Digital Mobility


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La movilidad digital será, junto con las aplicaciones en la nube, unos de los principales impulsores de la transformación digital en los próximos años. El informe analiza las últimas tendencias en movilidad digital.

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Digital Mobility

  1. 1. mobilitydrives you –You drive digitalmobility
  2. 2. Digital mobility – what it means2 Digital mobility drives you – You drive digital mobility
  3. 3. Digital mobility is perhaps the most different. While disruptive technologiesimportant trend since the term are exciting to use and offer a range ofWeb 2.0 was first coined. Mobility business and enjoyment opportunities,enables consumers and the workforce PwC’s 2011 Report on Emergingto interact with, and contribute to, Software Companies highlights twosources of information, knowledge, areas that could be perceived as concernscontent creation and entertainment— initially, but that can be addressedanywhere, anytime. by implementing well thought-out mobile strategies:The digital channel has already touchedall industries and is dramatically • Integrating mobile services andenhancing the ways that companies applications with legacy in-house and/conduct business and consumers or new cloud IT systems and servicesbuy goods and entertain themselves. • Security, confidentiality, complianceNew experiential technologies and and privacy.applications continue to burst onto thescene, driving new growth opportunities Neither of these areas is a showstopper,with lots to look forward to in 2011 but each should be considered inand beyond. organization and project plans. They’re not problem areas totally unique toThe future of consumer and business mobility and have been met and handledtechnologies resides in borderless before by organizations when adopting adigital communication designed for new paradigm of technology or businesspeople who are looking for “feel good strategy. PwC has long recognizedtechnologies”, as well as faster and more this and works closely with its clientssecure information they can access and to enable successful transitions andcontribute to on demand. No longer implementations.just part of a captive, mass audience,today’s consumer is unique, demanding, New and engaging technologies willengaged and, most important, quickly influence and change theparticipative—they’re “Selfsumers.” lifestyles, work and spending habitsMore and more, they want devices and of Selfsumers, as we move towards aapplications close by that they can use digital society. How Canadian companies24/7 to conduct their business and relax are prepared to meet the challengeswith multimedia entertainment; have of providing easy-to-use, reliablelocation, directionally and movement applications and services to meet thisaware capabilities; and personalize increasingly fast-paced, competitiveand cross-link experiences. environment will determine their future success. Are you ready to go digital?New technologies and applicationsto address this demand will eithertransform conventional applications,which build on prior innovations, orthey’ll be disruptive by being completely PwC 3
  4. 4. How important is mobility for money—from scanning with their your company’s future? smartphone to purchasing a public transportation ticket on the spot Enabled by smartphones, tablets, laptops, to ATM withdrawals. They’re also game consoles, consumer devices and taking advantage of mobile commerce cloud computing, digital mobility is platforms to make bigger purchases to receiving increased attention in business order, bid, negotiate and pay through and society, as it moves beyond classic online marketplaces—all through the internet capabilities. It’s expected to be power of smartphones. the main technology and applications driver in digital transformation and Before the advent of high-speed wireless emergence in the years ahead, in and smart mobile devices, Selfsumers partnership with cloud applications were dependent on being in a fixed spot and services. Digital mobility was also to seek and view information via the recognized as an emerging technology internet. Now, with the evolution and trend in our 2011 Emerging Canadian progression of wireless, such as Wi-Fi Software Companies report. connections, HSPA Cellular, WiMAX, the emergent 4G Cellular, LTE and public and private cloud applications, What are the trends? Selfsumers can do more than just view Mobile commerce is becoming quicker information whenever and wherever and more secure for consumers, making they want. it easier to shop and order securely, From electronic books, mobile payments particularly when making smaller and mobile shopping, to mobile health transactions. Secure and quick-click records, consumers and workforces are checkouts from a mobile device will give evolving very rapidly into Selfsumers. buyers the ability to make on-the-go Businesses in all fields, as well as payments and to stay logged in while governments, are rapidly developing they surf for more goods to buy. digital mobility strategies to make sure Around the world, Selfsumers are they’re at the forefront in retaining increasingly using the power of the existing customers, and engaging “electronic wallet” to send and receive new ones too. From electronic books, mobile payments and mobile shopping, to mobile health records, consumers and workforces are evolving very rapidly into Selfsumers.4 Digital mobility drives you – You drive digital mobility
