Mobile Enterprise Application Platforms, SAP and Marketing

Yesterday I was reading Gartner's Magic Quadrant for Mobile Enterprise Application Platforms. It was interesting to me that one of the points Gartner considers before including a MEAP vendor in their report is marketing. They consider the following:
  1. Success at marketing (I am guessing it is measured by sales?)
  2. Market awareness (name recognition within a target market)
  3. Marketing strategy (if Gartner is convinced you have a good strategy)
  4. Your ability to recruit a good partner ecosystem and support it through marketing
Think about it. You invest millions of dollars and tens of thousands of man/woman hours into your products, middleware, synchronization technologies, SAP integration methodologies, databases, device management dashboards, rapid application development environments and multi-channel support for dozens of mobile devices, but that is not enough. Gartner is going to evaluate your marketing before including you in their report.

Gartner understands what many smart engineers have not yet learned. A better mouse trap does not sell itself or pay the expenses - sales do. Unless a comprehensive marketing plan is designed, developed and successfully implemented you will not gain sufficient mind share and market share quick enough to remain viable in this fast changing market.

It almost seems like SAP is holding a marketing Olympics for their mobility partners. They have chosen to partner with a handful of companies like Sky Technologies, Syclo, Sybase, RIM and ClickSoftware. Many of these companies have overlapping mobility solutions, but SAP seems to want to invite their partners to compete on the marketing field and see which one comes out on top.

I enjoy a good game of strategy. Although, I can feel the pain that passionate software engineers must feel. They have dedicated their life to developing a progammer's MEAP masterpiece, but the winner is determined by the folks in the marketing department with the expense accounts and travel budgets.


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Author Kevin Benedict
Mobility Consultant, Wireless Industry Analyst and Web 2.0 Marketing Expert

http://www.netcentric-strategies.com/
www.linkedin.com/in/kevinbenedict
twitter: http://twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/

***Full Disclosure: I am a mobility consultant and Web 2.0 marketing expert and as such I work with, and have worked with, some of the companies mentioned in my articles.
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AT&T FamilyMap App Treating Your Kids Like a Truck


AT&T has announced the release of their new application called AT&T FamilyMap App. It is a GPS vehicle tracking solution, except it is attached to your kids. Rather than mounting a GPS unit under the dashboard of your vehicle, it is inserted into your child's pocket or backpack.

Fleet managers (i.e. moms and dads) can logon to a website to see the locations of their kids, monitor their comings and goings and time spent at each location. In this article I describe why fleet managers use these applications, but I am not sure I want to attempt to describe why a parent would use it. I have my own kids that just might stumble across this article.

In this article I wrote several months ago, I provided a list of 39 reasons a business might want to invest in GPS fleet tracking. However, I need your help coming up with a list of similar reasons parents should invest in GPS kid tracking.

I look forward to your comments.

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Author Kevin Benedict
Mobility Consultant, Wireless Industry Analyst and Web 2.0 Marketing Consultant

http://www.netcentric-strategies.com/
www.linkedin.com/in/kevinbenedict
twitter: http://twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/

***Full Disclosure: I am a mobility and Web 2.0 marketing consultant and as such I work with, and have worked with, some of the companies mentioned in my articles.
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Mobile Strategy Seminar - Sky Technologies

I came across this announcement today and it is likely to be of interest to many of you. With more than 10 years of experience in Mobilizing SAP with customers in 60 countries.Sky Technologies have developed a mobile framework that manages all mobile applications within your existing SAP system

Join us on February 18th to learn how to design a mobile strategy that will support your business needs today and will evolve to support your business needs of tomorrow.

In this seminar, you will learn how to:

  • Define your own mobile strategy
  • Realize the benefits of adopting a mobile framework inside your SAP landscape
  • Understand the skills and resource required
  • Identify which applications to mobilze for optimum efficiency
  • Avoid solutions that provide partial mobile device support
  • Advantages of middleware-free solutions
Register Today to ensure you hear the latest information on SAP mobility solutions.

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Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Web 2.0 Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: http://twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/

***Full Disclosure: I am a mobility consultant and Web 2.0 marketing expert and as such I work with, and have worked with, many of the companies mentioned in my blogs.
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iPhones, Satellites, DVRs and Home Breakins


One month ago: We were half way across town driving to a friend's house to watch the Boise State football team take on TCU in the Fiesta Bowl when I remembered that I had not programmed our DVR to record the game for posterity. I reluctantly confessed this to my wife. She pondered which of our neighbors we could call to break into our house and schedule our DVR to record it. We ultimately decided to just buy the DVD of the game, since teaching our neighbors to breakin to our home did not seem prudent.

