enterprise mobility-editorially reviewed-june 9 2011

7/28/2019 Enterprise Mobility-Editorially Reviewed-June 9 2011

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WhitePaper

1PreparedbySpringboardResearchforSalesforce.com

EXECUTIVESUMMARY

Enterprisesareincreasinglyembracingmobilityforimprovedproductivity,fullyconnected

operations,andcostsavingsenabledbywirelessdataaccess,enhancedcustomerservice

and sales automation, as well as real-time collaboration. In a B2B scenario, mobility

facilitatesmore efficient inventorymanagement,asset tracking, andinvoicing,and ina

B2Clandscape,mobilitydrivesimprovedcustomerinteractionandengagementforhigher

salesperemployee.At thesametime,mobile socialnetworkingenablesmoreeffective

communicationinanevolvingmarketplace.

InIndia,CXOsaregrowingmoreawareofenterprisemobility.Thesheer size ofIndias

mobilesubscriberbase,coupledwiththecountryseconomicgrowthwillincreasesmart

mobile device penetration among enterprise mobile workers by more than four-fold

between2010and2015.

Assuch,SpringboardResearchbelievestheeraofthemobileenterpriseisimminentin

India.

INTRODUCTION

A mobile enterprise can be defined as one that enables its constituents to access

information,tocommunicate,andtocollaborateinreal-time,onanas-neededbasis,from

anylocation,atanytime.Mobilityisgenerallyfacilitatedbysmartmobiledevicessuchas

tablets,smartphones,etc.andoftendeliveredusingmobileapplications.

Indiaisoneoftheworldsfastestgrowingwirelessmarket,buttheadoptionofmobile

enterprisesolutionsisstillinitsnascentstageandsettogrowtremendouslyin thenext

fiveyears.SpringboardResearchestimatesthatIndiasmobilesubscriberbasewillreach

nearly1.2billionby2015whiletheenterprisemobileworkforcewillgrowto205millionin

2015(Figure1A).

DateJune2011 MOVINGTOWARDSAMOBILE

ENTERPRISETHEJOURNEYOF

INDIA,INC.


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Figure 1

Thesmartmobiledevicepenetrationrateamongmobileworkersisexpectedtorapidly

increasefrom26%in2011tonearly65%in2015(Figure1B),whichmeansnearlytwo-

thirdsofIndiasmobileworkforcewillownasmartmobiledevicesuchasasmartphoneor

tablet.Thisdatabuildsastrongcaseforenterprisestodeploymobileapplicationsona

largerscale.

BENEFITSOFENTERPRISEMOBILITYFORINDIA

A mobile enterprise can experience a range of business benefits including improved

productivity, better operational efficiency, and enhanced customer interaction and

engagement. This was also confirmed through a syndicated survey conducted by

SpringboardResearchonenterprisesmartmobiledevicesusageinIndia.

According to thesurvey,improving productivityis thesinglemost important factor for

enterprises to adopt mobility in India, while employee accessibility follows next. The

resultingupside inproductivity, revenueandmarketsharecannotbe ignoredby Indian

CXOs.

Figure2belowprovidesmoredetails.

Source:SpringboardResearchEstimates;May2011


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Figure 2

Accordingtooursurvey,respondentsfromIndianenterprisesperceivedthebelowasthe

fivetopbenefitsofmobility:

ImprovesProductivity: 72%ofrespondentsstatedthattheyhadrealizedproductivitygains through mobility. Making corporate resources available anywhere, anytime

means time-critical decisions are not delayed. Furthermore, business applications

suchassalesforceautomation(SFA)andcustomerrelationshipmanagement(CRM)enablesmobileworkerstocompletetaskson-sitebyeliminatingtheneedtovisitthe

officeforpaperworkorauthorization.

EnhancesEmployeeAccessibility:For40%respondentsinthecountry,theabilitytoreachemployeesthroughmobiledeviceswasamajorbenefit.Thisreal-timeaccessis

generallyenabledthroughapplicationssuchasIM,conferencing,socialnetworking,

etc.