  5. 5. Digital mobility today— into the e-book. Now what if you could then record a video of yourself actingor was it yesterday? out the soliloquy to send it to an acting“Information on the run, anytime, critic? Future e-books will have theanywhere” was the promise of early power to introduce such new multimediaversions of mobile data applications experiences to the consumer. Theand devices. As mobile devices (e.g. age of “cross-linking of multimediasmartphones and tablets, high-speed experiences” is beginning.connectivity, cloud applications) The full impact of mobile tablets indeveloped and enhanced, mobile “natural application fields,” such aspeople now have the ability to access insurance, banking, education, trainingand create information, knowledge and and healthcare, currently can only beentertainment at any time. As Selfsumers guessed. What is certain is that smartare increasingly determining how their mobile devices and services are nowcontent should be delivered, businesses sufficiently powerful, easy-to-use andare working much harder to stay relevant financially accessible to transform theseand be engaging in order to retain them. fields in ways never before contemplated.Take for example, the paper-based Selfsumers are generally avid onlinepublishing industry. Hard-copy paper shoppers and they’re increasingly makingdocuments are still used when and where buying decisions and seeking specificmost appropriate, but e-books, e-news, information about where and when toe-reports and e-magazines are becoming purchase through mobile devices. Mobilemore common. The huge interest in and social networking enables them to share,use of mobile tablets or “pads” is already compare and contrast user experiences,driving new multimedia applications— views on fashion, entertainment, travel,and big revenues. But while current fine dining, shopping and much more.e-books transform the conventional Google Inc. reported that the numberpaper format into an electronic book, of shopping searches it performs thatthe next generation will provide an are initiated from mobile devices hasenhanced and interactive audio and grown by 30 times in the past threevisual experience for the reader. The years. A survey conducted by the Mobilee-book of the future will cross-link to Marketing Association in October 2010,other digital forms, including videos, revealed that 59% of mobile phone userssocial media and web cams. Imagine were planning to use their devices forreading a soliloquy from Macbeth on holiday shopping, excluding phone calls.your e-book, and by simply touching thepassage you’ll be able to watch a liveperformance of the soliloquy acted outby a professional actor. You wouldn’tneed to turn to another digital platformto do this—it would all be incorporated PwC 5
  6. 6. Are you developing mobility applications for use by customers/clients?* Are you developing mobility applications for use by customers/clients?* Not appropriate for my business 13 Thinking of doing so 14 % 51 Yes 22 Will be doing so According to the 2011 Report on Selfsumers, to purchase their products. Emerging Canadian Software Companies, Businesses are now able to market their 51% of emerging software companies are services and products to more targeted developing mobility applications for use audiences, and through tracking by customers and/or clients. features can stay current on customers’ behaviors. Compare that to traditional With the rise in the number of marketing methods, where companies Selfsumers who make decisions on the were uncertain whether their ads were best information, best prices and group- reaching targeted audiences and having deals available, businesses are moving the desired stimulatory effects. beyond traditional advertising and marketing methods to ones that engage their customers on-the-go over mobile What types of mobile platforms using techniques that enable participation and cross-link experiences. applications are you/will you be developing? Location-based advertising services and applications are the beginning of new Increasingly, organizations are beginning marketing trends that are enhancing to partner with application developers the e-commerce transformation, as and mobile application providers to businesses and organizations seek increase consumer and business touch innovative ways to advertise their points through mobility. services and products, not only to attract For example, assisted by application new customers, but also to maintain and interface developer IdentityMine, brand loyalty. Location-based, mobile mobile users in Switzerland can now use marketing services and offers are already their handsets to pay for metro tickets changing the consumer retail experience. and plan trip details. This demonstrates Small- to large-sized businesses are an increasing trend amongst travellers, focusing on using and developing mobile in moving beyond traditional means of marketing platforms and applications decision making and purchasing to the including group-based techniques convenience of mobile. to deliver pertinent, location-based Recognizing the rising number of offers, to not only drive, but incent tech-savvy customers, Toyota Motor Sales USA Inc. recently partnered with mobile application platform provider Kony Solutions Inc. to develop and *2011 Emerging Canadian Software Companies Survey6 Digital mobility drives you – You drive digital mobility
