1. Na#ve
apps
vs.
Mobile
web
apps
in
the
enterprise
Myth,
Reality
and
Trends
29
May
2012,
MOSQUITO
Workshop,
Paris
Vishal
Jain
Analyst,
Mobile
Service

2. 451
Research
New
York
City:
HQ
Staff
of
200+
Founded
in
2000
Offices
in
London,
San
Francisco
&
Boston
40+
Analysts
Analyzing
the
business
of
enterprise
IT
innova#on

3. Crack
the
conundrum
•
App
development
and
deployment
landscape
•
Beyond
the
na#ve
vs
mobile
web
debate
•
Trends
in
app
development
•
Conclusion
•
Thanks
and
Ques#ons

4. Rise
and
rise
of
na#ve
apps
500,000 1,000,000
400,000 800,000
300,000 600,000
Total apps
200,000 400,000
100,000 200,000
0 0
2008 2009 2010 2011
Apple App Store Nokia Ovi Store Samsung Apps Windows Marketplace
Android Market RIM App World Amazon Android
App Store
Source: 451 Research Estimates and Company Data. November 2011

5. App
development
and
deployment
is
no
longer
a
soXware
project
• Picking
industrial
scale
in
the
enterprise
• Simple
to
Complex
apps
• Not
just
integrate
but
also
manage
• Manage
and
nurture
the
development
and
deployment
environment
• Control
mul#ple
variables
• NO
SIZE
FITS
ALL

6. Because
mobility
is
transforma#onal!!!
How do you view mobility within your organization?
Don't see a need for
mobility in our Not really
organization - will necessary for
not invest here our business
Nice to have for our
business, but we
can do without it
Has fundamentally
changed the way
we do business
(transformational
change)
Has changed the
way we do business
for the better (i.e.
faster response
times)
n:268,
451
Research
Survey,
May
2012

7. Beyond
na#ve
vs.
mobile
web
Na#ve
Mobile
Web
Virtualisa#on
• OEM
provided
• Lots
of
3rd
party
• None
required
Tooling
development
tools
development
• Minimal
config
tools
• Controlled
• Free
for
all
• Hypervisor
Management
ecosystem
• No
lock-­‐down
gaining
interest
• Cer#fica#on
• Evolving
security
• Kill
and
wipe
domain
• Evolving
• Same
as
for
• Defined
technology
desktops,
no
Ecosystem
distribu#on
and
• New
business
change.
Allows
mone#sa#on
models
but
none
one
to
replicate
model
has
“unfair
across
mul#ple
advantage”
OS
Hybrid
Apps
=
Na#ve
+
Mobile
Web
PhoneGap
Good
Dynamics
Or
Combina#on
of
fat
+
thin-­‐client
compu#ng
Framehawk
Worklight
Use
of
JavaScript
to
make
na#ve
calls
where
func#onality
not
supported

8. What
does
the
enterprise
expect
Please indicate the degree to which each of the statements below matches concerns your company may have
with deploying mobile technologies?
250
200 Strongly disagree
150 Disagree
100 Neither agree nor
disagree
50 Agree
0 Strongly agree
I
in
f
taff
d
ile
dd
ake
t RO
re o
n
mob
low
ty a
ill a
IT s
ill m
natu
bou
ly s
s-w
curi
ent
new
s-w
ed a
ical
tive
t se
curr
cern
n
cern
stor
hibi
cern
bou
/trai
with
con
y hi
t p ro
con
ed a
hire
con
ited
fied
pan
No
Cos
cern
d to
're
Lim
is
Com
We
Sat
Nee
Con
n:268,
451
Research
Survey,
May
2012

9. 0.0%$
10.0%$
20.0%$
30.0%$
40.0%$
50.0%$
60.0%$
70.0%$
80.0%$
90.0%$
100.0%$
Ema
Busi
n il$
ess$
In telli
gen
Co l l ce$
ab o
ra@o
n$to
o l s$
CRM
C u st
ome $
r$fac
ing$a
pp$
ERP
$
Expe
nse$
Field
$Ser
vice
GPS $
$Na viga
@ on $
Inst
ant$
Mes
Where
is
mobility
in
the
enterprise
sagi
ng$
IT$su
ppo
rt$to
o l s$
POS
$O $C r
edit
$car
d$
Prod
uc@
vity
Soci $
al$ne
two
rkin
g$
Ti m
e$tra
ckin
Trav g$
el$m
What%types%of%applica/ons%does%your%organiza/on%use%on%SMARTPHONES.%
an a
gem
ent$
Non
e$

