Enterprise Mobility Setting Strategy

1. Enterprise Mobility – setting strategy
Rob Bamforth,
Principal Analyst, Quocirca Ltd
June 23rd 2009

2. Agenda
• Mobile vision and strategic reality
• The distributed and extended enterprise
• Technology balancing acts
• Mobile strategy objectives
© 2009 Quocirca Ltd

3. The Mobile Vision
• Flexibility
• Choice
• Anyone, anytime, anywhere on anything
Martini for the user…
..but a bitter (expensive) pill for IT manager?
© 2009 Quocirca Ltd

4. Increasing mobility
0% 20% 40%
Increase significantly
Increase a little
Remain about the same
Decrease a little
Source: Quocirca telecom expense management research 2008
How will the number of mobile users change over the next 12 months?

5. 0% 20% 40% 60% 80% 100%
2008
2007
2006
2005
Broad/extensive Some significant Numerous small
Source: Latest + historic Quocirca UK convergence/mobile research
How far has mobile email been deployed across the organisation?

6. Mobile applications widen
0% 20% 40% 60% 80% 100%
Voice calls
Text messaging
Mobile email
Mobile web browsing
Mobile Instant Messaging
Push to talk
Both Outside only Inside only
Source: Quocirca SMB communications research 2008
What mobile applications are valuable within or beyond the premises?
Flexibility within
New uses beyond

7. 0% 20% 40% 60% 80%
Competitive advantage
Access for existing workers
Improve customer service
Allow more to be mobile
Cost of travel
Corporate strategy
Technology interest
Cost of office space
Source: Quocirca UK convergence/mobile research 2007
What is driving the need for mobile and remote usage?
Tactical
values

8. 0% 20% 40% 60% 80% 100%
Internet & UK SMBs 2008
Mobility EU Enterprises 2007
Mobility EU Enterprises 2006
Mobility EU Enterprises 2005
All in existing strategy Retro-fit to new one One planned None planned Unsure
Source: Quocirca communications research 2005, 2006, 2007 & 2008
How much is part of a formal strategy?
Mind the gap between ‘planned’ and ‘done’

9. 0% 20% 40% 60% 80% 100%
2008
2007
2006
Planned in mobile budget Unplanned Drop in IT & fixed No increase
Source: Quocirca communications research 2005, 2006, 2007 & 2008
Where do the additional funds come from for increases in mobile spending?

10. Shift in the enterprise agenda
© 2009 Quocirca Ltd
Past Need Importance
Connections and circuits Clouds and packets
Pay for access Pay for service and quality
On premise On demand
ICT by products XaaS
Cost proportionate to use Flat rate
Separate channels Seamless
Dedicated, proprietary Open, multiplicity
Connected enterprise Extended enterprise
Simple media Rich media
Growth Survival

11. Distributed and extended
© 2009 Quocirca Ltd
• Home working
• Mobile
• Flexible working
• „Hot desking‟
• Handy‟s cloverleaf model – outsiders inside

12. Pure on-
premise
Pure on-
demand
Rich
client
Browser
based
Traditional
Internet search
In-house deployment
Enterprise search
The networked enterprise

13. Challenges for the enterprise
© 2009 Quocirca Ltd
Challenges Mobile Strategy Requirements
Cost control Cost management
Connection diversity Complexity management
De-perimeterisation Security management
Availability Resilience management
Technology complexity Risk management
Shadow ICT Deployment management
Work/Life balance Employee management
Communications fidelity Quality management
Legacy solutions Migration management

14. Technology balancing act
© 2009 Quocirca Ltd
• Connection (Fixed / mobile)
• Communication (Voice / data)
• People (Freedom / limited)
• Network (WiFi / Cellular)

15. 0% 20% 40%
Cost control
Security
Common standard
Prevent employee abuse
What is the aim of policies for the business use of mobile phones?
Mobile phones are a challenge
Source: Quocirca telecoms costs research 2008
The same?

