The Complimentary Reprint Of This Syndicated Research Report Has Been Sponsored By: A CIO s Guide To Mobility Management Written By: Maribel Lopez March 2013 Lopez Research LLC 2269 Chestnut Street #202 San Francisco, CA 94123 T (866) 849-5750 E sales@lopezresearch.com W www.lopezresearch.com
Mobile Brings Opportunity For CIOs CIOs face a business landscape where mobile technologies and cloud computing are altering what we connect, where corporate data lives, and how we transact business. The combination of powerful mobile devices, wireless networks that are nearly ubiquitous, and widespread consumer mobile adoption have brought about this shift in the IT world (see Figure 1). Employees are bringing their own technology to the office and expect access to corporate systems on devices such as smartphones and tablets. CIOs want to innovate and transform businesses. Mobility provides the perfect opportunity for IT to deliver business value such as revenue growth and agility by making a company s systems and processes more intelligent, instrumented, and interconnected than they have ever been before. Leading CIOs will use mobility to reshape business models, increase collaboration, and improve customer relationships. These leaders will provide the foundation for competitive advantage by designing new workflows and applications that: Capture efficiencies by mobilizing processes. Many business processes can benefit from real-time data access and capture such as retrieving and updating customer records, inventory and price checks, and processing sales transactions. Data capture at the point of service minimizes data entry time, reduces errors, and minimizes incorrect billing. By providing mobile application access, CIOs help the business shorten sales cycles, improve data quality, and improve customer satisfaction. For example, a pharmaceutical company shaved 45 days off of its receivables collection by providing a tablet application which allowed sales people to log drug samples at the point of delivery. Create new value by tapping into context. Mobility enables CIOs to push beyond differentiation through cost reduction. Mobility provides context such as presence, location, motion, and environmental conditions that CIOs can then utilize to enhance existing processes and workflows. For example, Progressive Insurance s Pay As You Drive program offers drivers the chance to lower their premiums based on real-time analysis of their driving habits from a sensor placed inside of their respective vehicles. After 30 days, customers can log into their policies in order to see what kind of discount their driving habits have earned them and find suggestions on how to alter their driving habits to save even more on future insurance premiums. Deliver business agility by integrating mobile, cloud, and analytics. IT infrastructure must change as relationships become more dynamic between employees, customers, partners, and suppliers. By linking mobile, cloud, and big analytics, CIOs can deliver business processes that collect data at the point of service and deliver proactive and actionable insight. This insight will come from analyzing context such as location, prior behaviors, and the time of day in order to determine what information employees or customers need at a specific moment in time. By combining analytics with location and a A CIO s Guide To Mobility Management Copyright Lopez Research LLC 2
Customer Relationship Management (CRM) app, a company can automatically push the respective customer insight such as a customer's recent financials, specific news articles, support call records, and the status of current orders to the mobile device. Companies Will Mobile-Enable The Business In 3 Phases CIOs recognize that it is impossible to achieve the full benefits of mobility until existing workflows and applications are available on mobile devices, regardless of who owns the device. In 2012, CIOs took a step toward overcoming this barrier by creating policies and deploying tools that had put into effect the Bring Your Own Device (BYOD) programs. It s no surprise that in our Q/4 2012 Enterprise Mobility Benchmark over two-thirds of firms surveyed already allow or plan to allow employees the ability to use personal devices to access corporate data. Likewise, many of the companies that allowed BYOD in 2012 only offered access to email, contacts, and calendar applications. CIOs concerns over how to develop, manage, and secure enterprise applications has stalled the rapid deployment of mobile apps. Looking forward, in 2013 many companies plan to mobile-enable business applications and processes such as CRM, ERP, and order management. Vertical industry apps such as electronic health records, insurance claims, and field service dispatch are also being mobile-enabled. However, IT can t mobile-enable an entire business overnight. Over the next 3 to 5 years, companies will evolve to mobile-empowered businesses in three phases: extending, enhancing, and transforming the business (see Figure 2). In the first phase, a business will simply rework many of its existing solutions in order to allow it to operate in the mobile domain. Companies will seek out mobile versions of existing applications or adapt these applications to operate on mobile devices. In many cases, firms start by replacing volumes of paper or paper-based processes with mobile apps or mobile content management. Phase one kicks off the first wave of productivity enhancements by lessening the time it takes an employee to complete a transaction and for said transaction to flow throughout the organization. For example, a salesperson can submit a price discount request while in the presence of a customer, and the sales manager can immediately view and approve the discount from a mobile device while on the road. In the second phase, a business will add new features to existing workflows and applications to further enhance the experience. These features will be based on using technology in devices such as location, cameras, and sensors. For example, this could be adding location into customer relationship management or using sensors to detect if the vibration or temperature in a delivery truck has damaged the cargo (see Figure 3). In the final phase, mobility transforms the business by allowing an employee to A CIO s Guide To Mobility Management Copyright Lopez Research LLC 3
