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Four business scenarios that mobilize the enterpriseMobile as a catalyst for digital transformation initiatives

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Executive summary

Mobile is one of the most disruptive trends impacting almost all people, process and technologies for organizations. It has had significant impact on society and business since the advent of the Internet. Mobile forces business to rethink how to engage with, serve, and retain and increase revenue from existing customers, while finding ways to identify, target, reach out to and win new clients. All of these elements which impacts business processes in significant ways. Mobile is, can and will remain a major catalyst for unprecedented digital transformation initiatives.

This paper provides an overview of key enterprise mobility scenarios that can potentially enhance and grow the business performance of enterprise organizations. Enterprise mobility is the ability to perform business activities from almost any location, on any device, and at any time. Enterprise mobility as part of a broader digital transformation can deliver significant bottom-line effects.

The number of enterprises that will employ mobile as part of a digital transformation will increase from seven percent to 25 percent in 2015 according to Forrester Research1. For many organizations, enterprise mobility is a unique opportunity limited only by imagination to what is possible.

Key scenarios can unleash business value and help a company become a mobile leader are: improving organizational business performance by mobilizing employees, streamlining operations by using mobile field service, selling faster by using mobile sales force automation, and providing a virtually seamless customer experience across channels (web, mobile, and store), geo-locate and serve customers in context of their location, micro-targeting customers groups for multiple parallel test offers, greater insights into customer consumption and buying patterns, more convenient interactions with customers, ability to respond faster to and even prevent negative social posts, and much more.

1 Predictions 2015: Most Brands Will Underinvest In Mobile, Forrester Research

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Table of contents

Mobile leaders will break away in 2015 ........................................................................................ 1

Potential business benefits realized through enterprise mobility.......................................... 3

Key business and technology shifts .............................................................................................. 5

Global business shifts that are changing industries ........................................................... 5

Technology shifts that are fueling the mobile enterprise ................................................. 6

Four effective enterprise mobility scenarios ............................................................................... 7

Improve organizational business performance by mobilizing employees .................. 7

Streamline operations by using mobile field service ......................................................... 8

Sell faster and smarter by using mobile sales force automation ................................... 9

Virtually seamless customer experiences across channels .............................................10

The road to successfully becoming a mobile enterprise ....................................................... 11

References and customer examples ...........................................................................................12

Authors and acknowledgments ...................................................................................................13

Figures

Figure 1: Contextual experiences across devices and apps in the enterprise ............. 2

Figure 2: enterprise mobility scenarios ................................................................................ 11

Tables

Table 1: Industry-changing global business shifts .............................................................. 5

Table 2: mobile enterprise–fueling technology shifts ........................................................ 6

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Of smartphone users:

62% expect a mobile-friendly website.

42% expect to find a mobile app.

23% expect their experience to change based on location.“Mobile moments transform customer experience” Forrester Research

Mobile leaders will break away in 2015

Enterprise mobility opens the door to opportunities to grow your business and/or reduce costs in unprecedented ways. Mobile reached a tipping point in 2014 when it solidified its position as one of the most disruptive business technology enablers in decades. Not since the advent of the Internet has technology forced businesses to rethink completely how they win, serve, and retain customers. An estimated 42 percent of the total global population will own a smartphone by the end of 2015, presenting a massive addressable market. Also in 2015, according to Forrester Research2, the gap will increase between marketing leaders and e-business professionals who will reengineer their business to deliver valuable mobile moments and the majority of marketing executives who will continue to take a myopic approach by considering mobile as just another digital channel. For organizations, mobile will alter the business agenda and will force organizations to reengineer organizations and processes for mobile.

Enterprise mobility: performing business activities from almost any location on any device at any time2

On a personal level, mobile technology has a profound effect on people’s lives. It removes traditional barriers of time, location, and access to knowledge and provides quicker action in a contextually relevant way. Consumers are undergoing a shift3 in the level of convenience they expect in their everyday activities. They expect a highly personal and relevant contextual experience, and they want this to extend to their work environment. For example, in the context of a sales conversation, the ability to have a 360-degree view of a customer portfolio supported by relevant insights from relevant social networks, can potentially help to understand the customer more effectively and close transactions faster.

2 Thomas Husson, Julie A. Ask, “Predictions 2015: Most Brands Will Underinvest In Mobile”, Forrester Research, Inc., No-vember 11, 2014

3 Josh Bernoff et al, “Mobile Moments Transform Customer Experience”, Forrester Research Inc, January 24, 2014

Mobile email is a method commonly used by workers when they need to quickly respond to customers and peers while in transit or after hours. However, the real potential is unleashed when enterprise mobility is applied to perform any business activities from nearly anywhere on any device at any given time. Given these constraints, we can summarize that enterprise mobility architecture needs to include three elements: a mobile device; apps that provide access; convenience so the user does not go somewhere else or stops using the app; and a service (usually cloud-based) that collects data. This architecture requires agility to allow the business to improve, keep the user engaged, and enhance business performance and innovation.

