With 50% of the mobile phone users in the US carrying a smartphone, tablets selling out as soon as they're launched, and the measure of apps downloaded numbering in the billions, it's time to start harnessing these devices to empower employees and drive business value. There are myriad examples of how business are improving efficiency and employee productivity with mobile, and who better to empower these players than their line of business management? The possibility exists today, but the critical first step still belongs to IT. In order to unleash mobile, IT organization must create a foundation for mobile, a control plane that underlies mobile business tools, that extends beyond simple MDM. This control layer contains both leadership and technology elements, from policies and a set of roles and responsibilities to mobile security and management tools. Only when this control plane is in place can the business start rolling out solutions for information consumption, creation and collaboration. This webinar will present the proper scope for mobility control, necessary elements of the technology and leadership to build a solid foundation for mobility.

1. 1
Building A Foundation For
Mobile Business
Altimeter Group Webinar
March 28, 2012
#AGmobile
Charlene Li Chris Silva
Founder, Analyst Industry Analyst, Mobile

2. Workers Have Chosen Their
Preferred Platform
© 2012 Altimeter Group

3. 3
Less than 5% of workers worldwide carry
separate “work” and “personal” devices
today.*
*Data source iPass Workforce Mobility Study, Q3 2011
© 2012 Altimeter Group

4. 4
Over 50% of users are taking business data
onto personal devices.*
*Data source iPass Workforce Mobility Study, Q3 2011
© 2012 Altimeter Group

5. 5
In the US, nearly 70% of firms have no formal
policy for this type of use.**
*Data source iPass Workforce Mobility Study, Q3 2011
** Data source: Citrix workforce study Nov, 2011
© 2012 Altimeter Group

6. 6
Soon All Workers Will Be Mobile Workers
46.3% of US
Mobile Owners
Had A
Smartphone in Q4
In 2012, we will cross the 50% mark in 2011
percentage of mobile phone owners who
have a smartphone. That means 1 in every
2 employees – and likely more - will be
looking to be served on mobile. It’s time to
act.
© 2012 Altimeter Group

7. 7
Platform Diversity Makes Control Parity Difficult
Source: Nielsen
© 2012 Altimeter Group

8. Enterprise Mobility Depends On
Solid Controls
© 2012 Altimeter Group

9. 9
Balancing Business And IT Imperatives
Manage Risk
Compliance
Data
Productivity
Protection
Executive Talent Security
Pressure Acquisition Policy
Competitive Contented
Fair Use
Advantage Users
Business Benefits IT Concerns
© 2012 Altimeter Group

10. 10
Enterprise Mobility Takes Various Forms
Corporate
Field Complex
Information
Collaboration Computing
Access
Goal:
Goal: Goal:
Gathering, collection
On the go access to Access to a full
and collaboration of
common information. computing experience,
information gathered
from anywhere.
in the field.
© 2012 Altimeter Group

11. 11
Financial Services Co: 2010
Scenario
“Big 5” accounting firm
100%
BlackBerry providing company-
owned devices to its
0% knowledge workers.
iOS
• Single server
• Handles all sync and policy
• Single point of control
• App use not an issue
• Little concern for non-email data.
© 2012 Altimeter Group

12. 12
Same Financial Services Co: 2012
Result
Knowledge workers 95%
overwhelmingly choose 5% iOS
iOS devices, forcing BlackBerry
the evolution of control.
• No existing, single comprehensive management tool
• Multiple points of entry to the device
• Data in email, apps, file shares
• High degree of personalization
© 2012 Altimeter Group

13. 13
The Mobile Control Plane
Mobile
Business Case Governance Technology
Workforce
Control Plane
© 2012 Altimeter Group

14. 14
Mobility Begins With A Business Driver
Mobile
Business Case Governance Technology
Workforce
• What is the pain to be addressed?
• Which users exist in the org?
• Who are the best to take mobile?
• What does success look like?
© 2012 Altimeter Group

15. 15
Governance Precedes Technology
Mobile
Business Case Governance Technology
Workforce
• Establish ownership in IT and in business
• Draft policies with HR, IT and business
• Understand metrics for success in mobile
• Target high priority groups for mobile
© 2012 Altimeter Group

16. 16
Critical Governance Components Of Control
Control
Governance
Policy Ownership
 Personnel policy  Device ownership
 Fair use policy  Service ownership
 Device remediation policy  Data access
 Data classification policy
© 2012 Altimeter Group

17. 17
Technology Closes The Control Process
Mobile
Business Case Governance Technology
Workforce
• Create an MDM backbone
• Unite access and enforcement
• Determine user use-case, metrics for continuation of
subsidy
• Determine security parameters
© 2012 Altimeter Group

18. 18
Critical Technology Components Of Control
Control
Technology
Mobile Device Management Identity & Access Management
 Data security and encryption  AAA-tie in
 Encryption  Role and user policies
 Device and app provisioning  Data loss prevention
 Management and remediation,
Data Synchronization Service Management
 Information delivery  Uptime and usage metrics
 Attachment and directory data  Telecom expense management
 Usage policy enforcement  Quality of service monitoring
 Basic device remediation
© 2012 Altimeter Group

19. 19
With A Solid Platform In Place, The Business
Can Take The Lead
Mobile
Business Case Governance Technology
Workforce
• Refine mobile roles
• Gather role-specific requirements, match with tools
• Allow LOB to lead tool selection
• Continual training, measurement and education
© 2012 Altimeter Group

20. 20
Control Is The Foundation Of Mobile Business
Corporate
Field Complex
Information
Collaboration Computing
Access
Need: Need: Need:
Content Collaboration Consumption
Mobile Control Plane
Technology Governance
Mobile Device Service
Policy Ownership
Management Management
Data Identity & Access
Synchronization Management
© 2012 Altimeter Group

21. 21
Q&A
To submit a question enter it
into the “question” box in
your GoToWebinar control
panel
Chris Silva Charlene Li
Industry Analyst, Mobile Founder, Principal Analyst
csilva@altimetergroup.com charlene@altimetergroup.com
Makemobilework.com Charleneli.com
Twitter: @802dotchris Twitter: @charleneli

22. 22
ABOUT US
Altimeter Group is a research-based advisory firm that helps
companies and industries leverage disruption to their advantage.
Visit us at http://www.altimetergroup.com or contact
info@altimetergroup.com.
THANK YOU