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7/28/2019 Enterprise Mobility-Editorially Reviewed-June 9 2011
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WhitePaper
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EXECUTIVESUMMARY
Enterprisesareincreasinglyembracingmobilityforimprovedproductivity,fullyconnected
operations,andcostsavingsenabledbywirelessdataaccess,enhancedcustomerservice
and sales automation, as well as real-time collaboration. In a B2B scenario, mobility
facilitatesmore efficient inventorymanagement,asset tracking, andinvoicing,and ina
B2Clandscape,mobilitydrivesimprovedcustomerinteractionandengagementforhigher
salesperemployee.At thesametime,mobile socialnetworkingenablesmoreeffective
communicationinanevolvingmarketplace.
InIndia,CXOsaregrowingmoreawareofenterprisemobility.Thesheer size ofIndias
mobilesubscriberbase,coupledwiththecountryseconomicgrowthwillincreasesmart
mobile device penetration among enterprise mobile workers by more than four-fold
between2010and2015.
Assuch,SpringboardResearchbelievestheeraofthemobileenterpriseisimminentin
India.
INTRODUCTION
A mobile enterprise can be defined as one that enables its constituents to access
information,tocommunicate,andtocollaborateinreal-time,onanas-neededbasis,from
anylocation,atanytime.Mobilityisgenerallyfacilitatedbysmartmobiledevicessuchas
tablets,smartphones,etc.andoftendeliveredusingmobileapplications.
Indiaisoneoftheworldsfastestgrowingwirelessmarket,buttheadoptionofmobile
enterprisesolutionsisstillinitsnascentstageandsettogrowtremendouslyin thenext
fiveyears.SpringboardResearchestimatesthatIndiasmobilesubscriberbasewillreach
nearly1.2billionby2015whiletheenterprisemobileworkforcewillgrowto205millionin
2015(Figure1A).
DateJune2011 MOVINGTOWARDSAMOBILE
ENTERPRISETHEJOURNEYOF
INDIA,INC.
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Figure 1
Thesmartmobiledevicepenetrationrateamongmobileworkersisexpectedtorapidly
increasefrom26%in2011tonearly65%in2015(Figure1B),whichmeansnearlytwo-
thirdsofIndiasmobileworkforcewillownasmartmobiledevicesuchasasmartphoneor
tablet.Thisdatabuildsastrongcaseforenterprisestodeploymobileapplicationsona
largerscale.
BENEFITSOFENTERPRISEMOBILITYFORINDIA
A mobile enterprise can experience a range of business benefits including improved
productivity, better operational efficiency, and enhanced customer interaction and
engagement. This was also confirmed through a syndicated survey conducted by
SpringboardResearchonenterprisesmartmobiledevicesusageinIndia.
According to thesurvey,improving productivityis thesinglemost important factor for
enterprises to adopt mobility in India, while employee accessibility follows next. The
resultingupside inproductivity, revenueandmarketsharecannotbe ignoredby Indian
CXOs.
Figure2belowprovidesmoredetails.
Source:SpringboardResearchEstimates;May2011
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Figure 2
Accordingtooursurvey,respondentsfromIndianenterprisesperceivedthebelowasthe
fivetopbenefitsofmobility:
ImprovesProductivity: 72%ofrespondentsstatedthattheyhadrealizedproductivitygains through mobility. Making corporate resources available anywhere, anytime
means time-critical decisions are not delayed. Furthermore, business applications
suchassalesforceautomation(SFA)andcustomerrelationshipmanagement(CRM)enablesmobileworkerstocompletetaskson-sitebyeliminatingtheneedtovisitthe
officeforpaperworkorauthorization.
EnhancesEmployeeAccessibility:For40%respondentsinthecountry,theabilitytoreachemployeesthroughmobiledeviceswasamajorbenefit.Thisreal-timeaccessis
generallyenabledthroughapplicationssuchasIM,conferencing,socialnetworking,
etc.
