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VDC Research Webcast

Proliferation of Mobile Devices =
Opportunity for Apps & Developers
 pp         y     pp           p
Mobile and Wireless Practice
Eric Klein – Senior Analyst
David Krebs – Director
Recording Available


               These slides are from a webcast presented on 08/04/10.
                                               p

                     A full audio recording is available for download at:



       www.vdcresearch.com/market_research/mobile_wireless/freeresearch.aspx#




1 –  2010 VDC Research Group, Inc.
    Mobile and Wireless Practice
VDC Research Group



                Additional complimentary insights and marketing data
                   on the mobile and wireless market available at:

                                      www.vdcresearch.com




2 –  2010 VDC Research Group, Inc.
    Mobile and Wireless Practice
Today’s Mobile and Wireless Practice Speakers:


Eric Klein – Senior Analyst
Eric is a market research and consulting professional specializing in the design, analysis, and delivery of project-based
research. Over the past 15 years, Eric has worked with a wide array of firms across a number of industries, leading
quantitative and qualitative research in areas such as innovation in enterprise software, supply chain risk management,
manufacturing operations/automation, and IT spending research. Eric has worked in a variety of market research and
management roles, providing market data and competitive intelligence to Fortune 500 firms. His previous employers
include: AMR Research, The Yankee Group, and Affiliated Computer Services (ACS). Eric holds a Bachelor of Science in
Finance from Boston University.



David Krebs – Director
David has more than ten years experience covering the markets for enterprise and government mobility solutions, wireless
data communication technologies and automatic data-capture research and consulting. David focuses on identifying the
key drivers and enablers in the adoption of mobile and wireless solutions among mobile workers in the extended
enterprise. David’s consulting and strategic advisory experience is far reaching and includes technology and market
opportunity assessments, technology penetration and adoption enablers, partner profiling and development, new product
      t it             t t h l              t ti     d d ti          bl       t       fili   dd     l      t        d t
development and M&A due diligence support. David has extensive primary market research management and execution
experience to support market sizing and forecasting, total cost of ownership (TCO), comparative product performance
evaluation, competitive benchmarking and end user requirements analysis. David is a graduate of Boston University
(BSBA).




  3 –  2010 VDC Research Group, Inc.
      Mobile and Wireless Practice
Today’s Agenda


Market overview: the state of enterprise application mobilization

“Playing in traffic” – How device expansion increases complexity

Forces Driving Enterprise Mobility

The rugged market segment is different

Conclusions: What lies ahead




4 –  2010 VDC Research Group, Inc.
    Mobile and Wireless Practice
Research Methodology


                                                               •   The following programs constituted the core of
           Target Communities                    Sample Size       our primary data collection efforts.
                                                                         i     d t    ll ti     ff t
                                                               •   Structured interviews were conducted with
                                                                   Presidents, VPs of Marketing,
Mobile Solution Providers and Software Vendors       >30
                                                                   Business Development Managers and Senior
                                                                   Product Managers at the following organizations:
                                                                     Mobile Computer Hardware Suppliers
Mobile Software Developers                           175             Mobile Software Vendors
                                                                     Enterprise Software Vendors
                                                                     Mobile System Integrators
Enterprise Mobility End Users and Evaluators        >550
                                                               • Web survey fielded among mobile software
                                                                   developers.
                                                               •   Web survey fielded among enterprise mobility
                                                                   end users and evaluators across a variety of
                                                                   sectors.




5 –  2010 VDC Research Group, Inc.
    Mobile and Wireless Practice
Research Methodology
Mobile ft
M bil software research scope
                      h



                                                           Vertical Markets




                                                                                                                                                                  ions
                                                                                                                                            ps
                                                                                                                                  usiness App
                                                                                                                                                 Enterprise Extensi
                                                                                                                                                                         Mobile




                                                                                                               ecurity
                                                                                                                                                                         Software
                                         Handheld/ PDA




                                                                                                 DM)
                                                                                                                                                                         Solutions




                                                                                    Management (MD

                                                                                                                         Line of Bu
                                                                                                       Mobile Se
                                                                       Mob Device
                                           Smartphone

                                      Notebook / Convertible
Mobile Computer




                                                                         bile
   Form Factors
   F     F t                               Slate T bl t
                                           Sl t Tablet

