Mobile Content Enablement

stay mobile.

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IntroductionThe mobility revolution has affected the way millions of people around the world conduct business everyday. IDC Research predicts that by 2015 the working world’s mobile population will reach 1.3 billion, representing 37.2 percent of the total workforce. Furthermore, according to a 2013 Forrester Research study on Mobile Workforce Adoption Trends, 74 percent of firms have either purchased or plan to purchase smartphones for their employees and 65 percent of firms are making similar plans for tablets.

Smartphones and tablets present both the biggest change to end-user computing in the last 20 years, and an opportunity to improve productivity for individual workers. They also create an opportunity for large companies, government organizations and small businesses to change the way they transact business and improve operating results.

Given the choice of a traditional Windows-based laptop device or a modern tablet, users are making their choice clear. Regardless of the size of their organization, or their industry, people prefer to take a tablet to meetings, on business trips, and to their offices (instead of a desktop). All they need are the tools to help them replace their PCs with mobile devices.

Organizations that have implemented mobile business initiatives and focused on device management, rather than content enablement, find big challenges in enabling the mobile workforce to become more productive. Focusing on device management can result in cases where millions of dollars are spent on device control, but iPads come out on the weekend at home and/or are primarily used to play games, and smartphones are only used only for basic communications (calls, emails, instant or text messaging) but are not really integrated into the enterprise.

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Increase andimprove customer

interaction

In what area is your company achieving thegreatest benefits as a result of mobility?

Increase sales/revenues

Enhance employeeproductivity

Improve customerservice

Improve customersatisfaction

Increase employeeand business partnerresponsiveness and

decisions

Mobile Technology Leaders All Others

42%10%

40%10%

35%9%

38%10%

38%13%

36%13%

Figure 1

Mobile technology leaders who participated in IBM’s 2013 study of Global Mobile Infrastructure clearly specified the greatest benefits they’ve experienced after implementing mobility solutions (Figure 1). Improved customer interactions, growth of revenue, and increased productivity top the list, while better “management” of devices or user content is absent.

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Why are we missing mobile productivity gains?With over 80% of companies reporting that employees already use a personal mobile device to access work data (source AT&T), the bring-your-own-device program (BYOD) is an integral part of most organizations. Since the introduction of the iPhone®, iPad® and the explosion of Android® devices in the enterprise, millions of dollars have been spent on mobile device security and control to allow the use of BYOD in the enterprise. The management of mobile devices in IT is an important concept that provides an infrastructure, or platform, on top of which other services and solutions can be added. It does not in itself enable a user to do more with the mobile device - sell more, service customers better, enable business partners, or learn from each other.

A more administrative approach benefits the IT organization, to make sure the devices can interact with the content that employees need to get their work done.

According to research from Gartner, between 2012 and 2013, 64% of enterprises reported that mobility projects forged ahead without the full involvement of IT. Employees acquired and connected mobile devices, personal DropBox accounts, and even personal applications through Amazon Web Services (AWS) to their corporate IT services. Why is this happening? When employees don’t have access to the right tools through their employers, they search out solutions on their own to keep their work – and the company – moving forward.

“By 2016, 20% of enterprise BYOD programs will fail due to enterprise deployment of mobile device management features that are too restrictive.”

Forrester’s Forrsights Workforce Employee Survey, Q4 2012

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Which of the following applications do you use on these devices for work?

Email

Word processing

Web browser

Intranet portal

Presentation tools

Web conferencing

File sync

Team sites

Public social network

Travel apps

Finance apps

Expense apps

Internal social network

Public microblog

Human resources (HR) apps

Data dashboard

Internal blog

Base: 2,709 North American information workers using each device

0 20 40 60 80 100

Internal microblog

Internal wiki

Customer relationshipmanagement (CRM)

Supply chain apps

Enterprise resourceplanning (ERP)

Internet portals are missing from the mobil app list.

File sync beats out all other collaboration tools on tablets.

Among mobile workers, theapplication portfolio is hugeand diverse.

Social applications are morecommon among tablet usersthan computer users.

Mobile workers are more likely to use CRM, HR, or ERP apps.

Computer (N=2,699)Tablet (N=605)Smartphone (N=1,303)

* Forrester Research – 2013 Mobile Workforce Adoption Trend

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Control and management ≠ User enablement and productivityGone are the days when employees used a single, tethered computer with a small set of tools to get work done. The convenience of mobile devices has changed the expectation of the mobile workforce. Employees need access to enterprise content, information resources and to productivity tools to conduct business from any location on any mobile device. Unfortunately, there is a large gap between mobile device control and usability.

