9 reasons why every business needs a mobile strategist

9 Reasons Why Every Enterprise Needs a Mobile Strategist

© Copyright 2013 Antenna Software, Inc. All rights reserved.

Presented by: • Jim Somers, Chief Marketing & Strategy Officer• Kevin Benedict, Head Analyst & Mobile Strategist

January 16, 2013

Confidential. Do not distribute.

WELCOME & INTRODUCTIONS

• Welcome

• Market Situation

• Rise of the Mobile Strategist

• Top Tips for Mobile Strategists

• Q&A

Your Hosts: Our Agenda:

2 © Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.

Jim SomersChief Marketing &Strategy OfficerAntenna Software

Kevin BenedictHead AnalystCognizant Technology Solutions

“Organizations can develop a separate mobile strategy for temporary use, but mobility ultimately must be embedded in broader strategies, work processes and policies – just as Web technologies are today.”Source: 2012 Strategic Roadmap for Mobility, Gartner


THINKING MORE STRATEGICALLY

NEW WAVE OF TECH DISRUPTION


WHO OWNS THE MOBILE STRATEGY?

… is it the Business Units or IT?

BU- Grow the business- Drive worker productivity- Maintain happy customers- Build brand awareness

CIOThrough technology: - Improve process efficiency- Drive business transformation - Unlock business value


WHO OWNS THE MOBILE STRATEGY?

… a new role is emerging in the enterprise?

“Antenna's research found that nearly 30% of companies surveyed currently have a mobile strategist, chief mobile officer, or head of mobile that is devoted specifically to mobile strategy and execution across departments.”


7 © Copyright 2013 Antenna Software, Inc. All rights reserved.

WHY DO WE NEED A MOBILE STRATEGIST?


1. Business moves at breakneck speed2. BYOD is the new mobile reality3. Multiple mobile initiatives need coordination4. Objectivity is vital for the mobile organization5. Mobile is no longer “one and done”6. The need for speed in mobile deployment7. Poor mobile design is the silent killer8. Mobile app adoption is a major concern9. App discoverability is the new mobile challenge

➜ 9 Reasons Why Every Enterprise Needs a Mobile Strategist


WHY DO WE NEED A MOBILE STRATEGIST?


➜ 9 Reasons Why Every Enterprise Needs a Mobile Strategist

/3

- SPEED

- FLEXIBILITY

- CONTROL

WHAT WE DO

AMPchroma helps you build, run, and manage all your mobile applications and content.

➦ Enabling you to get to market faster, have more flexibility, and better manage risk in this ever-changing mobile world.


ENTERPRISE-GRADE APPS


MARKET TRENDS & DYNAMICS

© Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.

IT’S A PERFECT STORM

Mobile Social

Cloud Information© Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.

26% of US consumers access social networks on mobile today.

Mobile apps are a $6.0 billion market today, growing to $55.7 billion by 2015.

By 2014, 38% expect half their software applications will be in the cloud.

*Yankee Group

* eMarketer*KPCB May 2012 Report

12

Through 2015, 85% of enterprises will fail to adapt their information infrastructure to "big data.”

*Gartner

NEXUS OF FORCES


The “Nexus of Forces”


MOBILITY GOES PRIMETIME

14

Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12


“61% plan to enhance their mobility capability during the

next 3 years.”

WHY DO WE NEED A MOBILE STRATEGY?


THE ROLE OF THE MOBILE STRATEGIST


CORE RESPONSIBILITIES

• Building strong relationships between IT teams and related business unit teams.

• Identifying areas to leverage company’s mobile app framework across the enterprise to ensure governance and reusability.

• Building the business case and determines the common mobile application architectural framework.

• Deciding what to build versus buy. If we buy, understand who does what in this complex mobile ecosystem.

• It wouldn’t hurt if this individual had a strong understanding of application infrastructure and backend middleware technologies like SOA, REST, JSON ,and HTML5.

© Copyright 2013 Antenna Software, Inc. All rights reserved.Confidential. Do not distribute.17

WHERE TO START

… what questions should they be asking?


How do these decisions affect speed, flexibility & control?

1. How will I design and build the application?

2. How will I deploy and run the application?

3. How will I control and manage the application?

MOBILITY IS NOT “ONE & DONE”

App“Almost all the CIOs said they expect to deploy more than 25 mobility apps in next 2 years.”*

(n)

Source: McKinsey & Company, Sept. 2012

App 1

XHow to build the app?

How to deploy the app?

How to run the app?

How to manage the app?

How to secure the app?

?


YOU NEED FLEXIBILITY & CHOICE

Native“Mixed Mode”

Device APIs

Native Code

Web Code

Web

Mobile Browser

Web App


Hybrid

Device APIs

Web App

Native Container

ManagedHybrid

Native Container

Device APIs

Web App

Web App

Web App

Native Code

Device APIs

Native

IT’S NOT JUST MANAGING DEVICES

MAM

MDM

MAD

BYOD

74% of companies allow some sort of BYOD usage.*

*Enterasys

BuildFast

Open

Flexible

Manage

Secure

Controlled

CompliantEMM!


