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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

enterprise flourish.

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

home (3).

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

Value-driven roadmap

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 – 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 – 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,

2. 75% of World has access to mobile phones, Mashable, July 2012

3. Mobile Devices empower today‟s shoppers in-store and online, Nielsen, Dec 2012

4. 10 cutting-edge Mobile Application trends 2012

5. Nordstrom Sees Sales Boost From Mobile POS Devices, Forbes, June 2012

6. Mobile‟s Ascendance Will Accelerate IT Services Restructuring, Forrester,

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Mobility implementation challenges  
Mobility implementation challenges  

Enterprise Mobility adoption is inevitable – The road to mobility is not easy, however those who venture wisely, lead the pack and reap grea...