Mobility outlook 2013 mobile enterprise
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Mobility outlook 2013 mobile enterprise

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Mobility Outlook 2013
By Chris Marsh, Yankee Group
New devices are being released faster than IT and even consumers can keep up, and 39% of the U.S. workforce is now operating mobile for a significant portion of their time. But what else about mobility in the enterprise has changed in 2012? What are business leaders predicting for 2013?

This report will showcase results of the third annual exclusive and forward-looking research from Mobile Enterprise Magazine and Yankee Group. Rich Karpinski, Senior Analyst, Yankee Group, reviews the transformational 2012 and looks at mobile opportunities of the future including:
BYOx Becomes Mainstream
Acceptance of Consumerization
The Mobile App Gold Rush
Moving Ahead to Strategic Value

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  • 1. Mobility 2013Outlook • BYOx Becomes Mainstream • Accepting Consumerization • A Mobile App Gold Rush • The Technology Soup Bubbles • Moving Ahead to Strategic Value In 2013, mobility will move from opportunistic deployment of specific technologies to a more strategic value for businesses. research par tner a supplement to
  • 2. Mobility 2013Outlook Publisher Dorene Rettas DoreneR@MobileEnterpriseMag.com EDITORIAL Editor in Chief: Lori Castle LoriC@MobileEnterpriseMag.com Thirty-nine percent of the U.S. workforce is now operating in mobile or re- Assistant Editor: Gerard Longo GerardL@MobileEnterpriseMag.com mote locations for a significant portion of their time. Yankee Group reviews the transformational 2012 and looks at mobile opportunities of the future. advertising sales Senior Account Manager: Scott Vetter ScottV@MobileEnterpriseMag.com Assistant to Publisher: Jen Johnson jjohnson@edgellmail.com What happened in 2012 ART & PRODUCTION Creative Director: Colette Magliaro cmagliaro@edgellmail.com The year 2012 has been very eventful for enterprise mobility, with IT finally Art Director: Pamela C. Ravetier taking on BYOD, legacy players falling back and new ones surging. Compa- pravetier@edgellmail.com nies are increasing their mobile budgets, but are looking at the same time Production Manager: Lynn Wilhelm to gain greater strategic, not just tactical, value from their investments. lwilhelm@edgellmail.com It’s also been a year when the levels of complexity from increasing mobil- online media ity have risen sharply, and companies were faced with a more complicated VP Media Integration: Rob Keenan rkeenan@edgellmail.com technology soup of managed device and application services; 2013 will see Director of Lead Generation & Audience companies move to address this with greater organizational focus around Development: Jason Ward jward@edgellmail.com creating agility in the mobile strategy. Web Development Manager: Scott Ernst sernst@edgellmail.com Online Event Producer: Sara Gould SGould@edgellmail.com marketing/circulation Contents Circulation Manager: Jeffrey Zabe jzabe@edgellmail.com Subscriptions: (978) 671-0449, cs@e-circ.net MO4 BYOx Becomes Mainstream as IT Does U-Turn Reprints: Call PARS Int’l, (212) 221-9595 x319 edgellreprints@parsintl.com MO5 Accepting Consumerization Corporate MO8 A Mobile App Gold Rush CEO/Chairman: Gabriele Edgell gedgell@edgellmail.com MO10 The Technology Soup Bubbles President: Gerald C. Ryerson gryerson@edgellmail.com MO12 Moving Ahead to Strategic Value Vice President: John Chiego jchiego@edgellmail.com Founder: Douglas C. Edgell, 1951–1998 Corporate office Edgell Communications, 4 Middlebury Blvd., About the Author   Randolph, N.J. 07869, (973) 607-1300 Chris Marsh is a principal analyst with Yankee Group’s Enterprise Research group. He focuses on analyzing opportunities for enterprises around mobile apps, unified communications and 3G and 4G wireless services. Of particular interest is the transformative nature of these TECHNOLOGY GROUP technologies on enterprise and service provider business models. www.edgel l communi cat i ons.comMobileEnterpriseMag.com mobility outlook 2013 | MO3