                                         Vehicle Mounted

                                              UMPC



6 –  2010 VDC Research Group, Inc.
    Mobile and Wireless Practice
Global Mobile Device Forecast - 57M units by 2014
   Notebook, Rugged, and UMPC growth continue – S
   N t b k R      d    d          th    ti      Smartphones show strongest uptake
                                                    t h      h    t      t t k



                                                             • We project that the rugged device segment
                  Device Allocation:                           (including both small & large FF s) will
                                                                                              FF’s)
          Global Mobile Device Unit Shipments                  decline in terms of allocation, but remains as
                                                               a growth market with a 13.8% CAGR over the
   100%                                                        next 5 years
                                                             • Smartphone adoption in the enterprise
                                                                    p        p                 p
    80%                                                        continues to climb, and will reach nearly 33M
               48%                                             units by 2014
                              58%
                                                             • However, the fastest growing segment of
    60%                                  Smartphone            Smartphones used in the enterprise are
                                                               individual li bl
                                                               i di id l liable (IL) devices
                                                                                     d i
                                         Notebook
    40%
               35%                       Rugged                 Note: This data strictly represents mobile devices
                              27%                               that are deployed by enterprise organizations to
    20%
                                         Slate / Tablet         support enterprise mobility applications VDC
                                                                                             applications.
                                                                defines enterprise mobility applications as solutions
               14%            11%        Netbook                that support real time distributed transaction
                                                                processing.
     0%                                  *UMPC market < 1%
               2010          2014

Units: 27.7M                56.9M

   7 –  2010 VDC Research Group, Inc.
       Mobile and Wireless Practice
What’s Driving the Mobilization of Enterprise Apps?

                                      • Companies have made sizeable investments in
                                                                           p
                                          their IT infrastructure and enterprise
                                          applications – the desire to extract value from
                                          these investments is occurring and will continue
                                          to
                                      • Decreasing prices points, advances in mobile
                                          technologies,
                                          technologies and delivery platforms opens the
                                          door for many more enterprises to adopt or
                                          expand their usage of mobile enterprise
                                          applications
                                      •   Maturation in the mobility segment is giving
                                          specialists tremendous partnership
                                               i li t t       d        t    hi
                                          opportunities with ISVs and SIs – effective
                                          partnering can become a major differentiator
                                      •   Developer communities are flourishing – the job
                                          market is flush with mobile development
                                          positions
                                      •   Mobility platform vendors are offering powerful
                                          tools for rapid application development – across
                                          all most major mobile OS platforms
                                      •   Every worker IT supports is becoming more
                                          mobile

8 –  2010 VDC Research Group, Inc.
    Mobile and Wireless Practice
Important Criteria When Evaluating Mobile Apps
     Integration and Customization capabilities are t of mind when evaluating mobile apps
     I t    ti     d C t i ti          biliti       top f i d h       l ti      bil



           Most important selection criteria
                   p
         when evaluating mobile applications*:
                                                                    • Companies evaluating mobile technologies
                           Overall cost                       62%
                                                                      and applications are most concern with cost
                          User friendly                  49%          – this is no at all a surprise considering the
                                                                      current economic climate. Cost ranked 3rd    d
Integration w/ existing enterprise apps                 43%
                                                                      in our end-user study from 2009
                   Ability to customize                38%          • Running lean is a given for many companies
           Ability to scale functionality         28%                 in this economy – to succeed, vendors must
                                                                      be able to demonstrate how their mobile
     Pre/Post implementation support             25%
                                                                      solutions will lead to rapid ROI
                        Hosted options           21%                • These evaluation criteria vary widely by
                  Ability to scale users         21%                  industry and company size – larger
                                                                      companies are more concerned with hosting
             Partner recommendation         7%
                                                                      options and the ability to scale users
                                  Other     4%

                Vertical market design      3%


                                 *Multiple response question


     9 –  2010 VDC Research Group, Inc.
         Mobile and Wireless Practice
Tangible Benefits From Mobile Deployments:

                                     Considering your organizations most recent mobile
                                   deployment, what level of benefit has your organization
                                           achieved against the following areas?

