We thought it would be helpful to share some perspectives on how we are seeing customers realize and accelerate business value from the four Mega-Trends (Cloud, Mobile, Social, and Big Data/Analytics), so we asked one of our colleagues to share what he’s learned about how companies are getting business value from Mobility in the Enterprise..

Here is Arno Harteveld sharing his observations and insights on the Enterprise Mobile story …

Getting Business Value from the Mega Trends

In my current role I interact on a regular basis with customer executives during customer briefings regarding Enterprise Mobility which gives me an insight what drives customers and what customers are doing in this area. Microsoft recognizes four mega trends which are shifting the industry in profound ways how people work and how we do business. It is changing how we buy stuff and how we interact with others. There is a big opportunity to use the four mega trends to unleash business value.

Four Mega Trends That are Changing the Way We Work and Conduct Business

We recognize mobility as one of the four mega trends (mobility, social, cloud and big data) that are changing how we work and how we conduct business. These four mega trends are likely to be the dominant forces of change in the coming decade and represent what is most important to Microsoft customers today:

  1. Mobility. New mobile device types are proliferating rapidly. When combined with cloud connectivity, mobile technologies are changing the way we work and play.
  2. Social. As technology becomes more immersive, we also expect it to help us develop more personal connections with colleagues and customers.
  3. Cloud. The connectivity that the cloud offers is changing our technology expectations. With an always-on connection, apps can provide innovative new services that have instant scalability and attractive economics.
  4. Big Data. Although business intelligence (BI) has been important for years, the rapid increase of connected devices and apps is generating exponential growth in raw intelligence data. The need to get better insights from this “big data” has grown accordingly.

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These trends are revolutionizing how organizations engage customers, deliver innovative products and services, compete in a global economy, attract and retain talent, and manage expenses. This paper focuses on the effects—and potential uses—of mobile technology in this context.

How Can Your Organization Keep Up with Customers' Rising Expectations, and Enhance their Experience?

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It’s estimated that by 2016, one billion global consumers will have access to smartphones or tablets, which makes mobile technology a crucial medium for interacting with customers. Considering that 2.4 billion consumers connect to the Internet, one-third of the world’s population is a click away from your business, product, or service.[1][2] Mobile consumers have faster access to better information than ever before.

How Can Your Company Best Utilize the Changing Capabilities of the Workforce?

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By 2015, the world's mobile worker population will reach 1.3 billion, representing 37.2 percent of the total workforce.[3] Working at away from an office desk has become the new normal.

Take a Mobile-first Approach to Realize Business Value from Mobility

To realize the potential benefits of the four mega trends, reevaluate business processes to get business value from mobile IT capabilities. Your organization can take advantage of mobile technology to adapt to today’s changing business environment; however, to do so, it must adapt new agile approaches to delivering technology options and services to both customers and employees. Any of the following three strategies can be used bring mobile technology into an organization:

  • Run. In the Run strategy, the organization maintains operations at the current level at a minimum. Although changes made because of this strategy may decrease costs, they do not contribute directly to the business.
  • Grow. In the Grow strategy, the organization adapts its existing business processes.
    Changes made because of this strategy directly increase revenue or improve process efficiency.
  • Transform. In the Transform strategy, the organization develops new markets and/or new lines of business. Changes made because of this strategy directly increase revenue.

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Figure 1. Three strategies for integrating mobility into an organization[4]

Every organization has different needs, different capabilities, and different available resources. These strategies can help to tailor your mobility strategy to meet the current needs of your organization, and you can update your strategy over time as the organization’s needs, capabilities, or resources change.
This paper provides guidance and examples of how these strategies can accelerate adoption of mobile technology in your organization.

Run: Work from Anywhere, Anytime to Run the Business

The Run strategy outlines how organizations can adopt mobile technology in ways that make employees more productive and business processes more efficient, while at the same time controlling costs and maintaining a secure environment. The objective of this strategy is to reduce total cost of ownership to make the IT organization more efficient; this objective does not affect overall revenue directly, but it can make an organization more efficient while providing new mobility capabilities.