BetterBrandImage:11%ofrespondentsbelievethatprovidingsmartmobiledevicestotheworkforcehelpstoenhancethebrandimageofthecompany.
LowersTCO:FromaCapExandOpExperspective,6%ofrespondentsfeelthatsmartmobile devices have a lower total cost of ownership (TCO) as compared to
desktops/laptops.
Improves Customer Service: 4% of respondents realized better customer servicedelivery through mobile devices as the mobile workforce can promptly address
customer concerns, provide up-to-date information, and finalize orders without
leavingtheclient.
Source:SpringboardResearchSurvey;May2011
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ENTERPRISEMOBILITYDRIVERSAND
CHALLENGES
With todays consumers becoming increasinglymobile and well informed, enterprises
must follow suit. Wireless technology can help enterprises not only improve internal
processes, but also enhance customer interaction. Social networking sites such as
FacebookandTwitterplaya vitalroleingeneratingconsumerawarenessand improving
brandimage.AccordingtoFacebook,therewereover25millionFacebookusersinIndia
byQ12011.LinkedIn,asocialnetworkingsiteforworkprofessionals,countsninemillion
usersfromthecountry,markinggrowthof76%comparedtoearly2010.Consumersare
also increasingly seeking advice and checking reviews of products/services on social
networking websites before making purchases. Affordable mobile devices running on
economicalhigh-speed3G/4Gconnectionshavefurtherempoweredconsumerstoaccess
sitesanytime,anywhere.Overall,word-of-mouthisgreatlyinfluencingconsumersbuying
behaviourandsoitbecomesimperativeforenterprisestokeepabreastofthistrend.
Mobiledeviceusagemarksaparadigmshiftwheremobilityismovingfromaluxurytoa
necessity.
However,mobile technology is not without its flaws. One of the major challenges for
enterprisesisdataleakageduetothelossofmobiledevices.Furthermore,manydevices
such as smartphonesaremanufactured to cater to consumerneeds rather thanmeet
businessrequirements.ThismakesitmorecomplicatedforinternalIT teamsto support
andsecurethedevices.
Chart1belowprovidessomeofthemajordriversandchallengesforadoptionofmobile
technologywithinenterprises.
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Chart 1
Drivers
UbiquitousMobileDevices:Smartphones/tabletswithdual-coreprocessors/SoCandlargeRAMsareincreasinglybecomingaspowerfulasconventionalPCs/laptops.This
convergence of computational capabilities and portability is an alternative to
PCs/laptops.Inaddition,theTCOofsmartphones/tabletsislessthanPCs/laptops,so
adoptingtheformercanreduceenterprisehardwareandmaintenancecosts.
High-speed 3G/4GData Connection:Widespreadavailability of 3G/4G connectivityallowsenterpriseuserstoaccess,download,edit,anduploadlargefilesonthego.In
addition, high-speed connections facilitate real-time communication and
collaborationsuchasvideoconferencing.
Rapidly Changing Corporate Culture: Employees are increasingly leveraging theirsmartphonestoachieveabetterwork-lifebalance.Furthermore,theproliferationof
smartphones with enterprise-ready features will drive organizations to officially
supportthesedevices.Thiswilltranslateintohigheremployeesatisfaction.
24x7CustomerService:On-demandclientsupportcanbeachievedbyusingmobilesolutions.ThiswillhelpenterprisesimprovecustomerserviceandachieveSLAs.
MobileBusinessApplications: BusinessapplicationssuchasCRM,ERP,businessintelligence,inventorymanagementandmorecanbeinstalledandusedefficientlyovermobiledevices.Assuch,employeeswillbeabletocontinuetheirworkeven
DeviceandDataSecurity ComplexManagementandSupportfor
MultipleDevicesandApplications
SeamlessIntegrationofMobileTechnologywithExistingEnterpriseInfrastructure
ROI-DrivenITDecisions
UbiquitousMobileDevices
High-speed3G/4GDataConnection RapidlyChangingCorporateCulture 24x7CustomerServiceIncluding
thoughSocialNetworkingSites
MobileBusinessApplications
DRIVERS
CHALLENGES
Source:SpringboardResearch;May2011
DriversandChallengesforEnterpriseMobility
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whentheyareawayfromtheoffice.Thismobilityhelpsenhanceorganizational
efficiency.
