September 2009 Economic Impact Of A BlackBerry Solution In North American Enterprises A Study Of The Adoption And Total Economic Impact (TEI) Of BlackBerry At Enterprise Organizations A commissioned study conducted by Forrester Consulting on behalf of Research In Motion (RIM)
TABLE OF CONTENTS Executive Summary...3 Key Findings...3 Introduction...4 Study Approach And TEI Methodology...8 Study Approach...8 TEI Methodology...9 Study Disclosures...9 Cost and Benefit Definitions...10 Profile Of Enterprises In Each BlackBerry Maturity Deployment Stage...13 Reactive Deployment Stage...13 Proactive Deployment Stage...16 Integrative Deployment Stage...19 Comparison Across Mobile Maturity Stages...22 Study Conclusions...25 Appendix A: Profile Of Quantitative Survey Respondents...27 Appendix B: Total Economic Impact Overview...29 Appendix C: Glossary...32 Appendix D: TEI and ROI Model Details...33 Appendix E: Endnotes...39 2009, Forrester Research, Inc. All rights reserved. Unauthorized reproduction is strictly prohibited. Information is based on best available resources. Opinions reflect judgment at the time and are subject to change. Forrester, Technographics, Forrester Wave, RoleView, TechRadar, and Total Economic Impact are trademarks of Forrester Research, Inc. All other trademarks are the property of their respective companies. For additional information, go to www.forrester.com. - 2 -
Executive Summary In September 2008 Research In Motion (RIM) commissioned Forrester Consulting to examine the total economic impact and potential return on investment (ROI) enterprises can realize by deploying mobility solutions using BlackBerry smartphones and BlackBerry Enterprise Server software. 1 Forrester defines a BlackBerry enterprise solution as consisting of both BlackBerry smartphones and the BlackBerry Enterprise Server which together deliver a range of benefits to the organization. BlackBerry smartphones are mobile handheld devices that enable companies to deploy a variety of wireless voice and data applications including push e-mail, wireless calendaring, voice, text messaging, multimedia applications, and Web browsing. The BlackBerry Enterprise Server is mobile middleware software that provides a secure wireless gateway for BlackBerry devices and connects to enterprise network software to redirect emails and synchronize information between desktop and mobile software. Enterprises are in various s of deploying BlackBerry enterprise solutions and mobile applications to improve the productivity of mobile employees within their organizations. To quantify the total economic benefits and impact of deploying BlackBerry solutions in enterprise organizations Forrester used a multi-faceted research approach including quantitative surveys and qualitative discussions with mobility decision makers to determine the range of economic costs, benefits and ROI impacts of deploying BlackBerry enterprise solutions. Sources of information used to calculate the TEI ranges included: 1) quantitative interviews with 150 IT and mobile decision makers working in enterprises headquartered in North America with a minimum of 1,000 employees; 2) qualitative interviews with mobility decision maker stakeholders; 3) in depth discussions with enterprises that have deployed BlackBerry smartphones, and 4) Forrester knowledge and expertise related to enterprise mobility trends and initiatives in North America. Key Findings Forrester used results from this study to categorize enterprises into three BlackBerry mobile solution maturity s: reactive deployment, proactive deployment, and integrative deployment. Key factors driving an organization s maturity include the breadth of BlackBerry smartphone deployment across employees in the organization and the range of mobile applications the company is deploying. Reactive organizations deploy BlackBerry smartphones to CXO s, managers, and sales personnel, and implement basic mobile applications such as email, calendar, and personal information management (PIM). Organizations in the proactive deploy BlackBerry smartphones and mobile applications to a broader range of employees including customer service and support and IT personnel in addition to the executives and sales personnel. Companies in the integrative deployment view mobility solutions as key strategic initiatives and have widely deployed BlackBerry smartphones and mobile solutions to a broad array of employees in the enterprise. Forrester also created a calculator tool to help organizations identify which mobile solution maturity they are in and to quantify the key productivity benefits, costs, and ROI analysis associated with deploying BlackBerry solutions. Key results from this study include: Employees in the sales, field service and executive management roles achieve the largest increases in productivity. BlackBerry solution deployment and mobile applications enhance the productivity of a wide range of employees in the organization. Results from this study show that sales force personnel, field service workers, and executive management achieve the greatest productivity increases each week using BlackBerry devices. Productivity benefits range from saving 1 to 2 hours per week for sales, field service, and executive managers in reactive organizations, to improving productivity by 13 to 21 hours per week for sales personnel in integrative deployment enterprises. - 3 -
