Mr. Nick Brown's presentation at QITCOM 2011

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QITCOM 2011 …


Vision for Enterprise Mobility Solutions

Nick Brown - SVP – Strategy and Market Development, SAP

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  • In addition to Mission-Critical applications we just talked about, we are also working on applications for business users that we call ‘Instant Value’ applications. The phenomenal success of single-purpose mobile applications in the consumer market suggests that similar innovative interfaces can enhance the use and usefulness of even the most sophisticated business applications.In response, SAP and our partners are pioneering instant value applications for enterprise mobility – modeling these mobile applications on the best consumer designs. With instant value applications, business users recognize the "consumer experience" as they interact with the specific SAP application capabilities that are relevant to their tasks-at-hand.Few example of Instant Value Applications we are working on:Employee Lookup: With this app, you can lookup your co-worker details right from the email or invites and learn more about their title and where they sit in org chart. Also, you can search for employee based on various characteristics like title, location, etc. to locate the right person with expertise you are looking for. Travel Capture: This app allows you to capture travel expenses as you incur them. Take a picture of the receipt or add a voice memo to capture the expense and once back in office, use the captured expenses to generate your travel expense report.ERP Lookup: This search centric application allows you to search for account and contact info, sales orders and material details.“SAP StreamWork for mobile” is a native mobile app that enables user to access, review, provide feedback, and collaborate on SAP StreamWork from their mobile devices in simple secure way without a browser.Native simple ‘instant value’ appAbility to perform core SAP StreamWork operations from Mobile deviceAdded Mobile device capabilitiesSAP StreamWork available in online & offline modeLimited IT resources and/or capitalNative device experienceSimple App install from favorite app storeCompanies:Small, mid-sized or large enterprisesAny industry
  • Mobile is transforming how consumers live their day - Developing countries – in Kenya, over 40% of the population, formerly unbanked, now use mobile financial services - Developed countries - from basic shopping to social networking, consumers are “checking-in” with Facebook Places, Foursquare, Shopkick and expecting their favorite retailers and brands to interact on mobileNew value is - Developing countries – new services that people never had access to before (bill payment, P2P mobile payments, etc.) - paybox Austria – incredible convenience of paying for parking by phone, buying tickets, etc. - Consumer empowerment – instant product information, price comparison, one-click purchases – e.g. Redlaser, Amazon shopping appConsumers used to rely on the information provided by the retail store and associates. Now mobile is empowering them to bring the information they need with them into the store. 20% of US consumers use their mobile to price compare and get product information while shopping bricks and mortar – expected to grow to over 50% by 2013 (Booz & Company)
  • Mobile has phenomenal reach: an estimated 5.3 billion mobile subscribers at the end of 2010 (Source: Int’l Telecommunications Union)A billion had mobile broadband, enabling the richer access to servicesMobile commerce is still young, yet over $100 billion will be transacted globally in 2011 (Sources: Juniper, Portio, Gartner) - Includes merchandise purchase, ticketing, money transfer, bill paymentMessage: online threatens to disintermediate bricks and mortar retailers in there own stores. - 74% of Online retailers had a mobile strategy in place in 2010 (Forrester). - Amazon reported $1 billion in sales on mobile in July 2010 - Ebay reported $2 billion bought and sold on mobile in 2010 - Google reported $1 billion in revenue generated on mobile
  • P&G Pampers example: mobile loyalty programs helped to retain customers and doubled customer interaction within four months. Enables capture of customer information for better intelligenceHow are CP different from mobile retail: Consumer brands want to drive loyalty and develop brand value, more than they want to discount CPs can engage consumers outside the store, with more lifestyle componentsE.g., P&G mobile loyalty program for pampersE.g., Kraft Foods: Smartphone, tablet apps bring Kraft into the kitchen to help plan meals – recipes, shopping lists, nutrition. The idea is to get consumers to buy Kraft products because they know the recipes, like the nutrition, etc., NOT because they just get a coupon.E.g., Nokia: mobile help, tips & tricks to drive a direct customer relationship
  • Mobile retail helps the traditional retailer take control of the shopping experience – not a third partyfill the shopping cart with more goodsby offering - Personalized offers (I know you like coffee . . .) - Contextual offers (You asked about flour, perhaps you need sugar?) - Pure discounts (offers from brands, soon to expire goods, etc.) - Information you need to make a decision (consumer reviews of product, specifications, etc.)How Mobile Retail is different from CPs – Some of the tools will be similar, such as coupons and discounts, but - Store wants to fill your shopping cart while they have you in the store - Store will use a range of tools to achieve this (coupons, shopping preferences, loyalty programs, etc.)
  • Over $300 billion in retail sales will be directly influenced by mobile in the US and Europe alone in 2011. (Booz & Company Projection based on consumer survey’s and research)Encourage audience to see our mobile commerce demos and the SAP Consumer Mobile Retail Solution (Apollo) demo. Both are in the Mobile Campus.


