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 …
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.
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:
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.
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. Mobile consumers have faster access to better information than ever before.
By 2015, the world's mobile worker population will reach 1.3 billion, representing 37.2 percent of the total workforce. Working at away from an office desk has become the new normal.
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:
Figure 1. Three strategies for integrating mobility into an organization
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.
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:
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:
In addition, your IT organization may need to make changes in the way it supports the following capabilities:
There are a number of ways you can use mobile technology in your organization. This section describes the following popular uses:
The following figure provides an overview of how employees can use devices to work more flexibly and efficiently.
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:
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:
In addition, your employees can consider new approaches to their work, such as:
The following figure provides an overview of how you can integrate externally owned devices into your operations.
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:
Overall, your organization can mobile technology to work more effectively with contractors and business partners.
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:
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:
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:
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.
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:
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:
Using mobile devices, field service workers have access to the information they need when they need it:
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.
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:
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:
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:
By adopting a mobile strategy based on Windows 8 devices, BT has realized benefits that include the following:
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:
During this process, your organization may need to examine (and change, if needed) the way it does the following:
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.
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:
To plan and implement this strategy, Fabrikam needed to be able to do the following:
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.
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:
To plan and implement this strategy, the bank needed to be able to do the following:
This article provides overviews of three strategies to integrating mobility technology into an organization to accelerate business value:
To determine which approach or combination of approaches would be most effective for your organization, you can do the following:
 Kevin Turner, Financial Analyst Meeting, Microsoft, September 19, 2013
 World Internet Users Statistics Usage, June 2012
 Crook, Stacy K. et al, Worldwide Mobile Worker Population 2011-2015 Forecast. IDC Corporate USA, January 2012.
 Based on Hanford, Michael. The 'Lights-On' Portfolio, but How Many Lights?Gartner, Inc, 2010.
 Microsoft, Microsoft Case Studies, “BT: Telecom Boosts Field Staff Efficiency, Service with Latest Mobile Computing Platform.” 2013