Today: I discovered that DirecTV has an iPhone application that enables you to access your DVR account and manage your recordings remotely! OK, I am not the first to discover this, it seems I am user 1,000,001.

It is very intriguing to me, that I can be sitting in Starbuck's while sending a programming request from my iPhone up into outer space where it hits a circling satellite and bounces back down to my satellite dish, travels on a cable from my roof to my living room and programs the DRV box. I started bouncing requests up and down like a basketball. My wife and daughter could not believe dad learned how to program the DVR.

Never again will we need to ask a neighbor to break into our home to program our DVR.

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Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Web 2.0 Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: http://twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/

***Full Disclosure: I am a mobility and Web 2.0 marketing consultant and as such I work with and have worked with many of the companies mentioned here.
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Advice for Mobile Start-Ups: Working with SAP, Part 3

Mobile micro-apps seem to be the hot topic now days at SAP. These are small mobile applications for iPhones, Android, Blackberry and Windows mobile. These applications can be limited and provide access to one part of one SAP application and business process, or expose an entire business process. For example, travel requests and expense report approvals can be part of a business process that is exposed in a mobile micro-apps.

In the case of an Expense Report approval, a manager can be alerted to an expense report that needs approved before it can be paid. The manager can access the report through the micro-app on his/her iPhone, review it and approve or reject it. There is not much to these applications, but they are novel today and will continue to evolve into more powerful mobile applications.

SAP has some big ambitions about adding mobile users to their systems. They are encouraging these kind of mobile micro-applications to extend functionality to more users. They would even like to see ways that consumers (i.e. the masses) could access appropriate and relevant business processes within SAP systems -think tracking shipments, ordering products, checking University schedules, interacting with financial services companies, etc, on mobile devices.

Here are a few of the challenges with mobile micro-applications that should be considered:
  • How do you manage mobile micro-apps in a large enterprise?
  • Since mobile micro-apps can be developed for just about any part of any SAP business process there could quickly be dozens or even hundreds of mobile micro-apps springing up.
  • Does the enterprise open the doors to supporting all popular mobile devices, or does the enterprise try to standardize so micro-apps can be easier for IT to manage?
  • Many mobile micro-app vendors are considering SaaS business models. This means mobile micro-app users could be expensing these costs, rather than running them through a formal budget process. Is that a problem? Who approves it?
  • What criteria is the IT department of a large enterprise going to use in order to select quality mobile micro-app vendors? By their nature mobile micro-apps can be developed by very small software development companies without a lot of experience or infrastructure.
  • Some vendors of mobile micro-apps provide application development environments that enable non-programmers to develop mobile micro-apps. This is very cool, but now you have the potential of business users importing and exporting data from SAP database systems. Some DBAs would have a problem with that.
  • I can see the scenario where an SAP user downloads and installs 5 different mobile micro-apps onto their device. If these micro-apps were from different vendors, there could be 5 different GUIs, different mobile middleware involved, different security systems, different integration methodologies, etc.

I love the idea of mobile micro-apps that provide the mobile workforce with access to appropriate SAP business processes for the purpose of working more efficiently. The point of this article is not to deter mobile micro-app vendors or enterprises from implementing them, but simply to suggest there are a few things that should be considered.

One strategy is to use a MEAP, mobile enterprise application platform. MEAPs provide a framework for managing many different mobile applications using a standardized methodology, using standardized development environments, standardized security, standardized synchronization methodologies, standardized integration processes and leveraging application code across multiple mobile devices. An example of a MEAP is Sky Technologies.

This article is part of a series entitled Advice for Mobile Start-Ups: Working with SAP. Part 1 and 2 of this series can be found at the links below:

Advice for Mobile Start-Ups: Working with SAP, Part 1

Advice for Mobile Start-Ups: Working with SAP, Part 2

Advice for Mobile Start-Ups: Working with SAP, Part 4
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Author Kevin Benedict
Independent Mobility Consultant, Wireless Industry Analyst and Marketing Consultant
www.linkedin.com/in/kevinbenedict
twitter: http://twitter.com/krbenedict
http://kevinbenedict.ulitzer.com/
http://mobileenterprisestrategies.blogspot.com/
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The Quiet Mobility Company - Sybase

Last March SAP and Sybase(the quiet company) announced a co-innovation partnership to deliver mobility to iPhones, Blackberrys and Windows Mobile devices. Read this excerpt from a March 9, 2009 press release:

"The two companies are co-innovating and collaborating to deliver the new SAP® Business Suite software for the first time to iPhone, Windows Mobile, BlackBerry and other devices by integrating it with Sybase industry-leading mobile enterprise application platform."

