1 The state of mobility in the enterprise Findings from 2014 survey
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3 The state of mobility in the enterprise Findings from 2014 survey By the end of 2014, the number of mobile devices worldwide will surpass the global population and over a quarter of them will be smart devices. 1 Given this enormous paradigm shift toward mobile, there is a lot of discussion about how it is revolutionizing the way organizations gather, interact with, and distribute information. But the degree to which enterprises embrace and leverage mobile in their day-to-day operations varies widely, depending on a myriad of factors. For this reason, MicroStrategy conducted a survey to get a snapshot of the latest trends in enterprise mobility, with the goal of cutting through the noise and seeing what is actually happening right now, in Based on responses gathered from over 550 participants from companies of various sizes, industries, geographies, and business functions, it s evident that enterprise mobility is diverse, yet widespread. This paper highlights and discusses the key takeaways of the survey. Key Findings Enterprises are adopting mobile, but in different ways It s clear the vast majority of enterprises have embraced mobility. In fact, ninety-one percent (91%) of companies are leveraging mobile devices at the enterprise level. More specifically, more than half (56%) of companies have put both smartphones and tablets to work in their organization. Twenty-one percent (21%) of companies are using smartphones alone and 12% of companies are using tablets alone. However, the spectrum of how enterprises are actually implementing mobile solutions is wide and expectations vary. With regard to tablet adoption, only 12% of respondents said their companies had no plans to implement tablets, suggesting that these devices are becoming widely recognized as essential tools for the enterprise. In terms of expectations, over half (55%) of companies expect that people using tablets will continue to use laptops, using the tablet as an additional tool rather than a replacement for laptops. Just shy of 25% of organizations think tablets will replace laptops for a few people in the organization, likely for executives or other inherently mobile job roles. Meanwhile, nine percent (9%) of companies plan to replace laptops with tablets for most of the organization. Small businesses, compared to midsize and large enterprises, are approximately 3-4 times more likely to do so. For traditional in-office work activities, the laptop is still lingering as the preferred tool to complete most tasks, such as creating documents, project management activities, delivering presentations, attending online meetings, and writing s. People flock to smartphones for checking s and calendaring, while tablets are popular for reading and taking notes in meetings. The preference to use mobile devices over laptops for some traditional in-office work activities will likely expand in the next months as smartphones and tablets become more powerful and capability-rich. Additionally, there is a huge opportunity to increase worker productivity by creating mobile apps with a better user experience for completing these types of tasks. For mobile device company policy, hybrid rules The way enterprises support mobile can be broken down into two general policies: company-issued and bring your own device (BYOD). At 36%, the most popular company policy for tablets is a hybrid of both of these strategies. Between company-issued only and BYOD only, company-issued still wins out over BYOD by a fairly wide margin (31% vs. 21%). This may mean that we are still caught in an intermediate period for tablets. When it comes to policies regarding smartphones, a hybrid model is still the favored policy (39%), and, although company-issued still beats out BYOD, the gap between the two is significantly less (29% vs. 26%). This suggests that companies are more open to allowing employees to utilize personal smartphones versus personal tablets because, unlike tablets, 1 Cisco Systems. Cisco Visual Networking Index: Global Mobile Data Traffic Forecast Update, (2014). microstrategy.com 3
4 smartphones are already in personal use by almost all employees. As tablets become more ubiquitous, this policy will likely change. Have companies changed their policies lately? Over the last year, about half (53%) of companies have not altered their company policies, but approximately 20% have switched from a company-issued policy to a hybrid company-issued/byod policy in the last year. So it seems that the hybrid policies, already the most popular, will continue to rise in popularity and become the dominate type of policy in the coming few years. In a market that changes at this velocity, policies you set even just a couple of years ago may not make the most sense today. Devices, services, and plans have evolved so much that you should review and re-evaluate the most optimal policy for your company regularly. MDM is not yet a saturated market As the enterprise embraces diverse fleets of devices through hybrid company-issued and BYOD policies, companies have looked to Mobile Device Management (MDM) to manage security and operability issues. Twenty-nine percent (29%) of respondents indicated that their company had an MDM provider while 42% said their company did not. A full 29% of respondents answered that they weren t sure. It s fairly safe to assume that when people are unsure whether their company has an MDM provider, it s just that their company does not have one in place. Hence, there is still plenty of room for growth in the MDM market. Figure 1: Reported use of Mobile Device Management solution and vendor market share. AirWatch Citrix Of the MDM vendors, AirWatch had the largest market share at 24% among respondents. The next highest was Citrix, at 17%. Other popular MDM providers included Good (11%) and MobileIron, following closely at 10%. Unsurprisingly, with many more devices to worry about in an organization, large enterprises are 2-3 times more likely than small businesses to have an MDM provider. The largest enterprises tend to have AirWatch, while the small businesses tend to favor Citrix. Over the next few years, as mobile becomes even more fundamental to companies