Workplace mobility and the small business

Workplace mobility and the small business Explore the global growth of personal communications devices in the workplace

2 1. Background The following white paper examines the findings of the latest Citrix-commissioned YouGov* survey of 1250 businesses across the United Kingdom, France, Germany, the United States, Canada and Australia. It is designed to explore the growing use of personal communications devices in the workplace, in the broader context of a more flexible and mobile workforce. The survey findings reflect the views of senior executives and managers of small and medium-sized businesses (SMBs)** across a wide sector of manufacturing and service companies. (90% of respondents are board-level directors or equivalent.) The study sought to build on some of the findings of a similar survey in 2011***, as well as examine in more detail current workstyles, the use of collaboration tools and the impact on productivity. As people s private and professional lives converge, the consumerisation of IT reflects a trend in which employees in businesses of all sizes expect to be able to use their personal mobile devices to connect to corporate networks, in order to do their jobs more easily and effectively. As a result, corporate IT departments are having to establish strategies which allow secure access to corporate data from a wider range of devices in a way which benefits both the business and its staff. Industry analysts agree that we have reached a crossroads in the adoption of flexible work practices, as businesses undergo fundamental changes in response to what Gartner describes as the Nexus of Forces : namely, the joint impact of developments in social networking, mobile communications, cloud computing and the big data explosion. Although this reinforces trends already evident when the 2011 Citrix survey was undertaken, it underlines what analyst IDC describes as a stark difference in the marketplace. As mobile devices have become the new primary design point for end-user access businesses are having to respond with much greater urgency, as the market moves way past the exploration stage to full-blown largestakes competition. This points to a threat as well as an opportunity. Not only will firms who fail to respond fall behind their more forward-thinking competitors, but they will also lose out in recruiting and retaining the best staff as today s generation of tech-savvy digital natives, intolerant of poor technology access at work, will increasingly vote with their feet and look for employers with a more enlightened, flexible and stafffriendly approach to IT. As SMBs look to compete effectively with their enterprise counterparts in the battle for customers and staff, technology acts as an enabler rather than a barrier to the establishment of a secure, work from anywhere, with anyone environment. In supporting flexible working, a wide range of affordable, simple-to-use tools ensure

3 easy remote access, collaboration and IT support, across a wide range of operating platforms. 2. Workplace mobility survey 2013: Executive summary The findings of the latest survey reflect the growing demands on SMBs to introduce more flexible and mobile working practices. The drive for mobile work policies is being led more than ever by employees looking to improve their work/life balance. Pressure is no longer coming primarily from externally-facing teams such as sales, but from all departments and at all levels across the business, as staff across every discipline recognise the benefits mobility can bring to both their professional and personal lives. The consumerisation of IT is a global phenomenon, with a common desire among businesses and their staff to move towards greater device integration in the workplace. Significant differences emerged between geographies, however, as to the pace of change and the ability of smaller companies to manage this effectively. In terms of productivity gains, European SMBs currently lag behind their counterparts in other parts of the world. However, they typically exert greater management control of personal devices used in the workplace. For smaller businesses in particular, the consumerisation of IT continues to present a number of problems. The issue of management control, may not be the dominating concern it once was, but, significant security concerns remain around allowing wider access to the corporate network. Despite this, too many firms across all countries surveyed have yet to deal with these concerns effectively, by putting in place policies, procedures and IT systems to manage the use of personal devices for business purposes. The survey confirms how more enlightened SMBs are seizing on the opportunities being created by a more flexible workforce. Such businesses are not only benefitting from improved responsiveness to customers, business continuity and staff satisfaction, but greater mobility is also proving the catalyst for significantly improved efficiencies, with many achieving substantial productivity gains of 30% and more. Properly managed, all stakeholders benefit from flexible work plans. However, there is another dimension here. In today s knowledge-based economy, businesses are already moving on from the belief that collaboration technologies simply offer more effective meetings. The survey findings underline the fact that the real value of social collaboration lies in enabling greater creativity and innovation, by allowing those inside and outside the company to work better together, serving customers, creating value and improving the quality of life. 3. Key survey findings 3.1 Changing work practices

