BYOD: The Threats and the Opportunity for Carriers

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1 BYOD: The Threats and the Opportunity for Carriers Adrian Drury, Practice Leader, Consumer Impact Technology Richard Absalom, Analyst, Consumer Impact Technology Mike Slinn, Managing Director, Rockshore Limited January

2 Privately held, software development company Experts in systems integration, data aggregation and real-time information Supporting global clients in telecoms, aviation and rail Head offices London (UK), Development & Service Centre in Leeds (UK), recently US incorporated Established Deloitte Fast 50 winners Leading independent global IT & Telecoms Research & Analysis firm 150 analysts covering a broad set of technologies and markets Provides strategic advice to telecoms operators, IT vendors, service providers, and enterprise IT leaders Headquartered in London (UK) Awarded IIAR Global Analyst Firm of the Year, month history of investment in understanding consumerisation behaviours 2

3 Agenda Ovum The scale of BYOD: key findings from Ovum s BYOD multimarket employee survey How BYOD is shaping the future The challenge faced by Carriers Rockshore Insights from Rockshore s research and market knowledge An alternative approach: don t be the channel, own the customer Dual persona changing enterprise technology requirements 3

4 % of survey respondents by country THREAT: BYOD (smartphone and tablet) by country 57.1% of Full Time Employees use their personal smartphone or tablet for work in some capacity (ex. SMS / calls) % who BYOD (not including calls/sms) 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Global average rate of BYOD = 57.1% We see evidence of bifurcation between mature IT markets and high growth IT markets, with employees in high growth markets demonstrating a strong trend to using their own devices. This is far from just a Western European and North American challenge / opportunity. Source Ovum: Global BYOD Survey : N =

5 % of all respondents by industry THREAT: Adoption of BYOD (smartphone and tablet) by vertical no industry is immune from device consumerisation 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % who BYOD (not including calls/sms) Global average rate of BYOD = 57.1% The argument that some industries will be immune to BYOD effects does not stack up. The maximum negative variance we see from the mean of 57.1% is Healthcare provision at 9.4%, with highly regulated industries (e.g. energy, financial services & utilities) actually on or above the mean. Consumer mobility in the workplace is a trend bigger than any one vertical market. Source Ovum: Global BYOD Survey : N =

6 % o all employees by role who BYOD THREAT: Adoption of BYOD (smartphone and tablet) by job role C-suite wanting their ipads hooked up still have the highest propensity, but closely followed by Procurement, IT itself and marketing 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% % who BYOD Global average rate of BYOD = 57.1% We see more variance by job role than industry, with typically early adopter and technology aware functions showing a higher predisposition to BYOD behaviors, but the variance is lower than expected particularly for roles such as Finance, Legal & HR roles for which data security is paramount. Source Ovum: Global BYOD Survey : N =

7 % of all respondents broken down by size of employer THREAT: Adoption of BYOD (smartphone and tablet) by size of employer: large and small organizations are similarly affected 100% 90% % who BYOD (not including calls/sms) 80% 70% 60% 50% 40% 30% Global average rate of BYOD = 57.1% 20% 10% 0% employees employees 1,000-4,999 employees 5,000-10,000 employees >10,000 employees We see a slight negative correlation between company size and BYOD behavior but variance from the mean is minor, even for very large companies. Source: Ovum: Global BYOD Survey, N =

8 % of all respondents broken down by age THREAT: Adoption of BYOD by age & gender there is a demographic dividend at play, but some anticipated gender divergence 100% 90% 80% 70% 60% 56.6% 67.3% 64.2% 66.6% 60.2% 56.4% 52.9% 50% 40% 42.5% 39.5% 36.9% 30% 20% 10% 0% Age grouping We see predictable, but shallow, negative correlation between age and propensity to BYOD, with a big discontinuity in the 50+ age brackets. Source Ovum: Global BYOD Survey : N =

