Mobile Social Cloud Transform Business


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Social, mobility and cloud computing when combined, provide the
opportunity to change how we engage with our employees, customers and partners. This research paper from Lopez Research explores how business today has been transformed.

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Mobile Social Cloud Transform Business

  1. 1. “Mobile, Social and Cloud Trans- form Business and IT Written By: Maribel Lopez June 2012Lopez Research 2269 Chestnut Street #202 San Francisco, CA 94123 T 415-894-5781 E W
  2. 2. Executive SummaryMobility, social and cloud represent a fundamental shift in technology. These trends are combining tocreate a shift in computing that will be as dramatic as the move to the Internet. Mobility fundamentallychanges what we connect and how we connect it. Social changes how we engage with customers andshare data within organizations. Cloud computing changes how we store and process data, as well aswhere and how we access applications and services. These technologies, when combined, provide theopportunity to change how we engage with our employees, customers and partners. Mobility, whileproviding numerous new business opportunities, also presents security and management risks as well asbusiness-process challenges. To capitalize on the potential benefits of mobility, IT and business leadersmust join forces to build business strategies that incorporate mobility attributes into business processesto create differentiation, speed to market, and competitive advantage.Mobile, Social and Cloud Combine to Change BusinessThree major technology trends are changing business today: mobile, social, and cloud. While thesetechnologies vary in terms of maturity and adoption, each interrelates with the others and will combine toproduce fundamental changes for businesses and consumers.Mobile Changes What’s Connected.The mobile landscape is expanding beyond laptops and smartphones to include billions of connecteddevices including tablets, cars, machinery and medical equipment. Mobile devices can be assophisticated as a tablet or as simple as a sensor that monitors humidity. Lopez Research estimates thatthere will be over 30 billion connected devices by 2020 as industries such as consumer electronics andautomotive add sensors in almost everything. Additionally, there will be 6 billion mobile Internet usersglobally by 2020, and many of these individuals will use mobile as their only or primary Internet accessmethod. The move to mobile has led to the creation of new operating systems (OS) for tablets andcellphones but will also change the OS for next-generation laptops and desktops. Embedded operatingsystems such as QNX will establish the fabric for next-generation operating systems that run across awide range of connected devices spanning phones to automobiles. In fact, the term mobile operatingsystem will fade away as the OS that runs your smartphone can be the same OS that runs your homeautomation system and your car.Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 2
  3. 3. Social and Mobile Change How Businesses EngageDevelopments in mobile handsets and more affordable mobile-data plans have led to explosive growth inmobile social-networking activity. Social trends change the way a company markets and servicescustomers. Tools like Radian6 and Hootsuite change customer service by helping companies to monitorcustomer sentiment and respond to problems in real time. Social software is not reserved for consumers.Social software changes enterprise-collaboration tools and is changing engagement methods withinbusiness apps such as CRM. Mobile is the area in which unified communications shines and deliversbusiness value.Mobile collaboration tools like email and address books are evolving to social inboxes and addressbooks, with which employees can unify contacts and information originating in social networks. Forexample, the BlackBerry address book can be dynamically populated with data from Facebook, Twitter,and LinkedIn to create a consolidated view of contacts. Unified inboxes from device companies such asRIM and collaboration providers such as IBM help employees seamlessly integrate their personal andcorporate lives by consolidating all messages in one place, including from Facebook, LinkedIn andTwitter, as well as personal and work email accounts. Social email and calendars improve engagement bygiving employees quick access to additional information about potential business partners and clients.The calendar will also evolve to enable cross-company scheduling across mobile devices as well asvarious email clients. For example, Tungle allows people outside of your organization to see youremployees’ availability, just as if you were all on the same calendar system, and it integrates acrossvarious corporate and consumer calendar apps such as Lotus Notes, Gmail and iCal. The social calendarwill integrate with applications youre already using such as workforce scheduling and CRM. For example,a field service rep with a Playbook tablet and workforce scheduling could share his availability with acustomer that needs to schedule service calls.Cloud and Mobile Deliver Data PortabilityCloud and virtualization are changing the underlying business infrastructure. Cloud adds new computingmodels that change the cost and physical location of storage and processing power. Cloud servicesprovide a test and development environment for new apps and have opened the floodgates for newsoftware innovation as well as new pricing and distribution models with Software as a Service (SaaS).Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 3