                          Increased mobile worker productivity                           +31%

                          Improve real-time decision making                              +27%

                          Improved inventory accuracy                                    +27%

                          Improved customer loyalty and repeat business                  +25%

                          Reduced asset failures                                         +23%


End-user interview: large global chemical manufacturer:

One chemical manufacturer we interviewed implemented a $200K mobile solution that included rugged
handhelds supporting mobile applications to streamline operations management and improve decision
support capabilities and enhance the workflow associated with their operator rounds. Over a short time
frame they have expanded from a pilot at 1 facility to rolling out this solution to all 20 of their plants. The
company achieved hard dollar savings of $1.2M in the first year the solution was implemented.




   10 –  2010 VDC Research Group, Inc.
        Mobile and Wireless Practice
Today’s Agenda


Market overview: the state of enterprise application mobilization

“Playing in traffic” – How device expansion increases complexity

Forces Driving Enterprise Mobility

The rugged market segment is different

Conclusions: What lies ahead




11 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Fragmentation, and “Learning to Play in Traffic”
Pace of innovation, and d i proliferation creates challenges and opportunities
P     fi      ti      d device lif ti         t    h ll        d      t iti




12 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Challenges Facing Mobile SW Developers
    Specification changes and “
    S   ifi ti     h        d “scope creep” are a significant challenge f mobile SW developers
                                          ”        i ifi    t h ll      for bil     d   l



             Most challenging issues addressed
                         g g
             during the development lifecycle*:

Changes in specifications/Scope creep                   50%   • Software developers have to deal with a
                                                                variety of challenges during the
                                                                development lifecycle – issues with
             Incomplete specifications              39%
                                                                specifications seems to rise to the top

               Application complexity               38%
                                                              • Specifications changes almost also result in
                                                                delays and missed deadlines
          Lack of qualified developers            28%         • M
                                                                More powerful devices and form factors,
                                                                          f ld i        df     f t
                                                                along with OS and API enhancements are
                                                                also adding to the challenges mobile
      Lack of skilled testing personnel     11%
                                                                developers face as they are increasingly
                                                                being asked to development more complex
                                                                    g                 p                p
              Poor development tools        11%                 applications

               Lack of vendor support      5%


                                 Other     4%
*Multiple response question

    13 –  2010 VDC Research Group, Inc.
         Mobile and Wireless Practice
Challenges Facing Mobile SW Developers – Cont.
Developers challenged with updating apps t f
D   l       h ll    d ith d ti           to fragmented OS l d
                                                   t d    landscape



        Challenges with primary application
               g        p     y pp
                    channel*:

    Application updates are
                                                   39%
                                                         • Mobile device / OS fragmentation makes it
       difficult to push                                   challenging for developers to seamlessly
                                                           update their applications
Pricing options are inflexible               21%         • Issues associated with pricing options and
                                                           delays in the application acceptance /
 Submission process is too                                 submission process remain as challenges,
                                             21%
          long                                             but are secondary

     Review process seems
                                        18%
          unfair/biased


Certification is
C tifi ti i expensive or
                    i
                                       14%
            lengthy


           Revenue sharing        7%



 *Multiple response question

14 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Developers Not Just Reliant on App Store Model
     Developers must use a multi-channel approach t maximize th i profits
     D   l         t         lti h     l        h to   i i their     fit



            Main channels for SW developers
                                          p
               to sell their applications*:

                                                               • Developers are best served by adopting a
                          App store                      50%
                                                                 multi-channel approached to market and
                                                                 sell their applications
                                                                             pp
   Direct download via our own site                 41%
                                                               • Developers are using their own web site
                                                                 to drive downloads and to market their
Via customer who is commissioning                                applications
                                                   37%
          the application
                                                               • Enterprises adopting mobile applications
            Operator/Carrier portal           26%                will ultimately begin controlling application
                                                                 updates – this functionality will begin to be
                                                                 incorporated into mobility platforms as well
      3rd party aggregator or portal         24%
                                                                 as MDM vendors products

 On-device pre-loading via handset
                                            17%
          manufacturer


On-device pre-loading via operator     4%


*Multiple response question

     15 –  2010 VDC Research Group, Inc.
          Mobile and Wireless Practice
Today’s Agenda


Market overview: the state of enterprise application mobilization

“Playing in traffic” – How device expansion increases complexity

Forces Driving Enterprise Mobility

The rugged market segment is different

Conclusions: What lies ahead




16 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Forces Driving Enterprise Mobility




17 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Smartphone Application Support:
  Moving Beyond Wireless Email & PIMS

          Wireless Email                                            71%                                          13%         10%    6%

