Whitepaper on Mobility

1.
Mobility at a Crossroads
Are You Missing New Business Opportunities in
Mobility Management?
WHITE PAPER
www.sybase.com

2.
Contents:
The Changing Face of Business Mobility ................................................................................................... 2
New Opportunities for Traditional Service Providers............................................................................................2
What An Organization Needs to Effectively Manage It’s Mobility Infrastructure .................................... 3
Inside Managed Mobility.......................................................................................................................................3
The Million $ Managed Mobility Question: Should Managed Mobility Be a Corporate IT Responsibility
or A Vendor Provided Service? ..............................................................................................................................5
New Opportunities for Service Providers.................................................................................................. 6
Opportunities for Telecom Expense Management Providers ...............................................................................6
Opportunities for Carriers .....................................................................................................................................7
Opportunities for System Integrators....................................................................................................................7
Opportunities for OEMs ........................................................................................................................................8
What To Look for in a Managed Mobility Solution ................................................................................... 9
Making Managed Mobility Part of Your Business ................................................................................... 10
Notes ...................................................................................................................................................................11
Mobility at a Crossroads

3. The Changing Face of Business Mobility
Industry analysts estimate that more than 95% of enterprises are currently implementing or planning to
implement new mobility initiatives.1 Modern mobility is transforming the way business works. As
smartphones, tablets, and other mobile devices become the data access and communication tools of choice
in the work place, the systems needed to support this new generation of mobility are changing.
New Opportunities for Traditional Service Providers
Many companies today are faced with a choice. Do we manage mobility internally, or do we outsource to a
provider who offers mobility software as a service (SaaS)? For most companies, the right answer is not
necessarily clear cut. However the demand for managed mobility solutions is rising. According to VDC
Research, by 2013, 25% of all mobility deployments will be hosted SaaS type solutions.2
Traditional telecom and IT service providers can fulfill many requirements of this new generation of
business mobility by expanding their current service offerings. By adopting the right managed mobility
platform as the basis for providing business mobility services, traditional service providers have a real
opportunity to dramatically grow their businesses. Let’s see how.
2 Mobility at a Crossroads

4. What An Organization Needs to Effectively Manage
It’s Mobility Infrastructure
The diagram on this page shows key management tasks that make up a managed mobility solution.
In some ways, managed mobility
performs services similar to those
used to manage other end‐user
computing systems in the
enterprise. Devices need to be
purchased, configured and
provisioned with software, secured,
protected against theft, and
decommissioned at the end of their
life cycle.
Mobility solutions for yesterday’s
information worker typically
extended the desktop to a laptop.
The mobile computing environment
was the same as the desktop
environment, except that workers
could now take it with them.
What’s different about managing
today’s mobility? Several factors
make managing mobility a challenge
for traditional Corporate IT
departments. These include:
 With smartphone based
mobile solutions, the
mobile network itself is provided by outside vendors – the phone service carriers. This means
carriers have a necessary role to play in business mobility.
 Employees are increasingly usurping IT’s traditional role of selecting the devices they use at work.
 Client applications designed for mobile handsets are not the same as those that run on client
desktops. That means modern business mobility requires a whole new layer of application
development and management.
 Mobile devices are harder to track and easier to lose. These factors change the way companies
secure and maintain devices.
Let’s take a closer look at what is needed to manage modern business mobility.
Inside Managed Mobility
The following table lays out the essential services needed to manage business mobility. It also lists those
business entities that have roles in the different aspects of a managed mobility solution.
Mobility at a Crossroads 3