  • 3. Mobility 2013Outlook BYOx Becomes Main- office working unsurprisingly accounts for most of the in- stream as IT Does U-Turn crease in this mobility, with the spotlight on companies to 2012: A Tipping Point for Mobile Workers provide mobile extensions to generic internal business pro- cesses to keep their employees This year has been a tipping mobile or remote locations productive when away from point for enterprise mobility for a significant portion of their desks and offices. — with employees and IT now their time. (See Fig. 1) Fueling this cascading jumping aboard the bring- The majority (54%) of the workforce mobility is an in- your-own-device (BYOD) and total mobile workforce is now, crease in those employees us- bring-your-own-applications and for the first time, com- ing a smartphone for work. (BYOA) bandwagons. This prised of professional work- From June 2011 to June 2012 was driven by the continuing ers — executives, managers Yankee Group’s US Enterprise spread of workplace mobility and non-managerial workers Mobility: Empowered Em- with 39%, just over 60 mil- as opposed to the dedicatedly ployee survey reveals that the lion, of the total workforce mobile field, sales and deliv- proportion of U.S. employees in the U.S. now operating in ery employees. Localized intra- using a smartphone for work Figure 1: workplace mobility Total Workforce = 100 percent ; Mobile Workforce = 39 percent Field Force/ Other Sales Force Professionals 11% of total 7% of total workforce workforce 21% of total workforce 29% of mobile 17% of mobile 54% of mobile workforce workforce workforce % 9% l % ow Cli vic 2% dg an % af % 6% % % n/ cti fe 4% es ta % op 4% th 6% % 3% 11 th ic li cu 7 le ici e: 3 st 3 16 13 ad s : 2 :1 iv or :1 s: O ys Pub Fa rs: kn ns/ Ser ty: e s: f: tio du sa s: pe ff: O le: tr on ty er s: s: s: er uc o lic er ut ni es o nt er er ag tr pr b ri at ec Se ne ag ta ns ry Pu u tr an n co ul gi an is ia c M y/ ns in en m ex er dm Co s/ s iv le an A el sa ci D d/ ni er Ph el ch Co cto Fi te Fa e ic rv se d el Fi SOURCE: Yankee Group, June 2012 MO4 | Mobility Outlook 2013 MobileEnterpriseMag.com
  • 4. purposes increased signifi- cantly from 37% to 60% of all Accepting Consumerization employees. Organizational Attitudes to Work Of the mobile phones Behaviors Change these employees are using, the vast majority continue to be individually owned As seen in the last few years, road as part of their wider or- and procured. Almost all of BYOx continues to dramati- ganizational culture, and the the increase in smartphone cally change organizational vast majority of companies now usage at work over the past attitudes to work behaviors. believe these workers are as pro- 12 months has been a rise in Over the past 12 months, IT ductive as those working in an individual employee owner- leaders have jumped aboard office environment. (See Fig. 3) ship. Now less than a fifth of the consumerization band- Although our survey data business smartphones can be wagon at long last. Our 2011 has shown in the past that considered corporate-liable, survey showed that 57% of IT employees often use consumer with the company procuring, decision-makers either actively apps for work purposes even owning and paying for the de- prohibited or discouraged the when prohibited by their IT vice and service. (See Fig. 2) use of non-sanctioned apps department, it is clear that the The remaining percent and devices. increasing permissiveness of were acquired either via a cor- Just a year later, attitudes IT is now accelerating even fur- porate-sponsored, individual- have clearly changed and en- ther their adoption; 13% more ly liable program — essentially terprises can actually be said to employees now use these tools employees getting a discount be largely embracing consum- or would be interested in doing because of their employer (27% erization, with 60% of firms so compared to the same time of business smartphone users) allowing employees to use con- last year. (See Fig. 4) or pure individual purchas- sumer apps and devices in the This now equates to 58% ing through traditional retail workplace. Nearly three-quar- of all employees, putting huge means (55% of business smart- ters of companies now consider pressure on IT to find ways phone users). working from home or on the to assert policy, security and compliance across a portfolio of internally created, publicly- sourced and curated, and em- Figure 2: Individual Purchases Dominate ployees’ own consumer apps. Business Smartphones It was another year of U.S. Thinking of your work mobile device, which statement best describes smartphone growth and the how you obtained and pay for your service? further ascendancy of two Through a discount program dominant platforms, Apple’s arranged by employer and then 16% iOS and Google’s Android, expense it back to the company at the expense of Research In Through a discount program Motion (RIM) and muted at- arranged by employer and no 14% expense back to the company tempts by Microsoft to gain ground with its nascent Win- Company pays the bill directly 19% dows Phone platform. Of thePersonally obtained the service and then 57% of total mobile subscribers 14% expense back to the company now using smartphones, 29% Personally obtained the service 38% of them are on iPhones and an- and do not expense it other 49% are on Android de- SOURCE: Yankee Group, July 2012 vices. The market is revolving around these two ecosystems.MobileEnterpriseMag.com mobility outlook 2013 | MO5