accomplish a task that could not be done in the past. Applications will learn and adjust to a user s behaviors over time. Firms will create new employee and customer experiences while building different business processes. Figure'3.'Examples'of'Mobile'Adop7on'In'Each'Phase'' Healthcare' Extend:'eAscribing,'pa7ent'data'capture,'medical'test'approvals' Enhance:'automa7c'tracking'of'drug'samples,'new'pa7ent'educa7on' tools,'video'sales'collateral'on'a'tablet,'equipment'tracking' Transform:'video'from'the'ambulance,'remote'pa7ent'diagnosis'on'a' tablet' Logis7cs' Extend:'signature'capture' Enhance:'realA7me'dispatch,'Route'op7miza7on,'GPS'proof'of'delivery' Transform:'RealA7me'loca7on'and'condi7on'monitoring'of'cargo,'' predic7ve'equipment'maintenance,'augmented'reality' Retail' Extend:'Mobile'web'sites,'SMS'promo7ons' Enhance:'Mobile'POS,'push'no7fica7ons'' Transform:'Customized'realA7me'offers,'extending'the'distribu7on' channel'(e.g.'tesco s'trial'of'using'your'phone'to'select'and'purchase'from' a''poster'in'a'train'sta7on)'' A CIO s Guide To Mobility Management Copyright Lopez Research LLC 4
IT Needs Mobility Management To Support BYOD and Mobilizing Apps In the past, businesses thought of mobile as just another endpoint or access method. Today companies realize that mobility must become a central part of the IT network, core business processes, and application strategy. To deliver the benefits of mobility, IT leaders must update their existing mobile management strategy to enable distributing, securing, and managing the support of a wide range of enterprise applications that the business plans to deploy. To meet changing enterprise requirements, management products are evolving from mobile device management (MDM) to enterprise mobility management (EMM) solutions. The market is evolving in three phases, with each phase providing a new layer of management benefits and a choice of approaches for protecting content while empowering employees to do their jobs from any location. 1. 2007-2012 Device-driven management. At the beginning of the mobile era, the tools for mobility management were basic, fragmented, and focused on devices. In fact, the market was called Mobile Device Management. MDM delivered inventory management, device status, and health. It offered rich security at a device level such as preventing unauthorized access to: 1) the device and its data including data on removable storage 2) data as it transits the network and 3) the corporate network. Basic security features such as password enforcement, remote lock, and remote wipe are found in MDM. Mobile device management and mobile security vendors dominated this era. The focus was on the device, not the application or data. In some cases, security vendors and MDM vendors merged to provide more comprehensive suites. 2. 2011-2014. Application management and containerization. In this era, MDM vendors offered centralized management for mass deployment of applications, Over-the-Air (OTA) updates, and certificate support. Mobile Application Management (MAM) vendors entered the scene and focused on delivering enterprise application stores and managing the ability to add, configure, update, or remove apps. Standalone MAM vendors did not offer the detailed device management of MDM, and MDM vendors helped to grow and create solutions to include MAM capabilities. The focus in the industry shifted to how to secure corporate data and apps while enabling employees to maintain and use all of their personal data and applications. Virtualization vendors and MAM vendors have offered new security solutions that are based on sandboxes, containers, and app wrapping to separate, secure, and manage corporate data all without changing how employees use their personal devices. Industry consolidation accelerated as vendors came to understand the importance of EMM and looked to fill product gaps. Application performance monitoring, testing, and help desk support rose in importance during this era. A CIO s Guide To Mobility Management Copyright Lopez Research LLC 5
3. 2013, 2014 and beyond. Contextual Enterprise Mobility Management. In late 2013 and beyond, EMM will build on the solutions of the past and focus on delivering data protection with contextual management based on attributes such as location, role, time of day, and type of content. This process will start in 2013 as part of application management but won t come into its full glory until 2014 or later. Security will be present at all layers from the device through the application. Corporations will select which functions the respective business wants in an EMM. Some will opt for an EMM that spans the device through the application while others will take a lighter approach that focuses on apps. Wireless LAN vendors will enter the market to link network context such as network quality and application traffic into application management. More partnerships will form between focused vendors such as MAM, MDM, and WLAN vendors. The market will experience further consolidation as IT will look to minimize the number of management consoles it utilizes. The focus of the EMM market will shift to managing employee interactions and applications over multiple devices. Four Questions To Evaluate Your Mobile Management Needs There are numerous types of mobility management vendors and several deployment models including onpremise, cloud, and hybrid deployments. With such a complex landscape, how do you decide which solution is right for your company? IT leaders should ask the following questions as companies evaluate how to support mobile-workers. 