   Personalized contacts                                       64%                                    9%         10%          16%         1%

Content / employee portal                 34%                         10%               25%                            29%            2%

              SMS alerts                  33%                        6%          16%                            42%                   2%

                      IM              29%                       8%               19%                             44%

         Inventory mgmt               28%                      5%          16%                             48%                        3%

      Field service mgmt           24%                    6%              20%                              44%                       5%

        Sales force mgmt          22%                4%              21%                                47%                         6%

Customer interation mgmt         21%                 8%               19%                                  50%                        2%

          Logistics mgmt        18%             5%              20%                                    53%                           4%

                             Fully deployed      Rolling out or partial deployment     Evaluating or piloting    No plans    Don t
                                                                                                                             Don't know




   18 –  2010 VDC Research Group, Inc.
        Mobile & Wireless Practice
“Easy as Facebook” “Sesame Street Simple”
KISS is a very relevant acronym when it come to mobile applications ...
     i           l    t          h           t    bil     li ti




                           Functional Role                                      Functionality

                                                                 • Must be intuitive and stress ease of use
            • Function role expansion – apps for roles
                                                                 • Must improve/streamline workflow
            • Increasingly distributed, decentralized, and
              mobile staffs                                      • Backend/ integration/ customization
                                                                   capability
                                                                       bilit




                                              Security + Manageability
            • Must demonstrate ability to reduce corporate liability and risk
            • Provide strong MDM capabilities – best accomplished by partnering
            • Must have robust mgmt capability, offer both BTF and web based solutions moving forward



                                                             Usability
                             • Must be designed for varying conditions
                             • Must be able to accommodate fragmented devices / OS minefield




19 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Today’s Agenda


Market overview: the state of enterprise application mobilization

“Playing in traffic” – How device expansion increases complexity

Forces Driving Enterprise Mobility

The rugged market segment is different

Conclusions: What lies ahead




20 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Why the Windows is Still Very Relevant ...


• Microsoft’s OS is dominant in the rugged handheld space, with a sizeable
                                      gg             p
   installed base on several platforms such as embedded CE, and various Window
   Mobile software releases (80%+ market share).
      Microsoft recent Windows Embedded Handheld release, and its continued support and cooperation with
         dominant OEMs in the rugged space such as Motorola, Intermec, and Honeywell shows that the company
         acknowledges that the rugged space is evolving and that it has no intentions of exiting
      An updated Windows Embedded Handheld platform will be released in the second half of calendar year 2011.
      This expanded platform will build on Windows Mobile 6.5’s manageability and security features by
         incorporating additional technologies from Windows Embedded Compact 7, including updated kernel and
         memory models browser and input methods such as multitouch
                  models, browser,            methods,        multitouch.
      Additionally, the platform will feature the Silverlight for Windows Embedded user interface framework to help
         OEMs, developers and designers implement immersive user interfaces on enterprise handheld devices.
      Microsoft will also include a migration path for existing applications to a new application platform based on
         Microsoft Silverlight and Microsoft XNA with Visual Studio 2010.
      The majority of rugged mobile applications have been developed with Microsoft tools – the challenge for
         Microsoft now will be to keep developers interested in continuing to develop applications suitable for the
         rugged mobile market.
      The challenge for OEMs will be bringing solutions to the market that leverage the latest OS innovations while
         maintaining consistency with its (conservative) clients
                                                         clients.



21 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Mobile Applications Deployment Trends:
Enterprise wireless E M il remains the most widely d l
E t    i    i l     E-Mail     i th       t id l deployed – service lif
                                                        d       i lifecycle management apps gaining
                                                                         l           t        i i


 Currently deployed mobile applications (rank order):

                              Currently Deployed Mobile Applications (rank order)
              Manufacturing                              Government                   Life Sciences /Health Care

 Wireless Email                         Wireless Email                       Wireless Email

 Inventory/Warehouse Management         Command & Control / Communications   Charts

 Field Sales (Sales Force Automation)   Workforce Management                 E-prescribing

 Shipping & Receiving                   Maintenance / Repair / Diagnostics   Remote Physician Information Access

 Asset Management                       Asset Management                     Charge Capture




22 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Today’s Agenda


Market overview: the state of enterprise application mobilization

“Playing in traffic” – How device expansion increases complexity

Forces Driving Enterprise Mobility

The rugged market segment is different

Conclusions: What lies ahead




23 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Conclusions

  A recent Report from PricewaterhouseCoopers LLP (PwC) and the National
  Venture Capital Association (NVCA) showed that the software industry had the
  most venture funding deals completed in Q2 with 229 rounds (amounting to $1B),
  representing a jump of 43% from Q1.
  In terms of dollars invested, the software sector was in third place, trailing only
  biotechnology and energy market segments.
  bi t h l          d             k t         t




24 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Conclusions – Where do we go from here?

