The growth of BYOD poses an obstacle for smartphone and tablet vendors selling devices into enterprise. This paper outlines a new market model to help navigate this changing landscape.

1. Selling More Devices - Beyond the Application
Phillip-Marc Ngoma - pm@ngoma.biz
The enterprise mobility landscape is going through tremendous upheaval; consumerisation of the
enterprise, consolidation of development platforms, application maturity, proliferation of BYOD etc.
This competitive environment is creating numerous opportunities; however, understanding the
dynamics requires vision and a structured strategic approach.
Misconception
There is a void in the enterprise space created by the demise of BlackBerry. There is no void;
BlackBerry did not have to contend with BYOD. This is a new operating model.
Challenge
The market has transitioned from a desire for enterprise mobile applications to a drive for consumer
purchased devices within the enterprise. As subtle as this maybe, it has a profound effect on the
ability to sell fleets of devices.
Competition
Today’s major competitor within enterprise maybe iOS, but you only need to catch a local suburban
train in peak hour to take note of the types of devices in use in the carriages. The adoption of sub 8inch tablets is growing at an alarming rate. These devices will be low-cost and Android.
Consumerisation of the enterprise means that these devices are and will be utilised within the
enterprise.
Competitive fronts
Enterprise mobility (in context, the ability to sell fleets of devices) presents four alignment fronts:
development platforms, applications, integration and data. We are experiencing a consolidation of
platforms. Introducing new mobile applications into the enterprise is becoming increasingly difficult.
This signifies that lifecycle maturity is upon us (for platforms and applications, not mobility).
Integrators are more concerned with services as opposed to selling devices.
As is the case with business, when markets mature, segmentation plays a vital part, thus adding
complexity to execution.
pm@ngoma.biz
October 2013

2. Selling More Devices
Where to compete?
The winner of this battle is the vendor who has the ability to change the game, create the rules; in
short, disrupt the competitive environment. The future will be fought and won at the data level.
What do I mean?
A framework can be created and overlayed above the current enterprise infrastructure. This will
allow existing enterprise data utilised in applications to be re-interpreted and presented through the
features of the device. This framework does not replace existing applications, it does not replace
existing development platforms, it merely co-exists harmoniously within the enterprise environment
and gives the device vendor a distinct advantage.
Areas for Growth
1. Virtually transmit a human being to the present time
The framework allows for humans to be virtually transported into a physical environment from a
device. Why would anyone want to do this?
 a deceased football legend is beamed into a locker room for a pre-game motivational speech
 a President is beamed into the field to give battle troops a job well done speech
 senior managers from around the world are beamed into a shareholders meeting
All very cool, but minimal relevance for enterprise device sales.
2. Virtually transmit a man-made product to the present for sales enablement
The framework allows for man-made products to be virtually transported into a physical
environment from a device. There are many sales teams around Asia Pacific that are unable to carry
with them their products for the purpose of demonstrating the features and functions. The sheer
size and weight of these products (hospital equipment, manufacturing machinery etc.) renders them
unable to be transported in a car or plane. One need only view the many trade exhibitions around
the region to realise that the sales prospect has to either visit the seller’s showroom or attend an
event to evaluate products.
Use case > a sales executive selling a high capacity multi-function device (printer):
 the salesperson can visually position the MFD in any room on the buyers premises
 the salesperson can visually adjust the angle of the MFD in any area of a room
 the salesperson can visually demonstrate every feature of the MFD in front of the buyer
 the salesperson can interact and answer questions directly whilst in the sales meeting
3. Re-interpretation of data for real-time diagnostics in service provision
The framework allows for structured data to be interpreted, analysed and calculated in real-time
using a device. There are many field service teams around Asia Pacific that manually service
equipment either via a mobile application or via a mobile data capture process. Efficiency can be
improved in many industries, such as: utilities, mining, gas, oil, electricity, energy, industrial
equipment, commercial equipment, manufacturing equipment etc.
Use case > a technician servicing an ATM:
 the service person points the device at the ATM
 the framework overlays the data and diagnoses the equipment: shows service history, parts
that need servicing or replacing, inventory interrogation, stock replacement,
service process, standard procedure etc.
pm@ngoma.biz
October 2013

3. Benefit:
i. more equipment can be serviced in the same amount of total time
ii. less people required to service the same amount of equipment
iii. a significant decrease in the cost of each service session
4. Re-interpretation of data for improved patient quality of care
The framework allows for structured data to be accessed and manipulated in real-time using a
device. All around the Asia Pac region, we are witnessing a change in many factors which require
current nursing staff to do more work with fewer resources.
 an increase in nursing-to-patient ratios: e.g. Singapore > 1:6, Australia > 1:7
 an increase in patient contact time per 8 hour shift
 an increase in patient monitoring due to more invasive procedures
 an increase in patient stay at hospital due to multiple surgical procedures
What if one could improve the quality of care whilst decreasing the time spent with patients?
Simply point the device at the patient:
 access medial history > hospitalisation, procedures etc.
 receive monitoring statistics > complete with predictive analytics
 view medications and associated issues
 produce a visual display of physical areas of concern
5. Re-interpretation of data for linking information consumption to the discovery of information in
tertiary education
The framework allows for static structured data and dynamic unstructured data to be combined in
real-time using a device. Current learning environments; lecture rooms, virtual classrooms, offcampus etc. have information discovery limitations. Utilising the large repositories of information
contained within Universities (and through their content partnerships) directly from a learning
environment is non-existent, lengthy at best. By using a device, learning outcomes and lecture
delivery can be significantly improved.
Tomorrow’s solutions selling todays devices.
© 2013 by Phillip-Marc Ngoma. All rights reserved.
pm@ngoma.biz
October 2013