9 % of all smartphone owners broken down by OS THREAT: Smartphone OS share splits and propensity to BYOD by OS this is not just about iphone owners Smartphone OS share % % subset that BYOD (ex SMS / calls) 50% 45% 45.6% 40% 35% 30% 25% 20% 15% 21.8% 16.3% 10% 5% 8.0% 5.6% 2.7% 0% Android ios Blackberry Windows Phone Windows Mobile Symbian Across all OS types, the percentage of owners that BYOD is high Symbian is minimum at 56.8%, Windows Mobile is maximum at 80.4%. Android and ios are at 71% and 71.8% respectively. No matter what type of device it is, all smartphone owners are highly likely to use them for work. Source Ovum: Global BYOD Survey : N = 2805 from

10 OPPORTUNITY: Encouragement vs. active and passive ignorance of BYOD by IT sizing the data security challenge What does your employer think about you accessing your work on your own smartphone or tablet? 8.1% 17.7% 45.8% 28.4% Don't know about it Ignore that it's happening Encourage it Discourage it Levels of passive ignorance by IT are at 17.7%, and active ignorance (don t ask, don t tell) at 28.4% - that is 46.1% of BYOD activity going completely under the radar. The level of active encouragement however is higher than anticipated at 45.8% Source Ovum: Global BYOD Survey : N = 2805 from

11 % of all respondents OPPORTUNITY: The BYOD management gap the phenomenon is still largely un-managed 60% 57.1% 50% 40% 30% Unmanaged 20% 10% Managed 11.9% 0% Respondents who BYOD (not including calls/sms) Respondents who BYOD (not including calls/sms) and who have signed a corporate policy governing BYOD If a signed agreement between employer and employee is a proxy for adequately managed BYOD usage, 79% of all BYOD usage is still un-managed today. Source Ovum: Global BYOD Survey : N =

12 Employee demographics THREAT: Apple and Google s consumer market focus creates the BYOD Gap, shifting the sales channel for devices into the enterprise to the consumer BYOD Gap Actual point of enterprise entry Mobile device adoption curve Normal point of enterprise entry Early adopters Rate of adoption 12

13 THREAT: 46.8% of employees want to use a single phone for work and personal use, and BYOD enables this behaviour 12.5% 15.6% 17.6% 31.2% Strongly Agree Agree No opinion Disagree Strongly disagree 23.2% The desire to use a single phone rather than carry around both a personal and a corporate one is a strong driver of BYOD behavior: 46.8% of all respondents agreed with this statement while only 30.1% disagreed. This in turn provides a threat to carriers in terms of the number of total active connections they can provide Source: Ovum: Global BYOD Survey, N =

14 % of all personal smartphone owners OPPORTUNITY: What are users doing on personally owned and corporately provided devices? Time spent per day 100% Not at all 10 mins or less mins 31 mins + 80% 60% 40% 20% 0% Aside from calls, texts and web browsing, is clearly the most common application used by BYOD-ers Source Ovum: Global BYOD Survey : N = 2805 from

15 THREAT: The BYOD enterprise challenge BYOD is an un-ignorable trend for the enterprise. It is bigger than any one industry or geography and is driven by the scale of consumer mobile computing market IT departments that do not grasp the challenge of delivering employee satisfaction-driven device mobility strategy will be unable to unlock value from the next stage of enterprise mobility Ignoring BYOD is not an option for the enterprise The key to unlocking the value of enterprise mobility is enabling and encouraging the use of mobile apps beyond - something that forward-thinking businesses are already putting into practice On the supply side the shift has happened: there is a race to get ahead of the curve and into Mobile Application Management (MAM) 15

16 Brand strength / channel ownership THREAT: Vendors from a range of backgrounds are land-grabbing in the enterprise mobility services space where do carriers fit? Device OEMs NAC vendors ITSM / enterprise application vendors IT security vendors Enterprise mobility / MDM specialists Telecoms expense management vendors Mobile identity management / virtualization vendors MAM specialists Enterprise mobility management capabilities 16