My question is where is Sybase? Why are they so quiet? I see them making record profits and issuing an occasional press release, but where are the mobility evangelists? Gartner ranks them number 1 on their Magic Quadrant, but I see more publicity from 10 person start-ups than from iAnywhere or Sybase. Are they engaged in a skunk works project that will explode onto the mobility market in a gigantic marketing extravaganza like Apple? It seems they like to make these potentially interesting announcements and then return to their quiet cave.

Here is the problem with Sybase's silence. It gives the mobility stage to others. This stage is where thought leaders participate in educating the market. It is where visionaries paint new images of what is possible. Sybase's history and customer base give them an opportunity to take the stage. I just don't see them doing it. IT decision makers will forget about them.

How many of you know the name of a visionary in Sybase's mobility group? I am sure they exist, I just never see them leave the cave. I don't see them taking the center stage and commanding our attention.

Perhaps I am just missing them and they are all around me. Do you see them everywhere and I don't? I read Ian Thain's blog often, but are there other voices from Sybase? I look forward to your comments so I can be pointed in the right direction.

I know Sybase and iAnywhere. I did not know John F Kennedy. They have some great mobile middleware technology, but the market is not going to wait for them to come out of their cave and tell us about it.

I see it in companies that are big and have a long history. Newcomers and young visionaries within the company do not feel empowered to write or speak. They don't feel worthy of taking the podium where the company founders once stood decades before and shared ideas and visions. Why? They always feel they will say something wrong and the founders will jump out of their graves. The result is a quiet company.

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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/
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In Remembrance of the PDA


How long has it been since you stopped using the term PDA? It occurred to me the other day that the PDA has played an important part in my career and I should not let it pass away without a ceremony of some sort.

The PDA has been replaced by iEverything and smartphones. However, it was an important gadget that paved the way for the mobile technology advances of today. It opened our minds to the possibilities of keeping on task, even with poor memories. It helped generations of soccer moms remember where each child was dropped off and when they needed to be recovered. It allowed us men to seem organized despite ourselves.

PDAs started the concepts of software applications, music and photos in our pockets. PDAs kicked-off companies like Palm and motivated people like me to begin blogging.
Let us be silent for 30 seconds in rememberance of the PDA. We can quietly bow our heads and reach down into our pockets and try to remember the last place we used our stylus before it disappeared.

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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/
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Advice for Mobile Start-Ups: Working with SAP, Part 2

There are several different categories of mobile applications that work with or integrate with SAP.

  1. Those that provide real-time mobile views of complete SAP applications
  2. Those that provide mobile queries and reports on SAP data
  3. Those that provide custom mobile forms for subsets of SAP business processes based upon roles and responsibilities
  4. Complete, disconnected mobile applications (like work orders) that synchronize with a field force automation solution (e.g. Sky Technologies, Sybase, Syclo, ClickSoftware, etc) on the backend where it is integrated with SAP
  5. Custom mobile applications for inspections, assessments, plant maintenance and other niche requirements that may be synchronized with custom databases that are integrated with SAP databases.
It is important to understand which category or categories your solutions fit, and how this impacts your ability to leverage the SAP sales and marketing organizations to help grow your business.

The different categories of mobile solutions and architectures listed above often have different users. A field service technician needs a connected/disconnected mobile application, while the administrator may simply need mobile access to the SAP ERP. You must recognize who your user is before you start marketing. What department's budget will pay for a white collar worker's mobile access? Who are the decision makers? What are their priorities? Is it saving money, making money or doing more with less?

Can you think of other mobile application categories that I missed?

Read Advice to Mobile Start-Ups: Working with SAP, Part 1 here, Part 3 here and Part 4.

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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/
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New and Unique Mobile Applications and Business Processes

It seems like everybody can now build a mobile client. I remember when that was a very big deal. Now it is quickly becoming a commodity feature. The value of mobile applications is quickly shifting from the mobile client to the business process that is being mobilized.

Last week I had the opportunity to talk with Chuck Sacco of Movitas. These guys focus on some very interesting and unique business processes in the hospitality markets. They want to help their hotel clients offer time sensitive "distressed inventory" to their guests via mobile devices.

Chuck educated me on the meaning of distressed inventory. Distressed inventory describes open time slots for services. For example, a spa may have open time slots on their schedule. These open time slots are not making any money for the property.