Enhanced business efficiency benefits account for the majority of BlackBerry solution deployment benefits across all maturity s. We define business efficiency benefits as improved employee productivity and increased employee satisfaction. These productivity benefits vary depending on the type of employee using the BlackBerry device, the range of mobile applications deployed over these devices, and the maturity deployment of the organization Business efficiency benefits account for the vast majority of benefits associated with BlackBerry solution deployment across all s of the maturity model. More specifically, business efficiency benefits account for more than 75% of the benefits achieved in reactive organizations, 68% of proactive benefits, and approximately 60% of business benefits in integrative organizations. Mobile security benefits are a key benefit enterprises achieve from deploying BlackBerry solutions. Mobile security benefits from BlackBerry solution deployment including better corporate regulatory compliance and reduced cost to maintain mobile device security account for 20% to 30% of total benefits. Regulatory compliance benefits are the result of creating audit trails to adhere to government and industry regulations (e.g. SOX, HIPAA, PCI). Reduced security costs are achieved by avoiding BlackBerry smartphone security maintenance costs and reducing security breach issues when devices are lost or stolen.security benefits are also due to the inherent security components of the BlackBerry Enterprise Server. These security benefits become increasingly important as companies evolve to more advanced mobile maturity s because a greater amount of proprietary and sensitive corporate information is deployed over BlackBerry smartphones. Voice and data plan costs account for the majority of total costs across all maturity s. Interviews with existing BlackBerry customers and surveys of North American enterprise organizations show that the monthly price of voice, data, and combined voice and data plans is standard across enterprise organizations. The majority of costs associated with owning BlackBerry smartphones are from cellular voice and/or data plans, which account for up to 75% of the total costs in reactive organizations, and at least 58% of total costs in integrative organizations. The ROI range improves dramatically for each BlackBerry solution maturity.. CXO s in enterprise organizations are putting intense focus on justifying mobile device and solution investments based on the ROI ratios and timelines. Results of the this TEI study show that the three year risk adjusted ROI for each deployment improves significantly at each. The three year risk adjusted ROI for each of the mobile maturity model is: 560% to 827% in the reactive ; 825% to 1,251% in the proactive, and 1,589% to 2,829% in the integrative maturity. These ROI benefits are achieved as enterprises expand their mobile device usage and application deployment across a wider group of enterprises in the organization. Introduction In September 2008 RIM commissioned Forrester Consulting to examine the TEI and potential ROI enterprises can realize by deploying BlackBerry smartphones and BlackBerry enterprise solutions to employees. Forrester defines a BlackBerry enterprise solution as consisting of both BlackBerry smartphones and BlackBerry Enterprise Server software, which together deliver a range of benefits to the organization. BlackBerry smartphones enable companies to deploy a variety of wireless voice and data applications to employees including push e-mail, wireless calendaring, voice, text messaging, Web browsing, field service applications, customer service and support applications, expense management and others. The BlackBerry Enterprise Server is often a key component of these mobility solutions that provides a secure wireless gateway for BlackBerry devices and connecting enterprise network software to redirect emails and synchronize information between - 4 -
desktop and mobile software. Companies are in various s of deploying BlackBerry solutions and mobile applications to improve the productivity of mobile employees within their organizations. To quantify the total economic benefits and impact of deploying BlackBerry devices to employees, Forrester used a multi-faceted research approach including quantitative surveys and qualitative discussions with mobility decision makers to determine the range of economic costs, benefits and ROI impacts of deploying BlackBerry enterprise solutions. Sources of information used to calculate these ranges include: 1) quantitative interviews with 150 IT and mobile decision-makers working in enterprises headquartered in North America with a minimum of 1,000 employees; 2) qualitative interviews with mobility decision-maker stakeholders; 3) in-depth discussions with enterprises that have deployed BlackBerry smartphones; and 4) Forrester knowledge and expertise related to enterprise mobility trends and initiatives in North America.. BlackBerry Maturity Deployment Stages Using the combined study results Forrester Research developed the BlackBerry Maturity Model which categorized enterprises into three BlackBerry solution maturity s: reactive deployment, proactive deployment, and integrative deployment. As a company expands the use of BlackBerry smartphones and solutions across a wider range of employees in the enterprise and broaden the array of mobile applications deployed over these devices, the company s BlackBerry maturity will evolve. The maturity an enterprise is in depends on how evolved the organization s use of BlackBerry smartphones and applications are throughout the organization. A brief description of each of these deployment s is included below. Reactive deployment : Enterprises in the reactive focus their BlackBerry smartphone and solution deployments primarily on CXO executives, sales personnel, and managers who are road warriors. Mobile applications are primarily focused on email, calendar, and PIM. These reactive enterprises are followers when it comes to deploying new mobile technology initiatives. Proactive deployment : Organizations in the proactive deploy BlackBerry smartphones and mobile solutions to a broader range of employees including not only senior executives, managers, and sales personnel, but also to personnel in the customer service business units. These organizations are also likely to use more than one type of mobile operating system platform to address the smartphone device and mobile solution requirements of various types of business users in the company. Integrative deployment : Companies in the integrative deployment are the most progressive in their smartphone and mobile solution initiatives. These organizations view BlackBerry smartphones and mobility solutions as key strategic initiatives. BlackBerry smartphone deployment is wide reaching in these companies with deployment to a wide variety of employees including executive assistants, IT and finance personnel, and customer service agents, in addition to CXO s, managers, and sales force personnel. Additional details showing the profile of the 150 respondents participating in the quantitative survey are included in Appendix A. Many North American Enterprises Use BlackBerry Smartphones Over the past few years, the concept of mobility solutions for enterprises has gained momentum, and many enterprises are revisiting their mobile device and application usage to address the needs of an increasing number of mobile workers who can use these devices and applications to improve worker productivity and efficiencies. - 5 -
