BYOD (BRING YOUR OWN DEVICE) AND THE EVOLUTION OF TIN

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1 BYOD (BRING YOUR OWN DEVICE) AND THE EVOLUTION OF TIN

2 CONTENTS 1. About this Document 2. Executive Summary 3. An Insight to BYOD in the Business World 4. What Opportunities has BYOD opened- up for IT Services? 5. Capitalizing on these New Business Opportunities 6. Conclusion

3 ABOUT THIS DOCUMENT This document makes a case for the achievement of IT services firms business goals using inbound marketing, by looking at evidence which supports the rising adoption of Bring Your Own Device (BYOD) in the workplace and the new business opportunities this can present. According to YouGov less than 25% of businesses have a BYOD policy, ( yougov.co.uk/news/2013/02/22/security-challenges-byod/ ) even though, according to Gartner, employee-owned devices will be exposed to more than twice the security risks of enterprise-owned devices by 2014 with an expected figure of 70% of mobile professionals carrying out business functions on personal devices by 2018 ( gartner.com/technology/topics/byod.jsp). As the majority of smartphones, tablets and apps are built for consumers, IT services companies have the opportunity to be ready for the BYOD challenges ahead by ensuring they are the trusted advisors for customers dealing with significant change, security risks and operational hurdles. Inbound marketing enables IT services firms to position themselves as such.

4 EXECUTIVE SUMMARY The use of mobile devices and BYOD, or Bring Your Own Device, means virtual collaboration offers business workers ease of access anytime-anywhere. With the continuing innovation of tin, the growing liberation of access to personal devices and ease of connectivity continues to transform how we work and how business is done. IT services companies, now more than ever, need to be addressing new online business opportunities. The evolution of tin from PC to laptops, smartphones and tablets means fresh opportunity via emerging methods and developments in collaboration, security, virtualisation, cloud services, maintenance, back-up and hygiene. This is an age of enablement and limits imposed by traditional hardware and IT services are dissolving fast. As the possibilities appear through enterprise collaboration tools like IBM Connections and Microsoft SharePoint, more general tools like Google Docs, networking and information sharing through social media in podcasts, video, webinars and blogging, IT services have the opportunity to engage with customers who face new challenges anytime-anywhere. Security Data Management NEW OPPORTUNITIES Virtulization Collaboration Maintenance/ Backup/Hygiene

5 AN INSIGHT INTO BYOD IN THE BUSINESS WORLD The way consumers engage with technology, on a personal level, has become blurred with how and when they engage with technology at an enterprise level. This has huge implications for IT services companies and their customers. In short, the consumerization of IT has changed the way IT needs to be delivered, secured and managed. Apple s CEO Tim Cook called the shift in innovation from pc to mobile devices the post-pc era. ( While Ted Schadler at Forrester Research disagrees with the concept : Computers don t go away, they just aren t replaced as often. There is no post-pc era. There s only a multi-device, right tool for the job era. The multi-device, single experience has become the competitive environment for Microsoft, Intel, AMD, Google, Apple, Dell, HP, Lenovo, Samsung, ASUS, HTC, LG, and all the rest. Not all players will survive that shift. Computers aren t going away. They ll just get better, more connected to things you care about, more agile in being the right tool or tools for the job, and more consistently integrated with other devices you own. (*Ted Schadler is a vice president and principal analyst at Forrester Research serving CIO analysis is taken from: Although there is argument as to whether we are in the post-pc era, or not, what these thought leaders do agree on is that technology innovation provides us with myriad ways to access data. A recent *global survey published 2013 by Avanade, a leading provider of enterprise business technology solutions and managed services, shows 60% of companies report most employees use personal computing devices at work (BYOD) for both basic and advanced business functions (*see Global Survey: Consumer Technologies are Changing Long-Standing Business Processes and Work Cultures And Impacting the Bottom-Line).

