Mobile Marketing News Weekly – Week of April 8, 2012


The Mobile Marketing News Weekly is an online newsletter that is made up of the most interesting news, articles and links related to mobile marketing that I run across each week.  I am specifically targeting market size and market trend information.

Also read Enterprise Mobility Asia News Weekly
Also read Field Mobility and M2M News Weekly
Also read Mobile Commerce News Weekly
Also read Mobile Health News Weekly
Also read Mobility News Weekly

In Forrester’s “Combine social and mobile to build business-to-business customer relationships” study, the research company looked at how social media and mobile can be used together to cultivate a relationship with customers. The report also looked at how business-to-business professionals expect their marketing budgets to be used in 2012. Read Original Content

Mobile paid search budgets grew 221.1 percent during the first quarter of 2012 as smartphone and tablet penetration continues to grow, according to a new report from IgnitionOne. Read Original Content

The gap between smartphone and tablet behavior continues to grow, signaling how the two devices need to be treated with different marketing campaigns, according to a new study from Forrester Research. Read Original Content

Verivo is a leading provider of enterprise mobility software. Verivo helps companies accelerate their business results. Its unique technology empowers teams to build, deploy, manage and update their mobile apps -- rapidly and securely. Verivo’s mobility platform is used by hundreds of companies in numerous industries, worldwide. This newsletter is sponsored in part by Verivo.  To learn more, visit www.verivo.com

Samsung has joined forces with OpenX Technologies to offer a mobile advertising platform to compete with similar services offered by Google and Apple. AdHub Market allows advertisers to focus their commercial messages on Samsung's tablets and smartphones. Read Original Content

Clickatell has released its new Clickatell Mobile Campaign Manager, a CMCM platform that can be accessed from any web browser and provides simple, straightforward setup and operation. CMCM uses a 5-digit U.S. short code origination address to send text messages to U.S. mobile phone numbers. Read Original Content


According to research conducted by Markets and Markets Business Market Research Firm, the global worth of the mobile applications market is set to reach $25 billion by 2015, which will establish an increase in value of $6.8 billion on the figures recorded in 2010. Read Original Content

SAP Acquires Syclo - A First Analysis Over Coffee

WARNING!  These are my (Kevin Benedict's) personal thoughts and opinions pondered over a cup of my favorite coffee shop's bowl of soul, on the outdoor patio, in the warm spring sunshine of Boise, Idaho.

My first thought when I received the news today that SAP is acquiring Syclo, was, "Smart move SAP!" I respect the fact that SAP is willing to double down on enterprise mobility.  I also respect the fact that SAP is willing to brave the inevitable criticism for having bought the same solution twice.   SAP has smart leaders.  They have made an aggressive and brave decision with this acquisition.  I think they recognized an unmet need, estimated the impact, valued the market and fixed it.  I am sure this was not an easy decision.  It will raise many questions, but I am sure it will make Sapphire 2012 even more interesting (perhaps even more than Van Halen in concert).

SAP has doubled down on enterprise mobility, while Oracle is still not even in the game.  I find it fascinating that the SAP leadership has a vision and is charging ahead while Oracle is on the sidelines.  How curious.
Oracles on the Sidelines

SAP thought they were getting all of the features that Syclo offers (MEAP, SDK, production ready mobile apps, experience, talent, etc.) when they bought Sybase in 2010. However, once they had critically examined Sybase post-acquisition, they realized there were gaps.  Mainly, they spent $5.8 billion, in large part to gain a mobile solution, but then realized there were no batteries included (i.e. mobile apps).

Syclo, on the other hand, offers not only a mobile middleware platform (some say it is better than SUP), but has many industry proven, in production, mobile applications.  These are real mobile apps.  Apps that can transform companies.  These are mobile apps that husky, uniform wearing men and women, with five o'clock shadows use to build national electrical grids and other mud covered systems and objects.

Not only does Syclo offer a library of "real" mobile applications that are in production, but they bring desperately needed enterprise mobility skills, real customers and a passion for mobility to the SAP family.

Let's get back to the subject of mobile enterprise application platforms (MEAPs).  When SAP announced the acquisition of Sybase in 2010, I detected mostly unspoken frustration in the eyes of the Syclo management team when I interviewed them about the acquisition.  I believe they felt their MEAP was better than Sybase's.  It will now be interesting to see which MEAP wins out in the long term.  Yes, I know that Syclo has announced that their solutions will now run on SUP, but I think they agreed to this mostly under duress.

Syclo's SDK is designed to produce "real" production ready mobile apps, not just partial code for programmers.  I know of many large deployments of production mobile apps from Syclo.  Syclo has earned their stripes, and now SAP and SAP customers will benefit from this.

The biggest complaint about SAP mobility has now been addressed - the lack of production quality, real mobile applications being used by happy customers.  It will now be very interesting to see how the SAP mobility stack, stacks up.

The inventory and options for developing mobile solutions has now jumped up another notch.  It was already a challenge to figure out the best way to design, develop, integrate, deploy and support a mobile solution.  Now, instead of having hundreds of different ways to build a mobile solution in the SAP world, there will be more.  It will be interesting to watch how SAP works to simplify their message given so many possible ways mobile apps can be implemented.

SAP will now have the Sybase Unwired Platform, Agentry 6.0 and Smart Mobile Suite from Syclo, Sybase 365, NetWeaver Gateway and all of the other SAP ecosystem partners.  Things will get interesting!

I know the management team at Syclo and value their passion, expertise, perseverance and talent.  They have not always been the flashiest company, some even drive Smart cars, but they have demonstrated their value by quietly deploying thousands and thousands of real mobile applications around the world in production environments and making customers happy.