  • 1. Enterprise Mobility
    Nicholas Brown | Senior Vice President Strategy & Market Development
    SAP Mobile Applications Unit
  • 2. Mobility Is Not in the Future, It Is Now
    Smart phones and tabletsare the dominant computing devices
    Enterprisesare building mobile applications today
    of companies as a priority will implement mobile enterprise apps in 2011
    of retailers in the United States are planning for m-commerce
    smart phones and tabletsare the dominant computing devices
    Enterprisesare building mobile applications today
    Mobile commerceis a prominent marketplace and competitive edge for retailers
    Shopping on the mobile web will reach
    $119 billion
    expect to support up to 4 different mobile operating system platforms
    by 2015
  • 3. The Winners and the LosersNetflix vs. Blockbuster Stock Price History
    USD ($)
    - $50
    May 07 2008
    April 07 2011
    October 14 2010
    April 21 2010
    October 22 2009
    April 29 2009
    October 30 2008
  • 4. Enterprise MobilityTrends and Drivers
    • 10B Apple App Store downloads
    • 5. 55M Tablets in 2011, 208M by 20141
    • 6. 1B smart phones and 1.2B mobile workers by 20132
    Mobility drivers
    • Shift to cloud computing
    • 7. Consumerization of IT
    • 8. Increasing sophistication of devices, OSs, applications, and networks
    • 9. Business demand
    Lessons learned
    • Security and device management are a must have and the first step
    • 10. A device-agnostic mobility strategy is critical
    • 11. New business scenarios are coming!
    1- Gartner 2 – IDC Forecast
  • 12. Salesmanager
    Retail exec
    I can see the storefront using Google Street View. Why not the merchandise layout on the shelf?
    Are there packaged mobile applications we can deploy?
    Can we provide applications for m-commerce? Hosted?
    How can we develop a mobile strategy to deliver consumer grade mobile applications?
    I’m losing sales. Why can’t I get a m-commerce solution quickly?
    My competition has a mobile app that measures sales productivity.
    Why don’t I?
    Mobility Is Transforming How Enterprises Do BusinessDialogues Now:
  • 13. Balancing the demand
    Ease of use
    Device and app Management
    Device choice
    Development tools and TCD/TCO
    Apps and more apps!
    Device and backend diversity
    End-user requirements
    Enterprise requirements
  • 14. Mobile services
    Mobile applications
    Mobility platform
    Companies Need a Mobile Strategy
  • 15. Companies are mobilizing the enterprise
    Monitor performance and change
    Approve travel, time, vacation, expenses
    Execute campaigns and promotions
    Receive raw goods, transfer materials to manufacturing
    Web channel
    Manage work orders, inventory, and assets
    Fix equipment, manage parts, relationships
    End consumer
    Manage customers, revenue, and territories
    Manage mobile devices
    Place orders, scan inventory, request service
    Mobile commerce and payments
  • 16. Mobile applications for all types of users
    Process users
    Asset management
    Warehouse management
    Retail execution
    Knowledge users
    Medical records
    Human resources
    Approvals and procurement
    Analytics and business intelligence
    Consumer users
  • 17. Offline logic and data
    CRM and analytics
    Workflow and search
    Mobile solutions for key application paradigms
    All providing a consumer-grade mobile application experience: Simple or native UI
  • 18. Mobile applications on the devices you use
    SAP Business ByDesign
  • 19. Mobile user experience strategyUser-centered design
    Understand the needs ofcustomers and end users
    Ensure an innovativeend-to-end
    Enable development teamsUX professionals and UX advocates
  • 20. Mobile services
    Provide customer intelligence
    • Loyalty program reporting
    • 21. Analytics on SMS delivery
    Build customer awareness
    • Global SMS delivery
    Manage and analyze
    Strengthen customerrelationships
    • Mobile loyalty
    • 22. Mobile coupons
    Enable customer transactions
    • Mobile payments and banking
    • 23. Mobile money transfer
    Mobile Services to Reduce Complexity
    Mobile Services
  • 24. Mobile commerce revolution
    Mobile is radically transforming commerce
    New value is being created
    Empowered consumers are turning retail on its head
  • 25. Your customers are mobile
    Mobile reaches over 5 billion people today
    $100+ billion in transactions will be mobile in 2011
    Amazon, Facebook, eBay, Google, and so on
    Online is going mobile
  • 26. Mobile financial services
    Mobile banking provides unparalleled convenience while reducing costs
    Mobile payments have banked the “unbanked” with innovative services
    Estimated 90M People in US in 2011 use mobile banking
  • 27. Mobile engagement for consumer brands
    Mobile deepens the relationship with the brand through a direct channel to the consumer
    Mobile programs for loyalty, product help, and customer surveys drive repeat purchases and provide consumer intelligence
  • 28. Mobile retail
    Mobile retail enables the retailer to own the shopping experience
    Grow share of wallet through an innovative in-store experience with personalized product information, offers, and social media
  • 29. Impact todayMobile influence on retail, 2011
    $300+ billion
    United Kingdom, France,Germany
    United States
    Source: Booz & Company Projection
  • 30. Thank You!
    Contact information:
    Nicholas J Brown
    Senior Vice President, Strategy & Market Development
    +49 171 308 5013