Mobile has untapped potential4 for improved efficiency and effectiveness in the context of core business processes such as operations, sales, and customer experiences (for example, stores in retail and retail banking in financial services). Mobile also delivers a platform for further product and services innovation to tap new markets and customers.

4 The State of Enterprise Software in 2014: An IDC Survey of Applications, Platforms, Decisions, and Deployments, IDC

Figure 1: Contextual experiences across devices and apps in the enterprise

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...across devices and apps

PeopleProcessPlatform

...in the enterprise

Contextual experiences

Mobile leaders will break away in 2015

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Potential business benefits realized through enterprise mobilityPotential business opportunities of enterprise mobility are multifaceted and important. The MIT Sloan5 report “Embracing Digital Technology” describes gains in three areas: improved customer experience and engagement, streamlined operations, and new lines of business or business models.

For customersA mostly seamless customer experience across channels (web, mobile, and store) provides new opportunities to enhance the experience for customers.

• Establish customer loyalty programs that span digital and in-store shopping. • Enhance the in-store shopping experience by using mobile technology such as apps that are

location-aware and can provide personalized product recommendations to customers. • Employ digital signage that can provide deep immersive experiences or extend physical

shelves beyond the physical store experience.

For employees • Participate in business activities regardless of location, making it easier to communicate,

coordinate, and orchestrate with team members and peers. • Potentially improve employee collaboration and empowerment through mobile technology

combined with social capabilities, which can provide relevant information based on context (location and activity) to increase efficiency and employee engagement.

• Use mobile contextual experiences, such as the digital assistant Cortana6, which provides personal recommendations based on personal interests and location.

5 Embracing digital technology, MIT Sloan 6 Anticipating more from Cortana, Microsoft research

Westpac Group has a wealth planning division, where financial planners meet with customers to define their financial goals and insurance needs. The bank wanted to transition their planners from bulky laptops and paper forms to something that would foster more meaningful and personal customer engagements.

With the help of MCS, they equipped their financial planners with Windows 8 devices, connected to company apps and enterprise data, freeing them from their branch office so they could go out and engage with customers at home or at their favorite coffee shop. The mobile sales app enhances the financial planner’s value and creates a more engaged customer, leading to greater sales potential and competitive advantage. The bank’s advertising slogan—‘bank at the speed of life”—is now a step closer to reality. Read the full case study. 3

The Port of Montreal needed mobile devices, with continuous connectivity to its wireless network, so maintenance crews could get real-time access to plans, inspection reports, CAD files and location-based data in order to repair equipment.

Today, maintenance crews carry tablet devices running a Windows 8 app that deliver all the data they need to work independently and maintain the port’s infrastructure in top working order. As a result, the port is transporting more cargo, increasing revenue, and providing better customer service, while reducing costs.

For organizations • The mobile opportunity has two sides. • First, mobile provides the unique opportunity to provide new and engaging customer

experiences to increase market share or create new business lines to drive revenue. This requires virtually seamless customer experiences across channels (web, mobile, and store) by delivering new personalized products and services.

• Second, to deliver these new experiences, organizations need to not only digitize business processes but reengineer business processes7 such as supply-chain management and customer-relation management. Streamlining operational processes by using mobile technology can deliver huge operational cost savings by reducing the latency of operational processes.

In the next chapter, some key business scenarios that highlight the “art of the possible” are described. These include customer case studies.

7 The Digital Edge: Exploiting Information and Technology for Business Advantage, Mark P. McDonald, 2012

Potential business benefits realized through enterprise mobility

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Key business and technology shifts

To fully understand the unfolding digital transformation of industries, it is essential to consider business shifts and technological shifts. Across industries, businesses are facing stiff completion from entrants that are changing business models and revenue streams, such as Bitcoin and PayPal, which are competing with traditional banking institutions.

Global business shifts that are changing industries

Table 1: Industry-changing global business shifts89101112

Shifting consumer behaviors8 The rise of the tech-savvy, connected consumer moving to non-linear purchasing behavior across social networks requires different marketing and selling strategies.

Industry-changing mobile technology9

New players are transforming industries using mobile technology. For example, Uber is changing the taxi industry. In other industries, examples are proliferating (Airbnb and Bitcoin, for example, in lodging and banking, respectively).