5. Managed Mobility
Application
Device Development Security Operational Performance Expense
Management and Management Support Monitoring Management
Provisioning
SERVICES
Services typically needed to manage enterprise mobility.
 Device  Application  On‐device  Self service  Application  Contract
Procurement development Encryption support Monitoring Management
 Device and  Device and user  Help desk  Managing  Dispute
activation customization authentication support and resolution
 Configuration  Application  Virus protection  Application monitoring  Usage
and software provisioning and firewall self‐healing software accounting
provisioning  Application management  Automated license use and auditing
 Compliance updates  Backup and syncing and  Compliance  Service and
tracking  Data migration restore data retrieval Tracking billing
 Remote lock  Network access  Automated  Device optimization
and wipe management electronic Monitoring  Cost
 Device locating  Remote lock and file  Network allocation
 Device wipe distribution Monitoring  Payment
inventory  Process and  Usage and
 Device disposal policy cost
enforcement forecasting
 Trouble‐
shooting
SERVICE PROVIDERS
Entities that traditionally provide these managed mobility services.
 Corporate IT  Corporate IT  Corporate IT  Corporate IT  Corporate IT  Corporate IT
 Users  System  Users  Users  TEMs
 Telecom Integrators  System  System
Expense Integrators Integrators
Managers  Carriers  Carriers
(TEMs)
In today’s mobility environment, these services need to support a broad range of mobile devices, from
mobile PCs to smartphones to tablet devices like iPads. Additionally, there is a new consideration for those
involved in managing business mobility. Employees increasingly bring their own smartphone or tablet to
work seeking to access company systems. That's very different from the past when all devices were
corporate‐owned and corporate‐managed. This means employees have a role to play in managing their
mobility. It also means managed mobility service providers need to differentiate between personal and
business use when the same mobile device is used for multiple purposes.
So what does all this mean to traditional telecom and IT service providers?
4 Mobility at a Crossroads

6. The Million $ Managed Mobility Question: Should Managed Mobility Be a
Corporate IT Responsibility or A Vendor Provided Service?
The answer, of course, depends on the strategic objectives of those organizations that are ramping up their
business mobility strategies.
For some, particularly the very largest enterprises with tens of thousands of mobile employees whose
productivity depends on the strategic deployment of mobile solutions, it makes sense for their IT
departments to become their own corporate managed mobility service providers. They will purchase the
leading device and software management applications, security management solutions, and expense
management applications. They will develop their own mobile applications and integrate these with back‐
end servers and legacy data. They will become masters of their own mobility solution.
However many large companies will decide it makes more sense to invest their resources elsewhere. They
will seek vendors who can provide high performance managed mobility services. A cost effective managed
mobility service also makes managed mobility available to a large universe of small to mid‐sized companies
who do not have the budget to manage mobility in‐house. Many of these organizations are on the leading
edge of embracing mobility as part of their business operations, but they either do not have nor want to
invest in the resources necessary to manage their mobility deployments.
Clearly there is a huge opportunity for service providers. But how can a service provider offer managed
mobility services without making enormous investments in technology?
Suppose it was possible for a phone service carrier, a TEM, or a system integrator, to enter into a
partnership that would enable them to immediately expand their portfolio of service offerings?
These companies would suddenly be in a stronger competitive position in the rapidly growing market for
managed mobility solutions. And that is exactly what is happening. Let’s take a look.
Mobility at a Crossroads 5

7. New Opportunities for Service Providers
Business mobility is creating opportunity for service providers who can fulfill some or all of the managed
mobility functions required. New technology is now available which makes it easy for service providers to
expand their offerings.
For instance, Sybase Managed Mobility consists of four core components that service providers can use to
strengthen their managed mobility services:
 Sybase Managed Mobility SDK serves as the foundation for a managed mobility service. This
includes an integration framework to interface with external systems such as SMS aggregators or
telecom expense management (TEM).
 Afaria is the leading mobile device management and security solution in the market. It supports a
wide range of mobile devices including laptops, smartphones and tablets. It provides device
tracking, security management, and provisioning of mobile devices, and real time tracking of device
status.
 Sybase Unwired Platform (SUP) is a mobile enterprise application platform that provides tools for
building and deploying cross‐platform mobile applications. Developers use common programming
languages to create applications, then they use Afaria to stage the mobile applications for
deployment over the air to mobile devices.
 Managed Service Administration Portal is an online tiered administration portal that can be used
for membership management, service plan assignment, and reporting across multiple service
providers, companies, and subscribers.
Sybase Managed Mobility enables companies to provide core mobility services via a Mobility as a Service
(MaaS) business model. The real question for service providers is whether the opportunity warrants
developing an organization to support new mobility management products and services. For a growing
number of service providers, the answer is clearly yes.
Opportunities for Telecom Expense Management Providers
Telecom Expense Management (TEM)
providers offer their customers telecom
management products and services that
typically include contract management,
billing and cost allocation, usage auditing,
and other telecom related functions. Some
providers offer TEM as part of a more
comprehensive Business Process Outsourcing
(BPO) solution.
TEM providers make their proprietary
software tools available to their customers by
either licensing the software directly, or
providing it as a hosted software service.
Demand for business mobility solutions is
creating new opportunities for TEM
providers. With functionality like that
provided by Sybase Managed Mobility, TEM
vendors are able to offer expanded services
in these ways:
 More granular and real time usage
monitoring and reporting;
6 Mobility at a Crossroads