6 The kind of progress companies enabling BYOD experience can be seen in this table below: (Data taken from *Avanade global survey published 2013)

7 CHALLENGES FOR THE CUSTOMER S BUSINESS AND THE OPPORTUNITIES FOR IT SERVICES Prior to 2009 BYOD was almost non-existent in business models. With the continuing innovation of hardware and software we have seen this change with increasing rapidity since BYOD is not new. What is new in 2013 is the acknowledgement that BYOD is clearly not a passing trend, but rather a reality to be factored into the business model. This is good news for IT services companies. The stagnation of the traditional hardware market has been a serious challenge. BYOD provides very real risks to both the customer and its employees. The customer s risks, or threats, are clear opportunities for IT services companies. IT Services have a tremendous opportunity to provide an answer to the customer s emerging challenges, including a BYOD Strategy consultancy that incorporates data protection for both enterprise and employee. The opportunity for IT Services companies goes far beyond simply selling to customers. As well as meeting the demand for mobile devices, IT Services companies, in order to differentiate their BYOD offering from that of competitors and to ensure they are recognised as the go-to contact for the customer, should be educators in their field. This will empower both the enterprise and the employees to work and collaborate anytime-anywhere, thereby benefiting the customer while at the same time increasing the IT services company s trusted advisor status. The specific risk BYOD brings to each customer s business and their employees will be unique. However, for a more general overview here is a table of BYOD Customer-Threats with corresponding IT Services-Opportunities:

8 BYOD Customer-Threat Corresponding IT Services-Opportunity Hardware & Billing Fixed mobile convergence service Choose Your Own Device for Enterprise & Employees Personal Call Tagging Tiered billing solutions for separate departments Hardware Management Mobile device management solutions Mobile application management solutions Mobile file management solutions Security Risks Secure VPN capability Data encryption Remote lock+wipe capability Users risk back-up for broken, lost and stolen devices On and off-premises follow-me data solutions for storing, syncing and sharing data securely Fraud-prevention Employee download restriction Performance Monitoring Network-based application performance management solutions New approaches to monitoring performance that do not rely on software agents installed on client devices WAN optimisation and application performance assurance solutions A 2013 report from Barclays shows UK online businesses growing more than 50 times faster than the economy, however, a significant proportion are not prepared for the rise of mobile devices. The Report shows: 64% of online businesses in the UK believe a mobile strategy is an important factor in their 2013 business success, yet almost the same number (60%) admitted they are yet to devise and implement such a strategy 89% of online businesses have not yet developed their website for mobile devices

9 Online businesses that have developed mobile sites or apps generated 27.8% of their revenues from mobile in 2012, an average of 2,474,000* 34% of online businesses questioned reported a rise in mobile traffic to their website since Christmas last year, compared to the same period the year before 53% believe that 4G networks will increase mobile traffic to their website further still Almost half (45%) are unsure whether their website will be able to cope with the additional traffic generated from 4G networks (* The statistics are astounding when we take into account that BYOD is not a passing trend, and not easy to monitor, manage and secure at an enterprise level. Customers and employees are leaving themselves open to security threats, incompetency, inefficiency and loss of business. It is clear to see IT services have a major opportunity to step-up to the challenge and position themselves as the person-centric, responsible, trusted advisor.

10 CAPITALIZING ON THESE NEW BUSINESS OPPORTUNITIES Is the way you reach your customers in line with the way your customers do business? As we have seen, innovation in hardware, software and connectivity has brought a previously unseen flexibility to the workplace. The way consumers of technology engage with hardware and software on a personal level has become blurred with how and when they engage with hardware and software at an enterprise level. Business co-workers have access to the enterprise 24/7. This means your customers and their working employees can be online 24/7. The world of technology is evolving rapidly, with the rise of Cloud Computing, the growing adoption of social networking for business collaboration and the explosion of mobile devices fundamentally changing the way IT services companies need to deliver their solutions and services. Where your customers do business is the where you need to be in order to reach them. Here is an example: Imagine you are a company looking to capitalise on the fact that your employees can work anytime-anywhere using their mobile devices. You ask yourself, How will I manage these mobile devices? You decide to search the web for some ideas on how you will do this. You type in to Google how to manage mobile devices in the workplace and search. Here are your search results:

