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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 [email protected].
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