Samsung Enterprise Mobility Partner Ecosystem Teaming up to Address Customer Needs and Maximize Opportunities
New technologies call for new skills The rapid evolution of information and communications technologies presents enterprises with a double-edged sword. On the positive edge, new and emerging technologies can open the door to more efficient business processes and increased opportunities. On the negative edge, those same fast-evolving technologies place IT and business professionals under intense pressure to understand and to assimilate the new technologies. Those who fail to do so risk falling behind competitors that manage to exploit new solutions more quickly and effectively. Few, if any, recent technological and operational shifts embody this mixture of benefits and challenges more than enterprise mobility. Surveys of IT and business executives show they anticipate, or are already realizing, a wide range of advantages by enabling and encouraging more mobility among their employees. The benefits delivered by mobility range from better and faster decision-making to greater employee productivity to improved customer satisfaction. But achieving these and other benefits requires organizations to navigate a complex landscape of mobile devices, mobile applications and employee needs, all while maintaining the security and manageability of corporate information and resources. Given these challenges, IT and business leaders know they need help to fully exploit the many advantages that increased mobility can deliver. A recent IDG Enterprise survey of senior IT and business executives found that nearly half of respondents expect mobility to drive the need for new IT skill sets in the coming two years. This need has companies searching for mobility talent. More than one-third of respondents at companies with more than 1,000 employees said that hiring more mobile app specialists will be essential to their IT organizations future success. One-quarter, meanwhile, said the same about hiring enterprise mobile developers. As noted, however, the rise of enterprise mobility isn t just placing new burdens on companies. This trend is widely seen delivering a variety of positive impacts not just on companies overall, but also on IT departments. Figure 1 illustrates the impact of mobility positive and negative on IT departments. Although mobility is placing demands on IT to expand skill sets and be more proactive, this trend is also increasing IT s strategic value to the business, driving more collaboration between IT and various business units and generating a number of other positive results. Mobility talent will be essential to future success Companies who expect to be searching for mobile app specialists and enterprise mobile developers 37% Plan to hire more mobile app specialists 25% Plan to hire more enterprise mobile developers BASE: Qualified business executives and senior IT staff at companies with more than 1,000 employees. SOURCE: IDG Enterprise Vendor partners at the ready to lend a helping hand Given the range of technologies, platforms and applications involved in enterprise mobility to say nothing of operational and management demands few companies possess all of the skills and knowledge needed to fully capitalize on the mobility trend. As a result, most businesses, from large enterprises on down are seeking assistance from a variety of vendor partners. Among 2
Figure1. Mobility s Impact on IT Over the Next Two Years Create need for new IT skill sets Require IT to be more proactive Increase value of IT to business as strategic partner Require more collaboration between IT and sales 35% 2% 7% 6% Increase employee interest in remote work arrangements Require creation of new roles within IT function Require more collaboration between IT and marketing Require more collaboration between IT and product dev. Increase difficulty of finding/hiring the right talent Require more emphasis on recruiting new talent Require restructuring of IT department Increase reliance on outsourcers/managed service providers Increase IT employee interest in remote work arrangements Require more collaboration between IT and finance 15% 1% 35% 32% 31% 27% 2% 21% 21% 20% SOURCE: IDG Enterprise, Future State of the IT Organization, 2013 those potential partners are mobile device vendors, independent software vendors (ISVs), value-added resellers (VARs), systems integrators (SIs), consultants and others. For many corporations, identifying and coordinating a good team of mobility partners can be almost as challenging as the technical and operational hurdles they face crafting mobility solutions. Recognizing this enterprise need, mobile-device leader Samsung has launched a partnership initiative called the Samsung Enterprise Alliance Program (SEAP). The program encompasses a large and growing partner ecosystem that can holistically address the full spectrum of needs that enterprises encounter when planning, implementing and managing successful mobility initiatives. The SEAP initiative also offers ISVs, VARs, SIs and others a valuable opportunity to partner with Samsung and others to address the growing demand for mobility solutions. The Multifaceted World of Enterprise Mobility Demands a Partner Ecosystem For most people, the face of enterprise mobility is the mobile device. Less than a decade ago, the mobile device universe consisted primarily of laptop PCs and basic cell phones. In recent years, these pioneering mobile devices have been joined and outpaced by millions of smartphones, tablets and other new mobile form factors. This evolution has greatly increased the need for enterprise 3
