Highlights of TiECon 2012 Mobile Sessions – Part II on Enterprise Mobility (+ monetization & mobile gaming)

Jun 4, 2012

Guest Blog By Alan Weissberger 


1.  Introduction

This is the second installment of a two part article on TiECon2012 Mobile sessions.  The first article covered mobile operators, emerging trends, applications and opportunities

This article will focus on mobile enterprise deployment status, directions, critical issues and corporate apps.  We'll also briefly revisit monetization of mobile apps and highlight the significance of social/mobile gaming.

2.  Mobile Panel #2 -Mobile IT and Best Practices for Mobile Enterprise Deployments

Abstract:  The enterprise mobility market is predicted to reach $36B by 2015. The proliferation of mobile devices and the demand for apps are making mobile device and app management a core part of network operations within the enterprise.  Successful companies will see enterprise mobility become the foundation for real business transformation. The complex requirements of enterprise mobility is leading to the birth of a new profession, Mobile IT, which is being chartered with driving this business transformation.

This session examined key aspects that enterprises need to evaluate in their mobile deployments as well as the opportunities for entrepreneurs in this space.

Moderator:

  • Chenxi Wang, Vice President & Principal Analyst, Forrester Research

Speakers:

  • Rajiv Taori: Founder & CEO at MobileOps
  • Ojas Rege, Vice President, MobileIron
  • Salil Jain, Global Vice President, Mobile Center of Excellence, SAP
  • Juan-José de Juan, Head,  Enterprise Innovation, Vodafone Global Enterprise

Panel Discussion:

Several panelists made position statements related to the mobile enterprise:

  • Juan-José de Juan (JJ) kicked off the discussion by stating that mobility has become a key driver for enterprise innovation.  Many businesses, all over the world, have started to create their own enterprise mobility apps and services.
  • Salil Jain opined that comprehensive solutions were becoming available for the mobile enterprise, which Vodafone sees as a core growth area for years to come.
  • Ojas Rege said that significant change was taking place and that "the mobile enterprise would continue to grow dramatically."& nbsp;  Business customers are organizing themselves around mobile centers of excellence, especially with respect to security.

Moderator Chenxi Wang stated that, "BYOD (bring your own device) and "mobilizing the enterprise" are hot topics.  Anytime, anywhere access to information empowers employees."  What's going on in this space?

  • JJ responded that the challenges to companies came when employees started bringing iPhones and iPads to work.  Emergency plans to deal with BYOD had to be formulated by enterprises (for company security, separation of work and personal use, monitoring the enterprise WiFi network, etc).  The key issue to ask is "How can mobility benefit your company?"
  • Salil said SAP has one of the biggest mobile enterprise deployments in the world, with over 20K iPads, 13K iPhones and thousands of RIM Blackberry's.  He said that mobile is enabling SAP employees to be more productive at work.

Chenxi next asked, "What are the kinds of mobile enterprise apps that make sense?"

At first, no one attempted to answer this question. Perhaps, because it's too early to know.  Later, the panelists were asked to reconsider this issue in light of the tremendous revenue growth forecast for mobile enterprise apps in coming years.  They considered internal productivity apps as well as sales apps.

  • Ojas believes that enterprise mobility has been redefined by the transition away from Blackberry's to iPhones and Android based smart phones.  This will usher in a whole new set of vertical industry apps (TBD) that can run on the new smart phones and media tablets.
  • JJ later said that "the simplest apps would be most pervasive in the mobile enterprise."
  • Salil suggested workflow, travel approval, and leave requests (vacation or leave of absence) along with mobile CRM.
  • Rajiv likes mobile extensions of back office apps, e.g. "mobile post it notes."  He also proposed the conversion of enterprise desktop apps to run on mobile devices (that would likely take a complete software rewrite to run on the very different mobile OSs/software platforms).
  • Salil said that once there are 15-20 enterprise apps for a specific company, the set becomes difficult to manage and keep track of.  He suggested companies consider integrating selected enterprise apps into a "framework of apps" for easier management and user selection.

Chenxi observed that the fragmented mobility market (with different mobile OS's/platforms) is a big challenge for enterprises.  Does the BYOD movement increase cost for companies?

  • Rajiv Taori responded that BYOB is about user satisfaction. The cost impact isn't clear and won't be for six to eight moths into an enterprised approved BYOD program.
  • Ojas opined that "extended refresh rates will have the biggest impact on (corporate) costs." By this he meant the replacement cycle for smart phones/ tablets, which is now about 1 year vs 3 to 5 years for notebook PCs.
  • Ojas clarified this last comment in an email after TiECon: " Employees will want a new phone/tablet every 18 months - it's fashion, it's consumer speed (vs. what IT is used to which is replace user equipment every 3-5 years).  If it's BYOD, then the company doesn't bear that cost (and that's the key cost savings). If it's not BYOD, then the company has two options:

a] Buy new devices every 12-18 months for the employee -& gt;really expensive!

b] Don't buy new devices -> UNHAPPY users

So BYOD might save some unexpected corporate costs over the long term plus keep users happy."

  • Salil was quite definitive: "Most global companies are not pr