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Mobility presentation

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  • המובייל מספק חווית שימוש חדשה שהיא הרבה מעבר לשיחת טלפון:נגיעה, חיוויים של תנועות כדי להפעיל פונקציות (למשל –הטיית המכשיר כדי לסובב מכונית במירוץ מכוניות)כלי לתקשורת בין אישית-חברתיתצפיה בוידאוועוד
  • That’s like almostEvery Cowon the planetgetting a smartphone(1.2 Billion Cows est. )
  • http://www.gsm-israel.co.il/sites/default/files/imagecache/article_big/images/articles/ChartB%20GSM.png
  • cloud-stored music restaurant recommendations info on nearby gas stations
  • Even when accessing the same content
  • The margin of difference between products and services is narrow so the playing field of experience is gaining inprominence.The uncertainty created by a tumultuous global economy and uncertainty about the future means B2B buyers give extra attention to driving down costs and putting more pressure on reducing price whenever they can. The affects of buyer perceived risks is enormous
  • bridging the gap between the physical and digital worldsRetailers compete directly with eachother -customer using mobile for smart purchase while inside their store
  • MobideoNo product – ngRealCommerceONE MobileTaldoreWave
  • Transcript

    • 1. Mobility Market Trends 2012Tell me and I’ll forgetShow me and I may STKIremember Galit FeinInvolve me and I’ll VP & Senior Analyst
    • 2. Mobile Outsourcing Social Trade Fun Tools Pics Gesture Touch CalendarMail Location Ⅱ Δ Voice Video Content Access Search Galit Fein’s work Copyright 2012 @STKI 2 Do not remove source or attribution from any graphic or portion of graphic
    • 3. Mobile Forecast Galit Fein’s work Copyright 2012 @STKI 3 Do not remove source or attribution from any graphic or portion of graphic
    • 4. Israeli Smartphone Marketshare in 2011 Operating System Market Share Android 39.39% iOS 36.62% BlackBerry OS 9.48% Symbian 9.00% Other 5.52% Source: IDC 1.5 M smartphones sold in 2011 in Israel (Out of a total of 2.4 M cellphones) Galit Fein’s work Copyright 2012 @STKI 4 Do not remove source or attribution from any graphic or portion of graphic
    • 5. What the Market thinks… Galit Fein’s work Copyright 2012 @STKI 5 Do not remove source or attribution from any graphic or portion of graphic
    • 6. Israel (expected end 2012): Wintel: Q42011 compared to Q42010 Desktop PCs: -25% Notebooks: -35% Galit Fein’s work Copyright 2012 @STKI 6 Do not remove source or attribution from any graphic or portion of graphic
    • 7. “the NEW experience economy” Starbucks Frappuccino or not? Why not? Galit Fein’s work Copyright 2012 @STKI 7 Do not remove source or attribution from any graphic or portion of graphic
    • 8. It’s a Buyer Market Galit Fein’s work Copyright 2012 @STKI 8 Do not remove source or attribution from any graphic or portion of graphic
    • 9. Apple VS MicrosoftThe Consumer is the King The Employee is the King Galit Fein’s work Copyright 2012 @STKI 9 Do not remove source or attribution from any graphic or portion of graphic
    • 10. Productivity Software (office)? Office 15 ARM/Intel iOS6, Android, W8,MacOS BUT Vision VS Execution??? Galit Fein’s work Copyright 2012 @STKI 10 Do not remove source or attribution from any graphic or portion of graphic
    • 11. Multi-device lifestyle• Multiple online touchpoints - PC, TV, smartphone, media tablets and internet - enabled cars - all day long and each http://www.deccanchronicle.com/tabloid/bengaluru/%E2%80%98sir%E2%80%99i-please-guide-me-567 device is connected to a cloud Galit Fein’s work Copyright 2012 @STKI 11 Do not remove source or attribution from any graphic or portion of graphic
    • 12. From mobile devices to mobile users …… Galit Fein’s work Copyright 2012 @STKI 12 Do not remove source or attribution from any graphic or portion of graphic
    • 13. IT will support it ALL Each device has very different peak usagetimes, highlighting their varying uses and value propositions Galit Fein’s work Copyright 2012 @STKI 13 Do not remove source or attribution from any graphic or portion of graphic
    • 14. App-lifationstrong growth of mobile apps usage and preferencethere is no place for an imperfect app app-lifation of everything (desktops, cars, TVs, mobile) Galit Fein’s work Copyright 2012 @STKI 14 Do not remove source or attribution from any graphic or portion of graphic
    • 15. So Many Apps – So Little To Download… Galit Fein’s work Copyright 2012 @STKI 15 Do not remove source or attribution from any graphic or portion of graphic
    • 16. This is what a device knows about you……1. Activity based context: What are you doing?2. Social context: With whom are you?3. Spatial-Temporal context: Where are you? What time is it?4. Physiological context: Heart rate, movement, temperature5. Environmental context: In what environment are you?6. Mental context: How are you feeling?7. Virtual context: What is happening with you in the virtual space?8. My context: Who are you? Galit Fein’s work Copyright 2012 @STKI 16 Do not remove source or attribution from any graphic or portion of graphic
    • 17. The value of mobile is in the apps … "specialized local services running in conjunction with cloud-based services (private/public) that mostly do A2P messagingmessages between a user and an automated application in location aware devices processing to figure out the context and state of the user”- Galit Fein’s work Copyright 2012 @STKI 17 Do not remove source or attribution from any graphic or portion of graphic
    • 18. NBA – Next Best Action Galit Fein’s work Copyright 2012 @STKI 18 Do not remove source or attribution from any graphic or portion of graphic
    • 19. Decision-making in the Digital World Seeking Intelligence, Not Content - Real time 60% of purchase decisions being made before the consumer stepped into the store!!! Galit Fein’s work Copyright 2012 @STKI 19 Do not remove source or attribution from any graphic or portion of graphic