mobility solutions that can take advantage of the numbers and the power of the new devices. The raw numbers give some sense of the mobile revolution now underway. The International Telecommunications Union (ITU) estimates there were 6.8 billion mobile cellular subscriptions (measured by the number of SIM cards in use) worldwide at the start of 2013. Market research firm IDC estimates there were 1.7 billion mobile phones shipped worldwide in 2012, and that 712.6 million of those devices were smartphones. The number of smartphones shipped will grow to 958.8 million in 2013, IDC estimates. As for the new breed of tablet PCs, IDC estimates there were 1.5 million units shipped in 2012. This year, IDC expects those shipment numbers to grow 58.7 percent, to 229.3 million units. Samsung has emerged as the clear leader in the cutting-edge smartphone market. Long the dominant vendor of Android-based smartphones, Samsung shipped 72. million such phones in the second quarter of 2013 alone, IDC estimates. This unit volume accounts for more than 30 percent of the total smartphone market, including Android as well as non-android phones. As IDC characterized it: By the end of the second quarter of 2013, Samsung more than doubled the total volumes of the next largest vendor, and shipped more units than the next four vendors combined. Until recently, Samsung was primarily associated with the boom in consumer smartphone sales. Now, however, the company along with its growing ecosystem of partners is also becoming an important player in corporate mobility programs. In part, that s because Samsung sells a range of mobile devices tablets, Ultrabooks and laptop PCs in addition to smartphones as well as market By extending enterprise-grade videoconferencing, along with its inherent quality and security policies, between specialists and patients, hospitals can protect patient privacy while tapping new resources to potentially save lives. solutions designed to meet the needs of different business users and different industry sectors. While its device portfolio has been a valuable asset opening corporate doors for Samsung and its partners, the single biggest catalyst driving this ecosystem s growing enterprise presence has been the bring-your-own-device (BYOD) trend. Companies adopting BYOD policies allow employees to work and access corporate resources using personal phones, tablets and laptops. With so many people owning Samsung devices, the vendor s enterprise profile and importance has increased rapidly. The single biggest catalyst driving this ecosystem s growing enterprise presence has been the bringyour-own-device (BYOD) trend. With so many people owning Samsung devices, the vendor s enterprise profile and importance has increased rapidly. Increased mobility demands increased flexibility Devices, of course, constitute just one element of the enterprise mobility trend. Mobile devices need applications, and these can reside on corporate IT servers, in the cloud, on the mobile devices themselves or in some combination of these deployment models. While some desktop applications can make the transition to the mobile world without much effort, most applications must be fine-tuned to function optimally on devices that can vary considerably in screen size, memory
With the emergence of the Samsung Enterprise Alliance Program, an increasing number of companies are now turning to Samsung and its partners to get mobility right. capacity and processing power. Furthermore, the location and nature of applications is also influenced by the bandwidth and other characteristics of the networks over which they communicate. Perhaps most importantly, enterprises need to surround their mobile devices and applications with a solid management and security infrastructure. This infrastructure must perform a difficult balancing act protecting sensitive corporate information and resources without unnecessarily burdening mobile users. All told, the demands associated with enterprise mobility solutions are often well beyond the capabilities of companies to tackle on their own. These demands are varied and complex enough that no single vendor is likely to have all the skills and experience needed to take them on alone. Consider what s involved: At the highest level, enterprises need to ensure that they understand the work activities, processes and requirements of their mobile employees. They must also take industry-specific regulations and demands into account when crafting mobility solutions. Without this user- and business-centric knowledge informing their mobility choices, companies can t hope to fully realize all of the benefits successful mobility programs can deliver. Once companies understand the big picture, they must deal with myriad mobility decisions. Those include which devices best meet their needs, which applications they need to purchase, create or customize, what types of security technologies and processes to implement, how to best train their workforce, and how to maintain the mobility solution and modify when new opportunities or risks emerge. Clearly, enterprises in today s hyper-competitive real-time business world can t afford to get mobility wrong. They also can t afford to go it alone. With the emergence of the Samsung Enterprise Alliance Program, an increasing number of companies are now turning to Samsung and its partners to get mobility right. SEAP: A Collaborative Ecosystem for Samsung and its Partners The Samsung Enterprise Alliance Program is administered by a Samsung enterprise business team made up of sales, marketing and R&D specialists. SEAP encompasses four main partner categories: Independent software vendors Systems integrators and value-added resellers Distributors In-house developers (corporations, government entities, carriers) Of most importance to enterprise customers are the ISV and SI/VAR elements of the program. Samsung already has more than 500 partners within these two SEAP categories, and programs membership is growing by about 15 percent each month. 5
