SAP Mobility – Is Change Coming?

I read a very interesting article in BusinessWeek (February 9, 2010 edition) today called "What SAP Needs After Apotheker" by Aaron Ricadela. Last week, as many of you know, Leo Apotheker was replaced as CEO of SAP by both Bill McDermott and Jim Hagemann Snabe who were announced as Co-CEOs. In the article SAP mobility is raised again and again as an area where improvements are needed. Here is an excerpt, "In order to fix SAP, former North American sales boss McDermott and Snabe, head of product development, need to stock its pipeline with products that companies are more interested in buying… SAP must develop versions of its complicated software that can be delivered over the Internet and run on new classes of mobile computing devices."

In December of 2009, SAP unfolded their 5-year strategic plan that emphasized the following five points: on-demand computing, cloud architectures, flexible pricing, mobile and in-memory computing. This event was covered well by InformationWeek in an article called SAP Outlines 5-Year Enterprise Software Plan. I assume this 5 year plan announced in December was developed by Snabe and his team, so Apotheker's departure is unlikely to change this emphasis.

Don Bulmer, SAP VP of industry relations is also quoted at a recent Influencer Summit in Boston saying, "Sixty to seventy percent of the population has mobile devices… There are lots of opportunities for SAP." This seems to back repeated comments from SAP executives that they recognize the importance of mobility.

Here is another excerpt from BusinessWeek, "SAP needs to articulate to customers a clearer plan for delivering new technologies that can save money and make workers more productive, says Forrester analyst Hamerman." He goes on to add, "the company (SAP) must deliver more software over the Web and let users interact more capably with it through smartphones and tablets...Those are on the road map but they don't seem to be a priority...We haven't seen from them (SAP) a comprehensive technology strategy."

Hamerman does not seem to feel a listing in the 5 year enterprise software plan is sufficient. He wants to see a comprehensive technology strategy and a demonstration that mobility is a priority.

More from BusinessWeek, "Additional announcements of SAP software for cloud computing and mobile devices will come later this year, according to a person close to SAP. To get the message across, Plattner (Hasso Plattner, SAP co-founder) even plans to deliver his keynote address in Orlando with the help of an Apple iPad."

McDermott also tried to communicate that mobility was a SAP priority with the following announcement, "SAP plans to announce new online software under the Business By Design brand name for customer management, human resources, and procurement. Once it arrives in the second half of this year, customers will be able to run the software on their own servers, access it through the Web, and run portions of it on mobile devices."

In summary, SAP says mobility is one of the 5 key points in their strategic 5-Year Enterprise Software Plan. SAP's new Co-CEOs have reiterated that mobility is a high priority. Don Bulmer, SAP VP of industry relations agrees that there are lots of opportunities for SAP in mobility. Forrester analyst Hamerman says that it is not enough to say it, "Show me the money!" SAP Co-Founder Hasso Plattner says, "OK, watch me do a Sapphire power point on an iPad."

Here is another challenge – SAP has announced multiple reseller and co-innovation agreements with mobile solutions companies like Sky Technologies, RIM, Sybase, Syclo and ClickSoftware. So a customer looking for mobile solutions on SAP's EcoHub will find a plethora of mobile software solutions. In fact, mobile solutions for just about any need.

If I am looking for a good mobile enterprise application platform to work with SAP, I will find the following; Sybase for mobile Field Sales (except RIM users who can use RIM's mobile SAP CRM or Sky Technologies customers who can use their mobile version of SAP CRM?), Syclo for mobile field services, ClickSoftware for mobile route optimization, Sky Technologies for companies wanting to standardize on SAP embedded code? Is that clear to you? No, me neither.

Gartner analysts are suggesting that large enterprises should reduce the number of mobile application vendors. Read the following excerpt from Gartner's Magic Quadrant for Mobile Enterprise Application Platforms published December 16, 2009. "Enterprises are increasingly mixing solutions from multiple vendors, each with separate software stacks for data transport (which results in poor battery life). This also leads to conflicts with managing network connections on mobile devices, an inability to administer security and devices, complexities with testing, an increase in software defects, and higher service and support costs."

It will be very interesting to watch how SAP maneuvers the mobility landscape in 2010. Will SAP leave the task of bringing order out of chaos to third-party MEAP vendors, or will they?

