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SilverstoneCIS @ The Innovation Dinner 23rd Feb 2011, Enterprise Mobile Strategies

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Keynote delivered by Raymond Buckle, CEO SilverstoneCIS at the 6th Innovation Dinner, Wall Street Sandton

Keynote delivered by Raymond Buckle, CEO SilverstoneCIS at the 6th Innovation Dinner, Wall Street Sandton

Published in: Technology, Business

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  • 1. Enterprise Mobile Emphasis on mobile beyond gadgets2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 2. Mocom 2020 A 2 year old vision http://www.youtube.c om/watch?v=FScddkT MlTc2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 3. Start with the End in mind A strategic approach to Opportunities offered by Enterprise Mobile Case Studies and Use Mobile for the Enterprise Opportunities: Mobile Case Scenarios to improve efficiency, cut Centric Enterprise costs and drive revenue Application Framework The Reality: Stats and The Phone & the The Trends Facts SA v. Global Audience2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 4. This is not about anEnterprise Mobility Management Framework2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 5. It is about mobile as a medium2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 6. Advertiser / EnterpriseBackground Media / Creative / Interactive Agencies | Outsourcer | SP• Entrepreneur Mobile Specialist Consultants• Enterprise ICT Consulting Ad Networks / Media Sales Houses / ISPs We straddle the value chain• Interactive Development Publishers / Media Owners• Integrated Mobile Communication and Ad, Marketing, Location Platforms Application Platform Mobile Technology and Specialist SPs• Build and Manage Communities WASPs and Aggregators• Mobile Marketing Mobile Network Operators / MVNOs Association Subscriber / Audience Member2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 7. 12 to 14 interactive screens
  • 8. Enterprise Mobility Employees Stakeholders Partners Enterprise Suppliers Clients2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 9. Enterprise Mobility – Marketinga wider view Advertising PR Employees Customer Service Finance Debtors Stakeholders Partners Procurement Workflow Enterprise Service Management HR Learning Suppliers Clients Collaboration …2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 10. Stats and Facts THE AUDIENCE2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 11. Mobile as a Medium - the 7th Mass Media Print Cinema Television Mobile Outdoor Radio Internet 1500’s 1800’s 1910’s 1920’s 1950’s 1990’s 2000’s
  • 12. SA Mobile Internet User by Age Group Mobile Internet users: Nov 2009 Source: Nielsen c/o Admob35%30%25%20%15% 30% 25% 22% 23%10%5%0% 16 - 24 Yrs 25 - 34 Yrs 35 - 49 Yrs 50 +
  • 13. SAs Mobile Internet Usersby Race and Gender Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob Indian, 4% Coloured , 8% White, Female 22% Male 49% 51%Black, 67%
  • 14. SAs Mobile Internet Users by LSM Mobile Internet Users: Nov 2009 Source: Nielsen c/o Admob30% 27%25%20% 19% 15%15% 11% 11%10% 7% 7%5% 3%0% LSM 1 -3 LSM 4 LSM 5 LSM 6 LSM 7 LSM 8 LSM 9 LSM 10
  • 15. Feature Comparison by Type 90% Mobile Phone 60-70% MMS / Mobile Internet 10-20% Email & Internet Feature Basic Feature Smart Voice ● ● ● SMS ● ● ● USSD ● ● ● Data ● ● Applications ● ● Mobile Internet ● ● Camera ○ ● WiFi / Bluetooth ○ ○ ● Location ○ ○ ● Sensors ○ ○ NFC ○2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 16. It’s not the phone that’s mobile it’s us ~50 million South Africans ~41 million Mobile Subscribers ~15 million Mobile Internet users in SA ~2 million Smartphones in SA (estimate, but if they’re working for or with you – they’ve got a cellphone)2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 17. Mobile Trends Faster and faster Disruptive innovation2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 18. Compared to 2009 2010 YEAR IN REVIEW HTTP://WWW.YOUTUBE.COM/WATCH?V=6MCKBRYKQYI2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 19. MOBILE: THE 3RD WAVE OF TECHNOLOGICAL INNOVATION2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 20. “The 3rd wave of technological innovation….”• Micro-chip and PC in 80’s• Internet – 90’s• Now it’s Mobile, Social and Cloud Computing