Today:
  •   Every worker supported by IT is becoming more mobile
          y          pp       y               g
  •   Securing employee-owned devices is imperative for mobile application expansion in the enterprise
  •   The rugged market is evolving with new devices continue to emerge
  •   Everyone is “wooing” mobile application developers
Next 12-18 Months:
  • Portions of traditional enterprise applications will continue to be mobilized
  • MicroApplications will makes gains in the enterprise
  • Tablet segment gains traction in the enterprise with screen real-estate advantage
  • Platform-independent application development tools continue become more viable and give i t
    Pl tf    i d       d t      li ti d      l       tt l       ti    b           i bl   d i internal
                                                                                                    l
    in-house development more flexibility while “platform battles” continue
  • B2C enablers will flourish as the mobile web continues to gain in importance as a channel
Long Term View:
  •   Device proliferation creates need for better synch. capability for multiple mobile devices
  •   More M&A activity from enterprise ISVs
  •   Channel conflict increases challenging OEMs , ISV, and carriers
  •   HTML 5?!



25 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice
Q&A Session


                       Thank You for Attending this VDC Webcast.
                                             g
                       For more information about the
                       Mobile and Wireless Practice,
                       Please Contact:


Gerrald Smith – Senior Account Executive
gsmith@vdcresearch.com | 508.653.9000 x113

David Krebs – Practice Director
davidk@vdcresearch.com | 508.653.9000 x136

Eric Klein – Senior Analyst
eklein@vdcresearch.com | 508.653.9000 x141




26 –  2010 VDC Research Group, Inc.
     Mobile and Wireless Practice

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Proliferation of Mobile Devices = Opportunity for Apps & Developers

