multi-channel app approach & the future of multi-channel
TRANSCRIPT
1
Reasons to Implement A Multi-Channel Approach
Dipesh Mukerji, Sr. Director of Product Strategy & Marketing
Stephen D. Drake, Program Vice President, Mobility and Telecom
Precursor to Mobile App Enablement: Mobile Enterprise Management & Security
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2013: In the Enterprise Apps & Content are King
Design firms spending increasing resources on UI
App management takes shape
App enablement is growing market cutting across key B2C, B2B and B2E
Moving from a device-centric world to a content-centric world
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The Growing Irrelevancy of the Black Rectangle
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Yet, Complexity Continues Across Mobile Platforms & Environments
Symbian Phones (n= 1638)
webOS Phones (i.e. Palm Pre/Pixi) (n = 1626)
webOS Tablets (n =1631)
BlackBerry PlayBook (tablet) (n = 1636)
non-tablet smartphone, or pc type devices (n = 1632)
BlackBerry Phones (n=1694)
Ultrabooks (n = 1621)
Nokia Lumia (n = 1627)
Nook or Kindle Fire (n =1664)
Windows Phone 7 Phones (n = 1713)
Windows 8 Tablets (n 1700)
Ice Cream sandwich tablets (n = 1694)
Android Tablets (not including Nook & Kindle Fire) (n = 1801)
HTML5 Mobile Web Apps (n=1766)
Android Phone (n =1850)
iPad Tablets (iOS) (n =1820)
iPhone (iOS) (n =1844)
0% 20% 40% 60% 80% 100%
Very interested Somewhat interested Not at all interested
“Samsung Plans Multiple Tizen Smartphones for 2013”
January 3, 2013
Mobile Enterprise Developers Writing to 2-3 Environments
HTML5 Interest Soars
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Mobile Enterprise Management & Security Explode with Onset of BYOD
© IDC Visit us at IDC.com and follow us on Twitter: @IDC
2017
2013
2007
0 500 1000 1500 2000 2500 3000 3500 4000 4500 5000
Mobile Enterprise Management & Mobile En-terprise Security Revenue
$M
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Expanding Opportunities in MEM
Mobile Device Management
Mobile Application Management
Mobile Enterprise App Store
App Wrapping/Containerization
Mobile Content Management Machine to Machine
MDM: still viable, key for corporate-liable MAM: Granular management, security and corporate policy
control of apps MAM larger future growth Cloud provides fast, lower risk and better support
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Mobile Enterprise Security CAGR by Category 2013-2017 (%)
Mobile Security & Vulnerability Management
Mobile Identity & Access Management
Mobile Gateway Access & Protection
Mobile Information Protection & Control
Mobile Threat Management
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Total Mobile Security CAGR for 2013-2017 is 22.3%
Source: Worldwide Mobile Enterprise Security Software 2013–2017 Forecast and AnalysisIDC # 240014, March 2013
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Android Dominance Grows – New Threats to the Enterprise
Android’s presence in enterprise will grow Samsung, for example making huge
efforts to succeed In 2016, IDC predicts Android will
represent more than 60% of all employee-liable smartphone shipments and 1/3 of corporate worldwide
User behavior is difficult to change or control Downloading outside of app store
represents large segment globally Personal downloading of trojanized
apps has direct effect on corporate assets
2004-2010
2011 20120
5,00010,00015,00020,00025,00030,00035,00040,000
Samples of Malicious Code on Smartphones
Source: Kaspersky Lab, 2013
98.6% of all mobile malware stems from Android
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Conclusions
World moves toward content-centric environment Typically organizations consider MEM before mobile app
enablement MDM for Corporate-Liable MAM for Employee-Liable
New security threats reach the app level – coming to an enterprise near you
Multi-platform will continue to be the norm for some time
Dipesh Mukerji, Sr. Director of Product Strategy & Marketing
Reasons to Implement A Multi-Channel Approach
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Landscape
“Every app running in your organization on desktops today will run on every device within 2 years”
How are you preparedto support that?