  • 5. Mobility 2013Outlook With more than 80% of asked what type of smartphone and BlackBerry still holds a smartphones used by employ- they currently use for business higher percentage among busi- ees today being acquired by us- purposes, 38% of our employee nesses due to its existing legacy ers themselves employees are respondents say they use An- within enterprises. essentially dictating what plat- droid, 32% use iPhone and 21% In the future, however, users forms will be supported by IT in use BlackBerry (See Fig. 5) anticipate continuing to move the future. So what choices are Again, if we compare this away from BlackBerry in favor employees making with respect to overall smartphone market of iPhone and Android devices. to smartphone purchases? figures in the U.S., we find that Among employees who don’t It would make sense that Android and iPhone adoption currently use a smartphone they’re very much in line with is consistent with recent trends, but are considering a purchase overall consumer smartphone but percentages differ. Business within the next several months, purchasing trends, and our smartphone users tend to skew the survey reveals that iPhone survey bears this out. When slightly more toward iPhones leads (52%), followed by An- Figure 3: Enterprises Are Coming to Terms With Consumerization Please select the statement that best summarizes the philosophy of your organization regarding employees introducing consumer applications or devices into the work environment Non-sanctioned applications are absolutely not 22% tolerated and immediately blocked or removed 13% It’s not encouraged, but we don’t actively monitor their 35% use nor do we offer end user support for them 26% We allow employees to use any non-harmful device, 28% but we DON’T provide any support for the item 32% We allow employees to use any non-harmful application or 15% devices and we DO provide some support for the item 28% JUNE 2011 JUNE 2012 SOURCE: Yankee Group, July 2012 Figure 4: More Than Half of all Employees Now Use or are Interested in Using Consumer Applications for Work Purposes June 2011 June 2012 % change I do install/use consumer productivity applications 28% 35% +7% or internet tools for work purposes I would be interested in installing/using consumer productivity 17% 23% +6% applications or internet tools for work purposes I am not interested in installing/using consumer productivity 43% 29% -14% applications or internet tools for work purposes Unsure/don’t know 11% 13% +2% SO U R C E : Yankee Group US Enterprise Mobility: Empowered Employee, June 2011 and 2012 surveys MO6 | Mobility Outlook 2013 MobileEnterpriseMag.com
  • 6. Mobility 2013Outlook droid (45%), with BlackBerry (17%) and Windows Phone ly sanctioned, corporate sup- port for BlackBerry has fallen A Mobile App Gold (10%) lagging significantly be- from 50% of firms in October hind. (See Fig. 6) 2011 to 36% as of June 2012, With RIM stuttering in the with only 8% of all companies consumer market, the swell of BYOD is correspondingly shift- saying that Blackberry OS will be their preferred smartphone Rush ing IT attitudes with BlackBer- OS in two years. Clearly IT is Cloud Enabling ry suffering significantly in a having to respond quickly to a Innovation as App short period of time. Despite transforming device landscape Platforms and the presence of BlackBerry En- with the rapidity of RIM’s de- Dev Environments terprise Servers (BES) within a cline provoking many to make Become Available vast number of companies, ful- contingency plans. as-a-Service Figure 5: Business Smartphone Choice The enterprise is opening up Begins to Mirror Consumer Trends to a new mobile app gold rush What type of smartphone do you use for work purposes? driven by this growing mobile workforce, the evolution of Android 38% 38 higher-speed mobile networks, iPhone 32% employees’ familiarity with 32 apps and mobile app stores BlackBerry 21% from their personal lives and 21 the growing importance of Windows Mobile 4% 4 mobile as a channel for brands Palm OS to engage their customers. 1 1% These factors together are Symbian 0% driving companies to look 0 more closely at where mobili- Other 3% 3 SOURCE: Yankee Group, July 2012 zation can add not just oppor- tunistic but rather strategic value to their business process- es. As a result, more compa- Figure 6: iPhone, Android Will Begin to nies are increasing their bud- Distance Themselves Further from the Pack gets for mobility and mobile Which smartphones are you considering for purchase? applications. The proportion of companies increasing their iPhone 52% 52 budgets for mobile applica- Android 45% tions has almost doubled from 45 28% to 51% of all companies BlackBerry 17% saying they will be spending 17 more this coming year. Windows Mobile 10% 10 In addition, the emergence Symbian 1% of a varied managed mobile 1 services market has helped Palm OS 1% decrease the cost of develop- 1 ment, distribution and main- 0 SOURCE: Yankee Group, July 2012 tenance of mobile apps, and MO8 | Mobility Outlook 2013 MobileEnterpriseMag.com