SEAP is a tiered program, with members categorized as Platinum, Gold or Silver partners based on a variety of qualifications and capabilities. Among other factors, Samsung evaluates candidate partners based on industry expertise, size, market coverage, technological strength and go-to-market capabilities. SEAP members receive a range of technical and business benefits from Samsung depending on tier. Among those benefits: Platinum Partners Samsung Global Alliance Manager for full business development support and strategic planning Joint go-to-market initiatives with Samsung First partners to test new ideas, sales opportunities, pilots or new program benefits Presales support from subject matter experts at Samsung headquarters Gold Partners High level of business development support from Samsung in a particular vertical industry or geography Advanced sales and marketing support Fast response times for technical requests Opportunities to promote their solutions in the Samsung booth or demo rooms at industry conferences Eligible to participate in pilot programs and deeper collaboration efforts For more information, go to Silver Partners www.polycom.com/smartstart Solutions are included on the SEAP Web site, distributed in Samsung s Solution Sales Guidebook and shared with Samsung s B2B sales team Development support for differentiating solutions using Samsung APIs Samsung support in identifying and closing sales opportunities in any geography All SEAP member companies also receive a variety of marketing benefits, as shown in Figure 2. Most important for some Samsung partners is the potential to access Samsung s Enterprise Software Developers Kit (SDK). Provided as an Android add-on, the Enterprise SDK allows qualified partners to develop enterprise applications that take advantage of the full capabilities offered by Samsung s mobile devices. The Enterprise SDK s major components include: On-Device Encryption (ODE) APIs for managing security functions including encryption and decryption APIs for LDAP configuration, Microsoft Exchange ActiveSync and Cisco AnyConnect configurations Mobile Device Management (MDM) APIs to manage the functions of mobile devices by enforcing policies. Figure 2. SEAP Member Marketing Benefits Provided by Samsung SOURCE: SAMSUNG Partner profile Online profile that markets a partner s company information, awards and accolades, solutions, or geographic reach Solution brief Data sheet which allows enterprise customers, carriers, other partners, or Samsung B2B sales channels to learn about an app Partner locator Map of partners operating in a particular geography and specializing in a chosen vertical Business opportunity registration Partners can log a business opportunity and request the help of a Samsung B2B representative to help them close the deal 6
Among the industryspecific software Samsung and its ISV partners offer are solutions for companies in a range of vertical sectors including education, healthcare, finance, transportation and logistics, government, automotive, retail and hospitality and aviation The Samsung Enterprise SDK allows the creation of custom applications that communicate directly with the SDK s APIs, which, in turn, interact with the Android platform s services via API access control. With the Enterprise SDK, for example, developers can enforce whitelisting and blacklisting app policies. They can also monitor and control SMS usage and other costs, monitor, enable and disable on-device cameras, Wi-Fi and other device capabilities, and perform a variety of other enterprise-driven functions. Because the Enterprise SDK s APIs allow fine-grained control over devices, Samsung must control who gets access to the development kit for security purposes. Only partners with Silver or higher SEAP membership can gain rights to use the Enterprise SDK, and they must enter into legal agreements with Samsung (including a nondisclosure agreement) and must also present a strong business rationale for rights to the toolkit. Samsung s SI, VAR and ISV Partners In the SI and VAR portion of the SEAP program, Samsung counts nearly 70 partners, including Accenture, IBM and Tieto, which provide a range of mobility development, deployment and management services. Many of these partners also possess expertise in general and vertical sector business processes and requirements, as well as the specific needs of companies in different geographic locations. Samsung is continuing to expand this element of the SEAP program, both with multinational firms and partners that can address the narrower needs of specific industries and geographies. ISVs make up the largest component of the SEAP ecosystem, which already totals more than 50 software firms. These ISVs include SAP, Cisco, Citrix and other major industry players as well as a large number of industry-sector and mobility specialists. At present, there are over 250 partner solutions listed on the SEAP Web site and in two Solution Sales Guidebooks one containing common business solutions and the second containing industry-specific mobility solutions. The common solutions include more than 0 security solutions (e.g., Cisco AnyConnect, SAP Afaria, Citrix XenMobile Enterprise MDM and Samsung s own Samsung Enterprise Access Layer/SEAL); a dozen unified communications and collaboration solutions (e.g., Cisco Jabber and WebEx Meetings, Unsocial Confidential and Hightail s YouSendIt); and a collection of virtualization, messaging and business intelligence solutions. Among the industry-specific software Samsung and its ISV partners offer are solutions for companies in a range of vertical sectors including education, healthcare, finance, transportation and logistics, government, automotive, retail and hospitality and aviation. Representative examples of these partner-led solutions include: SOTI Inc. s MobiControl solution is managing more than,000 Samsung Galaxy tablets used by American Airlines employees within the airline s 7
