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Premium Mobile Apps in North America: Enterprise Preferences and Plans

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A presentation providing a market overview of premium mobile apps in the workplace, and survey results of enterprise preferences and plans.

A presentation providing a market overview of premium mobile apps in the workplace, and survey results of enterprise preferences and plans.

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  • 1. Premium Mobile Apps in North America -- Enterprise Preferences and Plans -- Jeanine Sterling, Senior Industry Analyst Mobile and Wireless Communications June 30, 2009
  • 2. Today’s Focus Points • Premium Mobile Apps in the Workplace: A Market Overview • Enterprise Preferences and Plans (1Q Survey Results) Level of Perceived Need Deployment Plans Barriers to Implementation ROI Metrics • Conclusions 2
  • 3. Economic Downturn – Impacts Still Raining Down • Financial crisis continues to strongly influence individual enterprise wireless strategies and expenditures. • Companies remain in wait-and-see mode: Consumer sentiment is improving; however, unemployment figures remain high and conditions remain volatile. • Frost & Sullivan Mobile and Wireless Advisory Board feedback: o Cautious optimism o Solid ROI a must on any new purchase o Deployment slow-down remains in place o SaaS model gaining in popularity 3
  • 4. On the flip side… • Mobile worker population is growing. • A “changing of the guard” is taking place at management levels. • Strong worker expectations exist re: mobile access to corporate applications and information. • Both hard and soft benefits of premium mobile apps are being recognized and valued. • IT software typically survives economic downturns in better shape than hardware. However…. Is the North American enterprise really ready to deploy more than just wireless email and mobile Internet access to its growing population of mobile workers? 4
  • 5. Premium Mobile Apps in the Workplace -- A Market Overview -- 5
  • 6. Mobile Data Services: Continued Growth Mobile Service Revenues($ Million) Mobile Data Revenues($ Million) % of Revenues 200000.0 40 180000.0 35 160000.0 30 Revenues ($ Million) 140000.0 % of Revenues 120000.0 25 100000.0 20 80000.0 15 60000.0 10 40000.0 20000.0 5 0.0 0 2007 2008 2009 2010 2011 2012 2013 2014 Year • 2009 Mobile Data Services revenues are expected to comprise ~25% -- or $40.9 billion – of total mobile services revenues in U.S. 6
  • 7. Four Premium Mobile Enterprise Application Categories Field Asset Mobile Resource Mobile Sales Force Management (FAM) Mobile Office Management (MRM) Automation (SFA) Local Field Fleet Wireless push email Worker Track, Locate, Wireless SFA on Management PIM – Personal Monitor handheld devices Service Inventory Information Mapping & Navigation Off-line PDA SFA with Tracking and Management wired synchronization Exception Alerts and Management Security and Geo-Fencing to back-end CRM/SFA Mobile Product/Cargo management support systems Messaging Tracking and administration Laptop SFA – wired or Business Intelligence wireless Data Capture and Reporting Technologies: Central repository for: Barcode scanning, Worker Management (Time Cards, Job • Accounts Image capture, Wireless asset Progress Updates, etc.) • History tracking devices, Scheduling, Dispatch, • Contacts RFID, Sensor and Event Confirmation • Calendar solutions, Location Data Collection • Tasks tagging (Signature/Image Capture, Barcode • Inventory Scanning, Wireless • Sales pipeline Forms) 7
  • 8. Market Trends and Issues 2008 2009 • Growing traction of location- • Continued quest for optimal aware services monetization model(s) • Intensifying verticalization • Appealing to the SMB sector • Dispersion through the mobile • More intelligent data mining workforce • Centralized approach to • Progress on back-office mobility management integration • Growing emphasis on • Emphasis on ROI as key selling customer satisfaction as key point selling point 8
  • 9. Polling Question Which 2009 trend is most critical to the long-term success of our four premium mobile applications? • Finding the optimal monetization model(s) • Appealing to the SMB segment • Making data-mining more intelligent • Implementing a centralized approach to mobility management • Highlighting the customer satisfaction benefits of these solutions 9
  • 10. Premium Mobile Apps -- Enterprise Preferences and Plans -- 10
  • 11. First Quarter 2009 Mobile Apps Survey • January 2009 online research survey. • 150 enterprise mobile and wireless decision-makers. • Sample divided evenly in terms of company size: • Fewer than 500 employees • 500+ employees • Wide range of industries represented, including: • Business/Professional Services • Manufacturing and Distribution • Telecommunications/IT • Financial/Insurance Services • Retail • Healthcare • U.S. vs. Canada representation. 11