Challenges
DeviceandDataSecurity:Portability,themostprofoundbenefitofmobiledevices,isalsooneofitsmajordrawbacksbecauseitmakesdevicesvulnerabletotheftand/or
loss, which can seriously jeopardize sensitive corporate data. Furthermore, using
thesemobiledevicesforbothcorporateandpersonalusemayleadtovirus/malware
attacks,therebyputtingcorporatedataatrisk.Therefore,devicesecurityiscrucialfor
enterprises.
ComplexManagementand SupportforMultipleDevicesandApplications:Mobiledeviceswill onlyadd to theheterogeneityof theexistingIT environment.Thus, IT
staff will have to be adept at supportingmultiple device types such as desktops,
laptops, smartphones, and tablets. This issue will be further compounded when
corporate IT will have to support devices from different manufacturers running
differentplatforms(operatingsystemsinparticular)andapplications.
SeamlessIntegrationofMobileTechnologywithExistingEnterpriseInfrastructure:Toensurethatmobiledevicesdonotactinsilos,enterpriseswillhavetoinvestin
seamlesslyintegratingmobiledevicesandapplicationswithexistinginfrastructure,
mostlywired,andlegacyenterprisesystems.Thecostsandeffortinvolvedcanbe
substantial,duetoperformanceanduserrequirements.
ROI-DrivenITDecisions:Althoughthecurrentglobaleconomicoutlookseemstohaveimprovedover2009-10,thereisstilllackofconfidenceinthefinancialmarketsof
Europeduetothedebtcrisis,anduncertaintyduetotheearthquakeandtsunamiin
Japan.Thus,ITdecisionmakerswillcloselyscrutinizemobilitysolutionspending,and
investmentswillhingeprimarilyontheROIgainedfromthesesolutions.Enterprises
arealsocarefullyevaluatingthebenefitsofmobilityapplicationsbeforelarge-scale
adoption.
Givenoverallmarkettrendsandchangingparadigmsdrivingenterprisestoevolveto
betterserveitscustomers,SpringboardResearchbelievesmobileenterprisesarethenew
direction,despitethechallenges.
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UNWIRINGENTERPRISESTHEJOURNEYTO
ENTERPRISEM.1
Asawarenessofthetangiblebenefitsgainedfrommobilitygrows,enterprisesareactively
pursuingthetechnology.CXOsarerealizingthatmobilityisnotjustaboutproviding
portablecommunicationdevicestoemployees,butalsorepresentsaculturalshiftwitha
360-degreeimpactontheenterprise.
However,manyenterprisestendtolagwhenitcomestoadoptingmobilitythroughout
thecompany,whichcanhinderofficialimplementation.
SpringboardResearchrecommendsa5Capproachthatcanhelpenterprisesplan,
implement,andsustainarobust,successfulenterprisemobilestrategy.
Chart2belowprovidestheessentialelementsofthisapproach.
Chart 2
Combine:Enterprisesneedtoconsidermobilityasanintegralcomponentoftheirbusinessstrategy,servicedelivery,informationexchange,andclient/partner
engagementmodelinordertomaximizetheirROI.Mobilityshoulddriveinternal
Source:SpringboardResearch;May2011
5CModelCriticalElementstoAchieveM.1
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processandworkflowchangessothatitcanbeseamlesslyintegratedwith
existingenterpriseinfrastructure,systemsandapplications.