Motivas' solution is designed to be able to notify guests of available services, and even perhaps discounts on services on the property. The purpose is to improve the revenue generating potential of distressed inventory. An unused time slot generates zero money. If you can send out a SMS message to guests that there is a 50% discount on spa treatments between 4:15 PM and 4:45 PM, then you can generate money where there wasn't any. I guess this assumes that guests that were booked at 100% of fees don't reschedule to the 4:15 PM time.... That would be an important configuration feature wouldn't it? Notify only the guests not previously scheduled :-)

The key points are the following:
  1. Saving money or making money for the enterprise customer is the key
  2. Enabling a business process to work no matter the technology
  3. It is not the gadget that is important, but the business results
  4. Deep vertical industry expertise is critical to providing real value
  5. Make it easy on the user ~ push timely information out, don't depend on users to discover
  6. Identify areas of latency, inefficiencies and poor service and fix it in a scalable model

I invite your thoughts and comments.

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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/
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Advice to Mobile Start-ups: Working with SAP, Part 1

I was invited to spend time on SAP's rain soaked campus in Palo Alto, California last week and met with people from several different groups to discuss mobile computing, mobile strategies and how mobile start-ups can best partner with SAP. This article reviews some of those discussions.

One of the first points to understand is that SAP LOVES mobility. In December SAP announced that one of their key focuses for 2010 would be mobility. I wrote about SAP's announcement here in December. What this means is SAP is looking for partnerships with mobile software companies that will extend the reach of their core software to more users. Let's talk about what that means.

SAP is one of the largest software companies in the world and traditionally they have focused on selling to the largest global companies. They have been successful in this strategy, but even with their successes, they still have relatively few users in each of their customers' operations. Some estimates have it at about 445 users per customer on average. That may sound like a lot of users, but many of these companies may have tens of thousands of employees.

SAP's strategy now is to look for solutions and partnerships that will expand the value of their core systems to employees within their customers' operations that are not traditionally SAP users. This is a key point for mobile software companies to understand.

If you imagine the glassy surface of a pond and how it looks when a rock is thrown into it. The rock lands with a splash and a series of circles form. The inner circle is the smallest and represents SAP's current users within an enterprise. Each surrounding circle is bigger and covers a wider area and represents more possible users. These are the circles SAP wants to move into and where they want to add value. If you, as a mobile software company, can help them do that, then they are interested.

Let's explore how to expand the circles. What do we need to know?
  1. Who needs access to SAP system data, but is not sitting in a cubicle with SAP access today?
  2. Who collects SAP system data that is not currently a SAP user? They may be collecting data on paper forms today and re-keying the data into SAP at another time.
  3. Who are the mobile employees at a SAP customer? What are their roles and what data do they need to view and collect while on the road?
  4. What supervisors need access to SAP anywhere and at anytime?
  5. What managers need SAP management reports while on the road?
  6. Is there SAP system data that needs to be shared externally with extended multi-enterprise supply chains via mobile devices? You don't want your supply chain partners to view all of your system data, but are there alerts, updates, reports, etc., that should be shared via mobile devices?
  7. Should the logistics department have mobile "proof-of-delivery" applications in the hands of their truck drivers?
  8. Should plant maintenance managers have mobile inspection applications that feed SAP?
  9. Should service technicians be using mobile service tickets that feed SAP or an SAP partner's work order management system?
  10. One SAP customer has over 600 food processing inspectors worldwide. This inspection data needed to be collected and stored centrally. While this may not be a core SAP application, it shows that SAP customers often have a large number of mobile data collection requirements that can be turned into management reports and provided to traveling managers.

All of these applications are adding new users to the SAP family. If you can add new users to the SAP family, then you will have the ear of the entire SAP sales organization.

Part 2 of this series can be found here, Part 3 here and part 4.

If you would like to discuss this subject in more detail please email me here. If you would like to follow my discussions and be alerted to new Mobile Strategies for Businesses' articles, then you can add me to your RSS reader or twitter account @krbenedict.

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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/
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Advice for Mobile Start-Ups: Find Your Market Aggregation Points




Mobile start-ups often struggle with how to get their message, product and company brand in front of their target markets. They quickly realize that the expense of marketing their solutions directly to each end user is cost prohibitive. How then can they effectively market their solutions in a cost effective manner?

Mobile start-ups need to first identify their target market, and second identify the "market aggregation" points. In the image above, look at the red dots. Those are the market aggregation points. Those are the points where the mobile start-up needs to be marketing. Why? That is where their audience can be found. The eyes and ears of their target market are tuned to that location.

Mobile start-ups should focus all of their efforts and financial resources on the red dot - market aggregation points. Often it costs no more to invest resources in the red dots, than it does to target each end user - end point.

If you are targeting SAP Mobility, then you will want to look for locations that aggregate that market. Where can you find the eyes and ears of the SAP market? If you are focused on field service automation, where is that market aggregated? If your solutions are exclusively for SAP ERP for iPhones, then where is your market aggregated?

Where are the red dot market aggregation points for your market?

If you would like to discuss this topic in more detail please contact me.

