9 Reasons Why Every Enterprise Needs a Mobile Strategist

9 Reasons Why Every
Enterprise Needs a
Mobile Strategist

Presented by:
• Jim Somers, Chief Marketing & Strategy Officer February 5, 2013
• Hitesh Chitalia, Director - eBusiness, McGraw-Hill

Confidential. Do not distribute. © Copyright 2013 Antenna Software, Inc. All rights reserved.

WELCOME & INTRODUCTIONS

Your Hosts: Our Agenda:

• Welcome
Jim Somers
Chief Marketing & Strategy Officer
Antenna Software
• Market Situation

• Rise of the Mobile Strategist

• Top Tips for Mobile Strategists
Hitesh Chitalia
Director, eBusiness
McGraw-Hill Financial
• Q&A

Have a question? Tweet us @AntennaSoftware or #9ReasonsWebinar

2 Confidential. Do not distribute. © Copyright 2013 Antenna Software, Inc. All rights reserved.

THINKING MORE STRATEGICALLY

“Organizations can develop a separate mobile
strategy for temporary use, but mobility
ultimately must be embedded in
broader strategies, work processes and
policies – just as Web technologies are
today.” Source: 2012 Strategic Roadmap for Mobility, Gartner


WHO OWNS THE MOBILE STRATEGY?

… a new role is emerging in the enterprise?

BU CIO
- Grow the business Through technology:
- Drive worker productivity - Improve process efficiency
- Maintain happy customers - Drive business transformation
- Build brand awareness - Unlock business value


WHY DO WE NEED A MOBILE STRATEGIST?

➜ 9 Reasons Why Every Enterprise
Needs a Mobile Strategist
1. Business moves at breakneck speed
2. BYOD is the new mobile reality
3. Multiple mobile initiatives need coordination
4. Objectivity is vital for the mobile organization
5. Mobile is no longer “one and done”
6. The need for speed in mobile deployment
7. Poor mobile design is the silent killer
8. Mobile app adoption is a major concern
9. App discoverability is the new mobile challenge


WHY DO WE NEED A MOBILE STRATEGIST?

3
➜ / Reasons Why Every Enterprise
9
Needs a Mobile Strategist

- SPEED

- FLEXIBILITY

- CONTROL


WHAT WE DO

AMPchroma helps you build, run, and manage all your
mobile applications and content.

➦ Enabling you to get to market faster, have more flexibility,
and better manage risk in this ever-changing mobile world.


MARKET TRENDS &
DYNAMICS


IT’S A PERFECT STORM
*KPCB May 2012 Report * eMarketer

Mobile Social
Mobile apps are a $6.0 billion market 26% of US consumers access social
today, growing to $55.7 billion by 2015. networks on mobile today.

By 2014, 38% expect half their software Through 2015, 85% of enterprises will fail
applications will be in the cloud. to adapt their information infrastructure to
"big data.”
Cloud *Yankee Group *Gartner Information

NEXUS OF FORCES

The “Nexus of Forces”


MOBILITY GOES PRIMETIME

“61% plan to
enhance their mobility
capability during the
next 3 years.”

Source: “Magic Quadrant for Mobile Application Development Platforms (MADPs)”, Gartner, 4/12/12



“61% plan to
next 3 years.”



WHY DO WE NEED A MOBILE STRATEGY?

Source: K. Benedict, Head SMAC Analyst, Cognizant


THE ROLE OF THE
MOBILE STRATEGIST


CORE RESPONSIBILITIES

• Building strong relationships between IT teams and related
business unit teams.

• Identifying areas to leverage company’s mobile app framework
across the enterprise to ensure governance and reusability.

• Building the business case and determines the common mobile
application architectural framework.

• Deciding what to build versus buy. If we buy, understand who
does what in this complex mobile ecosystem.
• It wouldn’t hurt if this individual had a strong
understanding of application infrastructure and
backend middleware technologies like SOA, REST,
JSON ,and HTML5.

WHERE TO START

… what questions should they be asking?

1. How will I design and build
the application?
2. How will I deploy and run the
application?
3. How will I control and
manage the application?

How do these decisions affect speed, flexibility & control?


MOBILITY IS NOT “ONE & DONE”
(n)
App 1 App
“Almost all the CIOs said they expect to deploy
more than 25 mobility apps in next 2 years.”*

How to secure the app?

How to manage the app?

How to run the app?

How to deploy the app?
?
X
How to build the app?

Source: McKinsey & Company, Sept. 2012


YOU NEED FLEXIBILITY & CHOICE

Managed Native
Web Hybrid Hybrid “Mixed Mode” Native

Web Web
Mobile Browser
App App Web App
Web Native Code
Native Code
App

Web Code
Web App Native Container Native Container

Device APIs Device APIs Device APIs Device APIs



IT’S NOT JUST MANAGING DEVICES

Build Manage

Fast Secure

Open EMM! Controlled

Flexible Compliant

MDM

74% of companies allow some sort of BYOD usage.*

*Enterasys

BYOD

STRATEGIC MOBILITY PLATFORM


BUILD| KEY DECISIONS

WHO AM I BUILDING THE APP FOR?
• Employees, partners, customers, consumers?

WHAT O/S WILL IT RUN ON?
B2C B2B B2C
• iPhone, iPad, Android, Windows, Blackberry?

iOS Android MSFT BB
WHAT TYPE OF DEVICES WILL BE USED?
• BYOD, company issued, multi-channel?
Phone Tablet Multi

WHAT CLIENT TYPE WILL YOU USE?
Web Native Hybrid Mix
• Native, Mobile Web, Hybrid, Mixed-Mode, etc.?

