Helping Midmarket Businesses Build a Successful Mobile Solutions Strategy

Helping Midmarket Businesses Build a Successful

Mobile Solutions Strategy

Midmarket Mobile Opportunities For the Partner Channel

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1 Copyright SMB Group

Helping Midmarket Businesses Build a Successful

Mobile Solutions Strategy

Midmarket Mobile Opportunities For the Partner Channel

Laurie McCabe – Partner, SMB Group

Duane Williams – Senior Director, Mobility, SAP Ecosystem & Channels


Agenda

• Midmarket mobile trends o Drivers and Obstacles

o Mobile Apps for Employees

o Mobile Apps for Customers, Partners and Suppliers

o Mobile Management

• Role of the Partner

• Partner opportunity


The Midmarket Mobility Journey

Enabling

Businesses External Apps

* Customers * Partners * Suppliers

Employee Apps

* Productivity Apps

* Business Apps

Mobile Trends

* Drivers and Obstacles

* Mobile Devices

* Mobile Applications

Mobile Decision Making and Management

Midmarket defined as businesses with 100-1,000 employees Mobile devices include purpose built mobile devices


The Mobile Explosion is Everywhere— and Evolving Everyday

• Highly penetrated

• Driven by consumer experience

• Presents new and innovative ways to interact

• Rising anytime, anywhere and any device requirements and expectations


July 2012:

489374 Android apps in the market

June 2011:

14 Million Americans scanned QR codes

on mobile phones

2011:

$240B Mobile payments

2012:

Over $1T Mobile payments

Of the world’s population has a mobile phone

2012:

$3Billion U.S. mobile

advertising market

Mobile internet will surpass desktop internet usage

Tablets

Smartphone

PC

80M

1B

4.8B

81%

19%

It's No Longer a Question of If or When Your Business Will Go Mobile—Only How Rapidly and How Effectively

Planned use of mobile services to support business functions in the next 12 months

Current use of mobile services to support business functions


Which of the following best describes your company's current use/planned use of mobile devices and services to support business operations?

• Higher-performing devices

• Employees with multiple mobile devices (smartphones, iPads)

• Faster 3G and 4G networks

• Explosion of mobile apps

• Growing requirement to enable employees and external audiences (customers, suppliers, partners) with mobile access and interaction

Mobile Businesses are Growing Faster


What specific line of business applications (to support financial, marketing, sales, services, inventory management, operations, etc.) do you currently provide/plan to provide for employees to use for business purposes?

• Midmarket businesses with a mobile strategy are more bullish about their growth predictions. Business that use these mobile business apps show:

o 1.4x greater propensity to show revenue increases for employee business apps o 1.25x greater propensity to show revenue increases for external apps.

60%

66%

82%

35%

26%

15%

5%

8%

3%

No plans to use

Plan to use in next 12 months

Currently use

Revenue Increase Revenue Flat Revenue Decrease

67%

67%

80%

27%

26%

17%

7%

6%

3%

Employee Business Apps. External Apps.

Drivers Inhibitors

Scarce IT resources/ Lack of expertise

Management complexity

Costs

Security concerns

Grow sales

Provide better customer service

Improve collaboration and communication

Boost productivity

Overall Drivers and Inhibitors for Mobile Solutions (Internal and External)

• Mobile solutions directly address business challenges

• But financial, resource and management concerns make it difficult to do more

Partners need to demonstrate mobile solutions ROI and have answers to the challenges


Top Drivers and Inhibitors for Empowering Employees with Mobile Solutions

23%

25%

28%

57%

59%

59%

Increase sales

Perform specific business functions without being in

the office

Improve customer service

Work more easily from any locations

Better access to people and information to make better

decisions

Improve employee productivity

Top Drivers

29%

31%

33%

42%

44%

49%

Difficult to manage mobile devices and apps

Concerns that employees will use them for personal use

Uncertainty about return on investment (ROI)

Concerns about storing sensitive data on devices

Voice and data service costs

Concerns about data, network or transaction security

Top Obstacles

Employee Apps

External Apps

Mobile Management

What do you view as the top 3 benefits (and obstacles) for your company's employees to use mobile devices, service plans and mobile applications for business purposes?


Many Mobile Collaboration and Productivity Apps are Mainstream

• Driven by adoption of smartphones/ tablets

Help companies get more out of them

Mobile device management

Integrate mobile apps with existing business and collaboration applications

28%

40%

42%

45%

46%

58%

59%

78%

84%

86%

88%

25%

28%

26%

10%

25%

9%

12%

6%

8%

4%

7%

Personal assistant

Document creation

Conferencing apps (audio, web/video)

Location-based services

Document management/sharing

GPS/navigation and mapping

Instant messaging (IM)

SMS texting

Contact Information

Calendar

Company E-mail

Currently use Plan to use in next 12 months


Employee Apps

External Apps

Mobile Management

What specific mobile collaboration and productivity applications do you currently provide/plan to provide for employees in your company to use for business purposes?