IT’S ALL NEW


New ways of sellingnew business models

new ways of managingnew ways of collaborating

new ways of making decisionsnew ways of engaging customers

new ways of working with productsnew marketing and growth strategies


STRATEGIC MOBILITY PLATFORM


XML JSON REST DBs

B2C B2B B2C

Web Native Hybrid Mix

DIY MEAP Agency

iOS Android MSFT BB

Phone Tablet Multi

BUILD| KEY DECISIONS

WHO AM I BUILDING THE APP FOR?• Employees, partners, customers,

consumers?WHAT O/S WILL IT RUN ON?

• iPhone, iPad, Android, Windows, Blackberry?WHAT TYPE OF DEVICES WILL BE USED?

• BYOD, company issued, multi-channel?

WHO IS GOING TO DEVELOP THE APP?

• Internal resources, agency, SI, MEAP vendor?WHERE IS THE DATA FOR THE APP?

• In the cloud, web services, backend databases?

WHAT CLIENT TYPE WILL YOU USE?• Native, Mobile Web, Hybrid, Mixed-Mode,

etc.?


GPS Contacts Calendar Mail

SSL SSO LDAP

Web XML RDBMS API

CRM ERPOrderEntry

BaaS PaaS EMM MW

SysTrust PCI SAS-70

HOW TO ENSURE ENTERPRISE SECURITY?

• Authentication, authorization, access controlWHAT ABOUT SCALABILITY,

PERFORMANCE?• # users, usage patterns, transaction volumeHOW WILL WE HANDLE COMPLIANCE?

• Industry standards, gov’t regulations, governance

HOW TO ACCESS ENTERPRISE SYSTEMS?

• B2E, B2B, productivity, customer supportHOW TO PROTECT USER PRIVACY?

• Cross-app access, location, usage monitoring

CAN USERS ACCESS EXTERNAL DATA?• Web services, databases, feeds, APIs

RUN | KEY DECISIONS


App User Role Device

B2E B2B B2C

Update Lock Synch MAM

Phone Tablet MDM

iTunes Play WP Mkt BB

Perf Frequency

Duration

WHO NEEDS ACCESS TO OUR APPS?• Employees, partners, customers,

consumers?WHERE WILL WE PUBLISH OUR APPS?

• Public app store, private app store, web, email?HOW TO MONITOR USAGE?• Device, web server, enterprise access

points?

WHAT ABOUT THE DEVICES?• BYOD, company supplied, controlled?

CONTROLLED ACCESS TO APP & DATA?• User, role, device, app, permissions?

CAN WE MANAGE APPS REMOTELY?• Updates, upgrades, remote wipe?

MANAGE | KEY DECISIONS


Enterprise Integration Proven Standardized Unified integration

point Pre-built adapters

Scalability &Performance Millions of daily

transactions Message monitoring Certified, multi-

tenant Cloud or on-premise

MobileOptimization Network sensing App tuning Latency avoidance Detect most efficient

path OTA install, updates

Centralized Management Devices, data Apps, users Content Performance Usage

Carrier GradeSecurity Built in, automated Enterprise caliber Certified (FIPS, PCI) Configurable per app

Future Proof Write once Any tool, any IDE Every device Native device

features Easy maintenance

MUST-HAVES FOR THE MOBILE ENTERPRISE


TIPS FOR THE MOBILE STRATEGIST




Tip

• If you think you’re just building an app, you’re likely constraining your thinking to just the device

Explanation

• Think Outside the App

• Try not to boil the

ocean



Tip

• Focus on one thing and do it well• Transformation can happen in the dark,

hidden recesses of your business

Explanation



ocean• Don’t sweat the ROI



Tip Explanation




• This is all new!

• Remember the softer side of ROI• Non-measurable impacts are

frequently enough reason to forgo the ROI

• Remember compliance, competition, etc.



Tip Explanation






• Traditional KPIs and measurements don’t apply

• We’re blazing new ROI trails!



Tip Explanation





• This is all new! • There is a gold rush mentality in mobility today

• There is a glut of suppliers who all sound alike

• Be wary of the “low-ballers” to avoid second surgery

• Avoid cheap &

cheerful• This is all new!

PARTING THOUGHTS


• There’s an endless number of continuously changing mobile & M2M devices

• Demand for real-time visibility, accountability, compliance, and KPI monitoring

• Demand for mobile connectivity to multiple back-end systems

• Demand for real-time business intelligence, and decision support

• Demand for location, business and context-aware solutions

• Real-time collaboration and enterprise social networking on mobile devices

• Must re-engineer business processes to support real-time interactions

• Demand for unified data

• Demand for networked field operations

• Trend toward mobile first

KEY TAKEAWAYS FROM A STRATEGIST


IN SUMMARY


Mobility has the potential to transform your business and take it to new heights of productivity and business growth.

But …

WANT TO GET STARTED?

• Call or email us to learn about our Mobile Enterprise Strategy Workshop and how it can help you.

© Copyright 2013 Antenna Software, Inc. All rights reserved.

Contact us @ +201.239.7980 or [email protected]

• Visit us at www.antennasoftware.com for a free copy of the Mobile Strategist eBook or Gartner MQ for MADP.

Confidential. Do not distribute.37

http://www.antennasoftware.com/

MARKET LEADER

Gartner Magic Quadrant for Mobile Application Development Platform


QUESTIONS?


THANK YOU


• Jim Somers Twitter: @JimatAntenna• Kevin Benedict Twitter: @krbenedict