Gartner Mobility 2011

8/2/2019 Gartner Mobility 2011

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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the 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 the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Katja RuudResearch Director

How to Excel with Enterprise Mobility as aCSP

#GARTNER


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Gartner at a Glance

775Analysts

11,500Client

Organizations

290,000Client

Interactions

VerticalCoverage

in NineIndustries

5,500

Benchmarks

10,000Media

Inquiries

World'sLargest

Communityof CIOs

55

Conferences

75% ofGlobal 500

1,500Consulting

Engagements

Clients in85 Countries

70% ofFortune 1000

470Consultants


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This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the 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 the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Katja Ruud

How to Excel with EnterpriseMobility as a CSP


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Make your clients life easier

Geography

Travelling employees?

Mobilising Processes

Where & When?

How & Who?

Technology

Whats the value?

Mobile App Platforms

TBD

Your Performance

How well the job is done?

How consistent?

Temporary Locations

Cost

How?TBD


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Agenda

What will be the key mobile technology and markettrends through 2015

Mobile broadband What price plan & what is theuse case?

Customer Experience A great source ofcompetitive differentiation

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Enterprise Mobility Trends 2011 & 2012

Sourcing more effectively and having better visibilityMobile communications and mobilised applications

facilitate business transformation

More effective use of the Mobile

Customer Experience Significant

Mobile data pricing

Reducing roaming chargesMDM

Sourcing getting broader in Scope

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Key Mobile & Wireless Technologies`

6

TechnologyTrigger

Peak ofInflated

Expectations

Trough ofDisillusionment

Slope of EnlightenmentPlateau of

Productivity

timeYears to mainstream adoption:

less than 2 years 2 to 5 years 5 to 10 years more than 10 yearsobsoletebefore plateau

As of August 2011

802.11ad

802.11ac

Context DeliveryArchitecture

Mobile ConsumerApplicationPlatforms

4G Standard

6LoWPAN

Machine-to-MachineCommunication Services

Mobile Device Management

Software-DefinedRadioHosted VirtualDesktops

Network Access Control802.11n

Mobile Enterprise Applications via SaaS

Location-AwareTechnology

Location-Aware Applications

Mobile EnterpriseApplication Platforms

Investment

WiFi

MDM

Mobile Apps

Hype Cycle for Wireless Devices, Software and Services, 2011 - G00214878


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2015Mobile is core, rather than add-on?

7

Wirelessly connected machines, integration of mobiles with consumer electronicsPeripherals for handsets

There's an app for everything

NFC for "touch to act" applications and m-payment

Wider range of business models & services, e.g. healthcare


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The "New Normal" in Corporate Mobility

How many different smartphone & tablet

platforms do you expect to be used byyour employees in 2012?

1. Employees will use many

devices and platforms, you can'tenforce standards

2. Employees will sync databetween devices via the cloud

3. Diversity will increase, no

platform, form factor ortechnology will dominate.

4. Consumerisation always wins,"enterprise" devices remain aniche

5. Mobile apps & services will be as

much of a challenge as devices6. Consumer mobile apps are

setting new expectations forusability, cosmetic appearanceand behaviour

0

5

10

15

20

25

30

35

1 2 3 4 5 6 >6

USA

0

5

10

15

20

25

30

35

1 2 3 4 5 6 >6

Europe


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Mobile Broadband - More Options Needed

9

CappedPure

VolumeFavoredCountry

TotalEnterprise

TrafficPriority

SpeedBased

FlatrateOverseas

AutotieringPreferredNetwork

CappedPure

VolumeFavoredCountry

TotalEnterprise

TrafficPriority

SpeedBased

FlatrateOverseas

AutotieringPreferredNetwork

Marketing Essentials: Strategic Options to Get Out of the Flat-Rate Trap for EnterpriseMobile Broadband Pricing - G00211282


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LTE Exampel Use cases

10

WANBackhaul

M2M

Broadband toremote locations

Construction Video

E-health

Market Trends: Worldwide, CSPs Should View LTE as a Further Path Into theEnterprise, 2011 - G00214973


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Mobile Broadband Challenge toArticulate Business Value needs Actions

Mobile Data Pricing More options critical, must meetrequirements more closely.

Present transparent use cases that illustrate businessvalue. The added value of LTE must be very clear, toenable price distinctions from lower-speed second-generation (2G) and 3G services.

