BEST PRACTICES RESEARCH

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1 2013 Frost & Sullivan 1 We Accelerate Growth

2 Customer Value Leadership Award Mobile Forms North America, 2013 Frost & Sullivan s Global Research Platform Frost & Sullivan is in its 50th year of business with a global research organization of 1,800 analysts and consultants who monitor more than 300 industries and 250,000 companies. The company s research philosophy originates with the CEO s 360-Degree Perspective, which serves as the foundation of its TEAM Research methodology. This unique approach enables us to determine how best-in-class companies worldwide manage growth, innovation and leadership. Based on the findings of this Best Practices research, Frost & Sullivan is proud to present the 2013 North American Customer Value Leadership Award in Mobile Forms to ProntoForms Corporation. Significance of the Customer Value Leadership Award Key Industry Challenges The mobile forms solution category is an important product niche within the larger mobile workforce management applications market. Our estimate is the market size for mobile forms is over 22 million subscribers. Mobile forms are receiving increased attention from both prospective purchasers and key distribution channels, and the pressure to differentiate competitively has become much stronger during the past twelve months. Key industry challenges at this time include: 1) A low level of customer awareness and expertise regarding this product category 2) A continued lack of user-friendliness and solution simplicity 3) An expanding array of mobile devices that the forms solutions must work on As is normal in an early growth category, the vast majority of North American businesses are either unaware of the mobile forms alternative or view it as a low-priority item, compared to other potential technology purchases. Industry vendors that are focused on enhancing the customer value of mobile forms solutions will create ways to promote the product and to encourage product trials, since the financial advantages of mobile forms tend to become obvious during even limited pilot periods. Vendors will also provide verticalspecific solutions that address the specific information capture needs of their targeted industry segments. Another issue, solutions that may be difficult to understand and use, can also be a natural, but hopefully short-term outcome during the early stages of any product s life cycle. Unfortunately, a lack of user-friendliness, or limited product capabilities leads directly to 2013 Frost & Sullivan 2 We Accelerate Growth

3 customer churn. Vendors that focus on providing a high level of value to their customers understand that they must keep the user experience simple, streamlined, and easily understood by even the most technology-averse field services worker, all the while providing a powerful toolset that addresses sophisticated business process needs. A third industry challenge is the myriad types of mobile devices now being utilized in the workplace. These include not only smartphones, phablets and tablets (with their varying screen sizes). They also include a variety of mobile operating systems, typically ios, Android, BlackBerry and Windows. Best-in-class vendors will create mobile form solutions that work consistently across these various devices. But they must also be able to provide this type of high-level product design at an affordable price (and profit) point. Best Practice Award Analysis for ProntoForms Corporation The Frost & Sullivan Award for Customer Value Leadership is presented each year to the company that has demonstrated excellence in implementing strategies that proactively create value for its customers with a focus on improving the return on the investment that customers make in its services or products. This Award recognizes the company's inordinate focus on enhancing the value that its customers receive, beyond simply good customer service, leading to improved customer retention and ultimately customer base expansion. ProntoForms Corporation s Performance in Mobile Forms Sector ProntoForms Corporation is a Canadian firm that focuses solely on the mobile forms product line. The company was originally named TrueContext and only very recently changed its name to match that of its flagship product, the mobile forms application called ProntoForms. The company was created in 2001 and now has almost 3,000 customers including six Fortune 100 companies as clients, a notable achievement for a firm its size. A few months away from profitability, quarterly revenues continue to increase and approximately 25,000 subscribers are already in place. Key Performance Drivers for ProntoForms Corporation The major factors that have contributed to ProntoForms leadership in providing customer value are: 1) Continuous enhancement of its product s capabilities, 2) An ongoing emphasis on user-friendliness and intuitive design, 3) the forging of strong partnerships with key industry stakeholders, and 4) innovative use of the application storefront channel. Factor 1: Continuous product enhancement While ProntoForms key competitors treat mobile forms as just one feature of a much larger product category (mobile workforce management), this business application is the primary and only area of focus for ProntoForms. As a result, ProntoForms provides a far more robust solution to businesses. The form fields capability is richer, with more options. Data 2013 Frost & Sullivan 3 We Accelerate Growth

