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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: Invest in application discovery as well as application delivery because

mobile will continue to offer a broad range of innovation opportunities through 2015.

"Mobile" is no longer an adjective to describe only cellular handsets and networks but is evolving into a

domain which extends to consumer electronics, smart objects, toys, entertainment and a wide range of

services. The importance of mobility is changing it from a technology issue to a broad business issue which

still retains many technological complexities.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

Tactical Guideline: Define separate m-business strategies for major geographic regions as

smartphone penetration and platform popularity will vary widely.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

Smartphones already lead in mature markets and by 2014 will overtake feature phone shipments globally.

Smartphone platforms are dominated by Android, especially in the low cost market segment, but in the

medium term (2014 through 2016) three platforms will likely be significant: Android, iOS, and Windows

Phone.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: As tablets become more affordable and more capable look for new

opportunities to use them.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

Tablet shipments will be approximately equivalent to mobile PC shipments in 2013, but in mature markets

many of these will be low cost devices unsuitable for enterprise use. By 2014 the definitions of "tablet" and

"notebook" will become very blurred driven by devices such as touch sensitive ultrabooks.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: In the tablet market Apple will be the brand leader and Android the

price leader.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

Android tablets are growing in importance but Apple's recent announcement of the smaller mini tablet will

retain its dominance for some time.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Brazil is the Least Advanced Smartphone Market in Latin America, only 31% of the total of sales correspond to smartphones, while in Mexico it is almost 30%, despitehat, 37% of all phones sold in LatAm are in Brazil due to size of the country and strength of the economy. This is nearly twice as much as the second largest marketMexico). Brazil's smartphone market is underpenetrated(one of the lowest in the region) and lagging.

LatAm average of smartphone penetration in 2012 is 22.1%.

Brazil is the largest smartphone opportunity (not surprising), but point is not volume, but growth in terms of percentage.

Brazil economy is doing extremely well, but this is not the problem. The issue is the various taxes and import duties on smartphones. This can add anywhere from 60-80%o the ASP. This does not include any channel mark-ups (which could drive street price to double that of ASP)  —  making smartphones in Brazil significantly more

expensive than anywhere else in the region. Only recently govt. after the pressure of various legislative and industry groups is working to alleviate this tax burdens. Thisseems to be happening a little faster with tablets (due to the hype) than with smartphones.

f we use the PC/laptop market as a model for the potential of smartphone (and tablet) growth, reductions in taxes similar to the "informatics law" and "good law" (Lei do

Bem) is expected to decrease taxes by as much as 60%. This would bring taxes more in line with countries like Mexico — 

 which is roughly 18%. Incidentally, Mexico isalso the highest penetrated smartphone market of the 7 big countries in LatAm.

Brazil Handset Replacement Cycle, is strongly supported by Carriers promotions and subsidies, it was more aggressive, but nowadays it is lengthening, the average of theregion is above 24 months. Other markets, especially mature ones and ones that lean toward postpaid are typically around 1.5 to 2, or 3 years.

n term of connections Brazil is also the largest market in the region, and has been consistently growing in two digits till 2012, in 2013/2014 we expect to come down to8%.

Brazil mobile connection services is still 81% pre paid, and no expectations to come below 77% till 2016. In mature markets services are mainly postpaid. But in In somemarkets, like

most of Africa and parts of Asia and Eastern Europe, prepaid connections account for 90% or more of all connections.

The most important growth is still expected in data penetration of mobile services, which in 2012 corresponds to 27% of revenue, and in 2016 will be 35%.

With the upcoming of the large events, World cup and Olympics, there is expected an acceleration in LTE deployments.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: The emergence of very-low-cost smartphones will cause even more

application compatibility problems, initially on Android but eventually on other platforms.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

Tablet prices will fall through 2013 as volumes increase and vendors look for ways to compete with Apple.

The majority of media tablets will be around 10 inches; small and very large media tablets will be more

niche. High-end smartphones will continue to improve as faster multicore processors become mainstream.

Camera and screen resolution will increase and new sensors will be added for attributes such as barometric

pressure.Action Item: Test not only on different platforms but different performance points of the same platform.. 