  4. 4. Mobile,(Social(and(Cloud( Transform(Business( What( How(we( How(we( we( connect( transact( connect(With the growth of SaaS applications such as and Workday, a company can also extendbusiness processes to an employees’ connected devices.However, the cloud is more than cheap storage and processing power that reside outside of thecorporation. In the past, applications and processing resided on the device and the data resided in thecorporation. Mobile devices and cloud technologies will shift IT’s vision of where data should be locatedand how it will be accessed. Rather than an “on-premise” or “off-premise” dialogue, businesses will buildpolicies based on where data should reside. Mobile and cloud shatter the “firewall/DMZ” approach inwhich all data are locked inside the corporate walls. In the mobile cloud era, firms will create context-aware security profiles that allow data to move seamlessly and securely between the corporation, thecloud and devices. These profiles will be based on such factors as device, location, regulations and roles.Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 4
  5. 5. In the mobile cloud era, services like BlackBerry Management Center and BlackBerry Mobile Fusion willmake it easy to manage, from within the cloud, company or employee-owned smartphones from a varietyof manufacturers, while helping to minimize risk from lost or stolen handsets. In the future, mobile-application developers and device makers will take advantage of the processing power that resides in thecloud to deliver real-time analytics and actionable business intelligence on the go. A great example ofhow this is evolving today is the integration of SAP Business Objects reporting and analytics on theApple’s iPad and RIM’s BlackBerry PlayBook.Mobility Transforms Business in Four WaysMobility is about more than wireless connectivity. Mobility combined with cloud computing is changingbusiness – to make it more immediate, more relevant, and more intelligent. But to reap the benefits,companies must rethink computing and business-process strategies and move away from oldparadigms. Mobility will change business by: • Connecting Phones, Tablets, and the “Internet of Things.” Mobility and the “Internet of Things” require a company to modify its network-connectivity models as well as prepare for a massive increase in real-time information. These devices may support high-bandwidth, latency- sensitive services such as video streaming or more frequent small streams of data such as motion sensors on equipment or RFID tags. A new set of connected devices also require firms to consider different interaction models such as people to people, people to things, and machine to machine (M2M). Firms should look for new or updated M2M solutions from carriers such as AT&T and Vodafone that will wirelessly connect millions of diverse devices to a network, enabling two-way communication into back-end systems. A current example of this is the partnership between BlackBerry and HID, a supplier of building-access systems in North America. With the HID solution on BlackBerry, the secure near field communication (NFC) element embedded on the BlackBerry Smartphone can be utilized in lieu of a building-access card, thereby streamlining a business process common to nearly every organization – accessing the front door. • Rebuilding Business Processes to Work in a Mobile World. New operating systems and mobile devices will force companies to change how applications and business processes are designed. PC systems were designed with deep menu navigation while mobility-optimized systems are task oriented. Users typically want to access relevant information in one to two clicks on a mobile device, which means IT can’t simply port an application to a device. The screen size, theMobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 5
  6. 6. content, and the process aren’t optimized for the device. In the future, applications will be device- aware, location-aware and network/cloud-aware. Mobile provides real-time access to sensory information such as location, direction, vibration, humidity, and sound. For example, a transportation company can use sensors in trucks to ensure that it delivers fresh produce on time by monitoring temperature and humidity during the delivery process as well as capturing GPS and signature data at the delivery site. • Creating portable services. We’re moving from a world of one device per person to multiple devices per person and numerous wireless connections. Mobility will take on a new meaning because not only will devices be portable but so will content and services. For example, RIM’s BlackBerry Bridge app allows you to take