4 collection includes images/photos, barcode scanning, signature capture, and time and location (GPS) stamps in addition to a rich sketch pad capability. The solution allows for two-way data dispatching and can be easily integrated not only with the usual backend systems (payroll, CRM, ERP) but also with cloud services such as Dropbox, Evernote, Google Drive, and SkyDrive. It also connects with SharePoint plus offers an open and modern REST API to integrate with every function of the system. And this past July, the company launched a sophisticated, cloud-based analytics capability just as the conversation around Big Data heats up in the North American marketplace. Competitors #1 and #2 provide basic wireless forms capabilities, but flexibility and options are limited in comparison to the ProntoForms solution. When implemented correctly, mobile forms applications provide users with a quick, low IT expense and hard-dollar return on investment. Information entry at the point of service can improve billing accuracy and the timeliness of receivables; avoiding unnecessary paperwork saves time and money. By offering a superior set of product capabilities, ProntoForms is able to provide a faster, clearer set of financial benefits to customers than its two closest competitors can. Factor 2: User-friendly, intuitive design ProntoForms product management team understands that the simpler and more intuitive they make their product, the more it will be used by customers. And the more a customer uses a solution i.e., the more value it provides and the more embedded it becomes in dayto-day business processes--the less likely the customer will churn out and walk away. ProntoForms is designed to be quickly understood and easily utilized by both the service workers out in the field and the administrators who actually design the forms needed by their companies. The number of clicks required to achieve a function are kept to a minimum, including the support of page turn gesturing. Pre-filled form data make the input process faster. Higher data volumes are easily handled. Integration/connection with backend systems and cloud services is streamlined. The workflow process is the same for all device screen sizes and mobile operating systems. Monthly releases are seamless and invisible. Fifty percent of ProntoForms subscribers come from the SMB (small and midsized business) sector and these small businesses tend to have fewer (if any) IT resources, so this level of simplicity is imperative. At the same time, large level scalability of the product to meet the demand of enterprise customers is also supported. While their products continue to improve, Competitors #1 and #2 do not assign the same priority to streamlining and simplifying their processes and design, making the user experience slower and often more frustrating. Factor 3: Strong industry partnerships ProntoForms has forged a strong partnership with AT&T, the preeminent North American wireless carrier in the area of mobile enterprise applications. The company also partners with Canadian Tier 1 operators, Bell and Rogers Wireless. AT&T in particular is heavily promoting what it views as high-potential mobile business applications, and mobile forms is a niche category it believes falls in this group. As a result, AT&T includes the ProntoForms 2013 Frost & Sullivan 4 We Accelerate Growth

5 monthly per-user subscription charge on its own monthly invoice to the customer, saving ProntoForms a significant amount of money and providing an automatic monthly touch point with customers. It also involves ProntoForms in its new device launches and co-marketing efforts, making it a top business application with certain new devices. This was most recently carried out with the introduction of the latest Panasonic Toughpad tablet. Competitors #1 and #2 have also established partnerships with top U.S. wireless carriers. And Competitor #1 also has enjoyed a channel relationship with one Canadian carrier. However, these relationships have not resulted in any significant level of promotional support for their wireless forms capabilities in particular, whether it is Competitor #1 s standalone wireless forms solution or Competitor #2 s basic embedded forms capability. Factor 4: Innovative use of application storefront model Businesses and their employees are becoming increasingly comfortable with exploring mobile software applications through application storefronts. As a result, ProntoForms is leveraging app stores as a key channel, with over 50 percent of its sales leads now starting through app stores. They are finding that all size businesses even larger enterprises--are frequenting application storefronts to gather preliminary information on prices, features and customer ratings. ProntoForms offers a free 30-day trial experience through the app store, allowing customers to download the software and create a fully-functional trial account. In a unique approach, the user s vertical industry is identified during the trial registration process and ProntoForms then auto loads forms directly relevant to that particular industry. As a result, the customer is provided a more customized trial experience, with the goal of quickly increasing the perceived value of the mobile forms capability. Competitors #1 and #2 both are trialing and selling through application storefronts but to a significantly less sophisticated degree. Conclusion The mobile forms applications market is a highly fragmented, early growth sector within the larger mobility landscape. Originally, the mobile forms capability was just one of a laundry list of features included on mobile workforce management solutions. However, ProntoForms Corporation realized early on that this capability provided a clear value proposition on its own and that it could be marketed more effectively and more widely as a standalone service. ProntoForms is a leader in providing customer value in this growing segment for a number of reasons, including its focus on constant product enrichment, strong distribution partnerships, and highly user-friendly design. Based on Frost & Sullivan's independent analysis on Mobile Forms, ProntoForms Corporation is recognized with the 2013 Customer Value Leadership Award Frost & Sullivan 5 We Accelerate Growth

6 Critical Importance of TEAM Research Frost & Sullivan s TEAM Research methodology represents the analytical rigor of our research process. It offers a 360-degree view of industry challenges, trends, and issues by integrating all seven of Frost & Sullivan's research methodologies. Our experience has shown over the years that companies too often make important growth decisions based on a narrow understanding of their environment, leading to errors of both omission and commission. Frost & Sullivan contends that successful growth strategies are founded on a thorough understanding of market, technical, economic, financial, customer, best practices, and demographic analyses. In that vein, the letters T, E, A and M reflect our core technical, economic, applied (financial and best practices) and market analyses. The integration of these research disciplines into the TEAM Research methodology provides an evaluation platform for benchmarking industry players and for creating high-potential growth strategies for our clients. Chart 1: Benchmarking Performance with TEAM Research About Frost & Sullivan Frost & Sullivan, the Growth Partnership Company, enables clients to accelerate growth and achieve best-in-class positions in growth, innovation and leadership. The company's Growth Partnership Service provides the CEO and the CEO's Growth Team with disciplined research and best-practice models to drive the generation, evaluation and implementation of powerful growth strategies. Frost & Sullivan leverages 50 years of experience in partnering with Global 1000 companies, emerging businesses and the investment community from more than 40 offices on six continents. To join our Growth Partnership, please visit Frost & Sullivan 6 We Accelerate Growth

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