Identify early adopters that require data capabilitiesbeyond 3G. Product bundles should address featurefunctionality (eg. HD Video) and SLAs.

Mobile broadband will not be a perfect substitute for fiberor VDSL for all content. CSPs with both fixed and mobilecapabilities should have a complementary strategy in thisregard.

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Why is it that myAccount Manager cant

do anything?

Customer ExperienceRecent Customer Feedback

Why dont I hear backfrom my RFP?

If only they wouldonly install myservices, when they

say they will

What is the real valueof consolidating

sourcing?

Why is it that I can onlybuy X of I also by Y

I need a pricing planthat works for me

Marketing Essentials: How CSPs Should Develop Mobile Services SLAs for EnterpriseCustomers (G00201313)


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Recent Positive Client Feedback:

My CSP is getting better atunderstanding what my business isabout, and how they fit in

My CSP is

moreinnovative

My CSP a isbecoming more

consistent

My CSP is more

flexible eg inpricing structure

Marketing is veryprofessional

My CSP is keen& pragmatic

Pricing is stillgood

My CSP beats rather than meetdeadlines, that signals organization

and structure


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Required - Service experience

Service experience is much more than:- what the customer buys eg. services

- the price they pay

- short response times in the call center

Service experience represents:

- a balance between functional needs and emotional needs

CSPs need to:

Define it, articulate internally, deliver externally


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Customer Experience what is included

Action:

Translate the customer experience into each customer touch point

Make customer experience metrics visible to the enterprise customers

Look for marketable examples of good customer experience

Pre-Sales,Sales & Bid

MgmtBilling Reporting

Eagerness Support

Service

Roadmap

KPIs, SLAs Flexibility Attitude

Market Insight: CSPs' Focus on Customer Experience Will Hit the Spot With EnterprisesG00207186
http://my.gartner.com/portal/server.pt?open=512&objID=256&mode=2&PageID=2350940&resId=1453032&ref=Browsehttp://my.gartner.com/portal/server.pt?open=512&objID=256&mode=2&PageID=2350940&resId=1453032&ref=Browsehttp://my.gartner.com/portal/server.pt?open=512&objID=256&mode=2&PageID=2350940&resId=1453032&ref=Browse


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Polling Question

Do you make customer experience metricsavailable to your customers?

1. Yes, lots if at least 5 variants

2. Yes, some if something

3. No, none if nothing

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A Concrete Example:RFP BasicsUnless instructed otherwise

Spell check Take out rude nicknames for client used as placeholders

Take out names/locations/applications of the other company, ifcopying text from other responses

Ensure the electronic copy does not have a virus attached

Be consistent always eg. definitions and in response eg. manageall third party yes but elsewhere not where there are regulatorylimitations

Always answer Yes/No questions with a Yes or a No by all meansprovide supporting material, but dont leave reader searching for the

answer

Don't respond in word, note that tracked changes appear in someversions.

Answer in the required language

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Summary

Enterprise mobility, much is about price but alsomuch more

Opportunities in mobile broadband, enabling thecustomers businesses and their transformation

Challenges include to articulate the businessvalue of eg new services above and beyondexisting or consolidated sourcing

Customer experience increasingly important, ahuge opportunity

The market is still there to be won.


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Related Gartner Research

Market Trends: Worldwide, CSPs Should View LTE as a Further Path

Into the Enterprise, 2011 (G00214973)

Market Trends: Worldwide, CSPs Advance Their Positions in the B2BHealthcare Segment, 2011 (G00213781)

Market Trends: Europe, Fixed-Mobile Substitution Accelerates in theEnterprise Market, 2011 (G00211833 )

Marketing Essentials: Strategic Options to Get Out of the Flat-RateTrap for Enterprise Mobile Broadband Pricing (G00211282)

SWOT: Vodafone, Business Offerings, Worldwide (G00209380)

SWOT: Sprint, Machine-to-Machine Business, Worldwide (G00216739)

Competitive Landscape: Managed Mobility Services (G00214371)

Market Trends: Mobility Solutions in Vertical Markets (G00218966)

Marketing Essentials: How CSPs Should Develop Mobile ServicesSLAs for Enterprise Customers (G00201313)

The M2M Market Evolution: Growth Attracts Everyone (G00213359)

For more information, stop by Gartner Solution Central or email us at [email protected].
mailto:[email protected]:[email protected]


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Gartner Mobility 2011

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