The Downside of Mobile Applications

I had the fortunate opportunity to meet a classmate for coffee this week. I had not seen him for over a decade. He serves as a traffic cop and uses a TDS Recon mobile handheld computer in the course of his work writing tickets.

During our conversation we discussed the rugged laptop he had mounted in his unmarked police cruiser. He said it had many of their police forms and documents on it, but that the mobile software was not able to keep up with the required edits and changes needed on the forms. As a result, they had stopped using it for much of their documentation.

This discussion highlighted the need for a mobile workflow application that is a separate layer from the data layer. The field data collection requirements should be very simple to edit and not impact the field user. If the mobile application requires a complete update to edit data fields, then it risks early obsolescence or as in my earlier example it will simply not be used.


- Kevin Benedict,
Mobile Strategies Consultant, SAP EDI Expert and Technology Writer

Mobility Visions of Christmas Present

I visited the same bookstore twice this Christmas season, and both times I was confronted by mobility and the transformation that mobility is bringing to the world.

On the first visit a sales person greeted me at the front door and handed me an electronic book reader. The sales person said this mobile device, with free Internet connectivity through AT&T, would enable me to receive all of my books and many newspapers remotely, so there was no need to come into the store. Interesting sales presentation that does not bode well for the future job of the sales person that was standing before me. I wondered if the sales person had thought that far ahead?

On my second visit I was in the bookstore with my wife and daughter. As was our habit we selected some of the most interesting books from the shelf and ordered hot drinks. When our drinks were emptied and we had selected our favorite books, I directed us to the checkout line to purchase them. My wife looked up from her iPhone and said they were already ordered for half the price and free shipping. I sheepishly looked around and placed our books back on the shelves and exited the brick and mortar.

So the bookstore has been transformed into a comfortable coffee shop and showroom for books that we will buy elsewhere. I am not suggesting that it is good, just reality. It is part of the churn and transformation that mobility is bringing to all industries.

2010 will be the year of the connected, geospatially aware, super smartphone. There will be much change and some victims, but also many new and exciting opportunities.

Happy Holidays and Merry Christmas!

***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: @krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************

New Analyst Report by Mobile Market Development

Mobile Market Development and Wireless Profits has just published a report, that I authored, called Enterprise Mobile Data Solutions which is now available here.

The following is the synopsis.

Enterprise customers potentially offer MNOs (mobile network operators) high profitability, low churn rates and strong demand for mobile data services - but they bring challenging application requirements as well. Additionally, neither of the purchasing models of large enterprises or SMEs make it a given that MNOs will achieve the value-added primary relationship with regard to mobile data solutions that would assure future margins in this sector of the market.

• Large enterprises will be likely to partner with vendors and systems integrators with specialist skills and knowledge of the business area, potentially making MNO selection a tactical issue based on coverage and price and allowing for multiple, competing MNOs to be selected.
• Smaller enterprises (SMEs) are more likely to buy off-the-shelf solutions with some customisation performed by value-added-resellers.

As a consequence, a large and profitable market with strong growth may be difficult to address efficiently by MNOs unless they configure offerings and develop partnerships that will work well with the enterprise customers' own business and purchasing models. Mobile Market Development has researched and analysed this market to identify specific trends, strategies and models that can be used by MNOs to help them profitably address this market and its opportunities. The report concludes with a range of recommendations, some addressing the specifics of individual segments of the opportunity and others that deal with the overall approach that MNOs need to take to maximise their return from the very large spend that enterprises will make over the next few years in order to upgrade efficiency and effectiveness in their own mobile workforce.