  • 1. VDC Research Webcast Proliferation of Mobile Devices = Opportunity for Apps & Developers pp y pp p Mobile and Wireless Practice Eric Klein – Senior Analyst David Krebs – Director
  • 2. Recording Available These slides are from a webcast presented on 08/04/10. p A full audio recording is available for download at: www.vdcresearch.com/market_research/mobile_wireless/freeresearch.aspx# 1 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 3. VDC Research Group Additional complimentary insights and marketing data on the mobile and wireless market available at: www.vdcresearch.com 2 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 4. Today’s Mobile and Wireless Practice Speakers: Eric Klein – Senior Analyst Eric is a market research and consulting professional specializing in the design, analysis, and delivery of project-based research. Over the past 15 years, Eric has worked with a wide array of firms across a number of industries, leading quantitative and qualitative research in areas such as innovation in enterprise software, supply chain risk management, manufacturing operations/automation, and IT spending research. Eric has worked in a variety of market research and management roles, providing market data and competitive intelligence to Fortune 500 firms. His previous employers include: AMR Research, The Yankee Group, and Affiliated Computer Services (ACS). Eric holds a Bachelor of Science in Finance from Boston University. David Krebs – Director David has more than ten years experience covering the markets for enterprise and government mobility solutions, wireless data communication technologies and automatic data-capture research and consulting. David focuses on identifying the key drivers and enablers in the adoption of mobile and wireless solutions among mobile workers in the extended enterprise. David’s consulting and strategic advisory experience is far reaching and includes technology and market opportunity assessments, technology penetration and adoption enablers, partner profiling and development, new product t it t t h l t ti d d ti bl t fili dd l t d t development and M&A due diligence support. David has extensive primary market research management and execution experience to support market sizing and forecasting, total cost of ownership (TCO), comparative product performance evaluation, competitive benchmarking and end user requirements analysis. David is a graduate of Boston University (BSBA). 3 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 5. Today’s Agenda Market overview: the state of enterprise application mobilization “Playing in traffic” – How device expansion increases complexity Forces Driving Enterprise Mobility The rugged market segment is different Conclusions: What lies ahead 4 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 6. Research Methodology • The following programs constituted the core of Target Communities Sample Size our primary data collection efforts. i d t ll ti ff t • Structured interviews were conducted with Presidents, VPs of Marketing, Mobile Solution Providers and Software Vendors >30 Business Development Managers and Senior Product Managers at the following organizations:  Mobile Computer Hardware Suppliers Mobile Software Developers 175  Mobile Software Vendors  Enterprise Software Vendors  Mobile System Integrators Enterprise Mobility End Users and Evaluators >550 • Web survey fielded among mobile software developers. • Web survey fielded among enterprise mobility end users and evaluators across a variety of sectors. 5 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 7. Research Methodology Mobile ft M bil software research scope h Vertical Markets ions ps usiness App Enterprise Extensi Mobile ecurity Software Handheld/ PDA DM) Solutions Management (MD Line of Bu Mobile Se Mob Device Smartphone Notebook / Convertible Mobile Computer bile Form Factors F F t Slate T bl t Sl t Tablet Vehicle Mounted UMPC 6 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 8. Global Mobile Device Forecast - 57M units by 2014 Notebook, Rugged, and UMPC growth continue – S N t b k R d d th ti Smartphones show strongest uptake t h h t t t k • We project that the rugged device segment Device Allocation: (including both small & large FF s) will FF’s) Global Mobile Device Unit Shipments decline in terms of allocation, but remains as a growth market with a 13.8% CAGR over the 100% next 5 years • Smartphone adoption in the enterprise p p p 80% continues to climb, and will reach nearly 33M 48% units by 2014 58% • However, the fastest growing segment of 60% Smartphone Smartphones used in the enterprise are individual li bl i di id l liable (IL) devices d i Notebook 40% 35% Rugged Note: This data strictly represents mobile devices 27% that are deployed by enterprise organizations to 20% Slate / Tablet support enterprise mobility applications VDC applications. defines enterprise mobility applications as solutions 14% 11% Netbook that support real time distributed transaction processing. 0% *UMPC market < 1% 2010 2014 Units: 27.7M 56.9M 7 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 9. What’s Driving the Mobilization of Enterprise Apps? • Companies have made sizeable investments in p their IT infrastructure and enterprise applications – the desire to extract value from these investments is occurring and will continue to • Decreasing prices points, advances in mobile technologies, technologies and delivery platforms opens the door for many more enterprises to adopt or expand their usage of mobile enterprise applications • Maturation in the mobility segment is giving specialists tremendous partnership i li t t d t hi opportunities with ISVs and SIs – effective partnering can become a major differentiator • Developer communities are flourishing – the job market is flush with mobile development positions • Mobility platform vendors are offering powerful tools for rapid application development – across all most major mobile OS platforms • Every worker IT supports is becoming more mobile 8 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 10. Important Criteria When Evaluating Mobile Apps Integration and Customization capabilities