2011 Forrester Research, Inc. Reproduction Prohibited

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2 Developing A Successful Mobile Strategy Christian Kane Analyst Forrester Research May 31, Forrester Research, Inc. Reproduction Prohibited

3 Agenda Workforce trends for supporting mobile devices Segmenting your workforce Building an empowered mobile policy 3

4 Source: Scott Adams, Dilbert, May 28, 2008 ( 4

5 We re all highly influenced by the technology we use at home Base: 4,982 North American and European technology end users Source: Forrsights Workforce Employee Survey, Q

6 IT managers must proactively embrace new technologies that benefit the business it supports Base: 4,982 North American and European technology end users Source: Forrsights Workforce Employee Survey, Q

7 Mobility-related initiatives are top enterprise priorities Base: 1,648 mobile Technologies and services decision-makers at North American and European companies (multiple responses accepted) 7 Source: Forrsights Networks And Telecommunications Survey, Q1 2012

8 Android, Blackberry, and ios dominate IT s attention today Base: 1,535 North American and European enterprise IT executives and technology decision-makers 8 Source: Forrsights Networks And Telecommunications Survey, Q1 2012

9 but ios is the priority for many firms tomorrow 9 Base: 1,535 mobile technologies and services decision-makers at North American and European companies (multiple responses accepted) Source: Forrester s Forrsights networks and telecommunications survey, Q1 2012

10 Security and BYOD are still the top mobile challenges Base: 1,535 mobile technologies and services decision-makers at North American and European companies (multiple responses accepted) 10 Source: Forrester s Forrsights networks and telecommunications survey, Q1 2012

11 IT is struggling to keep pace with mobile momentum The consumerization of IT impacts: Application development. Application delivery. Device management and support. Security. Expense management. Acceptable use policy. There s pent-up demand for productivity on mobile devices, and IT can no longer get away with a one size fits every employee approach. IT needs to engage in a conversation with the business it supports in order to better understand what it needs and how its needs are changing. 11

12 Segmenting Your Workforce Forrester Research, Inc. Reproduction Prohibited

13 How workforce segmentation helps Save money on computers and software. Prioritize hardware and software deployments. Drive technology adoption and culture change. Use workforce personas to have a business conversation. 13

14 There are different approaches to segmentation The right approach depends on how the segments will be used to improve planning and execution. Segments can be based on: Function (e.g., finance, executive, etc.). Technology use (e.g., mobile or collaboration). Work requirements (e.g., remote, security). Attitude toward technology (e.g., self-starter). The best segmentation starts with a clear definition of how the segments will be used but the end result must be clear, simple, actionable, and long-lasting. 14

15 Sample segments as workforce personas Uses many applications DIANE Deskbound contributor (24%) MICHAEL Mobile professional (28%) Low need for mobility ANDIE Accidental iworker (35%) High need for mobility OLIVER Offline practitioner (13%) 15 Uses few applications

16 A sample service provisioning matrix Employee segment Service Accidental iworker Offline practitioner Deskbound contributor Mobile professional Laptop Low High Medium High Smartphone Low High Medium High Company-provided mobile plan Low Medium Low High Telecommuting Low Medium Medium High , calendar, contacts High High High High Team sites Low Medium High High Portal Medium Medium High High Instant messaging Low Medium High High Web conferencing Low Medium High High Telepresence Low Medium Medium High Desktop videoconferencing Low Low High High Social technology Low Medium High High 16

17 Building An Empowered Mobile Policy Forrester Research, Inc. Reproduction Prohibited

18 Why a BYOD program? A BYOD program: Provides highly empowered workers a choice of device and OS. Offers the same experience as a managed device but reduces dependence on IT. Encourages self-service via a BYOD website. Controls the service, not the hardware. Should be simple to participate in. Our New Ways Of Working group has been a very collaborative experience between the business and IT, and it s been interesting to see the shift that has happened over the past 24 months. IT has come alive, and they are very much leading the effort now. They re not just meeting expectations but exceeding them and bringing new thinking to the table. Conversations that were completely impossible 18 months ago are now happening. Senior manager, digital marketing, IT solutions Examples: Carfax Cisco Citrix Google IBM Intel Kraft Microsoft Shell Sybase Unisys 18

19 Mobile device ownership considerations Considerations Corporate-owned Employee-owned Procurement Centrally procured Employee-owned Cost Negotiated voice and data rates Stipend only for those who qualify Life cycle Approximately 18 months Employee-determined Support Fully supported Limited or self-support Security Fully secured Baseline level of security Compliance Expense and usage tracking Expense tracking can be tricky 19

20 Most firms only do the basics 20 Base: 1,535 mobile technologies and services decision-makers at North American and European companies (multiple responses accepted) Source: Forrester s Forrsights networks and telecommunications survey, Q1 2012

