Kevin Benedict is a TCS futurist, humorist and lecturer focused on the signals and foresight that emerge as society, geopolitics, economies, science, technology, environment, and philosophy converge.
The Downside of Mobile Applications
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
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.
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
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
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/
***********************************************
Geospatially Aware Mobile Inspection Applications for Military and Commercial Use

Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
www.twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
Analysis - SAP's Emerging Mobility Strategy - Fasten Your Seat Belts!

- Verizon Takes the Complexity Out of Managing Mobility in the Enterprise
- AT&T Extends Mobile Enterprise Application Platform to Consumer Goods and Hospitality Markets
- The ClickSoftware Mobility Suite is Launched
- Mobilizing Business Applications: Carrier Landscape, Part 1
- SAP Outlines Five-Year Enterprise Software Plan
- SAP to Launch Salesforce.com Rival in Mid-2010
- Google Maps Navigation
- Mobile Epiphany Launches Touch Inspect (see image above)
A quick glance at the above articles shows you that the biggest technology companies in the world are now taking mobility seriously and the M&A activities are heating up. Mobile Epiphany is not a large company, but its parent is well funded and sets a higher standard for other start-ups than was faced in the past.
SAP is planning to compete against Salesforce.com in 2010. Salesforce.com has a popular mobile application and SAP will be required to launch one as well to successfully compete. This is an example of what entrepreneurs should be looking for now. Opportunities to help the ERP vendors meet their 5 year plans with add-on mobile solutions that extend their business processes to the mobile workforce.
My analysis - mobile start-ups cannot simply have a good idea now days. They must do a thorough investigation into the plans of the wireless carriers, mobile device manufacturers, mobile operating system developers and ERP vendors to understand the solution gaps and market place ambitions before launching another mobile application. The enterprise mobile applications market has just been promoted to the big league.
The growth strategies for mobile start-ups these days in the enterprise mobile applications space should involve working closely with the wireless carriers, mobile device manufacturers, ERP vendors and mobile operating system developers. Mobile start-ups are going to need to get in the game quickly or be left behind.
SAP users want to be able to use social networking sites such as Facebook to collaborate, said SAP executive board member Jim Hagemann Snabe. "Companies want to take advantage of these technologies without disrupting business," he said. Much of SAP's innovation focus will revolve around flexible extensions to core applications and processes, which can be developed and deployed quickly, via an on-demand or on-premise model, said Hegemann Snabe.
Mobile start-ups - Did you catch the model proposed by SAP? They want innovations (think mobile) that are flexible extensions to their core applications and processes that are available to customers in an on-demand model (SaaS).
Social networking is responsible for much of the huge growth in mobile data usage these days. Adding social networking to the enterprise market promises many opportunities for mobile applications companies as SAP has described. If the enterprise adopts mobile solutions with a social networking emphasis, you will quickly see the wireless carriers plunge into this market as well. Keep your eyes open!
I look forward to your thoughts and comments.
***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
www.twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
Mobile Applications for Fighting Crime, Reporting Potholes and Birdwatching

This project was clever, efficient but also a little creepy. If the police are chasing a bad guy through the city, then asking for all city workers within a certain area to keep their eyes and ears open is efficient, since it is in all of our best interests to stop bad guys, but in the wrong hands creepy. From a resource utilization, a great idea. This project was an early example of location based services (LBS). If your phone is in this particular zone, keep your eyes open for this bad guy.
This summer Microsoft acquired EveryBlock, a company that feeds local crime and health inspection information to news organizations. With GPS enabled phones, crimes can be reported that are instantly shown on maps and available for the public to see. Instead of just using city employees you are turning the entire populace, at least those with smartphones, into your eyes and ears.
Mobile technologies with integrated GPS are helping the public to be even more involved in the management and priorities of local government as this NPR article describes. The Citizens Connect iPhone app is part of the Boston Mayor's strategy for working closer with citizen's to help manage the city. The program is called Citizens Connect. The Citizens Connect iPhone app is targeted at enlisting Boston residents and visitors to gather information about the physical state of the city (See photo above about pothole reporting).
I am very impressed with these applications and their utility. I consulted on another project where a non-profit organization was taking inventory, using smartphones, of trash and abandoned vehicles in particular neighborhoods. This information was then synchronized into a database and clean-up efforts were organized based upon this information.