strategies, there will likely be accelerated growth in the MDM market. As the survey findings indicate, many companies have successfully deployed mobile apps without an MDM solution in place. MDMs are important if you have stringent company policies that you need to enforce. If your organization requires strict controls, you should certainly consider MDM but, if not, you can often proceed without it. Even divide between cloud and on-premises Even though cloud is becoming a more viable option for deploying enterprise systems, there is a fairly even divide between companies that deploy mobile apps on-premises rather than in the cloud. Company size seems to be the biggest indicator of this divide. A higher percentage of small businesses (1-99 employees) have deployed mobile solutions on the cloud while a higher percentage of large enterprises (30,000 or more employees) have deployed mobile solutions on-premises. This is predictable, as smaller companies may not have the immediate resources on-hand to build the required on-premises infrastructure for enterprise systems. Not sure No Yes Good MobileIron Other In your organization, the choice of consumption may be clear; company policy may mandate the type of solution you seek, cloud or on-premises. For those that debate on a case-by-case basis, clearly there are trade-offs to consider that include, but are not limited to, the financial impact of operating versus capital expenditures, flexibility to spin-up or spin-down capacity, control on timing of upgrades, etc. Also, your needs may change over time. As such, you may want to consider working with a vendor that provides both cloud and on-premises consumption options. microstrategy.com 4
5 Operating systems: ios leads, but most companies support multiple operating systems When it comes to mobile operating systems, Apple continues to dominate the enterprise landscape, with nearly 90% of companies supporting ios. Meanwhile, almost two-thirds of companies support Android. Windows, still in third place, has clearly made substantial inroads in the enterprise space, as 50% of companies support it. In today s environment of hybrid and BYOD policies, the majority of companies support multiple operating systems. Thirty-six percent (36%) of companies support two operating systems and 31% support three. At companies that support only one operating system, approximately 7 times out of 10 they have an ios-only environment. Smartphone apps tend to help increase efficiency whereas tablet apps can completely transform a process. If you want to deploy both a tablet and smartphone version of an app, it s best to start first with the tablet app. If you start with the smartphone app, you might fall into the trap of just making your tablet app a wider screen version of your smartphone app. If you start with the tablet design, you can think broadly about all the elements of a process or workflow you want to mobilize and bake those into the design of your app. Then, for the smartphone app, don t try to cram everything in; just pick a few pieces that involve quick actions a user would conduct in a couple of minutes or less (i.e. approving a request, updating a record). When it comes to personal use, people tend to exhibit strong loyalty to their operating system of choice. So, if you can provide an enterprise app on an employee s favorite device, they are more likely to use it. Tablets are revolutionizing how people work Smartphones have certainly impacted the workplace, but it s tablets that are revolutionizing how people work. The numbers clearly say this: 49% of tablet users said mobile devices and apps drastically changed how they work, 46% said somewhat and only 5% reported no change. In contrast, when it came to non-tablet users, 27% of users reported that mobile devices and apps drastically changed how they work, 45% said it changed somewhat and 20% reported no change. This gap can likely be attributed to the fact that tablets equipped with information-rich, interactive apps can free employees from being tied to a desk while enhancing workflows in the field a significant change in work behavior. Figure 2: Reported effect of mobile devices on how people work. 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Smartphone only/ non-tablet users Tablet users Drastically changed Somewhat changed No changed Opportunities abound for mobility to become more pervasive across the organization Some may find it surprising that, at 40% of companies, less than a quarter of the organization is leveraging mobile devices for workrelated activities (excluding simple and calendar uses). Therefore, there is still a huge opportunity for mobile to become more pervasive throughout the enterprise and expand to more user roles and business functions. At the same time, there are certainly some leaders in enterprise mobility, represented by the 7% of organizations who have 100% of their employees conducting work via mobile devices. Also impressive is the 11% of companies who have 75-99% of employees leveraging mobile. Figure 3: Percentage of company employees using mobile devices for work-related activities, excluding for and calendar. Percent of companies 40% 35% 30% 25% 20% 15% 10% 5% % 25 49% 50 74% 75 99% 100% Percent of employees within company microstrategy.com 5
6 The mid-size enterprises with 5,000-9,999 show the highest levels of pervasiveness; twenty-eight percent (28%) of that segment has 75% or more of their employees conducting work activities on mobile devices. It can be a little overwhelming to tackle the large task of mobilizing your entire enterprise. Many companies have turned to mobile app development platforms (MADPs) to increase speed and ease and reduce the cost of app development, deployment and maintenance. MADPs can enable an organization to become an app factory for building out mobile apps across the enterprise. But, where do you start? One prioritization framework you could use is a weighted ranking based on three dimensions: inherent mobility in function; need for speed in decision-making; and a valuable, but non-userfriendly interface. What roles or functions bring employees away from their desks a significant portion of the day? Are there functions such as Operations or Finance that often need to make fast, information-based decisions? Maybe you have implemented an information system that s extremely valuable when used, but doesn t have a user interface that's optimized for use by all those that could benefit from using it. A mobile front-end to that system in the form of a delightful tablet app can further increase the value of that investment by making the system more usable for existing business users or more approachable for new users. Main driver of mobile adoption: needing access to critical information when in the field At one out of every two organizations, the challenge of accessing critical information when working in the field is the main driver for employing mobile tools. Based on this, it makes sense that sales and executive business functions show the highest mobile adoption rates. Figure 4: Drivers of mobile adoption. 