Control:EnterprisesshouldreligiouslymanagethefollowingtoensuretheirITecosystemdoesnotbecometoocomplextosupport:
o Devices:Currently,aplethoraofhandhelddevicesincludingsmartphones,tablets,andPDAs,areavailablefrommanydifferent
manufacturers.However,enterprisesshouldusedevicesfromaspecific
listofmanufacturersforstandardizationacrossthecompany.Thelist
should,however,includemajormanufacturerssothatmostemployee-
owneddevicesaresupported.
o Platforms:Devicemanufacturersareintroducingtheirownoperatingsystems,suchasiOS,Android,BlackBerry,Bada,WindowsPhone,and
WebOS,andassociatedapplications,todominatethemobilerevolution.
ThisheterogeneousOSandOS-dependentapplicationlandscapeis
expectedtogrowfurtherinthefuture.Thus,inadditiontoselectinga
listofsupportedmanufacturers,itisimperativethatenterprisesdecide
whichplatformstosupportsothattheirITdepartmentscanspecializein
thoseareas.
o UpdatesandBack-up:Enterprisesshouldassumetheonusofrollingoutsoftwareandfirmwareupdatesandnotleaveittotheemployees.Thisis
criticaltoensurealldevicesrunthesamesoftwareversionandarethus
compatiblewitheachother.Thiscanbefacilitatedusingover-the-air
(OTA)transfertechnology.Similarly,remoteapplicationprovisioningand
remoteautomaticback-upcanbecarriedoutusingOTA.
Compliance:Enterprisesneedtoenforcestrictpoliciesandprocedurestoensureappropriateandethicaluseofmobiledevices.Theyneedtoeducatetheir
employeesthatmobiledevicesarecorporateITassetsandmisusecanadversely
impactbusinessandthefinancialhealthofthecompany.Furthermore,
enterprisesneedtocontinuallyandproactivelyanalyze,enforceandrevisetheir
policiesfordataanddeviceprotection,softwareandapplicationcompliance,and
security.Enterprisesshouldrolloutpoliciesaroundthefollowing:
o Virusandmalwareprotectiono Remotedevicelock/datawipecapabilities(includingfromtheflash
memorycard)
o Dataandaccessprotectionthroughbiometrics,passwords,encryption,andVPN
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Customize:Anapplicationstoreecosystemisthelifelineforthefast-changingmobileindustry.Althoughthesestoresprovidearichrepositoryofbusiness
applications,enterprisesneedtodevelopcustomizedsoftwaretoensuretighter
integrationandsimplerapplicationsmanagement.Suchanenterprise
application/softwarestorecanbeachievedthroughanyofthefollowing
developmentstrategies:
o In-House:Developerscanbehiredtocreatesoftware/applications/toolspertheevolvingneedsoftheenterpriseanditsclients/partners
o Outsourcing:Enterprisesmaychoosetocontractsoftwaredevelopmenttoathird-partyindependentsoftwarevendor(ISV)suchas
Salesforce.com
o Hybrid:Enterprisesmaychoosetouseboththeabovemodelsfortheirsoftwaredevelopmentrequirements
Costs:Whiletheaboveelementsprepareanenterprisetoextendmobilitytoemployees,itsindiscriminateusecanleadtoexorbitanttelecombills,whichcan
putCXOsinadilemmaoverlong-termsustainability.Thus,enterprisesneedto
closelymonitor,preferablyinreal-time,employeetelecombills.Enterprisesneed
toselecttheoptimummobileplanbasedonemployeerequirementsandusage.
Moreover,implementinganenterprise-widemobilityplanfromtheonsetcan
alloworganizationstonegotiateamorecost-effectivetelecomcontract.
APPLICATIONSFORENTERPRISEM.1AND
BEYOND
Thetruepowerofenterprisemobilityisrealizedonlywhenenterprisedevicesarecoupled
withthemostrelevantbusinessapplications.Thesesoftwaresolutionsenableenterprises
toachievetangiblebenefitsintermsofcost,employeeproductivity,andenterprise
efficiency.