  • 21. Fundamental Shift in Cloud Computing… “more mobil” • Type/Click  Touch • Yahoo/Amazon  Facebook / Twitter • Tabs  Feeds • Chat  Video • Pull  Push • Create  Consume • Location Unknown  Location Known • Desktop/notebook  Smart phone/Tablet • Windows/Mac  Cocoa/HTML 52011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 22. Android goes critical Source: Gartner2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 23. iPad goes ballistic! Source: Apple2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 24. The rise of tablets – the fastest growingconsumer electronics category ever2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 25. And then there’s all these okes…playing in a category which is barely a year old Samsung HTC Hauwei HP RIM LG Motorola Motorola2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 26. Smartphone + Tablets overtake PCs + Laptops Source: Morgan Stanley2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 27. New Computing Cycle Characteristics Source: ITU, Mark Lipacis, Morgan Stanley Research2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 28. Global mobile data traffic increase 26x over 5 years Source: Cisco Visual Networking Index (VNI) Global Data Traffic Forecast, 2010-20152011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 29. SA 3G penetration grows 36% - 7m users Source: Informa WCIS+.2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 30. mCommerce on the rise Source: US Dept. of Commerce (CQ2:10), Morgan Stanley Research.2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 31. A Strategic Approach to Enterprise Mobile Integration Build a community around your business2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 32. Brands and Enterprises as Media OwnersRoMI =Audience (Reached + Engaged + Profiled) + Action (Engagements + Enquiries + Forwards) + Sales (# Trans X Value) Paid Media Owned Media Earned Media Digital Media • Mobile • Search • Online • Other… Mobile Apps • Social Organic Sustain Search Online Apps Traditional + Above the Social Line Other (i.e. In-store, • TV Statements, Etc…) • Outdoor • Radio • Other… • Print PR Below the Line • Promotion • Direct Paid • Other… Word of Mouth • Events Earned Traffic Traffic2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 33. Overlay the CRM Philosophy & Insight + The Journey to Loyalty Value Influence Paid Owned Earned Brand Community Grow Retain Community Acquire Transact Service Seed Maintain & Manage Sustain 4Bulk Communication Segmented Communication Triggered Communication Message Relevant Reply… Message e Message Conversation One 2 3 Message Request / Triggered Message Comment Response… 2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 34. A Community Approach Change your perspective slightly… Mobile PC Enterprise Grow Presentation People Retain Acquire Transact ServiceInsight Process Manage Transaction Audience Interaction Community Owner Portals Control Info Communication Services Campaigns Management Platforms Interaction Platforms Applications 2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 35. Case Studies and Use Case Scenarios Example Implementations2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 36. http://www.youtube.com/watch?v=okcqcj9mAwU BLACKBERRY TRAVEL APP2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 37. Change your perspective…Marketing Advertising PR • How can mobile Events communication and Social Networking information disseminationSales and Lead GenerationCRM Customer Service – Reach more people Debtors – Improve service Sales Automation – ProductivityFinance Debtors Reminders – Sales Payment Notifications – Revenue Statements ProcurementOperations Workflow • While… Service Management Logistics Collaboration – Reducing cost Alerts / EscalationsHR ERM – Eliminating waste eLearning – Cutting through clutter On Boarding – Get a timely action Performance Management2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 38. Coke plans in term of handset evolution Have you bridged the gap between the CMO and CIO2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 39. CNN has redefined its business around mobile Same ecosystem new medium, new business models, new audiences2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 40. Retention/Growth… Lufthansa 150,000 mobile boarding passes per month or 15% of all check-ins
  • 41. Mobile Shopping Apps - Changing Behaviour +Driving Revenue & ROI For Retail Partners Source: Shopkick. Note Shopkick has 750K users in five months since launch.2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 42. integrated Multi-Channel digital touch points Mobi Web USSD Short-Code SMS SMS To: 34747 SMS From: BV USSD : *120*12010# Welcome to the Brand Welcome to the Brand Brand Community. Dial *120*12010# or click Community! Select Option: http://lnq.in/Brand 1> Register to connect. 2> Enter Competition 4> Freebies 5> Refer a Friend 6> Opt Out SEND SEND ReplyJanuary 2011 Proprietary and Confidential - Copyright Reserved 2011 - SilverstoneCIS 44