BetterBrandImage:11%ofrespondentsbelievethatprovidingsmartmobiledevicestotheworkforcehelpstoenhancethebrandimageofthecompany.

LowersTCO:FromaCapExandOpExperspective,6%ofrespondentsfeelthatsmartmobile devices have a lower total cost of ownership (TCO) as compared to

desktops/laptops.

Improves Customer Service: 4% of respondents realized better customer servicedelivery through mobile devices as the mobile workforce can promptly address

customer concerns, provide up-to-date information, and finalize orders without

leavingtheclient.

Source:SpringboardResearchSurvey;May2011


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ENTERPRISEMOBILITYDRIVERSAND

CHALLENGES

With todays consumers becoming increasinglymobile and well informed, enterprises

must follow suit. Wireless technology can help enterprises not only improve internal

processes, but also enhance customer interaction. Social networking sites such as

FacebookandTwitterplaya vitalroleingeneratingconsumerawarenessand improving

brandimage.AccordingtoFacebook,therewereover25millionFacebookusersinIndia

byQ12011.LinkedIn,asocialnetworkingsiteforworkprofessionals,countsninemillion

usersfromthecountry,markinggrowthof76%comparedtoearly2010.Consumersare

also increasingly seeking advice and checking reviews of products/services on social

networking websites before making purchases. Affordable mobile devices running on

economicalhigh-speed3G/4Gconnectionshavefurtherempoweredconsumerstoaccess

sitesanytime,anywhere.Overall,word-of-mouthisgreatlyinfluencingconsumersbuying

behaviourandsoitbecomesimperativeforenterprisestokeepabreastofthistrend.

Mobiledeviceusagemarksaparadigmshiftwheremobilityismovingfromaluxurytoa

necessity.

However,mobile technology is not without its flaws. One of the major challenges for

enterprisesisdataleakageduetothelossofmobiledevices.Furthermore,manydevices

such as smartphonesaremanufactured to cater to consumerneeds rather thanmeet

businessrequirements.ThismakesitmorecomplicatedforinternalIT teamsto support

andsecurethedevices.

Chart1belowprovidessomeofthemajordriversandchallengesforadoptionofmobile

technologywithinenterprises.


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Chart 1

Drivers

UbiquitousMobileDevices:Smartphones/tabletswithdual-coreprocessors/SoCandlargeRAMsareincreasinglybecomingaspowerfulasconventionalPCs/laptops.This

convergence of computational capabilities and portability is an alternative to

PCs/laptops.Inaddition,theTCOofsmartphones/tabletsislessthanPCs/laptops,so

adoptingtheformercanreduceenterprisehardwareandmaintenancecosts.

High-speed 3G/4GData Connection:Widespreadavailability of 3G/4G connectivityallowsenterpriseuserstoaccess,download,edit,anduploadlargefilesonthego.In

addition, high-speed connections facilitate real-time communication and

collaborationsuchasvideoconferencing.

Rapidly Changing Corporate Culture: Employees are increasingly leveraging theirsmartphonestoachieveabetterwork-lifebalance.Furthermore,theproliferationof

smartphones with enterprise-ready features will drive organizations to officially

supportthesedevices.Thiswilltranslateintohigheremployeesatisfaction.

24x7CustomerService:On-demandclientsupportcanbeachievedbyusingmobilesolutions.ThiswillhelpenterprisesimprovecustomerserviceandachieveSLAs.