21 A tiered approach to employee smart mobile support Services Devices Apps Fully managed devices Security Management Help desk BlackBerry iphone , calendar, browser Business applications Some personal apps Lightly managed devices Employee-owned Security Management Some reimbursement ios 4+ Android 2.2+ Windows Phone , calendar, contacts Some business apps Some personal apps Baseline devices Employee-owned Baseline security Baseline management No Reimbursement ios 4+ Android 2.2+ Windows Phone , calendar, contacts No business apps Personal apps 21

22 Today, BYOD programs are beginning to overtake corporate owned programs Who pays for the following mobile services that you use for work? Mobile data (on a phone) (like , text, Internet access) 86% of workers pay for some or all of their device 22 Base: 2,828 North American and European end users who use a mobile phone or smart phone for work Source: Forrsights Workforce Employee Survey, Q4 2011

23 Stipend model considerations Stipend is usually designated for a subset of employees with employee-owned mobile devices whose needs and usage meet company requirements. Sample stipend model Baseline No monthly stipend Entry usage Standard usage Heavy usage $30 to $50 per month $50 to $75 per month $75+ per month Insurance Roaming and overages + Accessories Taxes 23 Source: December 9, 2009, Market Overview: Telecom Expense Management Forrester report

24 Application and data considerations There are two different approaches (corporate sandbox versus trusted model). IT reserves the right to manage and secure any mobile device with access to corporate data. IT is only responsible for managing, securing, and backing up corporate data, leaving personal data untouched. Heavily regulated industries often prevent access to consumer-grade application stores due to security/productivity concerns. Concerns about jailbreaking/rooting persist. Enterprise-class application stores are still very nascent. 24

25 Noncompliance with policy considerations HR-related usage infractions for: Downloading inappropriate material/apps Not reporting lost/stolen devices Overuse for personal reasons Usage infractions for: Not following security policy Not following local, state, or federal laws (e.g., texting while driving, not upgrading to proper software versions within a specific time frame, etc.) Fee-applicable infractions for: Excessive 411 Over-budget warnings Unauthorized replacements/upgrades 25

26 Recommendations In the near term: 1. Segment your workforce. 2. Define a mobile strategy which includes all mobile initiatives. 3. Invest in a mobile device management solution or managed service that supports multiple platforms. In the long term: 1. Plan to support employee-owned devices. 2. Enforce a baseline of protection across all mobile devices, regardless of who owns the hardware. 3. Build or buy an enterprise-grade application store. 26

27 Thank you Christian Kane Forrester Research, Inc. Reproduction Prohibited

28 Selected Forrester research May 16, 2012, Define A Roadmap For Mobile Security And Operations May 11, 2012, Develop Mobile Operations And Security Balanced Scorecards February 22, 2012, Corporate App Store Environments Open New Market Opportunities January 3, 2012, Market Overview: Cloud-Hosted Mobile Device Management Solutions And Managed Services January 3, 2012, Market Overview: On-Premises Mobile Device Management Solutions October 17, 2011, Build An Operations Stairway To The Mobile Future September 19, 2011, 10 Lessons Learned From Early Adopters Of Mobile Device Management Solutions January 11, 2011, Fifteen Mobile Policy Best Practices 28

29 Appendix Forrester Research, Inc. Reproduction Prohibited

30 Vendors have origins spanning , MDM, PC management, and services MDM solutions are offered from: Pure-play mobile device management vendors Client management vendors Mobile security vendors Mobile operators, services vendors, and global IT infrastructure outsourcers Managed services are bringing together MDM and complementary solutions (i.e., expense, connectivity, and user/service management). 30

31 MDM vendors have trouble differentiating their solutions January 2012 Market Overview: Cloud-Hosted Mobile Device Management Solutions And Managed Services 31

32 Key vendors providing mobile device management support Which vendor(s), if any are you using to support smartphone and tablet management? 32 Base: 576 mobile decision-makers who support smartphones and tablets at companies with employees Source: Forrsights Networks And Telecommunications Survey, Q1 2012

33 MDM solutions have developed in many different directions Primary Differentiators Secondary Differentiators Delivery model SaaS vs. On-prem Container vs. API management Secure tunnels Self-service Enterprise application store Telecom expense management Content management Secure document containers Application management SDKs available 33

34 Firms are still trying to figure out which apps to build 34 Base: 1,248 mobile technologies and services decision-makers at North American and European companies with 20 or more employees Source: Forrsights Networks And Telecommunications Survey, Q1 2012

35 Mobile applications will be developed and delivered differently 35

36 Corporate App Stores are emerging as a distribution channel for IT-approved mobile applications Stage 1: Basic Through 2012 Stage 2: Advanced 2013 Stage 3: Extended 2014 and Beyond February 2012 Corporate App Store Environments Open New Market Opportunities 36

37 Recommendations: Establish a mobile operations strategy to address current and future requirements 37