VIEW POINT “Got Mobile?” If Not, You Can Bet Your Competitors are Eating Your Lunch!
Abstract Enterprise Mobility adoption is inevitable – The road to mobility is not easy, however those who venture wisely, lead the pack and reap great business rewards.
Introduction Over the past few years, mobile devices
The mobile and connected worker
Another study by Gartner shows that
have put the world into our pockets. The
can access information at all times
context-aware location-based services,
workforce has gone mobile and work is
and collaborate effectively to help the
visual search for differentiated user
no longer a place. Your office is wherever
experience, mobile commerce, and mobile
you are. All this translates into greater
Furthermore, customers ,whether
productivity and efficiency and reduced
consumers or business vendors, are quickly
costs for the enterprise. Mobility has
discovering the ease and accessibility
In 2013 and beyond we are looking at the
become an enterprise requirement.
of shopping and sourcing through their
rise of enterprise applications mainstream,
This pervasiveness of mobile devices and
mobile devices. They are downloading
the popularity of BYOD, the entrance of
technologies is putting the power into the
applications for any number of activities
Windows 8, mobility innovation within
hands of the user, molding a new business
– to streamline work, connect with
the industries like augmented reality for
landscape where the „User is King‟. To get
friends, compare prices – on their mobiles,
retailers, a machine-to-machine (M2M)
a sense of just how sizeable this trend is,
smartphones and tablets. Over 30 billion
connected world, and real-time insights
consider that the worldwide mobile worker
apps have been downloaded since 2011
on-the-go. Enterprises are now setting
population is set to increase to 1.3 billion
(2). The key question asked - “Is there an
aside budget exclusively for Mobility
by 2015, accounting for nearly 37.2% of
app for that?”
“First” initiatives. A variety of devices with
the workforce, according to IDC. (1) A
Enterprises that want to survive in such
recent study shows that 75% of the global
a highly competitive marketplace need
population uses mobile devices (2).
to find solutions that help them drive
As more workers go mobile, enterprises
customer and employee satisfaction
need to enable their field force with real-
such as reducing wait time for check-out,
As mobile applications become the new
time data on the go, providing instant
eliminating the need for in-store queues,
way of transacting business, enterprise
access to enterprise systems for a range
leveraging mobile wallet payments, and
mobility is poised to become the new
of tasks – from time-keeping, travel
enabling on-the-go access to information.
norm.. This paper discusses the trends that
and expenses to customer-related sales
For instance, a study by Mashable shows
are creating the need for mobility in B2B
and marketing information. In today‟s
that 63% of mobile shoppers compare
(Business to Business) and B2B2C (Business
turbulent business environment, effective
prices with their smartphones while
to Business to Consumer) environments,
collaboration through the real-time sharing
shopping in-store or on their desktops at
the challenges of implementing enterprise
of information, ideas and expertise is
mobility, and guidelines for designing a
critical to the enterprise.
payments are some of the leading mobile trends in 2012 (4).
versatile capabilities will further accelerate the availability, quality and adoption of mobile solutions taking advantage of these trends, making mobility „business as usual‟.
Need for Enterprise Mobility – App, App, or Away! While the explosion of digital channels
existing business processes that match
Businesses are also seeking new models
has opened new ways for customers
these new methods of engagement.
that allow them to implement mobile
to communicate and interact with enterprises, the proliferation of mobile devices has given today‟s consumers an on-the-go channel to browse, shop and connect. Enterprises that want to leverage these new consumer trends are finding new ways to engage with their customers, vendors, partners, and stakeholders.
This includes deploying advanced systems integration functionalities and building processes that are repeatable, scalable, and build efficiencies back into the business. Enterprises need to move from simply hosting mobile web pages to implementing app-based models and other mobile deployment technologies
payments through virtual or mobile wallets (mWallet), which are accruing significant increases in employee productivity, company sales, and customer satisfaction. For instance, a leading, upscale fashion retailer deployed a solution enabling mobile POS devices throughout its retail outlets and witnessed a 15.3% increase in sales (5).
Owing to these new methods of customer
– whether hybrid, native, or cloud-based
engagement, today‟s enterprises must
– to enhance customer engagement and
Hence, enterprises are increasingly seeking
change the way they do business. Several
to onboard mobile solutions that can
enterprises are finding that the traditional web-based model of business is not sufficient to drive growth – their business processes must transform to keep up with customer sentiment. As more consumers become mobile, enterprises need to adopt new processes that involve innovative mobile technologies, platforms and services. With the advent of cloud, big data and mobility - the perfect storm - it becomes imperative for enterprises to leverage the power of 3 to re-engineer
The above trends are generating new revenue streams for enterprises through newer business models. As consumers look to their mobile devices to connect, retailers are focusing on the unique opportunity to leverage mobile devices as a mechanism to transact. For example, traditional retailers use physical or web-based touch-points such as Point of Sales (POS) through gateways like PayPal where consumers can use their credit card to make payments.
optimize existing business processes, enable new business opportunities, generate significant cost savings, yield higher customer satisfaction, and ensure higher profits and sales. Those who quickly grasp the shift that “Mobile „IS‟ the Enterprise” will not just survive but thrive in this rapidly changing business environment where customer experience and quick access to data is King.
