Realising the Mobility Advantage for Small and Medium sized Enterprises

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Realising the Mobility Advantage for Small and Medium sized Enterprises

  1. 1. Realizing the MobilityAdvantage for Small andMedium EnterprisesMobility Strategies that Create CompetitiveAdvantage and Growth Opportunity
  2. 2. Contents3 The Essence of Competitive Advantage5 Mobilizing Competitive Advantage 8 Five Strategies for Adopting High Value Business Mobility13 Preparing for a Mobility Driven Future
  3. 3. The Essence ofCompetitive AdvantageSuccessful businesses are successful because they maintaina competitive advantage. This is especially true for small andmedium enterprises that compete more on the merits of theirproducts and services than the dominance of their brand.What is the essence of their competitive advantage? It may bea unique product or service, or a level of service that sets themapart, or an operational advantage that allows them to offerexceptional value. It may be a combination of factors. However,the essential fact is that customers come back because theyfind what they are looking for; they get good value; and they likedealing with the business.In recent years, technology has had a profound effect on theway businesses operate. Technology has made business moreglobal and more mobile. These trends have created new businessopportunities, but they have also increased competition, andcompetition has been a key driver behind the adoption oftechnologies that give businesses greater reach through moremobile operations.Small and medium enterprises are often at the leading edgeof new technology adoption, and that is certainly the casewith today’s business mobility. Smartphones and tablets havebecome essential tools in today’s business environment. Yet howexactly does business mobility provide a competitive advantage? 3
  4. 4. The Essence of Competitive AdvantageConsider the two sales scenarios on this page. These twoscenarios illustrate the essential advantages of a mobilized work TWO SALES SCENARIOS 1 2process. Those advantages are real and measurable as thefollowing analyst research shows:The question for most small and medium enterprises today isnot whether they should adopt a mobility strategy. The questionis how to do it in ways that are cost effective and secure while Without Withproviding the greatest competitive advantage. Mobile Sales Tools Mobile Sales Tools Ted’s big deal fails to close. He had Ted’s big deal fails to close. He had counted on making the sale, so he is counted on making the sale, so he isTo find the answers, we need disappointed. disappointed.to take a closer look at how Ted uses his GPS-equipped tablet with Ted goes to the office. He logs in to thebusiness mobility creates CRM system and reviews his customer mobile CRM to move this prospect to the list. He needs to fill his pipeline. lost column. Then he looks up thosebusiness advantage. prospects closest to his current location. Ted’s sales activity reporting is not fully up-to-date. He reviews email and notes to Ted sees a cold prospect. He calls his update lead and prospect status. contact who says they’re ready to make a decision and how quickly can Ted get Ted moves the day’s big deal to the lost there? column and sees the hit on his pipeline report. Ted arrives in 10 minutes. He quickly swaps a slide so his tablet-based presentation is Ted gets a call from his manager. He customized to this customer. explains the situation but says he’s working on setting up meetings for the The customer needs product availability rest of the week. information. Ted finds it with his inventory app. Ted calls his wife to let her know he will be working late. Ted closes the deal, logs the sale into the mobile CRM, and goes home early. Sales score at the Sales score at the end of the day: 0 end of the day: 1 Click diagram to play >1. Parr, Clint. “How To Use Mobile Business AppsTo Increase Sales.” CRN, July 21, 2011. 4
  5. 5. Mobilizing Competitive Advantage > Click to enlargeINSIDE THE MOBILITY ADVANTAGEThe sales scenarios shown on the previous page compare atraditional sales process with a mobilized one. These simplescenarios tell a story familiar to any business that has mobilizedits sales force as well as any business that has lost sales to moreagile competitors.However, these scenarios reveal something more. Advantagesenjoyed by the more mobile sales person are the sameadvantages gained from any mobile business process. Mobilityadvantage is based on these essential qualities:• Anywhere operations• Quick access to relevant business information• More responsive business operations• More efficient operationsHow does mobility inject these qualities into businessoperations, and how does that affect the way business works?Anywhere OperationsThe most obvious advantage of a mobile operation is that itcan happen anywhere. As our mobile sales scenario shows,today’s powerful smartphones and tablets give workers accessto information, and capture workers’ activities, whether theyare sitting at their desk, riding in a taxi, or engaging face-to-facewith a customer. 5