are t of mind when evaluating mobile apps I t ti d C t i ti biliti top f i d h l ti bil Most important selection criteria p when evaluating mobile applications*: • Companies evaluating mobile technologies Overall cost 62% and applications are most concern with cost User friendly 49% – this is no at all a surprise considering the current economic climate. Cost ranked 3rd d Integration w/ existing enterprise apps 43% in our end-user study from 2009 Ability to customize 38% • Running lean is a given for many companies Ability to scale functionality 28% in this economy – to succeed, vendors must be able to demonstrate how their mobile Pre/Post implementation support 25% solutions will lead to rapid ROI Hosted options 21% • These evaluation criteria vary widely by Ability to scale users 21% industry and company size – larger companies are more concerned with hosting Partner recommendation 7% options and the ability to scale users Other 4% Vertical market design 3% *Multiple response question 9 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 11. Tangible Benefits From Mobile Deployments: Considering your organizations most recent mobile deployment, what level of benefit has your organization achieved against the following areas? Increased mobile worker productivity +31% Improve real-time decision making +27% Improved inventory accuracy +27% Improved customer loyalty and repeat business +25% Reduced asset failures +23% End-user interview: large global chemical manufacturer: One chemical manufacturer we interviewed implemented a $200K mobile solution that included rugged handhelds supporting mobile applications to streamline operations management and improve decision support capabilities and enhance the workflow associated with their operator rounds. Over a short time frame they have expanded from a pilot at 1 facility to rolling out this solution to all 20 of their plants. The company achieved hard dollar savings of $1.2M in the first year the solution was implemented. 10 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 12. Today’s Agenda Market overview: the state of enterprise application mobilization “Playing in traffic” – How device expansion increases complexity Forces Driving Enterprise Mobility The rugged market segment is different Conclusions: What lies ahead 11 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 13. Fragmentation, and “Learning to Play in Traffic” Pace of innovation, and d i proliferation creates challenges and opportunities P fi ti d device lif ti t h ll d t iti 12 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 14. Challenges Facing Mobile SW Developers Specification changes and “ S ifi ti h d “scope creep” are a significant challenge f mobile SW developers ” i ifi t h ll for bil d l Most challenging issues addressed g g during the development lifecycle*: Changes in specifications/Scope creep 50% • Software developers have to deal with a variety of challenges during the development lifecycle – issues with Incomplete specifications 39% specifications seems to rise to the top Application complexity 38% • Specifications changes almost also result in delays and missed deadlines Lack of qualified developers 28% • M More powerful devices and form factors, f ld i df f t along with OS and API enhancements are also adding to the challenges mobile Lack of skilled testing personnel 11% developers face as they are increasingly being asked to development more complex g p p Poor development tools 11% applications Lack of vendor support 5% Other 4% *Multiple response question 13 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 15. Challenges Facing Mobile SW Developers – Cont. Developers challenged with updating apps t f D l h ll d ith d ti to fragmented OS l d t d landscape Challenges with primary application g p y pp channel*: Application updates are 39% • Mobile device / OS fragmentation makes it difficult to push challenging for developers to seamlessly update their applications Pricing options are inflexible 21% • Issues associated with pricing options and delays in the application acceptance / Submission process is too submission process remain as challenges, 21% long but are secondary Review process seems 18% unfair/biased Certification is C tifi ti i expensive or i 14% lengthy Revenue sharing 7% *Multiple response question 14 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 16. Developers Not Just Reliant on App Store Model Developers must use a multi-channel approach t maximize th i profits D l t lti h l h to i i their fit Main channels for SW developers p to sell their applications*: • Developers are best served by adopting a App store 50% multi-channel approached to market and sell their applications pp Direct download via our own site 41% • Developers are using their own web site to drive downloads and to market their Via customer who is commissioning applications 37% the application • Enterprises adopting mobile applications Operator/Carrier portal 26% will ultimately begin controlling application updates – this functionality will begin to be incorporated into mobility platforms as well 3rd party aggregator or portal 24% as MDM vendors products On-device pre-loading via handset 17% manufacturer On-device pre-loading via operator 4% *Multiple response question 15 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 17. Today’s Agenda Market overview: the state of enterprise application mobilization “Playing in traffic” – How device expansion increases complexity Forces Driving Enterprise Mobility The rugged market segment is different Conclusions: What lies ahead 16 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 18. Forces Driving Enterprise Mobility 17 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 19. Smartphone Application Support: Moving Beyond Wireless Email & PIMS Wireless Email 71% 13% 10% 6% Personalized contacts 64% 9% 10% 16% 1% Content / employee portal 34% 10% 25% 29% 2% SMS alerts 33% 6% 16% 42% 2% IM 29% 8% 19% 44% Inventory mgmt 28% 5% 16% 48% 3% Field service mgmt 24% 6% 20% 44% 5% Sales force mgmt 22% 4% 21% 47% 6% Customer interation mgmt 21% 8% 19% 50% 2% Logistics mgmt 18% 5% 20% 53% 4% Fully deployed Rolling out or partial deployment Evaluating or piloting No plans Don t Don't know 18 –  2010 VDC Research Group, Inc. Mobile & Wireless Practice