13
Feb-2007 BlackBerr
y 8800
May-2007 BlackBerry Curve
Jun-2007 iPhone
2007 Windows Mobile 6
Sep-2007 iPod
Touch
Nov-2007 BlackBerry Pearl 2
Jul-2008 3G iPhone
Mar-2008 iPhone
SDK
Jul-2008 BlackBerry Storm
Sep-2008 BlackBerr
y 4.5
2008 Nokia S60
5th ed.Symbian
Feb-2008 16GB
iPhone
Nov-2008 BlackBerr
y Bold 9000
Jun-2009 3GS
iPhone
Jun-2009 Firmware
3.0
May-2009 BlackBerr
y 5.0
Jul-2009 BlackBerr
y TourSep-2009 Android
1.6
Oct-2009 Android
2.0Droid
2009Symbian 2
Oct-2009 Windows
Mobile 6.5
Jan-2010 Android
2.1NexusOne
Dec-2010 Android
2.3
Jun-2010 Android
2.2
Apr-2010 iPad
TBD-2010Symbian 4
Feb-2010Symbian 3
Nov-2010 Windows Phone 7
Apr-2010 BlackBerr
y 6.0
Aug-2011 BlackBerr
y Torch
Aug-2011 BlackBerr
y Bold
Mar-2011 iPad 2.0
Jul-2011 Android
3.0
Nov-2012 Windows Phone 8
2.3
3.0
3.0
4.0
4.0
4.1
4.1
4.1
4.0
4.0
4.0
4.0
3.0
1G
3G
3GS 4
4S
5
1G
2G
3G
4G
5G
Mini
1.6
2.1
2.1
2.1
2.1
2.1
2.2
2.2
2.2
2.2 2.22.2
2.3
2.3
2.3
2.3
2.3
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Market Dynamics Overview
Mobile V1 Mobile Web New iPhone App
TCO
LOB decision No IT resource or mobile
experience
Mobile V2 Mobile Web iPhone App Android App Perhaps WM, BB
Mobile V3 HTML5 iPhone App Android App Tablet App (likely)
Multi-Channel B2C B2E (BYOD) Smartphone Tablets Web
2010 2011 2012 2013
Tactical Must Have Mobile Strategic Enterprise Strategic
TCO TCO TCO
LOB decision Multiple LOBs acting
independently IT vetted tech IT didn’t control
LOB Need IT Decision Tech Selection HTML5 / Inhouse
Enterprise App Need CIO decision In-house use HTML5/tools vs MEAP
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Points of Engagement Evolution
TIME
Number of Transactions
Customer Satisfaction
Single Channel Multi-Channel Cross-Channel Omni-Channel
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A day-in-the-life of an app in a multi-channel world
Consistent view and experience in every interaction
While visiting customer, inputs new data on iPad
11:00 AM – iPad
User wakes up and checks a notification on Blackberry device.
8:00 AM – Blackberry
Requests new services on Windows 8 tablet - touch device inside the office
3:00 PM – Tablet
Outside firewall at work, quickly accesses app via Mobile Web
9:00 AM – Mobile Web
Reviews and approves changes at home via Android phone.
6:00 PM – Android
Completes review, approval inside corporate firewall pre PC mouse interface app
1:00 PM – Desktop
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The Multi-Channel Iceberg
Production Services Mobile Ecosystem Changes
Device Detection
Data Synchronization
Security Frameworks
Offline Storage
Data Integration
SAP / IBM / Oracle Integration
Application Upgrades
New Devices
New OS & OS Updates
New Browsers and Updates
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Development Teams Channels
Most companies approach this complexity tactically
Tablets
Mobile
Desktop
Kiosk
NEW App X 1.0
NEW App X 1.0
NEW App X 1.0
NEW App X 1.0
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
Security
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
synchronization
Features
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
New OS upgrades
Security Patches
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
New OS upgrades
New UIs
Compatability
Multiple Codebases
Same Features
Multiple Channels
+
+
=Time & $$
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Development Teams Channels
The multi-channel approach reduces the complexity
Tablets
Mobile
Desktop
Kiosk
NEW App X 1.0
NEW App X 1.0
NEW App X 1.0
NEW App X 1.0
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
Security
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
synchronization
Features
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
New OS upgrades
Security Patches
Scanner stdIn = new Scanner(System.in double speed; // User entered valuedouble tailGatingDistance; // user entered valudouble stoppingDistance;System.out.print("Enter your speed (mph): ");speed = stdIn.nextDouble();System.out.print("Enter your tailgate distance: ");tailGatingDistance = stdIn.nextDouble();stoppingDistance = speed * (2.25 + speed/21); // number
stoppingDistance ;speed =
stdIn.nextDouble
New OS upgrades
New UIs
Compatability
Multiple Codebases
Same Features
Multiple Channels
+
+
=Time & $$
NEW App X 1.0
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Cost of a Multichannel Strategy
Number of Apps
Cost
/ T
ime
Multi-Channel Approach
Silo Approach
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5 Reasons to Implement a Multi-Channel Approach
1. Reduce Complexity
2. Increased Efficiency
3. User satisfaction
4. Security
5. Cost Savings
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What Does The Future Hold?
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Will the Enterprise keep up with the market?
Consumer consumption will drive enterprise adoption of new channels
Security/Accessibility capabilities will be at a premium in determining enterprise adoption
Easy and fast development platforms, tools and communities will drive growth
Must work off the cloud
Must seamlessly integrate with existing products
Must have the best yet different user experience
Needs to be energy efficient
DON’T MISS THE BOAT!
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Multi-Channel Strategy – What To Consider
How large is your user base?
What do your users want?
What devices are your users on?
What are your operational and maintenance cost requirements?
What UX and/or UI experience do your users require?
Are you looking to be in the app store?
How do your users access and consume content?
Does your business need to evolve as fast as technology?
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