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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/
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$21 Million Raised by Pressing the Keys on a Mobile Device

The Red Cross was "texted" $21 million dollars in donations for Haiti disaster relief efforts according to this article. This is an incredible development, and it happened on mobile devices.

The Haiti relief campaign has been promoted by both traditional media sources and online social media. However, it really took off in the first couple of days through its promotion on Facebook and Twitter. The report said these donations were texted, so these donations were submitted on mobile devices.

It works like this:
  1. You get notified of the campaign through a mobile Facebook or twitter application
  2. You send a text to a given number and a $10 dollar charge (donation) appears on your mobile phone bill.
  3. You pay your mobile phone bill and the money is transferred from your carrier to the Red Cross

I am amazed at this example of the power represented by mobile communications, social media and mobile devices. I am also intrigued by the e-commerce processes represented by using the mobile phone billing system to collect these donations.

By simply pushing a few buttons on a handheld mobile device you can (collectively) be saving lives on the other side of the planet.

Let's all take a moment to be amazed together, and celebrate the good in these times of pain.

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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/
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Advice to Mobile Start-Ups: You are a Publishing Company Like it or Not!


I am a consultant to mobile start-up companies and an expert in the area of Web 2.0 marketing. I have successfully built mobile software companies from the ground up. I have made just about every mistake one could make, and learned how to overcome and avoid them in the future. I now work with mobile start-ups to help them implement the right Web 2.0 marketing strategies to build their sales pipelines in their targeted markets.

I advise my clients that like it or not they must become an Internet publishing company. Why? Unless they have millions of dollars or euros to burn on expensive pay-per-click campaigns, conferences, call centers, flights, hotels and rental cars, they are going to need to leverage the Internet and all of the free Internet tools available to build their sales pipeline, reseller channels, brand and partner communities.

Using the Internet requires the consistent production and publication of rich and valuable content that is useful and desired by your target audience. It needs to be updated daily or weekly and it needs to be found by your audience. You must first find and attract an audience that values your content, and then motivate them to return over and over and to provide you with their contact information. You must first become a trusted and dependable information asset to them, and then they will become fans, prospects and finally customers.

How do you become a valuable asset to your target audience? You must provide them with information that will improve their business by fixing their problems, reducing costs and/or increasing their sales. Here is the challenge. Mobile start-ups are busy places. They often have engineering geniuses, but few have the time or interest to write expert content to share with the public. Writing is hard work and time consuming. As a result, few start-ups consistently publish and expand their footprint on the web by utilizing Web 2.0 marketing strategies.

Mobile start-ups, however, must recognize that publishing prized and valued content that is read by their target audience is not a luxury, but a requirement now days. Setting up the processes, resources and systems to write, publish, promote and syndicate rich content on a daily basis must be part of every mobile start-up's business and marketing plan.

If you would like to discuss this subject in more detail please contact me.

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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/
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iPhone Mobile Audio Guides Created on the Street

Last week I was sitting in a soft leather chair in the corner of the Eagle, Idaho Starbucks Coffee Shop. Not so unusual, but this time I was recording the event on my iPhone using a free application called Woices.com. This application is the result of an entrepreneurial project out of Barcelona, Spain.

This application enabled me to record an audio guides using the "Memo" function of the iPhone, associate a digital photo, capture the GPS coordinates and add a description and title. All of these individual functions exist already on the iPhone, but Woices brings them all together in one clever application and enables you to upload them to a centralized service so others can search and find your audio guide.

When I first opened Woices, it searched on my GPS coordinates for any pre-existing audio guides that were within a certain distance of my location. If they exist, it lists them. In my case, I was the first user in Eagle, Idaho. Woices can turn any storyteller, traveller or history buff into a mobile reporter. I love it!!

The next steps I would like to see are the following:

1) Democratize history - let every person with an experience in a specific location, record it using text, digital photography and audio formats with a GPS coordinate, date and time stamp. It can be first romances, first driving ticket, childhood home or something big like a forest fire you witnessed as a child.

2) Set up a function that will revolutionize newspaper reporting. Let every person be a reporter. They can review the recorded history, experience or event and report on it. These can be picked up by local newspapers and reported under the title of "citizen" reporters.

These features would be intended to merge personal experiences, personal history, social networking and geospatial data together to form a democratic form of history, perhaps a wiki-history and/or wiki-reporting.

Think about it for a moment. How many of us have known people that had volumes of history in their memory, but it was lost with their passing? I would love to walk through a historic neighborhood, and have stories, history and experiences popping up on my iPhone application list as I walked from block to block listening.

What are your thoughts? Where can you see these kinds of features and services being useful in business?

