Mobile Value-Chain:
Perspectives on Enterprise
Mobility
Sundeep Gupta
Director of Product Management & Marketing
Orative Corporation
July 29thth 2006

Agenda
Trends shaping Mobility
Enterprise Mobility
Opportunities & Challenges

Why Mobility?
Anywhere
Lifestyle
Access
Content
&
Applications
Convergence

Wireless Drives Mobility
Global
Satellite
Suburban Urban
In-Building
Picocell
Microcell
Macrocell
Source: ITU World Telecommunication Development Report

Converged Content
& Apps
Gaming
Digital
Photography
Books /
Publishing
Calendar
& Journal
Digital
Fax/Phone
Audio
PC / Internet
SOURCE: IDC

Life Style
Always On
Globalization
Virtualization
Rapid Response
Fashion

Network Convergence
Internet
PSTN Mobile (~ 1.5B Users)
(~3 B Users) B Users
~3

Mobile Lifestyle is
Here
Community Presence Lifestyle
Enhanced
and LBS Gaming Messaging
Browsing
(IM-email)
Mobile TV
Imaging
Enterprise
Apps
Voice
Music (VOIP, P2T)
SOURCE: IDC

Basic Segmentation
Service Enterprises
Providers
INFRASTRUCTURE APPS
Applications
Service Mgt
Core
Access

Major Players
(NA-centric View)
©IDC, 2006

Total Mobility Market
500 $862B
450
400
350
300
250 $689B
200
Operator Wireless Voice Svcs
150 Operator Wireless Data Svcs
100 Devices (PDAs, phones, etc.)
Mobile & Wireless Infrastructure
50 Wireless Infrastructure Svcs
0 WW WLAN Equipment
Mobile Middleware
2005 2006
2007 2008
2009
SOURCE: IDC

Agenda
Trends shaping Mobility
Enterprise Mobility
Opportunities & Challenges

What is Enterprise
Mobility?

Unified Communications
Drives Mobility
Across E-Mail
Devices
Across Team
Networks Workspaces
Identity
& Presence
Calendaring Instant
Messaging
& VoIP
Source: Microsoft MEDC Application Web & Video
Integration Conferencing

Microsoft’s Mobile
Vision
Pocket PC Phone
Smartphone • View and some data
• Integrated phone entry
with PDA • Integrated PDA with
phone
• Interoperability with Mobile/Tablet PC
Office, Exchange • Complex document
and SQL Server
(-)
authoring, editing and
active reading
• Note taking and ink
Smart annotating
Portability
Personal • Keyboard centric at the
Objects desk, pen & keyboard
• One-way
One- away from the desk
network • Keyboard, mouse plus
• Information pen, ink, and speech
consumption input methods
(+)
Windows Mobile
SOURCE: MICROSOFT
(-) Functionality (+)

Agenda
Trends shaping Mobility
Enterprise Mobility
Opportunities & Challenges

Opportunities
Device-Centric Infrastructure-Centric
Personalization Architectural change
Applications Integration services
– Consumer apps Services delivery platforms
– Business apps Applications and services
Device Servers
management
OSS, BSS
Security
Device management
Mobile
commerce Real-time billing
Security

Why Enterprises Buy
From Startups
Point solution meets specific need
– E.g superior vertical application
Imminent problem with clear resolution
– Mobile device security
Incumbent vendors are not ready
– Presence enabled unified communications
Waiting causes damage
– WLAN IPS
ROI on first use
– Software distribution, SSL VPN
Beta site opportunity
– VoWLAN
Standards still evolving
SOURCE: GARTNER

Seizing the Opportunity
Where is the demand?
– How strong is it?
– Who is influencing it?
How to segment?
– Infrastructure Vs. Application
– Platform vs. Point Product
– Business vs. Consumer
– By user segment

Seizing the Opportunity
Which Business Model?
Where are you in the value chain?
What interface?
Which standards?

Where Do You Want
to Play?
Applications provide
efficient access to
Application content Content
Application Content
Developers
Developers Providers
Providers
Network Content sites must develop
Operators need
brand and drive greater
applications to
enhance accessibility
Content must meet
services target customer
Source: Constance & Gower, MIT
segments needs
Consumer agrees on service
Network contract End‐User
Network End‐User
Operators
Operators VARs sell service
Consumer
Consumer
contracts
as middleman VARs sell
Device must gain devices as
Retail
Retail middleman
network access
VAR
VAR
Infrastructure facilitates
network management Users must be able to
operate device
Infrastructure
Infrastructure Device
Device
Provider
Provider Manufacturers
Manufacturers
Compatibility

Where in the World?
2006 GDP Growth
9.8%
6.8%
6.0%
3.3%
1.9% 1.9%
U.S. Western Japan China India Russia
Europe
Source: IDC

Varying Global
Adoption & Acceptance
SOURCE: Chetan Sharma Consulting

Technology & Standards
Soup… Many Moving
SOURCE: GARTNER

Handsets Evolving…
FAST

Understand Four Pillars
of Mobile App Dev
Data Network
Mgt UI
Awareness
Power
Awareness

Startup Success Means
Stay in Business
Anticipate Market
– Understand eco-system and evolutionary
forces
– Vision and Faith
– Luck
Be Clear
– Tool vs. Infrastructure
– Product vs. Service
– Business vs. Consumer
SOURCE: GARTNER

Thank You
Sundeep Gupta (BITS ’89)
– sundeep.gupta at gmail.com