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

Enterprise Mobile
Emphasis on mobile
beyond gadgets

2011 All Rights Reserved - Proprietary and Confidential : © SilverstoneCIS 2011

Mocom 2020
A 2 year old vision
http://www.youtube.c
om/watch?v=FScddkT
MlTc

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 Audience


This is not about an
Enterprise Mobility Management Framework


It is about mobile as a medium


Advertiser / Enterprise

Background
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 Member


Enterprise Mobility

Employees

Stakeholders Partners

Enterprise

Suppliers Clients


Enterprise Mobility – Marketing

a wider view Advertising

PR

Employees Customer Service

Finance

Debtors

Stakeholders Partners Procurement

Workflow
Enterprise
Service
Management

HR

Learning

Suppliers Clients
Collaboration

…


Stats and Facts

THE AUDIENCE


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

SA Mobile Internet User by Age Group
Mobile Internet users: Nov 2009
Source: Nielsen c/o Admob
35%

30%

25%

20%

15% 30%
25%
22% 23%
10%

5%

0%
16 - 24 Yrs 25 - 34 Yrs 35 - 49 Yrs 50 +

SA's Mobile Internet Usersby Race and Gender
Mobile Internet Users: Nov 2009

Indian,
4% Coloured
, 8%

White,
Female
22% Male
49%
51%

Black,
67%

SA's Mobile Internet Users by LSM
Mobile Internet Users: Nov 2009

30%
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

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 ○


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)


Mobile Trends
Faster and faster
Disruptive innovation


Compared to 2009

2010 YEAR IN REVIEW
HTTP://WWW.YOUTUBE.COM/WATCH?V=6MCKBRYKQYI


MOBILE: THE 3RD WAVE OF
TECHNOLOGICAL INNOVATION


“The 3rd wave of technological innovation….”

• Micro-chip and PC in 80’s
• Internet – 90’s
• Now it’s Mobile, Social and Cloud Computing

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 5


Android goes critical
Source: Gartner


iPad goes ballistic!
Source: Apple


The rise of tablets – the fastest growing
consumer electronics category ever


And then there’s all these okes…
playing in a category which is barely a year old

Samsung
HTC Hauwei HP

RIM
LG
Motorola
Motorola


Smartphone + Tablets overtake PCs + Laptops
Source: Morgan Stanley


New Computing Cycle Characteristics
Source: ITU, Mark Lipacis, Morgan Stanley Research


Global mobile data traffic increase 26x over 5 years
Source: Cisco Visual Networking Index (VNI) Global Data Traffic Forecast, 2010-2015


SA 3G penetration grows 36% - 7m users
Source: Informa WCIS+.


mCommerce on the rise
Source: US Dept. of Commerce (CQ2:10), Morgan Stanley Research.


A Strategic Approach
to Enterprise Mobile
Integration
Build a community
around your business


Brands and Enterprises as Media Owners
RoMI =
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
Traffic


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

4
Bulk Communication Segmented Communication Triggered Communication
Message
Relevant Reply…
Message e
Message Conversation
One 2 3
Message
Request / Triggered
Message Comment Response…


A Community Approach
Change your perspective slightly…

Mobile

PC

Enterprise

Grow Presentation
People Retain
Acquire
Transact
Service
Insight Process Manage
Transaction Audience Interaction
Community
Owner

Portals

Control Info Communication

Services Campaigns

Management Platforms Interaction Platforms
Applications


Case Studies and
Use Case Scenarios
Example
Implementations


http://www.youtube.com/watch?v=okcqcj9mAwU

BLACKBERRY TRAVEL APP


Change your perspective…
Marketing Advertising

PR
• How can mobile
Events
communication and
Social Networking
information dissemination
Sales and Lead Generation

CRM Customer Service – Reach more people
Debtors
– Improve service
Sales Automation
– Productivity
Finance Debtors
Reminders
– Sales
Payment Notifications – Revenue
Statements
Procurement

Operations Workflow • While…
Service Management
Logistics
Collaboration
– Reducing cost
Alerts / Escalations

HR ERM
– Eliminating waste
eLearning – Cutting through clutter
On Boarding – Get a timely action
Performance Management


Coke plans in term of handset evolution
Have you bridged the gap between the CMO and CIO


CNN has redefined its business around mobile
Same ecosystem new medium, new business models, new audiences


Retention/Growth… Lufthansa
150,000 mobile boarding passes per month or 15% of all check-ins

Mobile Shopping Apps - Changing Behaviour +
Driving Revenue & ROI For Retail Partners
Source: Shopkick. Note Shopkick has 750K users in five months since launch.


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 Reply

January 2011 Proprietary and Confidential - Copyright Reserved 2011 - SilverstoneCIS 44

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

45
January 2011 Proprietary and Confidential - Copyright Reserved 2011 - SilverstoneCIS

Official SA Government The South African Department of Government Communications
engaged SilverstoneCIS to ‘mobilise’ their content and
2010 FIFA Soccer World communication for the FIFA 2010 Soccer World CupTM.

CupTM Site On Mobile The ground breaking initiative achieved objectives and exceeded
Client: 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 visitors
Soccer World Cup Mobile Communications from 205 Countries
Platform


mGovernment

Public Sector People
Activate and Communicate

Organisations Foreigners Employees

Inform

Structure Services Contacts Locations Campaigns

Deliver

Info Service
Incidents Self Service Feedback
Requests Requests

September 2009 Proprietary and Confidential © All Rights Reserved 2009: Silverstone Solutions (Pty) Ltd. 47

Public Sector – Citizen Services


Public Sector – Hotline Service Desks


Entertainment Promotions and Communities


Promotional VIP Brand Communities


Multi-Brand Leveraged Promotion


Business Directory and Information Services


Advertisers / Brands


Financial / Insurance CRM & Lead Generation


Turnkey Event Info, Booking and Interaction


Residential Communities and
Neighbourhood Watch


Get on the bus!

ENTERPRISE MOBILITY – ITS
MOBILE


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 people


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 audiences

Empowerment – impact of empowering billions of people around the world
with real-time connected devices has just begun...

We’ve actually bridged the digital divide – now we
have to live up to it’s promise!

5 conclusions
1. 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 audience

4. Mobile works best when integrated into enterprise
architecture from the start

5. We have all been touched by a mobile integrated enterprise

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 MEDIA


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

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

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

Similar to SilverstoneCIS @ The Innovation Dinner 23rd Feb 2011, Enterprise Mobile Strategies (20)

More from Raymond Buckle

More from Raymond Buckle (7)

Recently uploaded

Recently uploaded (20)

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