VIEW POINT

Got Mobile? If Not, You Can Bet Your Competitors are Eating Your Lunch!

Abstract
Enterprise Mobility adoption is inevitable The road to mobility is not easy, however those who venture wisely, lead the pack and reap great business rewards.

Introduction
Over the past few years, mobile devices have put the world into our pockets. The workforce has gone mobile and work is no longer a place. Your office is wherever you are. All this translates into greater productivity and efficiency and reduced costs for the enterprise. Mobility has become an enterprise requirement. This pervasiveness of mobile devices and technologies is putting the power into the hands of the user, molding a new business landscape where the User is King. To get a sense of just how sizeable this trend is, consider that the worldwide mobile worker population is set to increase to 1.3 billion by 2015, accounting for nearly 37.2% of the workforce, according to IDC. (1) A recent study shows that 75% of the global population uses mobile devices (2). As more workers go mobile, enterprises need to enable their field force with realtime data on the go, providing instant access to enterprise systems for a range of tasks from time-keeping, travel and expenses to customer-related sales and marketing information. In todays turbulent business environment, effective collaboration through the real-time sharing of information, ideas and expertise is critical to the enterprise. The mobile and connected worker can access information at all times and collaborate effectively to help the enterprise flourish. Furthermore, customers ,whether consumers or business vendors, are quickly discovering the ease and accessibility of shopping and sourcing through their mobile devices. They are downloading applications for any number of activities to streamline work, connect with friends, compare prices on their mobiles, smartphones and tablets. Over 30 billion apps have been downloaded since 2011 (2). The key question asked - Is there an app for that? Enterprises that want to survive in such a highly competitive marketplace need to find solutions that help them drive customer and employee satisfaction such as reducing wait time for check-out, eliminating the need for in-store queues, leveraging mobile wallet payments, and enabling on-the-go access to information. For instance, a study by Mashable shows that 63% of mobile shoppers compare prices with their smartphones while shopping in-store or on their desktops at home (3). Another study by Gartner shows that context-aware location-based services, visual search for differentiated user experience, mobile commerce, and mobile payments are some of the leading mobile trends in 2012 (4). In 2013 and beyond we are looking at the rise of enterprise applications mainstream, the popularity of BYOD, the entrance of Windows 8, mobility innovation within the industries like augmented reality for retailers, a machine-to-machine (M2M) connected world, and real-time insights on-the-go. Enterprises are now setting aside budget exclusively for Mobility First initiatives. A variety of devices with versatile capabilities will further accelerate the availability, quality and adoption of mobile solutions taking advantage of these trends, making mobility business as usual. As mobile applications become the new way of transacting business, enterprise mobility is poised to become the new norm.. This paper discusses the trends that are creating the need for mobility in B2B (Business to Business) and B2B2C (Business to Business to Consumer) environments, the challenges of implementing enterprise mobility, and guidelines for designing a roadmap.

Need for Enterprise Mobility App, App, or Away!