While implementing a Mobile Device Management (MDM) solution - and its ancillary management and control structures for apps and content - is important for device control, it was never designed to enable user productivity. Thinking about the mobility revolution as an “IT management” approach has not improved end-user productivity. This approach doesn’t help users access and work with the right content at the right time and location. Nor does it enable them to learn from their peers through the creation of expert networks that leverage social techniques (subscribe & follow).

There is paradigm shift from “IT management and device administration” to “end-user enablement on the mobile device.” The focus should be on how to improve the “streaming of pixels ” from the corporation to the device. Enablement requires us to think about how to help the mobile workforce to engage with content in a ways that have not been able to do before. Millions of users on mobile devices need the productivity tools to engage and do more.

“Rich mobile devices like Windows and Android phones and tablets and Apple iOS devices have raised expectations about accessibility and the user experience. This shapes expectations about how people work.”

Gartner - What Apple iPad and Other Mobile Devices Mean for Collaboration Planners,

July 2013

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Content is kingThe creation of content, how it is processed, and how it is improved are key productivity indicators. In the mobile business world “content is king.” King because used in the right way, as a method of representing the ideas, things and even the thought process that people create, will communicate value, differentiation, influence and decision in clear, consistent and compelling ways on the mobile device.

With the proliferation of mobile devices has come an explosion of content. Users now have access to amazing amounts of content from many different systems, including all the tools and systems they need to do their jobs. “Content” now means more than just the list of files and folders from the corporate file share or portal, or a list view of a standard folder tree in a cloud storage file system. For today’s mobile device user, content includes everything on their mobile device: apps, web sites, videos, interactive forms, HTML5 mini apps running locally, interactive media players, animated presentations, RSS feeds, social media, calendar events, and even files and folders. And where content is king, context is queen. Delivering the right, relevant, curated content to the right person on their mobile device is critical to ensuring employees are productive and not distracted by content they don’t need.

According to the Content Marketing Institute (2014), the average enterprise uses 17 different tactics to distribute original content. Asking the average enterprise user to learn and then interact with these multiple systems is causing a major problem in the uptake of content inside the enterprise. The result is confusion on where users can find the information they need – and frustration.

According to a report by leading independent marketing analyst firm SiriusDecisions, 70% of content churned out by b-to-b marketing departments today sits unused. That’s billions of dollars of wasted work from knowledge workers each year – and it’s been going on for decades. How does this problem exist, when economic downturns and recessions have forced almost every other area of business to become more efficient? Organizations should not keep churning out documents, brochures, white papers, and PowerPoint presentations without understanding whether they are being used. The trick is to figure out which 30% of content is being used – and how it’s being used.

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Challenges the B2B Content Marketers Face

0 10 20 30 40 50 60 70 80 90 100

2014 B2B Content Marketing Trends - North America: Content Marketing Institute/Marketing Profs

69%55%

47%

39%38%

33%26%

25%25%

23%15%

10%

Lack of Time

Producing Enough Content

Producing the Kind of Content That Engages

Lack of Budget

Producing a Variety of Content

Inability to Measure Content Effectiveness

Lack of Integration Across Marketing

Inability to Collect Information from SMEs

Lack of Knowledge and Training

Lack of Buy-in/Vision

Lack of Integration Across HR

Finding Trained Content Marketing Professionals

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The problem with the sales organizationA recent Corporate Executive Board study of more than 1,400 business-to-business customers found that nearly 60% of purchasing decisions have been made (research on solutions, ranking options, setting requirements, benchmarking pricing) before having a meeting with a supplier sales representative. If an organization’s sales representative is not well prepared with the right content before meeting with a well-informed prospect, the results will be disastrous.

IDC Research on sales enablement discovered that that 53% of sales reps are not well prepared for an initial call with a buyer. When only 5 out of 10 of field reps are prepared for a sales call before it starts, and it’s likely that the customer is already close to making a decision, there’s an opportunity to improve sales productivity and stop wasting time and money. The problem is not whether the sales organization is motivated, but rather that they don’t have access to the right content or knowledge when they need it.