  6. 6. Mobilizing Competitive AdvantageQuick Access to More Responsive More Efficient represent the essentialRelevant Business Business Operations Operations advantages mobile operationsInformation have over non-mobile business In our mobile sales scenario, In the sales scenario, mobile scenarios. They also explainIn the mobile sales scenario, mobile Ted was able to respond Ted was able to make more why the un-mobilized Ted inmobile Ted is able to quickly quickly when the customer contacts and close more sales our sales scenario never had aaccess product availability decided they were ready in less time. Mobile Ted’s chance.information with a mobile app. to make a decision. He had reporting process was moreMobility provides immediate accurate information at his streamlined and immediate. However, these benefitsaccess to relevant business fingertips that enabled him to In fact, mobile Ted’s entire explain only part of theinformation needed to quickly answer the customer’s sales operation was more mobility advantage. The samemake faster, more accurate questions. Customers go with efficient. The same capabilities advantages that benefit mobileoperational decisions. Reports the best solution available to that make Mobile Ted a more workers inside the enterpriseand dashboards, access to them at the time they require efficient and productive can extend to engagementscustomer and partner records, it. That means successful salesman extend to other with vendors, suppliers,mobile analytics, and task- competitors win business by mobilized workers and businessand customers too throughspecific applications ensure responding quickly. However processes. Mobility promotes mobile applications designedthat mobile workers have mobility is a business process more efficient operations specifically for them. In fact,the right information at the accelerator whose benefits by being always on, always the most powerful mobilityright time, presented in a extend beyond sales scenarios. connected, and always in-hand advantage of all comes whenformat that is easy to Any business process with the right information andinterdependent businessconsume. that depends on tactical the right function set. operations become mobilized in information, whether it is a a way that allows them to share sales process, an operational These four qualities—anywhere real-time data. What exactly decision, a workflow process, operations, instant access to does that mean? or a planning process, benefits relevant information, more from the immediate availability responsive operations, and of relevant information. more efficient operations— 6
  7. 7. contact who says they’re ready to email and notes to update lead make a decision and how quickly can and prospect status. Ted get there? Administrative Time Ted moves the day’s big deal to the Ted arrives in 10 minutes. He quickly lost column and sees the hit on his swaps a slide so his tablet-basedStrategic Application of Business Mobility pipeline report. Ted gets a call from his manager. presentation is customized to this customer. The customer needs product He explains the situation but says he’s working on setting up availability information. Ted finds it meetings for the rest of the week. with his inventory app. Ted calls his wife to let her know Ted closes the deal, logs the sale into he will be working late. the mobile CRM, and goes home early. Sales score at the end of the day: 0 Sales score at the end of the day: 1Companies often start with mobility by adopting an application that serves a specializedfunction. It might be a sales support tool, or a task-specific app, or a manager’s dashboard.This makes sense because the apps are small and low cost, and they serve an easilyidentified need.Yet it is true that nearly every real-time picture of product Apps for Vendors and Suppliers Apps for Customers Apps for Salesbusiness process depends availability. That helps Ted close Collaboration Branded customer apps Customer Relationship Management (CRM) Stocking andon another process. For the sale. It also improves the inventory Task specific Product finders Partner finders Sales presentations Workflowexample, in the mobilized sales downstream order fulfillment applications Inspections Loyalty programs Scheduling Branded mobile Geolocationscenario cited earlier, Mobile process. Variable device form factors wallets Expense tracking and reportingTed checked an inventoryapplication to answer the As mobility is adopted more Apps for Operationscustomer’s question about widely in day-to-day business Integrated Collaboration Business Work flow Time Trackingproduct availability. Data in operations, the company as Mobile Intelligence Customer Scheduling Shipping, receiving,the inventory app depends a whole benefits from the Applications analytics Sales dashboards distribution Expense trackingon other processes, such availability of real-time business Financial and reportingas deliveries from suppliers. information. This enables the > Click to enlargeIf the company’s suppliers business to operate smarteruse a mobile application that and more efficiently, andrecords deliveries in real-time respond more quickly to marketas they come off the truck, and realities.if that information goes intoa shared database, then Tedcan be confident his inventoryapp is giving him an accurate, Realizing the Mobility Advantage for Small and Medium Enterprises Mobility Strategies that Create 7 Competitive Advantage and Growth Opportunity
  8. 8. Five Strategies for AdoptingHigh Value Business MobilityMany companies using mobile business applicationshave discovered that along with the benefits comeunique challenges.For instance, a mobile device is more likely to be lost or stolenthan a desktop computer, which introduces a new security risk,especially if the device is running apps that contain sensitiveinformation. Managing security is further complicated by thegrowing trend of allowing employees to use their own mobiledevices for work.Security is not the only consideration. There are five specificareas of strategic importance that directly relate to the overallvalue of any mobility implementation. These are:• Controlling Cost• Managing Security• Device and Application Management• Application Integration• ScalabilityTaking the right approach to business mobility effectivelyaddresses all these considerations. Let’s see how. 8
