In January 2015, HP commissioned Forrester Consulting to conduct a custom study of 271 IT and business decision-makers from companies with more than 500 employees. The study explored the business priorities, technology initiatives, and mobility maturity in support of field service workers.

1. A Custom Technology
Adoption Profile
Commissioned By HP
January 2015
Seize The Mobile Moment:
Field Service Mobility
Solutions Improve
Customer Experience
Introduction
Customers expect to get what they want in their mobile moment. They expect
to access any information or services from any device, in their immediate
context, at their moment of need. As a result, mobility has become central to
the delivery of a high-quality customer experience and often, by extension,
the employee experience.
IT and business decision-makers must enable employees to seize their
mobile moment, particularly those employees out in the field who must deliver
high-quality service and support to customers directly on a daily basis. To
enhance field service workers’ productivity and, ultimately, service quality,
organizations must mature their current enterprise mobility approaches by
strengthening their mobility strategy, its alignment across business units, and
its integration with other business systems. The most mature organizations
are taking a holistic approach that combines enhancing security, leveraging
data analytics, and using cloud-based services to deliver differentiating
mobile experiences for customers and employees and achieve results.
In January 2015, HP commissioned Forrester Consulting to conduct a custom
study of 271 IT and business decision-makers from companies with more
than 500 employees. The study explored the business priorities, technology
initiatives, and mobility maturity in support of field service workers. All
respondents were manager or director level and above. All respondents
clearly understood the field service worker strategies at their organization.

2. 1
Customer Experience Tops
Business Priorities For 2015
In today’s business ecosystem, customers are in the driver’s
seat. They are increasingly empowered as they become
more connected. The focal challenge for organizations
today, which is key to commercial success, is to ensure that
business-to-customer interactions meet customer
experience requirements. In order to deliver that customer
experience, employees must have the tools they need and,
in many cases, have also come to expect. Not surprisingly
then, IT and business decision-makers are recognizing
these imperatives and prioritizing the following business
initiatives for 2015 (see Figure 1):
› Improve customer experience. Over three-quarters
(78%) of IT and business decision-makers surveyed
identified improving the experience of their customers as
a critical or high priority for 2015. This means that firms
will need to take a systematic approach to the design and
delivery of external business services to ensure that they
are tuned to understand, connect, and serve customers at
their moment of need.
› Grow revenue and reduce costs. In addition, and not
surprisingly, respondents identified the need to grow
revenue (77%) and reduce costs (72%) as a high or
critical priority for 2015.
› Improve workforce productivity. In support of other
priorities, organizations are looking to improve workforce
productivity. Optimizing business processes and enabling
innovation allow employees to more easily meet customer
expectations efficiently and effectively.
› Improve data and information security. An equally
critical priority for 2015 is the need to improve data and
information security across the organization. Better and
secure access to information improves employee
productivity and the customer experience, allowing
organizations to meet basic business objectives of growth
and cost control.
Organizations have ambitious business priorities for the
coming year. They are investing in new tools to empower
their workforce to deliver better customer service. For
example, 83% of respondents agreed or strongly agreed
that they must improve the use of data analytics to improve
business decisions and outcomes to help meet their
business priorities in 2015.
Information Workers Boost
Productivity With Mobile Technology
Employees have already leveraged different mobile
solutions to support their work activities. Forrester’s
Business Technographics Global Telecom And Mobility
Workforce Survey, 2014, revealed that almost half (47%) of
information workers from France, Germany, the UK, and the
US, on average, spend 3 or more hours per day using a
smartphone or tablet for work-related activities. The same
survey also highlights the growing use of different
applications and services that are being used by information
workers — from traditional applications such as email, web
browsing, and calendar to more sophisticated tools such as
instant messaging, file sync and share, web meetings, and
presentation and word processing tools.
Leveraging tablet and smartphone devices and tools is even
more crucial for field service workers and engineers.
Accessing critical customer information, technical
specifications, inventory availability/location, and diagnostic
information while on the move is essential to ensure delivery
of high-quality field service. For example, repair technicians
may leverage their tablet devices to access complex
diagrams and other technical specifications to enable them
to quickly engage with support staff and diagnose faults on
specialist machinery. Or, for example, security guards may
FIGURE 1
Improving Customer Experience, Growing
Revenues, And Reducing Costs Are Top Business
Priorities For 2015
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
“Which of the following initiatives are likely to be your
organization’s top business priorities for 2015?”
Critical priority High priority
Improve the experience of
our customers
35% 43%
Grow revenues 35% 42%
Reduce costs 26% 46%
Improve workforce productivity 26% 46%
Improve data/information security
across the organization
35% 36%