Another interesting application that I read about yesterday is called Birdseye. This is an iPhone application for birdwatchers, but it is not just a static reference application. It uses the integrated GPS features of the iPhone to identify the location of bird sightings. This information gets uploaded to Cornell University's Lab of Ornithology and its massive eBird database of bird sightings. This information is then distributed to all subscribed members of the eBird email distribution list. Beware of reporting a rare bird in your backyard. In minutes you may have hundreds of strange people in safari attire and binoculars elbowing their way onto your property.
From a mobile technology standpoint, many of these iPhone applications are similar. They involve mobile data collection with integrated GPS coordinates that are uploaded to a publicly available Internet based application that distributes this information to subscribed members and the collected data is shown on a map.
Have you seen other clever applications? Please share them by adding them to the comments below.
***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
Barcode Scanners on Every Smartphone
This is an interesting develop for smartphones. Sophisticated barcode scanning software built into the digital cameras so a quick photo of a barcode takes you immediately to a mobile website rich in content, coupons, rebates and other product information related to the scanned product. Read below:
Today NeoMedia Technologies, Inc. (OTC BB: NEOM), the global leader in mobile barcode scanning solutions, announced that Sony Ericsson has selected NeoMedia as its strategic 2D barcode partner. Sony Ericsson will begin shipping phones pre-loaded with NeoMedia's NeoReader barcode scanning application globally in the 1st half of 2010. The NeoReader will be pre-installed across all Sony Ericsson platforms.
"Sony Ericsson is very happy to work with NeoMedia as our global provider of barcode scanning solutions. We see great potential in the 2D barcode market and support NeoMedia's strategy to promote and drive the open 2D barcode standards. We are looking forward to working with NeoMedia to explore all the potential the technology enables," stated Robert Westin, Business Development Manager, with Sony Ericsson.
Iain McCready, CEO of NeoMedia Technologies commented, "The marketplace is ready for 2D barcodes - retailers and brands are already experimenting with them, and the technology has long been validated. The challenge is in creating a scalable pool of mobile users capable of scanning barcodes. This partnership with Sony Ericsson will make mobile barcode scanning a simple, out-of-the-box experience for consumers."
McCready continued, "NeoMedia's vision has been to create an open and interoperable 2D barcode ecosystem which would provide a consistent and reliable consumer experience worldwide. This agreement with Sony Ericsson is another important step towards making this vision a reality and is part of NeoMedia's ongoing strategy to accelerate adoption through relationships with manufacturers, operators and brands alike."
The NeoReader transforms camera phones into mobile barcode scanners [1] which provide easy access to mobile content via 2D barcodes. The simple "one click" action makes the mobile internet much more accessible for mobile users. By scanning 2D barcodes via the phone's camera, users avoid typing in long URLs and navigating cumbersome mobile menus.
The NeoReader is a universal barcode scanning application that reads all standard 1D and 2D barcode symbologies - QR, Data Matrix, Aztec, UPC and EAN - so users won't need multiple barcode readers.
About NeoMedia Technologies:
NeoMedia Technologies, Inc. (OTCBB: NEOM) is the global leader in mobile barcode scanning solutions. Our technology allows mobile devices with cameras [2] to read 1D and 2D barcodes and provide "one click" access to mobile content. Combining this technology with advanced analytics and reporting capabilities revolutionizes the way advertisers market to mobile consumers.
NeoMedia provides the infrastructure to make 2D camera barcode scanning and its associated commerce easy, universal, and reliable - worldwide.
The company's mobile phone technology, NeoReader, reads and transmits data from 1D and 2D barcodes to its intended destination. Our Code Management and Code Clearinghouse platforms create, connect, record, and transmit the transactions embedded in the 1D and 2D barcodes, like web-URLs, text messages (SMS), and telephone [3] calls, ubiquitously and reliably.
My analysis is that product packaging and newspaper ads will start including barcodes that are in addition to the product barcode. They will be designed to activate an automatic Internet query for additional product information. These automatic Internet queries will also show coupons, rebates, discounts, etc. A quick scan with your smartphone and you will instantly have additional information including the nearest location, based upon your smartphone's GPS coordinates, that sells that product all provided by SaaS vendors that use companies like Midphase hosting to host their services and provide the look-up and product information.
We can use your imagination from here, but this is an interesting development for smartphones and mobile marketing. It is an automated marketing and sales workflow that is activated by the scanning of a barcode on a smartphone.
Can you think of additional uses for this feature? I look forward to your comments.