    • 20. The Rise of Mobile Retail half using their phone to perform retail research while inside a store On-screen In-storeVirtual SupermarketSimply clicking andimmediatelydelivered Galit Fein’s work Copyright 2012 @STKI 20 Do not remove source or attribution from any graphic or portion of graphic
    • 21. SuperPharm example Smart Shopping Self Service Relevant discounts No line Guide and direct in context of what you need Galit Fein’s work Copyright 2012 @STKI 21 Do not remove source or attribution from any graphic or portion of graphic
    • 22. Social Shopping InteractiveRestaurant “INAMO” mirror Soho, NY City Galit Fein’s work Copyright 2012 @STKI 22 Do not remove source or attribution from any graphic or portion of graphic
    • 23. Advertising – New Generation Galit Fein’s work Copyright 2012 @STKI 23 Do not remove source or attribution from any graphic or portion of graphic
    • 24. IT is Struggling to Keep Pace • Mobile is dynamic and fast-moving • IT needs to be more responsive and pay more attention to demand • IT loves platforms and web development but it has to deliver solutions CMO based on market demand NOT based on MAINTENANCE, Digital channels COMPLEXITY OR COSTS department IT Galit Fein’s work Copyright 2012 @STKI 24 Do not remove source or attribution from any graphic or portion of graphic
    • 25. Many clients are asking about how to: Set a solid Digital Customer Experience MDM craft mobile policies how to develop manage the devices mobile custom apps? Secure their select mobile devices mobile content Galit Fein’s work Copyright 2012 @STKI 25 Do not remove source or attribution from any graphic or portion of graphic
    • 26. Answers are right here Who is IT or Business? Digital Customer Experience IT higher involvement Owner in enterprisehow to developmobile custom apps? Native or Hybrid Apps select mobile devices People want: Enterprises want: Galit Fein’s work Copyright 2012 @STKI 26 Do not remove source or attribution from any graphic or portion of graphic
    • 27. Challenge of Mobile AD• High development costs, because skills must be maintained for multiple platforms and tools• Higher expectations from mobile apps UX• Lack of best practices guidance• More direct involvement from users/stakeholders• Complexities of testing - increase in SW defects• Cases when apps must coexist on client devices• Security• Higher support and service costs Galit Fein’s work Copyright 2012 @STKI 27 Do not remove source or attribution from any graphic or portion of graphic
    • 28. IT is Looking For A Magic Solution Android dominates today: 40% of carry an Android OS-based phone, and 40% intend to purchase one in the next 6 months. Apple’s iOS : 25% own an iPhone, but 35% buy one in the next 6 months. Galit Fein’s work Copyright 2012 @STKI 28 Do not remove source or attribution from any graphic or portion of graphic
    • 29. Two main OS Native App Hybrid App WEB AppGetting Download required from Download required No download; runsthe app app Store from app stores. Apple from the web. can cause delays!! UX Rich experience; faster, Less than native Variable, less more secure than Web or experience; but secure Hybrid. Can access faster, more secure than native apps capabilities such as: than Web. Can access because app can be MultiTouch, camera, and devices capabilities accessed via URLs. GPS. Animations are better such as: MultiTouch, Animations not as and easier to develop camera, and GPS. good as native and Animations are better harder to develop. and easier to develop.Access Online and offline access Online and offline Online access only.to data possible. access possible. Source: Celent Galit Fein’s work Copyright 2012 @STKI 29 Do not remove source or attribution from any graphic or portion of graphic
    • 30. Two main OS – Two main types of mobile apps Native App Hybrid AppApp Highest cost. A different app is required Midrange cost. Some appdevelopment for each platform supported. Mobile elements can be used onand Development Platforms spare the need multiple platformssupport costs for development from “scratch” HTML5 Native App Great mobile apps will reach are the native designed level of Better Always specifically maturity experience in 2015 for mobile Source: Celent with STKI Galit Fein’s work Copyright 2012 @STKI 30 Do not remove source or attribution from any graphic or portion of graphic
    • 31. How to develop: ? Native or HTML5 ? (funny the terminology) Galit Fein’s work Copyright 2012 @STKI 31 Do not remove source or attribution from any graphic or portion of graphic
    • 32. HTML5 - phenomenal progress but not there yet • HTML5 apps in “native wrapper” are a major trend • HTML5 needs to address off-line, data usage impacts, spectrum shortage The magic formula would be the right placement of your app feature on HTML5 – Native scale Galit Fein’s work Copyright 2012 @STKI 32 Do not remove source or attribution from any graphic or portion of graphic
    • 33. Does Hybrid Application Really Cost Less?• In order for hybrid app to meet your customers’ requirements - adaptations to the specific OS and device must be made, it costs additional money!• In time perspective – it is possible that there would be no significant cost difference between native and hybrid app Galit Fein’s work Copyright 2012 @STKI 33 Do not remove source or attribution from any graphic or portion of graphic
    • 34. Mobile Products and ServicesPositioning of the Israeli Market Matrix (Netwise) SAP (Sybase) (MEAP only) Worldwide IdeoMobile Leader Enterprise Local Support Applicat Netalizer (MEAP) El Ad Mobideo Vendors to Watch: • Malam-Team (Antenna) Magic • IBM (WorkLight) Market Presence Galit Fein’s work Copyright 2012 @STKI 34 Do not remove source or attribution from any graphic or portion of graphic
    • 35. Thank You And Hope You Enjoyed! Here you can find the latest version of this presentation : http://www.slideshare.net/Galit Galit Fein’s work Copyright 2012 @STKI 35 Do not remove source or attribution from any graphic or portion of graphic