Enterprises identify expanding mobility support to employees as a top 10 telecom priority for the year. Nearly 35% of all enterprise respondents identified offering more mobility support such as supporting more mobile devices, deploying additional mobile operating systems, and implementing more mobile applications for employees as a critical or high priority in the coming year. 2 We expect mobile priorities to continue to rise in importance as new types of mobile devices make their way into the corporate environment and force enterprises to develop and formalize their corporate strategy for dealing with mobile devices, applications, and the increasing number of employees who want to receive mobile device and application support from the corporation. More than three quarters of North American enterprises support or manage the BlackBerry operating systems. The smartphone landscape in enterprises is quite fragmented with many different operating system vendors including BlackBerry, Windows Mobile, and Symbian. More recently iphone, Android and Palm Pre have entered the game. Most North American enterprises support more than one mobile operating system (see Figure 1). The BlackBerry operating system is the most commonly used in North American enterprises, with more than 75% of enterprises supporting or managing smartphones using the BlackBerry operating system. The Windows Mobile operating system is also used by many North American enterprises, and approximately 50% of these enterprises support more than one operating system. Enterprises are moving beyond mobile email and calendar application deployment. Forrester s Enterprise And SMB Networks And Telecommunications Survey results show that adoption of wireless email or BlackBerry email is well on its way among North American enterprises (see Figure 2). Mobile email is a widely available application in enterprises, and 78% of North American enterprises have already implemented or are expanding their implementation of wireless email or BlackBerry email applications. Email applications tend to be deployed to senior-level executives, managers, and sales personnel who are road warriors or are away from their desks often. We expect the next wave of mobile application adoption to be driven by addressing the needs of mobile line-of-business workers. Examples of line-of-business employees include field service professionals, truck and bus drivers, and emergency or critical support workers in the government setting. - 6 -
Figure 1: BlackBerry Devices Have A Strong Presence In North American Enterprises - 7 -
Figure 2: Enterprises Are Broadening Mobile Application Deployment Beyond Email And Calendaring What are your firm's plans to implement or expand its use of the following mobile applications? (implementing or expanding use) Wireless email or BlackBerry 82% Personalized contacts and calendar 62% Emergency/critical response applications Inventory management Sales force applications Field service applications Customer-facing applications (e.g., application customers can use) Logistics applications Enterprise asset management Location-based applications (e.g., asset tracking, GIS, AVL) Mobile printing 25% 25% 24% 21% 20% 18% 17% 15% 10% Base: 302 IT decision-makers with mobile decision authority at North American enterprises with 1,000+ employees (multiple responses accepted) Source: Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2009 Study Approach And TEI Methodology Study Approach The approach to this study included primary qualitative and quantitative research as well as knowledge and expertise from Forrester reports related to enterprise mobility trends and adoption factors. The five sources of insight Forrester used for this study were: 1. Data from existing Forrester reports and studies related to overall enterprise mobility trends and BlackBerry adoption among North American enterprises. 2. Interviews with RIM marketing executives and sales personnel to fully understand the potential value proposition associated with deploying RIM/BlackBerry solutions. 3. In-depth interviews with eight North American enterprise organizations that have deployed and are currently using BlackBerry devices. 4. Online survey of 150 mobility decision makers in enterprises with 1,000 or more employees headquartered in North America. The survey focused on the current and future lifecycle costs and benefits of BlackBerry device deployment to enterprise employees. 5. Based on results from the in-depth interviews, online survey results, and discussions with RIM executives, Forrester constructed a financial model and an interactive calculator to help enterprise organizations determine the ROI and total financial value of deploying - 8 -
BlackBerry devices to employees. This financial model identified a range of economic costs, benefits, and ROI analysis of deploying BlackBerry enterprise solutions based on input from quantitative surveys and qualitative discussions with mobility decision makers. TEI Methodology RIM selected Forrester for this project because of its industry expertise in mobility and Forrester s TEI methodology. TEI not only measures costs and cost reduction (areas that are typically accounted for within IT) but also weighs the enabling value of a technology in increasing the effectiveness of overall business processes. TEI is a methodology developed by Forrester Research that enhances a company s technology decision-making process and helps vendors communicate the value proposition of their products and services to clients. The TEI methodology helps companies demonstrate, justify, and realize the tangible value of IT initiatives to both senior management and other key business stakeholders. Using information from the in-depth interviews with enterprise organizations in North America and results from the quantitative survey of 150 enterprise mobility decision makers in North America, Forrester constructed a TEI framework to be used by enterprises with 1,000 plus employees that are considering BlackBerry solution deployment. The objective of the TEI framework is to identify the cost, benefit, flexibility, and risk factors that impact the investment decision. This framework was used to model an interactive ROI calculator that can assist RIM s prospects and current customers with evaluating the financial impact of deploying the BlackBerry solution in the organization. The results of this framework and analysis are detailed in this study. Forrester employed four fundamental elements of the TEI methodology to model the BlackBerry solution impacts: 1. Costs: Forrester included all direct and indirect costs to acquire, support and maintain BlackBerry smartphones and BlackBerry Enterprise Server solutions. 