  • 12. Four Areas of Questioning Field Asset Management (FAM) Mobile Office Local Field Fleet Wireless push email Management PIM – Personal Service Inventory Information Tracking and Management Management Security and Mobile Product/Cargo management support • Level of Perceived Need Tracking Data Capture Technologies: and administration Barcode scanning, Image capture, Wireless asset tracking devices, RFID, Sensor • Plans for Deployment solutions, Location tagging Mobile Resource Mobile Sales Force • Barriers to Implementation Management (MRM) Automation (SFA) Worker Track, Locate, Wireless SFA on Monitor handheld devices Mapping & Navigation Off-line PDA SFA with Exception Alerts and wired synchronization Geo-Fencing to back-end CRM/SFA • Measures of Success Messaging Business Intelligence systems Laptop SFA – wired or wireless and Reporting Central repository for: Worker Management (Time Cards, Job • Accounts Progress Updates, etc.) • History Scheduling, Dispatch, • Contacts and Event Confirmation • Calendar Data Collection • Tasks (Signature/Image Capture, Barcode • Inventory Scanning, Wireless • Sales pipeline Forms) 12
  • 13. Level of Perceived Need – All Respondents Question: How necessary is this solution in helping to meet your organization’s business goals? 50 North America 45 40 35 Percent of Respondents (%) 30 Field Asset Management 25 Mobile Office 20 Mobile Resource Management 15 Mobile Sales Force Automation 10 5 0 Very Necessary Somewhat Not Necessary Necessary at All 13
  • 14. Level of Perceived Need -- U.S. vs. Canada Mobile Resource Management (MRM) Mobile Office Question: How necessary is this solution in helping to meet your organization’s Very Necessary business goals? Very 18% Necessary Not at All 30% Not at All Necessary Necessary Somewhat 46% 56% Necessary • U.S. companies significantly Somewhat 26% more likely to see value in Necessary 24% Premium Mobile apps Canadian Respondents • Most valued app – Mobile Canadian Respondents Office – still shows wide divergence in U.S. vs. Not at All Not at All Canada perceptions Necessary Necessary Very 15% 25% Very Necessary Somewhat Necessary 41% Somewhat Necessary 54% Necessary 31% 34% U.S. Respondents U.S. Respondents 14
  • 15. Deployment Plans – All Respondents Question: Please indicate your organization’s current plans for implementing this solution. 50 North America 45 40 Percent of Respondents (%) 35 Field Asset Management 30 Mobile Office 25 20 Mobile Resource Management 15 Mobile Sales Force Automation 10 5 0 Have app, Have app, No plans Plan to intro app No app, No plans to Expanding within 12 to expand within 3 years deploy months 15
  • 16. Deployment Plans -- U.S. vs. Canada Mobile Sales Force Automation Mobile Office Question: Please indicate your organization’s current plans for 14% implementing this solution. 16% 12% 40% 56% 22% 8% • Striking difference in 10% willingness to deploy premium 12% 10% mobile apps Canadian Respondents • Most deployed app in Canada Canadian Respondents sample – Mobile Office – still shows wide delta between U.S. and Canada 13% 4% 27% actions/plans 31% 37% 16% 6% Have app, Expanding within 12 months 17% 19% 30% Have app, No plans to expand Plan to intro within 12 months U.S. Respondents Plan to intro within 2-3 years U.S. Respondents No app, No plans to deploy 16
  • 17. Implementation Barriers – For Those With No Plans to Deploy Question: Please indicate which of the following are the most significant barriers to implementing this solution within your company. No perceived need 79.5% Cost of implementation 22.7% High TCO 19.2% ROI benefits are unclear 9.5% Other 9.0% Security concerns 7.2% Lack of internal expertise 6.5% Lack of knowledge re: vendors/solutions 5.7% Difficulty integrating into back-office systems 4.5% Employee resistance 4.5% Privacy concerns 4.0% North America 0 20 40 60 80 100 Average Percentage of Respondents (%) 17
  • 18. MRM Implementation Barriers – U.S. vs. Canada Question for companies with no plans to deploy MRM: Please indicate which of the following are the most significant barriers to implementing an MRM solution within your company. 72% No perceived 80% need 64% 24% Cost of 23% implementation 25% 14% High TCO 13% 14% 10% ROI benefits 0% are unclear 21% 0 20 40 60 80 100 All respondents Canadian respondents Percent of Respondents (%) U.S. respondents Source: Frost & Sullivan Online Survey, January 2009 18
  • 19. MRM Implementation Barriers – By Company Size Question for companies with no plans to deploy MRM: Please indicate which of the following are the most significant barriers to implementing an MRM solution within your company. <500 Employees 500+ Employees 100 100 90 90 Percent of Respondents (%) 80 79% 80 70 70 60 60 50 50 40% 40% 40% 40 40 30 30 21% 20 20 13% 10 10 57% 0 0 No Cost of High No Cost of Unclear need implementation TCO need implementation ROI Source: Frost & Sullivan Online Survey, January 2009 19