WHO IS GOING TO DEVELOP THE APP?
DIY MEAP Agency • Internal resources, agency, SI, MEAP vendor?

XML JSON REST DBs WHERE IS THE DATA FOR THE APP?
• In the cloud, web services, backend databases?


RUN | KEY DECISIONS

HOW TO ENSURE ENTERPRISE SECURITY?
• Authentication, authorization, access control

WHAT ABOUT SCALABILITY, PERFORMANCE?
SSL SSO LDAP
• # users, usage patterns, transaction volume

BaaS PaaS EMM MW
HOW WILL WE HANDLE COMPLIANCE?
• Industry standards, gov’t regulations, governance
SysTrust PCI SAS-70

CAN USERS ACCESS EXTERNAL DATA?
RDBMS API
• Web services, databases, feeds, APIs
Web XML

HOW TO ACCESS ENTERPRISE SYSTEMS?
Order
CRM ERP Entry • B2E, B2B, productivity, customer support

GPS Contacts Calendar Mail
HOW TO PROTECT USER PRIVACY?
• Cross-app access, location, usage monitoring


MANAGE | KEY DECISIONS

WHO NEEDS ACCESS TO OUR APPS?
• Employees, partners, customers, consumers?

WHERE WILL WE PUBLISH OUR APPS?
B2E B2B B2C
• Public app store, private app store, web, email?

iTunes Play WP Mkt BB
HOW TO MONITOR USAGE?
• Device, web server, enterprise access points?
Perf Frequency Duration

CAN WE MANAGE APPS REMOTELY?
Synch MAM
• Updates, upgrades, remote wipe?
Update Lock

WHAT ABOUT THE DEVICES?
Phone Tablet MDM • BYOD, company supplied, controlled?

App User Role Device
CONTROLLED ACCESS TO APP & DATA?
• User, role, device, app, permissions?


MUST-HAVES FOR THE MOBILE
ENTERPRISE

Future Proof Enterprise Centralized
Integration Management
Write once
Proven Devices, data
Any tool, any IDE
Apps, users
Every device Standardized
Content
Native device features Unified integration point
Performance
Easy maintenance Pre-built adapters Usage

Mobile Scalability & Carrier Grade
Optimization Performance Security
Network sensing Millions of daily
Built in, automated
App tuning transactions
Enterprise caliber
Latency avoidance Message monitoring
Certified (FIPS, PCI)
Detect most efficient path Certified, multi-tenant
Configurable per app
OTA install, updates Cloud or on-premise


TIPS FOR THE
MOBILE STRATEGIST


TIPS FOR THE MOBILE STRATEGIST

Tip Explanation

• Think Outside the App • If you think you’re just building an app,
you’re likely constraining your thinking to
just the device
• Try not to boil the ocean



Tip Explanation

• Think Outside the App

• Try not to boil the ocean • Focus on one thing and do it well
• Transformation can happen in the dark,
• Don’t sweat the ROI hidden recesses of your business



Tip Explanation



• Don’t sweat the ROI • Remember the softer side of ROI
• Non-measurable impacts are frequently
• This is all new! enough reason to forgo the ROI
• Remember compliance, competition, etc.



Tip Explanation



• Don’t sweat the ROI

• This is all new! • Traditional KPIs and measurements don’t
apply
• This is all new! • We’re blazing new ROI trails!



Tip Explanation



• Don’t sweat the ROI

• This is all new!

• This ischeap & cheerful
Avoid all new! • There is a gold rush mentality in mobility today
• There is a glut of suppliers who all sound alike
• This is all new!
• Be wary of the “low-ballers” to avoid second
surgery


PARTING
THOUGHTS


KEY TAKEAWAYS FROM A STRATEGIST

• Be a connector – Get out, do the discovery, and bring the pieces together

• Be an enabler – Don’t be an enforcer - it will drive people away.

• Be patient – Have perseverance - it takes time.

• Be a leader – People want/need guidance and thought leadership.

• Be a self-starter – There is no rule book, so it may be up to you to write it.

• Be an innovator – Stay one step ahead of the market and the competition.

• Be a business person – Build a record of success. Get results and iterate.


IN SUMMARY

Mobility has the potential to transform your
You can address this it to new heights of
business and take lifecycle by using a slew of
solution providers, business growth.
productivity and but cost containment is
difficult this way, with lots of redundant costs,
But …
infrastructure and many relationships to manage. Successful

Game Changing
To be successful, you
need a holistic mobile Real Control

strategy, which is High adoption
complete, integrated and
which addresses the Real
entire mobile lifecycle Results


WANT TO GET STARTED?

• Call or email us to learn about our Mobile Enterprise
Strategy Workshop and how it can help you.
Contact us @ +201.239.7980 or info@antennasoftware.com

• Visit us at www.antennasoftware.com for a free copy of
the Mobile Strategist eBook or Gartner MQ for MADP.


MARKET LEADER

Gartner Magic Quadrant for
Mobile Application Development Platform

Download a copy! http://bit.ly/MQMADP


THANK YOU

• Jim Somers Twitter: @JimatAntenna
• Hitesh Chitalia Twitter: @hiteshc1
• Contact Antenna: +1 201.239.7980


9 Reasons Why Every Enterprise Needs a Mobile Strategist

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