17 Brand strength / channel ownership OPPORTUNITY: Vendors from a range of backgrounds are land-grabbing in the enterprise mobility services space where do carriers fit? Carriers? Device OEMs NAC vendors ITSM / enterprise application vendors IT security vendors Enterprise mobility / MDM specialists Telecoms expense management vendors Mobile identity management / virtualization vendors MAM specialists Enterprise mobility management capabilities 17

18 THREAT: BYOD is a strategic threat to mobile carrier enterprise revenues As businesses respond to BYOD a greater share of devices will be distributed into the enterprise via consumer channels The trend to single device ownership will have a negative impact on net connections over time Carriers must respond to a) the new requirements of their enterprise customers and b) the need to develop a VAS offering that can replace enterprise connections lost to BYOD Tier 1 carriers are responding today by developing an integrated and comprehensive EMM solution portfolio although they are the exception. The rule is basic channel partnerships. 18

19 OPPORTUNITY: This market is on a timer this latest phase of the development of EMM is in landgrab mode Enterprise mobility vendors are viewed as trusted partners right now by the enterprise none provide a complete EMM solution but are doing a lot of business MDM / MAM majors are looking to keeping moving ahead of market commoditization and leverage their customer relationships into wider enterprise managed mobility services, including application development Carriers are being slow to compete and if this does not change, many carriers risk missing near term revenues in a rapidly growing market, and in the medium to long term, an option on being the trusted platform and/or delivery partner for the mobile enterprise application portfolio 19

20 The Carrier Challenge Core margin erosion - carriers becoming a commodity data pipe Fragmented enterprise customer experience increases churn risk High cost of service integration and go to market programs for VAS Rapidly changing application landscape

21 Current Answer Buy and re-sell enterprise mobility products Use a portfolio of point solutions to offer breadth of functionality

22 The Result Multiple user interfaces Application Tier Data Tier Device Management DM data Telecoms Expense Management App Data Security and Encryption App Data Central Ordering System Data Dual Persona App Data

23 Quotes from Rockshore survey and published research we talked to them initially but we implemented BYOD without our mobile network operator as we felt they were behind the curve on this 51% of enterprise respondents see lack of integration as a major challenge when managing multiple suppliers Do enterprise customers turn to their Carrier? 57% of respondents intended to use a DM application to manage BYOD; only 14% intending to do so through their mobile network operator Only 5% of respondents would consider seeking advice from their mobile network operator before implementing BYOD

24 The alternative approach: Don t be the channel - own the customer Carrier owned single integrated solution Take back control of the customer experience Own the customer through centralised user management Integrate best of breed mobility applications

25 The alternative approach: Don t be the channel - own the customer

26 Results and benefits: Protect & grow enterprise market share Carrier Benefits Freedom to change applications Removal of sales barriers Don t be the channel - own the customer experience Speed to market Single portal, single sell Differentiation from direct vendor sell

27 Dual Persona Company owned and managed mobile Device Management MobileIron, AirWatch, Fiberlink, Sybase, Mformation, Zenprise Employee owned, company managed mobile Protect and isolate corporate data and applications from personal data and applications Dual Persona solutions Enterproid, VMware, MobileIron Containerisation, Open Peak, Red Bend What should a carriers go to market plan be?

28 Addressing the Hot Topic: BYOD/Dual Persona The BYOD phenomenon generates the need for Dual Persona or Containerisation solutions In a mixed fleet, corporate owned devices will still need to be managed The result is a proliferation of applications needing management control Customers wish to manage ALL devices through a single portal

29 RMM used to provide complete BYOD solution Single User Interface Logic & Analysis Tier Application Tier Data Tier User Management User Data Company owned devices App Data Analysis & Logic Integration and Business Rules Employee owned devices App Data

30 Conclusions BYOD is real, and will cause a shift in the security and control application space Carrier position in the enterprise value chain is threatened by software vendors quickly providing solutions to the CIO s challenges Abstraction of applications is the opportunity to add value and own the customer

31 Contact us Please do not hesitate to contact Rockshore for any further information relating to this presentation. Thank you

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