  7. 7. implement an on-device mobile shopping approximately $630 billion in 2014, due application. In this way, Toyota is to the increased use of smartphones and enabling customers to shop for their traffic through app stores. The increased products at anytime and anywhere. confidence in mobile payments, and mobile interactions in general, is partly While these applications and services due to the use of cloud computing/ are predominantly consumer facing, cloud models. they’re also being driven by businesses as they seek to increase their revenues Accessing software, systems and and profits. What’s more, social applications in “the cloud” began with networking, mobility and group-based software as a service (SaaS) and is buying are beginning to find applications quickly accelerating as confidence in within enterprises and their networks the technology grows. Companies are of business partners. The “company’s now using time- and security-critical buyer” is also changing into a Selfsumer. solutions outside of their firewalls. Mobile computing is an important new Digital mobility is also enabling mobile impetus for use of the cloud and versatile payments, which PwC forecasts to mobile devices are becoming pervasive be a key emerging trend for 2011. As “thin clients”, ideal for accessing cloud mobile commerce becomes quicker solutions when and where they need it. and more secure for both businesses and consumers, mobile payments will Cloud computing is becoming central become mainstream, making it easier to the IT fabric of the future. But, it’s to shop and order securely through not just a technological solution that mobile platforms. Consumers are will make IT less expensive and more comfortable with paying for content agile; many companies are using the on mobile devices because of the technology to partner with other service ease of use, particularly for smaller providers that operate in the cloud to transactions where there is a lesser quickly integrate business processes and need for high security. According to reap new revenue by expanding business Juniper Research, the global mobile prospects. Implementing easy-to-use payments sector is anticipated to mobile cloud applications is creating grow from $170 billion (in 2010) to a powerful cloud-mobile symbiosis and helping businesses increase their success. This trend is already quite visible and sustained.Digital mobility is enablingmobile payments, whichPwC forecasts to be a keyemerging trend for 2011 PwC 7
  8. 8. Future of Digital Mobility8 Digital mobility drives you – You drive digital mobility
  9. 9. Will mobility require organizations (your company, vendors, customers) to change significantly in the next three years?* Will mobility require organizations (your company, vendors, customers) to change significantly in the next three years?* Not at all 13 Definitely 38 % 21 Somewhat 28 Moderately PwC forecasts that by 2014, 39% of So what does this mean for businesses, mobile Internet subscribers will connect governments, and society as a whole? through smartphones, compared to only What will a future in which individuals 13% today. And that’s only smartphones. spend most of their time transacting If we consider the increase in the number business, reading, purchasing, and of users of other mobile devices such as socializing through mobile platforms enhanced phones, tablets and laptops, look like? Does it mean that hard a major percentage of the world’s print will completely disappear to be population will be tapping into the replaced by digital mobile formats mobile internet to access and contribute and platforms? What strategies should to information and knowledge. businesses be developing, and what can consumers expect?PwC forecasts that by 2014, 39% of mobile userswill connect through smart phones versus only13% today PwC 9
  10. 10. Overall, how important is mobility for your company’s business future?* Overall, how important is mobility for your company’s business future?* Not relevant 10 Nice to have 16 42 Essential % 32 Important Information in the form of hard print product offering of news, research and will not become obsolete. But, a digital support tools. At the same time, while transformation is occurring, where there are some who oppose the digital Selfsumers seek immediacy when transition (primarily due to fears of searching for information, making lower revenues), leading publishers are purchases, transacting business and incorporating digital trends to enhance receiving the most current updates on print media and establish themselves matters important to them. Companies as trusted sources of accurate and need to innovate and restructure their current content to strengthen customer business models in order to maintain a relationships. In this manner, publishing competitive advantage and continued companies will be able to develop revenues and profit increases. In our revenue generating models, involving recent survey of emerging technology customer payment for online/mobile companies, most of the respondents content, as Selfsumers become reliant (74%) indicated that mobility is essential on receiving their content through or an important factor for their future. these platforms. Publishing is one example of an As the publishing industry shifts toward industry adapting to the increased digital platforms, it also demonstrates popularity of digital media platforms. the need to move past the “walled While there’s still a substantial demand gardens” concept. To satisfy consumers’ for print, there’s also a significant demand to access content across multiple preference among customers to use platforms, publishing companies need to digital platforms, with a combined identify areas/partners for collaboration and cooperation, with those who were once strictly competitors.10 Digital mobility drives you – You drive digital mobility
