While direct sales will remain important when it comes to mobile software for the enterprise, we believe that the big opportunity for mobile software providers in 2012 will be in the channel, which is well-positioned to put together a full suite of best-of-breed applications for their users. During this QuickCast, Eric Klein discusses this theme and other key issues effecting the mobile ecosystem in 2012.

1. Mobile & Wireless Practice
David Krebs – Vice President
Eric Klein – Senior Analyst
Balca Korkut – Analyst
WEBCAST
2012 Mobile Software's Year
November 2011 in the Enterprise
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

2. Recording Available
A full audio recording is available for download at:
http://vdcresearch.com/market_research/mobile_wireless/freeresearch.aspx
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

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© 2011 VDC Research Webcast
Mobile & Wireless
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AutoID & Transaction Automation Embedded Hardware & Systems Mobile & Wireless
Industrial Automation & Control Embedded Software & Tools Emerging Technologies
© 2011 VDC Research Webcast
Mobile & Wireless
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© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

6. Today’s Speaker
Eric Klein
Senior Analyst
Eric is a market research and consulting professional specializing in the design, analysis,
and delivery of project-based research. Over the past 15 years, Eric has worked with a
wide array of firms across a number of industries, leading quantitative and qualitative
research in areas such as innovation in enterprise software, supply chain risk
management, manufacturing operations / automation, and IT spending research. Eric
has worked in a variety of market research and management roles, providing market
data and competitive intelligence to Fortune 500 firms. His previous employers include:
AMR Research, The Yankee Group, and Affiliated Computer Services (ACS). Eric holds
a Bachelor of Science in Finance from Boston University.
For complimentary insights and marketing data:
http://blog.vdcresearch.com/mobile_and_wireless/
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

7. Today’s Topics
2012 Outlook…
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com vdcresearch.com

8. Mobile Software Market Overview
Robust performance in 2011 to give way to more challenging 2012
BYOD & Mobile Policies Make MDM Foundational
 The MDM has matured, and application portfolios have expanded
 Competing business models have emerged to secure mobile platforms
 ISVs making their move …
MAM
 A very early and well funded market
 Mobile operators are keen on MAM
MEAP Tools are Empowering IT Organizations
 Point solutions account for the majority of mobile deployments – today
 MEAP vendors must be able to message their product portfolios for a wide variety of customers
 MEAP product portfolios must expand
HTML5
 Ratification isn’t until 2014 (allegedly) and yet were all talking about it (and using it)
 HTML5 has quickly impacted business models and the mobile ecosystem
 Under the radar acquisitions
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

9. Mobile Software – About to Ride the Wave
Tech watchers have been waiting – 2012 looks to be the year for mobile software’s coming out party
A confluence of high-impact
technologies have emerged ...
The Web
Mini CPUs PCs Enterprise Apps
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

10. Mobile Software Outlook – Approaching $10B by 2015
The channel is playing an increasingly important role in bringing mobile solutions into the enterprise …
Robust Growth Beginning 2012 Global Mobile SW Shipments
($USD Millions)
 Field mobility still has significant $3,000
headroom
 Health care a strong vertical in the US $2,500
Key Priorities for Mobile Aspiring ISVs $2,000
 Determine monetization strategy
$1,500
 Leverage the channel
$1,000
 Don’t try to pick winners (platforms)
$500
Key Priorities for Tenured Mobility Vendors
 Look out below! $0
2011 2012 2015
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

11. Bringing it All Together
Moving forward, the channel will play a critical role for enterprise mobility solutions
THE MEAP OPPORTUNITY
Managed Services via
Mobile Operators & Systems Integrators
Security Expense Device
Solutions Management Management
Physical loss of mobile devices will BYOD=Multiple carriers & complex BYOD and mobile policies make
always be a significant threat billing issues – critical for MNCs MDM foundational
I N T E G RAT I O N
Browser Mobile Application
Solutions Solutions Development
Web Apps (HTML5) Pre-packaged Mobile Applications Cross Platform Capabilities
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

12. 2012 Research Agenda
Enterprise Mobility Software Solutions Market
Track 1: Enterprise Mobility Software
o Volume 1: Mobile Device Management (July)
o Volume 2: Mobile Enterprise Application Platforms (MEAP) (July)
o Volume 3: Mobile Operating Systems & Mobile Developer Analysis (July)
o Volume 4: Mobilizing Enterprise Applications Software (September)
o Volume 5: Enterprise Application Stores (May)
Track 2: Fast Forward: Insights for Leaders
o Volume 1: A Classic "Attack from Below" – Gauging the Impact of Best-of-Breed Mobile Upstarts (March)
o Volume 2: If You Build It, Will They Come? The Mobile Cross Platform Field of Dreams (June)
o Volume 3: Mobile Distribution Channels: Driving Efficiencies for the Next Decade (September)
o Volume 4: Redefining Rugged: Establishing New Rugged Benchmarks for Today’s Economy (December)
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com

13. Thank You for Attending this VDC Webcast
For more information please contact:
David Krebs – Vice President
davidk@vdcresearch.com | 508.653.9000 x136
Eric Klein – Senior Analyst
eklein@vdcresearch.com | 508.653.9000 x141
Balca Korkut – Analyst
bkorkut@vdcresearch.com | 508.653.9000 x134
Gerrell Smith – Account Director
gsmith@vdcresearch.com | 508.653.9000 x130
For complimentary insights and marketing data:
http://blog.vdcresearch.com/mobile_and_wireless/
© 2011 VDC Research Webcast
Mobile & Wireless
vdcresearch.com