4 3.1.1 When asked, Compared to five years ago, is your company under more pressure to introduce or increase mobile/flexible working practices? more than one third (35%) in total confirmed this trend, with only 4% experiencing less pressure. As in the 2011 survey, this was most pronounced in France, where 49% of SMBs are experiencing greater pressure. By contrast, only 25% of UK firms are witnessing greater pressure than previously, again in line with the earlier findings. 3.1.2 So where is this pressure coming from? The greatest driver to increase adoption of mobile/flexible work practices overall is coming internally from staff, rather than externally from commercial and competitive forces. This was most evident in the UK, where 28% cited employees as the greatest driver for change, compared to 14% pointing to external pressures. Canada and Australia also reported strong staff pressure, with only France and Germany citing commercial and competitive pressures as predominant in pushing for greater workplace flexibility. Across all geographies, the need to cut travel costs continues to be a significant concern (cited by 25% of respondents) in looking to implement change. Much less important generally is changing legislation (cited by 14%) and environmental demands (cited by only 8%). 3.2 A snapshot of today 3.2.1 Compared to two years ago, a growing number of staff are already using their personal communications devices for business purposes, whether or not there is a corporate policy in place. This is most evident in the U.S. (68%) and Canada (65%), compared with the UK, where only 47% operate in this way. Conversely, almost the same number of UK SMBs (41%) report that they are under no pressure from staff to use their own devices in the workplace, whereas in the U.S. and Germany only one in four are not yet facing employee demands for change. 3.2.2 As for individual departments, there has been a major shift in which staff want to use personal communications devices such as their iphone, ipad or tablet computer for business purposes. External-facing departments continue to figure strongly, with 30% of respondents citing sales teams, for example, as leading drivers for change (rising to 43% in

5 France). However, by far the greatest number of respondents overall (42%) now report pressure coming from all departments, reflecting a substantial increase over the past two years. Much of this companywide shift is likely to be due to the fact that, as the use of personal devices in the workplace becomes more commonplace, staff across a broader range of disciplines discover new ways to use them to improve their working and personal lives. 3.2.3 This is reinforced by responses to the question, Why do your staff want to use their personal communications devices in the workplace for business purposes? across all countries surveyed, by far the strongest driver for enabling combined work and social use is that it makes individual employees lives easier, with 55% citing this as the most common reason. This compares with only 27% who pointed to such devices greater functionality and flexibility as more important. The recent improvements in the usability of office IT tools is also reflected in the fact that only 13% of respondents now believe that their staff prefer the look and feel of their personal device, fewer than half of those surveyed in 2011. 3.3 Management and (lack of) control 3.3.1 SMBs are supporting this demand for mobility in a number of different ways, as they look to respond positively to internal and external forces for change. For example, nearly four out of ten firms (38%, rising to 48% in France) provide laptops, notebooks or other mobile computing devices. The impact of new technologies is reflected in the fact that nearly as many SMBs overall (33%) now provide smartphones such as iphones or Android devices. As part of a more integrated response to enterprise mobility, there is a steady increase although at a lower level in the adoption of remote access software, web conferencing software for online meetings and remote IT diagnostic tools. In the latest survey, nearly one in five (17%) are supporting the adoption of remote working in this way. 3.3.2 At this point a problem arises when it comes to how SMBs are managing the opening up of the corporate data network. Worryingly, almost two-thirds of respondents overall (65%) confirmed that their company does not have a policy, procedures or IT system in place to manage employees personal devices for business purposes, for example in automatically deleting company data automatically if the device is lost or stolen. This is especially evident in the U.S., where 77% have no such controls. Of equal concern is that there has been no marked improvement in the numbers of SMBs recognising the importance of such management initiatives in the two years since the earlier 2011 survey.