  • 7. the cloud is proving to be a The proportion of companies increasing rapid source of innovation as application platforms and their budgets for mobile applications has development environments become available as-a-Service. almost doubled from 28% to 51% This has spurred compa- nies to look expansively be- yond mobile email and basic companies on both existing as mobile app development mobile access to corporate da- enterprise application mobili- platforms, mobile backend- tabases to a range of mobile zation and mobile-first appli- as-a-service providers and business-to-business (B2B), cations projects has been both crossplatform development business-to-employee (B2E) stimulated by, and in turn environments, all are gaining and business-to-consumer stimulates, significant inno- traction. A key consideration (B2C) use cases. vation in the managed service for companies now and for With companies looking marketplace. the future as they embark on to move quickly and work A host of solution types this gold rush is to understand f lexibly in trialing deploy- has emerged to cater for the which of the development op- ments, cloud deployments explosion. From backend and tions available to them — na- have also grown. Companies database connectivity and tive, hybrid and web — best suit are turning to SaaS and man- mobilization platforms such their growing needs. aged service deployments over on premise as a way to better manage the complexity and provision to their growing Figure 8: Mobile Business Use Cases mobile workforce. The pro- June June Change over portion of companies deploy- 2011 2012 past year ing mobile CRM as SaaS, for example, has grown from 34% Access to corporate database 37% 55% +18% to 46% over the past year while those deploying on premise CRM/customer 26% 45% +20% management applications has fallen the same amount from 34% to 22%. Standalone corporate IM 29% 44% +15% Companies want to be more involved use cases for mobile Intranet/employee facing web portal 39% 41% +2% apps. The value in mobility is passing to the liberation of Standalone web conferencing 22% 37% +15% enterprise data in business sys- tems and the transformation ERP/inventory and financial 19% 37% +19% of key processes. While most management applications current and mainstream enter- Dispatch/work order management 23% 40% +17% prise business systems do not provide enough flexibility and Unified Communications 13% 33% +21% interoperability to easily allow real-time and data-intensive Enterprise social networking 20% 32% +12% mobile enablement, tools and platforms are emerging to be- SFA/sales force automation 17% 29% +13% gin to make this more realistic. The gold rush is stimulat- SO U R C E : Yankee Group, June 2012 ing innovation. The focus ofMobileEnterpriseMag.com mobility outlook 2013 | MO9
  • 8. Mobility 2013Outlook The Technology Soup Bubbles Difficulties Grow as Companies Look Beyond Basic Mobility The surging tide of mobile cult, compared to around only twice the number of overall devices and growing num- a fifth of companies a year ago: companies in 2012 from 2011 ber of apps promise business As companies look beyond (16% to 30%) cited the need to transformation, but are bring- enabling basic mobile connec- ensure regulatory compliance ing substantial complexities tivity and access to more in- as a technological obstacle to and difficulties for a growing volved business process aligned supporting mobile workers. number of companies. Half deployments, the mix of tech- Limitations in mobile de- of all companies now say that nological challenges with vices almost tripled, from 17% managing mobile costs and which they are faced evolves. to 45% of all companies saying tasks like upgrading software Although considered a lesser it is an obstacle; alongside in- on mobile devices is very diffi- problem than those above, creases also in the proportion of companies struggling with managing a heterogeneous The surging tide of mobile devices environment of devices and generally struggling with a and growing number of apps promise different set of technologies. The managed service market- business transformation but are bringing