documents, web pages, emails, messaging and photos that appear on your BlackBerry smartphone and display them on your BlackBerry PlayBook for optimized viewing and editing. Or, with a tool like the Citrix Receiver application, an entire virtual desktop environment can be accessed on tablet devices. The next wave will include fully portable services that use a combination of cloud storage, SaaS, cloud media and remote desktop access to store, retrieve and consume content on the go. Two-factor authentication services from companies like Symantec and Trend Micro will be used to verify that the person attempting to access the content and services is authorized to do so. Instead of business services being locked to the device or to the business location, employees will be able to authenticate to corporate services on any device (e.g. a desk phone in a client’s office or a screen at the hotel) and at any location (e.g. hotel, home, client’s office). Devices will be intelligent, but decoupling of software and services from the hardware and the location will be possible. • Supporting Multiple Personas Per Individual. While services are following the individual, IT still needs a way to separate personal data and applications from corporate data and applications. This means that software service providers will change product offerings to include at least two personas, –corporate and personal. Tools such as the BlackBerry Balance present a unified view of work and personal content on a BlackBerry smartphone while keeping the content separate and secure. The division between work and personal content is transparent to users unless they try to perform actions prohibited by company policy. VMWare also offers a solution that works on Android devices while Enterproid works with iOS and Android devices. This type of technology will be critical to supporting a Bring your Own Device (BYOD) policy to both protect the individual’s right to privacy and address IT’s need to manage and secure corporate data.Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 6
  7. 7. Firms Can Transform Business Processes with Mobile TodayMobility provides agility by making a company’s systems and processes more intelligent, instrumentedand interconnected than ever before. Companies are using mobility today to reshape their businessmodels, increase collaboration, and improve customer relationships. Firms will reap the benefits of mobileby: • Capturing efficiencies by mobilizing processes. Many business processes can benefit from real-time data access and capture such as retrieving and updating customer records; checking inventory and prices; and processing sales transactions. Data capture at the point of service minimizes data entry time, reduces errors, and minimizes incorrect billing. By providing mobile application access, firms can shorten sales cycles, improve data quality and enhance customer satisfaction. For example, Cedars Foods was able to serve 10% more accounts per day and increase sales 5% by using ruggedized mobile handhelds and route optimization software. Schnell Chemie GmbH, a German chemicals company, optimized its data collection with a digital pen solution for BlackBerry that enabled the company to process three times as much data in 75 percent of the time. • Improving data accuracy and care. Every business wants to reduce paper processing and improve both the employee and customer experience. Health-care providers are embracing smartphones and tablets to do this. Physicians and nurses can avoid mistakes by knowing more about the patient by the time they’re asked to make a decision. Medical professionals can use mobile devices like the BlackBerry Playbook and the Apple iPad to capture vital information at the point of care to improve the accuracy of patient data as well as minimize paperwork. Doctors are also using tablets to educate patients on their conditions and treatment. In many cases, firms start by replacing volumes of paper or paper-based processes with mobile apps. For example, hospitals can use cloud-based apps to create a paperless patient pre-admission and screening process. Another example is DI Environment, a French facilities-management company that deployed a Blackberry app that shaved two weeks off the time required to prepare payroll and reduced the invoicing cycle from 60 to 30 days. • Creating new value by tapping into context. Insurance firms can improve the customer experience by collecting mobile context info such as GPS location and combining it with contact center data to improve claims processing. For example, Groupama deployed an application thatMobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 7