Your organization can adopt mobile technology in the following ways:

  • Employees can use devices that are appropriate for the work they do, and have all of their data and applications available on each device with a consistent user experience. This capability improves employee efficiency and productivity.
  • Contractors and vendors can bring their own devices, and access appropriate applications and data in a secure manner. This capability reduces the amount of time and resources needed to familiarize bring contractors or vendors with projects and requirements.

Adopting the run strategy will primarily affect mostly the IT organization. However, by carefully planning and implementing your mobility strategy, you can make improvements without compromising security or placing a significant new burden on your IT department. During this process, your organization may need to examine (and change, if needed) the way it does the following:

  • Develops and manages IT-customer relationships
  • Develops and implements security, privacy, and data protection controls
  • Manages enterprise information
  • Develops and maintains information technology solutions
  • Deploys information technology solutions

In addition, your IT organization may need to make changes in the way it supports the following capabilities:

  • Datacenter management and virtualization
  • Device deployment and management
  • Identity and security services
  • IT process and compliance
  • Collaboration
  • Content creation and management

Examples of Using Mobile Devices and Services in an Organization

There are a number of ways you can use mobile technology in your organization. This section describes the following popular uses:

  • Work anywhere. Provide employees with the flexibility to do the same work from a variety of new locations.
  • BYOD for contractors and business partners. Save on resources needed for contractors and others who don’t need permanent or complete access to your organization.

Work Anywhere

The following figure provides an overview of how employees can use devices to work more flexibly and efficiently.

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Figure 2. To bring mobility into current business processes, IT supports new ways of working

When your employees can work anywhere, your organization can realize the following benefits:

  • Reduce the total cost of ownership and control the cost of supporting BYOD
  • Support employees’ diverse work styles with appropriate mobile applications
  • Support “instant on” devices and services, and ensure that employees’ devices and applications are always up to date

Implementing the ability to work anywhere is more complex than simply handing devices to your employees. You should adapt your business processes to use the new capabilities most efficiently. Your employees need to carefully consider the following:

  • What is the best form factor for my role?
  • How can I keep corporate data safe?
  • What are the appropriate working locations for my role?

In addition, your employees can consider new approaches to their work, such as:

  • Working in distributed virtual teams
  • Accessing current technology quickly
  • Frequently training, in any location
  • Responding to business demands more quickly

BYOD for Contractors and Business Partners

The following figure provides an overview of how you can integrate externally owned devices into your operations.

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Figure 3. Contractors bring their own devices into the corporate environment. After they register their devices on the corporate network, they can access corporate resources.

When contractors and other partners can use their own devices to work with you, your organization can bring them up to speed quickly and at the same time reduce device handling costs.

To use their own devices with your network, contractors and other partners need to understand the following:

  • Corporate policies for corporate data access
  • Acceptable usage policies

Overall, your organization can mobile technology to work more effectively with contractors and business partners.

Grow: Use Devices and Services to Grow the Organization’s Business

This strategy describes how a business can adopt mobile workstyles in ways that enhance existing business processes and develop new business processes. Organizations can increase revenue and profit by providing employees with new and more efficient ways to work while at the same time improving customer service and customer experiences.

In this strategy, your organization can use mobile technology to accomplish the following:

  • Mobilizing your sales force to close more deals
  • Improving the efficiency and productivity of field service personnel
  • Enrich customer experience to improve customer loyalty

The changes required for this strategy impact both the IT organization and the lines of business. Planning and implementing such a strategy may require your business to examine (and change, if needed) the way it does the following:

  • Develops and manages sales plans
  • Plans and manages customer service operations
  • Develops and manages marketing plans
  • Manages logistics and warehousing
  • Develops and counsels employees
  • Manages the public relations program
  • Manages change

In addition, your IT organization may need to make changes in the way it supports the following capabilities:

