enterprise wireless innovation snyder-4 gwe-feb11-prezo
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February 2011
Scott A. Snyder, PhDPresident, Breakthru Advisors
Senior Fellow, The Wharton School
©Scott A. Snyder 2011
[email protected](610) 256-0662
The 5th Wave Emerging Trends The Big Flip Enterprise Challenges Assessing your WiQ Innovating to Win
©Scott A. Snyder 2011
Like many emerging technologies, wireless looked unattractive and uneconomical at the outset until consumers understood the true value of mobility.
©Scott A. Snyder 2011
©Scott A. Snyder 2011
©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
©Scott A. Snyder 2011
Create Your Own Social Network for Anything
Ning
Other Networks(GSM, PSTN, ISDN, etc.)
IP NetworkMobile Switching
Center
Cellular User
CellularBase Station
Subscriber Directory
Mesh WirelessBase Stations
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
©Scott A. Snyder 2011
“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
©Scott A. Snyder 2011
Dimension 4th Wave – Internet 5th 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
“Once again, we’ve been eclipsed by the consumer.”
- Mark Benioff, CEO Salesforce
©Scott A. Snyder 2011
©Scott A. Snyder 2011
©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
>$1B spent via mobile devices in last 12 months
6X increase in mobile transactions in 2009$25M to $141M
Mobile users doubling every year30M in 2010
$1.5B through mobile channel in 2010
©Scott A. Snyder 2011
©Scott A. Snyder 2011
Retail/Financial
Security/Defense
Transportation
SmartHome
BioSensorsBiometrics
PortableHealth Records
Remote Diagnostics
HealthMonitoring
Location-basedAdvertising
PervasiveRetail
Remote HealthcarePersonal DiagnosticsRemote monitoringPatient Compliance
Energy/Environment
Demand ManagementGrid MonitoringMeteringBuilding ControlGeneration Monitoring
Wireless
eWallet
FitnessMonitoring
PervasiveEntertainment
Nav/TrafficManagement
Surveillance
SensorNets
DistributedGaming
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
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?
Only 4% of Marketing Executives and 7% of IT Executives “prepared to answer them”
– Forrester, Oct 2010
©Scott A. Snyder 2011
©Scott A. Snyder 2011
©Scott A. Snyder 2011
Most businesses need to improve their capacity for wireless innovation`
WirelessInnovators
WirelessLaggards
• 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
©Scott A. Snyder 2011
Segment
Motivation
Spending
% of Population
Digital Media Use
Device Ownership
Mobility Needs
OutletJockeys
Mobility
$$$$
15%
Digital Shut-ins
Media
$$$
19%
Technophytes
Status
$$
22%
Analogs
Lifestyle
$
49%
ActualizedAnywheres
Connectivity
$$$$$
5%
Reference: Yankee Group 2010
Mobile Cloud Ecosystem (4G Wireless, Developers,
Partners, R&D)
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
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 protected] ◦ Phone: 610-256-0662
©Scott A. Snyder 2011