Airport Services Division and Cargo Division. Among other benefits, MobiControl provides a multiplatform Web console, device lock-down and security, battery management and location tracking. Amtel created a secure solution for SuperShuttle van drivers using Samsung Galaxy tablets, ensuring drivers can only access whitelisted applications and reducing the risk of data loss from lost or stolen devices. Unidocs Inc. equipped Samsung Galaxy tablets with its ezpdf Reader to allow JW Pharmaceutical salespeople to display brochures as well as video material when visiting customers at hospitals, pharmacies and other medical facilities. Salespeople can also take notes on the tablets and communicate immediately with their home office to ensure rapid response to customer questions and needs. Unsocial Inc. developed a BYOD solution for a law firm that needed to ensure security of its data and communications. The solution allows lawyers to use Galaxy S3 smartphones to communicate with clients and distribute sensitive documents using secured devices and a trusted network. Edutor, an education-focused ISV in India, won a large bid for its classroom teaching application because it integrated Samsung s Enterprise SDK. The additional device management features loaded onto the student tablets ensured students were not using tablets for other purposes in class. With the BYOD phenomenon blurring the lines between consumer and employee mobile devices and activities, Samsung is taking the steps necessary to be an influential participant in both the personal and enterprise mobility realms. In-house developers/carriers/gov t entities are also showing interest in SEAP. Private account they can reap the benefits of the SEAP ecosystem without being publicly listed as a SEAP partner, which is important especially for government agencies E-SDK they can customize their in-house apps to help them manage their employees better Technical Support benefit from pre-sales and post-sales support for purchased devices and developed apps Samsung is currently working with Global Fortune 500 companies such as top global financial institutions and pharmaceuticals, and as well as government agencies. Samsung Partner Ecosystem: Ultimate Benefits for Customers With its SEAP program combined with its broad portfolio of mobile devices and industry solutions Samsung positioned itself to become a valued partner to enterprises pursuing strategic mobility initiatives. With the BYOD phenomenon blurring the lines between consumer and employee mobile devices and activities, Samsung is taking the steps necessary to be an influential participant in both the personal and enterprise mobility realms. In this regard, it s important to note again Samsung isn t limiting its activities and those of its partners to generic mobility solutions. True, some of the applica- 8
tions and tools offered through the SEAP program are broadly applicable, including some of the security solutions being offered. Many of the Samsung and SEAP solutions, however, are tailored to the needs of specific vertical industry sectors. Among the industry solutions best represented are designed to support organizations in education, healthcare, retail and the government/public sector. Furthermore, by leveraging the Samsung Enterprise SDK, Samsung partners can and undoubtedly will create many additional solutions for these and other specific vertical requirements. Many enterprises have significant mobility capabilities of their own, and Samsung can provide many tools and solutions to help these companies craft successful mobility strategies. For example, as with qualified Samsung partners, enterprise developers can also request access to the Samsung Enterprise SDK so they can build custom mobile apps that fully leverage Samsung s devices. Now, in addition to the direct assistance Samsung can provide, the company is covering all of the mobility bases with its SEAP initiative. Even at this early stage, Samsung s partner program is already impressive for the breadth and depth of members and solutions. The combination of Samsung s mobile device portfolio, its own tools and solutions, and its large and growing partner ecosystem are already helping Samsung expand beyond its consumer-focused roots to become an influential mobility player in the B2B enterprise realm. About Samsung Electronics Co., Ltd. Samsung Electronics Co., Ltd. is a global leader in technology, opening new possibilities for people everywhere. Through relentless innovation and discovery, we are transforming the worlds of televisions, smartphones, personal computers, printers, cameras, home appliances, LTE systems, medical devices, semiconductors and LED solutions. We employ 236,000 people across 79 countries with annual sales exceeding KRW 201 trillion. For more information To discover more, please visit www.samsung.com For more information about Samsung Enterprise Mobility, visit us online at: www.samsung.com/enterprise For Samsung Enterprise Alliance Program, visit: www.samsungmobileb2b.com 9