  8. 8. allows customers to submit claims and get assistance at the accident site. The app connects into a Genesys contact center to provide estimated call hold times and one-touch access to the appropriate department without needing to know the number. The app sends all of the account information, including the user’s GPS location, from the customer’s phone to the agent. The user doesn’t need to wait on hold because the system calls the customer back when an agent is available or when the user wants to receive the phone call. • Improving processes with photo and video capture. Mobility’s benefits push beyond differentiation to cost reduction. Mobility provides context that includes presence and location. Sensors in the latest devices provide environmental conditions such as temperature and humidity as well as magnetometers and accelerometers for direction and orientation. In the future, software such as augmented reality browsers will be used in enterprise scenarios to overlay digital data on top of the physical view of an object from a device’s camera. For example, a field technician could hover a device’s camera over a piece of equipment and the equipment’s most common issues could appear on the tablet or smartphone screen. • Delivering new agility by integrating mobile, cloud and analytics. IT infrastructure must change as relationships become more dynamic among employees, customers, partners and suppliers. By linking mobilized business processes, combined with advanced business analytics and cloud services, firms can 1) collect data at the point of work; 2) use mobile-aware analytics packages to grab context-aware data points such as location and 3) quickly scale server and storage capacity to analyze customer data. IT will combine these tools to turn data into actionable intelligence. For example, IT can help a delivery person at a customer’s site run a report that shows the customer’s last deliveries and calculates how long it will be before the client needs another delivery as well as help the logistics manager understand how long the delivery person was in the customer’s building vs. driving between sites. By giving business units access to better customer intelligence, IT directly impacts the firm’s decision-making ability and growth.Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 8
  9. 9. Three%Steps%Help%IT%%Mobilize%the%Business% 1.#Define#processes#and#apps#to# support#business#goals% 2.#Create#a#mobile#management# strategy% 3.#Evaluate#mobile#development# pla<orms#and#op=ons%Three Steps Help Firms Prepare for the Changes Mobile BringsIn the past, businesses thought of mobile as another endpoint or access method. Today companiesrealize that mobility must become an integral part of the business strategy. A business must create amobile strategy that defines how to manage and support a wide range of devices, which apps andprocesses to mobilize, how to design apps to take advantage of multiple devices, and how to secureaccess to corporate data. To get started, IT should consider a three-step plan: Step 1. Define What Processes Benefit from Mobile. A successful enterprise mobile strategy requires firms to evaluate what processes are working, what needs to be changed, and how mobile can improve these processes to deliver better business results. Many business processesMobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 9
  10. 10. weren’t designed with mobile in mind and need to be redesigned to take advantage of new capabilities and constraints such a small screens and touch vs. keyboard navigation. Work flows and applications that benefit from location and real-time data capture are a logical starting point. Mobile apps aren’t necessarily like the packaged apps we run on PCs today. A mobile app can be a single process such as an approval; a call for a piece of data such as inventory; or a subset of an entire app such as ERP. IT may need to mobilize a process or a part of a process, not necessarily an entire application. Step 2. Create A Mobile Management Strategy. IT should evaluate the strengths and weaknesses of each mobile platform and define an enterprise mobility-management strategy that offers broad mobile device and mobile operating system support. The system should provide centralized management for mass deployment of applications and updates of Over-the-Air (OTA) as well as robust mobile security. The amount of security that is required will be based on what types of applications will be used, what kind of data will be stored on the device, and what regulations the firm is subject to. Basic security features such as password enforcement, remote lock, and remote wipe are found in MDM (Mobile Device Management) today. But CIOs need a comprehensive mobile-security solution that provides protection on three levels by preventing unauthorized access to: 1) the device and its data – including data on removable storage 2) data as it transits the network and 3) the corporate network. There are several ways to manage this. With BlackBerry Mobile Fusion, organizations that utilize BlackBerry can leverage the existing BES infrastructure along with the recently launched Universal Device Service to manage a mixed environment of BlackBerry, iOS and Android devices in a secure, simple, and cost-efficient manner. Other options may include adding a third party mobile management platform such as Airwatch or MobileIron or working with a carrier for managed mobility services.Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 10
