2013 Budget Planning for Mobile


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Are you in the process of budget planning for 2013? If so, you, like most of our customers are struggling with what to include for your mobile initiatives for next year.

This presentation was given by Larry Lauvray, co-Founder of Propelics and Head of Project Delivery for a September 2012 webinar to help you tackle the budget cycle.

Published in: Business, Technology

2013 Budget Planning for Mobile

  1. 1. Welcome.Budget 
 @propelicsPlanning for Mobile Questions, Comments
September 27th, 2012 to #mobilebudget
  2. 2. Propelics Background – About Us •  15+ year track record •  Fortune 500 clients •  Global experience •  100% focused on mobile for the Enterprise •  San Jose, Boston, PittsburghPropelics creates mobile strategies and world class 
Apps for the Enterprise.

Trusted by companies like yours: #mobilebudget 2  
  3. 3. Larry Lauvray: Propelics Co-Founder•  Mobile Mentor •  Mobile experience starting in 1990 •  Custom applications since 1995 •  Utility and Communications Industry ~9 years •  Lead both business and technology segments •  Enterprise Background •  Enterprise solution architect ~22 years •  Global application strategy and project delivery •  Served over 30 industry verticals •  Hundreds of custom and packaged application implementations #mobilebudget 3
  4. 4. Q:What are the keyconsiderationsfor an EnterpriseMobile Budget? 4
  5. 5. Key Considerations - Enterprise Mobile Budget Planning•  What are the big-ticket items I will need to include?•  How will mobile impact my capital and expense budgets?•  What are my enterprise mobile priorities for next year?•  What are other companies doing about mobile expenditures?•  How do some of the new mobile acronyms impact my budget? •  BYOD, MADP, MDM?•  What are the key strategic decisions that will impact my budget? ….and many more 5
  6. 6. Capital budget Infrastructure Corporate Mobile devices POC & Pilot efforts Asset management Strategy and planning networkMobile device Mobilemanagement Development Enterprise platforms Mobile Mobile budget Integration and applications security Expense budget Voice and data (carrier) Apps & Development efforts Mobile devices (byod) As-a-service vendors App maintenance Training and change management
  7. 7. 90% of Fortune 1000 CIOs areexpecting to deploy mobile applications to their workforce in the next 12 months. Source:(Kelton(Research,(2011 #mobilebudget 7
  8. 8. Top 10 CIO Business and Technology Priorities
 Source:  Gartner  Execu0ve  Programs  (January  2012)       Cisco  Wireless  Product  Manager,  Mark  Denny:   •  By  2015,  15  billion  new  networked  mobile  devices  (projected)   •  75%  of  employees  use  mul0ple  devices  at  work        Mobile  expecta0ons  are  high  -­‐  whether  inside  the  office  or  on  the  road.   #mobilebudget 8
  9. 9. US Mobile Apps vs. Web Consumption, Minutes per Day100 Mobile Apps Web Browsing 94 Minutes 81 75 Minutes 74 72 50 64 66 70 Minutes Minutes Minutes Minutes Minutes 43 Minutes 25 0 Jun-10 Dec-10 Jun-11 Dec-11 Increased expectations for rich experience Source:(Flurry(Analy/cs,(2011 #mobilebudget 9
  10. 10. Year Over Year: Mobile Budget Increases %  increase  in  yearly     Mobile  budget  alloca0on   7-­‐10%   Mobile  Everything   5-­‐7%   Voice  &  Data    (3G,  4G)   Phone  &  Tablet  (>  100  types)   3-­‐5%   <  1  %   Enterprise  Apps     Consumer  Apps     Enterprise  Integra0on     Smart  Devices   MADP  (cross  plaorm  apps)   PDA   Voice  &  Data   MDM  (device  management)   Voice  Plans   Phone  &  Tablet   Cell  phone   IAAS  (infrastructure)   Data  Plans   Apps  &  Web   Voice  Plans   PAAS  (Plaorm)   Governance     1990’s   2000’s   2010’s   #mobilebudget 10
  11. 11. Capital & Expense Budgeting Methods •  Capital Budget Methods •  Net Present Value (NPV) •  Payback Period •  Depreciated Investment •  Internal rate of return •  Corporate asset base •  Operational Expense Budget •  Forecast of ongoing expenses •  Historical expenses * inflation rate •  New expense items projected •  Depreciated capital items •  Cash-flow driven by disbursements #mobilebudget 11
