Philana Chen's Macworld Talk on the future of Mobile and the Enterprise

1. Mobilizing the
Enterprise
Moving Away from 90s
Infrastructure to a Cloud-centric
Consumer Friendly Environment
August 3, 2012
Jacob Hsu, CEO
Philana Chen, VP Strategy

2. A Mobile World
(A World Without PCs)

3. Good Morning!

4. Off to a Meeting

5. After the Meeting

6. Having Lunch?

7. No more fa piao!

8. Just kidding 

9. Heading back to the office

10. Where’s the office?
You don’t go to the office, anymore.
The office is WHERE YOU ARE

11. Good Evening

12. Really?
A World Without PCs?

13. Emerging Mobility

14. Purchasing Trends
Source: Citi Research Group, 7/8/12

15. Remote Access

16. Takeaway 1: Get ready for a world
without PCs
- Centralize your data (cloud)
- Have the right tools
- Empower knowledge workers

17. Takeaway 2: Tailor your Business
Processes for Consumer Behavior
- Improved user experience
- Shift your focus from web
interface to mobile interface
- Today’s consumers want
information instantly

18. Takeaway 3: Start now
- Work incrementally

20. Takeaway 2: Tailor your business
processes for Consumer Behavior

21. Takeaway 2: Tailor your business
processes for Consumer Behavior

22. Before 2007
Mobile app’s was something
the mobile operators discussed
at conferences
The Walled Garden
Rest of the End
Telco
Value Chain User
Page 22

23. After 2007
Mobile web & App’s
Apple App
Dev.
Servic End
e User
Googl Telcos
e Servic
e
Page 23

24. Evolution 1
Connecting
Connecting Everything
People
Connecting
Buildings
Page 24

25. Evolution 2
Unlimited
Two
One
Page 25

26. Evolution 3
• I am mobile and
urgently need …
Micro-tasks • Messaging
• Book, Check in
• Search
• Remote control
• Entertainment
Telematics
• Communication
• Robotics
Constantly
connected
• I am mobile and
bored
Media & • On demand
Entertainment streaming
• Real time streaming
• Advertising
• Micropayments
• Web Shop
mCommerce • Advertising
• Check in/Loyalty/Shop
Finder
Page 26

27. Why?
Technology 
Developer adoption 
Market reach 
Price 
Business Models 
Access/Bandwidth 
Exactly what a consumer want
Page 27

28. QR Bar Code
reader Wish Lists Use camera for search
Payment Mobile advertising
services
Same or Push to talk – direct
personalized connect to customer
supply of service
products
Create your
own location
service. Shop
locator or buy
online
Payment
integration
Augmented
reality Page 28

29. Articles read on a computer
Source: 100 million articles saved by Read It Later users
across all major web and mobile platforms. Page 29

30. Articles read on an iPhone
Page 30

31. Articles read on an iPAD
Page 31

32. How the iPAD is changing online reading
Page 32

33. Conclusions
> When a reader is given a choice about how to consume
their content, a major shift in behavior occurs. They shift
that content to prime time and onto a device better suited for
consumption.
> It appears that the devices users prefer for reading are mobile
devices, most notably the iPad.
> Mobile devices are making it possible for readers to take
control once more.
Page 33

34. On Line Only
You do all business online. Your objective is engagement and sales – of your
products or services. Sample industries: online retailers, gaming, web publishers

35. This is your new storefront – always open
You do all business online. Your objective is engagement and sales – of your
products or services. Sample industries: online retailers, gaming, web publishers

36. Leads Generation
Your business relies on a direct relationship with your clients. Your objective is
customer acquisition. Sample industries: car dealerships, real
estate, restaurants, utilities and insurance.
of large online advertisers
79% do not have
a mobile optimized site

37. Brand Driver
Your business relies heavily on branding to differentiate itself from competitors.
Your objective is awareness. Sample industries: entertainment, consumer
products, pharmaceuticals.

38. Multi Channel
Your business operates both online and off. Your objective is to create a
seamless experience between both. Sample industries:
retailers, financial, telecom.