Challenges of Implementing Enterprise Mobility As enterprises gain interest in the promise of mobility, there are some key concerns that need to be addressed. Implementation of enterprise-wide mobility not to mention ecosystem-wide mobility is a complex activity and enterprises must understand the challenges of proper planning, deployment, and governance – else risk the possibility of failure. Enterprises can begin by evaluating their core business and developing an overall strategy and roadmap to progress from a nascent state or a non-adoptive state to an effective and efficient mobility state. Without the right strategy, mobility adoption will be piecemeal at best, and deter the organization from achieving the full potential and business benefits that mobility offers.
Based on the tactical approach, an
environments and need experienced
enterprise could adopt a point solution
and knowledgeable partners with
that can download, update and provide
deep vertical expertise who can bridge
information to the team on a nightly basis.
business requirements to technology
However, such point solutions require extended support and drive up costs in the long-term. They constitute a bandaid approach to enterprise mobility, and do not identify and address a real-time comprehensive solution. Moreover, this approach is not standards-based, not reusable, scalable, or repeatable. Despite this, some enterprises may adopt such approaches owing to budget constraints
and solutions. Integration partners must have established capabilities and credibility with their ecosystem partners for complementary expertise. This includes domain knowledge, key relationships and executional experience with Tier 1 Alliances such as SAP, Microsoft and Oracle and Tier 2 partnerships in MEAPs, MDM, security,testing and other mobility service components.
Enabling enterprise mobility is a
which ultimately lead to myopic views
Partnering with a proven expert can ensure
challenging exercise. Organizations
of the solution. In this scenario, one
the success of an enterprise mobility
can face several barriers to adoption as
does not fully take advantage of the
strategy. It is about transforming your
well as encounter negative effects of an
power of mobility. So,in the absence of
business into a nimble, information-
improper mobility strategy. Without agile
an over-arching business-led strategy
enabled based organization where
methodologies, application development
and envisioning of mobility across the
real-time information and transactions are
and mobility integration across the
enterprise – and further into the global
available 24/7 to employees, customers
enterprise there will be silos, reducing
ecosystem – businesses may not be able to
and partners/ vendors. For example,
scalability and minimizing the reusability
keep up with the pace of user or customer
a leading retailer revamped its entire
of assets, code and applications, which
demand resulting in an unscaleable
store operations using a mobile point
can cost millions of dollars in time, effort,
operations model and stymied growth.
of sale (POS) terminal. Not only did the
productivity and assets over a period of time.
So how can enterprises effectively embrace mobility? Typically, most organizations resolve problems from an Information Technology (IT) perspective by devising tactical solutions based on the needs of certain projects. A common perception is that mobility can be resolved through such solutions as well. For instance, field account managers may require a mobile-enabled method to ensure on-the-go access to
It is clear then, that enterprises need a mobility model that moves away from the traditional IT approach and rather leads from an overall business value point of view. Such an approach requires business objectives that fully incorporate and embrace mobility as an enabler from the start. Some key factors for success are to have a sound strategy and plan in place, the ability to seamlessly integrate with existing backend systems and databases, and to have governance and maintenance plans in place before rollout.
mobility solution transform the customer experience, but it also helped the retailer unlock data in POS registers that brought efficiency in order fulfillment. The retailer saw a 15% rise in sales as a result. Major telecom operator Bharti Airtel successfully implemented Airtel Money, a service the offers the convenience of instant money to it‟s customers. The mobile wallet service enabled customers to pay bills, recharge accounts, shop at outlets, and transact online through multiple channels. The customer experience was easy and built customer loyalty amongst their subscriber
information that resides on the Customer
Enterprises also need to plan for the
Relationship Management (CRM) system.
complexities in integrated industry
Current Scenario in Enterprise Mobility Adoption Some enterprises have already begun making changes to incorporate mobility within their existing processes. This will ensure better customer outreach, improve employee productivity and establish new business channels for products and services. There are some common trends that can be seen among enterprises such as:
Shifting from backend systems to mobile front-end experience
Adopting mobility for point projects
Taking an out-of-the-box solution approach
The focus is gradually shifting from IT-based solutions to context-based ones as organizations transition from systems of records to systems of engagement. Organizations want to create content that is interactive, engaging and available on mobile devices through intuitive applications, thereby enabling the user from the front-end. This is relevant for consumers and, more importantly, for Business-to-Business (B2B) and Business-to-Employee (B2E) processes such as employee enablement and eld enablement. (6)
As enterprises grapple with the challenges of mobility, some are adopting mobility in speci c projects. While this piecemeal approach puts enterprises along the path to mobility, it does not enable them to take a holistic view of mobility and see the bene ts and advantages across their enterprise. This short term approach is limiting thereby causing enterprises to revisit and replant their strategy for future growth which often end in increasing costs.