10. Where
is
mobility
in
the
enterprise
What%types%of%applica/ons%does%your%organiza/on%use%on%SMARTPHONES.%
Three
waves
of
mobility
100.0%$
90.0%$
• 1st
–
mobile
email
80.0%$
70.0%$
• 2nd
–
mobile
applica#ons
60.0%$
• 3rd
–
mobile
cloud
compu#ng
–
apps
decoupled
from
the
device
50.0%$
40.0%$
30.0%$
Already
caused
disrup#on
beyond
desktops
20.0%$
10.0%$
• RIM
0.0%$
• Personal
Naviga#on
Devices
il$
$
pp$
$
nse$
$
on $
ng$
d$
g$
g$
e$
ent$
ce$
o l s$
$
o l s$
CRM
ERP
vice
vity
Ema
rkin
ckin
Non
$car
gen
sagi
ing$a
@
n$to
rt$to
gem
Expe
uc@
$Ser
• Field
service
handhelds
viga
edit
two
e$tra
telli
Mes
ra@o
r$fac
ppo
Prod
Field
an a
$Na
$O $C r
al$ne
In
Ti m
ant$
IT$su
GPS
el$m
ab o
ess$
ome
POS
Soci
Inst
n
Co l l
Trav
C u st
Busi

11. How
are
they
developing
the
next
killer
app
Rank platforms in the priority that your organization targets while developing or procuring a mobile
application?
180
160 Primary (first choice)
140
120
100 Will develop in parallel
80 (multi-platform approach)
60
40 Will consider
20
0
Future plan, +6 months
S
5
0
rry
id
nux
o
ne
CE
a
7
8
XP
TML
rry 1
aem
Vist
le iO
ndro
ws
ws
Pho from now
kBe
e Li
ws
ws
do
do
ws
ia M
kBe
r (H
Ap p
le A
do
do
Blac
ws
Win
Win
il
Ignore - no development
Mob
do
Win
Win
wse
Blac
do
Nok
g
plans
Win
Goo
Win
Bro
N:168,
451
Research
Survey,
May
2012

12. Using
the
best
of
breed
Eventually
Na#ve
Set
the
Hybrid
move
as
Browser-­‐
movement
bar
approach
technology
based
matures
• Established
app
• Uses
the
best
of
• As
the
security
store
model
web
development
model
matures
• Established
for
and
na#ve
and
publishing
security,
sandbox,
packaging
ecosystem
become
permissions
and
• Not
highly
available
trust
op#mised
although
• Browser
evolu#on
• Allows
high
suited
for
less
runs
neck
to
neck
op#misa#on
for
complex
apps
with
the
evolu#on
the
device
form-­‐ • Allows
enterprises
of
features
on
factor
to
reuse
exis#ng
smartphones
developer
resources
and
infrastructure

13. Total
Cost
of
Ownership
• Understand
the
cost
of
the
en#re
environment,
not
just
the
app
App#dev#cost#
• Build
vs.
Buy
!140,000!!
• Different
kinds
of
tools
across
!120,000!!
the
development
and
!100,000!!
deployment
chain
!80,000!!
• On-­‐Prem
!60,000!! Dev!cost!
• Hosted
!40,000!!
!20,000!!
• Zero-­‐install
(SaaS/PaaS)
!"!!!!
• Where
do
your
business
App!dev!"! Consumer! Consumer! Emp!Info! Emp!Xtn!
mktg!app! Info! Xtn!
rules
sit
• App
• Backend
• Middleware

14. Conclusion
Transi#on
from
2nd
Wave
into
the
3rd
wave
of
mobility
• Demand
for
ROI
• Drive
towards
cloud
applica#ons
• Performance
–
device
and
networks.
What
is
your
payload?
• Compe##on
of
business
models
–
walled
gardens
vs.
interoperable

15. Further
Read
Upcoming
reports
•
Applica#on
LifeCycle
Management
–
Understanding
how
enterprises
should
develop,
deploy
and
manage
apps
•
Evolu#on
to
Digital:
Mobile
Security
threats
and
tools

16. Thanks
and
Ques#ons
vishal.jain@451research.com
Emerging
Trends
in
mobile
commerce