  9. 9. Five Strategies for AdoptingHigh Value Business Mobility1. Controlling CostA top concern for small to medium • Adopt “bring your own device” (BYOD) These strategies significantly reduceenterprises is controlling mobility cost. policies: Companies that encourage device and usage costs. Controlling direct employees to use their own devices at costs is important, but there are otherWhen considering mobility costs, many work shift some mobility cost to workers mobility costs to consider. For instance,companies think of the direct costs of who are already spending money on an effective mobility strategy also lowerssmartphones and tablets, data plans, mobile devices for personal use. Many the costs of managing and configuringand the shockingly high bills that users companies offer employees a fixed mobile applications. The task of managingsometimes incur. Rich mobile business monthly allowance when they bring their applications becomes critical as moreapps enable workers to consume larger own devices to work. BYOD strategies apps running on a greater variety of mobileamounts of information in their day-to day enable companies to avoid up-front devices are used to drive key businessactivities. When mobile devices are used device costs and limit their monthly operations.to share documents, manage workflow, billing expense.engage in real-time collaboration, view Another way to lower cost is to improveimages, rely on always-current data, and • Usage alerts: Look for service providers security. Security breaches can be veryinteract with live data, they consume who send text message usage alerts costly indeed.bandwidth. When workers use their when users are about to exceed theirbusiness applications while traveling, they data plan limits, or when users roam tocan incur enormous charges, especially if a different network that may incurthey are traveling internationally. higher usage rates.There are several strategies companies • Alerts and triggers built intocan adopt to control costs. These include: mobile applications: Data intensive mobile applications can be built to automatically give users the option of seeking a Wi-Fi network connection before engaging in a data intensive action such as downloading documents or images. 9
  10. 10. Five Strategies for AdoptingHigh Value Business Mobility2. Managing SecurityMany companies limit their use of • Security policy: Every company needs data encryption, remote device lock,mobility simply because they are afraid a security policy that addresses mobility remote data wipe, and usage tracking.of the security risks. When they do this, practices such as appropriate devicethey limit their competitive potential. usage, data handling on the device, It is important to work with a mobile device reporting lost or stolen devices, and management solution that provides oneMany companies limit their use of mobility issuing a statement that makes clear set of tools for managing and securingsimply because they are afraid of the the company’s right to remove company all devices and applications. This greatlysecurity risks. When they do this, they limit data and applications from any mobile simplifies security enforcement astheir competitive potential. devices used in the workplace. The mobility becomes a more important security policy should be an extension of part of business operations. It alsoWith the right kind of mobility strategy, simplifies overall device and application existing security policies and practicesmobile operations can be every bit as management. already in place. The policy shouldsecure as office-based operations. Making be known to employees, and abidingmobile operations secure depends on by the policy should be a condition ofaddressing two parts of the security employment.challenge: • A mobile device management solution with common tools for enforcing security policy: Policies are great, but without the technology to enforce them, they are of limited value. Whether a company deploys a device management solution or standardizes one through a service provider, the platform needs to support all devices used in the workplace. It also needs to provide controls for managing device level functions such as user authentication, 10
  11. 11. Five Strategies for AdoptingHigh Value Business Mobility3. Device and Application ManagementEffectively managing devices and • Supports all device types: This means Managing devices and applications,applications not only controls mobility one set of controls to manage all security, and costs are essential forcosts, it enables more efficient mobile devices, rather than different controls getting the most value out of a mobilityoperations. for different devices. It also means a strategy. But there are other ways to business application can be built once, manage mobility for greater competitiveDevice and application management may and it will run on a variety of devices. advantage and growth.seem like a daunting task as the company Support for device-agnostic applicationsadopts more applications, and thoseapps require support on a greater variety lowers the cost of developing andof mobile devices. Once again a device maintaining business applications.management solution is key to effective • “App Store” application distributiondevice and application management. model: Enables companies to establishA mobile device management solution an “app store” where employees canshould have these capabilities: download and install business apps. This lowers support costs. • Group policy application distribution: Enables distribution of pre-configured applications based on group policies related to job roles, device types, or both. Preconfigured apps get users up to speed quickly and lower support costs. • Over the air provisioning: Push apps or application updates out to users. This keeps all users up to date with no effort 11 on their part.
