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
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