I can see the benefit in big construction projects where experts can share thoughts, recommendations, warnings and insight as they tour the project. These captured thoughts would be associated with audio files, text files, GPS coordinates and digital photos. These recordings could then be accessed by others on the project.

I look forward to your comments!

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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/
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SAP ERP on iPhones

I met with a team of mobile software developers this week that have developed a fascinating mobile technology that enables the user to access ALL of SAP's ERP and other SAP components on an iPhone. I am particularly intrigued because I have never seen a mobile application that can quickly enable an entire ERP with only a 25 MB download and a 15 minute set-up.

The use case would be any SAP user or expert that needs to access any page or component of SAP while out of the office. It is all there on the iPhone. I was very impressed. Most often only traveling sales or service people are prioritized for enterprise mobile applications, but this technology will enable anyone in the company that needs access to the SAP system to simply login with their iPhone and go to work.

This company will be releasing the iPhone version first, and then versions for Android, Blackberry and Windows Mobile over the next few months.

Let me know if you want more information and I will point you in the right direction.

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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/
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Advice to Mobile Start-ups: Focus on Mobile Content, Mobile Business Processes, Integration and Workflow

The mobile and wireless industries have changed dramatically in the past year and this has significantly changed the market for mobile application start-ups. Many of the missing application development tools and features that forced programmers to develop their own proprietary mobile middleware, have been filled by the mobile OS (operating system) developers over the past 12 months. This is both good and bad news for mobile start-ups.

The good news is that mobile application developers can focus more on providing business value, rather than coding clever mobile client and mobile middleware features. This is good for the entrepreneurs that have started with an existing back-office business application in mind and simply wants to support it with a mobile client.

The bad news is that many mobile application companies have already invested heavily into their own mobile client technology, mobile application development tools and mobile middleware platforms. Why is this bad? Because most enterprise buyers won't appreciate the investment.

Enterprise buyers own smartphones. They download mobile applications over the weekend for $1.99. Their expectations have changed. In the past, mobile applications were a novelty surrounded by mystery and complexity. Mystery and complexity made it easy to charge $500 or more per mobile user. Now mobile applications are only a finger stroke and a password a way on their favorite mobile app store.

The mobile application itself is not where the biggest value can be found. The biggest value is in the following:
  • Mobile client integration with enterprise business applications and data
  • Support for enterprise business processes
  • Support for ERP (enterprise resource planning) workflows
  • Support for ERP data requirements
  • Integration with high value data sources (web services)
  • Support for complex and niche business processes
  • Support for high value data collection hardware (survey equipment, RFID, Barcode, GPS etc.)

The value of mobile business applications, no matter what the original investment was, will be attributed to the above capabilities not the mobile client itself. ROIs need to be achieved by supporting core business functions in mobile environments. It is the efficient support for a business process, not the mobile client where the real value can be found.

As a mobile software vendor, having the best of breed enterprise mobile applications will not be good enough. Companies will continually seek to simplify their IT environments and reduce the number of applications they are required to support. They will look to find mobile solutions that are hosted in a SaaS (software as a service) business model in a cloud computing environment, and that are most closely aligned with their primary ERP or key business software solution either through ownership, endorsement or partnership.

Early adopters will experiment with best of breed and leading edge technologies, but the masses want simplicity and security.

Do you agree? I look forward to your thoughts and comments.

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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/
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Mobile Applications, Location Based Services and Lifestyle Preferences

I love hiking. I enjoy gardening. I love mobile gadgets. I crave Thai food. I love drinking coffee in a comfortable chair and reading the New York Times. I would appreciate and use a mobile application that would connect my lifestyle preferences to a map and suggest locations conducive to my lifestyle.

I would like to arrive in a new city and open my mobile application and have it suggest great walking tours and hiking trails that were close to highly rated coffee shops, Thai restaurants, bookstores and public gardens. I would want to see these locations on a map with a suggested route. I would love to be shown several options all based on my preferences.

The application could also show me user comments and ratings of these locations, and overlay crime statistics of these geographic areas so I can weigh the risk of going there. Is the Thai food worth getting mugged?

I can see it now - you should be able to set different safety ratings. You can configure the mobile application to show just the safest locations based upon accident, crime and health inspection data, or you can live on the wild side.

I am looking for suggestions and recommendations if this mobile application already exists. If not, all you entrepreneurs should start working.

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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/
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Location Based Services and Mobile Device Customization

Many SMEs (small to medium sized enterprises) that use smartphones such as iPhones would benefit from the ability to add business information, alerts, tags and advice to a specific location on a map. Large enterprises can achieve these features by investing in business analytics, GIS solutions, route optimization applications, mobile data collection solutions and integrate them all with CRMs, but these enterprise solutions are often cost prohibitive for SMEs. They need these features all on a simple mobile application that is either connected to a web service or independent on the device.

