Chris Silva GSMI SMSS Session 2/9/2012
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Transcript of Chris Silva GSMI SMSS Session 2/9/2012
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Social Media Strategies SummitFebruary 9, 2012
Chris SilvaIndustry Analyst, Mobile
Switching On: Models For Entrusting Information To Mobile Users
© 2011 Altimeter Group
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Simple Productivity Choices…
© 2011 Altimeter Group
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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
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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
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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
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…Have Become Complex Platform Choices
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Smartphone Ownership Continues Meteoric Rise
Source: Nielsen
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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
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The Question of “What’s A Smartphone?” Less Simple
Source: Nielsen
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So, Act on What? There’s A Very Long Tail
Source: Good Technology, data does not reflect RIM BlackBerry or Windows Phone 7
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This Is Where Your Workers Need Information, And Where They Expect To Find It.
© 2011 Altimeter Group
© 2011 Altimeter Group
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© 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
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Enrich: Driving revenue through mobile transactions14
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Partner Choice Should Be Dictated By Users’ Needs
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© 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
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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
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Entrust Solution Continuum
Basic Information
Access
Full Computing/
Access
Field Productivity
Need: Content Need: Collaboration Need: Consumption
Need: Control
© 2011 Altimeter Group
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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
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The Technology Partner Ecosystem
Control
Consumption
Collaboration
ContentMobile CMS: Modo Labs
HTML Content: Touch Salesforce
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Content: Focus On Presentation
Modo Labs Mobile CMS
Iongrid Content Share via Nexus App
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Content: Focus On Presentation
To Be Launched Touch.Salesforce.com
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The Technology Partner Ecosystem
Control
Consumption
Collaboration
Content
Content sharing: Box.net, Dropbox
Secure Content Repositories: iongrid
Nexus
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Collaboration: Focus On Sharing, Access
Iongrid Content Share via Nexus App
Box.net pivots to focus on enterprise
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The Technology Partner Ecosystem
Control
Consumption
Collaboration
Content
Desktop and app virtualization: Citrix,
VMWare
Virtual Workspaces: Framehawk
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Consumption: Full Computing Access, Securely
Citrix Goes Beyond Windows Apps On iPad
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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
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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
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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
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THANK YOU
Chris Silva
Industry Analyst,
makemobilework.com
Twitter: @802dotchrisGet my research on my blog:
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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
ABOUT US
© 2011 Altimeter Group
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iPhone Leads In Enterprise ActiveSync Activations
Source: Intermedia
© 2011 Altimeter Group
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iPad Is Storming The Enterprise
Source: Intermedia