Buyer - Seller Alignment

Q: Think of your initial meeting, what percentage of reps were:

Not Prepared

SomewhatPrepared

Very Prepared

ExtremelyPrepared

Not Prepared26%

Somewhat Prepared31%

VeryPrepared27%

Extremely Prepared

16%

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What do you mean by enablement?Mobile Content Enablement is all about ensuring the success of the mobile worker, by focusing on their needs. Specifically, a successful mobile content enablement initiative will:

• Enable users to get access to and engage with the content they need, when they need it, wherever they are, so they can be more effective as a mobile workforce

• Eliminate the need for user to learn and access multiple systems by providing a unified, compelling, mobile-first user experience

• Provide all the productivity tools they need to engage with content

• Implement a platform that’s secure and scalable.

For a Regional Sales Manager, this could mean using their tablet or smartphone to access: reports from her field sales team, a mobile forms-based workflow process, local and remote legacy apps, push-delivered content from Microsoft SharePoint, and salesforce.com. At the same time, she could create her own content (files, notes, pictures, and more) that can be tied into a corporate controlled back end. It all can be realized through a single, scalable, easy-to-use content-based platform that works across all mobile devices.

Sharing best practices Another element of fully enabling the field is to identify and share their tribal knowledge, or best practices. The right content-based platform will allow you to identify the exact content that top performers use and pass their expertise on to the rest of the organization, improving the performance of the collective group. Identifying “what works” and transforming success stories into repeatable behavior is a sure path to success. For example, identifying which pieces of content were shared throughout a successful sales engagement could help other salespeople have more compelling engagements with prospects. Learning how top customer service representatives aid customers using corporate systems can improve that department’s workflow. And, this can be accomplished with the right content enablement platform where the knowledge transfer happens in a passive manner, without burdening experts in the organization with a mentoring role or have a post/tweet on an internal/external social network.

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Can’t I just build my own apps and enable my mobile workforce that way?The answer is yes. You can take specific parts of your enterprise’s work processes and turn them into engaging applications for mobile devices. But to make an investment in process-centric apps more rewarding, you need to build them around a horizontal content-centric platform that’s designed to deliver immediate productivity benefits across the entire organization. An “app for that” has real power inside the enterprise, but to make it even more flexible, powerful and quicker to market, it’s vital to build on a mobile content delivery and interaction platform.

It’s also tempting to build “silo” apps – or apps that just address a single workflow issue. Loading your employees with multiple apps requires them to learn additional interfaces and toggle between apps. This is not a great way to improve productivity.

Automating manual tasks for the mobile workforceMaking enterprise applications mobile device friendly is a non-trivial effort. Providing all the features and capabilities of an enterprise business application to a field service/repair technician, route delivery person, insurance claims adjustor or sales professional on their mobile device is unnecessary. There’s no need to port an entire ERP system, procurement application, time/expense system or employee portal to a tablet or smartphone. Organizations should focus on the specific tasks and processes that need to be addressed in the field, and enable mobile users to execute them using their mobile devices. In many cases these tasks are manual in nature.

“The fragmentation of apps and services for mobile content access, collaboration and productivity increases the complexity of workplace innovation initiatives, raising the challenges for the IT organization.”

Gartner - Mobile Collaboration Will Drive Innovation in Your Workplace,

August 2013

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Ensuring my mobile business initiative is successfulImplementing a mobile content enablement platform will improve mobile user productivity, and is the foundation for a successful mobile business initiative. bigtincan’s approach to mobile content enablement delivers content from different locations to a single platform, without concerning the user from which content repository the content and information originated.

bigtincan has created the industry’s leading mobile content enablement platform, bigtincan hub, which enables mobile workers to engage and work with any type of content from any platform on any type of mobile device without having to learn and access multiple systems. Users get content pushed/delivered right to their mobile device – ensuring that the right users have access to the right content, at the right time and location - even when users are offline. bigtincan also provides all the security and content governance controls that an IT security organization would require.

bigtincan also provides all the security and content governance controls that an IT security organization would require.

And with bigtincan’s flexible definition of content, users can be provided role-based access to what they need to do their jobs, from file and folder access, to HTML5 apps, animated presentations, multimedia content viewers, web sites, mobile forms and workflow and more. And users can do more than just access and view content - they can create and edit content (documents, presentations, spreadsheets, feeds, forms, notes and more) from their mobile device. This keeps them in the field and more productive everyday.

Consider a claims adjuster’s workflow, which requires field-based interactions and high degree of accuracy. These individuals are required to collect information at a policyholder’s location with paper-based manual forms and cameras to provide separate visual documentation. Then, they transfer the information into a back office business system on the corporate network, via a laptop or desktop back at their office. Using an interactive, user-friendly form on a mobile device to complete this transfer of information would be far more efficient.