1. What percentage of your employees will be BYOD-lite (email & calendar only), Full BYOD (access to corporate apps), or Corporate Owned Personally Enabled (COPE)? There isn t a one size fits all approach to supporting devices. It s also rare that a company will support only corporate-owned devices or only BYOD devices. While many CIOs are supporting BYOD, business and IT leaders are also purchasing smartphones and, increasingly, tablets for their employees. In some cases, companies are purchasing tablets that will be shared by a group of employees, such as store clerks in retail and nurses in healthcare. CIOs must define a management strategy that supports BYOD-lite, full BYOD and COPE. CIOs must also devise a global strategy that will adapt to and support various privacy regulations of different countries. 2. How will you manage the entire application life cycle? Today s enterprise mobility management must go beyond what mobile device management has been. CIOs must deploy a scalable way to get apps and content on devices in a secure manner that doesn t alienate employees. Centralized management enables mass deployment of applications and updates Over-the-Air in an unattended manner. Basic applications management adds areas such as application monitoring for performance A CIO s Guide To Mobility Management Copyright Lopez Research LLC 6
and use and version management along with providing the ability to pinpoint performance issues and optimize app functionality based on usage analytics. Early mobile pioneers were using consumer applications stores to deploy enterprise applications. Today, CIOs should select tools that will help their businesses create a custom, self-service enterprise app store that manages app deployment across highly complex, multi-user, multi-device environments. In some cases, CIOs could use MAM for application testing and development environments in order to test application health and security. Specialized vendors have emerged to offer MAM, and MDM vendors now offer at least basic applications management. 3. What level of security is required? CIOs should define what apps will be accessed on mobile devices, what kind of data will be stored on the device, as well as what regulations the business is required to support. Basic security features such as password enforcement, remote lock, and wipe provide the first level of defense. In general, the security strategy should focus on securing the data and not just the device. But CIOs need a comprehensive mobile-security solution that provides protection on four levels by preventing unauthorized access to: 1) the device and its data including data on removable storage 2) data as it transits the network 3) the corporate network and 4) securing the application and/or content if necessary. EMM solutions should support centrally defined and distributed security policies, device and removable-media encryption, and two-factor authentication such as biometrics if deemed necessary. While a company might choose lighter security constraints, it is important that the vendor it selects offers a rich portfolio of security solutions in case the customer s needs change. 4. Do you want to support EMM in-house, hosted, or both? Mobile management solutions are critical to the operational health and security of a business, but many firms don t have the IT resources required to evaluate, install, and manage EMM. IT should assess its available resources and decide if it should deploy EMM on-premises or in the cloud. In some cases, CIOs may wish to use hosted solutions in geographies where IT staff is limited while using on-premise solutions at larger locations. Another consideration for any EMM solution is how it will integrate with existing solutions. Conclusion The workforce is mobile. If a company embraces mobility and contextual services, it will reshape its business models, improve sales and service, and create sustainable competitive advantage. While each organization is different, a set of foundation services are required for all organizations. CIOs must offer access to the workflows and applications that employees need on both personal and corporate-owned A CIO s Guide To Mobility Management Copyright Lopez Research LLC 7
devices, and a method to manage and secure corporate data and applications. Robust mobile management solutions can provide scalable, high-performing services that allow businesses to focus on building competitive advantage. With the right IT foundation, mobility will provide workforce productivity gains, faster business transactions, real-time decision-making with accuracy, and improvements to customer service which will ultimately provide a formula for success to those companies that take advantage of and adapt to the increasingly omnipresent mobile landscape in today's business world. ALL RIGHTS RESERVED. LOPEZ RESEARCH LLC The development, preparation, and publication of this work have been undertaken with great care. While we don t anticipate any errors in this document, errors may occur. We ll make every attempt to correct any errors that are found. The publisher is not responsible for consequences that may ensue from use of materials or information contained in this work. No part of this document may be reproduced in any manner without the express written consent of Lopez Research, except in the case of brief excerpts in critical reviews and articles. This document is available for reprints. To purchase syndicated research or reprints of the report please email or call us at: sales@lopezresearch.com or (866) 849-5750 About Lopez Research Lopez Research, founded in 2008, is a market research and strategy consulting firm that specializes in how mobile technologies, big data, and cloud computing will create contextual Right-time Experiences. The company s mission is to understand the evolution of these trends, provide thought leadership, and assist both enterprise and technology vendor clients in building winning market strategies. The company's perceptions in the enterprise market are gained through direct industry involvement and client interaction. Lopez Research combines survey-based research and predictive analysis to gain insight into coming trends. With a background in emerging business and technology trends, voice and data networking technologies, and vendor and service provider selection, Lopez Research provides clients and readers with the bridge between business leadership and technology adoption. www.lopezresearch.com A CIO s Guide To Mobility Management Copyright Lopez Research LLC 8