Many are adopting innovative approaches in their businesses and technology strategy through mobility solutions. For example, a large telecommunications provider empowered its sales force to input data into a hand-held device at the point of sale, enabling greater e ciency and accuracy across the companyâ€&#x;s stock-to-cash system.
Some retailers have embraced innovative mobility-based solutions to their advantage such as: 1) MySupermarket, a start-up grocery store, is disintermediating the traditional experience by bringing in the best value for customers. Its mobility solution allows customers to divide their single shopping list across grocers to get the best deal and save up to 20% from the final bill. This allows the company to run an online grocery store without having a single brick and mortar shop. 2) The Tesco Virtual Store in a Seoul Metro subway station enables customers to scan the QR Codes of items they want to order and then place the order. This allows stores to extend their presence in areas not seen before.
Roadmap to Solution Implementation As mobile devices become all-pervasive, and mobile “becomes” the enterprise, it is imperative that companies make the investment in time, strategy and resources to get it right from the start. However, what‟s the best route an enterprise should take to go mobile? While there‟s no single answer, certain considerations must be made when embarking on the mobility journey.
Reusable and scalable services and solutions
Roadma p to Solution Impleme ntation
Enterprises need applications, code, services and solutions that are re-usable with agile methodologies and robust and comprehensive testing environments to ensure that a comprehensive solution can scale as user adoption increases.
Processgoverned optimized models
Agility to handle ad-hoc demands and technology shifts
Enterprises must institute governance, and support and maintenance planning to be enforced after solution rollout. The importance of business rules and overall support, maintenance, and scheduling is critical to execution and solution optimization.
Innovative technology is constantly changing. Enterprises need agile partners that can handle shifts such as ad-hoc requests and procedural demands in the midst of rapidly changing technology and user environments.
As part of strategy and envisioning, enterprises need to create a roadmap from where they are and where they want to be in the short and long term.. This roadmap must clearly consider the overall vision and objectives and map out a clear path at each step of the way with success measures driven by business outcomes rather than metric-driven milestones. This enterprise roadmap would then subsequently be expanded to cover a global ecosystem strategy and roadmap connecting global partners, and extending out to vendor networks and supply chain vendors.
Conclusion The road to mobility is inevitable, challenging, exciting and rewarding. With the rise of mobile devices by 2013 to exceed that of the number of people on Earth, it is imperative that enterprises put a strategy and plan in place to capitalize on this phenomenon. It takes innovative thinking, a flair for creativity, the best mapping of business objectives to technology enablers, and a maniacal focus on timely and flawless execution. The benefits of mobility are non-linear. Enterprises with the business savvy and perseverance to leap from point solutions into mobility for ecosystem transformation will reap great business benefits that enterprise mobility
can bring to their customers, employees and partner networks. These enterprises will experience the multiplier effect that mobility brings â€“ increased efficiency, productivity and agility that drives continued success in revenue and customer satisfaction towards tomorrowâ€&#x;s enterprise.
Whether your enterprise is beginning, or already embarking on its mobility journey, look for an experienced integration partner that possesses a strategic combination of skills and expertise to navigate the mobility landscape. While some vendors are experienced at tactical execution and application development, there are others that excel in strategy and thought leadership.
The right integration partner is one that can deliver the best of strategy, development, and execution â€“ with a flair for innovation and creativity through advanced user experience. One who also has a solid track record and history of customer successes in various industries and environments under all aspects of advisory, solution creation, test and delivery, governance, maintenance and support. Unlock the full potential of enterprise mobility with an innovative partner and trusted mobility advisor.
References 1. Mobile Worker Population to Reach 1.3 Billion by 2015, According to IDC, 5 Jan 2012, http://www.idc.com/getdoc.jsp?containerId=prUS23251912#.UMazLaD_mCc
2. 75% of World has access to mobile phones, Mashable, July 2012 http://mashable.com/2012/07/17/mobile-phones-worldwide/
3. Mobile Devices empower today‟s shoppers in-store and online, Nielsen, Dec 2012 http://blog.nielsen.com/nielsenwire/consumer/mobile-devices-empower-todays-shoppers-in-store-and-online/
4. 10 cutting-edge Mobile Application trends 2012 http://www.itbusinessedge.com/slideshows/show.aspx?c=87261&slide=6
5. Nordstrom Sees Sales Boost From Mobile POS Devices, Forbes, June 2012 http://www.forbes.com/sites/kellyclay/2012/04/06/nordstrom-sees-15-3-increase-in-retail-sales-following-introduction-ofmobile-pos-devices/
6. Mobile‟s Ascendance Will Accelerate IT Services Restructuring, Forrester, http://www.forrester.com/Mobiles+Ascendance+Will+Accelerate+IT+Services+Restructuring/fulltext/-/E-RES77861
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Enterprise Mobility adoption is inevitable – The road to mobility is not easy, however those who venture wisely, lead the pack and reap grea...