The document discusses emerging trends related to wireless technology and its impact on businesses. It notes that wireless has moved from being seen as unattractive to fueling innovation in many industries. It also highlights opportunities for businesses to leverage the mobile cloud, develop apps, and rethink their value chains for the new wireless era. However, many businesses still face challenges related to security, skills gaps, and measuring ROI when it comes to fully exploiting wireless.

1. February 2011 Scott A. Snyder, PhD President, Breakthru Advisors Senior Fellow, The Wharton School ©Scott A. Snyder 2011 [email_address] (610) 256-0662

2. The 5 th Wave Emerging Trends The Big Flip Enterprise Challenges Assessing your WiQ Innovating to Win ©Scott A. Snyder 2011

3. Like many emerging technologies, wireless looked unattractive and uneconomical at the outset until consumers understood the true value of mobility. ©Scott A. Snyder 2011

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5. ©Scott A. Snyder 2011 Ref: ITU, Morgan Stanley Research, 2009 More than just Phones: Smartphone Kindle Tablet MP3 Cellphone/PDA Car Electronics GPS/Nav Mobile Video Home Entertainment Games Home Appliances

6. ©Scott A. Snyder 2011 4G “ If you're looking for a role model in a world of complexity, you could do worse than to imitate a bee.” – Thomas Seely, Bee Expert

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8. “ The extension of mobile apps to every aspect of our personal and business lives will be one of the hallmarks of the new decade with enormous opportunities for virtually every business sector. ” -- IDC VP Scott Ellison ©Scott A. Snyder 2011

9. ©Scott A. Snyder 2011 Dimension 4 th Wave – Internet 5 th Wave - Wireless Cycle Times 6-12 months 3-6 months Delivery Model On-Demand On-Device Enterprise IT Model From Server Out From User In IT Decision-maker CIO Consumer/Employee Business Model B2B, B2C B2B2C, B2B2E Key Differentiators Cost, Convenience User Experience, Enablement Business Process Redesign Compress/Collapse Redefine Application Development Centralized, Large Teams Distributed, Small Teams Consumption Model Browsing, Viewing Information Snacking Service Expectation 24x7 Anywhere, Anytime End User Devices Primarily PCs Any Device Geographic Growth Developed Markets Emerging Markets

10. “ Once again, we’ve been eclipsed by the consumer.” - Mark Benioff, CEO Salesforce ©Scott A. Snyder 2011

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12. ©Scott A. Snyder 2011 “ In addition to creating new markets and opportunities, this restructuring will overthrow nearly every assumption about who the industry's leaders will be and how they establish and maintain leadership.” - Frank Gens, SVP IDC

13. ©Scott A. Snyder 2011 >$1B spent via mobile devices in last 12 months 6X increase in mobile transactions in 2009 $25M to $141M Mobile users doubling every year 30M in 2010 $1.5B through mobile channel in 2010

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15. Innovation is hard in big organizations Risk aversion + NIH + Inertia Enterprises want Control Access to critical data Comingling of business and personal Security and privacy are major impediments Lack of widely accepted solutions Limited visibility into applications/activities Lack of a clear ROI ROI for wireless to date has been hard to measure People, processes and tools are not optimized for Wireless Lack of skills, processes, and systems to fully leverage mobility ©Scott A. Snyder 2011

16. Only 4% of Marketing Executives and 7% of IT Executives “prepared to answer them” – Forrester, Oct 2010 ©Scott A. Snyder 2011 How do I leverage existing infrastructure and applications? How do I maximize acceptance and usage? How do I deploy, support and provide the infrastructure? How do I sift thru the hype and find the real ROI opportunities? What’s the connection to Social Media? How should I think about security and compliance? How do I design to capture the right data to drive insights? How do I enable my Enterprise to exploit the potential?

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18. ©Scott A. Snyder 2011 Most businesses need to improve their capacity for wireless innovation` Wireless Innovators Wireless Laggards

19. Unwire Business Processes User-centric Organization Enable Wireless Co-Innovation Leverage Mobile Cloud Develop App Factory Device Experiments Rethink Value Chain Test New Revenue Models Manage Cannibalization ©Scott A. Snyder 2011

20. ©Scott A. Snyder 2011 Segment Motivation Spending % of Population Digital Media Use Device Ownership Mobility Needs Outlet Jockeys Mobility $$$$ 15% Digital Shut-ins Media $$$ 19% Technophytes Status $$ 22% Analogs Lifestyle $ 49% Actualized Anywheres Connectivity $$$$$ 5% Reference: Yankee Group 2010

21. Mobile Cloud Ecosystem (4G Wireless, Developers, Partners, R&D) Scanning (sensing networks) Innovations (apps, services, products, etc.) Feedback/Learning (wireless surveys, etc) Customer roll-out (app downloads, devices, etc) ©Scott A. Snyder 2011

22. 4G Wireless and Digital Swarms The New World of Wireless: How to Compete in the 4G Revolution , Snyder, Wharton School Publishing, 2009. Blog: http://blog.tmcnet.com/digital-swarm/ WiQ Survey: http://www.thinkdsi.com/media/DSI_Webinar-2009-1013-WiQ_Quiz.pdf My contact information: Email: [email_address] Phone: 610-256-0662 ©Scott A. Snyder 2011