3. 2
leverage their mobile devices while patrolling a site to report
any building faults that occur during their night shifts.
Yet there is a gap between what employees want and need
and what they have. Despite technology and business
decision-makers recognizing the need to improve workforce
productivity, only half of the information workers in
Forrester’s Business Technographics Global Telecom And
Mobility Workforce Survey, 2014, said they are satisfied with
the technology they have at work — or even technology
management’s ability to provide the tools they need for
work. As workers also leverage and demand more mobility
solutions to support their work activities, technology
management leaders must continue to implement and
execute on comprehensive enterprise mobility initiatives that
enable workers to fulfill all their work activities, regardless of
the device they use.
ENTERPRISE MOBILITY INITIATIVES FOCUS ON
SECURE MOBILE ACCESS TO INFORMATION
Over 80% of organizations identified expanding their
mobility strategy as a key enabler for meeting business
priorities over the coming year. Organizations recognize that
they must continue to refine and improve their enterprise
mobility strategy to ensure that they are able to meet the
growing demands of increasingly mobile-savvy customers
and workers. To meet these expectations and improve
employee satisfaction with work, technology and business
decision-makers prioritize mobility initiatives that (see Figure
2):
› Improve security of information/data available to
employees through mobile. As more and more
business processes and customer engagements are
conducted through mobile channels, it is more important
than ever that firm’s secure applications, content, and
devices across a broad ecosystem of operating systems
and form factors. Sixty-nine percent of survey
respondents prioritize the improvement of security of
information and data on mobile devices, with 34%
reporting mobile security as a critical priority.
› Leverage more cloud-based services to better
support mobile access. Over two-thirds (69%) of those
surveyed also plan to deploy cloud-based services to
better support mobile access. Cloud-based tools allow
organizations to empower employees to access business-
critical information from anywhere, at any time, and to
manage their own mobile applications and devices.
› Create a comprehensive multichannel strategy. To
better serve the customer across all touchpoints of the
customer journey, IT and business decision-makers
recognize the importance of their mobility strategy to
create a comprehensive multichannel strategy (64%).
Allowing seamless engagement between all customer
touchpoints, whether it be the website, call center, or
mobile device, is very important to improving the
customer’s experience. This requires a holistic approach
to integrating mobile into other back-office applications,
such as enterprise resource planning (ERP), customer
relationship management (CRM), and order management
system (OMS) applications. Such integration would allow
field service workers to access customer information and
all their interactions with the organization regardless of
their access channel.
› Expand access to information and applications for
mobile employees. Sixty-three percent of respondents
also identified increased access of information and
applications for mobile employees, including field service
workers, as an enterprise mobility initiative. This is tied in
closely with the priorities to improve the security of
information/data and allow better access through cloud-
based services on mobile devices.
FIGURE 2
Enterprise Mobility Priorities Focus On Improving
Security And Leveraging Cloud
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
“Over the next 12 months, how important will each of
the following enterprise mobility initiatives be?”
Critical priority High priority
Improve security of information/data
available to employees through
mobile devices
Leverage more cloud based services to
better support mobile access
Create a comprehensive multichannel
strategy (mobile, tablet, web, face-to-
face) to better serve our customers
Expand access to information and
applications for mobile employees,
including field service workers
34% 35%
27% 42%
29% 35%
24% 39%