6 3.4 Corporate concerns 3.4.1 Such lack of controls is surprising given SMBs overriding worries over security. Security issues continue to dominate across all countries surveyed, especially with regard to allowing remote access to the corporate network (cited by 27%) and allowing application and document downloads (cited by 29%). In parallel with Europe s greater commitment to putting in place the right process and procedures, these security concerns are typically greater in the UK, France and Germany. 3.4.2 The question of security is in stark contrast to other historic concerns over potential loss of management oversight of their staff, with the fear that out of sight means out of control. In European SMBs in particular, management worries over employees being distracted by using their phones for personal purposes during working hours has significantly declined over the past two years. In the UK, only 25% of SMBs still voiced this concern (compared to 31% in 2011) and in France this has dropped from 36% to 32%. In Germany such concerns have almost disappeared, down from 25% two years ago to just 3% in the latest survey. 3.5 Productivity gains 3.5.1 In one of the outstanding findings of the survey, it is clear that more SMBs are achieving significant and measurable performance improvements as a direct result of adopting more flexible workstyles. In total, nearly half (44%) of respondents across all geographies confirmed that operational efficiency and productivity levels have improved by more than 10% through the use of staff-owned personal devices and consumer-focused tools in the workplace. Of these, the top 14% of SMBs (rising to 21% in the U.S. and 20% in Canada) are achieving tangible productivity gains of more than 30%. Conversely, only one in five European SMBs are unable to point to any improvement as a result of implementing a mobility initiative. In 2011, such lack of progress was most notable in the UK (cited by 28%), but the past two years has seen a substantial improvement, with only 14% now seeing no measurable productivity benefits.

7 3.5.2 As part of this growing ability to identify and measure improvements in performance, it is perhaps no surprise that 45% of respondents agreed, or strongly agreed, that the use of the latest web conferencing and social collaboration tools (such as Podio and SharePoint) makes meetings more productive, through more efficient use of time and travel budgets and with little or no compromise in the ability to collaborate effectively. This was viewed most positively in France (by 63%), compared to only 28% in the UK. 3.5.3 The survey also examined the issue of seasonality. Almost one third (32%) of SMBs (rising to 59% in France) typically see a drop in productivity over the summer months (May September), as the peak holiday period puts greater pressure on the rest of a small workforce to effectively cover key absences. Of those firms suffering in this way, 40% believe that putting in place a mobile strategy can reduce the negative impact summer has on productivity. 3.6 Workforce flexibility 3.6.1 Almost half (44%) of SMBs are responding to the growing pressure from staff across the business, by offering some form of flexible working policy such as flexible hours or, say, working from home one day a week to all its employees. This is most notable in Canada (offered by 57%) and least evident in the UK (provided by 28%). It is perhaps most significant that across SMBs in total, only one in five (20%) are still resisting such pressure by not offering any form of flexibility (rising to 29% in the UK). 3.7 The use of collaboration 3.7.1 At the senior level there is increasing recognition of the value of collaboration tools to enable work to take place equally effectively, irrespective of location. The survey found that the majority of respondents (52%) across all geographies personally use video conferencing (e.g., GoToMeeting, WebEx or Skype) while at work, either for work or personal purposes. 3.7.2 Highlighting the blurred edges which now exist between the business and domestic worlds, almost one in five (17%) use video conferencing more for personal purposes than work, with another 21% using these tools for both equally. So far, the impact of social usage is strongest in Germany (50%), compared to 23% in the U.S.

