The document discusses the growing trend of mobile enterprise platforms and opportunities in this area. Key points include: - The mobile ecosystem is undergoing major shifts that are affecting network providers and over-the-top content providers. Mobile data traffic now exceeds voice traffic. - Mobile and fixed telcos have lost control over value-added services to companies like Apple, Google, and Facebook. They must transform or risk becoming "dumb pipes." - The "appification" of business processes through mobile enterprise platforms represents a major new opportunity, though the market remains early. - Device makers, network operators, software companies and integrators are all competing to sell mobile platforms to enterprises. Consolidation is expected.

1. Mobile Enterprise “The coming explosion” Paul van Doorn Founder Eikenzande BV Serves clients who want to accelerate their business with advanced Mobile Data solutions and Social Media process integration. Over 25 years IT & Mobile Industry experience Contact for more information: paul@eikenzande.com Linkedin: http://nl.linkedin.com/in/paulvandoorn Licensed under Creative Commons Attribution 3.0 Unported License (http://www.creativecommons.org/licenses/by/3.0) You are free to Share or Remix any part of this work as long as you attribute this work to Paul van Doorn / Eikenzande BV (http://nl.linkedin.com/in/paulvandoorn) Caesar v9.0.pptx

3. Mobile data traffic overtakes voice in volume and completely floods the mobile network. Voice and SMS are Apps. Traditional voice and SMS are dead as a source of revenue

4. The introduction of LTE, the extremely fast mobile network technology purely aimed at data devices, will only reinforce and accelerate the trends

5. Mobile and fixed telcos have completely lost control over Value Added Services to over the top content providers, such as Apple, Google and Facebook. Mobile companies have no way to go, other than to cut costs and transform into efficient utilities

6. The Cloud, specifically Platforms as a Service that are driving fundamental changes, such as the rise of social media. But next Big Thing will be in B2B: “Mobilisation of the Enterprise”. Or the “appification” of everything

7. It is still early days for Mobile Enterprise Platform companies, although consolidation and acquisitions by established players seem logicalMobilisation of the Enterprise: Extraordinary opportunities for new or innovative players 2

8. ExponentialGrowth of Smart Phones (90% YoY) The introduction of cheap smart and functionphoneswillonlyfuelfurthergrowth 3 According to IDC, in the US last month, Android phones represented 35.6% of all non-computer traffic, followed by Apple's iPhone with a 23.5% share Smartphone explosion created a new paradigm: Information “Everyone, Anytime, Anywhere,”

10. Kindle

11. Tablet

12. MP3

13. Cellphone/PDA

14. Car Electronics

15. GPS/Nav

16. Mobile Video

17. Home Entertainment

18. Games

20. Attributed to more sessions per person per day rather than an increase in the average amount of time spent per session

22. Ericisson expects 50 billion connected devices by 2020 for M2M application

23. M2M will add significantly (10x!) to the current 5.3 billion subscriptions in the world

26. If LTE-capable devices are not adopted rapidly and traffic remains 3G-bound, mobile carriers will face significant additional investment in their 3G data networksMobile Operators need to quickly add REAL revenue earning services or default into a connection utility

28. Fast & Fun

30. Standardised and tested

31. Direct revenues from subscribers

32. Communicationmash-ups open up the opportunity to combine the strength of both industries, buthistorydictatesthatit is unlikelythat most operators willsucceedEstablished Business Model Applications Are The DrivingForce……..

34. Includes an application platform optimised for mobile, multimedia content purchasing and delivery

35. Using Web Services technologies and protocols, relying on 2G/3G communication control functions, and HLR/VLR for user data

36. But (One API from GSMA) open application interfaces such as Identity, Location and Payments further enable independent enterprise or consumer centric Mobile Application Platform Providers:

37. Mobile Enterprise Application Platforms (MEAPs) serve application developer organisations and independent software vendors that are writing applications targeting employees or associates on a scale from a few dozen to thousand users

38. Mobile Consumer Application Platforms (MCAPs) serve application developers that service several thousand to millions of usersThis Situation also gives rise the a new business: Mobile Enterprise providers

40. Custom access to company’s legacy apps

41. Custom access to the internet

42. Mobile access to PIM applications

43. For example calendar, contact lists, task lists,..

44. Mobile access to corporate email

45. Mobile notification

46. Mobile CRM

47. Loyalty marketing channel

48. Solutions that enable customers to carry out financial transactions using their handheld device

49. Extension of core business to the mobile environment

50. Example corporates:

51. Travel

52. Financial services

53. Retail

54. Healthcare

55. Media content delivery to mobile consumers

56. Mobile integration with SFA applications

57. Field force autom.

58. Field inspection

59. Maintenance / repair

60. Safety / environment audit activities

61. Asset tracking

62. Supply chain / ERP

63. Delivery, workflow, warehouse mngt

64. M2M ApplicationsB2E B2C B2B Mobile Enterprise Platforms Extend the Reach of Existing IP Applications to Mobile Devices from Multiple Vendors Handheld devices (mobile phones, tablets and smartphones) Wireless connection (firewall, wireless data network / WiFi)Synchronisation Mobile middleware software platform(middleware server) Corporate Resources Enterprise mobility platforms focus on bridging between mobile and corporate network protocols 8