  11. 11. The experiences of the publishing Selfsumer marketing. Social profilingindustry provide some insight for other and optimizing social media will beindustries as they adapt to a digital key factors in this i.e. what do certainfuture. Each organization is different: age demographics like better, male vs.service driven, product driven, public, female, etc. In a recent online survey ofor private. No matter what stream, it’s more than 200 business professionalsnow the Selfsumers who determine what and leading business publishers andthey want, how and where they want advertisers, PwC found that leadingit and how they want to participate. organizations are developing creativeFuture success lies not only in developing ways to incorporate social networkinginnovative ways to adapt to digital and other user-generated contentplatforms, but ensuring that these sites into their business model, toinnovations are Selfsumer-focused enhance lead generation and contentat every level. development. Combining social media strategies andHow are you using/ mobile platforms will enable companieswould you use mobility to more accurately market their services/ products to the appropriate Selfsumers.for your company?* In our survey of emerging technologyIt’s clear that digital mobility will companies, 49% indicated that digitalenable and see growth in more targeted mobility is useful for this very purpose.Merely for voice and e-mail contact with employees 59%Marketing your products and services to customers 49% Product development and testing 43% Social networking 39% Location-based applications 33% 24/7 use of Customer Relationship Management 31% Payment mechanism using credit card numbers 29% On-the-go document preparation 29% GPS mapping and directions 24% On-the-go reading of books and manuals 22% Replacement for in-house desktops 18% Archiving and disaster recovery 18% On-the-go digital advertising 18% PwC 11
  12. 12. The future of digital mobility will also see increased machine- to-machine communication Video is often referred to as the mobile only for entertainment, purchasing, and “killer app” of the future. But, traditional advertising; it will also be the means videos (including webcasts) can be dull by which health records are accessed, and boring when they’re used simply taxes are filed and disaster alerts are to push mainly verbal content and communicated, among other areas. often are not used in the most effective The future of digital mobility will way. The future lies in making videos also see increased machine-to- more experiential for the Selfsumer. machine communication, where Imaginatively created, videos can engage before connectivity was just between viewers by involving them emotionally people and networks. This has been in the subject matter and inviting their established by the vastly increased participation to capture their intention number of computer-based Selfsumer (to work, purchase, travel, eat, etc.) gadgets requiring connectivity to rather than merely their attention. This allow participative experiences. This is key for businesses to consider when is already quite well established using using mobile video and other mobile technologies that include web services, content going forward. service-oriented architectures, radio- As more of the global population accesses frequency identification (RFID) and the internet through smartphones and near field communication (NFC). Some mobile platforms, it’s incumbent on both industries already beginning to leverage governments and telecommunication machine-to-machine connections include companies to enhance wireless data healthcare and automotive, with benefits networks, providing greater speed to expected in areas such as supply chain access information, including remote management, inventory control, quality regions. This will truly allow mobility to control, and service provisioning and transition from being the main driver of billing. Imagine the convenience and digital economies—to creating digital comfort for both patients and doctors to societies. Mobility will no longer be used remotely monitor a patient’s condition after a medical procedure. Or consider the ability to pay parking meters with your cell phone. A future with endless possibilities lies before us.12 Digital mobility drives you – You drive digital mobility
  13. 13. Mobility is also feeding the desire for Tablets and new technology greater physical freedoms in controlling devices and leading to the rise of gaming As costs decrease, it is also expected consoles without handheld controls that that tablets will become strong siblings rely purely on interactive 3D visuals, of PCs and smartphones. The PwC sensors and gesturing. This is yet another Technology Consulting viewpoint is that example of “borderless mobility”, the tablets may well surpass both these as result of borderless thinking. Combining the tool of choice for business users in gesturing and physical or “haptic” the near future. They will likely also be feedback will have applications well the preferred device by which people beyond gaming. The possibility to view TV shows; read books, newspapers “reach” into the computer display and and magazines; make telephone calls; “grasp” electronically-generated objects and make social status updates. The is one such innovation. For instance, multitude of Android devices, along in the education sector, new medical with iPad, Windows 7 devices and RIM’s students could learn the difference new PlayBook with its QNX operating between healthy and diseased organs system, will ensure that the “age of by simply feeling them as electronically- experimentation in mobility” that we’re generated objects. Artists could create now experiencing, will continue for works of art through different mediums several years. But the last word has without the use of conventional supplies. not been said on tablets. Already