4. 3
Mobility Maturity Drives Business
Value
To assess the maturity and sophistication of mobility
solutions within the organizations, Forrester asked survey
respondents to assess their organization’s mobility
capabilities across four dimensions: mobility strategy,
mobility alignment, information and application access, and
field service. Respondents were asked if their organization
has a well-defined mobility strategy, how well-aligned it is
across different business units, how well users can access
back-office applications on their mobile device, and how
they measure the effectiveness of field service mobility
solutions. Analyzing the results, Forrester was able to
segment respondents into five categories (see Figure 3):
› Mobility laggards. Thirty-one percent of respondents’
organizations fall into this group. These organizations fail
to meet mobility needs of both customers and employees,
as they lack the proficiency in each of the four
dimensions: strategy, alignment, information and
application access, and field service.
› Mobility opportunists. Only 6% of respondents are
classified as mobility opportunists. They have the back-
office integration to allow strong information and
application access on mobile devices but lack the strategy
and business alignment needed to fully benefit from this
integration.
› Mobility strategists. This group of respondents
demonstrated excellent strategy and alignment but lacked
execution in information access and field service
enablement. Seven percent of the respondents in our
study fall into segment.
› Mobility specialists. Thirty-five percent of respondents
are classified in this category. These organizations have
some degree of competence across all four domains.
These organizations did not demonstrate the full mobility
capabilities required to offer industry-leading mobility
solutions for customers and employees.
› Mobility experts. Twenty percent of the respondents fall
into this category. These organizations demonstrated
significant competence across dimensions to maximize
business value from investments in mobility solutions.
Mobility experts are customer-obsessed and boost
productivity of field service workers with tools and
services that allow them to deliver excellent customer
experiences.
MORE CUSTOMER-OBSESSED MOBILITY EXPERTS
ENABLE HIGH-QUALITY FIELD SERVICE
Comparing mobility experts with other maturity segments
revealed distinct differences in business priorities and
practices, including:
› Greater focus on customer experience. The vast
majority (93%) of mobility experts highlighted the need to
Close-up on mobile experts: This category
tended to be dominated by US (35%) and UK
(27%) organizations with large employee sizes
(64% of organizations in this group have more
than 5,000 employees). This group spanned all
verticals, with electronics and high tech (25%)
having the strongest representation.
FIGURE 3
Organizations Fall Into Five Levels Of Mobility
Maturity
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
Informationaccess/
fieldservice
Strategy/alignment
Mobility
laggards
31%
Mobility
specialists
35%
Mobility
experts
20%
Mobility strategists
7%
Mobility opportunists
6%

5. 4
improve the experience of their customers as a high or
critical priority for 2015 versus 74% for all other segments.
› Differentiation in the marketplace. Mobility experts
realize the importance of improving the differentiation of
their products and services from competitors to help grow
revenue. Eighty-four percent of mobility experts identified
this as a top business priority for 2015, with only 51% of
the other segments recognizing this as being a high
priority.
› Field service enablement. To better support employees’
out-of-office work activities, mobility experts typically offer
more mobile applications and tools, developed both in-
house and by third-party organizations (see Figure 4).
The study also highlighted that a third of mobility experts
update or release new versions of smartphone/tablet
applications for field service that they developed in-house
at least every month. Mobility experts recognize that fixing
any bugs and adding new features and functions to
mobile applications is critical to enable field service
workers to conduct their tasks efficiently and effectively.
MOBILITY EXPERTS LEVERAGE PRODUCTIVITY AND
COLLABORATION APPS FOR FIELD SERVICE
WORKERS
One of the key initiatives that survey respondents identified
to help meet business priorities is the need to increase
quality of IT support for field service workers. Almost all
(96%) of mobility experts agreed that this is a key enabler to
meet business objectives in 2015. To explore how
organizations are supporting field service workers today, IT
and business decision-makers were asked about the
tools/applications that are available for field service workers.
The survey revealed that many more mobility experts have
already implemented applications and tools for field service
workers compared with other segments (see Figure 5).
Eighty percent of mobility experts have already
implemented or are expanding/upgrading their
implementation of productivity applications, such as word
processing and presentation tools. A further 75% of mobility
experts have already invested in collaboration and
webconferencing applications. Seventy-three percent of
respondents have already implemented or are in the
process of implementing servicing (e.g., order management,
troubleshooting, etc.) and customer (e.g., customer
management systems, dispute resolutions, and delivery
tracking) applications.
FIGURE 5
Mobility Experts Invest In Productivity And
Collaborations Apps For Field Service Workers
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Note: top five responses shown
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
“What types of applications/tools does your firm make
available or plan to make available to field service workers?”
(Respondents who selected expanding, upgrading,
implementing, or implemented)
Mobility
experts
Others
Productivity apps 80%
48%
Collaboration/file
sync and share apps
75%
46%
Web/video
conferencing apps
75%
47%
Servicing apps 73%
73%
41%
Customer apps
44%
FIGURE 4
Mobility Experts Offer Many Mobile Applications
To Field Service Workers
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Note: “don’t know” responses not shown
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
“How many smartphone or tablet applications has your
firm deployed for field service workers?”
Developed in-house
Mobility experts
Others
No apps 9%
19%
One to 10 apps
11 apps or more
56%
60%
33%
15%
Developed by third-party mobile app developer
Mobility experts
Others
No apps 7%
7%
One to 10 apps
11 apps or more
53%
63%
36%
24%