Let's consider a few scenarios:
  • A taxi driver has found a very good place to pick-up riders. He/she wants to mark this location on a map and include other relevant information such as day of week, time of day and the reason this is a good location.
  • A house painting contractor driving through a neighborhood notices that it has a large number of houses that may need painting in the near future. The contractor pulls over, marks a map on his iPhone and enters the details.
  • A landscape company owner notices a new housing development is going in. He pulls over and marks his map and enters the details.
  • A neighborhood watch member notices ongoing suspicious activities and marks the location on his/her iPhone map and relevant details.
  • Citizens report potholes in the road to the appropriate government agencies. They mark the location on their maps and then call in the details or enter the data in a government sponsored website.
  • A parent enters the location of their children's friends' homes, by marking them on a map so they can quickly find them and know where they are located.

Any information that is location based and would help a person plan their business or personal life better would be useful. It would be beneficial if these applications were easily customizable so that individual users could quickly and easily edit them for their specific needs.

Can you think of other features that would be useful?
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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/
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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!

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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/
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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
1Overview1
2Introduction2
2.1Background to the Report2
2.2Report Content3
2.3Currency and Conversions3
3The Mobile Enterprise Market5
3.1Historical Perspective of Market Development5
3.2Current Market Status, Size and Growth7
3.3The Future - Convergence of Mobile Technologies9
3.3.1Introduction9
3.3.2GPS Integration10
3.3.3Location Based Services10
3.3.4Mobile Workflow Extensions from the Enterprise10
3.3.5Turn by Turn Navigation and Route Optimisation11
3.3.6Geotagging - Static and Dynamic11
3.3.7Mobile Business Analytics12
3.3.8Network-Centric Businesses12
3.3.9Enterprise 2.0 and Mobile Data Solutions12
3.3.10Mobile Training Videos and Live Video Streaming12
3.3.11Smartphones - Personal and Professional13
3.3.12Mobile Device Management13
4Sales & Distribution Models14
4.1Introduction14
4.2Orange's Partner Progamme and The Application Shop14
4.3AT&T MEAP16
4.4BlackBerry App World18
4.5Alltel Wireless Business Solutions19
4.6AT&T and Psion Teklogix19
4.7Sales and Distribution Channels Analysis20
5Mobile Enterprise Application Segments22
5.1Introduction22
5.2Size-Based Segments22
5.2.1Large Enterprise Markets22
5.2.2SME Markets23
5.3Mobile Field Service Automation23
5.3.1Industries Served25
5.3.2Value Propositions25
5.3.3Recommendations27
5.4Mobile Sales Force Automation28
5.4.1Industries Served28
5.4.2Value Propositions29
5.4.3Recommendations29
5.5Mobile Asset Management30
5.5.1Mobile Proof-of-Delivery30
5.5.2GPS Fleet Tracking and Fleet Management30
5.5.3Industries Served31
5.5.4Value Propositions31
5.5.5Recommendations31
5.6Facility and Asset Management31
5.6.1Industries Served32
5.6.2Value Propositions32
5.6.3Recommendation32
5.7Mobile Resource Management (MRM)32
5.7.1Industries Served33
5.7.2Value Propositions33
5.7.3Recommendation33
5.8Mobile Data Collection33
5.8.1Common Use Areas for Mobile Data Collection34
5.8.1.1Mobile Inspection Services34
5.8.1.2Mobile Job Estimates35
5.8.1.3Mobile Insurance Applications35
5.8.2Recommendation35
5.9Machine to Machine (M2M)36
5.9.1NV Energy and Telemetric M2M Case Study36
5.9.2Recommendations37
5.10Mobile Public Safety Applications37
5.10.1Recommendations37
5.11Mobile Health Monitoring and Telemedicine37
5.11.1Mobile Health Monitoring and Hemophilia38
5.11.2Recommendation39
6Mobile Device Considerations40
6.1Introduction40
6.2How Enterprises Select Mobile Devices40
6.2.1Environmental Factors40
6.2.2Using the Device in the Real World40
6.2.3Device Technology & Functionality Issues41
6.2.4Budget Issues42
6.2.5Deals Available42
6.2.6Reliability and Support42
6.3How Enterprises Support Mobile Devices43
6.3.1Supporting and Managing the Mobile User43
6.3.2Technical Fixes45
6.3.3Security, Control & Central Support45
6.3.4Operational, Commercial & Management Issues46
6.4Recommendation47
7Recommendations48
7.1Introduction48
7.2Market Opportunity48
7.3Segment Recommendations48
7.4Overall Recommendations50



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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/
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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.


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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/
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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.