  11. 11. The$Four$Parts$of$Enterprise$Mobile$ Management$ Network$and$Device$$ Policy$and$Strategy$ Troubleshoo@ng$ ContextCAware$$ Device$and$App$ Security$ $Management$$ Step 3. Evaluate mobile-development platforms and options. The “build once and run anywhere” application is possible if using the mobile web, but the mobile web can’t replicate all of the functions of a native app. Firms should look to mobile application platforms like Antennae, SAP, or Kony and cross-platform design tools such as Appcelator or Sencha to enable richer apps that combine HTML-5 and native elements. The choice to build for native or mobile isn’t binary. IT will likely develop a mix of native, hybrid and mobile web apps. The choice of tools will depend on the mix of functions that is required, but IT should be evaluating platforms to enable more rapid development and iteration. While there is intense fragmentation, IT will likely need to build both cross-platform and native apps. The choice depends on the richness of experience that you are trying to create and the connectivity requirements. Native apps have full access to device features (e.g. accelerometers, camera, etc.), the benefits of local processing, persistence,Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 11
  12. 12. and integration with other native apps such as contacts and calendar. However, mobile web development provides multiplatform support, a large pool of developers, and rapid deployment cycles. In fact, many firms will build hybrid apps that combine access to native features with HTML-5 user interfaces.ConclusionBusinesses face a dynamic landscape where both customer and employee demands are changing. Theworld is changing, as mobile social and cloud technologies transform IT. Over the next three years,businesses must prepare for change. Specifically,• Mobile changes the data and analytics strategy. Mobile, wireless and sensor-enabled devices will change the volume of endpoints a business must connect manage. It also changes the volume and variety of data sources a business must capture, analyze and act upon. The possibilities for new connected devices and new services based on integrating the data from those devices and data from the cloud are endless. To be successful, a business must create a foundation big data  storage and analysis tools as well as seek out a new generation of business intelligence tools that provide near real- time analytics on mobile data sources.• Mobile changes the software strategy. As mobile features such as touch navigation and new operating systems have emerged, businesses must rebuild applications and business processes to support access over a wide range of devices. Businesses need a cross-platform mobile app development strategy to support a variety of operating systems and HTML-5 web apps. It’s not an either or strategy. Over at least the next three years, businesses must support native, hybrid and web app development.• Mobile requires a management strategy. Mobile comes with a myriad of opportunity but also with challenges. A business must design a mobile management strategy that secures corporate data, allows   BYOD and facilitates the distribution and management of applications. This software to support this must include MDM, security and basic application management.These are just several of the changes that will occur over the next five years. Companies that understandand prepare for these tectonic shifts will deliver competitive advantage through mobile technology.Mobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 12
  13. 13. ALL RIGHTS RESERVED.Lopez Research LLCThe development, preparation, and publication of this work have been undertaken with great care. Whilewe don’t anticipate any errors in this document, errors may occur. We’ll make every attempt to correctany errors that are found. The publisher is not responsible for consequences that may ensue from use ofmaterials or information contained in this work. No part of this document may be reproduced in anymanner without the express written consent of Lopez Research, except in the case of brief excerpts incritical reviews and articles. This document is available for reprints. All inquiries should be addressed tothe publisher.About Lopez ResearchLopez Research, founded in 2008, is a market research and strategy consulting firm that specializes inhow mobile technologies, big data and cloud computing will create contextual “Right Time Experiences”.The company’s mission is to understand the evolution of these trends, provide thought leadership, andassist both enterprise and technology vendor clients in building winning market strategies. Thecompanies perceptions in the enterprise market are gained through direct industry involvement and clientinteraction. Lopez Research combines survey-based research and predictive analysis to gain insight intocoming trends. With a background in emerging business and technology trends, voice and datanetworking technologies, and vendor and service provider selection, Lopez Research provides clients andreaders with the bridge between business leadership and technology adoption.Contact Information2269 Chestnut Street #202San Francisco, CA 94123Main Phone 415-894-5781Author’s email: mlopez@lopezresearch.comwww.lopezresearch.comMobile, Social and Cloud Transform Business and IT Copyright Lopez Research LLC 13