6. 5
Investing In Mobility Solutions For
Field Service Workers Leads To
Uplift In Customer Satisfaction
As the survey has shown, IT and business decision-makers
have already made substantial investment in the tools and
services offered to field service workers. These investments
have yielded significant upsides, especially for mobility
experts who have underpinned their investment with a
strong mobility strategy that is aligned throughout the
business, integrated with a variety of back-office systems,
and supports field service workers (see Figure 6). These
upsides include:
› Improved customer satisfaction. Over 80% of mobility
experts have seen an increase in customer
service/satisfaction through their investment in mobile
devices and applications for field service workers. Having
the right tools and services available at their fingertips
allows field service workers to deliver high-quality
customer service by addressing and resolving an issue in
the moment and context of need.
› Better cross-sell and upsell opportunities. Almost two-
thirds of mobility experts have also seen an increase in
revenue though increased cross-sell/upsell opportunities
because their investment in mobile devices/applications
for field service workers allows quick access to
information on related products and services.
› Better brand awareness. Sixty-four percent of mobility
experts are seeing substantial upsides in their brand
awareness through increased investment in tools and
devices for field service workers.
› Faster resolution times. Over half of all respondents
have achieved or expect to achieve faster resolution times
through their investment in tools and services for field
service workers.
A field repair technician, armed with a tablet
device that shows all relevant technical
specifications of a faulty complex machine, will
be able to access the information right at the
moment of need and engage with offsite
support staff to quickly resolve the issue and
minimize any disruption to their customer.
A security guard patrols a site armed with a
smartphone application that processes low
urgency faults — in the mobile moment —
without contacting the help desk. This frees up
support staff time for more urgent matters that
need to be resolved quickly.
FIGURE 6
Investment In Field Service Has Led To Improved
Customer Service And Faster Resolution Times
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
“Which of the following have you achieved through
investment in mobile devices and applications
for field service workers?”
Mobility
experts
Others
Improved customer service
(e.g., improved satisfaction)
82%
62%
Growth in revenue through
increased cross-sell/
upsell opportunities
64%
46%
Better brand awareness/
stronger brand
64%
37%
Faster resolution times 60%
54%
Differentiated products/
services from our
competitors
58%
34%
Lower operational costs/
improved process efficiency
47%
39%

7. 6
Conclusions: Boost Your Mobility
Maturity
The Forrester Technology Adoption Profile survey revealed
that mobility experts are able to offer differentiated mobility
services for field service workers and ultimately achieve
better business results. To do so, these mobility experts:
› Adopt a holistic approach to their mobility strategy
for field service workers. Mobility experts consider data
analytics, cloud, and security when executing their
mobility strategy.
› Engage with technology service firms to support
them on their journey. Over 70% of mobility experts
have engaged or will engage with a technology service
firm to support their mobility initiatives (see Figure 7).
These firms help address gaps in resources, skills, and
knowledge required to be true mobility experts.
› Understand and develop mobile moments for field
service workers. Mobility experts ensure field service
workers can get what they want in the immediate context
and moment of need. Organizations should assess and
prioritize these mobile moments that have a direct impact
on a customer’s experience.
› Define clear key performance indicators (KPIs) to
track and measure their mobility investments.
Investment in mobile applications and services for field
service workers is only the first step. Organizations must
then also define KPIs to track and measure the
effectiveness (on customers and productivity) of their
investment in applications and services for field service
workers.
FIGURE 7
Mobility Experts Turn To Technology Services
Firms To Help Support Mobile Initiatives
Base: 271 IT and business decision-makers at organizations with more
than 500 employees
Source: A commissioned study conducted by Forrester Consulting on
behalf of HP, January 2015
“Which of the following types of third-party services or
consulting firms has your firm hired or expect to
hire to support mobile initiatives at your organization?”
Mobility
experts
Others
Technology services firm 71%
65%
Management/business
consultant
47%
40%
Digital/interactive
agency
47%
34%

8. 7
Methodology
This Technology Adoption Profile was commissioned by HP. To create this profile, Forrester leveraged its Business
Technographics Global Telecom And Mobility Workforce Survey, 2014. Forrester Consulting supplemented this data with
custom survey questions asked of 271 IT and business decision-makers with more than 500 employees to explore the
business priorities, technology initiatives, and mobility maturity in support of field service workers. All respondents were
manager or director level and above. All respondents clearly understood the field service worker strategies at their
organization. The auxiliary custom survey was conducted in January 2015. For more information on Forrester’s data panel
and Tech Industry Consulting services, visit www.forrester.com.
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