Adoption of Mobile Business Apps Will Roughly Double in the Next 12 Months

17%

18%

21%

23%

25%

27%

28%

29%

29%

35%

39%

19%

20%

22%

29%

21%

24%

16%

22%

25%

20%

25%

Supply chain integration/inventory management

Payment processing

Financial management

Business analytics

Mobile marketing and advertising

Expense management

Delivery & shipment apps

Field service applications

Time management & time capture

Social media marketing

Customer relationship/sales management

Currently use Plan to use in next 12 months


Employee Apps

External Apps

Mobile Management

• Employees use apps across a wide spectrum of business functions

• Adoption is expected to double for most types of employee apps

Guidance for app strategy and selection

Mobile app development

Integration with back-end business applications

What specific line of business applications (financial, marketing, sales, services, inventory management, operations, etc.) do you currently provide/plan to provide for employees to use for business purposes?

Top Drivers and Inhibitors for Providing Mobile Access to Customers, Partners, Suppliers

34%

37%

39%

41%

41%

51%

Helps us attract new customers

Helps us keep up with the competition

Provide a more personalized customer experience

Enables customer self-service

Helps us grow revenue

Respond faster to customers, partners, suppliers, etc.

32%

34%

42%

45%

46%

Insufficient staff to plan/deploy

Integration with existing business apps

Mobile app management/mainten

ance costs

App and/or app development costs

Security concerns


Employee Apps

External Apps

Mobile Management

Top Drivers Top Obstacles

What are the top 3 benefits/ obstacles for your company to invest in a mobile website and mobile business applications for external users (customers, partners, suppliers, etc.)?

What Mobile Apps are Medium Businesses Extending to Customers, Partners and Suppliers?

21%

21%

23%

25%

28%

30%

32%

33%

36%

37%

15%

19%

16%

18%

24%

21%

23%

17%

18%

13%

View inventory

Delivery/shipment status

Scan QR codes

Pay bills, check invoices, balances

Edit personal information

Customer and partner service

Marketing offers

Buy products and/or services

Schedule appointments/reservations

Social media sharing

Currently use Planned in next 12 months


Employee Apps

External Apps

Mobile Management

• Businesses are increasingly enabling mobile apps to access line-of-business functions to conduct business with customers, prospects, partners and suppliers

Which line-of-business functions can external users (customers, suppliers, partners, etc.) access through your company's mobile-device friendly web site and/or mobile applications?

Understand Who the Decision-Makers Are

2%

5%

6%

10%

23%

45%

7%

15%

10%

10%

9%

28%

5%

38%

1%

14%

3%

6%

Communications manager

Line of business manager

Partner

Office manager

Owner/ President / CEO

CIO/IT manager

Sole decision-maker Joint decision-maker Influence / recommend but not a decision-maker


Employee Apps

External Apps

Mobile Management

Target multiple people involved in various stages of the decision process

Pitch appropriate messages relevant to different decisions makers

What is your role in mobile decision making?

9%

16%

21%

26%

44%

44%

50%

59%

Security is not a concern

Lack of authentication capabilities

Lack of asset tracking capability

Each mobile device has a different security specification

Threat of hacking mobile applications

Data encryption/protection issues

User disregard for security

Mobile devices lost or stolen

Growing Demand for Mobile Solutions Means Mounting Pressure for Better Security


Employee Apps

External Apps

Mobile Management

How can Partners help with ongoing monitoring and management to address these security challenges

What do you see as the top 3 security related challenges in using mobile business applications in your company?

Plans for Mobile Device Management Solutions and Platforms are Rising

41%

29%

36%

27%

14%

27%

32%

35%

25%

31%

33%

38%

29%

48%

55%

Mobile device management

Mobile applications management

Mobile security management

In-house mobile platform to develop mobile apps and/or manage mobile devices, apps and

security

Hosted/outsourced mobile platform to develop/and or manage mobile devices, apps

and security

Currently implemented Plan to implement in next 12 months No plans


Employee Apps

External Apps

Mobile Management

• Mobile device management:

o 41% currently use

o 27% plan to use

• In-house mobile platform:

o 27% use

o 25% plan to use

Has your company implemented or does it plan to implement mobile management solutions in the following areas?

Where Midmarket Businesses are Sourcing Mobile Apps

18%

23%

29%

30%

34%

Use customized mobile apps/extensions andadd-ons developed by third-party

consultants, developers, etc.

Use customized mobile apps/extensions andadd-ons from our existing business

application vendor(s)

Use mobile apps/extensions and add-ons

from an application store (Android market,Apple AppStore, etc.)