***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
ClickSoftware Enters the MEAP (Mobile Enterprise Application Platform) Market
I have wondered for some time how companies like ClickSoftware deal with all the requests for customization from their clients. Inspections, asset management, custom database applications all require custom mobile applictions. This announcement last week from ClickSoftware seems to have answered that question.
ClickSoftware now has back-office and mobile field services software, an SAP partnership and a MEAP (mobile enterprise application platform). They are doing things right.
BURLINGTON, Massachusetts,ClickSoftware has combined years of mobile application experience with the latest functional and technical developments to create a step change in mobile enterprise applications. The Mobility Suite has been designed to enable system administrators to easily configure the system to comply with any business requirement without requiring expensive coding or programming skills. Visual configuration tools make it simple to turn business requirements into simple processes and mobile workflows. All can be deployed and maintained remotely, significantly reducing the total cost of ownership.
Paper can be eliminated, business processes shortened and Key Performance Indicators (KPIs) tracked with electronic capture of data through forms, barcodes, RFID, and cameras. Real time location monitoring also provides visibility of mobile operations, allowing organizations to see where resources are, what they are doing, and spot and resolve connection problems.
All this information, in combination with the latest mobile technology, gives rise to some exciting possibilities across all business functions. Accurate expected time of arrival notifications (triggered as a result of real-time activities and location) can be automatically sent via SMS to customers. This means that the end client can plan their day around more important commitments, rather than waiting for hours at home for the engineer to arrive.
ClickSoftware's Mobility Suite totally breaks down the walls that have traditionally existed between the back-office, the field and the customers. This communication revolution is enabled through:
***********************************************
Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
Microsoft's Ray Ozzie on Mobile Applications and the iPhone
Ozzie may be right in that the novelty of cute mobile applications may wear off as powerful mobile clients that work with SaaS (software as a service) back-office and ERP applications catch up. Rather than have all these thin client applications that are OS (operating system) specific, simple mobile applications may retreat to the mobile web browser so they can more easily port from one OS to another, and thick clients will run on powerful and full functional operating systems that are used on laptops and PCs today.
It will be interesting to watch.
***********************************************
Author Kevin Benedict
Independent Mobile Strategist, Sales, Marketing and Business Consultant
www.linkedin.com/in/kevinbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
Smartphone Market Trends and Analysis
Wall Street Journal reported in Monday's Edition (November 30, 2009) that Dell, Acer, Asustek Computer and HP have all launched handsets to diversify their product offerings.
What is my analysis? Lenovo sold their handset unit in 2008. Less than 2 years later they buy it back as they believe it represents a key growth area, and they buy it back just as the other large PC makers are launching their own new mobile handsets (smartphones) products to attack the growing mobile Internet market. This signals that PC manufacturers see smartphones as both a competitor to PCs and the future of mobile computing.
I believe that Internet enabled smartphones will be competing more and more with PC sales. As Google, Microsoft, Salesforce.com and other companies make more applications available on the Internet in hosted and SaaS (software as a service) models, there is less need to have a desktop PC loaded with large applications waiting for you back at the office. The notion that all things should be mobile has passed the tipping point.
This is also a wake up call for software companies. Smartphone access to back-office applications goes from being a novelty to a requirement. This means software vendors must quickly enable hosted and SaaS versions of their applications to be accessible via the Internet. It means there MUST be mobile application support for smartphones.
As I noted in an article yesterday, even mobile projectors can now be part of your smartphone. As these improve, they even may remove another reason to carry a laptop. Mobile broadband, high powered smartphones, social networking and SaaS models for software all work together to make the smartphone the preferred computing device of the present and the future.
What this trend should tell mobile software application developers is prepare yourself. There is going to be a huge and rapid transition from early adopters of mobile applications, to mainstream users. Everyone is going to want their ERPs and business applications available on smartphones and someone needs to be developing them.
MEAPs (mobile enterprise application platforms) that can mobilize many different back-office applications will benefit if they can develop a successful business model that is appealing to software developers and their customers.
I look forward to your comments. If you would like to discuss any of these trends and my analysis please email.
***********************************************
Author Kevin Benedict
Independent Mobile Strategist, Sales, Marketing and Business Consultant
www.linkedin.com/in/kevinbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
***********************************************
Interviews with Kevin Benedict
-
In this interview, we sit down with Gartner’s Deepak Seth to explore the transformative power of Artificial Intelligence (AI) and its far-re...
-
In this episode of FOBtv, Jasen Williams, the Global VP of Corporate Marketing at Verint, shares his insights on the evolving landscape of c...