InIndia,e-mailiscurrentlythemostusedmobilityapplicationinenterprises,followedby
collaborationtools(mainlyinstantmessagingandconferencingapplications)andother
traditionalapplications.Advancedapplicationssuchasunifiedcommunicationsand
mobilepoint-of-sale(MPOS)solutionshavestillnotbecomeapriorityforenterprisesin
India.
Figure3belowshowsthemostusedmobileapplicationsbyenterprisesinIndiaatthe
currenttime.
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Figure 3
Goingforward,enterpriseswillrequirethatmorethanjuste-mails,instantmessages,
contacts,andcalendarsbeavailableviamobiledevices.However,costsanddecisionon
whichapplicationstomobilizehindersimplementationoftheenterprisemobilestrategy.
SpringboardResearchsuggeststhebelowroadmaptohelpenterprisesachievemobility
whilekeepingupfrontinvestmentsundercontrol.
Chart 3
Conventional
M.3
E-mail Messaging Calendar CorporateAddressBook
Conventional SFA ERP CRM DMS
M.1 UC LBS BI
M.2 MPOS SNS FMS HRMS
Source:SpringboardResearchSurvey;May2011
M.1
Automated
Workforce
Pervasive
Mobility
Source:SpringboardResearch;May2011
*Anillustrativemodelforinformationalpurposes
only;maynotbeapplicabletoeveryenterprise
MobilityRoadmapTowardsPervasiveMobility
M.2
Always
Connected
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ConventionalMobility
Thesearethemostprevalentandbasicapplicationsthathavebeenmobilizedtodate.
Althoughtheseareessential,enterprisesneedtolookbeyondthemtobusinessprocess
applications.ThisleadsustotheEnterpriseM.1phase.
EnterpriseM.1AutomatedWorkforce
AnEnterpriseM.1willneedtomobilizewiththefollowingkeyapplications:
DocumentManagementSystems(DMS) FieldForceAutomation(FFA) SalesforceAutomation(SFA) CustomerRelationshipManagement(CRM) EnterpriseResourcePlanning(ERP)
Thesearecriticalapplicationsthatintegrateinternalprocessesandclient-facingresources.
Theyallowmobileworkerstominimizepaperwork,reduceback-to-officevisits,improve
productivity, andachievehighersalesclosingratiosbysimplifying andautomatingtheir
day-to-dayprocesses.
EnterpriseM.2AlwaysConnected
AnEnterpriseM.2willneedtomobilizewiththefollowingkeyapplications:
UnifiedCommunications(UC) Location-basedServices(LBS) BusinessIntelligence(BI)
Theseapplicationsextendanytime,anywhere,anydevicereal-timecommunicationand
collaborationcapabilitiestoemployees.EnterprisescanleverageLBStotrackvehiclesand
employeesinreal-time,whileinformationcanbeextracted,analyzedandreportedusing
BI.Thiswillhelptobreakorganizationalsilosandenterpriseswilleventuallybenefitfrom
increasedsynergies.
EnterpriseM.3PervasiveMobility
AnEnterpriseM.3willneedtomobilizewiththefollowingkeyapplications:
MobilePoint-of-Sale(MPOS) SocialNetworkingServices(SNS) FinancialManagementSystem(FMS)
HumanResourceManagementSystems(HRMS)
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Thisistheadvancedstageofamobileenterprise,whichintegratesfunction-specific
applications.Theseapplicationsenhancebrandimageandfacilitateefficient
administrationofinternaloperationssuchasfinanceandhumanresources.Incorporating
theseapplicationsintotheenterprisesimplementationstrategywillachieveenterprise-
widemobility.Also,theimpactofsocialnetworkscannotbeunderstated.Asmentioned
earlier,socialnetworkingsitessuchasFacebookandLinkedInhavemorethan25million
and9millionusersrespectivelyfromIndiaasofearly2011.SpringboardResearch
estimatesthatthenumberofonlinesocialnetworkusersinIndiawillgrowto55million
bytheendof2011,whilethenumberofmobilesocialnetworkusersinIndiaisexpected
toreacharound62millionby2014duetoreducedsmartphonecostsand3Gbroadband
availability.Thus,enterprisesneedtoencouragetheiremployeestoincreasinglyexpand
theirpresenceonthesesiteswhileimplementingaformalsocialnetworkingpolicy.
