10 Mobile Trends to Prep For

By Chris Marsh, Principal Analyst, Yankee Group — January 28, 2013

It's still early in the New Year, and all that happened in 2012 set the stage for the challenges and opportunities of 2013. So how will the enterprise mobility market evolve over the next 12 months?
 

Consumerization, Complexity, Consolidation
In 2012, consumerization became rampant, complexity for enterprises exploded and mobile service consolidation ramped up.  IT realized the need to jump aboard the consumerization bandwagon rather than try and stifle it.
 
Yankee Group’s IT Decision-Maker survey data in December 2012 showed that for the first time a majority of companies (60%) were, if not fully supporting, at least allowing their employees to use consumer devices and applications at work, up from 43% in December 2011.
 
Complexity exploded in 2012 with the proportion of companies finding it very difficult to do basic tasks like managing software upgrades and distributing applications to mobile devices rising acutely.
 
This was not helped by a slew of managed mobile services such as MDM, MAM, MCM and MRM, to name but a few, who brought both much needed innovation, but also confusion to enterprise IT decision-makers unsure of what, when, how and whether to adopt and scale these services.
 
Fast Forward
Change accelerates and multiplies this year for enterprises, when it comes to both managing and leveraging mobility for more strategic gain, and to vendors catering to this audience. In order to help prepare for these challenges and opportunities, here are the 10 things to watch for in 2013.
  1. 80% of companies will take the BYOx plunge as consumerization shows no signs of abating: More and more companies will realize the need to accept their employees’ usage of consumer devices and apps at work. In 2013, hybrid social identity and access management, personal storage and other consumer services will further drive IT to reconsider its architecture and infrastructure services.
  2. Despite hype about LOB influence, executive management and IT drive mobile strategizing, with a focus on achieving a “Return on Mobility”: Although innovation and budgets around mobility are fragmenting across lines of business, the transformational implications of mobile, cloud and social technologies only really escalated fully onto the executive agenda in 2012. This year, we will see executive management and IT focus attention on the infrastructure needed to enable transformative investments, while lines of business continue to experiment.
  3. Tablet penetration in the enterprise flattens out at 30% of employees using one by year end, 80% will be employee-owned: Tablet penetration amongst employees slowed down throughout 2012, and will flatten by the end of 2013. Beyond key use cases like sales and field-force automation, until more companies mobilize horizontal business processes, and until tablets increase in practical utility, they struggle to be more than an employee-owned device for quick browsing, email and personal tasks on-the-go.
  4. Small integrator boutiques proliferate offering mobile strategy consulting for $50K: Small boutique integrators and design-led IT agencies cash in on companies’ appetite for mobile strategy, sucking up mobile application design and integration business, undercutting larger rivals.
  5. At least one of  the main players will be acquired by a big IT shop as EMM consolidates: As point services commoditize managed services have consolidated — Citrix acquiring Zenprise, Good buying appcentral; Good and Amtel building out MAM and TEM, and numerous other partnerships. With IP defensibility moving from services to platforms, big IT shops like Cisco, HP and Oracle will drive M&A activity.
  6. Everyone simplifies their marketing; terms like “MDM,” “MAM” and “mobile management” die out, messaging shifts to strategy enablement: As mobile operators integrate their global mobility teams, managed service providers consolidate, and ISVs begin to mature their mobile platforms, everyone will simplify their messaging. Gone are the days of seven-stage lifecycle solutions, as the focus shifts to strategy and innovation enablement.
  7. “Design thinking” is hailed by leading ISVs and enterprises as the new product management methodology: Design thinking is neither a fad nor a “nice to have.” Design can now account for up to 50% of enterprise mobile application budgets as the focus shifts from PRDs  to end-user experiences crafted through multidisciplinary teams consisting of product managers, architects, implementers, data scientists and end-users. Apps and software become multichannel and multiplatform, but not necessarily platform agnostic.
  8. The FreeMove Alliance sets a blueprint for multi-national harmonization of managed mobility service procurement, growing the operator channel: The FreeMove Alliance will expand the breadth of available mobile managed value added service across the alliance footprint from the currently available MDM to include remote access, TEM and mobile application and security services, and subsequently will grow the operator channel for multi-national business.
  9. More than 50% of companies look to the cloud for mobile app deployments: Demand-side pressures and supply-side innovations are accelerating enterprise deployments of mobile applications in the cloud. Next year, the majority of enterprises will be deploying their applications using SaaS.
  10. MBaaS vendors shift their focus from consumer to enterprise application development offering a new model for the enterprise mobile cloud: Mobile Backend-as-a-Service (MBaaS) providers offer a new blueprint for the development, distribution, maintenance, security and analysis of mobile applications, a vision which will evolve to accelerate mobile cloud applications allowing companies to overcome traditional integration obstacles and drive innovation.

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