Table of Contents
1
Overview
1
2
Introduction
2
2.1
Background to the Report
2
2.2
Report Content
3
2.3
Currency and Conversions
3
3
The Mobile Enterprise Market
5
3.1
Historical Perspective of Market Development
5
3.2
Current Market Status, Size and Growth
7
3.3
The Future - Convergence of Mobile Technologies
9
3.3.1
Introduction
9
3.3.2
GPS Integration
10
3.3.3
Location Based Services
10
3.3.4
Mobile Workflow Extensions from the Enterprise
10
3.3.5
Turn by Turn Navigation and Route Optimisation
11
3.3.6
Geotagging - Static and Dynamic
11
3.3.7
Mobile Business Analytics
12
3.3.8
Network-Centric Businesses
12
3.3.9
Enterprise 2.0 and Mobile Data Solutions
12
3.3.10
Mobile Training Videos and Live Video Streaming
12
3.3.11
Smartphones - Personal and Professional
13
3.3.12
Mobile Device Management
13
4
Sales & Distribution Models
14
4.1
Introduction
14
4.2
Orange's Partner Progamme and The Application Shop
14
4.3
AT&T MEAP
16
4.4
BlackBerry App World
18
4.5
Alltel Wireless Business Solutions
19
4.6
AT&T and Psion Teklogix
19
4.7
Sales and Distribution Channels Analysis
20
5
Mobile Enterprise Application Segments
22
5.1
Introduction
22
5.2
Size-Based Segments
22
5.2.1
Large Enterprise Markets
22
5.2.2
SME Markets
23
5.3
Mobile Field Service Automation
23
5.3.1
Industries Served
25
5.3.2
Value Propositions
25
5.3.3
Recommendations
27
5.4
Mobile Sales Force Automation
28
5.4.1
Industries Served
28
5.4.2
Value Propositions
29
5.4.3
Recommendations
29
5.5
Mobile Asset Management
30
5.5.1
Mobile Proof-of-Delivery
30
5.5.2
GPS Fleet Tracking and Fleet Management
30
5.5.3
Industries Served
31
5.5.4
Value Propositions
31
5.5.5
Recommendations
31
5.6
Facility and Asset Management
31
5.6.1
Industries Served
32
5.6.2
Value Propositions
32
5.6.3
Recommendation
32
5.7
Mobile Resource Management (MRM)
32
5.7.1
Industries Served
33
5.7.2
Value Propositions
33
5.7.3
Recommendation
33
5.8
Mobile Data Collection
33
5.8.1
Common Use Areas for Mobile Data Collection
34
5.8.1.1
Mobile Inspection Services
34
5.8.1.2
Mobile Job Estimates
35
5.8.1.3
Mobile Insurance Applications
35
5.8.2
Recommendation
35
5.9
Machine to Machine (M2M)
36
5.9.1
NV Energy and Telemetric M2M Case Study
36
5.9.2
Recommendations
37
5.10
Mobile Public Safety Applications
37
5.10.1
Recommendations
37
5.11
Mobile Health Monitoring and Telemedicine
37
5.11.1
Mobile Health Monitoring and Hemophilia
38
5.11.2
Recommendation
39
6
Mobile Device Considerations
40
6.1
Introduction
40
6.2
How Enterprises Select Mobile Devices
40
6.2.1
Environmental Factors
40
6.2.2
Using the Device in the Real World
40
6.2.3
Device Technology & Functionality Issues
41
6.2.4
Budget Issues
42
6.2.5
Deals Available
42
6.2.6
Reliability and Support
42
6.3
How Enterprises Support Mobile Devices
43
6.3.1
Supporting and Managing the Mobile User
43
6.3.2
Technical Fixes
45
6.3.3
Security, Control & Central Support
45
6.3.4
Operational, Commercial & Management Issues
46
6.4
Recommendation
47
7
Recommendations
48
7.1
Introduction
48
7.2
Market Opportunity
48
7.3
Segment Recommendations
48
7.4
Overall Recommendations
50

***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: @krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************

Postage Stamps, Units of Time and the Mobile Internet

Yesterday my wife sent me to the post office to purchase stamps. I grumbled that the line would be long due to people shipping gifts. Haven't they heard of Amazon.com's direct shipping? After completing my assignment my wife asked me how long I waited in line. My answer, "About 5 online articles." That is the power of Internet enabled smartphones. They can change the very units of measure we use for time!

According to investment firm Morgan Stanley, the mobile web is experiencing faster growth than its desktop predecessor ever did. They go on to forecasts that more consumers will access the Internet by mobile devices than PCs within five years.

For any person blessed or cursed with time on their hands, waiting in lines or on mass transportation, time will increasingly be measured by what they accomplished on the mobile web.

***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: @krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************

Google and Mobile Phones - Analysis

"It is understandable that Google wants to be a serious player in mobile communications," writes Martin Peers in an article on December 15th, 2009 in the Wall Street Journal. However, he follows by saying, "It is unclear why it (Google) needs to sell mobile phones to dominate mobile search."

Lets discuss: Google Goggle allows you to take a picture of a landmark or building and then automatically combine the photo with the integrated GPS coordinates to conduct an automatic query that displays information about it. This convergence of technology, GPS radio, digital camera and wireless radio to connect to the Internet are all hardware components in the phone.

The GPS and digital camera components are mobile data collectors. The information collected is used to perform automated searches. These searches can bring up the details of the objects in the photos as well as other choices for food, hotels, shopping etc, near that location. The LBS (location based services) where local companies pay money to have their presence and products marketed is the profit center.

Google would also recognize value in knowing who owns the phone. As the manufacturer and vendor, they would have a good reason to know who owns the phone. They could then connect this information with what they know about you from your existing Google Accounts. They could combine what they already know about your browsing habits and interests in the virtual world with your travels, habits and interests in the physical.

I can fully understand Google wanting to control and own the mobile data collection hardware. It will drive mobile marketing that they want going through their search engine and LBS business now and in the future.

Is it a bit creepy? Yes.

***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: @krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************