INDIA,INC.ANDENTERPRISEMOBILITYFROM
INDIFFERENCETOAWARENESSANDMASS
ADOPTIONBY2015
Traditionally, Indianenterpriseshave notbeenproactive in embracingmobility, due to
limited budgets, knowledge and awareness. Enterprises have been indifferent about
includingmobilityaspartoftheirstrategy,planning,andprocesses.In2009,lessthan7%
ofmobileworkersinIndiausedasmartmobiledevice.
However,duetodynamiceconomicconditionsandrigorousbusinessrequirements,CXOs
areincreasinglybecomingawareofmobilityandareevenwilling toimplementitwithin
theirorganizations. We expect nearly one-fourth of Indiasmobile workforce touse a
smart mobile device by 2011. Furthermore, although enterprise mobility usage is
improving,currentlymobilityin Indiais restrictedto e-mailsandmessaging.Thus,using
our Roadmap to Pervasive Mobility, India lies between the phases of conventional
mobilityandM.1.
Going forward, this trend will change rapidly and Springboard Research believes that
India,Inc.willundergo amobile revolution over thenext four years andmove steadily
towardM.3.Furthermore,smartmobiledeviceswillfindtheirwaytonearlytwo-thirdsof
thecountrysmobileworkforceby2015.
FINALTAKEAWAYS
SpringboardResearchrecommendsthe followingareasforCXOsinIndiatoconsiderfor
theirmigrationpathtoamobileenterprise:
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Embracemobilitywithintheorganizationasitisincreasinglybecomingapartofthenewde-factoworkingculture.InIndia,longworkinghoursareexposingemployeesto
variouslifestylediseasessuchas heartattack, depression,and insomniaatanearly
age.Also,divorcerateshaverapidlyriseninthecountryamongenterpriseworkers.
Thus, employees will eventually start leveraging mobile enterprise solutions to
achieveabetterwork-lifebalance.Thiswillhaveapositiveimpactforcompaniestoo
asemployeesbecomemoreresponsiveandproductive.
Extendenterprisemobilitytoemployee-owneddevices aswell,albeit,withformalpolicies and regulations in place. The boundary between enterprise-liable and
employee-liablemobiledeviceshasblurred,especiallyduetotheburgeoningincrease
ofsmartmobiledevicesinIndia.Weestimatethatnearly65%ofIndiasenterprise
mobileworkerswillowna smartmobiledeviceby2015,nearlya four-foldincrease
over2010.
Formalizeaholisticenterprisemobilitystrategy toensuretimelyimplementation.ThiscanbeachievedbyfollowingSpringboardResearchs5Capproach(chart2
above).Currently,themajorityofenterprisesinIndiadonothaveaformalstrategyin
placeandthusarenotabletofullyrealizethebenefitsofenterprisemobility.
Selecttherightsetofapplicationstobemobilized asthiswilldeterminethesuccessofmobilityfortheorganization.CXOscanleverageSpringboardResearchsphased
implementationplantoachievepervasivemobility(chart3above).Currentlyin
India,mostenterprisesarestillintheconventionalmobilityphasewithe-mailas
themostusedmobileapplication.
Constantlyevolvetheenterprisemobilestrategytoencompassnewdevices,applications,andrequirementsofemployees/partners/clients.Thiswillalsobe
requiredasenterprisesgrowinsizeandexpandaroundtheworld.Thus,CXOsmust
viewmobilitystrategicallyfromalong-termperspective.
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CONTACTS
www.springboardresearch.com
Sales/Marketing:sales@springboardresearch.com
Research:research@springboardresearch.com
Careers:careers@springboardresearch.com
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