11 As you can see, the top three results are highlighted in pink. These are the results of the companies using Pay Per Click (PPC) to achieve the top positions in Google search. These are not organic searches; an organic search is one that occurs due to relevant, contextual content being identified by Google. The fifth result down is Wikipedia. This, of course, will have a lot of information. However, the fourth search down is actually a company called MCPc. They have a page on their website dedicated to Managing Employee-Owned Devices in the Workplace They also have blogs covering topics like adopting Windows 8 devices -- tablets, smartphones, Ultrabooks and tablet-notebook hybrids -- into your IT environment. The blogs are written by senior staff members like the CTO, and the staff and company offer ways to connect with them on social media, like Twitter and LinkedIn, giving you further insight and understanding of what MCPc is, what they offer and who you are dealing with in the company. Here is a question for you: Does MCPc look like they are an authority on the subject of managing mobile devices in the workplace? Search, relevant and contextual content, social media and blogs are all components of inbound marketing. Inbound marketing is a strategy that connects your search, content marketing, social media marketing and your website, joins these fragmented components up and runs them through marketing automation software to track, analyse and convert people and businesses you want to engage with online from visitors, to leads and throughout the customer lifecycle. Whether you are in a small company of twelve people or you are a larger company with a marketing department of twelve marketers, it is important to acknowledge the efforts you are already putting in to search, content, social media and your website. As you work to reach your burgeoning anytime-anywhere online audience, it is vital to ensure you are able to connect all of your online efforts, align them with your business goals and, ultimately, track and measure everything you do as a company. Otherwise, what you have is a fragmented waste of time and energy. New technologies (mobile devices of all shapes and sizes and location-based services) will continue to grow, but the best marketers will realize it s not about how to jam more ads into new platforms it s about how to use the new technologies to enhance your inbound powers of attraction. Dharmesh Shah CTO of HubSpot State of Inbound 2013

12 DO YOU HAVE AN INBOUND MARKETING STRATEGY IN PLACE TO ENGAGE YOUR CUSTOMERS THROUGH BYOD? Of the companies surveyed in the State of Inbound 2013 twice as many marketers say: inbound delivers below average cost per lead vs. outbound strategies. Our survey found that 34% of the leads marketers generate in 2013 come from inbound marketing sources. In fact, inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Inbound marketing is worth investigating, if your audience and customers are online.

13 CONCLUSION With the continuing increase of consumerization in the workplace, IT services must step-up and take ownership of the market place. BYOD is not a trend, and innovation in hardware and software for anytime-anywhere access continues to produce new ways of sharing data. Now that the power of device and download are in the hands of customers and their employees, there are serious security threats and operational challenges. This is IT services opportunity to show clear authority of subject matter in an increasingly people-centric business world. Customers and their employees must see themselves and their very real challenges reflected in the inbound marketing components of content, social media, search and websites, and these components must be connected to allow for clear tracking and monitoring to prove ROI. Inbound marketing is the strategy that connects these components, attracts the right audience and converts them to customers. The IT services audience is online and inbound marketing is definitely worth investigating. To explore further how to generate traffic and convert your audience to leads and sales, CLICK HERE and we will you access to the Q&A session webinar on inbound marketing

14 Brightfire helps technology companies generate leads using inbound marketing. We work in partnership with our clients to raise their online profile, build online audiences and capture more sales leads. Experts in content creation, social media, online search and CRM we use the HubSpot Inbound Marketing software platform to deliver fully integrated Online Inbound Marketing programs with a clear focus on lead generation and increasing sales. Based in London and Glasgow, we work across the UK and beyond with Technology clients across many sectors including Software, SAAS, IT Services and Managed Service Providers. GLASGOW LONDON

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