2. Benefits: Forrester quantified typical hard and soft benefits of deploying BlackBerry smartphones and solutions among business users and IT executives. 3. Risk: Forrester s analysis captures the uncertainty in the cost and benefits estimates to reflect challenges associated with large scale IT investments (e.g. BlackBerry solution deployment). 4. Flexibility: Forrester also evaluated potential financial investments in the form of expanded deployment to gain business agility and other benefits at some additional cost. Please see Appendix C for additional information on the TEI methodology. Study Disclosures The reader should be aware of the following: The study is commissioned by RIM and delivered by the Forrester Consulting group. RIM reviewed the study results and provided feedback to Forrester. However, Forrester maintains editorial control over the study and its findings, and does not accept changes that contradict Forrester s analysis of the study results. - 9 -
The names and contact information for the eight in depth customer interviews were provided by RIM. Forrester makes no assumptions regarding the potential ROI that other organizations will receive. Forrester strongly advises readers to use their own estimates within the framework described in this report to determine the appropriateness of investing in RIM or BlackBerry devices. This study is not meant to be used for competitive product analysis. Cost and Benefit Definitions Costs A key component of the TEI methodology is identifying the costs and benefits associated with deploying BlackBerry devices across the organization. A detailed description of each of the costs and benefits captured in the TEI analysis and calculator tool is included below (see Figure 3). Figure 3: Costs Of BlackBerry Solution Deployment Captured In The TEI Analysis Cost category BlackBerry Enterprise Server Reactive deployment Proactive deployment Integrative deployment $48 $100 $45 BlackBerry smartphones $639 $739 $741 User support $66-$73 $71-$75 $171-$206 End user training $52-$77 $231-$254 $240-$289 Voice and data plans $2,363 $2,459 $2,079 Mobility applications $0 $72 $193.Total three-year cost per BlackBerry $3,168-$3,200 $3,672-$3,699 $3,470-$3,552 smartphone Average annual cost Per BlackBerry smartphone $1,056-$1,067 $1,224-$1,233 $1,156-$1,184 Cost drivers Variances are driven by the number of BlackBerry Enterprise Servers, whether the organization has separate testing, production, or back-up servers, the cost of each server, and the maintenance fees. Costs vary due to the number of BlackBerry smartphones supported and corporate liable device policy. User support costs increase along with the number of mobile applications deployed. Costs driven by the number of users and the number of mobile applications available to users. Voice and data plans are the key driver of costs across all deployment s. Costs driven by the number of mobile applications beyond email Deployment strategies drive total BlackBerry Enterprise Server costs. BlackBerry Enterprise Server costs include the license fees, hardware and software costs for the solution, the professional service fees, and labor costs related to BlackBerry Enterprise Server implementation and ongoing maintenance. Companies use various BlackBerry Enterprise Server deployment strategies which impact these costs. Some firms purchase a back-up server for each BlackBerry Enterprise Server in the production environment, while other companies purchase separate testing and trial servers. Another option is to use a managed BlackBerry Enterprise Server solution. Voice and data plan expenses account for the vast majority of deployment costs. Between 59% and 75% of costs are due to voice and data expenses. These expenses include the monthly costs for cellular voice and cellular data plans for each BlackBerry smartphone. These costs are also driven by the corporate liability policies for smartphones. - 10 -
Some companies pay for a certain percentage of these voice and data costs while others allow employees to expense back these charges to the organization. BlackBerry smartphone devices account for approximately 20% of total BlackBerry solution deployment costs. Total BlackBerry solution deployment costs include the BlackBerry Enterprise server cost, the cost to purchase each device, the cost of internal labor or professional services to customize, configure, test, deploy, and train users, and the cost of mobile applications. A key variable driving BlackBerry smartphone costs is the percent of these costs paid by the enterprise. Some enterprises pay for all of these device costs for employees while others are willing to subsidize a portion of these device costs. These smartphone expenses also include the cost of customizing, testing, configuring, and deploying each of these smartphones. Benefits A wide range of benefits are achieved by deploying BlackBerry smartphones to employees throughout the organization. These benefits are categorized into enhanced business efficiency, security benefits, cost avoidance benefits, and workflow benefits. Definitions of specific benefits achieved through BlackBerry smartphone and solution deployment, as well as key drivers impacting these benefits are identified below (see Figure 4). Enhanced business efficiencies are the primary benefits achieved through BlackBerry deployment. BlackBerry devices enable workers