While the explosion of digital channels has opened new ways for customers to communicate and interact with enterprises, the proliferation of mobile devices has given todays consumers an on-the-go channel to browse, shop and connect. Enterprises that want to leverage these new consumer trends are finding new ways to engage with their customers, vendors, partners, and stakeholders. Owing to these new methods of customer engagement, todays enterprises must change the way they do business. Several enterprises are finding that the traditional web-based model of business is not sufficient to drive growth their business processes must transform to keep up with customer sentiment. As more consumers become mobile, enterprises need to adopt new processes that involve innovative mobile technologies, platforms and services. With the advent of cloud, big data and mobility - the perfect storm - it becomes imperative for enterprises to leverage the power of 3 to re-engineer existing business processes that match these new methods of engagement. This includes deploying advanced systems integration functionalities and building processes that are repeatable, scalable, and build efficiencies back into the business. Enterprises need to move from simply hosting mobile web pages to implementing app-based models and other mobile deployment technologies whether hybrid, native, or cloud-based to enhance customer engagement and experience. The above trends are generating new revenue streams for enterprises through newer business models. As consumers look to their mobile devices to connect, retailers are focusing on the unique opportunity to leverage mobile devices as a mechanism to transact. For example, traditional retailers use physical or web-based touch-points such as Point of Sales (POS) through gateways like PayPal where consumers can use their credit card to make payments. Businesses are also seeking new models that allow them to implement mobile payments through virtual or mobile wallets (mWallet), which are accruing significant increases in employee productivity, company sales, and customer satisfaction. For instance, a leading, upscale fashion retailer deployed a solution enabling mobile POS devices throughout its retail outlets and witnessed a 15.3% increase in sales (5). Hence, enterprises are increasingly seeking to onboard mobile solutions that can optimize existing business processes, enable new business opportunities, generate significant cost savings, yield higher customer satisfaction, and ensure higher profits and sales. Those who quickly grasp the shift that Mobile IS the Enterprise will not just survive but thrive in this rapidly changing business environment where customer experience and quick access to data is King.

Challenges of Implementing Enterprise Mobility

As enterprises gain interest in the promise of mobility, there are some key concerns that need to be addressed. Implementation of enterprise-wide mobility not to mention ecosystem-wide mobility is a complex activity and enterprises must understand the challenges of proper planning, deployment, and governance else risk the possibility of failure. Enterprises can begin by evaluating their core business and developing an overall strategy and roadmap to progress from a nascent state or a non-adoptive state to an effective and efficient mobility state. Without the right strategy, mobility adoption will be piecemeal at best, and deter the organization from achieving the full potential and business benefits that mobility offers. Enabling enterprise mobility is a challenging exercise. Organizations can face several barriers to adoption as well as encounter negative effects of an improper mobility strategy. Without agile methodologies, application development and mobility integration across the enterprise there will be silos, reducing scalability and minimizing the reusability of assets, code and applications, which can cost millions of dollars in time, effort, productivity and assets over a period of time. Based on the tactical approach, an enterprise could adopt a point solution that can download, update and provide information to the team on a nightly basis. However, such point solutions require extended support and drive up costs in the long-term. They constitute a bandaid approach to enterprise mobility, and do not identify and address a real-time comprehensive solution. Moreover, this approach is not standards-based, not reusable, scalable, or repeatable. Despite this, some enterprises may adopt such approaches owing to budget constraints which ultimately lead to myopic views of the solution. In this scenario, one does not fully take advantage of the power of mobility. So,in the absence of an over-arching business-led strategy and envisioning of mobility across the enterprise and further into the global ecosystem businesses may not be able to keep up with the pace of user or customer demand resulting in an unscaleable operations model and stymied growth. It is clear then, that enterprises need a mobility model that moves away from the traditional IT approach and rather leads from an overall business value point of view. Such an approach requires business objectives that fully incorporate and embrace mobility as an enabler from the start. Some key factors for success are to have a sound strategy and plan in place, the ability to seamlessly integrate with existing backend systems and databases, and to have governance and maintenance plans in place before rollout. Enterprises also need to plan for the complexities in integrated industry environments and need experienced and knowledgeable partners with deep vertical expertise who can bridge business requirements to technology and solutions. Integration partners must have established capabilities and credibility with their ecosystem partners for complementary expertise. This includes domain knowledge, key relationships and executional experience with Tier 1 Alliances such as SAP, Microsoft and Oracle and Tier 2 partnerships in MEAPs, MDM, security,testing and other mobility service components. Partnering with a proven expert can ensure the success of an enterprise mobility strategy. It is about transforming your business into a nimble, informationenabled based organization where real-time information and transactions are available 24/7 to employees, customers and partners/ vendors. For example, a leading retailer revamped its entire store operations using a mobile point of sale (POS) terminal. Not only did the mobility solution transform the customer experience, but it also helped the retailer unlock data in POS registers that brought efficiency in order fulfillment. The retailer saw a 15% rise in sales as a result. Major telecom operator Bharti Airtel successfully implemented Airtel Money, a service the offers the convenience of instant money to its customers. The mobile wallet service enabled customers to pay bills, recharge accounts, shop at outlets, and transact online through multiple channels. The customer experience was easy and built customer loyalty amongst their subscriber base.

