MOBIQUANT : Yankee Group Enterprise Mobility predictions 2013 société

Page 1 © Copyright 2013

Enterprise Mobility 2013 Predictions

Chris Marsh, Principal AnalystJanuary 29, 2013


Agenda

Enterprise Mobility in 20122013 PredictionsQ&A


2012 in Review: Consumerization Rampant


2012 in Review: Complexity Exploded


2012 in Review: Consolidation Ramps Up


Agenda



1 80% of Companies Will Take the BYOx

Plunge as Consumerization Shows No Signs of Abating


80% of Companies Will Take the BYOx

Plunge as Consumerization Shows No Signs of Abating

Upshot: More and more companies will realize the need to accept their employees’

usage of consumer devices and

applications at work. In 2013 hybrid social identity and access management, personal storage and other consumer services

will further drive IT to reconsider its architecture and infrastructure services.

1

Employees; companies with forward‐thinking IT

departments; mobile virtualization and dual persona

providers such as Citrix, RIM and VMware; mainstream

consumer applications e.g. Microsoft (Skype),

Old style command and control IT departments


Tablet Penetration in the Enterprise Will Flatten Out

Upshot: Tablet penetration amongst employees slowed down throughout

2012, and will flatten by the end of 2013; 30% of employees will be using

one by year end, 80% will be employee‐owned. Beyond key use cases like

sales and field‐force automation, until more companies mobilize horizontal

business processes, and until tablets increase in practical utility, they

struggle to be more than an employee‐owned device for quick browsing,

email and PIM tasks on‐the‐go.

2

Laptop manufacturers; the most mobile workers who

benefit from a tablet form factor

Tablet manufacturers pushing the tablet as a wholesale

business laptop replacement

Page 10 © Copyright 2013Base: Asked

everybody

3 Despite Hype About LOB Influence, Executive Management and IT Will Drive Mobile Strategizing,

With a Focus on Achieving a ‘Return on Mobility’


Despite Hype About LOB Influence, Executive Management and IT Will Drive Mobile Strategizing,

With a Focus on Achieving a ‘Return on Mobility’

The Upshot: Although innovation and budgets around mobility are

fragmenting across lines of business, the transformational implications of

mobile, cloud and social technologies only really escalated fully onto the

executive agenda in 2012. 2013 will see executive management and

IT

focus attention on the infrastructure needed to enable transformative

investments, while lines of business continue to experiment.

3

Strategy‐minded finance professionals; vendors able to

concretely demonstrate their impact on customers’

revenue‐

generating activities; enterprise GRC

The ‘Chief Mobility Officer’

concept


Small Integrator Boutiques Will Proliferate Offering Mobile Strategy Consulting for US$50,000

Upshot: Small boutique integrators and design‐led IT agencies cash in on companies’

appetite for mobile

strategy, sucking up mobile application design and integration business, undercutting larger rivals.

4

Boutique integrators like Mobiquity, integrated IT design

agencies such as Mutual Mobile and Cynergy, and agile

software developers like Equal Experts.

Large Systems Integrators such as Accenture


As EMM Consolidates, a Big IT Shop Will Acquire at Least One of the Following: AirWatch, BoxTone,

Good Technology, MobileIron

or VeliQ

Upshot: As point services commoditize, managed services have consolidated (Citrix acquiring Zenprise, Good Technology

buying appcentral, MDM vendors like MobileIron

and Amtel building out MAM and TEM, and numerous partnerships).

With IP defensibility moving from services to platforms, big IT shops such as Cisco, HP and Oracle will drive M&A activity.

5

The acquiring IT shop, adopting enterprises benefitting from

improved ROI, integrated independent platforms e.g.,

AirWatch, BoxTone, Good Technology, MobileIron, VeliQ

Undifferentiated point service vendors; traditional closed

MEAP platforms; large systems integrators


Marketing Will Be Simplified; Terms Such as “MDM,” “MAM”

and “Mobile Management”

Will Die Out; and

Messaging Will Shift to Strategy Enablement

The Upshot: As mobile operators integrate their MNC mobility teams, managed service providers consolidate, and ISVs begin to mature their mobile platforms, everyone will simplify their

messaging. Gone are the days of seven‐stage lifecycle solutions, as the focus shifts to strategy and innovation

enablement.

6

Integrated mobile IT platforms; multinational IT‐led telcos,

ISVs with mature mobile offerings such as SAP

Point service vendors who struggle to paint a big picture


6 Marketing Will Be Simplified; Terms Such as “MDM,” “MAM”

and “Mobile Management”

Will Die Out; and

Messaging Will Shift to Strategy Enablement


The FreeMove

Alliance Will Set a Blueprint for Multinational Harmonization of Managed Mobility

Service Procurement

Upshot: The FreeMove

Alliance will expand the breadth of available mobile

managed VAS across the alliance footprint

from the currently available MDM to include remote access, TEM and mobile application and security services, and

subsequently will grow the operator channel for MNC business.

7

Multinational enterprises wanting flexibility in service

deployment and transnational SLAs; FreeMove

Alliance

members; IT‐led telcos, managed service providers with

broad existing coverage across the alliance footprint

Non FreeMove

Alliance members; systems integrators


More Than 50% of Companies Will Look to the Cloud for Their Mobile App Deployments

Upshot: Demand-side pressures and supply-side innovations are accelerating enterprise deployments of mobile

applications in the cloud. Next year, the majority of enterprises will be deploying their applications using software-as-a-service (SaaS).

8

Companies with mobile strategies in place; enterprise

developers; mobile cloud services like Okta

and Centrify;

cloud‐based mobile platforms like Citrix; enterprise app

store providers

Enterprises and vendors without a cloud strategy;

traditional MEAPs


MBaaS

Vendors Will Shift From Consumer to Enterprise Application Development

Upshot: Mobile Backend‐as‐a‐Service (MBaaS) providers offer a new blueprint for the development, distribution,

maintenance, security and analysis of mobile applications. The more enterprise‐focused ones will accelerate mobile cloud

applications allowing companies to overcome traditional integration obstacles and drive innovation.

9

Enterprise focused MBaaS

providers like AnyPresence,

Appcelerator, FatFractal, FeedHenry; enterprise developers;

mobile cloud service providers like Twilio

and Urban Airship;

enterprise cloud focused VCs; design‐led integrators

Traditional non‐cloud MEAPs


Design Thinking Will Be Hailed by Leading ISVs and Enterprises as the New Product Management

Methodology

Upshot: Design thinking is neither a fad nor ‘nice to have.’

Design can now

account for up to 50 percent of enterprise mobile application budgets as

the focus shifts from PRDs

to end‐user experiences crafted through

multidisciplinary teams consisting of product managers, architects,

implementers, data scientists and end‐users. Applications and software

become multichannel and multiplatform but not necessarily platform

agnostic.

10

Mobile end‐users; ISVs such as SAP and Citrix taking design‐

thinking seriously; boutique design‐led integrators; popular

development tools offering native SDKs; strategic‐minded

data scientists

Mobile service vendors fighting a feature war; forward‐

thinking enterprises re‐evaluating their business processes


Key 2013 Enterprise Mobility Themes

Complexity reigns amidst the hype

Consolidation of services into platforms

Mobile cloud appification

Focus on design and optimising user experiences

Simplification of marketing across the board


Agenda



Q&ARead our insights and sign up

for our newsletter atmaps.yankeegroup.com

Fan us atfacebook.com/yankeegroup

Follow us on Twitter@YankeeGroup@ChrisMarshUK

Read our blogs atblogs.yankeegroup.com

Chris MarshPrincipal Analyst

[email protected]