By leveraging the mobile device’s capabilities across multiple content types (photo, video, documents and forms) coupled with the ability to process information into corporate systems via a wireless network, we can consolidate and automate a number of manual processes in this scenario to improve this mobile worker’s productivity.

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Implementing a secure mobile content enablement systemImplementing bigtincan hub is easy. Either a cloud- or premise-based system can be up in minutes, and scale to tens of thousands of users. Both work in conjunction with corporate management systems, and provide secure employee access to your corporate content no matter what kind of mobile device is being used (BYOD or corporate deployed, smartphone or tablet). It allows for the distribution, management and governance of a range of content, including documents and rich media content. Enabling secure access and engagement with a wide range of information resources over mobile devices is an imperative for managing risk and compliance objectives, and bigtincan hub provides enterprise-grade security.

Patient monitoring

A patient submits a form once a day reporting their progress. Clinical support staff monitor submissions and respond if the patient has concerns. Data accumulates in the database and can be extracted for analysis.

Field service technicians

A Service Work Order (SWO) form is created by office staff and allocated to a field technician. The SWO appears on the technician’s mobile device and the technician is notified. The work is performed, the form is updated and extra information (such as photos, notes, spreadsheets, etc.) is attached. When finished, the technician marks the work order as complete. The form is then synced from the mobile device back to central hub and the new information is made available to the desktops of the office staff to review and close.

Self-service for road-warriors

Form-submission capabilities for ordering business cards or printed collateral, requesting demo requests for prospects, product/solution configurators, submitting expense reports or order entry forms.

Other Examples Include

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Key security advantages of bigtincan hubSecure protocol use: The system is based on Secure Sockets Layer (SSL) communications, encrypting the link that end-user devices use to get access to the server.

File obfuscation: Files are not stored using their original file names. All files uploaded to the server are obfuscated.

Internal content store: The content store server can be hosted in a secure bigtincan cloud facility or internally, behind the corporate firewall and other secure private network access restrictions. With the creation of an internal content store, the enterprise can control access to data for its employees and approved external parties. All content stored on the server is encrypted and access is controlled through user authentication.

Ability to remote wipe: The bigtincan hub server can initiate a remote wipe of content from devices automatically over the air. This allows the organization to immediately remove content, including both read and unread, from the device in real time. This system works even if the user has the bigtincan hub application open and is engaged in the content to be deleted. This process also allows for live-editing content, with new content replacing existing content on the device.

Selected content cache of file attachments: bigtincan hub offers the option of providing device-side content cache for file attachments. Organizations that choose to disable content cache will force a reload of file content each time the user accesses it, ensuring that no secure content is on a lost or stolen device.

Two-factor authentication: bigtincan uses a unique device identifier to identify the specific device that a user is using to access the content store. It is possible to whitelist devices that are usable on the system and tie them to a user account to select which content is delivered to each device. This gives the ability for the end system to deliver specific content to a unique device.

Jailbreak Detection: bigtincan hub incorporates technology to work with Apple iOS-delivered encryption to detect ‘jailbroken’ iOS devices, and ‘rooted’ devices on Android. This secure structure controls highly sensitive content and ensures that the organization does not expose secure content to devices that have been compromised.

Network access control: The system allows network access to be controlled to a specific set of IP addresses, ensuring that only approved users are able to access the server and engage with content.

Content Expiry: A specific expiry date can be set for specified content. The content is automatically removed from all the devices, with no user intervention, on the expiry date.

Location based content controls: Content can be tied to a location determined either by a GPS coordinate (Lat/Long) and radius, or by micro-location systems like iBeacons, allowing users to only get access to the content when they are in a particular area.

Device whitelisting: bigtincan hub can allow the administrator to whitelist a set of devices and map those devices to a particular user, thus enabling them to control which users can access the content from which devices. This ensures that access rights are preserved.

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Mobile content enablement with bigtincan allows you to focus on the key elements in driving a successful mobile business initiative:

• Deploy a mobile content enablement platform that engages and empowers a mobile workforce to be more productive

• Unlock organizational expertise that’s trapped in the field and share knowledge through the creation of expert networks

• Get control and maintain security measures over content

We invite you to visit us at www.bigtincan.com and get a free trial of bigtincan hub, the industry’s leading mobile content enablement platform for your organization.

Welcome to the mobile productivity revolution.