How to Excel with Enterprise Mobility as a CSP

Katja Ruud Research Director

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

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How to Excel with Enterprise Mobility as a CSP

Katja Ruud

This presentation, including any supporting materials, is owned by Gartner, Inc. and/or its affiliates and is for the sole use of the intended Gartner audience or other authorized recipients. This presentation may contain information that is confidential, proprietary or otherwise legally protected, and it may not be further copied, distributed or publicly displayed without the express written permission of Gartner, Inc. or its affiliates. 2011 Gartner, Inc. and/or its affiliates. All rights reserved.

Make your clients life easier

Geography
Cost

Technology
Whats the value? Mobile App Platforms

TBD

Travelling employees? Temporary Locations

Mobilising Processes
Where & When?
How & Who?

Your Performance
How well the job is done?
How consistent? How?

TBD

Agenda
What will be the key mobile technology and market trends through 2015 Mobile broadband What price plan & what is the use case?

Customer Experience A great source of competitive differentiation

Enterprise Mobility Trends 2011 & 2012

Sourcing more effectively and having better visibility Mobile communications and mobilised applications facilitate business transformation More effective use of the Mobile Customer Experience Significant Mobile data pricing

Reducing roaming charges

MDM Sourcing getting broader in Scope
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Key Mobile & Wireless Technologies`

Investment
Mobile Consumer Application Platforms 4G Standard Mobile Enterprise Application Platforms Location-Aware Applications Context Delivery Architecture Machine-to-Machine Communication Services Mobile Device Management Software-Defined Radio Hosted Virtual Desktops Location-Aware Technology

WiFi

6LoWPAN

MDM
Mobile Apps

802.11ac 802.11ad

Mobile Enterprise Applications via SaaS

802.11n Network Access Control

As of August 2011

Technology Trigger

Peak of Inflated Expectations

Trough of Disillusionment

Slope of Enlightenment

Plateau of Productivity

time
Years to mainstream adoption: less than 2 years 2 to 5 years 5 to 10 years more than 10 years obsolete before plateau

Hype Cycle for Wireless Devices, Software and Services, 2011 - G00214878 6

2015 Mobile is core, rather than addon?

Wirelessly connected machines, integration of mobiles with consumer electronics Peripherals for handsets

There's an app for everything

NFC for "touch to act" applications and m-payment Wider range of business models & services, e.g. healthcare
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The "New Normal" in Corporate Mobility

USA
35 30

25
20 15 10 5 0 1 2 3 4 5 6 >6

1. Employees will use many devices and platforms, you can't enforce standards
2. Employees will sync data between devices via the cloud 3. Diversity will increase, no platform, form factor or technology will dominate. 4. Consumerisation always wins, "enterprise" devices remain a niche 5. Mobile apps & services will be as much of a challenge as devices

Europe
35 30 25 20 15 10 5

0
1 2 3 4 5 6 >6

6. Consumer mobile apps are setting new expectations for usability, cosmetic appearance and behaviour

How many different smartphone & tablet platforms do you expect to be used by your employees in 2012?

Mobile Broadband - More Options Needed

Capped Capped Total Total Enterprise Enterprise Flatrate Flatrate Overseas Overseas

Pure Pure Volume Volume

Traffic Traffic Priority Priority Autotiering Autotiering

Favored Favored Country Country

Speed Speed Based Based Preferred Preferred Network Network

Marketing Essentials: Strategic Options to Get Out of9the Flat-Rate Trap for Enterprise Mobile Broadband Pricing - G00211282

LTE Exampel Use cases

M2M

Construction

Video

WAN Backhaul

E-health

Broadband to remote locations

Market Trends: Worldwide, CSPs Should View LTE as a Further Path Into the 10 Enterprise, 2011 - G00214973

Mobile Broadband Challenge to Articulate Business Value needs Actions

Mobile Data Pricing More options critical, must meet requirements more closely.