Build our own mobile apps/extensions andadd-ons with internal staff

Use "off the shelf" mobile apps/extensionsand add-ons from our existing business

application vendor(s)

Sources for Mobile Applications


Employee Apps

External Apps

Mobile Management

• Almost an even split between the use of “off the shelf” and the “custom” mobile apps

Partners need to understand the types of mobile apps that are beneficial by industry

Businesses will seek out Partners that can help them develop and/or customize existing apps

$14,366

$64,428

Annual Mobile Management Spending

Annual Mobile Application Spending

Outlook for Medium Business Mobile Spending

• Large opportunity in mobile apps and mobile management: $2.8B

• Healthy growth:

o 36% growth in mobile application spending

o 33% growth in mobile management spending

Annual Mobile Device Spending,

$1.25 B

Annual Mobile Management

Spending, $0.71 B

Annual Voice and Data Spending,

$5.48 , 58%

Annual Mobile Application

Spending, $2.03B

36%

2012 Mobile Spending

$9.5 B 18% Y/Y growth

21.5% 13%

7.5%

58%


28%

33%

26%

Average 2012 spending/firm

Mobile Solutions Channel Model

• Invest, train an develop mobile expertise

• Align with existing skills sets and market orientation o Consulting, planning, evaluation

o Application development

o Implementation

o Management and monitoring

o Integration

• Leverage partnerships to add value

• Device vendors • Broadband service

providers • Business

/Collaboration Software vendors

• Mobile apps vendors

End-user Customer

Partner Channel


What’s Available from SAP


Managed Mobility

Services

Rapid Deployment

Solutions

Mobile Apps

Full Service

Platform

Backend

Agnostic

Scalable Channel

SAP

Partners

SAP Store for Mobile Apps (80% from Partners)

SAP Mobile Platform

LoB/Industry Apps Customer/Partner Apps Analytic Apps

SAP Business

Suite/Business All-in-One

Databases Third Party Apps

MEAP - Sybase Unwired Platform

MDM - Afaria

MCAP - Mobilizer

NetWeaver Gateway

Sample Priority of SAP Mobile Apps


Mobile Field Service & Asset Management

Mobile Retail Execution & Direct Store Delivery

Mobile Consumer Solutions: Banking / Telco / Utilities / CP / Retail

CRM Mobile Suite

Content Mobile Suite

Healthcare Mobile Suite

Procurement Mobile Suite

Mobile Travel and Expense Management

Productivity Mobile Suite: Configurable / Extensible Workflow HCM / FIN / SCM

Mobile BI/Analytics

Available Resources


1. sappartneredge.com >> Mobility for tools and resources

o How to get authorized for SAP mobile solutions

o SAP Rapid-Deployment mobile solutions

o SAP Mobile Apps Partner Program

2. sappartneredge.com >> Education for Mobility and Sybase training

3. SAP mobility partner interviews on YouTube

4. Path to mobile solutions infographics

o Small business version

o Midsize business version

5. 5 partner-led demand gen campaigns on Mobility in sapvirtualagency.com

https://websmp203.sap-ag.de/~form/handler?_APP=00200682500000002702&_EVENT=DISPLAY&_HIER_KEY=201100035870000001783&_HIER_KEY=301100035870000002844&_HIER_KEY=501100035870000019737&_HIER_KEY=601100035870000248602&_OBJECT=011000358700000673392012E



https://websmp104.sap-ag.de/~form/handler?_APP=00200682500000002702&_EVENT=DISPLAY&_HIER_KEY=201100035870000001783&_HIER_KEY=301100035870000002844&_HIER_KEY=501100035870000019737&_HIER_KEY=601100035870000249943&





http://www.youtube.com/playlist?list=PLC70933B7B198B8F4

http://download.sap.com/download.epd?context=DD2021B9F9463F439664D2D6F651D284A6ACC8320CBA7CFA451DFAD7C734A9C0F43FECF20E3A718FF3FE55418906B63B8B73F6C9B9C206FC

http://download.sap.com/SMIGlobal/download.epd?context=7D39F79E50644470242574D42FC66F36E154AE3B3FA7499F6DD7C08E7AC8B2A48498966FE2995936EE28CA83BB4EC79DED000D619F483967

http://download.sap.com/SMIGlobal/download.epd?context=7D39F79E50644470242574D42FC66F36E154AE3B3FA7499F6DD7C08E7AC8B2A48498966FE2995936EE28CA83BB4EC79DED000D619F483967

Seize the Opportunity To Be A Mobile Business Catalyst

Prepare for and develop a mobile business strategy

Evaluate, select, deploy, develop mobile apps to meet business objectives

Identify opportunities and Integrate mobile apps with back-end business applications to streamline workflow, boost productivity, etc.

Plan and implement mobile management solutions

Monitor and manage mobile solutions and infrastructure

Copyright SMB Group 23

Help your

customers

to…

Questions and Answers


To ask the speakers …

Thank You!

SMB Group, Inc.

Laurie McCabe

Partner

508-410-3562

[email protected]

Website: www.smb-gr.com

Blogs: http://sanjeevaggarwal.wordpress.com

http://lauriemccabe.wordpress.com


SAP Ecosystem and Channels

Duane Williams

Senior Director, Mobility

650-461-2913

[email protected]

http://www.smb-gr.com/



http://sanjeevaggarwal.wordpress.com/

http://lauriemccabe.wordpress.com/

http://lauriemccabe.wordpress.com/

Helping Midmarket Businesses Build a Successful Mobile Solutions Strategy

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