MobileBusinessApplications: BusinessapplicationssuchasCRM,ERP,businessintelligence,inventorymanagementandmorecanbeinstalledandusedefficientlyovermobiledevices.Assuch,employeeswillbeabletocontinuetheirworkeven

DeviceandDataSecurity ComplexManagementandSupportfor

MultipleDevicesandApplications

SeamlessIntegrationofMobileTechnologywithExistingEnterpriseInfrastructure

ROI-DrivenITDecisions

UbiquitousMobileDevices

High-speed3G/4GDataConnection RapidlyChangingCorporateCulture 24x7CustomerServiceIncluding

thoughSocialNetworkingSites

MobileBusinessApplications

DRIVERS

CHALLENGES

Source:SpringboardResearch;May2011

DriversandChallengesforEnterpriseMobility


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whentheyareawayfromtheoffice.Thismobilityhelpsenhanceorganizational

efficiency.

Challenges

DeviceandDataSecurity:Portability,themostprofoundbenefitofmobiledevices,isalsooneofitsmajordrawbacksbecauseitmakesdevicesvulnerabletotheftand/or

loss, which can seriously jeopardize sensitive corporate data. Furthermore, using

thesemobiledevicesforbothcorporateandpersonalusemayleadtovirus/malware

attacks,therebyputtingcorporatedataatrisk.Therefore,devicesecurityiscrucialfor

enterprises.

ComplexManagementand SupportforMultipleDevicesandApplications:Mobiledeviceswill onlyadd to theheterogeneityof theexistingIT environment.Thus, IT

staff will have to be adept at supportingmultiple device types such as desktops,

laptops, smartphones, and tablets. This issue will be further compounded when

corporate IT will have to support devices from different manufacturers running

differentplatforms(operatingsystemsinparticular)andapplications.

SeamlessIntegrationofMobileTechnologywithExistingEnterpriseInfrastructure:Toensurethatmobiledevicesdonotactinsilos,enterpriseswillhavetoinvestin

seamlesslyintegratingmobiledevicesandapplicationswithexistinginfrastructure,

mostlywired,andlegacyenterprisesystems.Thecostsandeffortinvolvedcanbe

substantial,duetoperformanceanduserrequirements.

ROI-DrivenITDecisions:Althoughthecurrentglobaleconomicoutlookseemstohaveimprovedover2009-10,thereisstilllackofconfidenceinthefinancialmarketsof

Europeduetothedebtcrisis,anduncertaintyduetotheearthquakeandtsunamiin

Japan.Thus,ITdecisionmakerswillcloselyscrutinizemobilitysolutionspending,and

investmentswillhingeprimarilyontheROIgainedfromthesesolutions.Enterprises

arealsocarefullyevaluatingthebenefitsofmobilityapplicationsbeforelarge-scale

adoption.

Givenoverallmarkettrendsandchangingparadigmsdrivingenterprisestoevolveto

betterserveitscustomers,SpringboardResearchbelievesmobileenterprisesarethenew

direction,despitethechallenges.


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UNWIRINGENTERPRISESTHEJOURNEYTO

ENTERPRISEM.1

Asawarenessofthetangiblebenefitsgainedfrommobilitygrows,enterprisesareactively

pursuingthetechnology.CXOsarerealizingthatmobilityisnotjustaboutproviding

portablecommunicationdevicestoemployees,butalsorepresentsaculturalshiftwitha

360-degreeimpactontheenterprise.

However,manyenterprisestendtolagwhenitcomestoadoptingmobilitythroughout

thecompany,whichcanhinderofficialimplementation.

SpringboardResearchrecommendsa5Capproachthatcanhelpenterprisesplan,

implement,andsustainarobust,successfulenterprisemobilestrategy.

Chart2belowprovidestheessentialelementsofthisapproach.

Chart 2

Combine:Enterprisesneedtoconsidermobilityasanintegralcomponentoftheirbusinessstrategy,servicedelivery,informationexchange,andclient/partner

engagementmodelinordertomaximizetheirROI.Mobilityshoulddriveinternal


5CModelCriticalElementstoAchieveM.1


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processandworkflowchangessothatitcanbeseamlesslyintegratedwith

existingenterpriseinfrastructure,systemsandapplications.