16. What‟s the impact on falling tariffs on total mobile costs?
Not a simple formula
Source: Quocirca telecoms costs research 2008
0% 20% 40% 60%
They are falling
No, rising or unaffected
More users Higher usage Tariffs rising More travel Not clear

17. Who really cares about costs?
Source: Quocirca telecoms costs research 2008
0% 20% 40% 60% 80% 100%
Commercial managers
IT Managers
Telecoms managers
Yes More or less No Unsure
Is there sufficient accuracy and detail in communications billing?
My budget (my bonus)

18. Is it worth it?
0% 20% 40%
Cost is not an issue
Costly, but worth it
Expensive, need to bring under
control
Expensive but already under control
Source: Quocirca SMB communications research 2008
What is the view of mobile data usage costs to the businesses that use it?

19. Adoption fears – mobile data costs
0% 20% 40% 60%
Widely used
Limited use
More planned
Not an issue
Costly, but worthwhile
Expensive, need to control
Expensive but under control
Source: Quocirca SMB communications research 2008

20. Expectation, Desire, Fear and Reality
“superfast mobile broadband”
“Live online”
“no need for a landline, wires, hotspots or
Wi-Fi hubs”
“zip through emails”
“watch YouTube howlers as you wait for
the bus”
© 2009 Quocirca Ltd

21. „Shadow‟ ICT & Generation IP
© 2009 Quocirca Ltd

22. Coverage challenges
0% 20% 40%
At work
Working at home
OccasionallyOften
ProbablyYes, definitely
5% have to go outside
16% move around the office
Do employees ever have problems getting a mobile signal?
Source: Quocirca SMB communications research 2008

23. Mobile broadband coverage needs
0% 20% 40% 60% 80% 100%
Other premises (customers, partners)
Travelling nationally
At home
Travelling internationally
In the office
Very Fairly important Neutral Fairly unimportant Unimportant
Source: Quocirca SMB communications research 2008
How important is mobile data access in these locations?

24. Wi-Fi accepted
0% 20% 40%
Already widely used
Only limited usage
Company premises
Public hotspots
Source: Quocirca SMB communications research 2008
Where are wireless LANs being used?

25. Mobility strategy balancing act
0% 20% 40% 60% 80% 100%
Present
2007
2006
2005
Towards Wi-Fi Emphasis about the same Towards cellular Unsure
Standard on laptops
Accepted in home and office
Source: Quocirca European enterprise mobile communications research
Is the trend moving towards Wi-Fi or cellular?
Flatter tariffs, cheap‟ dongles
Single contract

26. Social employees
0%
20%
40%
60%
80%
100%
Liverpool
London
Manchester
Midlands
North East
North West Scotland
South Coast
South East
South West
Wales
Blogging
VoIP
IM
Browsing
Other personal
Social Networking
Source: Quocirca SMB internet research 2008
What personal internet usage is there by employees?
Ban, block or cajole?

27. The cost of sociable roaming
• 30 minutes of video roaming in Valencia? £30-£450
• 1 hour on Facebook in Florida? £25-£30
• 20 minutes of Britney in Bruxelles? £10 - £60
• The look on the face of the Finance Director when they
see the bill…….priceless!
• According to Quocirca telecom expense management research
in 2008, only half of UK companies make employees pay in
full for personal use of business mobiles (40% don‟t even
account for employee personal use….)
© 2009 Quocirca Ltd
FM quality MP3 ~1MB/min, YouTube video ~5MB/min, average web use ~5MB/hour (15 average pages)

28. The needs of enterprise roaming
0% 20% 40% 60% 80% 100%
Quality and coverage
Flatter/predictable tariffs
Overall cost
Network independence and choice
Simplicity or clarity of billing
Home from home experience
Very Fairly important Neutral Fairly unimportant Unimportant
Source: Quocirca European enterprise mobile communications research 2007
What is important for roaming business travellers?

29. Enterprise mobility strategy
© 2009 Quocirca Ltd
• Connection (Fixed / mobile)
• Communication (Voice / data)
• People (Freedom / limited)
• Network (WiFi / Cellular)
Seamless, but with control

30. Conclusions
• Still a relentless appetite for connectivity on the move
• Personal drivers are sometimes clearer than business ones
• „Ad hoc‟ outnumbers „to plan‟
• Costs need to be visible and predictable
• Business strategy should be seamless with control
© 2009 Quocirca Ltd
“are we there yet?” – No, but well on the way

31. Thank you
Any questions?
All Quocirca reports are freely available from www.quocirca.com
© 2009 Quocirca Ltd