Increasingly rigorous regulatory requirements

Major corporate and accounting scandals and global financial crises have triggered new legislation, such as the Sarbanes-Oxley Act, and enhanced standards for organizations, introducing more rigorous regulatory requirements.

The looming workforce crisis10,11 By 2030, many of the world’s largest economies will have more jobs than adult citizens to do those jobs.

Economic pressures12 The global financial crisis and European debt crisis have contributed to economic pressures leading to customers cutting back on spending—this makes it more difficult for organizations to increase revenue.

Business globalization Organizations are increasingly providing their products and services on a global scale. This creates the need to provide, support products, operations and sales in remote and emerging mobile first markets (e.g. India, Africa).

8 7 shifts changing consumer behavior, Kyle Lacy9 Why Smart CEOs-Whatever Their Industry-Compete With Uber and Amazon, Forbes10 The global workforce crisis, 10 trillion at risk, Boston Consulting Group11 The workforce crisis of 2030, Boston Consulting Group, October, 201412 World economic outlook 2014,, IMF

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Technology shifts that are fueling the mobile enterprise

Table 2: mobile enterprise–fueling technology shiftsConsumerization of IT The proliferation of low-priced mobile devices (such as smartphones

and tablets) provides new levels of convenience for consumers and new opportunities for productivity for organizations.

Ubiquitous Internet connectivity

The increasing availability of wireless connectivity such as Wi-Fi, 3G, and 4G unlocks new consumer markets and revenue opportunities.

Electronic sensors The rise of low-priced sensors such as those for global positioning systems, accelerator meters, and near-field communications.

Shifting consumer behaviors The rise of the tech-savvy and connected consumer and employee.Displays everywhere New display technologies using hyperdense pixels per square inch

are quickly becoming mainstream. A consumer ultra-high-definition television screen is today available for less than $1,000. Smartphones featuring high-dots-per-inch screens are becoming the norm.

World of connected everything

Everyday devices are becoming connected, providing new opportunities for enterprises to gain insight and make the most of their enterprise processes.

Improve organizational business performance by mobilizing employees

Four effective enterprise mobility scenariosBased on the experiences of working with Microsoft customers in the enterprise mobility area, the authors present the following scenarios that outline how to gain business value. These key scenarios provide insights into the areas that business can use to potentially benefit from mobile technology. Implementation requires adaption to your specific business model or industry, but this illustrates the potential enterprise mobility.

Organizations increasingly seek to provide enhanced mobile collaboration and communication tools to support their workers13 . Microsoft supports employees with productivity apps to help improve organizational business performance.

What we see is that, to improve business performance, employees must be able to access corporate documents and applications on a variety of devices. It has to be easy for them to communicate and collaborate with other employees in the organization and to mine organizational knowledge using a variety of mobile apps and services. A mobile productivity architecture must allow them to mine user data that can be used to enhance collaboration services and measure improvement in business performance.

13 Future of Corporate IT 2013-2017, CEB

Potential business benefits• Engaged employees• Improved productivity regardless of location or device• Reduced collaboration and communication costs• Improved access to knowledge and peers in the organization

Customer example: Tesco

Since the introduction of the iPhone in 2007, employees have grown used to the convenience of having a smartphone for their work and private life. Today, people use multiple devices, including smartphones, tablets, notebooks, and desktops. Most provide email and calendaring capabilities on those devices, whether they are privately or corporate owned.

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Streamline operations by using mobile field service

Potential business benefits• Shorter process time, operational efficiency that might lead to cost reduction,

improved productivity (automation of manual process steps and workflow)• Enhanced employee engagement• Improved quality, up-to-date work instructions and manuals, and contextually

relevant information• Improved safety, up-to-date work instructions, and contextually relevant

information

Operational processes are, for most organizations, an unexplored opportunity for mobile technology. Productivity gains and improved customer experiences are compelling potential business benefits that can be unleashed by mobile. Most operational processes are still paper-based, error prone, and without tracking capabilities—these outdated processes can lead to potentially unsafe situations or compliance issues.

Mobile field service workers are still communicating within the company by hard copy, paper-based processes, and interoffice mail. Scheduling and work-shift trading is performed through manual and time-consuming methods. Common administrative procedures such as human resources requests or finance updates and inquiries are typically done through person-to-person interactions, which leads to idle time for these workers. Managers use manual and time-consuming processes to train, communicate with, and manage staff. For a long time, mobile field workers have been equipped with outdated and expensive equipment, incurring high maintenance costs and requiring specific staff training.

How can companies empower mobile field workers by using mobile technologies, thereby increasing operational efficiencies and improving customer experiences?