8 3.7.3 So what is driving increased usage of collaboration techniques? There is no doubt that technical developments are playing a key role, as 35% cited advances in technology as the main reason for using web conferencing more than a year ago. Its value as a flexible communications tool is underlined by the finding that the other key factors in increased adoption include more opportunities to work flexibly and remotely, and working with more out-of-town partners and/or customers (both cited by 32%). 3.7.4 Similarly, of those who used social collaboration tools more over the past year, 45% point to their ability to support more flexible remote working as the main reason for their greater adoption, with 40% attracted by technology improvements such as more intuitive user interfaces. 3.8 Changing workstyles 3.8.1 The rapid growth in smart technologies, driven by the consumerisation of IT, is reflected by the fact that as many respondents now rely most on smartphones as they do laptops (confirmed by 65% in both cases) to do their jobs effectively. This compares with just 58% who still primarily use a PC or desktop computer. This increased penetration of intelligent technologies is underlined by the additional finding that use of a tablet as the communications tool of choice is already up to 25% (rising to 35% in France). Traditional technologies are losing their appeal in this increasingly mobile environment, with landline communications only used regularly by 46% of respondents worldwide. 3.8.2 For many businesses, the way work is undertaken also impacts on the need to operate as time-efficiently as possible, as one in five (21%) spend at least five hours each week in meetings. Today, 27% spend more, or much more, time in internal or external meetings than they did five years ago (rising to 36% in France). This is not a universal problem, however, as a similar number of businesses (26%) believe they spend less time in meetings.

9 3.8.3 The importance of flexible working initiatives aimed at improving work/life balance is underlined by the finding that a majority (51%) of respondents across the globe work five or more hours a week longer than the traditional 9.00am 5.30pm work schedule. Of these, 20% work in excess of 20 hours a week more. 4. A best practice response 4.1 Citrix: Enabling secure remote access In the period between the two surveys, Citrix has continued to lead the way in developing intuitive and affordable collaboration tools. These enable even the smallest business to compete on an equal footing with its larger competitors in communicating and working with customers and partners in the most flexible and cost-effective way. Three recent examples highlight this dynamic approach: With the introduction of HDFaces for GoToMeeting, GoToWebinar and GoToTraining, Citrix now provides the most comprehensive and scalable range of high-definition video collaboration for meetings, training sessions, presentations and events. The complete portfolio of high-quality, video-enabled tools creates a rich, personalised experience for the online attendee, bringing face-to-face video to small team meetings, group training sessions and larger web-based events. Plus, these tools can be used on smartphones and tablets, making them ideal for mobile collaboration. The Podio collaborative work platform has evolved to include instant messaging, which enables team members to chat in the context of their workspaces, in real time. This Podio chat feature can be used from multiple devices, from desktops to smartphones, to further support mobile work. And soon a video chat function will be added, enabling team members to collaborate face to face. ShareFile recently added mobile content editing to its feature set, increasing flexibility and convenience while bolstering security. Because the user doesn t need to download files to make changes, sensitive information remains in a protected environment at all times, even when the user is working from a mobile device. The Citrix range of remote access and collaboration solutions offers a powerful example of how best practice online tools can replicate almost all key aspects contributing to an employee s operational effectiveness: With GoToMyPC, it is possible to securely access files, programs, email and other aspects of the corporate network and instantly connect with a Mac or PC from any Internet connection including from an iphone, ipad or Android device supporting flexible working from any location. GoToMeeting integrates HD video conferencing, screen sharing and audio capability, allowing individuals to collaborate effectively online in a face-to-face environment with up to 25 attendees. Meeting organizers and attendees can use the service from a Mac, PC or mobile device, connecting from any location with Internet access.

