MOBILE ENTERPRISE APP STORES: THE SAP GAME CHANGER

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1 MOBILE ENTERPRISE APP STORES: THE SAP GAME CHANGER

2 CONTENTS Testing times for time-tested strategies Picking best practices from a consumer app store Going beyond a consumer app store New balance: encouraging openness to user needs Game changer About Wipro Technologies By Nixon Xavier

3 Testing times for time-tested strategies The success of mobile applications lies in simplicity. The simplicity attribute applies to how the app is discovered, the way its Unique Selling Proposition (USP) is conveyed to users, how it is downloaded, installed, updated and finally, at the end of its lifecycle how it is uninstalled. There are two other attributes of mobile apps that tend to be underestimated. This is because we have, in the short history of mobile apps, begun to take these two attributes for granted. First, mobile apps have trial versions that reduce the risk of being landed with a lemon. The try-and-buy process popularized by mobile apps makes it easier to arrive at sensible buy decisions. Apps use the snacking concept to legitimately gain wallet share. Users take little bites of the app and get addicted to it. Second, mobile apps are available on a variety of platforms. It should come as no surprise that most of the selling is not about how the app works. It is about the user experience. Mobile Enterprise App Stores (EAS) have been watchful. The trend has not escaped their notice. They see an opportunity building up. SAP s Mobile EAS makes a classic early example of applying consumer trends to enterprise environments. Applying consumer preferences to a store is the easy part. The tough part for a market leader like SAP is the decision to change its time-tested approaches to business. For SAP the Mobile EAS is an extraordinary adjustment in its long-standing sales strategy. The enterprise backend giant is allowing developers to create and sell software that integrates with their platforms. The new approach means that SAP must learn to move away from its traditional philosophy of delivering enterprise applications using their proprietary Advanced Business Application Programming (ABAP/4) language where developers had access to the source code. In the world of mobile apps, SAP has to do a lot of work so that developers can build on top of the solutions available in the market place. SAP s Mobile Enterprise Application Framework is in the pipeline and expected to be available for developers in the coming years. With mobile technology and platforms evolving rapidly, mobile apps need regular upgrades or new ones must routinely be created to meet business needs. Mobile app stores must be nimble. For SAP, ensuring that partners all over the world create mobile apps for their products has a distinct advantage. Apps are available in a variety of flavors and on different mobile platforms and devices. Not surprisingly SAP is actively encouraging a partner-built app eco-system that is churning out apps on every major platform (ios, BlackBerry, Android and Windows) with multiple form factors to support various industries and Lines of Business (LOB). 03

4 Picking best practices from a consumer app store At first glance, the SAP Mobile EAS appears to take its cues from a consumer app store like itunes or Google Play. Apps are available by LOB (Finance, HR, Procurement, Sales, Service, Supply Chain), by industry (Public Sector, CPG, Retail, Healthcare, Education, Utilities, Manufacturing) and business analytics. Anyone can visit the store, browse, check out the top sellers, catch up with the new apps, read reviews, download a trial version that is right for the user s device, experience it and when satisfied download the paid version. Like consumer app stores, a recommendation engine that aids the discovery of more apps powers this one ( You-might-also-be-interested-in-these-solutions type of recommendations). The SAP Mobile EAS even mimics social behavior. Users can recommend/ share an app with their colleagues and friends using Twitter, Facebook, Google + or LinkedIn. Going beyond a consumer app store While the SAP Mobile EAS must present a carefully structured consumer app store like experience that users are familiar with, it must meet varied enterprise needs especially with regard to security. That s where the similarity with a consumer app store ends. Mobile app stores must, going into the future, blend a number of features that are consumer-driven and enterprise specific. Serving an enterprise entails tailoring the app store service to the requirements of the enterprise. As an example, employees of an education business need not be shown apps related to retail; but both employees (from education and retail) can be shown the SAP Employee Lookup mobile app or the SAP Interview Assistant app that helps managers review candidate information for recruitment. The visibility to such white listed apps (white listed by the enterprise that is using the store for mobile apps) can be further based on user roles. For example, everyone in the company may have access to the Employee Lookup app but only the HR function would be allowed to access the Interview Assistant. These features currently don t exist on the SAP Mobile EAS. But clearly, they quickly need to. Core of a Mobile Enterprise App Store MUST HAVE CONSUMER APP STORE LIKE ATTRIBUTES Ease of use/app discovery mechanisms Try-and-buy Device and platform compatibility Recommendation engine Social inputs MUST HAVE ENTERPRISE APP STORE LIKE ATTRIBUTES Apps exposure consistent with employee role/authorization Enterprise specific pricing/discounts/bundles Purchase via enterprise evaluation/procurement process/packages Pre-sales support Certified apps 04

5 New balance: encouraging openness to user needs In the normal course of managing an IT environment, CIOs may decide to develop their own mobility apps. The task would normally be assigned to IT. Once the app is ready and tested, it would be handed over to business for use. Rarely would inputs from users find their way to the app design process. But a bigger issue confronting users is that apps developed by IT are often designed for a specific mobile device and platform. Users find they are restricted in their choice of devices and the app fails to gain traction. Equally often, users upgrade their devices, but IT fails to create an upgraded version of the app, once more leading to loss of traction. Finally, users have different ways of managing the same task and prefer different types of apps to work with. For example, two people may create sale orders in completely different ways, but the output is identical. Both employees may prefer different apps to achieve the same goal. The SAP Mobile EAS has an elegant model that solves these problems. Partner-developers are free to design the apps they believe users will want. Based on actual uptake, comments and usage patterns, developers may decide to change platforms, develop on multiple platforms, or offer discounts etc. The free market dynamics of the Mobile EAS creates a balance between user needs and developer revenues (revenues are shared with SAP). On the partner-developer side of the arrangement, SAP does not restrict developers with exclusivity contracts. The apps can be featured on any store. The advantage developers have (aside from SAP certification) is exposure to a large market on the SAP EAS. Game changer The strategic value of the Mobile EAS to SAP is not immediately apparent. What the EAS does is build a subtle influence on IT to take a decision in favor of implementing solutions that business users find useful. It could, in the future, develop group bargaining capabilities, allow the partner-developer to set pricing models and create the dynamics that ensure partner-developers work harder at selling the apps that are improving the productivity and efficiency of SAP users. 05

6 About Wipro Technologies Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a 360º view of Business through Technology helping clients create successful and adaptive businesses. A company recognized globally for its comprehensive portfolio of services, a practitioner s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has 130,000 employees and clients across 54 countries. 06

7 DO BUSINESS BETTER NYSE:WIT OVER 130,000 EMPLOYEES 54 COUNTRIES CONSULTING SYSTEM INTEGRATION OUTSOURCING WIPRO TECHNOLOGIES, DODDAKANNELLI, SARJAPUR ROAD, BANGALORE , INDIA. INFO@WIPRO.COM, TEL: +91 (80) , FAX: +91 (80) North America South America Canada United Kingdom Germany France Switzerland Poland Austria Sweden Finland Benelux Portugal Romania Japan Philippines Singapore Malaysia Australia Copyright Wipro Technologies. All rights reserved. No part of this document may be reproduced, stored in a retrieval system, transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without express written permission from Wipro Technologies. Specifications subject to change without notice. All other trademarks mentioned herein are the property of their respective owners. Disclaimer: The views represented here are those of the author and do not necessarily represent those of Wipro Technologies. IND/RB/April

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