Mobile technology, such as mobile workforce management apps and devices, can improve team coordination and communication for fast problem resolution. Companies can reduce manual processes by using mobile workflow apps to drive process quality and control. Customer experiences can be made more responsive through the use of social capabilities that allow workers to communicate in a network. Mobile technology provides virtual anytime, anywhere access to contextually relevant information and apps that improve productivity and shorten the latency of business activities. Moreover, tailored real-time insights and metrics to speed-up the decision process and reduce reaction time to respond to operational challenges.

Customer examples: British Telecom Tube Lines

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Sell faster and smarter by using mobile sales force automation

Potential business benefits• Real-time access to product and market information• Reduce latency of order processing and lower administrative

overhead• Lower communication friction, helping retain customers• Help increase workers’ productivity and facilitate real-time

responsiveness

The way people buy has fundamentally changed. Today’s customer is better informed. Customers are ubiquitously connected by their mobile devices, plugged into their social networks, and do their own research to solve their problems. Therefore, it is no surprise to find that customers are 70 percent down a sales cycle before they actually make contact with the company that they are researching. Studies show that the effect of this shift is as true for business-to-business customers as it is in business-to-consumer situations. In a world where buying decisions are made before you can even engage, enterprises and sales people must adapt to mobile technology and transform the way they conduct sales and engage with prospects and customers.

Likewise, as organizations react to this change in customer behavior and the power of the individual voice in social media, it is no surprise that they are focusing their efforts on delivering great customer experiences. A mobile sales force solution needs to help sales people become trusted advisors, facilitating their ability to adapt by helping them sell effectively in this new world.

Organizations are looking for mobile sales productivity solutions that are easy to adopt and reduce the complexity of the sales processes that can help transform and boost sales teams. These teams must be highly connected and collaborative, able to find the right information at the right time, no matter where they are, so they can engage their customers in meaningful ways, deepening their relationships while growing their business.

Customer examples: New Belgium Brewery Westpac Group

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Virtually seamless customer experiences across channels

Potential business benefits• Virtually seamless customer experience across store, mobile,

and web• Ability to know a customer’s wants and needs and provide new

customer experiences• Extend your product shelves by using digital product catalogs• Enhance connection to retailers

Today’s brick-and-mortar retailers are facing multifaceted challenges in their efforts to increase revenue. Customers hear different messages from different mediums; in-store messaging is different from online messaging as brands struggle to maintain consistency across channels. Many companies have disconnected loyalty programs and a lack of insight into customer preferences and buying history.

Customers can find a wide variety of products at low prices online, but the physical store still provides the immediate gratification of taking a purchase home. But a retail establishment runs the risk of customers leaving its store and abandoning their purchases if lines are too long.

When customers use mobile devices, they have handheld access to product information, competitor prices, and user reviews. Retail associates are unable to stay a step ahead of the customer and surprise and delight them by offering suggestions. Retailers feel the pressures of in-store revenues. Brick-and-mortar retailers are increasingly seeing customers using their stores as showrooms—investigating the product in store but purchasing online.

How can we boost in-store revenues and improve the customer experience?

Retailers can use mobile devices and digital signage to improve customer service and make the most of time spent with customers. Associates equipped with tablets can help customers select the right products and minimize “showrooming,” the practice of customers investigating products in store but purchasing them online. Line of business applications can help store associates improve customer engagement through decision guides that can be used for more productive sales discussions. Integration into CRM systems helps provide insight into customer preferences. Detailed product and service information, demos, and information on inventory levels provide associates with the tools they need to stay ahead of the connected shopper. The results are a radically improved shopping experience, improved employee productivity, and an increased ability to drive in-store sales.

Customer examples: Pandora Trek Bicycles Rooms to go

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The road to successfully becoming a mobile enterpriseMicrosoft Services can help you become a mobile leader—using one of the decade’s most disruptive business technologies to make mobility happen for your customers and employees. Let us help you design mobile customer engagement across channels (web, mobile, and store), redesign business processes to streamline operations, monitor performance, and make the most of outcomes to gain a competitive advantage.

Microsoft is uniquely positioned to help you make your mobile transformation by using the strategy, deployment, and support expertise of Microsoft Services.

Microsoft ServicesMicrosoft Services is a global team of professionals who are dedicated to helping customers maximize the value of their investment in Microsoft software. Microsoft Services professionals engage with thousands of IT professional customers, and the systems they devise benefit millions of customers each year, helping them plan, deploy, support and optimize our technologies. They also work closely with Microsoft Partners by sharing their technological expertise and product knowledge on a regular basis.