place has responded with a vi- brant market of dozens of TEM, substantial complexities and difficulties MDM, MAM services having for a growing number of companies. emerged to manage some of the complexity involved. However the value in these services is shift- ing beyond cost management and the implementation of ba- Difficulties of Mobility-Related Figure 9: sic security for deployed devices. Tasks Very difficult Very difficult Change over As more service types and rating in rating in past year vendor offerings come to mar- June 2011 June 2012 ket, the value is moving to focus on the liberation of business Managing voice 26% 48% +22% system data through process and data costs for mobile handsets mobilization and, crucially, the scaling of applications across the workforce to cater for this. Managing software 31% 52% +21% While this is making businesses upgrades (e.g., upgrades, look much more closely at mo- patches, policy) on mobile handsets bile application platforms and MAM solutions, companies are struggling with how to in- Distributing mobile 23% 42% +19% tegrate these solutions with ex- applications to mobile devices isting MDM and TEM services to better address the lifecycle of June 2012 SO U R C E : Yankee Group, managing their mobile opera- tions — a key challenge MO10 | Mobility Outlook 2013 MobileEnterpriseMag.com
  • 9. Mobility 2013Outlook Moving Ahead to Strategic Value “Massive” Opportunity for Enterprise Mobility Management (EMM) Platforms For mobility to move from an intense innovation is separat- new opportunity for enter- opportunistic deployment of ing out categories of vendors in prise mobility management specific technologies to a more the enterprise mobile managed platforms. strategic value for businesses, service (EMM) marketplace. The platforms will provide platforms must be available As some vendors in the businesses with a more flexible to help IT better manage the TEM and MDM categories way of combining, integrating cost, security and complexity face commodity death, for and utilizing modular enter- of aligning assets with enter- others vertical integration prise services and also allow prise business systems. Partly and horizontal interoperabil- the management of security, in answer to this complexity ity promise to create a massive policy and compliance across Figure 10: Critical Features Needed for EMM Platforms Mobile Telecom Expense Connectivity Mobile Device Application Mobile Content Management Management Management Management Management Fulfillment/ Remote access Remote Application Search and provisioning across 3G/4G, configuration development edit corporate Wi-Fi and fixed and provisioning platforms and documents Invoice broadband tools management Device firmware Content delivery Single sign-in and OT updates Application in multiple Inventory integration formats management Policy man Backup and restore agement Application level File and document Reporting Troubleshooting permissions and sharing and analytics Quality of service and diagnostics security (Q0S) Offline storage Bill auditing Policy management Application Secure access, discovery, Encryption of files Rate plan including VPN, Software catalogs and and documents optimization private APN and installation stores static IP User access Password Remote and around file enforcement OTA deployment editing, sharing and Application access Application administration via single sign-in updating and removal Remote document Remote wipe/lock and data wipe Data encryption (including removable storage) Dual-persona SOURCE: Yankee Group, June 2012 Policy, Security, Compliance Support, Administration, Systems Management MO12 | Mobility Outlook 2013 MobileEnterpriseMag.com
  • 10. these integrated capabili- mobile operations, includ- ties. (See Fig. 10) J OI N U S O N LI N E ing devices, applications This technology shift will for a live discussion during the “Out- and network access. cause the market to move look on Mobility” web seminar. In the procurement of from bundled services to Hear more about where IT dollars will be managed services, this will vendors engineering enough spent and gain a real-world perspective give them the best chance interoperability for closely from our panelists. Register at mobileen- to achieve the right kind terprise.com/web-events integrated partnerships on of integrated and interop- these platforms, necessitat- 11/13/12 2:00 PM EST erable solution to enable ing a much less piecemeal widespread mobilization. approach to security. • Rich Karpinski For businesses these Senior Analyst, Yankee Group Remove Silos emerging platforms prom- Otherwise companies may • Donald King ise to give IT back some Infrastructure Services Customer Solutions