THE MOBILE STRATEGIST
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Tip Explanation
• Think Outside the App
• Try not to boil the
ocean• Don’t sweat the ROI
• This is all new!
• This is all new!
• Traditional KPIs and measurements don’t apply
• We’re blazing new ROI trails!
TIPS FOR THE MOBILE STRATEGIST
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Tip Explanation
• Think Outside the App
• Try not to boil the
ocean• Don’t sweat the ROI
• This is all new!
• This is all new! • There is a gold rush mentality in mobility today
• There is a glut of suppliers who all sound alike
• Be wary of the “low-ballers” to avoid second surgery
• Avoid cheap &
cheerful• This is all new!
PARTING THOUGHTS
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• There’s an endless number of continuously changing mobile & M2M devices
• Demand for real-time visibility, accountability, compliance, and KPI monitoring
• Demand for mobile connectivity to multiple back-end systems
• Demand for real-time business intelligence, and decision support
• Demand for location, business and context-aware solutions
• Real-time collaboration and enterprise social networking on mobile devices
• Must re-engineer business processes to support real-time interactions
• Demand for unified data
• Demand for networked field operations
• Trend toward mobile first
KEY TAKEAWAYS FROM A STRATEGIST
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IN SUMMARY
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Mobility has the potential to transform your business and take it to new heights of productivity and business growth.
But …
WANT TO GET STARTED?
• Call or email us to learn about our Mobile Enterprise Strategy Workshop and how it can help you.
© Copyright 2013 Antenna Software, Inc. All rights reserved.
Contact us @ +201.239.7980 or [email protected]
• Visit us at www.antennasoftware.com for a free copy of the Mobile Strategist eBook or Gartner MQ for MADP.
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MARKET LEADER
Gartner Magic Quadrant for Mobile Application Development Platform
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QUESTIONS?
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THANK YOU
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• Jim Somers Twitter: @JimatAntenna• Kevin Benedict Twitter: @krbenedict
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