  • 20. “Easy as Facebook” “Sesame Street Simple” KISS is a very relevant acronym when it come to mobile applications ... i l t h t bil li ti Functional Role Functionality • Must be intuitive and stress ease of use • Function role expansion – apps for roles • Must improve/streamline workflow • Increasingly distributed, decentralized, and mobile staffs • Backend/ integration/ customization capability bilit Security + Manageability • Must demonstrate ability to reduce corporate liability and risk • Provide strong MDM capabilities – best accomplished by partnering • Must have robust mgmt capability, offer both BTF and web based solutions moving forward Usability • Must be designed for varying conditions • Must be able to accommodate fragmented devices / OS minefield 19 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 21. Today’s Agenda Market overview: the state of enterprise application mobilization “Playing in traffic” – How device expansion increases complexity Forces Driving Enterprise Mobility The rugged market segment is different Conclusions: What lies ahead 20 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 22. Why the Windows is Still Very Relevant ... • Microsoft’s OS is dominant in the rugged handheld space, with a sizeable gg p installed base on several platforms such as embedded CE, and various Window Mobile software releases (80%+ market share).  Microsoft recent Windows Embedded Handheld release, and its continued support and cooperation with dominant OEMs in the rugged space such as Motorola, Intermec, and Honeywell shows that the company acknowledges that the rugged space is evolving and that it has no intentions of exiting  An updated Windows Embedded Handheld platform will be released in the second half of calendar year 2011.  This expanded platform will build on Windows Mobile 6.5’s manageability and security features by incorporating additional technologies from Windows Embedded Compact 7, including updated kernel and memory models browser and input methods such as multitouch models, browser, methods, multitouch.  Additionally, the platform will feature the Silverlight for Windows Embedded user interface framework to help OEMs, developers and designers implement immersive user interfaces on enterprise handheld devices.  Microsoft will also include a migration path for existing applications to a new application platform based on Microsoft Silverlight and Microsoft XNA with Visual Studio 2010.  The majority of rugged mobile applications have been developed with Microsoft tools – the challenge for Microsoft now will be to keep developers interested in continuing to develop applications suitable for the rugged mobile market.  The challenge for OEMs will be bringing solutions to the market that leverage the latest OS innovations while maintaining consistency with its (conservative) clients clients. 21 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 23. Mobile Applications Deployment Trends: Enterprise wireless E M il remains the most widely d l E t i i l E-Mail i th t id l deployed – service lif d i lifecycle management apps gaining l t i i Currently deployed mobile applications (rank order): Currently Deployed Mobile Applications (rank order) Manufacturing Government Life Sciences /Health Care Wireless Email Wireless Email Wireless Email Inventory/Warehouse Management Command & Control / Communications Charts Field Sales (Sales Force Automation) Workforce Management E-prescribing Shipping & Receiving Maintenance / Repair / Diagnostics Remote Physician Information Access Asset Management Asset Management Charge Capture 22 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 24. Today’s Agenda Market overview: the state of enterprise application mobilization “Playing in traffic” – How device expansion increases complexity Forces Driving Enterprise Mobility The rugged market segment is different Conclusions: What lies ahead 23 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 25. Conclusions A recent Report from PricewaterhouseCoopers LLP (PwC) and the National Venture Capital Association (NVCA) showed that the software industry had the most venture funding deals completed in Q2 with 229 rounds (amounting to $1B), representing a jump of 43% from Q1. In terms of dollars invested, the software sector was in third place, trailing only biotechnology and energy market segments. bi t h l d k t t 24 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 26. Conclusions – Where do we go from here? Today: • Every worker supported by IT is becoming more mobile y pp y g • Securing employee-owned devices is imperative for mobile application expansion in the enterprise • The rugged market is evolving with new devices continue to emerge • Everyone is “wooing” mobile application developers Next 12-18 Months: • Portions of traditional enterprise applications will continue to be mobilized • MicroApplications will makes gains in the enterprise • Tablet segment gains traction in the enterprise with screen real-estate advantage • Platform-independent application development tools continue become more viable and give i t Pl tf i d d t li ti d l tt l ti b i bl d i internal l in-house development more flexibility while “platform battles” continue • B2C enablers will flourish as the mobile web continues to gain in importance as a channel Long Term View: • Device proliferation creates need for better synch. capability for multiple mobile devices • More M&A activity from enterprise ISVs • Channel conflict increases challenging OEMs , ISV, and carriers • HTML 5?! 25 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice
  • 27. Q&A Session Thank You for Attending this VDC Webcast. g For more information about the Mobile and Wireless Practice, Please Contact: Gerrald Smith – Senior Account Executive gsmith@vdcresearch.com | 508.653.9000 x113 David Krebs – Practice Director davidk@vdcresearch.com | 508.653.9000 x136 Eric Klein – Senior Analyst eklein@vdcresearch.com | 508.653.9000 x141 26 –  2010 VDC Research Group, Inc. Mobile and Wireless Practice