1

Social Media Strategies SummitFebruary 9, 2012

Chris SilvaIndustry Analyst, Mobile

Switching On: Models For Entrusting Information To Mobile Users

© 2011 Altimeter Group

2

Simple Productivity Choices…

© 2011 Altimeter Group

3

Less than 5% of workers worldwide carry separate “work” and “personal” devices

today.*

*Data source iPass Workforce Mobility Study, Q3 2011** Data source: Citrix workforce study Nov, 2011

© 2011 Altimeter Group

4

Less than 5% of workers worldwide carry separate “work” and “personal” devices

today.*

Over 50% of users are taking business data onto personal devices.*

*Data source iPass Workforce Mobility Study, Q3 2011** Data source: Citrix workforce study Nov, 2011

© 2011 Altimeter Group

5

Less than 5% of workers worldwide carry separate “work” and “personal” devices today.*

Over 50% of users are taking business data onto personal devices.*

In the US, nearly 70% of firms have no formal policy for this type of use.*

*Data source iPass Workforce Mobility Study, Q3 2011** Data source: Citrix workforce study Nov, 2011

© 2011 Altimeter Group

6

…Have Become Complex Platform Choices

© 2011 Altimeter Group

7

Smartphone Ownership Continues Meteoric Rise

Source: Nielsen

© 2011 Altimeter Group

8

We’re At The Inflection Point

46.3% of US Mobile Owners

Had A Smartphone in Q4

2011In 2012, we will cross the 50% mark in percentage of mobile phone owners who have a smartphone. That means 1 in every 2 employees – and likely more - will be looking to be served on mobile. It’s time to act.

© 2011 Altimeter Group

9

The Question of “What’s A Smartphone?” Less Simple

Source: Nielsen

© 2011 Altimeter Group

10

So, Act on What? There’s A Very Long Tail

Source: Good Technology, data does not reflect RIM BlackBerry or Windows Phone 7

© 2011 Altimeter Group

This Is Where Your Workers Need Information, And Where They Expect To Find It.

© 2011 Altimeter Group

© 2011 Altimeter Group

12

© 2011 Altimeter Group

Mobile Strategy Takes One Of Three Paths13

• Target: Buyers• Goal: Drive revenue and transactions• KPIs: Registered Users, Average PurchaseEnrich

• Target: Shoppers, New Contacts• Goal: Drive brand affinity, consideration• KPIs: Engagement, amplification, goodwill

Engage

• Target: Internal constituents and trusted partners

• Goal: Secure use of information on mobile• KPIs: Productivity gains relative to function

Entrust

© 2011 Altimeter Group

Enrich: Driving revenue through mobile transactions14

© 2011 Altimeter Group

Partner Choice Should Be Dictated By Users’ Needs

© 2011 Altimeter Group

© 2011 Altimeter Group

Enterprises trending away from ground-up development as platforms and form factors multiply.

Middle-path of vendors providing a platform that will present content across devices, aimed at write once, deploy everywhere

• Strobe, Isobar examples of partners here

HTML5 vs. Native

• Native still holds and advantage in using sensor technology, native capabilities

• Successful firms maintain large dev organizations, see WalMart, Walgreens

Build vs. Buy16

© 2011 Altimeter Group

17

Entrust Solution Continuum

Basic Information

Access

Full Computing/

Access

Field Productivity

Goal: Device access to common information

Goal: Field information gathering, collection

Goal: Full control and consumption

© 2011 Altimeter Group

18

Entrust Solution Continuum

Basic Information

Access

Full Computing/

Access

Field Productivity

Need: Content Need: Collaboration Need: Consumption

Need: Control

© 2011 Altimeter Group

19

The Technology Partner Ecosystem

Control

Consumption

Collaboration

ContentPresentation layer, basic

viewing of info

Editing, sharing of information, no local data

Full data access, creation and storage

Information protection, isolation and remediation

Dep

th o

f In

tegr

atio

n

© 2011 Altimeter Group

20

The Technology Partner Ecosystem

Control

Consumption

Collaboration

ContentMobile CMS: Modo Labs

HTML Content: Touch Salesforce

© 2011 Altimeter Group

21

Content: Focus On Presentation

Modo Labs Mobile CMS

Iongrid Content Share via Nexus App

© 2011 Altimeter Group

22

Content: Focus On Presentation

To Be Launched Touch.Salesforce.com

© 2011 Altimeter Group

23

The Technology Partner Ecosystem

Control

Consumption

Collaboration

Content

Content sharing: Box.net, Dropbox

Secure Content Repositories: iongrid

Nexus

© 2011 Altimeter Group

24

Collaboration: Focus On Sharing, Access

Iongrid Content Share via Nexus App

Box.net pivots to focus on enterprise

© 2011 Altimeter Group

25

The Technology Partner Ecosystem

Control

Consumption

Collaboration

Content

Desktop and app virtualization: Citrix,

VMWare

Virtual Workspaces: Framehawk

© 2011 Altimeter Group

26

Consumption: Full Computing Access, Securely

Citrix Goes Beyond Windows Apps On iPad

© 2011 Altimeter Group

27

Control Provides The Foundation

Control

Consumption

Collaboration

Content

Traditional MDM vendors expand role: Boxtone, Good

Sandboxing and Containerization: Nukona

“Elemental” Vendors: Mokana

© 2011 Altimeter Group

Inheriting ownership and access rights is key, re-writing policy for mobile is a misstep

Focus on non-PIM data for policy, allow ActiveSync or other PIM management conduit to handle “coarse” device controls

App data and PIM data are two, different classes of information, with different risk profiles

Focusing On Controls That Matter28

© 2011 Altimeter Group© 2011 Altimeter Group

Choose The Right Partner Based on Stated Endgame

© 2011 Altimeter Group

30

Entrust Solution Continuum

Basic Information

Access

Full Computing/

Access

Field Productivity

Solution: CMS, HTML-content

Solution: Data sharing, secure

content repositories

Solution: App of desktop virtualization,

virtual workspaces

© 2011 Altimeter Group

31

Upcoming research

Make An App For That: Mobile Strategies For Retail

Published February 7, 2012Available at: makemobilework.com

Entrust: Finding Partners For B2B Mobile Success

Publishing March, 2012

32

THANK YOU

Chris Silva

Industry Analyst,

Mobilecsilva@altimetergroup.com

makemobilework.com

Twitter: @802dotchrisGet my research on my blog:

33

Altimeter Group is a research-based advisory firm that

helps companies and industries leverage disruption to

their advantage.

Visit us at http://www.altimetergroup.com or contact

info@altimetergroup.com.

ABOUT US

© 2011 Altimeter Group

34

iPhone Leads In Enterprise ActiveSync Activations

Source: Intermedia

© 2011 Altimeter Group

35

iPad Is Storming The Enterprise

Source: Intermedia