MOBIQUANT : Yankee Group Enterprise Mobility predictions 2013 société
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The document, authored by Chris Marsh, outlines key predictions for enterprise mobility in 2013, highlighting trends such as the rise of BYOD, the slowing tablet penetration, and a focus on mobile strategies driven by executive management. It discusses the consolidation of mobile services into platforms, the shift towards cloud-based mobile app deployments, and the importance of design thinking in product management. The overall themes emphasize complexity, consolidation, marketing simplification, and a focus on optimizing user experiences in the evolving landscape of enterprise mobility.
MOBIQUANT : Yankee Group Enterprise Mobility predictions 2013 société
- 1. Page 1 ©Copyright 2013 Enterprise Mobility 2013 Predictions Chris Marsh, Principal Analyst January 29, 2013
- 2. Page 2 ©Copyright 2013 Agenda ƒ Enterprise Mobility in 2012 ƒ 2013 Predictions ƒ Q&A
- 3. Page 3 ©Copyright 2013 2012 in Review: Consumerization Rampant
- 4. Page 4 ©Copyright 2013 2012 in Review: Complexity Exploded
- 5. Page 5 ©Copyright 2013 2012 in Review: Consolidation Ramps Up
- 6. Page 6 ©Copyright 2013 Agenda ƒ Enterprise Mobility in 2012 ƒ 2013 Predictions ƒ Q&A
- 7. Page 7 ©Copyright 2013 1 80% of Companies Will Take the BYOx Plunge as Consumerization Shows No Signs of Abating
- 8. Page 8 ©Copyright 2013 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
- 9. Page 9 ©Copyright 2013 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
- 10. Page 10 ©Copyright 2013 Base: 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’
- 11. Page 11 ©Copyright 2013 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
- 12. Page 12 ©Copyright 2013 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
- 13. Page 13 ©Copyright 2013 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
- 14. Page 14 ©Copyright 2013 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
- 15. Page 15 ©Copyright 2013 6 Marketing Will Be Simplified; Terms Such as “MDM,” “MAM” and “Mobile Management” Will Die Out; and Messaging Will Shift to Strategy Enablement
- 16. Page 16 ©Copyright 2013 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
- 17. Page 17 ©Copyright 2013 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
- 18. Page 18 ©Copyright 2013 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
- 19. Page 19 ©Copyright 2013 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
- 20. Page 20 ©Copyright 2013 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
- 21. Page 21 ©Copyright 2013 Agenda ƒ Enterprise Mobility in 2012 ƒ 2013 Predictions ƒ Q&A
- 22. Page 22 ©Copyright 2013 Q&A Read our insights and sign up for our newsletter at maps.yankeegroup.com Fan us at facebook.com/yankeegroup Follow us on Twitter @YankeeGroup @ChrisMarshUK Read our blogs at blogs.yankeegroup.com Chris Marsh Principal Analyst [email protected]