to be more efficient and productive in their daily work activities. These productivity benefits vary depending on the type of employee using the BlackBerry device, the range of mobile applications deployed over these devices, and the maturity deployment of the organization (see Figure 5). For example sales professionals can improve weekly productivity by 1 to 2 hours per week in a reactive deployment organization, 4 to 7 per week hours in a proactive organization, and 13 to 21 hours per week in an integrative organization. Significant productivity benefit ranges are also achieved by field service and executive management personnel. Addressing security benefits are important drivers of BlackBerry deployment. Many companies identify security benefits as key reasons for deploying BlackBerry devices. There are two types of security benefits: regulatory compliance benefits and reduced mobile security costs. Regulatory compliance improvements are calculated based on reducing time spent by employees on ensuring regulatory compliance through audit trails and adhering to SOX, PCI, and HIPAA regulations. Reduced mobile security costs are achieved by reducing time spent maintaining mobile device security due to using BlackBerry devices as opposed to other types of mobile operating systems. Companies can achieve additional workflow benefits as a result of BlackBerry device deployment. As companies evolve their BlackBerry deployment initiatives across a range of employees in the organization and move to a more integrative deployment, additional efficiency benefits can be achieved in certain workflow processes (see Figure 6). For example IT personnel can improve performance by using BlackBerry devices to resolve help desk requests more quickly and to increase the number of help desk questions each staff member can address. In addition back office benefits are achieved when employees use BlackBerry devices to improve the efficiency and timeliness of booking, maintaining, and collecting payments on monthly account receivables. - 11 -
Figure 4: Business Efficiency, Security, and Cost Avoidance Benefit Definitions Enhanced business efficiency Security benefits Costavoidance benefits Benefits Definition Key drivers Increased employee productivity Increased employee satisfaction leading to reduced employee turnover Improved regulatory compliance Reduced mobile security costs Savings on hardware and software fees by using a single device vendor Cost avoidance of Wi-Fi or hotspot connectivity Reduced staff overtime charges These benefits are determined by the number of hours of improved productivity each functional employee in the organization achieves by using BlackBerry smartphones. The benefit calculations are also based on the FTE hours for employees in each employee functional area that achieved these productivity gains. These satisfaction benefits are calculated based on reductions in the annual employee attrition rates. These attrition benefits are due to the flexibility that is provided to employees who have the ability to work remotely and to access mobile applications through BlackBerry smartphones. Regulatory compliance benefits are calculated by the reduction in time spent by employees in ensuring regulatory compliance by creating audit trails and adhering to SOX, PCI, and HIPAA regulations. Reduced mobile security costs are based on the reduction in time spent on maintaining the security of mobile devices in an organization due to using BlackBerry smartphones as opposed to other types of smartphoneoperating systems. Some enterprises may standardize on one mobile operating system and will only support employees who use those smartphone devices. Cost benefits are achieved because the organization does not need to replicate costs of managing multiple mobile operating systems or to use mobile device management vendors to support a heterogeneous environment. Benefits are calculated by determining the reduction in costs associated with connecting to the Internet via a laptop or minimizing Wi-Fi connection costs at hotels or airports. Some benefits can be achieved by avoiding overtime charges that are not necessary due to employees being able to be more efficient during normal work hours. Business efficiencies increase as more mobile devices and mobile applications are deployed to address the needs of various types of workers in the organization. As the number of employees who use BlackBerry smartphones increases, the attrition rate should decline because employees have the flexibility to stay in contact with the office while they are away from their desk. Regulatory compliance benefits will vary depending on specific vertical industry requirements (e.g., SOX requirements in financial services and HIPAA regulations in healthcare). Mobilesecurity benefits are based on the number of confidential corporate and customer records at risk and the probability of a catastrophic event occurring that jeopardizes the confidentiality of those records. Efficiencies are achieved because these companies do not need to duplicate investments in hardware and software to support a multi-operating-system environment As more employees use their BlackBerry smartphones to communicate while they are at the hotel, in airports, or at hot-spot locations, the Internet connectivity costs and Wi- Fi fees will decline. Improvements in employee productivity by using BlackBerry smartphones during normal office hours will help enterprises avoid paying overtime fees to workers. Figure 5: Productivity Hours Achieved Per Week By Employees Using BlackBerry Devices Functional area Reactive deployment Proactive deployment Integrative deployment Sales 1-2 4-7 13-21 IT 1 1-2 2.5-3.5 Admin/finance/HR 0.5 0.5 0.5 Field service 1-2 4-6 5-10 Customer service 1 1 2-3 Supply chain 1 1 1 Executive management 1-2 4-5 4-8 Physical plant/security team 1 1 1-12 -
