1.
Digital Deployment as a
Competitive Advantage
Shaun Collins
CEO CCS insight

2.
Digital Deployment as a
Competitive Advantage
Shaun Collins
CEO
CCS Insight
@shauncollins

3.
3© CCS Insight
Boundaries between Devices Are Blurring
Consumer needs
Communication
Personal Media and content consumption Communal
Content creation
Productivity, computing power
Portability
Screen size
Smart-
phones
Larger
smart-
phones
Phablets
Small
tablets
Large
tablets
Convertibles,
small
notebooks
Notebooks All-in-one,
TVs, etc
<=4.0" 4.1"-5.4" 5.5"-6.9" 7.0"-8.9" 9.0"-10.9" 11.0"-13.9" 14.0"-18.9" 19"-23" 23"+

4.
4© CCS Insight
The Tablet Filled the Gap between Phones and Laptops

5.
5© CCS Insight
Phablets and Small Tablets Bridged the Gap between Phones and Tablets

6.
6© CCS Insight
Mobile Devices Are Now a Continuum with New Categories
+97%+43%
+252%+132%
Growth in
volume (units)
from 2012 to 2017
Growth in
value
from 2012 to 2017
Source: CCS Insight

7.
7© CCS Insight
Mobile Devices Are Now a Continuum of Homogeneous Screens
2.4-inch 3-inch 4.5-inch 5-inch
6-inch 7-inch 8-inch
10-inch

8.
8© CCS Insight
Enterprise Priorities in
2014

9.
9© CCS Insight
European IT Budgets on the Increase
Increase more than 10%
Increase 5% to 10%
Increase 0% to 5%
Unchanged
Decrease 0% to 5%
Decrease 5% to 10%
Decrease more than 10%
18%
19%
9%
37%
5%
8% 4%
IT budget change, 2014 versus 2013

10.
10© CCS Insight
Which Areas Will Be Prioritised?
0% 10% 20% 30% 40% 50% 60%
Hardware
Software
Cloud services
Outside services
Maintenance
Staff
None
49%
52%
31%
25%
33%
43%1%
European IT budget priorities, 2014

11.
11© CCS Insight
Which Areas Will Be Prioritised?
0% 10% 20% 30% 40% 50% 60%
Hardware
Software
Cloud services
Outside services
Maintenance
Staff
None
49%
52%
31%
25%
33%
43%1%
European IT budget priorities, 2014

12.
12© CCS Insight
IT Projects Priorities in Europe in 2014
0% 10% 20% 30% 40% 50% 60%
Server virtualization
Tablet PCs
DR/BC
Smartphones
Mobility
BI/BA/data warehousing
Backup for virtual servers
Custom app development
Net management and monitoring
Network-based security
Virtual networks and storage
Identity and access management
Mobile applications
European IT project priorities, 2014

13.
13© CCS Insight
IT Projects Priorities in Europe in 2014
0% 10% 20% 30% 40% 50% 60%
Server virtualization
Tablet PCs
DR/BC
Smartphones
Mobility
BI/BA/data warehousing
Backup for virtual servers
Custom app development
Net management and monitoring
Network-based security
Virtual networks and storage
Identity and access management
Mobile applications
41%
40%
37%
European IT project priorities, 2014

14.
14© CCS Insight
74 76 78 80 82 84 86 88 90 92 94
Mobility/Security
2014 2013 2012
Management Investment Priorities Moving to Mobility Quickly

15.
15© CCS Insight
Every Minute, We Communicate in Multiple Ways
700,000
100
1,500
15,000
205
million
98,000
400,000
7,000
Facebook updates
New LinkedIn accounts
New blog posts
iPhone apps downloaded
E-mails sent
New tweets
Skype calls
New pictures uploaded to Flickr
Source: CCS Insight and company reports

16.
16© CCS Insight
Three in Four Phones in Use at the End of 2013 Will Be Smartphones
0%
20%
40%
60%
80%
100%
Smartphones
Non-smartphones
15
15.5
16
2012
2013
2014
2015
2016
2017
2018
15.7
15.7 15.7
15.7 15.7 15.8
15.9
Proportion of smartphones
and non-smartphones (%)
Smartphone
installed base (M)
Source: CCS Insight
Netherlands
installed base