  12. 12. Capital Budget Components •  Hardware (~20%) •  Mobile devices (corporate liable assets) •  On-premise server installations (App, Web, SOA, Database, Proxy, etc.) •  Internet, WiFi, Network, and Infrastructure installations •  Software (~20%) •  Development and Device Management Platforms (non-hosted) •  Testing and Online training platforms •  Internal Application Development and Support Labor (~30%) •  Initial application (asset creation), Proof of Concepts, Pilot projects •  Resource Training (Materials are assets) •  Consulting (~20%) •  Mobile Strategy, Application Strategy, and Application Roadmap •  Business Case Creation •  Training Materials to Capitalize (~5%) •  Instructor Lead and Online materials (assets) •  Licensing Costs (~5%) •  Integration connectors, Developer licenses, Database (non-hosted) #mobilebudget 12
  13. 13. Expense Budget Components •  Subscription Expenses (~20%) •  Carrier monthly expenses (voice & data) •  Hosted Services (“as-a-service” vendors: MADP, MDM, IAAS, PAAS, etc.) •  Mobile Apps - Ongoing Application Enhancements (~20%) •  Mobile Project initiation, design, and deployment (split between capital) •  Mobile application enhancements (expense of the capitalized application) •  Staffing Expense - new FTE hires and subcontracted roles (~30%) •  Mobile Architect, Developer, and User Experience SME •  Mobile strategy and governance oversight •  Ongoing Maintenance/Support (apps, devices, network) (~20%) •  Extensions of existing support capabilities, additional staff for mobile •  Mobile Devices (device reimbursements) •  Change Management, Training, and Communication (~5%) •  Planning for change management and communication •  Training delivery •  Retirement of Existing Assets (~5%) •  Device decommission, disposal, battery recycling, etc. #mobilebudget 13
  14. 14. Enterprise Mobile Budgets:
Approach to Budget Creation
  15. 15. Mobile Budget: ApproachStep I: Step II: Step III:History Review Assess missing details and Budget submission create the justification and adjustmentsHistorical Budget Gap analysis for new Mobile / App mobile items Strategy Department & LOB items Device Plan Mobile justification (CL & BYOD) Budget And Detail EnterpriseStraw-man gaps Items As-a-service plan Vendor comparisons Staff planNew Mobile (int. vs. ext.) Line items
  16. 16. Mobile Budgeting: Defining Mobile Charter •  Determine goals for mobile Applications and use cases•  Identification of scenarios•  Determine primary business value driver and actors for each scenario•  App Identification & Prioritization•  Determine IT Needs•  Device Plan (Multi-Platform)•  Understand Risks and Mitigation•  Determine Development Approach and Vendors•  Understand Infrastructure Needs #mobilebudget 16
  17. 17. Mobile Budgeting: Mobile App Portfolio •  Horizontal:  Business   Value   •  Ver0cal:  Risk   •  Color:  Readiness   •  Size:  Ease  of   Implementa0on   #mobilebudget 17
  18. 18. Mobile Budgeting: IT Readiness and Actions Mobile  Strategy Channel strategy Enterprise Info. Mgmt. IT Delivery & Support Stage 3 Stage 5 Stage 2 Stage 4 Stage 1 Policy Definition Policy Governance Network Infrastructure Security Infrastructure App development platform Maturity Ranking IT Readiness forMobile Device Mgmt. Platform Mobile Telecom Expense Mgmt. Wireless Svc. Mgmt. #mobilebudget 18
  19. 19. MADP: Mobile Application Deployment Decisions Intermediate  Language     Na0ve  Code  Legacy  Web   Web  Apps.   and  Na0ve  Run0me   Generator   Na0ve  Apps   JavaScript,  CSS3,  HTML5   NaHve  Cross-­‐Compile   Web-­‐to-­‐NaHve  RunHme   #mobilebudget 19
  20. 20. MDM/MAM: Mobile Device and Application Management•  Key decisions and considerations •  MDM hosted/managed or installed: Recurring expense vs. capital purchase •  Sizing: Number of managed devices, types of devices, geography •  Configuration: Remote control, Self service portal, Alerts and Reporting •  Security: Data encryption, selective wipe, data leak prevention, jailbreak detect •  Features: Whitelist, App store (enterprise and managed vendor storefronts) •  Applications: Containerization for applications and VPN micro-tunnel controls •  Platform: mobile OS, Service integrations, globalization, and expense management •  Disaster Recovery: Redundancy, failover options, performance history •  Vendor Maturity: Statement of Direction, viability, market size, customer trend #mobilebudget 20