  • 20. MRM Implementation Barriers – By Organizational Level Question for companies with no plans to deploy MRM: Please indicate which of the following are the most significant barriers to implementing an MRM solution within your company. CXO Respondents VP Respondents IT Mgr/Staff Respondents 100 100 100 90 90 90 Percent of Respondents (%) 80 79% 80 80 70 70 70 60 60 57% 60 50% 50 50 50 43% 40 40 40 38% 30 30 29% 30 26% 25% 25% 20 20 20 10 10 10 0 0 0 No Cost of No Unclear Cost of No Security High Lack of need implementation need ROI implementation need Concerns TCO Expertise Source: Frost & Sullivan Online Survey, January 2009 20
  • 21. Implementation Barriers – For Those Planning to Deploy Within Next Three Years Question: Please indicate which of the following are the most significant barriers as to why your organization has yet to implement this solution. Cost of implementation 50.0% Security concerns 32.0% High TCO 31.5% ROI benefits are unclear 29.7% Privacy concerns 24.5% Lack of knowledge re: vendors/solutions 15.5% Lack of internal expertise 13.2% Technology not ready 11.7% Difficulty integrating into back-office systems 11.0% Employee resistance 9.7% North America 0 20 40 60 Average Percentage of Respondents (%) 21
  • 22. Polling Question If you’re a vendor or channel for enterprise mobile apps, which is your biggest challenge at this time? • Creating the right product • Selling through the right channels • Pricing the solution appropriately • Identifying key target markets • Crafting effective marketing messages 22
  • 23. Primary ROI Metrics for Current Users Field Asset Mobile Resource Mobile Sales Management Mobile Office Management Force Automation 43% - Improved 46% - Increase in 41% - Reduced 39% - Increase in service response customer paperwork customer times satisfaction satisfaction 41% - Increase in 29% - Faster 41% - Improved customer 34% - Increased trouble ticket service response satisfaction sales resolution times 36% - Increased 30% - Improved 29% - Increase in 40% - Increased job completion service response customer sales rates times satisfaction 30% - More 28% - More 28% - Increased 29% - Decrease in accurate billing accurate billing job completion overtime hours rates 24% - Reduced paperwork 22% - Reduced paperwork 23
  • 24. Conclusions • Premium mobile applications are already viewed as business enablers by a sizeable percentage of companies. • Current users are ready to expand. • Fence-sitters present a manageable array of concerns. • Adoption barriers focus on lack of need, cost concerns, and security/privacy issues. These barriers vary in intensity by geography, company size, and organizational level. • Marketing strategy is critical. • These apps provide a competitive advantage now; but will soon morph to become a competitive requirement. 24
  • 25. Next Steps Request a proposal for a Growth Partnership Service to support you and your team to accelerate the growth of your company. (myfrost@frost.com) 1-877-GoFrost (1-877-463-7678) Join us at our annual Growth, Innovation, and Leadership 2009: A Frost & Sullivan Global Congress on Corporate Growth, September 13-16 2009, Hyatt Scottsdale Resort & Spa at Gainey Ranch, Scottsdale, AZ (www.gil-global.com) Register for the next Chairman’s Series on Growth: The CEO's Growth Team™: Research & Development Driving Growth and Innovation (April 7th) (http://www.frost.com/growth) Register for Frost & Sullivan’s Growth Opportunity Newsletter and keep abreast of innovative growth opportunities (www.frost.com/news) 25
  • 26. Poll Question Which of the following would you like to discuss in more depth? (Select all that apply) • A Growth Partnership Services Proposal: A discussion proposal which will illustrate how Frost & Sullivan works with you to accelerate growth • Growth Strategy Dialogue: Schedule a one-on-one industry specific strategy session • Review a proposal for conducting a 360 Degree Visionary Workshop • Growth Consulting: consult with us on a specific project in progress: i.e. new product launch; geographic expansion strategy; M&A; etc. • GIL 2009: Obtaining more information on attending the Growth, Innovation and Leadership Global Congress *Turn off your pop-up blocker, so you can respond to the next polling question 26
  • 27. Your Feedback is Important to Us What would you like to see from Frost & Sullivan? Growth Forecasts? Competitive Structure? Emerging Trends? Strategic Recommendations? Other? Please inform us by taking our survey. 27
  • 28. For Additional Information Craig Hays Naylor Gray Director of Sales Global Marketing Information and Communications (210) 247-24376 Technologies ngray@frost.com (210) 247-2460 chayes@frost.com Jeanine Sterling Senior Industry Analyst Mobile and Wireless Communications (586) 263-4454 jeanine.sterling@frost.com 28

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