  • Business process workflows
  • Transaction processing
  • Mobile application infrastructure
  • Development platform
  • Content creation and management
  • Messaging
  • Unified communications
  • Collaboration

Examples of Mobilizing Your Business

There are a number of ways you can grow your organization’s current business by using mobile technology. This section describes the following popular approaches:

  • Mobilizing your sales force
  • Improving field service

Mobilizing Your Sales Force

In highly competitive markets, mobile technology can increase the effectiveness of your sales force. Using mobile technology, your sellers can access customer data, product data, and sales data when they want, from wherever they want--even from a meeting with the customer. They can close transactions while still on site with the customer, and share data with sales colleagues. Figure 4 illustrates how this process can work.

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Figure 4. A mobile sales rep can record transaction details, provide information to the customer (collaborating with peers as needed), and close the transaction

When your sales people can record, access, and collaborate on information anywhere, your organization can realize the following benefits:

  • Access sales activity data in real time.
  • Improve the efficiency of sales motions.
  • Increase the yield of sales pipelines.
  • Close transactions more quickly.
  • Reduce the cost of sales.
  • Increase revenue.

Implementing this approach is more complex than simply handing devices to your sales people. You should adapt your business processes to use the new capabilities most efficiently. Your sales people can consider new approaches to their work, such as:

  • Working with colleagues in real time using consistent productivity tools across devices
  • Maximizing ease of use and efficiency using familiar, trusted productivity, business, and social applications that span desktop and mobile device
  • Capturing notes from customer or prospect meetings and preparing proposals right away using a mobile devices
  • Creating, managing, or taking orders against accounts from client locations

Improving Field Service

Using mobile devices, field service workers have access to the information they need when they need it:

  • Schedules and work order requirements
  • Material data sheets
  • Location-based reference documents for environment-specific maintenance
  • Expert support (through remote collaboration)

Such access makes field service workers more efficient and, more importantly, increases the uptime of capital-intensive equipment. Figure 5 illustrates how field service workers can use mobile devices on the job.

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Figure 5. By using a mobile device to receive schedules, store documents, collaborate with colleagues, and file reports, a field worker avoids extra trips to the office

By deploying mobility technology to field service workers, your organization can realize the following benefits:

  • Increase worker productivity
  • Reduce travel cost
  • Resolve complex field problems quickly
  • Increase in customer satisfaction and improve customer experiences
  • Reduce error and improve the quality of work
  • Access sensitive data on-site in a secure manner

Implementing this strategy might require redesigning or optimizing business processes instead of simply handing devices to your field service people. You should adapt your business processes to use the new capabilities most efficiently. Your field service people can consider new approaches to their work, such as:

  • Reducing the number of hard-copy documents and service manuals they need to keep with them
  • Managing field worker schedules from a central team
  • Using remote network and resource access to eliminate the need to return to the office repeatedly while completing a service task

Example of Mobilizing Field Service at British Telecommunications [5]

BT (British Telecommunications plc) needed a mobile solution to support more than 6,000 OpenReach field engineers, who provide critical provisioning and repair services for BT (and its millions of customers). The laptops used to that point needed frequent repair and actually hindered customer service.

In December 2012, BT deployed 6,000 Panasonic Toughbook CF-C1s to the field engineers. Key features of the new systems included:

  • Windows 8 BitLocker encryption technology for securing customer data
  • Virtual smart cards, to provide the engineers with authenticated network access
  • Compatibility with Microsoft System Center 2012 Configuration Manager for management and security
  • Improved start-up time, performance, and battery life compared to older laptops

By adopting a mobile strategy based on Windows 8 devices, BT has realized benefits that include the following:

  • Boosted productivity. The engineers are completing more jobs per day and to a higher standard than ever before.
  • Reduced operational costs. The increase in productivity will help reduce costs as the company expands its offerings.
  • Improved customer relations. Engineers can use a mobile app to review work with the customer, and confirm that the service issue was resolved.