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Strategic Planning Assumption: Sophisticated mobile HTML5 applications will require

substantial device specific testing through 2016.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

HTML5 will be a key mobile technology, but fragmentation and immaturity will remain challenges through

2015 so HTML5 is a very long way from being a panacea for cross platform development. Some of

HTML5's challenges can be reduced by using JavaScript frameworks such as Dojo, Sencha or JQuery

mobile which can hide some platform and browser dependencies. Testing non-trivial HTML5 applications

will be complex due to the many platform and browser variations.Action Item: Look for tools and JavaScript frameworks which can help hide HTML fragmentation..

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Strategic Planning Assumption: By 2020 in mature markets there will be more machines

connected to cellular networks than people.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

Wireless networks will be a key enabler for the "Internet of things"; a very wide variety of networks will

participate depending on the technical demands of the application. One common denominator will be the

importance of the smartphone app as a general purpose way to monitor and interact with smart consumer

electronics.

Action Item: Look for opportunities to exploit smart, connected consumer electronics combined with mobileapps.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Key Issue: How will corporations choose and use mobile technology, services and tools to

support customers and employees?

Strategic Planning Assumption: Mobility will remain a "top 3" CIO issue through 2016.

Tactical Guideline: CIOs should strive to participate in the creation of mobile business

strategy.

Key Issue: What will be the key mobile and wireless technology, and market trends

through 2017?

As we noted in the first slide mobility will have a broad impact across the organization satisfying many

different business goals in both in consumer and employee-facing contexts. As such it will remain a high

priority for CIOs for several years.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: Mobile strategy is a process not a deliverable; it must be maintained

and refreshed regularly especially in consumer-facing areas which are more volatile.

Key Issue: How will corporations choose and use mobile technology, services and tools to

support customers and employees?

Organizations need several mobile strategies, typically business to employee (B2C) and business to

consumer (B2E) are separate and within each category there may be further sub-strategies. e.g., for BYO,

sales force automation and so on. In some areas  —  especially consumer facing areas and those impacted by

trends such as consumerization "strategy" will be very dynamic and more akin to tactics.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guidelines: select a small portfolio of multi platform mobile AD tools as a single

product is unlikely to satisfy the full range of consumer and employee application needs.

Plan for increased investments in mobile testing technology and services as apps become

more complex and platforms become more diverse.

Key Issue: How will corporations choose and use mobile technology, services and tools to

support customers and employees? 

Four out of our 5 key technologies are related to applications  —  development, testing, architecture and

delivery highlighting the fact that every AD organization must become experts in a range of mobile

application types. Our final technology  —  document sharing  —  is critical because the trend to multiple

device ownership demands a secure way for employees to share documents between a range of devices.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: BYO won't save money for most organisations so adopt it for reasons

such as innovation or staff satisfaction.

Key Issue: How will corporations choose and use mobile technology, services and tools to

support customers and employees? 

BYO is an important topic for many organizations, especially in the U.S. and Western Europe. BYO

strategies are complex and must address many issues such as those listed above. For most organizations

BYO isn't about saving money but empowering employees.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: Mobile device management (MDM) is not the only solution to mobile

security and control; explore a range of options.

Key Issue: How will corporations choose and use mobile technology, services and tools to

support customers and employees? 

There are many ways to achieve acceptable security for information, even on devices the corporation

doesn't own. Mobil device management (MDM) controlling the entire device is useful, but not the only

option. When selecting management and control approaches in a BYO context consider the impact on the

user.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

Tactical Guideline: Plan for a complex mobile sourcing environment blending internal

resources with and external partners and services.

Key Issue: How will corporations choose and use mobile technology, services and tools to

support customers and employees? 

Mobile apps and websites tend to demand complex sourcing relationships. Traditional large IT services

vendors are often not leaders in creating innovative consumer facing applications. Many organizations find

they need complex tools portfolios and sourcing arrangements. Some level of mobile development

capability is likely to be necessary many organizations so new skills are likely to be required.

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Elia San Miguel 

BDCL3_105, 4/13 

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use ofhe intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential,proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without theexpress written permission of Gartner, Inc. or its affiliates.© 2013 Gartner, Inc. and/or its affiliates. All rights reserved.

The Mobile Scenario: Capitalizing on the Opportunities

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The Mobile Scenario: Capitalizing on the Opportunities