10 GoToWebinar projects key messages to up to 1,000 online attendees. GoToWebinar enables the business to reduce travel costs, generate more qualified leads at lower cost and enhance communication with customers, prospects and employees. Unlimited webinars can be hosted for a single low flat fee and the service gives attendees the option to join from a Mac, PC or mobile device. GoToWebinar Premier Event also provides custom-built solutions for events with thousands of attendees and is available with video streaming. GoToTraining allows the business to move live instructor-led training programmes online for more efficient customer and employee training. Unlimited online training sessions can be held, with up to 200 attendees from around the world from a Mac or PC. This tool enables the business to reach more learners, collect real-time feedback, record and store training sessions, at the same time slashing travel costs. GoToAssist delivers simple but powerful tools that provide a high quality support experience for users, irrespective of location or what device they are on. The Remote Support tool enables technicians to remotely assist PC, Mac and mobile device users; Service Desk helps IT teams log and track incidents, enables end-user selfservice and manages configurations; and the Monitoring solution makes it simple to manage IT networks, servers and services. Together, the GoToAssist solution set allows IT to provide unrivalled quality support for all users. Podio is a collaborative work platform that enables teams to manage projects and processes with social activity streams and customised work apps, replacing email overload and eliminating document chaos. Podio reflects the rapid growth in social networking technologies in the workplace, by enabling individuals to create workspaces where they can connect with their teams, collaborate socially and work in the way they want, in order to be most effective. ShareFile allows the business to create a custom-branded, password-protected space for easy, professional and secure file sharing, where business files can be exchanged with clients easily and securely. This includes the ability to send large files by email, conduct a secure file transfer or set up a collaboration space for projectrelated files. 5. Conclusion In the past, the consumerisation of technology has presented particular problems for smaller businesses. They continue to be concerned about maintaining a secure corporate network, even if previous worries over the ability to maintain staff productivity when they are working remotely and out of sight are starting to diminish. SMBs face growing pressure to enable personal devices in the workplace, especially from their own staff, and are responding with a range of initiatives to support the effective use of such devices for business purposes as part of a broader programme of enabling greater workforce flexibility. Far from driving down productivity as previously feared, it is encouraging that a growing number of SMBs are identifying real and substantial efficiency improvements, as staff are able operate equally effectively away from the office.

11 The concern remains, however, that too few have yet to back this up with processes, procedures and IT systems to manage the large number and variety of employee devices. Once this has been addressed, the SMB will be ideally placed to take full advantage of the benefits of flexible working, in improving the customer experience, operational effectiveness and staff satisfaction. For more information on mobile workstyles, please visit www.citrix.com. Resources for achieving business agility For more white papers, case studies and on-demand webinars, visit news.citrixonline.com/resources. For best practices, company announcements and research about modern work styles, please visit the GoTo Blog at blog.citrixonline.com. *All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1262 SMB decision makers (from businesses with less than 250 employees) from Great Britain (201), the United States (200), Australia (253), Germany (202), France (201) and Canada (205). Fieldwork was undertaken between 22 April and 29 April 2013. The survey was carried out online. **The Federation of Small Businesses defines SMBs as below 250 employees. This breaks down as follows: micro: 0-9 employees, small: 10-49 employees, medium: 50-249 employees. ***Businesses in the UK, France, Germany, the U.S and Australia were surveyed by YouGov on behalf of Citrix in July 2011. North America Citrix Online, LLC 7414 Hollister Avenue Goleta, CA 93117 U.S.A. T +1 805 690 6400 info@citrixonline.com Europe, Middle East & Africa Citrix Online, UK Ltd Chalfont Park House Chalfont Park, Gerrards Cross Bucks SL9 0DZ United Kingdom T +44 (0) 800 011 2120 europe@citrixonline.com Asia Pacific Citrix Online, AUS Pty Ltd Level 3, 1 Julius Avenue Riverside Corporate Park North Ryde NSW 2113 Australia T +61 2 8870 0870 asiapac@citrixonline.com About Citrix Citrix (NASDAQ:CTXS) is the cloud company that enables mobile workstyles empowering people to work and collaborate from anywhere, easily and securely. With market-leading solutions for mobility, desktop virtualization, cloud networking, cloud platforms, collaboration and data sharing, Citrix helps organizations achieve the speed and agility necessary to succeed in a mobile and dynamic world. Citrix products are in use at more than 260,000 organizations and by over 100 million users globally. Learn more at www.citrix.com. 2013 Citrix Online, LLC. All rights reserved. Citrix, GoToAssist, GoToMeeting, GoToMyPC, GoToTraining, GoToWebinar, Podio and ShareFile are trademarks of Citrix or a subsidiary thereof, and are or may be registered in the U.S. Patent and Trademark Office and other countries. All other trademarks are the property of their respective owners. Android is a trademark of Google Inc. Mac is a trademark of Apple, Inc., registered in the U.S. and other countries. 6.05.13/B-89187/PDF