Role of Operators in the Mobile App Delivery Ecosystem
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Role of Operators in the Mobile App Delivery Ecosystem

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In this presentation we discuss the value proposition to enterprises for using mobile operators for a full set of managed mobility services, including application development and management. ANTENNA ...

In this presentation we discuss the value proposition to enterprises for using mobile operators for a full set of managed mobility services, including application development and management. ANTENNA and IBM review how carriers can leverage existing best-in–class technology from enterprise software and mobility platform providers to quickly and easily offer mobility services to enterprises in need.

Highlights:
- The full promise and potential of managed mobility services for enterprises
- The various business models for operators looking to capitalize on enterprise mobility offerings
- How ANTENNA and IBM can enable carriers to rise to the top of the list for a preferred managed mobility provider

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  • On the positive side of the ledger, the enterprise mobility market matured (or exploded) in 2012. It came out of infancy and entered adolescence in certain respects. IT got much more involved – or was forced to get involved – which is great for Antenna as our core value has always resonated with the more technology-minded professionalsNative became sexy again, and enthusiasm for mobile web/HTML5/etc. became much more realistic as a result of a few tech juggernauts (e.g., Facebook) falling short of user expectations with their mobile web appsBut most importantly – what REALLY ignited this market – was the BYOD phenomenon. Unfortunately, Antenna and others of our MADP ilk were the immediate benefactors of this market tipping point. Instead, MDM players like A/W, Mobile Iron, Good, and others started printing money as IT groups began buying licenses en masse in a very knee-jerk manner for fear they would lose control (or possibly their jobs) if they didn’t get in front of this trend that had a life of its own.One the negative side of the ledger, while it’s hard to prove … anecdotally … the global economic crisis has certainly had in impact of buying patterns and investments in transformative technologies.But, what really affected us and caught us somewhat flat-footed was the wide use, adoption, implementation of free/open development toolsets. It put a spotlight on the fact that developers hold the keys in many respects and prefer to use the likes of Sencha, Jquery Mobile, PhoneGap to get to market quickly and inexpensively.
  • Is this too B2E focused? MDM doesn’t mean a whole lot if you’re deploying apps to customers, right? But APP MANAGEMENT is important, right?
  • Is this too B2E focused? MDM doesn’t mean a whole lot if you’re deploying apps to customers, right? But APP MANAGEMENT is important, right?
  • An updated version of the “Secret Sauce” slide.Scalability & Performance – the proof is in the pudding. Antenna has almost 300 enterprise clients running mission-critical apps on the AMP platform. By adding a middleware layer between mobile devices and enterprise systems, companies protect their backend from being overwhelmed while providing users with the responsiveness they expect.Enterprise Integration – a unified integration layer means companies need integrate only ONE mobile framework. And Antenna has integrated with almost every known backend system already. So while we may not have “out of the box prepackaged” integrations, the benefit is the same.Mobile Optimization – we’ve pioneered the mobility space and developed many technologies uniquely suited to mobile apps, like figuring out the most efficient path for data transmission, or building apps that work the same regardless of connection state or connection quality (store and forward).Carrier Grade Security – most important points to emphasize [1] it’s built in, no special configuration/integration/development required [2] it’s proven, certified (FIPS, SAS-70, PCI) and [3] it’s flexible so that developers can use whatever level of security is appropriate for the app being built, not one-size-fits-allCentralized Management – it’s why you need an enterprise mobility platformFuture Proof – no need to worry about new OS releases, new devices, new anything. Antenna will always need to keep the platform and client tools updated to support the widest array of devices.