  12. 12. Five Strategies for AdoptingHigh Value Business Mobility4. Application Integration 5. ScalabilityEarlier we showed how integrated If a mobility strategy is not scalable,mobile applications enable a company it can become a growth inhibitor.to mobilize different aspects of theoperation so that advantages of With a platform-based strategy thatmobility spread across the entire provides common controls for security,business. This happens when device and application management, andapplications share data. For example, application integration, companies cana business might provide a mobile app easily modify and expand their mobilityto its distributors who collect data strategy to meet changing businessthat ultimately populates a mobile app requirements.supporting the sales reps. The advantages of a platform approach toData sharing between mobile apps and mobility are clear enough, but what is theback-end databases enables a company to best way to adopt a platform strategy?be more knowledgeable and responsive inall its operations. This makes the companya stronger competitor.How do mobile apps share data? When allapps are based on one mobile applicationplatform standard, they all share commonlinks to back-end data sources such as acompany database.Platform-based mobility not only enablesa company to optimize its mobilityadvantage, it is the key to one moreessential mobility strategy: scalability. 12
  13. 13. Preparing for aMobility Driven FuturePITFALLS OF A GRAB-BAG APPROACH TO MOBILITYBusiness mobility has a way of creeping up.Companies often begin with mobile email. They might adopt aspecialty app to support some aspect of their business, a salessupport tool, or a task-specific application. Some employeesmay figure out how to use a social networking site to sharedocuments. Maybe an employee downloads a low cost timetracker app for their Android phone, and another worker whothinks that’s cool downloads a different one, with a different dataformat, for their iPhone.Before long, a lot of people in the company are using mobilityin a lot of different ways. But little thought has been given toleveraging those mobile apps in ways that benefit the businessmore broadly. For instance, those time tracker apps make theirusers more efficient and accurate in tracking their time. But howmuch more valuable would it be if the apps tied in directly to acorporate billing application?The ad-hoc approach to mobility can actually hamper businessoperations by creating mobile processes that are cut off fromthe rest of the organization. 13
  14. 14. Preparing for a Mobility Driven FutureVALUE OF A PLATFORM Stronger protection More scalable mobileSTRATEGY for enterprise data and business operations become information on mobile devices possible in a simplifiedWhat exactly is a mobility comes from a uniform set of application developmentplatform? security management features environment and with a mobile that works for all devices and device management solutionA mobility platform is a applications; that supports all device typestechnology environment for and operating systems;developing integrated mobile Lower applicationapps, managing devices and development costs are made Greater operational flexibilityapps, and managing security. possible by an application and faster response toAdopting a mobility platform development platform that changing business needs isprovides a uniform set of enables building a mobile made possible by a robust andtools for managing all mobile application once so that it flexible mobile platform that > Click to enlargeapplications and devices will run on all mobile devices accelerates the developmentused by an organization. supported by the company; and deployment of cross-A platform-based mobility platform mobile apps andstrategy provides very specific Greater operational supports new generations ofoperational advantages that efficiencies become possible mobile devices.include: through mobile applications that share data and integrate All these advantages workLower total cost of mobile with other corporate data to enhance a company’soperations resulting from systems. A mobile application competitive edge and growtha mobility infrastructure development platform provides opportunity. Yet committingthat simplifies application hooks to any back-end data to a mobility platform is a bigdevelopment, deployment, and source. All mobile applications decision. What is the best wayon-going support across an built on the platform are data to take advantage of a platform-environment where there are compatible; based mobility strategy?a number of different mobiledevice types and operating 14systems;
  15. 15. Preparing for a Mobility Driven FutureALTERNATIVE APPROACHES TO A PLATFORM STRATEGYThere are several ways companies can pursue a platform strategy.All of them provide the advantages of platform-based mobility.Alternative approaches to a platform strategy include:• An organization can purchase and implement a platform outright. Many companies may not be ready to make this level of mobility investment.• An organization that wants to standardize on a platform but is not ready to make the investment can work with a vendor who provides a mobility platform as a hosted service.FOOTNOTES 151. Parr, Clint. “How To Use Mobile Business Apps To Increase Sales.” CRN, July 21, 2011.