Figure 6: Additional Workflow Benefits Can Be Achieved Through BlackBerry Deployment Benefits Definition Key drivers Shorten sales cycle Shortened sales cycle benefits include the time saved through more effective internal communication and reducing delays in the proposal development process. These benefits include the time spent accessing product experts, pricing information, and legal review. IT personnel can improve their performance using BlackBerry smartphones to resolve help desk requests quicker and increase the efficiency of resolving issues and the number of help desk questions the IT staff can address. With improved communication, the ability to contact others on the road, and reservationless conferencing capabilities, the time to develop sales proposals may be reduced. Improved IT performance The type of mobile applications developed for and used by the IT organization, beyond email, drive these benefits. Accelerate back-office support Back-office benefits are achieved when employees use BlackBerry smartphones to improve the efficiency and timeliness associated with booking, maintaining, and collecting payments on monthly account receivables. Support staff with BlackBerry smartphones reduce the time required for workflow authorization, which leads to faster billing cycles and quicker expense authorization. Improve field service Management Field service employees can decrease the number of hours associated with scheduling and dispatch as a result of improved availability and status trackingthrough BlackBerry device usage. Employees optimize communication processes that improve the scheduling and dispatching of service staff, minimizing cost and maintaining good customer service. Workflow benefits Improved resolution of customer issues Reduction in number of Level 1 and Level 2 customer service and support calls as a result of resolving customer issues more quickly and efficiently Enhanced communication between customer service personnel and subject matter experts via BlackBerry smartphones enables customer issues to be resolved more quickly, and increases the number of issues resolved. Increase customer experience and retention BlackBerry smartphones can help improve customer experience by decreasing the response time of resolving customer concerns and decreasing the corporate losses attributable to poor customer service. BlackBerry smartphones can help shorten the project completion time because BlackBerry smartphones improve communication among employees in various groups in the organization. Improved communication between customer service and subject matter experts, through presence awareness, call forwarding, and other tools, enables customer issues to be resolved quickly and improves customer retention. Shorten time-to-market Improved communication among project teams reduces project completion time, which can decrease time-tomarket for new products. Improve ability to address and resolve corporate issues Benefits are calculated based on the number of hours saved by using BlackBerry smartphones to reach senior executives and resolve questions affecting revenue generation. Improved communication by your organization's executive team improves the ability to address and resolve pressing corporate issues and reduces the need for executives to travel to external sites and branch offices. Hasten response to physical security and plant incidents Plant security benefits are achieved by using BlackBerry smartphones to quickly identify plant security issues and reach a member of the security team to address physical security and plant incidents. BlackBerry smartphones deployed to the physical plant/security team enable a company to shorten the time to address a plant security incident. Profile Of Enterprises In Each BlackBerry Maturity Deployment Stage Using study results Forrester constructed a TEI framework and calculator to help enterprises identify the costs, benefits, and ROI to deploying BlackBerry solutions and to determine which phase of the BlackBerry Maturity Scale they are in. Based on the breadth of BlackBerry smartphone and solution deployment, as well as on the types of mobile applications used by employees over these devices, Forrester identified a three BlackBerry Maturity Scale. These three deployment s are: reactive, proactive, and integrative. For each maturity, a range of costs, benefits and ROI analysis results was identified based on input from quantitative surveys and qualitative discussions with mobility decision makers. A profile of the BlackBerry solution deployment and application initiatives of companies in each of these s is included below. Reactive Deployment Stage Enterprises in the reactive deployment of maturity are in the early s of BlackBerry smartphone deployment. These organizations generally take a cautious, conservative view when implementing new types of technology (such as mobility solutions and applications) and may wait until their competitors have deployed a new technology before implementing it in their organization. The three-year ROI per BlackBerry smartphone in reactive- organizations is 560% to 827% (see Figure 7). Reactive organizations deploy BlackBerry smartphones primarily to CXO-level executives, managers, and sales personnel who are often away from their desks or are road warriors. The mobile applications used by workers in reactive - 13 -
organizations are primarily email, calendar, and PIM functionality. Future mobile device deployment initiatives will be conservative and driven by competitor activities as these companies are considered to be followers when it comes to implementing new mobile technology initiatives. Figure 7: ROI Analysis For A Reactive-Deployment-Stage Enterprise Three-Year Risk-Adjusted ROI 827% Three-Year Risk-Adjusted ROI 560% Voice and data plan expenses account for a majority of reactive deployment costs. The three-year cost per device of reactive deployment companies is primarily driven by voice and data plan expenses, which account for nearly 75% of total costs (see Figure 8). The cost of BlackBerry smartphones account for about 20% of total costs. There are no additional mobility application expenses included in reactive organization costs because these companies do not deploy mobility applications beyond basic email and calendaring. User support and end user training costs are also minimal, each accounting for about 2% of overall costs because training expenses and end user support requirements are minimal for these basic, easy-to-use mobile applications. - 14 -
