Capturing Business Value From Mass-Market Mobile Technologies

Published: 01 August 2011 ID: G00217352

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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.

Table of 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
    • Core research
© 2011 Gartner, Inc. and/or its Affiliates. All Rights Reserved. Reproduction and distribution of this publication in any form without prior written permission is forbidden. The information contained herein has been obtained from sources believed to be reliable. Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartners research may discuss legal issues related to the information technology business, Gartner does not provide legal advice or services and its research should not be construed or used as such. Gartner shall have no liability for errors, omissions or inadequacies in the information contained herein or for interpretations thereof. The opinions expressed herein are subject to change without notice.

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