My track speech on the use of mobile devices for information sharing. Presented at the GSMI, Social Media Strategies Summit Las Vegas, NV on 2/9/12.

1. 1
Switching On: Models For
Entrusting Information To
Mobile Users
Social Media Strategies Summit
February 9, 2012
Chris Silva
Industry Analyst, Mobile

2. 2
Simple Productivity Choices…
© 2011 Altimeter Group

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

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

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…Have Become Complex Platform Choices
© 2011 Altimeter Group

7. 7
Smartphone Ownership Continues Meteoric Rise
Source: Nielsen
© 2011 Altimeter Group

8. 8
We’re At The Inflection Point
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.
© 2011 Altimeter Group

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The Question of “What’s A Smartphone?” Less
Simple
Source: Nielsen
© 2011 Altimeter Group

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So, Act on What? There’s A Very Long Tail
Source: Good Technology, data does not reflect RIM BlackBerry or Windows Phone 7
© 2011 Altimeter Group

11. This Is Where Your Workers Need Information,
And Where They Expect To Find It.
© 2011 Altimeter Group

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© 2011 Altimeter Group

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Mobile Strategy Takes One Of Three Paths
• Target: Buyers
• Goal: Drive revenue and transactions
Enrich • KPIs: Registered Users, Average
Purchase
• Target: Shoppers, New Contacts
Engage • Goal: Drive brand affinity, consideration
• KPIs: Engagement, amplification, goodwill
• Target: Internal constituents and trusted
partners
Entrust • Goal: Secure use of information on mobile
• KPIs: Productivity gains relative to function
© 2011 Altimeter Group

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Enrich: Driving revenue through mobile
transactions
© 2011 Altimeter Group

15. Partner Choice Should Be
Dictated By Users’ Needs
© 2011 Altimeter Group

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Build vs. Buy
 Enterprises trending away from ground-up
development as platforms and form factors multiply.
 Middle-path of vendors providing a platform that will
present content across devices, aimed at write once,
deploy everywhere
• Strobe, Isobar examples of partners here
 HTML5 vs. Native
• Native still holds and advantage in using sensor technology,
native capabilities
• Successful firms maintain large dev organizations, see
WalMart, Walgreens
© 2011 Altimeter Group

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Entrust Solution Continuum
Basic Field Full
Information Productivity Computing/
Access
Access
Goal: Device access Goal: Field information Goal: Full control and
to common information gathering, collection consumption
© 2011 Altimeter Group

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Entrust Solution Continuum
Basic Field Full
Information Productivity Computing/
Access
Access
Need: Content Need: Collaboration Need: Consumption
Need: Control
© 2011 Altimeter Group

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The Technology Partner Ecosystem
Presentation layer, basic
Depth of Integration
Content viewing of info
Editing, sharing of
Collaboration information, no local data
Full data access, creation
Consumption and storage
Information protection,
Control isolation and remediation
© 2011 Altimeter Group

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The Technology Partner Ecosystem
Content
Mobile CMS: Modo Labs
Collaboration
HTML Content: Touch
Salesforce
Consumption
Control
© 2011 Altimeter Group

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Content: Focus On Presentation
Iongrid Content Share
via Nexus App
Modo Labs Mobile CMS
© 2011 Altimeter Group

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Content: Focus On Presentation
To Be Launched
Touch.Salesforce.com
© 2011 Altimeter Group

23. 23
The Technology Partner Ecosystem
Content
Collaboration Content sharing:
Box.net, Dropbox
Consumption
Secure Content
Repositories: iongrid
Control Nexus
© 2011 Altimeter Group

24. 24
Collaboration: Focus On Sharing, Access
Box.net pivots
to focus on enterprise
Iongrid Content Share
via Nexus App
© 2011 Altimeter Group

25. 25
The Technology Partner Ecosystem
Content
Collaboration
Desktop and app
virtualization: Citrix,
Consumption VMWare
Virtual Workspaces:
Control Framehawk
© 2011 Altimeter Group

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Consumption: Full Computing Access, Securely
Citrix Goes Beyond
Windows Apps On iPad
© 2011 Altimeter Group

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Control Provides The Foundation
Content
Traditional MDM vendors
Collaboration expand role: Boxtone, Good
Sandboxing and
Consumption Containerization: Nukona
“Elemental” Vendors:
Control Mokana
© 2011 Altimeter Group

28. 28
Focusing On Controls That Matter
 Inheriting ownership and access rights is key, re-
writing policy for mobile is a misstep
 Focus on non-PIM data for policy, allow
ActiveSync or other PIM management conduit to
handle “coarse” device controls
 App data and PIM data are two, different classes
of information, with different risk profiles
© 2011 Altimeter Group

29. Choose The Right Partner Based
on Stated Endgame
© 2011 Altimeter Group

30. 30
Entrust Solution Continuum
Basic Field Full
Information Productivity Computing/
Access
Access
Solution: CMS, Solution: Data Solution: App of
HTML-content sharing, secure desktop virtualization,
content repositories virtual workspaces
© 2011 Altimeter Group

31. 31
Upcoming research
Make An App For That: Mobile
Strategies For Retail
Published February 7, 2012
Available at:
makemobilework.com
Entrust: Finding Partners For
B2B Mobile Success
Publishing March, 2012
© 2011 Altimeter Group

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THANK YOU
Chris Silva
Industry Analyst, Mobile
csilva@altimetergroup.com
makemobilework.com
Twitter: @802dotchris
Get my research on my blog:

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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.

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iPhone Leads In Enterprise ActiveSync
Activations
Source: Intermedia
© 2011 Altimeter Group

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iPad Is Storming The Enterprise
Source: Intermedia
© 2011 Altimeter Group