Chris Silva GSMI SMSS Session 2/9/2012

1 Switching On: Models For Entrusting Information To Mobile UsersSocial Media Strategies SummitFebruary 9, 2012Chris SilvaIndustry Analyst, Mobile

3 Less than 5% of workers worldwide carry separate “work” and “personal” devices today.* *Data source iPass Workforce Mobility Study, Q3 2011 ** Data source: Citrix workforce study Nov, 2011© 2011 Altimeter Group

5 In the US, nearly 70% of firms have no formal policy for this type of use.* *Data source iPass Workforce Mobility Study, Q3 2011 ** Data source: Citrix workforce study Nov, 2011© 2011 Altimeter Group

8 We’re At The Inflection Point 46.3% of US Mobile Owners Had A Smartphone in Q4 In 2012, we will cross the 50% mark in 2011 percentage of mobile phone owners who have a smartphone. That means 1 in every 2 employees – and likely more - will be looking to be served on mobile. It’s time to act.© 2011 Altimeter Group

13 Mobile Strategy Takes One Of Three Paths • Target: Buyers • Goal: Drive revenue and transactions Enrich • KPIs: Registered Users, Average Purchase • Target: Shoppers, New Contacts Engage • Goal: Drive brand affinity, consideration • KPIs: Engagement, amplification, goodwill • Target: Internal constituents and trusted partners Entrust • Goal: Secure use of information on mobile • KPIs: Productivity gains relative to function© 2011 Altimeter Group

16 Build vs. Buy  Enterprises trending away from ground-up development as platforms and form factors multiply.  Middle-path of vendors providing a platform that will present content across devices, aimed at write once, deploy everywhere • Strobe, Isobar examples of partners here  HTML5 vs. Native • Native still holds and advantage in using sensor technology, native capabilities • Successful firms maintain large dev organizations, see WalMart, Walgreens© 2011 Altimeter Group

17 Entrust Solution Continuum Basic Field Full Information Productivity Computing/ Access Access Goal: Device access Goal: Field information Goal: Full control and to common information gathering, collection consumption© 2011 Altimeter Group

19 The Technology Partner Ecosystem Presentation layer, basic Depth of Integration Content viewing of info Editing, sharing of Collaboration information, no local data Full data access, creation Consumption and storage Information protection, Control isolation and remediation© 2011 Altimeter Group

27 Control Provides The Foundation Content Traditional MDM vendors Collaboration expand role: Boxtone, Good Sandboxing and Consumption Containerization: Nukona “Elemental” Vendors: Control Mokana© 2011 Altimeter Group

28 Focusing On Controls That Matter  Inheriting ownership and access rights is key, re- writing policy for mobile is a misstep  Focus on non-PIM data for policy, allow ActiveSync or other PIM management conduit to handle “coarse” device controls  App data and PIM data are two, different classes of information, with different risk profiles© 2011 Altimeter Group

30 Entrust Solution Continuum Basic Field Full Information Productivity Computing/ Access Access Solution: CMS, Solution: Data Solution: App of HTML-content sharing, secure desktop virtualization, content repositories virtual workspaces© 2011 Altimeter Group

31 Upcoming research Make An App For That: Mobile Strategies For Retail Published February 7, 2012 Available at: makemobilework.com Entrust: Finding Partners For B2B Mobile Success Publishing March, 2012© 2011 Altimeter Group

32THANK YOUChris SilvaIndustry Analyst, Mobilecsilva@altimetergroup.commakemobilework.comTwitter: @802dotchris Get my research on my blog:

33ABOUT USAltimeter Group is a research-based advisory firm that helpscompanies and industries leverage disruption to their advantage.Visit us at http://www.altimetergroup.com or contactinfo@altimetergroup.com.

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Chris Silva GSMI SMSS Session 2/9/2012

by Chris Silva on Feb 09, 2012

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Chris Silva GSMI SMSS Session 2/9/2012 Presentation Transcript