Now comes other challenges for SAP.  How do they merge and consolidate so many good mobile solutions that may not always be compatible with each other?  Will these solutions be adequate for B2C (business to consumer) apps, or is that a unique category that requires a different acquisition or internal development effort?  I know Syclo has been evangelizing their B2C apps for the past few months.  This is a recent push and it will be interesting to see how it holds up under more scrutiny.

How will SAP manage relationships with important partners like ClickSoftware which also has a powerful and competing enterprise mobility solutions called ClickMobile. SAP private labels a ClickSoftware solution called, SAP Workforce Scheduling and Optimization by ClickSoftware.  It has its own mobile client.  Again, this will be interesting to watch.

Does the Syclo acquisition enhance mobility in the cloud?  I am not sure.

I love enterprise mobility, and its a good thing because now my coffee is cold.

Read Part 2 in this series here.
Read Part 3 in this series here. 
Read Part 4 in this series here.

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Kevin Benedict, Independent Mobile Industry Analyst, Consultant and SAP Mentor Alumnus
Follow me on Twitter @krbenedict
Full Disclosure: I am an independent mobility analyst, consultant and blogger. I work with and have worked with many of the companies mentioned in my articles.

Kevin Benedict Speaking about Mobile Strategies in Atlanta on April 26th

Motorola Solutions and ClickSoftware are organizing an enterprise mobility lunch event in Atlanta, GA on April 26th from 11:30 AM to 2:30 PM (see details).  I have the honor of being asked to speak at this event.  If you are in the area I would love to meet up and discuss enterprise mobility with you!

I will be speaking on the topics of mobile strategies for the enterprise, mobile trends, analyst views and managing the real-time enterprise.

In addition to my presentation, you will also be learning about:
  • Advances in mobile technology, wireless bandwidth, and web services making NOW the perfect time to plan and execute on your company’s mobile vision.
  • Creating a competitive advantage through collaboration between peers and across departments.
  • Using mobility as the catalyst and enabler for aligning the entire enterprise service policies.
  • Defining pre-requisites for tomorrow’s mobile platform to support and connect all mobile employees.
  • Selecting a device that meets the needs of the business as well as the demands of the users.
This will be an intimate lunch event and seats are limited so register soon!
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Kevin Benedict, Independent Mobile Industry Analyst, Consultant and SAP Mentor Alumnus
Follow me on Twitter @krbenedict
Full Disclosure: I am an independent mobility analyst, consultant and blogger. I work with and have worked with many of the companies mentioned in my articles.

Mobile Commerce News Weekly – Week of April 8, 2012

The Mobile Commerce News Weekly is an online newsletter made up of the most interesting news, articles and links related to mobile payments, mobile money, e-wallets, mobile banking and mobile security that I run across each week.  I am specifically targeting market size and market trend information.

Also read Enterprise Mobility Asia News Weekly
Also read Field Mobility and M2M News Weekly
Also read Mobile Marketing News Weekly
Also read Mobile Health News Weekly
Also read Mobility News Weekly

Fifty-eight percent of consumers who have a smart device use location-based applications, despite concerns about safety and use of their personal information for marketing purposes, according to a survey from nonprofit global information security association ISACA. Read Original Content

Among the top 200 grossing apps at Google Play and the Apple App Store, 60 percent of all revenue came from purchases made through apps on smartphones and tablets. The iPad and iPhone app stores brought in daily revenue of $2.1 million and $3.3 million, respectively, in January 2012. Read Original Content

Nordstrom, the Seattle-based fashion and beauty retailer, is rolling out mobile point-of-sale devices. These mobile POS devices, a modified iPod Touch with a merchandise scanner and credit card slider, allow employees to check out customers from anywhere in the store. Read Original Content

Verivo is a leading provider of enterprise mobility software. Verivo helps companies accelerate their business results. Its unique technology empowers teams to build, deploy, manage and update their mobile apps -- rapidly and securely. Verivo’s mobility platform is used by hundreds of companies in numerous industries, worldwide. This newsletter is sponsored in part by Verivo.  To learn more, visit www.verivo.com

The new StockTouch app allows you to visualize the stocks of 1,350 companies on one interface. The app is an easy-to-read heat map that displays the top 100 U.S. and top 100 global companies in all 9 industry sectors of the market. The app covers nearly 75 percent of all global trading activity. Read Original Content

A chart taken from a Toluna/Econsultancy survey from May last year found that 19 percent of 2,000 online respondents had used their mobiles to compare prices and look at product reviews while out shopping. Read Original Content


The introduction of open loop "tap and go" payments could cut commuting time by nearly an hour a week, a survey conducted for MasterCard has found, and 47 percent of commuters would be willing to use their mobile phone to make transit payments. Read Original Content

MEAPs are They Needed?

On the SAP Enterprise Mobility Linkedin group I asked the question, "Are stand alone MEAPs (mobile enterprise application platforms) required for a large company implementing multiple mobile applications and multiple mobile devices that will be integrated with ERPs?"

Twenty-one people took the poll and here are the results:
  • 76% said YES
  • 23% said NO
I would like to ask the 23% for their strategy and guidance as to how one would effectively manage many different mobile apps, mobile devices, mobile users and mobile operating systems if you are not going to use a mobile platform.

I know some companies like appsFreedom and Webalo offer cloud based mobile apps for SAP that run on many different devices and mobile operating systems, but if you had custom mobile apps with complexity, wouldn't that be difficult to manage without a platform?

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Kevin Benedict, Independent Mobile Industry Analyst, Consultant and SAP Mentor Alumnus
Follow me on Twitter @krbenedict
Full Disclosure: I am an independent mobility analyst, consultant and blogger. I work with and have worked with many of the companies mentioned in my articles.

Interviews with Kevin Benedict