8.  Real time user alerts;
 More detailed billing;
 Deeper device management capabilities on some platforms like remote device control, remote
application deployment and provisioning, application blacklisting and more.
 More efficient device management controls.
Quickcomm, one of the world’s leading TEM service providers, and Verizon Business, an enterprise mobility
service provider, have teamed up with Sybase to develop a comprehensive, carrier neutral managed
mobility solution. This managed mobility service offering, which is based on Sybase’s Managed Mobility
solution, enables Verizon Business to offer a comprehensive service that covers all aspects of managed
mobility, including application development and management, device management, operational support
and security management, and expense management.
Opportunities for Carriers
Telecommunication service carriers stay competitive by offering leading edge voice and data
communication capabilities to their corporate customers. As business mobility becomes a more important
part of business operations, many telecoms
are eager to provide more comprehensive
business mobility services.
A great example is Orange Business Services,
a France Telecom company. Orange provides
its customers a complete portfolio of
networking and business mobility products
and services. Sybase Managed Mobility
enables Orange to offer its customers a
breadth of managed mobility functions,
including:
 Mobile device management for
inventory control, upgrades and
distribution, and device
configuration;
 Application provisioning and
management, and email control;
 Performance monitoring and
cost management;
 Mobile Security management to
control access to corporate applications, enforce access codes, handle device lock and data wipe
policies, encrypt data stored in mobile devices and SIM cards, and distribute firewall and antivirus
applications.
Opportunities for System Integrators
System integrators build IT infrastructure and business process solutions by assembling component
hardware and software systems, typically from different vendors, and assuring that the assembled solution
works. In some cases they provide operational support to monitor and maintain the system.
As companies seek to mobilize their business processes, system integrators who are able to incorporate
mobility into their solutions will be in a stronger position than those who can not.
Mobility at a Crossroads 7

9.
A good example of this is a service provided
by Accenture that enables the company to
offer comprehensive mobile communications
solutions.
Accenture Mobility Operated Services
(AMOS) offers a “one‐stop shop” for an
enterprise’s mobile communications needs:
 AMOS works with a client to define
its overall mobility strategy.
 AMOS implements the supporting
architecture that enables mobility.
 AMOS then manages ongoing
operations in a managed service
capacity.
AMOS’s functions are wide ranging including
everything from mobile advertising and
tracking of fleet vehicles using mobile devices
to mobile health and safety services.
Opportunities for OEMs
OEM manufacturers develop software solutions for resale by other businesses. Taking advantage of hosted
software solutions that provide managed mobility functionality is one way OEMs are entering the business
mobility market.
MobiDM is an excellent example. MobiDM, a
mobility management product offered by
VeliQ, is powered by Sybase Managed Mobility.
VeliQ licenses its MobiDM product to other
companies, allowing them to offer managed
mobility services.
In June 2010 Vodafone Netherlands announced
that it was partnering with VeliQ to offer MaaS
to its enterprise customers. Vodafone
described managed mobility as a “vital add‐on
to its enterprise portfolio.”3
By adopting a software solution like Sybase
Managed Mobilty, OEMs can offer extended
services based on device management
capabilities. For example OC Transpo has been
the City of Ottawa, Canada’s public transit
provider since 1870. It currently operates
approximately 1,050 buses. OC Transpo chose
Bell Canada to design and implement a system (based on Sybase Managed Mobility technologies) that
includes placing mobile devices on buses. The system has already saved more than $1 million a year because
more efficient fleet allocation has reduced the need to purchase new buses.
Business mobility is providing lots of opportunities for service providers, but what is the best way to add
managed mobility services to your product offering?
8 Mobility at a Crossroads