39. Information
You have an information rich web site, and the users will have big benefits from a
mobile version of the site. Sample industries are: Travel, commuting, …

41. Summary
> It is critical to have a web site that can be used
by mobile users, give them a positive
experience and support your business goals.
> “Look in the mirror”
– Test your own site in a SmartPhone and an iPad
> What is your competition up to?
> What could you easily do?
> What would a mobile strategy look like?

42. The Key Challenge
> Picture about bigslowtough IT backend
> Towards fast moving agile Mobile Frontend
> Big ?

43. Case Studies

44. Symbio provides advanced software engineering and
R&D co-creation services to the world's technology
innovators.
Symbio is here to enable your technology vision and
actualize tomorrow's market opportunities.
By working with Symbio's global technology experts
and engineering centers, clients have been able to:
> Accelerate software development cycles and speed time-to-market by as much
as 25%
> Gain as much as 75% of cost efficiencies in R&D and product
engineering, test, and support operations
> Improve end-user experience and customer satisfaction
> Scale engineering capacity on-demand and release more products to market

45. Symbio from Customer Perspective
Symbio is our trusted technology expert, our
go-to partner for co-creating innovations
Basic Buying Behaviors Symbio Differentiators
I want an innovation partner who can
give me a competitive edge
Performance Client
Innovation Co-Creation:
“Partners to Create Tomorrow’s Innovations”
I want a scalable, reliable partner who
delivers at the best prices
Scale Client
I want a team that can augment my own
technical limitations
Experts in Convergence:
“Architects of Mobile + Cloud Software”
Skill Gap Client
I want a partner who “gets it”,
understands my business, flexs for me
Relationship Client Global Expertise + Scale:
I want a partner who can deliver me a “Best Expertise Everywhere, On-Demand”
China market strategy
China Story Client

46. Sales & Solutions
Delivery
Nordics
Cupertino
Beijing
Tokyo
Shanghai
Chengdu Taipei
> R&D Base: Beijing, Chengdu
> Frontend Teams: Beijing, Shanghai, Taipei, Nordics cities, US cities
> Sales Teams: Symbio Direct sales teams: APAC, EU, US

47. Case 1
> RF
> Nissan ABQ
> Norwegian stuff

48. Case Airbiquity
A global platform for delivery of connected vehicle services.
> Description
• Airbiquity is the global leader in the connected
vehicle services market, with customers including:
Ford, Hitachi, Motorola, Onstar, Shell, Nissan, Bosch
etc.
• Bring value to Nissan Leaf owners by innovative
mobile solutions for remote control of the electric
vehicle.
> Solution
• Symbio Team regarded as Airbiquity’s ODC team.
• Provided technical capability to
design, implement, and maintain a cloud based back
end solution and mobile apps for the end users.
> Accomplishments
• Symbio helped Airbiquity to become a leader in the
telematics domain by providing customers with
innovative mobile solutions.
> Technologies
• iPhone, Android, Blackberry, J2ME

49. Case RF-Swedish sports
A mobile platform for the members of Swedish sports associations. Easing
administration for members as well as adding social network services.
> Description
• The world of sports in Sweden is organized in
a common federation, RF, managing different
sports associations and clubs.
• About one third of the Swedish population
are members in sports clubs.
> Solution
• Symbio Team regarded as RF’s ODC team.
• Provided technical capability to
design, implement, and maintain a cloud
based back end solution and mobile apps for
end users.
> Accomplishments
• Symbio helped RF to ease administration for
the coaches and daily leaders within Swedish
sports by introducing mobile solutions.
> Technologies
• iPhone, iPad, Android, WP7, MS Azure

50. Case Orbit GMT
Using Mobile Video Solutions in Monitoring and Remote Operation of Modern
Aquaculture.
> Description
• Orbit GMT is the market leader in the
development and production of monitoring
systems for the aquaculture industry and a
technology leader in feeding solutions.
> Solution
• Symbio Team regarded as Orbit’s ODC team.
• Provided technical capability to
design, implement, and maintain server side
back end solution and mobile apps for end
users.
> Accomplishments
• Symbio helped Orbit to enhance the server
side capabilities to handle monitoring with
mobile video streaming to a number of hand
held devices, making remote operation a
reality.
> Technologies
• iPhone, iPad, Android, WP7