ID Number: G00217352



Capturing Business Value From Mass-Market Mobile Technologies
1 August 2011
 
Andy Rowsell-Jones   Nick Jones   Monica Basso  

As mass-market mobile devices and their apps flood the enterprise, CIOs must figure out how to exploit them in innovation and business value creation. This entails a delicate balance: controlling the devices and their data yet freeing employees to use them productively.





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Table of Contents

Contents
  • Foreword
  • Executive Summary
    • Mass-market mobility is changing the game
    • How is mass-market mobility creating enterprise value?
    • What is the best balance of freedom and control?
    • What package of policies and technologies delivers the mass-market mobility sweet spot?
  • Mass-Market Mobility Is Changing the Game
    • Mass-market mobility is expected to grow rapidly
    • Mobile device and platform diversity will increase
    • Master mass-market mobility by answering three questions
  • How Is Mass-Market Mobility Creating Enterprise Value?
    • Mass-market mobility delivers complementary “buyer” values
    • Mass-market mobility resonates with professional and personal values
    • Mass-market mobility drives business outcomes
    • Combine SWOT and STREET to evaluate enterprise-owned and employee-owned devices
    • Use the right metrics to chart progress
    • Mass-market mobility may not always save a CIO money
  • What Is the Best Balance of Freedom and Control?
    • Enterprise functionality and employee freedom are inversely related
    • Get stakeholders on board with constraints
    • Group employees into mobility segments
    • Evaluate mass-market mobility data management risks
  • What package of policies and technologies delivers the mass-market mobility sweet spot?
    • Deploy three control mechanisms: management policies, operational policies and technologies
    • Combine operational policies and technologies to find the mass-market mobility sweet spot
    • Define the level of support for each employee segment
    • Determine permissible access for each employee segment
    • Manage mass-market mobility technologies throughout their life cycle
    • Review mass-market mobility and make improvements to accommodate evolving technology and user needs
    • Conclusion
  • Appendix: Case Studies
    • Banco Sabadell—Customer-focused media tablet initiatives drive sales
    • Benetton—A BlackBerry shop introduces the iPad
    • Billabong—A controlled iPad rollout protects IP and drives innovation
    • KPMG Australia—Balancing security and usability in deploying mobile devices
    • N.A. BankCo—Shaping a new mobile strategy through experimentation and discovery
    • Powerlink—Embracing mobility and simplicity in the form of the iPad
    • Purolator—Using mobility to justify investment in the infrastructure
  • Further Reading
    • Related content
    • Core research
Figures
Figure 1.
CIOs face three critical questions
Figure 2.
Mass-market mobility is expected to grow rapidly
Figure 3.
Most enterprises use multiple devices
Figure 4.
A significant proportion of mobile devices will be employee-owned
Figure 5.
CIOs face three critical questions
Figure 6.
Mass-market mobility appeals to two enterprise "buyers"
Figure 7.
Mass-market mobility resonates with personal values of the employee
Figure 8.
Mass-market mobile technologies satisfy fundamental human needs and motivations
Figure 9.
To the enterprise, mass-market mobility delivers business value
Figure 10.
Examples of how mass-market mobile technologies satisfy persistent business needs
Figure 11.
Combine SWOT and STREET to evaluate mass-market mobility opportunities
Figure 12.
Define the right metrics
Figure 13.
Determining whether media tablets will help you save the enterprise money
Figure 14.
Increasing risks create an inverse relationship between enterprise functionality and employee freedom
Figure 15.
Segment employees into categories
Figure 16.
Self assessment: Mass-market mobility security
Figure 17.
Operational policies and technologies combine to deliver the mass-market mobility sweet spot
Figure 18.
Manage devices through a five-phase life cycle




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Resource Id: 1780015