Role of Operators in the Mobile App Delivery Ecosystem Presentation Transcript

  • 1. Role of Operators in the Mobile App Delivery Ecosystem © Copyright 2013 Antenna Software, Inc. All rights reserved. Presented by: • Jim Somers, Chief Marketing & Strategy Officer, ANTENNA • Bill Lambertson, CTO, Telecommunications Industry, IBM July 30, 2013 Confidential. Do not distribute.
  • 2. WELCOME & INTRODUCTIONS Your Presenters Agenda 2 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Jim Somers CMO Antenna Software Wanna hear this webinar LIVE? Go to >> http://info.antennasoftware.com/MMWS-Library.html Bill Lambertson CTO, Telecommunications Industry IBM • What‟s happening in the enterprise mobility marketplace? • How have mobile app platforms evolved to meet market needs? • What role do operators currently play in the mobile app delivery ecosystem? • What‟s the untapped opportunity for them as the market evolves? • How are some operators best monetizing on this opportunity?
  • 3. THE CHALLENGE © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 4. THE OPERATOR’S DILEMMA 4 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Source: Strategy Analytics, Handset Data Traffic (2001-2017), July 3, 2013 Strategy Analytics predicts strong growth in data traffic to mobile phones for the coming 5 years … present[ing] network challenges for carriers to ensure end user satisfaction with data-hungry smartphones. Handset Data Traffic to grow over 300% by 2017 to 21 exabytes
  • 5. THE OPERATOR’S DILEMMA 5 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Handset Data Traffic to grow over 300% by 2017 to 21 exabytes
  • 6. “The reports of my death have been greatly exaggerated.” 6 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. - Mark Twain
  • 7. FUNDAMENTAL RETHINK REQUIRED “Either learn to live with the utility business that pushes margins downwards by 30-50% …” - Mobile Internet 3.0, Chetan Sharma, 2012 Operators have a fundamental choice to make ... 7 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 8. FUNDAMENTAL RETHINK REQUIRED Operators have a fundamental choice to make ... “Or selectively compete and/or collaborate with the OTT players where they can offer compelling solutions and packages to their customer base and beyond.” - Mobile Internet 3.0, Chetan Sharma, 2012 8 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 9. Life SciencesCPG / Retail Manufacturing Financial Services Telco INDUSTRY BREADTH 9 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Antenna has worked with literally dozens of operators around the world on a sell-to, sell-with and sell-thru basis.
  • 10. THE OPPORTUNITY © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 11. NEW WAVE OF TECH DISRUPTION 11 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 12. ENTERPRISE APP DISTRIBUTION SMS BREW Java Symbian Blackberry iOS Android Windows Phone Carrier (Consumer) Storefronts (Public, Multi-OS support) OS Storefronts (Public, Single-OS support) Enterprise Storefronts (Private, Multi-OS support) Messaging Feature Phone OS Smartphone OS The first content stores were SMS services that users could subscribe to receive data alerts As wireless data expanded beyond messaging, feature phone operating systems emerged and carriers created content stores to support them Apple changed the distribution model with its iPhone, creating an ecosystem for consumer apps. OS vendors followed with their stores. Today‟s smartphone is a mini-computer, enabling businesses to create enterprise apps for their workforce, distributed through enterprise stores The capabilities exist in today’s devices – now users want apps! 12 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 13. ENTERPRISE APP DISTRIBUTION SMS BREW Java Symbian Blackberry iOS Android Windows Phone Carrier (Consumer) Storefronts (Public, Multi-OS support) OS Storefronts (Public, Single-OS support) Enterprise Storefronts (Private, Multi-OS support) Today‟s smartphone is a mini-computer, enabling businesses to create enterprise apps for their workforce, distributed through enterprise stores The capabilities exist in today’s devices – now users want apps! 13 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. B2B “PUSH” B2C “PULL”
  • 14. ENTERPRISE APP STORE More than 1 in 3 surveyed said they are currently working on an Enterprise App Store. 21% 31% 37% 37% 50% 60% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% Mobile App Management (MAM) Mobile Device Management (MDM) Partner-facing App Enterprise App Store Mobile Website/Portal Employee-facing App Customer-facing App Dramatic increase over the 14% that claimed they were working on or planning to start work on their own apps stores in 2012 2012 14% Source: Antenna Mobile Business Forecast, 2013 14 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 15. WHEN DO THEY USE OPERATORS? What mobile services are you using your carrier/operator for? Other Mobile device management Mobile security Mobile strategy Mobile app enablement or delivery Mobile app store Telecom expense management 24% 21% 21% 18% 18% 18% 9% Source: Current Analysis, Inc. 15 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 16. WHAT’S THE BIG IDEA? 16 © Copyright 2013 Antenna Software, Inc. All rights reserved. Confidential. Do not distribute. Service Provider Service Innovator
  • 17. NOT GETTING THEIR FAIR SHARE 17 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Data connectivity Mobile App Licences Consultancy Integration & Development Support Services Mobile Application Value Chain Operator Rev Share Partner Rev Share Many operators struggle to extend their value proposition beyond the devices, data connectivity and basic messaging. • Only focused on 20% of available opportunity • Subject to continued price pressure and ARPU ceiling
  • 18. Data connectivity Mobile App Licences Consultancy Support Services Mobile Application Value Chain Operator Rev Share Partner Rev Share A BROADER VALUE PROPOSITION 18 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. With an enabling platform, operators can extend their value proposition and provide a more complete lifecycle of solutions. Integration & Development Support Services • Has potential to capture revenue along the entire mobile app lifecycle • Less exposure to commodity pricing factors