Workforce Mobility and MEAPs

I had an interesting call with a company today that is involved in real workforce mobility. They have a solution called Total Employee Mobility. Here is a brief description from their website.

"Now more than ever, companies rely on the mobility of their employees to realize new opportunities and growth. Employee travel, relocation, international assignments, and virtual office work make business happen. However in most organizations, each component of workforce mobility is overseen by a different department, making it very difficult to manage−much less evaluate−the return on investment. This fragmented approach to employee mobility results in lost opportunities to reduce costs, gain efficiencies, and enhance employee satisfaction."

They help companies manage mobile workforces by managing the entire "mobility" component. Everything from corporate cars, mileage, expense reports to corporate aircraft and remote overseas offices. I never cease to be amazed at the fascinating niche market businesses out there.

At the end of my conversation I realized there was a lot I could learn from them. They have studied the costs factors associated with workforce mobility for over 70 years, long before iPhones, Android and turn-by-turn navigatin. Many of the items they consider had never occurred to me. Their advice to the IRS helps set the mileage reimbursement levels set by the IRS each year.

This mobility company's ROI is as follows, "By centralizing oversight of a company’s total employee mobility programs, both companies and their employees gain many advantages.

This company is now active in developing mobile and smartphone technologies to continue and enhance the value added services they provide their clients' mobile workforces.

I can't help but think of MEAPs (mobile enterprise application platforms) in the same way. Until all of your enterprise mobility applications are centrally managed through a standardized MEAP it is hard to provide effective oversight and reduce TCO (total cost of ownership).

A related article on MEAPs can be found here.

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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 an independent 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 articles.
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Movitas to Provide Mobile Marketing and Communication Services to TravelCom 2010

I know the folks at Movitas and they are developing some very interesting mobile solutions for location centric businesses such as hotels, resorts and conferences.

Collegeville, PA – February 10, 2010: Movitas, the leading mobile communication, marketing and commerce platform for the travel, conference and hospitality industry, has been selected to provide mobile marketing and mobile communication services for the U.S. Travel Association’s premier travel industry conference and trade show “TravelCom 2010” to be held March 9-11 at the Fairmont Hotel in Dallas, TX.

The TravelCom mobile platform, provided by Movitas, will provide information and offers during the show and allow attendees to interact with speakers and exhibitors in real-time, via any type of web-enabled mobile phone. The TravelCom mobile marketing and communications capabilities include an always up-to-date mobile website (featuring the show news of the day, session schedules, Fairmont Hotel floor plans, as well as speaker and exhibitor profiles), integrated social media to enable everyone to interact and experience the show via Twitter and Flickr feeds, and a text message system providing alerts, speaker updates and special offers.

As always, TravelCom covers the entire travel distribution and eCommerce food chain. However this year mobile media strategies are receiving more attention than ever before. For example, TravelCom will leverage mobile technology to allow attendees to influence session content during the show.

“With a stronger focus on online marketing, social media, mobile media and online commerce strategies, we decided not only to tell, but to show TravelCom attendees how mobile can become part of the travel industry’s business processes,” said Ben Isenberg, Chief Operating Officer at Vantage Strategy Consulting, producer of TravelCom. “Everyone involved in the show will get a first-hand look at the future of mobile business and Movitas’ approach to solving some of our industry’s challenges.”

About Movitas
Movitas is a leading mobile communication, marketing and commerce platform for location-centric businesses such as hotels, resorts and conferences. It provides a suite of solutions designed to drive revenue, improve the customer experience, manage mobile marketing campaigns, and deliver mobile business processes. Solutions include content management, messaging, commerce, logistics, workflow, and internet based administrative tools that can integrate into property management (PMS), central reservation (CRS) and point of sale (POS) systems. For more information visit: www.movitas.com. Also follow on Twitter at http://twitter.com/movitas.

About TravelCom
TravelCom is the only eCommerce conference designed by the travel industry for the travel industry. TravelCom elicits the most actionable, practical and current insights from the industry’s most senior thought leaders and speakers. Their expert knowledge offers insight and research into the entire travel distribution and eCommerce food chain; including distribution, strategy, marketing and technology tool sets. TravelCom is owned by the U.S. Travel Association and is being produced by Vantage Strategy. For more information visit www.travelcomexpo.org.

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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 an independent 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 articles.
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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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