Mobile Bang Theory - Gartner Mobile & Wireless 2009


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The ‘Mobile Bang’ Theory: Amplifying Business Profitability with High-Impact Mobile Moments.

This presentation showcases how the business value of mobile applications increases when implemented strategically across the enterprise. Both ROI snapshots and case studies illustrate the idea behind the “Mobile Bang” – which says every mobile interaction sparks multiple business reactions, adding up to sizeable returns across the enterprise.

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  • Similar to the internal combustion engine, many enterprises today are feeling a similar heat and bracing for a significant business explosion. An endless stream of cheaper, faster and more powerful mobile devices combine with faster wireless networks has created unprecedented demand from consumers to work where and when they want. More powerful devices: They just keep coming; a seemingly endless stream Laptops Mobile handsets Smartphones iPhone… to … the next big thing? Gphone? Faster networks: This has been the hold up for many years with poor coverage and throughput an issue. Now networks are faster and can move large amounts of data easily. Look what 3G means to Apple, right? Dial-up to broadband 1G - 3G Wi-Fi – WiMax Seamless/Ubiquitous IP When you combine these forces with broader acceptance and use of service-oriented architecture and Web services by IT departments, you have a volatile situation that is changing the status quo and flipping the traditional IT model on its head. SOA & Web Services : Enabling quick and easy application integration, not such heavy lifting
  • Mobile Bang Theory - Gartner Mobile & Wireless 2009