we’re As time goes on, we’ll have the ability hearing about the possibility of a non- to experience many more real-world Android device from Google emerging sensations through haptic feedback soon, as well as seeing experimentation using “feel-good” applications on with more-than-one-screen tablets. They mobile devices. may now be a little clunky and heavy, but enable the user to compose and view We refer to smart mobile devices as business documents and presentations “intimate devices”—after all is said on one screen while simultaneously and done they’re with Selfsumers making printed or hand-written notes 24/7. Accordingly, they could become on another. the ultimate out-of-home advertising medium, outperforming even electronic billboards and in-store screens. Smart shopping carts with built-in mobile screens linked wirelessly to store inventory and shoppers’ purchasing patterns and preferences could also become widespread.We refer to smart mobile devices as “intimatedevices”—after all is said and done they’re withSelfsumers 24/7 PwC 13
  14. 14. Thinking ahead14 Digital mobility drives you – You drive digital mobility
  15. 15. Innovation in mobility is likely merely at its beginning, certainlynowhere near its end. The rise of Selfsumers is changing thelandscape of how businesses interact with their customers and theirown workforce. Adopting digital mobile solutions is also a necessityfor companies to compete for attention and market share from alltypes of users. The solution? Think about how digital mobility fitsinto your growth strategy. Focused experimentation and innovationwill go a long way to meet stakeholder expectations, realize growthopportunities and ultimately succeed in this ever-changing world. PwC 15
  16. 16. Suggested PwC reading To access these articles or publications, please click on the links below or visit our website at Technology Trends in Business and Society A Look at the Future of Mobile Data 2011 and Beyond – Consumer technology trends Technology Forecast – Unleashing enterprise mobility Technology Forecast – Transforming collaboration with social tools Unlocking Tacit Knowledge with Social Networking The Maturing of Social Networking into a Business Discipline The future of eBooks – Turning the page Security among the clouds Outlook for B2B publishing in the digital age Newspapers and the new technology 2011 Report on emerging Canadian software companies Global entertainment and media outlook: 2011-2015 About the author Dr. David Jacobson is Director – Emerging Technologies in PwC’s Technology Consulting group. He assists PwC and its clients with the discovery and evaluation of emerging technologies, including their commercial applications and prospects. David is the Canadian member of PwC’s International Global Technology Centre of Technology Resources. A contributor to PwC’s Technology Forecasts and advisor to the Center for Technology and Innovation, his engaging thought leadership presentations are much sought after by clients and event organizers. The author is grateful for helpful comments and suggestions from the PwC Technology Consulting Cloud & Mobile solution leaders Mark Hoy, Aayaz Pira and Juliette Gonsalves.16 Digital mobility drives you – You drive digital mobility
  17. 17. PwC Technology Consulting ServicesMobile Enabling the EnterpriseWe believe that recent advances in mobile technologies (devices and platforms)powered by powerful networks have created a unique and compelling opportunity fororganizations. This ability to mobile enable the knowledge worker can create amyriad of efficiency and effectiveness benefits. Balancing these benefits are newoperational and security implications.What we do:From business transformation to technology delivery, PwC helps you realizebusiness value from your IT investments. We can help your technology team enablebusiness transformation and improve the ROI on technology spend by increasing theperformance of your IT function, or developing an IT governance structure that isright for your business.We find opportunities to improve your business value in five broad areas:• Technology Advisory: Providing a suite of strategic consulting services to improve the efficiency, effectiveness and alignment of your IT function.• Information Management: Working with you to develop analytical and technical tools to unlock the value of information within your system.• Sourcing: Addressing the issues that come with alternative sourcing models to achieve value that goes well beyond cost savings.• Security: Helping you manage, transform and protect your organization’s most critical information assets to enable new strategies, technologies and processes, effectively govern risk, and meet compliance demands.• Enterprise Applications: Leveraging our solution-specific skills to help you realize business results from your investments in enterprise applications. PwC 17
  18. 18. For more information:Dr. David Jacobson (Author) Richard JhangDirector – Emerging Technologies Technology Advisory and416 814 5800 Information 416 814 5805 GroschNational Leader, Technology Tony BalasubramanianConsulting Technology Advisory416 814 5855 403 509 Pira Mark HoyTechnology Consulting Technology Consulting416 869 2436 416 814 DimoffTechnology Consulting416 947 Digital mobility drives you – You drive digital mobility
  19. 19. PwC Technology Consulting Services© 2011 PricewaterhouseCoopers LLP. All rights reserved. In this document, “PwC” refers to PricewaterhouseCoopers LLP, an Ontario limited liability partnership,which is a member firm of PricewaterhouseCoopers International Limited, each member firm of which is a separate legal entity. 1334-01 0711