  21. 21. Labor and Resource Skills: In-House or 3rd Party •  Key Decisions for Planning Labor Costs (examples) •  Identify in-house skills and availability (Mobile architect, Integration, developer, UX) •  Project Sizing (Small POC Apps @ 200 hours - through large applications) •  Coding skills: What OS platforms, and how many platforms will need to be coded •  User Scenarios: What users and devices will be targeted •  Ongoing support: Geography, user maturity, and critical SLA considerations •  Considerations for Internal Staff: •  Skills: Either have the right skill profiles, or need training •  Availability: Ability to focus on the “day job” and/or mobile projects •  Missing skills need to be hired with ramp-up considerations•  Considerations for 3rd Party Staff: Provisioning   •  Cost: Determined by level of seniority and geography Performance  Management   •  Locations: Expectations for onsite, offsite, or offshore OperaHons  and  Support   •  Accountability: Fixed-cost, deliverables based 
 Compliance  and  Security   agreements Expense  Management   Decommissioning   #mobilebudget 21
  22. 22. Budgetary Application Costs  Basic  Consumer  Mobile  App  Development  Cost:          $10,000  (+/-­‐  20%)  No  integra0on,    Standard  controls,    Minimal  Design  and  project  management    Simple  Enterprise  Mobile  App  Development  Cost:          $50,000  (+/-­‐  20%)  Limited  footprint,  Single  integra0on  Design  for  architecture,  security,  and  user  experience  Lite  screen  personaliza0on    Medium  Enterprise  Mobile  App  Development  Cost:          $100,000  (+/-­‐  20%)  Department  /  Division  footprint  Branding  to  support  customer-­‐facing  interac0on  Integra0on  leverages  exis0ng  enterprise  capabili0es  Enterprise-­‐class  Standards,  security,  and  scalability  Highly  tuned  user  experience    Complex  Enterprise  Mobile  App  Development  Cost:          $150,000  (and  up)  Enterprise  footprint  Highly  tuned  branding  and  user  experience  (include  customer-­‐facing)  Custom  Integra0on  (batch  and  real-­‐0me  within  the  Enterprise)  Enterprise-­‐class  Standards,  security,  and  scalability  Mobile  device  and  applica0on  management  infrastructure  (MDM,  MAM)   #mobilebudget 22
  23. 23. Infrastructure Considerations•  Key Decisions for Planning Infrastructure (examples) •  Identify proposed or ongoing enterprise infrastructure projects (add mobile factors) •  Server planning: Databases, Data Integration, Web Services, SOA •  Network planning: WiFi bandwidth and coverage, WiFi usage (remote, retail, etc.) network planning (VLAN use, etc.) •  Security: Web Proxy, Reverse Proxy, Device Certificates, SSL VPN, Authentication •  Ongoing support: Help Desk(s), Self Service •  Service Management: Device & App Monitoring, Service Catalog, Supplier Management, Change Management, Knowledge Management, Event Management, etc. #mobilebudget 23
  24. 24. Mobile Budget: ApproachStep I: Step II: Step III:History Review Assess missing details and Budget submission create the justification and adjustmentsHistorical Budget Gap analysis for new Mobile / App mobile items Strategy Department & LOB items Device Plan Mobile justification (CL & BYOD) Budget And Detail EnterpriseStraw-man gaps Items As-a-service plan Vendor comparisons Staff planNew Mobile (int. vs. ext.) Line items
  25. 25. #mobilebudget 25
  26. 26. Mobile Budgeting: Typical TimelineKickoff Step I: History Review 0.5 Week Step II: Gap Analysis and Budget justification details 2-4 Weeks Step III: Budget review and submission 0.5 Week Executive Readout 3-5 Weeks #mobilebudget 26
  27. 27. Enterprise Mobile Budgets
 Webinar Offer
  28. 28. Next Steps Budget Planning for Mobile
 Conference Call Mobile App Roadmap Kickstart Mobile Advisory Services Webinar Special: 20% off all services if contracted in October! #mobilebudget
  29. 29. Thank You.@propelics