For more information about Microsoft Services, go to: www.microsoft.com/services

Figure 2: enterprise mobility scenarios

Enterprise mobility solution scenarios

Employee enablement and productivity

Field service and connected operations

Salesforce automation and transformation

Enhanced customer experience

Enterprise mobility platform

Device management

Content management

Application development

User and identity management

Application management

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ReferencesThis white paper refers to the following sources:

• Thomas Husson, Julie A. Ask, “Predictions 2015: Most Brands Will Underinvest In Mobile”, Forrester, November 11, 2014 https://www.forrester.com/Predictions+2015+Most+Brands+Will+Underinvest+In+Mobile/fulltext/-/E-RES118065#endnote7

• Josh Bernoff et al, “Mobile Moments Transform Customer Experience”, Forrester Research Inc, January 24, 2014 https://www.forrester.com/Mobile+Moments+Transform+Customer+Experience/fulltext/-/E-RES113101

• Ben Hoffman, Jean Philippe Bouchard, “The State of Enterprise Software in 2014”, IDC, June, 2014 http://www.idc.com/getdoc.jsp?containerId=249234

• Michael Fitzgerald, Nina Kruschwitz, Didier Bonnet, Michael Welch, Embracing Digital Technology, MIT Sloan, October 17, 2013 http://sloanreview.mit.edu/projects/embracing-digital-technology/

• Microsoft Research, “Anticipating More from Cortana”, Microsoft, April 17, 2014 http://research.microsoft.com/en-us/news/features/cortana-041614.aspx

• Mark P. Donald, “The Digital Edge”, Gartner, October 21, 2012• Kyle Lacy, “7 shifts changing consumer behavior”, OpenView Venture Partners, November 07, 2012

http://www.slideshare.net/KyleLacy/7-social-trends-changing-consumer-behavior• Kasia Moreno, Why Smart CEOs -- Whatever Their Industry -- Compete With Uber and Amazon, Forbes, August

13, 2014 http://www.forbes.com/sites/forbesinsights/2014/08/13/why-smart-ceos-whatever-their-industry-compete-with-uber-and-amazon/

• Staff of the International Monetary Fund, “World economic outlook 2014”, IMF, April 2014, http://www.imf.org/external/Pubs/ft/weo/2014/01/pdf/text.pdf

• Corporate Executive Board, “Future of Corporate IT 2013-2017”, CEB, December 2014 http://www.executiveboard.com/exbd/information-technology/future-of-it/index.page

Customer examples• Microsoft, “Tesco PLC, Global Grocery Chain Uses IT Services to Shape Future of Online Retail Market”, Microsoft,

November 11, 2011 http://www.microsoft.com/casestudies/Microsoft-Enterprise-Strategy-Services/Tesco/Global-Grocery-Chain-Uses-IT-Services-to-Shape-Future-of-Online-Retail-Market/4000011408

• Microsoft, “British Telecom case study”, Microsoft, June 2013 http://www.microsoft.com/en-gb/windows/enterprise/customer-stories/default.aspx

• Microsoft, “Tube Lines case study”, Microsoft, June 2013 http://www.microsoft.com/en-gb/windows/enterprise/customer-stories/default.aspx

• Microsoft, “New Belgium Brewery boosts salesforce productivity”, Microsoft, June 2013 https://customers.microsoft.com/Pages/CustomerStory.aspx?recid=7906

• Microsoft, “Westpac wealth advisors use mobile platform to help bank customers at the speed of light”, Microsoft, August 2014 http://customers.microsoft.com/Pages/CustomerStory.aspx?recid=6930

• Microsoft, “Pandora: delivering gifts of love and lasting meaning”, Microsoft, 2015 http://www.microsoft.com/en-us/dynamics/pandora.aspx

• Microsoft, “Trek Bicycles: Trek revolutionizes the way it sells” Microsoft, March 2014 http://www.microsoft.com/en-gb/dynamics/customer-success-stories-detail.aspx?casestudyid=710000004000

• Microsoft, “Rooms to go finds new opportunities”, Microsoft, November 2012 http://blogs.windows.com/business/2012/11/05/businesses-find-new-opportunities-with-windows-8-apps/

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AuthorsArno Harteveld, Brad Smith, Microsoft Services

AcknowledgmentsThe author wants to thank the following people who contributed to, reviewed and helped improve this white paper. Contributors include:

Imran Anwar, Paul Bowker, Ben Hunter, Maureen Hoiseck, Frans van Ierland, William Heurdier, Thomas Matic, Alan Meeus, Scott Prather, Kevin Sangwell, Samesh Singh

©2015. Microsoft Corporation. All rights reserved. Microsoft, the Cortana digital assistant, and the Windows operating system are trademarks of the Microsoft group of companies. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.