In this webinar delivered March 28th, 2012, Altimeter Group's Charlene Li and Chris Silva discuss the importance of creating a solid foundation for mobility initiatives - a mobile control plane - to usher in the era of business-led mobility projects. Published under open research.

1. 1
Building A Foundation For
Mobile Business
Altimeter Group Webinar
March 28, 2012
#AGmobile
Charlene Li Chris Silva
Founder, Analyst Industry Analyst, Mobile

2. Workers Have Chosen Their
Preferred Platform
© 2012 Altimeter Group

3. 3
Less than 5% of workers worldwide carry
separate “work” and “personal” devices
today.*
*Data source iPass Workforce Mobility Study, Q3 2011
© 2012 Altimeter Group

4. 4
Over 50% of users are taking business data
onto personal devices.*
*Data source iPass Workforce Mobility Study, Q3 2011
© 2012 Altimeter Group

5. 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
© 2012 Altimeter Group

6. 6
Soon All Workers Will Be Mobile Workers
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.
© 2012 Altimeter Group

7. 7
Platform Diversity Makes Control Parity Difficult
Source: Nielsen
© 2012 Altimeter Group

8. Enterprise Mobility Depends On
Solid Controls
© 2012 Altimeter Group

9. 9
Balancing Business And IT Imperatives
Manage Risk
Compliance
Data
Productivity
Protection
Executive Talent Security
Pressure Acquisition Policy
Competitive Contented
Fair Use
Advantage Users
Business Benefits IT Concerns
© 2012 Altimeter Group

10. 10
Enterprise Mobility Takes Various Forms
Corporate
Field Complex
Information
Collaboration Computing
Access
Goal:
Goal: Goal:
Gathering, collection
On the go access to Access to a full
and collaboration of
common information. computing experience,
information gathered
from anywhere.
in the field.
© 2012 Altimeter Group

11. 11
Financial Services Co: 2010
Scenario
“Big 5” accounting firm
100%
BlackBerry providing company-
owned devices to its
0% knowledge workers.
iOS
• Single server
• Handles all sync and policy
• Single point of control
• App use not an issue
• Little concern for non-email data.
© 2012 Altimeter Group

12. 12
Same Financial Services Co: 2012
Result
Knowledge workers 95%
overwhelmingly choose 5% iOS
iOS devices, forcing BlackBerry
the evolution of control.
• No existing, single comprehensive management tool
• Multiple points of entry to the device
• Data in email, apps, file shares
• High degree of personalization
© 2012 Altimeter Group

13. 13
The Mobile Control Plane
Mobile
Business Case Governance Technology
Workforce
Control Plane
© 2012 Altimeter Group

14. 14
Mobility Begins With A Business Driver
Mobile
Business Case Governance Technology
Workforce
• What is the pain to be addressed?
• Which users exist in the org?
• Who are the best to take mobile?
• What does success look like?
© 2012 Altimeter Group

15. 15
Governance Precedes Technology
Mobile
Business Case Governance Technology
Workforce
• Establish ownership in IT and in business
• Draft policies with HR, IT and business
• Understand metrics for success in mobile
• Target high priority groups for mobile
© 2012 Altimeter Group

16. 16
Critical Governance Components Of Control
Control
Governance
Policy Ownership
 Personnel policy  Device ownership
 Fair use policy  Service ownership
 Device remediation policy  Data access
 Data classification policy
© 2012 Altimeter Group

17. 17
Technology Closes The Control Process
Mobile
Business Case Governance Technology
Workforce
• Create an MDM backbone
• Unite access and enforcement
• Determine user use-case, metrics for continuation of
subsidy
• Determine security parameters
© 2012 Altimeter Group

18. 18
Critical Technology Components Of Control
Control
Technology
Mobile Device Management Identity & Access Management
 Data security and encryption  AAA-tie in
 Encryption  Role and user policies
 Device and app provisioning  Data loss prevention
 Management and remediation,
Data Synchronization Service Management
 Information delivery  Uptime and usage metrics
 Attachment and directory data  Telecom expense management
 Usage policy enforcement  Quality of service monitoring
 Basic device remediation
© 2012 Altimeter Group

19. 19
With A Solid Platform In Place, The Business
Can Take The Lead
Mobile
Business Case Governance Technology
Workforce
• Refine mobile roles
• Gather role-specific requirements, match with tools
• Allow LOB to lead tool selection
• Continual training, measurement and education
© 2012 Altimeter Group

20. 20
Control Is The Foundation Of Mobile Business
Corporate
Field Complex
Information
Collaboration Computing
Access
Need: Need: Need:
Content Collaboration Consumption
Mobile Control Plane
Technology Governance
Mobile Device Service
Policy Ownership
Management Management
Data Identity & Access
Synchronization Management
© 2012 Altimeter Group

21. 21
Q&A
To submit a question enter it
into the “question” box in
your GoToWebinar control
panel
Chris Silva Charlene Li
Industry Analyst, Mobile Founder, Principal Analyst
csilva@altimetergroup.com charlene@altimetergroup.com
Makemobilework.com Charleneli.com
Twitter: @802dotchris Twitter: @charleneli

22. 22
ABOUT US
Altimeter Group is a research-based advisory firm that helps
companies and industries leverage disruption to their advantage.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
THANK YOU