Transform: Create Competitive Differentiation to Transform the Organization’s Business

This strategy outlines how a business can adopt mobile technology with smart connected devices in ways that transform your business and give it a competitive edge. In this strategy, your business can take advantage of mobile technology in ways such as the following:

  • Generate new revenue streams or lines of business, such as predictive maintenance by instrumenting products.
  • Expand current revenue streams into new geographies to reach new customers by using cloud technology.

During this process, your organization may need to examine (and change, if needed) the way it does the following:

  • Develops products and services
  • Develops business strategy
  • Manages strategic initiatives
  • Manages the product and service portfolio

In addition, your IT organization may need to make changes in the way it supports the following capabilities:

  • Business intelligence and analytics
  • Data management
  • Collaboration
  • Datacenter management and virtualization
  • Information protection and control

Generate a New Revenue Stream with a Predictive Maintenance  Services

One approach to transforming an organization’s business is to provide an existing service in a new way that makes your service more economical for customers. For example, instead of providing maintenance service to on-site machinery on a set schedule, provide service on a custom schedule based on the usage of the machinery. As an example, consider Fabrikam, which manufactures and maintains elevators. To differentiate itself from its competition and generate revenue, Fabrikam uses mobile technology to customize maintenance schedules for its elevators. Figure 6 illustrates how this process can work.

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Figure 6. Mobile technology generates the data needed for Fabrikam’s new service

By developing a new service that uses data generated by mobile technology, Fabrikam realizes the following benefits:

  • Creates new revenue opportunities
  • Reaches new customers in new markets
  • Collaborates better across industries to create compelling market propositions

To plan and implement this strategy, Fabrikam needed to be able to do the following:

  • Identify new market opportunities, and start new incubations to gauge those opportunities
  • Foster innovation
  • Encourage employees to share ideas within the organization

Expand Current Revenue Streams into New Geographies

Another approach to transforming an organization’s business is to provide an existing service to new groups of customers—for example, customers in geographic areas that the organization has not dealt with before. A bank, for example, can tap new markets by delivering cloud-based services to mobile devices, as shown in Figure 7.

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Figure 7. A bank reaches new markets by providing cloud-based services to mobile devices

By delivering services to a new market of mobile devices, the bank realizes the following benefits:

  • Creates new revenue opportunities
  • Reaches new customers in new markets
  • Collaborates better across industries to create compelling market propositions

To plan and implement this strategy, the bank needed to be able to do the following:

  • Identify new market opportunities, and start new incubations to gauge those opportunities
  • Foster innovation
  • Encourage employees to share ideas within the organization

Conclusion

This article provides overviews of three strategies to integrating mobility technology into an organization to accelerate business value:

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  • Run: Work from anywhere, anytime to run the business
  • Grow: Use devices and services to grow the organization’s business
  • Transform: Create competitive differentiation to transform the organization’s business

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To determine which approach or combination of approaches would be most effective for your organization, you can do the following:

  • Evaluate your current business needs and business capabilities to establish key business scenarios for enterprise mobility
  • Diagnose IT capabilities and evaluate architecture options
  • Evaluate value and ROI to establish value and KPI to measure and demonstrate results from your investments
  • Assess your organization readiness to explore which specific technologies will meet your needs and how your organization can best adopt to realize business value.

 


[1] Kevin Turner, Financial Analyst Meeting, Microsoft, September 19, 2013

[2] World Internet Users Statistics Usage, June 2012

[3] Crook, Stacy K. et al, Worldwide Mobile Worker Population 2011-2015 Forecast. IDC Corporate USA, January 2012.

[4] Based on Hanford, Michael. The 'Lights-On' Portfolio, but How Many Lights?Gartner, Inc, 2010.

[5] Microsoft, Microsoft Case Studies, “BT: Telecom Boosts Field Staff Efficiency, Service with Latest Mobile Computing Platform.” 2013