  • 43. integrated activation & messaging Mobile, Search & Social Media Mobi 360 Degree A/BTL Media USSD Reply SMS USSD : *120*12010# Short Code SMS To: 34747 SMS From: BV Welcome to the Brand Community! Welcome to the Brand Select Option: Brand Community. Dial *120*12010# or click 1> Register 2> Enter Competition 4> Freebies http://lnq.in/ 5> Refer a Friend to connect. 6> Opt Out Reply SEND SEND DB Web 45January 2011 Proprietary and Confidential - Copyright Reserved 2011 - SilverstoneCIS
  • 44. Official SA Government The South African Department of Government Communications engaged SilverstoneCIS to ‘mobilise’ their content and2010 FIFA Soccer World communication for the FIFA 2010 Soccer World CupTM.CupTM Site On Mobile The ground breaking initiative achieved objectives and exceededClient: expectations in every respect.• SA Government Communication Information System Results >>>Brand: • Go Live 10 June 2010.• SA2010 • Short Code, SMS, USSD, Mobi, Web &2010 MMA Global Awards: Email.• Global Award : Mobile Cross Media • 3000+ Articles of Content including Integration Video.• EMEA Regional Award : Mobile Cross • > 80 million mobile banner Media Integration impressions. • > 780k unique visits.For the South African Government 2010 FIFA • >1.5 million Page Views to visitorsSoccer World Cup Mobile Communications from 205 CountriesPlatform2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 45. mGovernmentPublic Sector People Activate and Communicate Organisations Foreigners Employees Inform Structure Services Contacts Locations Campaigns Deliver Info Service Incidents Self Service Feedback Requests RequestsSeptember 2009 Proprietary and Confidential © All Rights Reserved 2009: Silverstone Solutions (Pty) Ltd. 47
  • 46. Public Sector – Citizen Services2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 47. Public Sector – Hotline Service Desks2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 48. Entertainment Promotions and Communities2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 49. Promotional VIP Brand Communities2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 50. Multi-Brand Leveraged Promotion2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 51. Business Directory and Information Services2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 52. Advertisers / Brands2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 53. Financial / Insurance CRM & Lead Generation2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 54. Turnkey Event Info, Booking and Interaction2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 55. Residential Communities andNeighbourhood Watch2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 56. Get on the bus! ENTERPRISE MOBILITY – ITS MOBILE2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 57. Mary says you should watch out for…• Ubiquitous Computing – Real-time connectivity / 24x7 / in palm of hand• More Affordable – Device and data plan pricing falling• Faster – Networks and devices improving (owing to Moore’s Law)• Personal – Location / preferences / behaviour / context• Cloud - Access nearly everything anywhere - “Stuff” in cloud• Measurable real-world activation - Driving foot traffic to physical stores• Rewarding - influence behaviour in real-time, for exactly the right people2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 58. On the horizon… 2011 and beyond• HTML5 vs. downloadable apps• NFC (Near Field Communication) for payment / offers / loyalty• Tablets Rapid enterprise adoption of tablets for productivity• Smartphone Tipping Point – > 50% population in developed markets• “SoLoMo” – Social / local / mobile converging• Social Voice – Consumers, employees, unions, etc.• “Gamification” – Ultimate way to engage a new generation of audiencesEmpowerment – impact of empowering billions of people around the worldwith real-time connected devices has just begun...We’ve actually bridged the digital divide – now wehave to live up to it’s promise!2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011
  • 59. 5 conclusions1. Mobile is more than workforce enablement, about customer acquisition, retention and brand building.2. Mobile is here to stay, not on the way…3. The phone is not mobile, its the audience4. Mobile works best when integrated into enterprise architecture from the start5. We have all been touched by a mobile integrated enterprise
  • 60. Get in touch – we know where the bananas are … http://www.SilverstoneCIS.com SMS ‘Demo’ to 34747 http://za.linkedin.com/in/silverstonecis mobileadvertising@silverstonecis.com http://twitter.com/hellomobile 0861 NU MEDIA2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011