Control:EnterprisesshouldreligiouslymanagethefollowingtoensuretheirITecosystemdoesnotbecometoocomplextosupport:

o Devices:Currently,aplethoraofhandhelddevicesincludingsmartphones,tablets,andPDAs,areavailablefrommanydifferent

manufacturers.However,enterprisesshouldusedevicesfromaspecific

listofmanufacturersforstandardizationacrossthecompany.Thelist

should,however,includemajormanufacturerssothatmostemployee-

owneddevicesaresupported.

o Platforms:Devicemanufacturersareintroducingtheirownoperatingsystems,suchasiOS,Android,BlackBerry,Bada,WindowsPhone,and

WebOS,andassociatedapplications,todominatethemobilerevolution.

ThisheterogeneousOSandOS-dependentapplicationlandscapeis

expectedtogrowfurtherinthefuture.Thus,inadditiontoselectinga

listofsupportedmanufacturers,itisimperativethatenterprisesdecide

whichplatformstosupportsothattheirITdepartmentscanspecializein

thoseareas.

o UpdatesandBack-up:Enterprisesshouldassumetheonusofrollingoutsoftwareandfirmwareupdatesandnotleaveittotheemployees.Thisis

criticaltoensurealldevicesrunthesamesoftwareversionandarethus

compatiblewitheachother.Thiscanbefacilitatedusingover-the-air

(OTA)transfertechnology.Similarly,remoteapplicationprovisioningand

remoteautomaticback-upcanbecarriedoutusingOTA.

Compliance:Enterprisesneedtoenforcestrictpoliciesandprocedurestoensureappropriateandethicaluseofmobiledevices.Theyneedtoeducatetheir

employeesthatmobiledevicesarecorporateITassetsandmisusecanadversely

impactbusinessandthefinancialhealthofthecompany.Furthermore,

enterprisesneedtocontinuallyandproactivelyanalyze,enforceandrevisetheir

policiesfordataanddeviceprotection,softwareandapplicationcompliance,and

security.Enterprisesshouldrolloutpoliciesaroundthefollowing:

o Virusandmalwareprotectiono Remotedevicelock/datawipecapabilities(includingfromtheflash

memorycard)

o Dataandaccessprotectionthroughbiometrics,passwords,encryption,andVPN


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Customize:Anapplicationstoreecosystemisthelifelineforthefast-changingmobileindustry.Althoughthesestoresprovidearichrepositoryofbusiness

applications,enterprisesneedtodevelopcustomizedsoftwaretoensuretighter

integrationandsimplerapplicationsmanagement.Suchanenterprise

application/softwarestorecanbeachievedthroughanyofthefollowing

developmentstrategies:

o In-House:Developerscanbehiredtocreatesoftware/applications/toolspertheevolvingneedsoftheenterpriseanditsclients/partners

o Outsourcing:Enterprisesmaychoosetocontractsoftwaredevelopmenttoathird-partyindependentsoftwarevendor(ISV)suchas

Salesforce.com

o Hybrid:Enterprisesmaychoosetouseboththeabovemodelsfortheirsoftwaredevelopmentrequirements

Costs:Whiletheaboveelementsprepareanenterprisetoextendmobilitytoemployees,itsindiscriminateusecanleadtoexorbitanttelecombills,whichcan

putCXOsinadilemmaoverlong-termsustainability.Thus,enterprisesneedto

closelymonitor,preferablyinreal-time,employeetelecombills.Enterprisesneed

toselecttheoptimummobileplanbasedonemployeerequirementsandusage.

Moreover,implementinganenterprise-widemobilityplanfromtheonsetcan

alloworganizationstonegotiateamorecost-effectivetelecomcontract.

APPLICATIONSFORENTERPRISEM.1AND

BEYOND

Thetruepowerofenterprisemobilityisrealizedonlywhenenterprisedevicesarecoupled

withthemostrelevantbusinessapplications.Thesesoftwaresolutionsenableenterprises

toachievetangiblebenefitsintermsofcost,employeeproductivity,andenterprise

efficiency.