  16. 16. Contact us Thank you for your interest in Mobility Solutions from SAP. Please contact your local SAP representative or SAP Channel Partner for more information. Learn more: Below are more resources to assist you in your research. What are you looking for? Companion Article 1 Five Strategies Small and Medium Enterprises Can Use to Successfully Implement High Value Business Mobility Companion Article 2 The Value of Integrated Business Mobility for Small and Medium Enterprises(12/05) ©2012 SAP AG. All rights reserved.SAP, R/3, SAP NetWeaver, Duet, PartnerEdge, ByDesign, SAP BusinessObjects Explorer, StreamWork, and other SAP products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of SAP AG in Germany and other countries.Business Objects and the Business Objects logo, BusinessObjects, Crystal Reports, Crystal Decisions, Web Intelligence, Xcelsius, and other Business Objects products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of BusinessObjects Software Ltd. Business Objects is an SAP company.Sybase and Adaptive Server, iAnywhere, Sybase 365, SQL Anywhere, and other Sybase products and services mentioned herein as well as their respective logos are trademarks or registered trademarks of Sybase, Inc. Sybase is an SAP company.All other product and service names mentioned are the trademarks of their respective companies. Data contained in this document serves informational purposes only. National product specifications may vary.These materials are subject to change without notice. These materials are provided by SAP AG and its affiliated companies (“SAP Group”) for informational purposes only, without representation or warranty of any kind, and SAP Group shall not be liable for errors or omissions withrespect to the materials. The only warranties for SAP Group products and services are those that are set forth in the express warranty statements accompanying such products and services, if any. Nothing herein should be construed as constituting an additional warranty. 16
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  19. 19. Strategic Application of Business Mobility Click diagram to play > Apps for Vendors and Suppliers Apps for Customers Apps for Sales Collaboration Branded Customer Relationship Stocking and customer apps Management (CRM) inventory Product finders Sales presentations Task specific Partner finders Workflow applications Scheduling Loyalty programs Inspections Geolocation Branded mobile Variable device wallets Expense tracking form factors and reporting Apps for Operations Integrated Collaboration Business Work flow Time Tracking Intelligence Mobile Customer analytics Scheduling Shipping, receiving, Applications distribution Sales dashboards Expense tracking Financial and reporting enlarge > Click toYet it is true that nearly every product availability. Data in x Closebusiness process depends the inventory app dependson another process. For on other processes, suchexample, in the mobilized sales as deliveries from suppliers.scenario cited earlier, Mobile If the company’s suppliersTed checked an inventory use a mobile application thatapplication to answer the records deliveries in real-timecustomer’s question about as they come off the truck, and 20
  20. 20. Mobilizing Competitive Advantage x Close > Click to enlargeINSIDE THE MOBILITY ADVANTAGEThe sales scenarios shown on the previous page compare atraditional sales process with a mobilized one. These simplescenarios tell a story familiar to any business that has mobilizedits sales force as well as any business that has lost sales to moreagile competitors.However, these scenarios reveal something more. Advantagesenjoyed by the more mobile sales person are the sameadvantages gained from any mobile business process. Mobilityadvantage is based on these essential qualities:• Anywhere operations• Quick access to relevant business information• More responsive business operations• More efficient operationsHow does mobility inject these qualities into businessoperations, and how does that affect the way business works?Anywhere OperationsThe most obvious advantage of a mobile operation is that itcan happen anywhere. As our mobile sales scenario shows,today’s powerful smartphones and tablets give workers accessto information, and capture workers’ activities, whether theyare sitting at their desk, riding in a taxi, or engaging face-to-facewith a customer. 21
  21. 21. Preparing for a Mobility Driven Future x CloseVALUE OF A PLATFORM Stronger protection More scalable mobileSTRATEGY for enterprise data and business operations become information on mobile devices possible in a simplifiedWhat exactly is a mobility comes from a uniform set of application developmentplatform? security management features environment and with a mobile that works for all devices and device management solutionA mobility platform is a applications; that supports all device typestechnology environment for and operating systems;developing integrated mobile Lower applicationapps, managing devices and development costs are made Greater operational flexibilityapps, and managing security. possible by an application and faster response toAdopting a mobility platform development platform that changing business needs isprovides a uniform set of enables building a mobile made possible by a robust andtools for managing all mobile application once so that it flexible mobile platform thatapplications and devices will run on all mobile devices accelerates the developmentused by an organization. supported by the company; and deployment of cross-A platform-based mobility platform mobile apps andstrategy provides very specific Greater operational supports new generations ofoperational advantages that efficiencies become possible mobile devices.include: through mobile applications that share data and integrate All these advantages workLower total cost of mobile with other corporate data to enhance a company’soperations resulting from systems. A mobile application competitive edge and growtha mobility infrastructure development platform provides opportunity. Yet committingthat simplifies application hooks to any back-end data to a mobility platform is a bigdevelopment, deployment, and source. All mobile applications decision. What is the best wayon-going support across an built on the platform are data to take advantage of a platform-environment where there are compatible; based mobility strategy?a number of different mobiledevice types and operating 22systems;

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