    1. 1. The mobile flash point is upon us. FLASH POINT
    2. 2. <ul><li>Like the combustion engine … </li></ul><ul><ul><li>Which mixes air , fuel and heat to make it explode with power </li></ul></ul><ul><ul><li>3 key technologies are mixing - perfectly! </li></ul></ul><ul><ul><li>Forcing enterprises to look at mobility in a new light </li></ul></ul>
    3. 3. Bang!
    4. 4. <ul><li>Reduces the “heavy lifting” required for app integration </li></ul><ul><li>Enables easy access into a variety of different points of information. </li></ul><ul><li>From laptops, 3G iPhones, next-gen BlackBerrys, smart-phones, WinMobile devices, and more. </li></ul><ul><li>Better processing, memory, UI, battery power & screen resolution. </li></ul><ul><li>Upgraded networks enabling faster & more reliable communications. </li></ul><ul><ul><li>Wireless broadband </li></ul></ul><ul><ul><li>3G networks </li></ul></ul><ul><ul><li>Wi-Fi / Wi-Max </li></ul></ul><ul><ul><li>Ubiquitous networks </li></ul></ul>Devices Networks SOA + +
    5. 5. Mobile Bang!
    6. 6. But that is not what I am here to talk to you about. Sorry.
    7. 7. One mobile action sparks … multiple business reactions.
    8. 8. <ul><ul><li>! Not about 1 group ! </li></ul></ul><ul><ul><li>! Not about 1 process ! </li></ul></ul><ul><ul><li>! Not about 1 system ! </li></ul></ul><ul><ul><li>! Not about 1 device ! </li></ul></ul><ul><ul><li>! Not about 1 application ! </li></ul></ul>Technology Process Data Applications People
    9. 9. Which reminds me: You ever hear about the cow that drank its own milk ?
    10. 10. Challenges with the Linear Approach <ul><ul><li>! New users coming online ! </li></ul></ul><ul><ul><li>! Business process changes ! </li></ul></ul><ul><ul><li>! Changes to backend system(s) ! </li></ul></ul><ul><ul><li>! New devices introduced ! </li></ul></ul>Technology Process Data Applications People
    11. 11. Business View <ul><li>Business goals are defined & processes engineered </li></ul>Technology View <ul><li>Defines the technology infrastructure to support the application(s) </li></ul>Data View <ul><li>Information resources are defined, created & managed </li></ul><ul><li>Where mobility is controlled, managed and secured. </li></ul>Mobile Application Platform People View <ul><li>Business goals turned into actual work activities </li></ul>
    12. 12. Business View <ul><li>Business goals are defined & processes engineered </li></ul>Technology View <ul><li>Defines the technology infrastructure to support the application(s) </li></ul>Data View <ul><li>Information resources are defined, created & managed </li></ul><ul><li>Where mobility is controlled, managed and secured. </li></ul>Mobile Application Platform People View <ul><li>Business goals turned into actual work activities </li></ul>MANAGEABLE <ul><li>Safe </li></ul><ul><li>Secure </li></ul><ul><li>Reliable </li></ul><ul><li>Extensible </li></ul>FLEXIBLE <ul><li>Multi-User </li></ul><ul><li>Multi-Device </li></ul><ul><li>Multi-Network </li></ul><ul><li>Multi-Media </li></ul><ul><li>Multi-Channel </li></ul>OPEN <ul><li>Standards </li></ul><ul><li>Technologies </li></ul><ul><li>Protocols </li></ul><ul><li>Platform </li></ul><ul><li>Services </li></ul>AWARE <ul><li>Platform Aware </li></ul><ul><li>System Aware </li></ul><ul><li>Location Aware </li></ul><ul><li>Context Aware </li></ul><ul><li>Time Aware </li></ul>
    13. 13. <ul><li>Real-time interaction (people) </li></ul><ul><li>(+) interacting with </li></ul><ul><li>Timely & relevant data (location & user aware) </li></ul><ul><li>(+) accelerating a </li></ul><ul><li>Virtuous business cycle </li></ul><ul><li>(x) and igniting </li></ul><ul><li>Real Business Returns </li></ul>
    14. 14. <ul><li>(CREATING A VIRTUOUS CYCLE) </li></ul><ul><li>For financial returns </li></ul><ul><li>- 3X </li></ul><ul><li>the initial investment. </li></ul>
    15. 15. Run that Mobile Bang thing by me again?
    16. 16. One mobile action sparks … multiple business reactions.
    17. 17. -- Intersects with -- Composite Applications Composite Transactions Compound Returns
    18. 18. Middleware Enterprise Applications Content Services Location Services Web Integration Composite Applications Composite Transactions Update CRM System Refill trunk inventory Send collateral to prospect Cleanse data in billing system Forward meeting notes to team
    19. 19. Is mobility the next computing platform? Question / ? /
    20. 20. If you watch a lot of TV you might so.
    21. 21. Let’s ask these REAL FOLKS instead.
    22. 22. 3M ESPE “ AMP SALES solution for mobile CRM has given 3M ESPE Brazil major process improvements…” <ul><li>Increased the number of opportunities closed and won by 34% </li></ul>SNAPSHOTS OF SUCCESS
    23. 23. Heineken <ul><li>Reduced reporting cycles from more than 7 days to 24 hours. </li></ul><ul><li>Faster response to any customer issues. </li></ul>“ AMP Service helps manage 24K tap cleanings each month.” SNAPSHOTS OF SUCCESS
    24. 24. AT&T <ul><li>The solution paid for itself in 26 months </li></ul><ul><li>and will provide a cost saving benefit of $8.2M over 5-yrs </li></ul>“ AMP Service enables techs to improve customer service…” SNAPSHOTS OF SUCCESS
    25. 25. CCE “ AMP Merchandiser helps CCE connect a disconnected sales force.” <ul><li>Helps them save $2.3/year in tolls and $3.5M/year in gas. </li></ul><ul><li>75% fewer trips to sales center. </li></ul>SNAPSHOTS OF SUCCESS
    26. 26. The ‘Mobile Bang’ Takeaway * <ul><li>Increased Productivity 64% </li></ul><ul><li>Improved Customer Sat 28% </li></ul><ul><li>Increased employee retention 16% </li></ul><ul><li>Differentiated Company 8% </li></ul><ul><li>Reduced Costs 52% </li></ul><ul><li>Reduced Staff 20% </li></ul><ul><li>Improved Data Quality 16% </li></ul><ul><li>Increased Revenue 8% </li></ul>* “Creating Business Value with Wirelessly Enabled Business Processes,” Accenture
    27. 27. Enterprise Apps Internal Systems & Content Secure Systems Integration <ul><li>SOAP </li></ul><ul><li>HTTP </li></ul><ul><li>XML </li></ul><ul><li>MSG BUS </li></ul><ul><li>GSM </li></ul><ul><li>EVDO </li></ul><ul><li>EDGE </li></ul><ul><li>GPRS </li></ul><ul><li>CDMA </li></ul><ul><li>WIFI </li></ul>Flexible Mobile Development Unified Mobile Management Any Worker - Any Network -- Any Device Web Integration Location Services Middleware Exec Maintenance Field Service Sales HR Support Backup AMP™ Enterprise Connect AMP™ Studio AMP™ Management Center AMP™ Gateway AMP™ Mobile Connect Multipoint Integration Multipoint Access Blackberry AMP Studio WinMobile/XP iPhone Reporting System Mgt. User Mgt. Policy Mgt. Location Mgt. Symbian
    28. 28. <ul><li>Rise above the mobile noise </li></ul><ul><li>Balance the clatter of devices, systems, users and processes </li></ul><ul><li>Amplify business profitability </li></ul>/ AMP Helps You /
    29. 29. Business Value Increases EXPONENTIALLY when mobility is implemented strategically across the entire organization. REMEMBER!
    30. 30. Flexibility is Paramount Platform Customer Service Sales Support Other?      Solutions to Platform    Platform to Solutions
    31. 31. Be the mobility architecture for the: … real-time … event-driven / Business // OUR VISION QUEST:
    32. 32. Business Bang!
    33. 33. <ul><li>Venture-backed by: </li></ul><ul><li>Polaris, North Bridge & Commonwealth </li></ul>Investors AT&T, Coca Cola Enterprises, Johnson & Johnson, Lilly, Pitney Bowes, Xerox, Wal-Mart, 3M Customers <ul><li>Headquartered in Jersey City, NJ - USA </li></ul><ul><li>With offices in London & Bangalore </li></ul>Locations <ul><li>Large ecosystem of Carriers, ISVs, SIs and Devices </li></ul><ul><ul><li>AT&T, IBM, Microsoft, Motorola, Oracle, RIM, SAP, Verizon and others </li></ul></ul>Partners <ul><li>Antenna Mobility Platform (AMP) </li></ul><ul><li>AMP™ Mobile Business Solutions </li></ul>Product
    34. 34. Thank You ! <ul><li>[email_address] </li></ul>