10. What To Look for in a Managed Mobility Solution
Working with a visionary software vendor with a strategic focus on addressing mobility and hosting
requirements is the best way to add managed mobility capabilities to your current service offerings. There
are big benefits for customers who opt to provide their managed mobility services through a MaaS model
rather than through traditional licensed software. These same benefits accrue to service providers building
managed mobility capabilities into their own product lines. These include:
 Dramatically lower up‐front costs – licensing costs, deployment costs, and management expenses
are minimized.
 Speed time to market – Managed services can be deployed in much less time than on‐premises
solutions.
 Scalability – a hosted solution allows customers to easily scale their user base and add more
applications. The same goes for service providers.
 Protection against obsolescence –MaaS service providers keep their systems current with the
latest technology, which is extremely important in this environment of rapid growth in business
mobility.
However, not all managed mobility
software solutions offer the same value.
The illustration to the right summarizes
key components and features you should
look for when evaluating a hosted
managed mobility solution. Why are these
features important? Consider these points:
 Supports Multiple Networks and
Device Types – This allows your
customers flexibility in the
devices and services they use,
enabling them to adopt
technologies that work best for
their business strategy.
 White Label Management Portal
– Allows you to establish your
own brand identity around the
mobility management services
you offer.
 Single Console Management – A
single management console is the
most efficient way to manage a large fleet of devices, including security policies, software
provisioning, and data management.
 Robust Application Development Platform – Extremely important to companies who need to build
and customize applications, and to vendors offering mobile application development services.
 Seamless Integration With Existing Mobile Management Applications – You do not need to create
a lot of custom code to make the managed mobility solution work with your existing proprietary
products.
 Single Portal Supports Multiple Accounts – This enables many customers to log in and monitor
their individual mobility services through a common portal.
Mobility at a Crossroads 9

11. Making Managed Mobility Part of Your Business
Analysts continue to forecast rapid growth in enterprise mobility deployments in the coming years, and as
stated earlier, by 2013 25% of all business mobility deployments will be based on the SaaS model.4
Telecom services vendors and traditional IT service providers can quickly add managed mobility capabilities
to their offerings by integrating a MaaS managed mobility solution into their portfolios. Keys to successfully
incorporating managed mobility into your product offerings include:
 Look at ways you can enhance your current offerings with capabilities that support your customers’
business mobility initiatives. For example, if you are a system integrator, how can a managed
mobility platform enable you to include business mobility as part of your skill set and service
offering? If you are a TEM, how can a managed mobility platform enable you to provide deeper
levels of reporting, device management, and cost control than you are currently able to do?
 Look at how managed mobility enhancements to your own service offerings enable you to partner
with others and offer a more complete solution. A good example is the case in which Quickcomm
and Verizon Business teamed up to offer a comprehensive managed mobility solution based on
Sybase Managed Mobility.
 When evaluating managed mobility platforms that might become the backbone of your mobility
service offerings, go for best‐in‐class solutions. They outperform average solutions from both a
technical perspective and from the total cost of ownership perspective. This will make your
solutions more competitive on both a feature basis and a cost basis.
For more information about business mobility solutions, click here, or contact a Sybase or SAP representative.
10 Mobility at a Crossroads

12.
Notes
1
Allen, D. Enterprise Mobility Management Could Lower TCO By 78 Percent. Billing & OSS World June 11, 2010
2
VDC Research Press Release, “Growing Demand for More Sophisticated Mobile Professional Services
Delivered Through a Managed Service Model”, March 17, 2010.
3
“Vodafone announces Mobility‐as‐a‐Service for enterprise customers”
(http://www.veliq.com/website/veliq/index.cfm/press/vodafone‐announces‐mobility‐as‐a‐service‐for‐
enterprise‐customers/
4
VDC Research Press Release, “Growing Demand for More Sophisticated Mobile Professional Services
Delivered Through a Managed Service Model”, March 17, 2010.
SYBASE, INC.
WORLDWIDE HEADQUARTERS
ONE SYBASE DRIVE
DUBLIN, CA 94568‐7902 USA
Tel: 1 800 8 SYBASE
www.sybase.com
Mobility at a Crossroads 11
Copyright © 2010 Sybase, Inc. All rights reserved. Unpublished rights reserved under U.S. copyright
laws. Sybase, and the Sybase logo are trademarks of Sybase, Inc. or its subsidiaries. All other
trademarks are the property of their respective owners. ® indicates registration in the United
States. Specifications are subject to change without notice. 3/09.