  • 19. WHO DO THEY TRUST? “The largest percentage (38%) selected the mobile operator as their prime supplier.” Many enterprise developers look to Operators for mobile software and deployment expertise … Source: Yankee Group 19 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 20. OPERATOR AS A MOBILE PARTNER … and Operators are in a great position to respond because … • Enterprise Contract – The enterprise may already be under contract to sell airtime and devices with the operator; applications become an upsell • Mobile Expertise – Operators are experts in wireless technologies because of their role and influence in the mobile ecosystem • Data Centers – Operators have data centers in close proximity to the enterprise user and wireless network, ensuring high availability and performance Mobile enterprise application development and distribution becomes the core of many services that can be enabled by an operator – these become Cloud Services. 20 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 21. OPERATOR COMMERCIAL MOTIVATION Product Description Brand Equity Incremental Value Creation Price Sensitivity Complexity Carrier providing direct branded mobile applications & application services High Carrier ‘owns the glass’ irrespective of device brand High Bundling opportunity including device, app & network service Low Bundling obscures components. Must be directly matched by competition Medium Bundled product offerings similar to existing voice products Direct bearer services utilizing device browsers and data cards Low Differentiation only by speed & quality of service Low Value is directly & solely based on network utilization High Subject to commoditization/ market pressures Low Innate capability of every carrier, to provide network service Affiliation program involving certification and access to catalog Low Puts ISV Partner brand forward of Carrier Medium Value is based on ISV effectiveness and data services (see left) High Subject to individual ISV effectiveness and market position High Effectiveness dependent on managing program elements Carrier providing solutions based on middleware solution Medium Puts SI partner on par or above the carrier High Bundling opportunity including device, solution & network services Medium Custom solution costs put pricing pressure on other components High Solution sale and implementation not core competence Data Provider Application Service Delivery Partner Catalog Enterprise Reseller 21 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 22. OPERATORS POISED FOR SUCCESS Operators are in an ideal position to monetize the mobile app lifecycle. End-to-End Solution: Operators can deliver the full breadth of services for customers to build, deploy and manage mobile apps through the entire lifecycle Growth Market: Mobile development and management is a multi-billion dollar industry – and enterprise customers look to operators as their trusted Turnkey Operations: Pairing leading mobile platform technology with enterprise systems in a hosted offering that can be deployed into an operator‟s network, under the operator‟s brand, as a turnkey appliance offers great value 22 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 23. OPERATOR “SPECIAL SAUCE” 23 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Pricing / Billing  Volume discounts  Bundling  Single bill Financial Stability  No “startup” risk  Appropriate resources  Ongoing support Application Performance  Full data path  Data center optimization  Streamlined for apps Customer Care  Established, predictable  Known quantity  Standard SLAs
  • 24. BUT ENTERPRISES ARE WARY, TOO Source: Current Analysis, Inc. • Configuration complexities • Massive infrastructure shifts • Lack of flexibility • Large capital expenditures Mobile operators must overcome enterprise objection hurdles … 24 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 25. PureSystems provides MSPs/CSPs with a simplified lifecycle for hosting SaaS applications – lower cost, faster time to value Streamlined:  Pre-integrated, pre- tested, ready to run  Single part to order - make hardware procurement predictable  Optimized configurations with high availability  Integrates with your existing networking and storage Accelerated:  Complete infrastructure stack up-and-running in hours vs. months.  Easily deploy new applications and data services  Built for cloud - rapidly replicate environments, bare metal deployment capability Simplified:  Single pane of glass with fully integrated management – servers, storage, netw orking, physical, virtu al  Dynamically scale to meet changing demand – built in workload elasticity  Automatic failover and high availability Integrated:  Integrated update/patch management  Simplified problem determination  Single support number, automatic call- home capability  Systems are open, flexible, and easily extensible to grow with you Reduced Time, Cost and Risk Patterns of expertise
  • 26. Expert integrated: Flexible infrastructure ‒ Compute (x86 & POWER) ‒ Storage ‒ Networking ‒ Advanced Flex System technology Unified infrastructure management Built-in expertise - Infrastructure patterns Enabling Clients to: Consolidate - Optimize, Innovate - Accelerate Cloud deployments Infrastructure Delivering Infrastructure Services 54% more virtual machines per compute node 2x or more increase in application performance through smart data placement and tiered storage 66% faster setup time Up to 70% fewer cores for software licensing costs 72% lower systems costs over 3 years Hybrid Computing IBM PureFlex System: Integrated Infrastructure is built for cloud Flexibility to run your choice of applications and middleware
  • 27. POWERING THE OPERATOR VISION 27 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. With AMPchroma and IBM under the covers, operators have the technical depth and expertise to become service innovators. Data connectivity Mobile App Licences Consultancy Support Services Mobile Application Value Chain Integration & Development Support Services
  • 28. END-TO-END MOBILE PLATFORM 28 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. AMPchroma is a mobility platform-as-a-service (mPaaS) for building & managing „run-the-business‟ mobile apps. MANAGEBUILD
  • 29. THE BEST OF BOTH WORLDS AMPchroma – Branded and Installed in an Operator’s Data Center • Speed to market – just plug and configure appliance • Scalability– add new appliances “horizontally” to expand for growth • Cost Effective – reduced operational expenses to certify and manage separate components • Additional Services – other cloud-related services can be added from IBM PureSystems Operator’s Data Center Alternatively, AMPchroma can be installed on existing hardware with a J2EE runtime environment AMPchroma may be installed as an appliance, running on IBM PureSystems, including hardware, software and network management for turnkey operations. Benefits: 29 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.
  • 30. LIVE PROGRAM © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. Wanna hear this webinar LIVE? Go to >> http://info.antennasoftware.com/MMWS-Library.html
  • 31. FOLLOW ME AT … © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute. @JimatAntenna www.linkedin.com/in/jimatantenna