So how can enterprises effectively embrace mobility?

Typically, most organizations resolve problems from an Information Technology (IT) perspective by devising tactical solutions based on the needs of certain projects. A common perception is that mobility can be resolved through such solutions as well. For instance, field account managers may require a mobile-enabled method to ensure on-the-go access to information that resides on the Customer Relationship Management (CRM) system.

Current Scenario in Enterprise Mobility Adoption

Some enterprises have already begun making changes to incorporate mobility within their existing processes. This will ensure better customer outreach, improve employee productivity and establish new business channels for products and services. There are some common trends that can be seen among enterprises such as:

Shifting from backend systems to mobile front-end experience

The focus is gradually shifting from IT-based solutions to context-based ones as organizations transition from systems of records to systems of engagement. Organizations want to create content that is interactive, engaging and available on mobile devices through intuitive applications, thereby enabling the user from the front-end. This is relevant for consumers and, more importantly, for Business-to-Business (B2B) and Business-to-Employee (B2E) processes such as employee enablement and eld enablement. (6)

Adopting mobility for point projects

As enterprises grapple with the challenges of mobility, some are adopting mobility in speci c projects. While this piecemeal approach puts enterprises along the path to mobility, it does not enable them to take a holistic view of mobility and see the bene ts and advantages across their enterprise. This short term approach is limiting thereby causing enterprises to revisit and replant their strategy for future growth which often end in increasing costs.

Taking an out-of-the-box solution approach

Many are adopting innovative approaches in their businesses and technology strategy through mobility solutions. For example, a large telecommunications provider empowered its sales force to input data into a hand-held device at the point of sale, enabling greater e ciency and accuracy across the companys stock-to-cash system.

Some retailers have embraced innovative mobility-based solutions to their advantage such as: 1) MySupermarket, a start-up grocery store, is disintermediating the traditional experience by bringing in the best value for customers. Its mobility solution allows customers to divide their single shopping list across grocers to get the best deal and save up to 20% from the final bill. This allows the company to run an online grocery store without having a single brick and mortar shop. 2) The Tesco Virtual Store in a Seoul Metro subway station enables customers to scan the QR Codes of items they want to order and then place the order. This allows stores to extend their presence in areas not seen before.

Roadmap to Solution Implementation

As mobile devices become all-pervasive, and mobile becomes the enterprise, it is imperative that companies make the investment in time, strategy and resources to get it right from the start. However, whats the best route an enterprise should take to go mobile? While theres no single answer, certain considerations must be made when embarking on the mobility journey.

Reusable and scalable services and solutions

Enterprises need applications, code, services and solutions that are re-usable with agile methodologies and robust and comprehensive testing environments to ensure that a comprehensive solution can scale as user adoption increases.

Roadma p to Solution Impleme ntation

Processgoverned optimized models

Enterprises must institute governance, and support and maintenance planning to be enforced after solution rollout. The importance of business rules and overall support, maintenance, and scheduling is critical to execution and solution optimization.

Agility to handle ad-hoc demands and technology shifts

Innovative technology is constantly changing. Enterprises need agile partners that can handle shifts such as ad-hoc requests and procedural demands in the midst of rapidly changing technology and user environments.

Value-driven roadmap

As part of strategy and envisioning, enterprises need to create a roadmap from where they are and where they want to be in the short and long term.. This roadmap must clearly consider the overall vision and objectives and map out a clear path at each step of the way with success measures driven by business outcomes rather than metric-driven milestones. This enterprise roadmap would then subsequently be expanded to cover a global ecosystem strategy and roadmap connecting global partners, and extending out to vendor networks and supply chain vendors.