17.
17© CCS Insight
LTE Transforms the Device Landscape by 2015
Source: CCS Insight
Phone
volume (M)
Netherlands
shipments
0
1
2
3
4
5
6
7
2012
2013
2014
2015
2016
2017
2018
1.1
0.8
0.4
0.3
0.2
0.2
0.2
4.8
2.9
2.0
1.2
0.7
0.4
0.1
0.2
2.5
3.7
4.6
5.2
5.6
5.9
GSM WCDMA LTE

18.
18© CCS Insight
The First 20 Quarters of 4G and 3G Adoption Compared (Netherlands)
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
3G
4G
4G forecast
Source: CCS Insight

19.
19© CCS Insight
The Mobility Market is Complex and Unstructured
Content, Services and
Platforms
Networks
Mobile
Manufacturers
Influencers
PC
Manufacturers

20.
20© CCS Insight
React and Rationalize: 2011/12
• Centralization, cost control and visibility
• Address consumerisation, device and app
complexity - BYOD
• Mobile strategy and lifecycle management
• Mobile security and risk management
• Policy, governance and compliance
• Efficiency of ICT infrastructure
• Functional profiling
Enable and Transform: 2013/14
• Innovate
• Increase business agility
• Customer engagement and service
• Collaboration between employees,
customers and suppliers
• Optimize processes
• Flexible and new ways of working
• Revenue and upsell or cross-sell
Summary: Many CIOs in "Reaction Mode" and Transitioning

21.
21© CCS Insight
Mobility First — Servers to PCs to Mobile to Tablets
TCO
ROI
TCS
"tactical" to "strategic"

22.
22© CCS Insight
 Multi-device usage fuels the need for cloud services
 Brings higher traffic per user and per device
The Cloud is Central to a Consistent Multi-Screen Connected Enterprise

23.
23© CCS Insight
 Tom Daly (Director for Global Connections) “Its about enabling desire”
 In 2014 the mobile team became larger than the desktop team
 Released a Digital Design Guidelines – optimise mobile implementation
 Coke Play – gamified loyalty programme aimed at Korean teens
 Mobile video at the centre of the deployment – more mobile views than desktop in 2014
 “There is nothing in our pipeline that does not have mobile in it”
 Also helping Coke with operations, bottling, merchandising
Coca-Cola: ‘Phone in One Hand, Coke in The Other’

24.
24© CCS Insight
Coping with Staggering Amounts of Data
Every day, 2.5 quintillion bytes
of data are created —
so much that 90 percent of the
data in the world today has been
created in the last two years alone.
IBM, 2013

25.
25© CCS Insight
Eventually, Everything Will Be Connected
Smart metering Connected cars Smart cities
eHealth Connected home Retail

26.
26© CCS Insight
 Google Now and big data as examples
 Constant challenges from regulators
 The security of personal and professional cloud will be important
 Cavalier attitudes to privacy will be a barrier to consumer adoption outside the US
Privacy and Security May Be Barriers to Some But Not All

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27© CCS Insight
So What?

28.
28© CCS Insight
 CIOs are under increasing pressure to respond to complexity/fragmentation
• Fixed and mobile presence becomes a competitive advantage for enterprises
• Explosion of devices and stakeholder requests demands flexibility and agility
• Budgets straining to keep pace with these changes and challenges
 Cloud and mobile are capturing the imagination of the enterprise
• CIOs are embracing cloud as they invest in more capable networks and devices
• Seeking out single providers for multiple services and bearers
• Integrating complex networks on premise and off-site
So What?

29.
29© CCS Insight
 Service providers are key to exploiting an enormous cloud / connection opportunity
• Enterprise security and customer confidence will be key
• Service Providers are central to the deployment of these solutions to large and small
enterprise
 A complex combination of solutions and distribution will be crucial
• Providing complex solutions from one source will be central to these changes
• Consistent decisions across fixed and mobile properties will be expected
• Complex sourcing and QoS deals will move solutions from transactions to service
So What?

30.
CCS Insight www.ccsinsight.com
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Slough Cupertino
SL1 4DX CA 95014
UK Twitter: @ccsinsight US
Tel: +44 8450 574223 info@ccsinsight.com Tel: +1 408 886 1745
Shaun Collins
shaun.collins@ccsinsight.com
+44 7836 699970
@shauncollins