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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/
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Geospatially Aware Mobile Inspection Applications for Military and Commercial Use

I have spent many years working with mobile application development tools. Each of the vendors I have known speak about the simplicity and speed of using their tools to develop and implement mobile applications. It is, for the most part, marketing speak.
Developing a mobile application is as simple as the database schema of the business application in which it will be integrated. If it is a simple data collection form that can be integrated with a simple spreadsheet or database, then it is fairly easy and will usually take days or a few weeks to develop. However, if the user wants a mobile version of their ERP, then I hope they have a few months and a significant budget. The point is, most mobile applications that synchronize with back-office enterprise database applications are not easy and simple and this is a problem for companies that need to inspect a wide variety of things.
I have witnessed over and over the challenges an inspection company has with mobile applications that run on handheld computers. The applications take longer to develop and cost more than the inspection task or project justifies. As a result, the inspection company continues to do it by hand. In another scenario, one inspection project may justify the time and expense of developing a mobile inspection application, but the next project does not. As a result, the inspection services company continues to use paper inspection forms on the majority of their projects. That is the economic reality, at least until now.
Recently I read an article called "Kenaz and Touch Inspect: Must-Have Products for the Warfighter" written by Don Jewell. Jewel writes articles for GPS World focused on Defense and the military. He has spent more than thirty years in the Unites States Air Force, where he was involved with GPS systems from their inception, either as a test system evaluator or user. He served as a Commander at Schriever AFB, the home of GPS, and retired as the deputy chief scientist at Air Force Space Command.
In Jewell's article he speaks of a mobile solution called Touch Inspect by Mobile Epiphany. It is essentially a computerized, geospatially aware, data-collection application with an amazing user interface. "The user interface matters to our warfighters!" Jewells writes, "because one of the biggest complaints from our warfighters concerning military user equipment (MUE) such as the Precision Lightweight GPS Receiver (PLGR) and the Defense Advanced GPS Receiver (DAGR) is the user interface."
Mobile applications for the military need to be geospatially aware. I wrote an article called Network-Centric Mobile Field Force Automation that explores this requirement in detail from both a military and commercial perspective.
Touch Inspect is unique. It focuses on geospatially-aware inspections and provides a powerful pre-built platform in which custom mobile inspection applications can be developed in just hours. It is unique in that no coding or programming is required and the solution is designed by a company that has a deep history in the electronic games industry. This is quickly apparent when you see the intense graphics and sophisticated features that I have never seen before in a Windows Mobile application.
Jewell writes, "Touch Inspect allows you to build databases on the fly for inspecting things, and I do mean just about anything. But more than that, it is a flexible, user configurable database system that can be adapted for so many uses that are critical to our warfighters and first responders."
Jewell sees applications for this software in almost every aspect of a warfighter’s day, starting with running the various checklists they need to run for weapons, radios, vehicles, and GPS devices. With GPS devices and GIS mapping information right on the device (in other words, you don’t need an Internet connection to see your geospatial maps like you would using something like Google Maps), this new software really shines because it incorporates the warfighter’s current GPS position and time — or the asset’s GPS position — into every database entry, with photos if necessary. And this system uses the topographical maps or aerial images you want it to use, not just simple street maps. Plus, when the computer is once again in Internet, LAN, or WLAN range, it automatically updates the server at HQ and downloads new information automatically without any user interaction.
I recently wrote an article about the use of rugged handheld computers and mobile inspection applications following the devastating fires that killed 173 people last year in Australia. In this case the police and emergency responders had an immediate need for a mobile inspection application that was geospatically aware. This immediate need for a custom mobile inspection application could not be solved by taking weeks and months to develop a mobile application. They needed it now! Touch Inspect has all the appearances of solving requirements for near-real-time dynamic and custom mobile inspection applications.

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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/
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Analysis - SAP's Emerging Mobility Strategy - Fasten Your Seat Belts!


SAP has announced this week that one of their strategic focuses for the next 5 years is mobile computing and mobile software applications according to SAP chief technology officer Vishal Sikka said. The pervasiveness of mobile computing and social networking also have SAP developing applications and extensions, which will allow wireless users to collaborate and utilize SAP and non-SAP related data for on the fly computing.
I write wireless industry analyst reports and provide consulting on mobile strategies so have been keeping a careful eye on this market. It is moving at warp speed now! After many years of mostly small software companies in the mobile enterprise software applications market, the big kahunas are jumping in with both feet and this will change the industry. Read a few of these article titles:

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.

"Sixty to seventy percent of the population have mobile devices" said Don Bulmer SAP VP industry relations, adding that mobile gear is the preferred communications and computing platform. "There are lots of opportunities for SAP," he said.

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.

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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/
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Interviews with Kevin Benedict