Figure 8: Detailed Cost Breakdown For Reactive Stage Deployment $3,500 $3,000 $2,500 $2,000 $1,500 $1,000 $500 $0 Cost Category $2,363 $2,363 $639 $639 $52 $48 0% $66 0% Low Range High Range Three-Year Cost Per BlackBerry Smartphone $77 $48 $73 Voice and Data Plans BlackBerry Smartphones End User Training BlackBerry Enterprise Server User Support Mobility Applications Percent of Total BlackBerry Smartphone Cost BlackBerry Enterprise Server $48 1.5% BlackBerry Smartphones $639 20.2% - 19.9% User Support $66 - $73 2.1% - 2.3% End User Training $52 - $77 1.6% - 2.4% Voice and Data Plans $2,363 74.6% - 73.8% Mobility Applications $0 0% Total 3-Year Cost Per BlackBerry Smartphone $3,168 - $3,200 - Average Annual Cost Per BlackBerry Smartphone $1,056 - $1,067 - Business efficiency benefits account for approximately 80% of total benefits. Total three-year business efficiency benefits per each BlackBerry device in reactive organizations are $16,736 to $22,638 (see Figure 9). Employees achieving these business efficiency benefits are primarily sales executives, field service, and executive management professionals who are on the road or away from their desks most of the time. Employees in each of these functional areas achieve productivity enhancements of 1 to 2 hours per week by using BlackBerry devices. - 15 -
Figure 9: Benefit Breakdown For Reactive Stage Deployments Proactive Deployment Stage Enterprises in the proactive deployment are deploying BlackBerry devices to a broader range of employees in their organization. Employees using BlackBerry devices and mobile applications in these companies include not only CXOs, managers, and sales professionals but also individuals in the IT and customer service organizations. The three-year ROI per BlackBerry smartphone for proactive- organizations is 825% to 1251% (see Figure 10). Proactive organizations enable a wider range of employees to use BlackBerry smartphones. These employees include not only managers, CXOs, and sales professionals but also business unit personnel in the IT and customer service and support organizations. These companies deploy two to three mobile applications beyond email to address the functional requirements of these mobile business users. - 16 -
Figure 10: ROI Analysis For A Proactive-Deployment-Stage Enterprise Three-Year Risk-Adjusted ROI 1,251% Three-Year Risk-Adjusted ROI 825% Voice and data plan expenses account for about 67% of proactive deployment costs. Voice and data plan expenses are two-thirds of the total costs associated with BlackBerry smartphone deployment in proactive organizations (see Figure 11). The cost for BlackBerry smartphones is 20% of these total costs. These organizations deploy up to two additional mobile applications beyond email to address the mobility needs of business users. Mobile application development expenses are about 2% of total expenses for smartphones. End user training expenses increase to about 6% of total costs because proactive organizations need to invest more in training business units on how to use these new mobility applications. - 17 -
Figure 11: Detailed Cost Breakdown For Proactive Stage Deployment Cost Category Three-Year Cost Per BlackBerry Smartphone Percent of Total BlackBerry Smartphone Cost BlackBerry Enterprise Server $100 2.7% BlackBerry Smartphones $739 20.1% - 19.9% User Support $71 - $75 1.9% - 2.0% End User Training $231 - $254 6.3% - 6.9% Voice and Data Plans $2,459 67.0% - 66.5% Mobility Applications $72 1.9% Total 3-Year Cost Per BlackBerry Smartphone $3,672 -$3,699 - Average Annual Cost Per BlackBerry Smartphone $1,224 - $1,233 - Business efficiency accounts for approximately 70% of total benefits in proactive enterprises. The three-year business efficiency benefits for each BlackBerry smartphone in proactive organizations are between $23,798 and $33,877 (see Figure 12). Executive management, sales professionals, and field service professionals achieve a minimum of 4 hours of productivity benefits per week from using BlackBerry smartphones, with the upper range of productivity benefits from 5 to 7 hours per week. Security benefits from improved regulatory compliance and reduced mobile security costs are nearly 28% of proactive organization benefits. These significant security benefits are due to mobile applications using proprietary corporate data and customer profile information to support the needs of business users. - 18 -
Figure 12: Benefit Breakdown For Proactive Stage Enterprises Benefit category Three-Year Benefit Per BlackBerry Smartphone Percent of Total BlackBerry Smartphone Benefit Enhanced Business Efficiency $23,798 - $33,877 69.6% - 68.3% Improved Regulatory Compliance $6,465 - $10,775 18.9% - 21.7% Reduced Mobile Security Costs $3,157 - $3,946 9.2% - 7.9% Workflow Benefits $507 - $724 1.5% Cost Avoidance Benefits $276 0.8% - 0.6% Total 3-Year Benefit Per BlackBerry Smartphone $34, 203 - $49,598 - Average Annual Benefit Per BlackBerry Smartphone $11,401 - $16,533 - Integrative Deployment Stage Companies in the integrative deployment are at the forefront of smartphone and application deployment. These organizations view BlackBerry smartphones and enterprise mobility solutions as key strategic initiatives in their organization. They are proactively developing an overarching, corporate mobility strategy that uses one or two mobile platforms to support their mobile application requirements. The three-year ROI for each BlackBerry smartphone in integrative organizations is 1589% to 2829% (see Figure 13). Integrative organizations view smartphones and mobile applications as important strategic initiatives. The mobile applications implemented by these organizations go well beyond email and PIM to include applications that address many different organizational business units. These companies often deploy mobile solutions over more than one mobile operating system platform to support mobility solution requirements of employees in many business units. BlackBerry smartphones are deployed broadly to many groups of employees, including executive assistants, IT and finance personnel, and customer service agents, in addition to CXOs, managers, and sales force personnel. - 19 -