InIndia,e-mailiscurrentlythemostusedmobilityapplicationinenterprises,followedby

collaborationtools(mainlyinstantmessagingandconferencingapplications)andother

traditionalapplications.Advancedapplicationssuchasunifiedcommunicationsand

mobilepoint-of-sale(MPOS)solutionshavestillnotbecomeapriorityforenterprisesin

India.

Figure3belowshowsthemostusedmobileapplicationsbyenterprisesinIndiaatthe

currenttime.


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Figure 3

Goingforward,enterpriseswillrequirethatmorethanjuste-mails,instantmessages,

contacts,andcalendarsbeavailableviamobiledevices.However,costsanddecisionon

whichapplicationstomobilizehindersimplementationoftheenterprisemobilestrategy.

SpringboardResearchsuggeststhebelowroadmaptohelpenterprisesachievemobility

whilekeepingupfrontinvestmentsundercontrol.

Chart 3

Conventional

M.3

E-mail Messaging Calendar CorporateAddressBook

Conventional SFA ERP CRM DMS

M.1 UC LBS BI

M.2 MPOS SNS FMS HRMS

Source:SpringboardResearchSurvey;May2011

M.1

Automated

Workforce

Pervasive

Mobility


*Anillustrativemodelforinformationalpurposes

only;maynotbeapplicabletoeveryenterprise

MobilityRoadmapTowardsPervasiveMobility

M.2

Always

Connected


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ConventionalMobility

Thesearethemostprevalentandbasicapplicationsthathavebeenmobilizedtodate.

Althoughtheseareessential,enterprisesneedtolookbeyondthemtobusinessprocess

applications.ThisleadsustotheEnterpriseM.1phase.

EnterpriseM.1AutomatedWorkforce

AnEnterpriseM.1willneedtomobilizewiththefollowingkeyapplications:

DocumentManagementSystems(DMS) FieldForceAutomation(FFA) SalesforceAutomation(SFA) CustomerRelationshipManagement(CRM) EnterpriseResourcePlanning(ERP)

Thesearecriticalapplicationsthatintegrateinternalprocessesandclient-facingresources.

Theyallowmobileworkerstominimizepaperwork,reduceback-to-officevisits,improve

productivity, andachievehighersalesclosingratiosbysimplifying andautomatingtheir

day-to-dayprocesses.

EnterpriseM.2AlwaysConnected


UnifiedCommunications(UC) Location-basedServices(LBS) BusinessIntelligence(BI)

Theseapplicationsextendanytime,anywhere,anydevicereal-timecommunicationand

collaborationcapabilitiestoemployees.EnterprisescanleverageLBStotrackvehiclesand

employeesinreal-time,whileinformationcanbeextracted,analyzedandreportedusing

BI.Thiswillhelptobreakorganizationalsilosandenterpriseswilleventuallybenefitfrom

increasedsynergies.

EnterpriseM.3PervasiveMobility


MobilePoint-of-Sale(MPOS) SocialNetworkingServices(SNS) FinancialManagementSystem(FMS)

HumanResourceManagementSystems(HRMS)


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Thisistheadvancedstageofamobileenterprise,whichintegratesfunction-specific

applications.Theseapplicationsenhancebrandimageandfacilitateefficient

administrationofinternaloperationssuchasfinanceandhumanresources.Incorporating

theseapplicationsintotheenterprisesimplementationstrategywillachieveenterprise-

widemobility.Also,theimpactofsocialnetworkscannotbeunderstated.Asmentioned

earlier,socialnetworkingsitessuchasFacebookandLinkedInhavemorethan25million

and9millionusersrespectivelyfromIndiaasofearly2011.SpringboardResearch

estimatesthatthenumberofonlinesocialnetworkusersinIndiawillgrowto55million

bytheendof2011,whilethenumberofmobilesocialnetworkusersinIndiaisexpected

toreacharound62millionby2014duetoreducedsmartphonecostsand3Gbroadband

availability.Thus,enterprisesneedtoencouragetheiremployeestoincreasinglyexpand

theirpresenceonthesesiteswhileimplementingaformalsocialnetworkingpolicy.