60% 50% 40% 30% 20% 10% 0% Difficult to access critical information when working in the field Experiencing long delays in approvals or business decisions Competitors were leveraging mobile and needed to do so as well to compete Other Sales and executives are the quickest to go mobile Within the enterprise, companies have been quick to arm both the sales and executive functions with mobile apps: 43% have deployed apps for sales, and 42% have deployed apps for executives. Following these two business functions, the next most popular mobile app function was for Operations (30%), followed closely by Marketing (28%), then Finance (20%), and lastly Human Resources (14%). Deploying apps for sales teams and executives is certainly a no-brainer, but there are many other roles that could benefit from mobile apps. What paper-heavy reports or processes in your organization could be replaced by a mobile app? Reports become obsolete the minute they are printed. Paper-based processes almost always cause a business delay or entail extra work later to capture into electronic form. Target these paper-heavy functions and processes next after deploying the obvious and obviously valuable! apps for sales and executives. As mobility becomes more pervasive in your organization so too will information. Mobile apps extend the reach of critical enterprise systems to all constituents and all locations. When your business users have more and better access to information, they can leverage that information to make better business decisions. Speed is the most critical capability for mobile apps Respondents rated fast performance as the most critical capability for mobile apps. Clearly, slow apps just won t be adopted, as lack of speed drastically diminishes the value of these tools. People are more demanding for speed on mobile apps than they are on web apps, as users rely heavily on mobile apps while in the field, often when time is a factor. The next most important capability reported was an app that facilitates sharing and collaboration. This reflects today s increasingly collaborative business environment. And, since mobile devices originated as communication devices, not handheld computers, microstrategy.com 6
7 it s natural that users would want their business apps to facilitate business communications. Respondents placed the least value on apps that were focused on one specific task or capability, mostly indicating it was not at all critical or only somewhat critical. In other words, users prefer apps that combine multiple tasks to support a complex activity or workflow. Figure 5: Reported criticality of mobile app capabilities. Capability Not at all critical Somewhat critical Critical Extremely critical Offline access 10% 40% 33% 17% Mobile-first design 11% 38% 34% 16% Fast performance 3% 15% 44% 38% Integration with native device features (camera, GPS) 12% 35% 35% 17% Focused on one specific task only 32% 37% 24% 7% Focused on everything you need to do in one place 15% 34% 37% 15% Embedded multimedia (videos, PDFs, etc) 17% 36% 35% 12% Ease of sharing collaborating with others 8% 22% 42% 28% Make sure you build your apps using a tool that enables you to optimize performance and provides data and user scalability suited to the size of your enterprise or user base. Conclusions: it is not a post-pc era...yet Although there is a wide spectrum of how, where, and why companies are using mobile, company size and business function continue to be good indicators of how far mobile deployments have progressed for an organization. Also, despite the rapid adoption of mobile, some companies lag behind and are yet to tap into the competitive potential of an enterprise-wide mobile strategy. Overall, enterprise mobility is growing, but, with mixtures of BYOD and companyissue policies, some deployments may be a patchwork of operating systems, devices, and apps with limited oversight. Nonetheless, as mobile technology gets faster, cheaper, and more powerful, adoption will continue to expand and will increasingly be an essential strategy for the success of every organization. Respondent demographics Majority (53%) US-based, 9% India, 4% Canada. Representation from all major industries, including Technology, Telecommunications, Consulting, Financial Services, Insurance, Healthcare, Manufacturing, Retail, and many others. Even spread of responses across companies ranging from the smallest segment of 1-99 employees, up to 30,000+. More than half of respondents were from IT or operations functions. Top benefits include better access to information and boosted productivity Organizations cited a number of business benefits from mobile apps, but two stood out most. Sixty-nine percent (69%) of organizations reported more readily available access to corporate systems and information, and 68% reported increased productivity. To follow, 46% cited better usability of corporate systems and information, and 43% cited green benefits including reduction in paper use. One in three organizations attribute cost savings to their use of mobile technology. Organizations that engage an experienced UI/UX designer and spend significant time and focus on the design of their apps will boost all of these positive outcomes, especially the benefit users get with better usability of corporate systems. When apps are beautiful and intuitive, users will adopt them, use them more frequently, and rely on them. microstrategy.com 7
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