be faced with a patchwork of the control it has lost Kimberly Clark Corporation of siloed technologies that by bringing better visibil- prevent them from realiz- ity and manageability over • David Lawson ing the strategic potential their mobile assets. SVP Information & Strategic Resources mobility promises. Universal Hospital Services, Inc. This year, has been if A key consideration not a tipping point for en- • Jay White here is ensuring that ad- terprise mobility, then a Enterprise Delivery Manager, opted services can provide watershed year. The ma- First Solar, Inc. a joined-up approach to jority of companies have policy setting, security and now jumped on the BYOD compliance. bandwagon and support, al- of mobility in their workforc- However, before procure- beit to varying degrees, their es, as the strategic value in the ment needs to come a more employees’ usage of consumer enterprise is passing to apps coordinated strategy. technologies. and app-centric tools and plat- forms, away from the benefits Mobility Across Business Get in The Game in 2013 of simply managing and secur- There needs to be more of a fo- Employees will turn to con- ing their devices. cus organizationally on how to sumer technologies regardless With this proliferation, coordinate mobility projects of whether they are permitted come new challenges in the — Mobility Centers of Excel- or not, so companies, if they development, distribution and lence as have already arisen in have not already, should get in maintenance of those apps as companies such as Coca-Cola, the game and address the chal- different lines of business initi- is one such approach. lenges of how to make mobile ate individual mobile projects, These will take the lead as management work for — not it is no easy task to implement the interface between IT, man- against — them. a unified strategy. agement and lines of busi- ness. They will play a key role Leverage Mobility Look to the Lifecycle in identifying and prioritizing It has also been the year when As our surveys show, the techno- requirements across the busi- companies have realized that logical obstacles companies face ness, framing best practices, with a proliferation of projects in supporting widening work- and helping educate workers across lines of business the place mobility are considerable. around usage policies. complexity of mobilization Companies should view Those companies who do increases. these as interlinked challenges this stand to gain the most from Companies should look to amid an overall goal of sup- the coming innovations in the leverage the growing amount porting the lifecycle of their enterprise mobile ecosystem. //MobileEnterpriseMag.com mobility outlook 2013 | MO13
  • 11. Mobility 2013Outlook Mobile Enterprise would like to thank the sponsors of Mobility Outlook 2013. Good Technology, the leader in secure enterprise mobility solutions, creates a world where employees can securely connect, communicate, and collaborate using their personal iOS, Android, and Windows Phone devices. Customers include more than 4,000 organizations worldwide, including F100 leaders in financial services, healthcare, retail, manufacturing, legal, and government. Learn more at www.good.com Intermec is the workflow performance company. We design the leading data capture and information management solutions at the interface between mobile workers, assets and customers. Through continuous innovation in hardware, software, services and integrated solutions, Intermec helps customers realize the full potential of their people, time, space and information. Intermec.com/FieldResults. Kony is the industry’s leading mobile and multichannel application platform provider. Kony develops a suite of customizable pre-built apps, the KonyOne™ Platform and a comprehensive mobile application management solution, which give companies the confidence and control to build apps once and deploy everywhere - across all mobile devices and operating systems. www.kony.com SAP helps companies of all sizes and industries run better with mobile solutions. From back office to boardroom, warehouse to storefront – SAP empowers people and organizations to work together more efficiently and use business insight to stay ahead of the competition. For more information, call SAP at 866-727-1489 or visit: www.sap.com/mobile. Verizon is a global leader in delivering broadband, wireless and wireline communications services and solutions to consumer, business, government and wholesale customers. Verizon Wireless operates Americas largest 4G LTE network employing more than 188,000 people and has customers in more than 150 countries. www.verizon.com MO14 | Mobility Outlook 2013 MobileEnterpriseMag.com