INDIA,INC.ANDENTERPRISEMOBILITYFROM

INDIFFERENCETOAWARENESSANDMASS

ADOPTIONBY2015

Traditionally, Indianenterpriseshave notbeenproactive in embracingmobility, due to

limited budgets, knowledge and awareness. Enterprises have been indifferent about

includingmobilityaspartoftheirstrategy,planning,andprocesses.In2009,lessthan7%

ofmobileworkersinIndiausedasmartmobiledevice.

However,duetodynamiceconomicconditionsandrigorousbusinessrequirements,CXOs

areincreasinglybecomingawareofmobilityandareevenwilling toimplementitwithin

theirorganizations. We expect nearly one-fourth of Indiasmobile workforce touse a

smart mobile device by 2011. Furthermore, although enterprise mobility usage is

improving,currentlymobilityin Indiais restrictedto e-mailsandmessaging.Thus,using

our Roadmap to Pervasive Mobility, India lies between the phases of conventional

mobilityandM.1.

Going forward, this trend will change rapidly and Springboard Research believes that

India,Inc.willundergo amobile revolution over thenext four years andmove steadily

towardM.3.Furthermore,smartmobiledeviceswillfindtheirwaytonearlytwo-thirdsof

thecountrysmobileworkforceby2015.

FINALTAKEAWAYS

SpringboardResearchrecommendsthe followingareasforCXOsinIndiatoconsiderfor

theirmigrationpathtoamobileenterprise:


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Embracemobilitywithintheorganizationasitisincreasinglybecomingapartofthenewde-factoworkingculture.InIndia,longworkinghoursareexposingemployeesto

variouslifestylediseasessuchas heartattack, depression,and insomniaatanearly

age.Also,divorcerateshaverapidlyriseninthecountryamongenterpriseworkers.

Thus, employees will eventually start leveraging mobile enterprise solutions to

achieveabetterwork-lifebalance.Thiswillhaveapositiveimpactforcompaniestoo

asemployeesbecomemoreresponsiveandproductive.

Extendenterprisemobilitytoemployee-owneddevices aswell,albeit,withformalpolicies and regulations in place. The boundary between enterprise-liable and

employee-liablemobiledeviceshasblurred,especiallyduetotheburgeoningincrease

ofsmartmobiledevicesinIndia.Weestimatethatnearly65%ofIndiasenterprise

mobileworkerswillowna smartmobiledeviceby2015,nearlya four-foldincrease

over2010.

Formalizeaholisticenterprisemobilitystrategy toensuretimelyimplementation.ThiscanbeachievedbyfollowingSpringboardResearchs5Capproach(chart2

above).Currently,themajorityofenterprisesinIndiadonothaveaformalstrategyin

placeandthusarenotabletofullyrealizethebenefitsofenterprisemobility.

Selecttherightsetofapplicationstobemobilized asthiswilldeterminethesuccessofmobilityfortheorganization.CXOscanleverageSpringboardResearchsphased

implementationplantoachievepervasivemobility(chart3above).Currentlyin

India,mostenterprisesarestillintheconventionalmobilityphasewithe-mailas

themostusedmobileapplication.

Constantlyevolvetheenterprisemobilestrategytoencompassnewdevices,applications,andrequirementsofemployees/partners/clients.Thiswillalsobe

requiredasenterprisesgrowinsizeandexpandaroundtheworld.Thus,CXOsmust

viewmobilitystrategicallyfromalong-termperspective.


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CONTACTS

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enterprise mobility-editorially reviewed-june 9 2011

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