Mobile Value-Chain: Perspectives on Enterprise

Mobility

Sundeep GuptaDirector of Product Management & MarketingOrative CorporationJuly 29thth 2006

Agenda

Trends shaping MobilityEnterprise MobilityOpportunities & Challenges

Why Mobility?

AnywhereAccess

Content &

ApplicationsConvergence

Lifestyle

Wireless Drives Mobility

Satellite

Macrocell Microcell

UrbanIn-Building

Picocell

Global

Suburban

Source: ITU World Telecommunication Development Report

Converged Content & Apps

Books /Publishing

GamingDigital Photography

Digital Audio Fax/Phone

Calendar & Journal

PC / Internet

SOURCE: IDC

Life Style

Always OnGlobalization

VirtualizationVirtualizationRapid Response

Fashion

Network Convergence

PSTN(~3 B Users)

Internet(~ 1.5B Users)Mobile

~3 B Users

Mobile Lifestyle is Here

Mobile TV

Music

Enhanced Browsing

Presence and LBS Gaming

Imaging

Messaging (IM-email)

Voice (VOIP, P2T)

Community

Enterprise Apps

Lifestyle

SOURCE: IDC

Basic Segmentation

Service Providers

Enterprises

Applications

Service Mgt

Core

Access

INFR

AST

RU

CTU

RE

APP

S

Major Players(NA-centric View)

©IDC, 2006

Total Mobility Market

2005 2006 2007 2008 2009

Mobile MiddlewareWW WLAN Equipment

Wireless Infrastructure SvcsMobile & Wireless Infrastructure

Devices (PDAs, phones, etc.)Operator Wireless Data Svcs

Operator Wireless Voice Svcs

050

100150200250300350400450500 $862B

$689B

SOURCE: IDC

Agenda

Trends shaping Mobility

Enterprise MobilityOpportunities & Challenges

What is Enterprise Mobility?

Across Across NetworksNetworks

Across Across DevicesDevices

Application Application IntegrationIntegration

CalendaringCalendaring

Web & Video Web & Video ConferencingConferencing

InstantInstantMessagingMessaging

& VoIP& VoIP

EE--MailMail

Team Team WorkspacesWorkspaces

Identity Identity & Presence& Presence

Unified Communications Drives Mobility

Source: Microsoft MEDC

SmartphoneSmartphone•• Integrated phone Integrated phone

with PDAwith PDA

Windows MobileWindows Mobile

Mobile/Tablet PCMobile/Tablet PC•• Complex document Complex document

authoring, editing and authoring, editing and active readingactive reading

•• Note taking and ink Note taking and ink annotating annotating

•• Keyboard centric at the Keyboard centric at the desk, pen & keyboard desk, pen & keyboard away from the deskaway from the desk

•• Keyboard, mouse plus Keyboard, mouse plus pen, ink, and speech pen, ink, and speech input methodsinput methods

Pocket PC PhonePocket PC Phone•• View and some data View and some data

entryentry•• Integrated PDA with Integrated PDA with

phonephone•• Interoperability with Interoperability with

Office, Exchange Office, Exchange and SQL Serverand SQL Server

Smart Smart Personal Personal ObjectsObjects

•• OneOne--way way networknetwork

•• Information Information consumptionconsumption

(+)

(+)

Por

tabi

lity

P

orta

bilit

y

(( --

))

SOURCE: MICROSOFT

Microsoft’s Mobile Vision

((--)) Functionality Functionality (+)(+)

Agenda

Trends shaping MobilityEnterprise Mobility

Opportunities & Challenges

Opportunities

PersonalizationApplications– Consumer apps– Business apps

Device managementSecurityMobile commerce

Architectural changeIntegration servicesServices delivery platformsApplications and servicesServersOSS, BSSDevice managementReal-time billingSecurity

Device-Centric Infrastructure-Centric

Why Enterprises BuyFrom Startups

Point solution meets specific need– E.g superior vertical application

Imminent problem with clear resolution– Mobile device security

Incumbent vendors are not ready– Presence enabled unified communications

Waiting causes damage– WLAN IPS

ROI on first use– Software distribution, SSL VPN

Beta site opportunity– VoWLAN

Standards still evolvingSOURCE: GARTNER

Seizing the OpportunityWhere is the demand?

– How strong is it?

– Who is influencing it?

How to segment?

– Infrastructure Vs. Application

– Platform vs. Point Product

– Business vs. Consumer

– By user segment

Seizing the Opportunity

Which Business Model?

Where are you in the value chain?

What interface?

Which standards?

Where Do You Want to Play?

ApplicationDevelopersApplicationDevelopers

ContentProvidersContentProviders

InfrastructureProvider

InfrastructureProvider

Device ManufacturersDevice 

Manufacturers

End‐UserConsumerEnd‐UserConsumer

Network OperatorsNetwork Operators

Retail VARRetail VAR

Consumer agrees on service contract

VARs sell devices asmiddleman

Users must be able to operate device 

Device must gain network access

Content must meet target customer segments needs

Network Operators needapplications to enhance services

Infrastructure facilitates network management

Content sites must developbrand and drive greateraccessibility

Applications provide efficient access to

content

VARs sell service contracts

as middleman

Sou

rce:

Con

stan

ce &

Gow

er, M

IT

 

Compatibility

Where in the World?

6.0%6.8%

9.8%

1.9%

3.3%

1.9%

U.S. WesternEurope

Japan China India Russia

Source: IDC

2006 GDP Growth

Varying Global Adoption & Acceptance

SOURCE: Chetan Sharma Consulting

Technology & StandardsSoup… Many Moving

SOURCE: GARTNER

Handsets Evolving…FAST

Understand Four Pillars of Mobile App Dev

DataDataMgtMgt

NetworkNetworkAwarenessAwareness PowerPower

AwarenessAwareness

UIUI

Startup Success Means

Stay in BusinessAnticipate Market– Understand eco-system and evolutionary

forces– Vision and Faith– Luck

Be Clear– Tool vs. Infrastructure– Product vs. Service– Business vs. Consumer

SOURCE: GARTNER

Thank You

Sundeep Gupta (BITS ’89)– sundeep.gupta at gmail.com