Figure 13: ROI Analysis For Integrative-Deployment Stage Enterprises Three-Year Risk-Adjusted ROI 2829% Three-Year Risk-Adjusted ROI 1589% Voice and data plans account for about 59% of integrative- deployment costs. In integrative- organizations, voice and data plan expenses still account for the greatest percent of total costs (see Figure 14). These organizations deploy four or more additional mobile applications beyond email to address the needs of a variety of business users in the organization. Due to the deployment of a wide range of mobile applications, the end user support requirements increase to approximately 5% of total costs per smartphone. End user training expenses increase to about 8% of total costs because integrative organizations need to train BlackBerry smartphone users on how to use these various types of new mobility applications. BlackBerry smartphone device costs are about 20% of total costs. - 20 -
Figure 14: Detailed Cost Breakdown For Integrative Stage Deployment Cost Category Three-Year Cost Per BlackBerry Smartphone Percent of Total BlackBerry Smartphone Cost BlackBerry Enterprise Server $45 1.3% BlackBerry Smartphones $741 21.4% - 20.9% User Support $171 - $206 4.9% - 5.8% End User Training $240 - $289 6.9% - 8.1% Voice and Data Plans $2,079 59.9% - 58.5% Mobility Applications $193 5.6% - 5.4% Total 3-Year Cost Per BlackBerry Smartphone $3.470 -$3,552 - Average Annual Cost Per BlackBerry Smartphone $1,156 -$1,184 - Business efficiency accounts for 59% to 64% of total benefits in integrative firms. The three-year business efficiency benefits for each BlackBerry smartphone in integrative organizations are between $35,506 and $64,780 (see Figure 15). A wide range of employees from many different business units use BlackBerry smartphones and mobile applications to improve their productivity. These benefits increase dramatically as enterprises expand the number of mobile applications deployed over BlackBerry smartphones to address the needs of these business users. For example, sales professionals can improve their productivity by between 13 and 21 hours per week, field service professionals can improve their productivity by 5 to 10 hours per week, and executive management professionals can improve productivity by between 4 and 8 hours per week. Additional productivity benefits are gained by IT, customer service, and supply chain personnel. Security benefits also increase to nearly 30% of integrative organization benefits. - 21 -
Figure 15: Benefit Breakdown For Integrative Stage Enterprises Benefit category Three-Year Benefit Per BlackBerry Smartphone Percent of Total BlackBerry Smartphone Benefit Enhanced Business Efficiency $35,506 - $64,780 59.2% - 63.8% Improved Regulatory Compliance $13,505 - $19,293 22.5% - 19.0% Reduced Mobile Security Costs $5,112 - $7,303 8.5% - 7.2% Workflow Benefits $5,310 - $9,697 8.9% - 9.5% Cost Avoidance Benefits $541 0.9% - 0.5% Total 3-Year Benefit Per BlackBerry Smartphone $59,974 - $101,614 - Average Annual Benefit Per BlackBerry Smartphone $19,991 - $33,871 - Comparison Across Mobile Maturity Stages A comparison of the study results and profiles for each of the BlackBerry Maturity Model highlights key differences in the ROI, costs, and benefits for each deployment (see Figure 16). Figure 16: ROI Analysis Comparison Across BlackBerry Maturity Stages BlackBerry deployment maturity Reactive deployment Proactive deployment Integrative deployment Percent of employees with smartphones 19% 47% 89% Percent of smartphone users with BlackBerry smartphones Number of functional areas with applications beyond email Calculated mobility maturity score (0 to 100%) 48% 57% 73% 0 to 1 2 to 3 4-plus 30% 58% 73% Three-year risk-adjusted ROI 560% to 827% 825% to 1589% to - 22 -
1251% 2829% Three-year net present value (NPV) costs per BlackBerry smartphone $3,168 to $3,200 $3,671 to $3,698 $3.470 to $3,552 Three-year NPV benefits per BlackBerry smartphone $20,919 to $29,371 $34,203 to $49,598 $59,974 to $101,614 The three-year risk-adjusted ROI range improves for each deployment ranging from a low of 560% in the reactive deployment to a high of 2829% in integrative- organizations. The variation in ROI is driven mainly by penetration of BlackBerry smartphones throughout the workforce and the maturity and sophistication of the business mobility applications running on these smartphones. The three-year total cost of ownership (TCO) of BlackBerry smartphones increases as enterprises move up the BlackBerry Maturity Model deployment s (see Figure 17). The three-year total cost per BlackBerry smartphone ranges from $3,168 in the reactive deployment to $3,552 in the integrative deployment. Voice and data plan costs are the dominant drivers of costs across all s of deployment. The cost of BlackBerry Enterprise Servers varies in each depending on organizational policies. For example, some organizations require the purchase of a backup server for each production server while other enterprises have separate testing servers. Figure 17: Costs Category Comparisons Across BlackBerry Maturity Stages Cost category BlackBerry Enterprise Server Reactive deployment Proactive deployment Integrative deployment $48 $100 $45 BlackBerry smartphones $639 $739 $741 User support $66-$73 $71-$75 $171-$206 End user training $52-$77 $231-$254 $240-$289 Voice and data plans $2,363 $2,459 $2,079 Mobility applications $0 $72 $193.Total three-year cost per BlackBerry $3,168-$3,200 $3,672-$3,699 $3,470-$3,552 smartphone Average annual cost Per BlackBerry smartphone $1,056-$1,067 $1,224-$1,233 $1,156-$1,184 Cost drivers Variances are driven by the number of BlackBerry Enterprise Servers, whether the organization has separate testing, production, or back-up servers, the cost of each server, and the maintenance fees. Costs vary due to the number of BlackBerry smartphones supported and corporate liable device policy. User support costs increase along with the number of mobile applications deployed. Costs driven by the number of users and the number of mobile applications available to users. Voice and data plans are the key driver of costs across all deployment s. Costs driven by the number of mobile applications beyond email However, the benefits achieved by deploying BlackBerry smartphones and associated mobile applications to support the needs of business users far outweigh the costs. The three-year benefits per device range from $20,919 in the reactive integration to $101,614 in the integrative deployment (see Figure 18). - 23 -