65. Enterprise Adoption of Internet versus Mobile Technology are Very Different 9 Dimension Internet Wave Mobile Wave Enterprise IT Model From Server Out From User In Cycle Times 6-12 months 3-6 months Delivery Model On-Demand On-Device IT Decision-Maker CIO Consumer/Employee Business Model B2B, B2C B2B2C, B2B2E Key Differentiators Cost, Convenience User Experience, Enablement Business Process Redesign Compress/Collapse Redefine Application Development Centralised, Large Teams Distributed, Small Teams Consumption Model Browsing, ViewingInformationSnacking Service Expectation 24x7 Anywhere, Anytime End User Devices Primarily PCs Any User Device Geographic Growth Developed Markets Emerging Markets Mobile is user centric: defined from the user in, decided by the user and on any user device

67. Wireless expense management

68. Mobile operations management

69. Mobile application management

70. Mobile security

71. Mobile help deskEnterprise Mobility Software must provide: integrated view, audit trails and management Without a Mobile Enterprise Software Platform, companies are extremely exposed 10

73. They are looking to put more value on top of their network through implementing mobile SDPs from SIs and mobile equipment and services vendors

74. In a saturated IT market, mainstream vendors such as Ericsson, ALU, IBM, Huawei, Oracle and HP covet a share of operator spending

76. Manufacturers currently absorb most of operators’ spending

77. Apple, Google, Microsoft and RIM want to become the focal point for software developers

78. New playershave the relationship with the enterprises with mobile distribution needs but lack the software architecture integration expertise of SIs

79. Traditional mobile data & messaging services have the relationship with operators but lack corporate distribution channelEnterprise Mobility Value Chain 11

81. SAP acquired Sybase uniquely focussed on Mobile

82. Operators

83. Telefonica’s Blue Via Initiative with Microsoft Azure

84. Telefonica Huawei venture in Lat. Am.

86. New players: see also MEAP and MDM next slide from Magic Quadrant of Gartner

87. Specific Platforms: Service2Media, Antenna, Kony, Cyclo, SpringWireless, Netbiscuits, Apperion, MobileIron, ClickSoftware, Pyxis Mobile, Collis etc.

88. Traditional mobile data & messaging services have the relationship with operators but lack corporate distribution channel: Wireless Knowledge, Infowave, Acision, SEVEN, FusionOne, ViAir Air2Web, Aepona12

89. Strategic Directions Various Players 13 User Service and Process User Service and Process User Service and Process User Service and Process User Service and Process User Service and Process (Antenna) (Syclo) Sybase & SAP On-Demand Azure Over The Top Service Providers (Apple, Google, Amazon) MEAP MDM XaaS Windows360 Consumer Consumer Consumer Consumer Consumer Consumer Enterprise Enterprise Enterprise Enterprise Enterprise SAP Enterprise Microsoft Nokia Traditional Telco Equipment Vendors Traditional HW, SW & SI Vendors Infrastructure Infrastructure Infrastructure Infrastructure Infrastructure Infrastructure App Store Solutions (M2M Platform) Ringtones HandSet Back-Up M2M M-Centrex ? Application Enablement Mass SMS Hosted BES & Exchange Tetra Co-Branded App Store Payments Global SIM Ericsson NSN Traditional Carriers Vodafone, Orange, Verizon, T-Mobile Tekelec Huawei ALU

90. Where are the Opportunities -Strategic Direction 14 User Service and Process Consumer Enterprise Infrastructure

91. Appendix : Gartner Magic Quadrant for Device Management and MEAP 15 Magic Quadrant for Mobile Device Management Software MDM Magic Quadrant for Mobile Eneterprise Application Platforms MEAP Source: Gartner (April 2011) Although some of the vendors and products have been around for a long time, mobile device management (MDM) is a nascent market, and the vendors' offerings have little consistency. Many come from mobile messaging and security to support MDM, and, worldwide, there are more than 60 companies in this space. Of these, 42 were deemed potential candidates for this Magic Quadrant (see Figure) and were sent questionnaires; 23 met Gartner's inclusion criteria. During the past 18 months, this market has dramatically accelerated, both in terms of user requirements and the prominence of these mobile application projects among IT staff and the business units they service. This increased attention (and dependence) on the platforms, coupled with many of the consumer like requirements for sophisticated UIs and a wide array of device capabilities, has meant that many new entrants are pursuing this opportunity, and that incumbent vendors are faced with the challenge of reinventing their technology offerings and go-to-market strategies to keep up.