Conclusion
The road to mobility is inevitable, challenging, exciting and rewarding. With the rise of mobile devices by 2013 to exceed that of the number of people on Earth, it is imperative that enterprises put a strategy and plan in place to capitalize on this phenomenon. It takes innovative thinking, a flair for creativity, the best mapping of business objectives to technology enablers, and a maniacal focus on timely and flawless execution. The benefits of mobility are non-linear. Enterprises with the business savvy and perseverance to leap from point solutions into mobility for ecosystem transformation will reap great business benefits that enterprise mobility can bring to their customers, employees and partner networks. These enterprises will experience the multiplier effect that mobility brings increased efficiency, productivity and agility that drives continued success in revenue and customer satisfaction towards tomorrows enterprise. The right integration partner is one that can deliver the best of strategy, development, and execution with a flair for innovation and creativity through advanced user experience. One who also has a solid track record and history of customer successes in various industries and environments under all aspects of advisory, solution creation, test and delivery, governance, maintenance and support. Unlock the full potential of enterprise mobility with an innovative partner and trusted mobility advisor.

Whether your enterprise is beginning, or already embarking on its mobility journey, look for an experienced integration partner that possesses a strategic combination of skills and expertise to navigate the mobility landscape. While some vendors are experienced at tactical execution and application development, there are others that excel in strategy and thought leadership.

References
1. Mobile Worker Population to Reach 1.3 Billion by 2015, According to IDC, 5 Jan 2012, http://www.idc.com/getdoc.jsp?containerId=prUS23251912#.UMazLaD_mCc

2. 75% of World has access to mobile phones, Mashable, July 2012 http://mashable.com/2012/07/17/mobile-phones-worldwide/

3. Mobile Devices empower todays shoppers in-store and online, Nielsen, Dec 2012 http://blog.nielsen.com/nielsenwire/consumer/mobile-devices-empower-todays-shoppers-in-store-and-online/

4. 10 cutting-edge Mobile Application trends 2012 http://www.itbusinessedge.com/slideshows/show.aspx?c=87261&slide=6

5. Nordstrom Sees Sales Boost From Mobile POS Devices, Forbes, June 2012 http://www.forbes.com/sites/kellyclay/2012/04/06/nordstrom-sees-15-3-increase-in-retail-sales-following-introduction-ofmobile-pos-devices/

6. Mobiles Ascendance Will Accelerate IT Services Restructuring, Forrester, http://www.forrester.com/Mobiles+Ascendance+Will+Accelerate+IT+Services+Restructuring/fulltext/-/E-RES77861

About Infosys
Infosys is a global leader in consulting, technology and outsourcing solutions. As a proven partner focused on building tomorrows enterprise, Infosys enables clients in more than 30 countries to outperform the competition and stay ahead of the innovation curve. Ranked in the top tier of Forbes 100 most innovative companies, Infosys with $7.4B in annual revenues and 155,000+ employees provides enterprises with strategic insights on what lies ahead. We help enterprises transform and thrive in a changing world through strategic consulting, operational leadership and the co-creation of breakthrough solutions, including those in mobility, sustainability, big data and cloud computing. Visit www.infosys.com to see how Infosys (NYSE: INFY) is Building Tomorrows Enterprise today.

For more information, contact askus@infosys.com

www.infosys.com

2013 Infosys Limited, Bangalore, India. All Rights Reserved. Infosys believes the information in this document is accurate as of its publication date; such information is subject to change without notice. Infosys acknowledges the proprietary rights of other companies to the trademarks, product names and such other intellectual property rights mentioned in this document. Except as expressly permitted, neither this documentation nor any part of it may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, printing, photocopying, recording or otherwise, without the prior permission of Infosys Limited and/ or any named intellectual property rights holders under this document.