Present transparent use cases that illustrate business value. The added value of LTE must be very clear, to enable price distinctions from lower-speed secondgeneration (2G) and 3G services.
Identify early adopters that require data capabilities beyond 3G. Product bundles should address feature functionality (eg. HD Video) and SLAs. Mobile broadband will not be a perfect substitute for fiber or VDSL for all content. CSPs with both fixed and mobile capabilities should have a complementary strategy in this regard.
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Customer Experience Recent Customer Feedback

Why dont I hear back from my RFP?
If only they would only install my services, when they say they will

Why is it that I can only buy X of I also by Y

I need a pricing plan that works for me

Why is it that my Account Manager cant do anything?

What is the real value of consolidating sourcing?

Marketing Essentials: How CSPs Should Develop Mobile Services SLAs for Enterprise Customers (G00201313)

Recent Positive Client Feedback:

My CSP is keen & pragmatic My CSP is getting better at understanding what my business is about, and how they fit in My CSP is more flexible eg in pricing structure

My CSP is more innovative My CSP a is becoming more consistent

Marketing is very professional

Pricing is still good

My CSP beats rather than meet deadlines, that signals organization and structure

Required - Service experience

Service experience is much more than: - what the customer buys eg. services
- the price they pay - short response times in the call center

Service experience represents: - a balance between functional needs and emotional needs CSPs need to: Define it, articulate internally, deliver externally

Customer Experience what is included

Pre-Sales, Sales & Bid Mgmt Billing Reporting

Eagerness

Support

Service Roadmap

KPIs, SLAs
Action:

Flexibility

Attitude

Translate the customer experience into each customer touch point

Make customer experience metrics visible to the enterprise customers

Look for marketable examples of good customer experience
Market Insight: CSPs' Focus on Customer Experience Will Hit the Spot With Enterprises 15 G00207186

Polling Question
Do you make customer experience metrics available to your customers?

1. Yes, lots if at least 5 variants

2. Yes, some if something

3. No, none if nothing

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A Concrete Example: RFP Basics Unless instructed otherwise

Spell check Take out rude nicknames for client used as placeholders

Take out names/locations/applications of the other company, if copying text from other responses
Ensure the electronic copy does not have a virus attached

Be consistent always eg. definitions and in response eg. manage all third party yes but elsewhere not where there are regulatory limitations
Always answer Yes/No questions with a Yes or a No by all means provide supporting material, but dont leave reader searching for the answer Don't respond in word, note that tracked changes appear in some versions.

Answer in the required language

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Summary
Enterprise mobility, much is about price but also
much more

Opportunities in mobile broadband, enabling the

customers businesses and their transformation

Challenges include to articulate the business

value of eg new services above and beyond existing or consolidated sourcing

Customer experience increasingly important, a

huge opportunity

The market is still there to be won.

Related Gartner Research

Market Trends: Worldwide, CSPs Should View LTE as a Further Path Into the Enterprise, 2011 (G00214973)
Market Trends: Worldwide, CSPs Advance Their Positions in the B2B Healthcare Segment, 2011 (G00213781)

Market Trends: Europe, Fixed-Mobile Substitution Accelerates in the Enterprise Market, 2011 (G00211833 )
Marketing Essentials: Strategic Options to Get Out of the Flat-Rate Trap for Enterprise Mobile Broadband Pricing (G00211282) SWOT: Vodafone, Business Offerings, Worldwide (G00209380) SWOT: Sprint, Machine-to-Machine Business, Worldwide (G00216739) Competitive Landscape: Managed Mobility Services (G00214371) Market Trends: Mobility Solutions in Vertical Markets (G00218966) Marketing Essentials: How CSPs Should Develop Mobile Services SLAs for Enterprise Customers (G00201313) The M2M Market Evolution: Growth Attracts Everyone (G00213359)
For more information, stop by Gartner Solution Central or email us at solutioncentral@gartner.com.

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