Stephan Haux, Director Product Management at Netbiscuits, explains why Enterprise Software Vendors struggle with Mobile. The presentation was used at Ciklum Seminar "Innovative Mobile Solutions and Successful Case Studies From the Nearshore" that took place in Munich, on March 22, 2012

1. BYOD – Bring your own device
Why Enterprise Software Vendors struggle with
Mobile
Stephan Haux
Director Product Management
Netbiscuits
March 30, 2012 © Netbiscuits GmbH 2012 1

2. Who is Netbiscuits?
Community of over
15,000 ME Awards 2011, won for the second time since 2009
Best Mobile Web Publishing Platform
9.6
developers
120 Gartner 2011 MCAP Magic Quadrant ranks Netbiscuits
billion
Visionary with highest ability to execute
million
Videos delivered/month Pages & content items
delivered/month Frost & Sullivan European Best Practice Awards 2011
Best Mobile Apps Deployment Platform
27,000
Sites & apps live and
Doubled in the last 12 months
growing by 500/month CBS.com mobile site built on Netbiscuits Platform wins
Meffys & Eppy Awards Best Mobile Site
8,000+
Device profiles in our database
8 4
Global Mobile Awards at Mobile World Congress 2012
offices on Shortlisted Best Cloud-Based Technology
continents
March 30, 2012 © Netbiscuits GmbH 2012 2

3. BiscuitML Visualization
Biscuits are optimized, element by element, for each mobile browser
XML Biscuits Rendered mobile site
Header
Navigation
RSS
Tabbed Container
Teaser
Widget
Map / POI
Scripting Slideshow
TagCloud
Footer

4. What do we do? - biscuitML
HMTL Output (Delivered to device)
<div class=" slider nbslideshow " id="nb-joif2detable" style="position: relative; ">
<table style=" border-spacing: 0px; margin-left: auto; margin-right: auto;">
Biscuit ML <tr id="nb-joif2detr0">
<GALLERY id="nb-joif2de"> <td id="nb-joif2deitem1">
<headline/> <span class="" style="display:block;"> </span>
<table style="margin:auto; width:auto !important; border-spacing:0px;">
<items>
<tr><td style="vertical-align:top">
<item> <div class=" nbsliderimg ">
<img src="pics/redbox.png"/> <img src="img/ic?width=216&height=240&fsize=
</item> 999000&format=jpg&url=pics%2Fredbox.png" alt="" id="nb-joif2deitem1img">
<item> </div></td></tr></table>
<span class="" style="display:block;"></span><a></a></td>
<img src="pics/yellowbox.png"/>
</item> <td id="nb-joif2deitem2">
<item> <span class="" style="display:block;"></span>
<img src="pics/greenbox.png"/> <table style="margin:auto; width:auto !important; border-spacing:0px;">
</item> <tr><td style="vertical-align:top">
<div class=" nbsliderimg ">
<item>
<img src="img/ic?width=216&height=240&fsize=
<img src="pics/purplebox.png"/> 999000&format=jpg&url=pics%2Fyellowbox.png" alt="" id="nb-joif2deitem2img">
</item> </div></td></tr></table>
</items> <span class="" style="display:block;"></span><a></a></td>
<view position="top"/>
<td id="nb-joif2deitem3">
<settings>
<span class="" style="display:block;"> </span>
<slider> …
<arrows/>
<slideshow/>
<indicator/>
</slider> Plus other mark-up languages including
</settings> WML, cHTML (iMode), HDML, XHTML
</GALLERY>
March 30, 2012 © Netbiscuits GmbH 2012 4

5. World Class Client Roster
Netbiscuits is becoming the standard for mobile web development…

6. Global Delivery and Services
Netbiscuits’ infrastructure serves 1000+ premium brands across the globe
London England
Full Services
New York, NY SAS70-II Hosting Facility
San Francisco, CA Reston, VA Kaiserslautern, Germany
Full Services Full Services Global HQ
Chicago, IL NOCC
Los Angeles, CA Full Services
SAS70-II Hosting
Full Services
Singapore
Full Services
Cloud Platform Platform Services
Platform- as-a-Service Consulting Sydney, Australia
Device Intelligence Development Services Full Services
Content Optimization and Delivery 24/7 Global Customer Care
Globally Redundancy Training Services
Mobile Acceleration Sales & Account Management
PCI Compliance
5

7. Global Partner Network
Business Partners Solution Partners Platform Partners
Selling for us Implementing for Integrating with us
customers
March 30, 2012 © Netbiscuits GmbH 2012 7

8. Thank You – Ciklum: NB Core Development
© Netbiscuits 3/30/20
Slide 8
GmbH 2012 12

9. Tactile: Launch Partner BMW
Live at Your BMW Dealer in Germany
Saturday 24th March
March 30, 2012 © Netbiscuits GmbH 2012 9

10. Thank You – Ciklum: Philips Globally
March 30, 2012 © Netbiscuits GmbH 2012 10

11. BYOD – Not so new concept
March 30, 2012 © Netbiscuits GmbH 2012 11

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13. BYOD - Demographics today
Management
IT professionals
Technical Staff – in particular Engineers
Everyday work heavily supported by IT (E-Mail, Office Tools,
Internet, ERP, CRM, CAD …)
Tech/ IT Savvy
Younger than average Workforce
March 30, 2012 © Netbiscuits GmbH 2012 13

14. BYOD – Untapped potential
Little to no-IT supported work
Possible Examples
Delivery
Service (customer or plant)
Blue Print Characteristics
Large numbers of users
Below Average Business Benefits
Strong interaction between Physical & Digital parts
Business Rational (compared to Company only)
Lower Investments as device costs lower
March 30, 2012 © Netbiscuits GmbH 2012 14

15. Comparing Enterprise & Consumer
March 30, 2012 © Netbiscuits GmbH 2012 15

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18. It's all About Width & Height
In the beginning it …then came more …and old players
was simple… strong players bring even more!
Smartphone Screen Size 1 X X X
Smartphone Screen Size 2 X X
Smartphone Screen Size 3 X
Tablet Screen Size 1 X X X
Tablet Screen Size 2 X X
Tablet Screen Size 3 X X
Tablet Screen Size 4 X
PC X
IPTV ? ? ?
March 30, 2012 © Netbiscuits GmbH 2012 18

19. Designing for Multiple Screens
March 30, 2012 © Netbiscuits GmbH 2012 19

20. HTML5 –
Everything Except Green is a Problem!
March 30, 2012 © Netbiscuits GmbH 2012 20

21. Problems 1 & 2 Create Problem No.3
The technology spaghetti
Screens
Content Types
Different Code
Features & Functions
Business Logic
Maintenance & Support
March 30, 2012 © Netbiscuits GmbH 2012 21

22. Chekov’s Console – The Parallel Experience
March 30, 2012 © Netbiscuits GmbH 2012 22

23. My Advice – Your Opportunity?
Start consider Mobile as Tool beyond Communication
Take the learning on Mobile from your MarCom team
If they do not have a mobile optimized Website: Build one
BYOD/ Mobile Web Apps carry potential for Competitive Advantage
(if moved fast)
Mobile Enterprise Web Apps are like Mobile Web Sites
Be Careful with Native Apps
If you start now:
Select a proven Platform
Select or Become a mobile savvy Implementation Partner
March 30, 2012 © Netbiscuits GmbH 2012 23

24. Thank You
Stephan Haux
Director Product Management
s.haux@netbiscuits.com
Twitter: sthaux See Tactile in Action
Netbiscuits
http://m.netbiscuits.com
March 30, 2012 © Netbiscuits GmbH 2012 24