mba project work - a study of mobile platform awareness and adoption by enterprises

8/12/2019 MBA PROJECT WORK - A STUDY OF MOBILE PLATFORM AWARENESS AND ADOPTION BY ENTERPRISES

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MIT School of Management Page 1

CHAPTER 1

ABSTRACT


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A study of Mobile Platform Awareness & Adoption by Enterprises is imperative at a time when there

is considerable dearth of information on mobile data services platforms in India and on how these

platforms can be leveraged by businesses for their benefit. This is a comprehensive report

benchmarking the present state of awareness, use and purpose of use of mobile platform for customer

engagement.

Thus far, the mobile industry has focused on aggregating numbers for mobile usage. While Mobile

Value Added Services (MVAS) provided consumers with information, entertainment and utility

services and generated incremental revenues for operators, the time is now ripe to move beyond

MVAS and focus on enterprise adoption of mobile technologies for greater business productivity. A

robust and proven mobile data services platform that can act as a bridge between operators and

enterprises is needed. Such a platform can drive enterprise adoption of mobiles and open up new

revenue streams for operators.

This report is aimed to understand the current state of mobile engagement platform awareness and

adoption by enterprises. This study hopes to be a bellwether for the industry, facilitating on one

hand, platform providers to recognize the state of the industry, and enterprises to realize the mobility

tools available at their disposal for meeting their immediate and latent needs on the other.

The highlight of this report is a sector wise analysis of the state of the mobile platform awareness and

adoption. I hope the findings of this study will be useful to all those who are concerned and

connected with this company and with the Indian mobile industry.

THE SEARCH AND THE FIND

33% of m-Engagement platform customers are businesses from tier 2 and smaller cities. 50% of

these business users find such mobile engagement platforms through online search and this number

is increasing. BFSI vertical constitutes the largest consumer of m-Engagement at 19%, followed by

software developers, who integrate these services into enterprise applications. Media and

entertainment and Education follow. Education and real estate were the most hit sectors due to

NCPR. Promotional activities using messaging reduced drastically post NCPR.


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CHAPTER 2

COMPANY PROFILE & OFFERINGS


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COMPANY PROFILE

IMImobile is the leading global specialist provider of cloud-based mobile data infrastructure and

mobile technology. IMImobile is a leading global provider of end-to-end mobile engagement

software and solutions to mobile operators, enterprises and media companies. Headquartered in

Hyderabad, India, we have offices in London, Dubai, Athens, Mumbai, Delhi, Colombo and Dhaka

and employ nearly 650 people worldwide. IMImobile is the winner of more than 20 prestigious

awards including Cloud Africa Award and World Vendor Award. With a global presence across

Asia, Europe, America and Middle East, they are your perfect partner to capitalize on the ubiquity of

mobile technologies by driving customer acquisition and retention, increasing employee productivity

and driving new channels for revenue.

IMImobile is specialized in providing next generation mobile internet services and enterprise grade

CRM solutions. They have extensive experience in designing and building mobile portals as well as

mobile and tablet applications that deliver an outstanding user experience. Furthermore, IMImobile

provides mobile billing and payment, bulk messaging, content management, mobile advertising,

storefront, social media and digital music solutions.

Today, IMImobile is working with over 100 Blue-chip companies and its services reach over 1.2

billion people & 96 operators in over 73 countries worldwide. Their operator customers include

Aircel, Airtel, BSNL, Meteor, Mobitel, MTN, Tata, Telefonica, Virgin Mobile and Vodafone. Their

media and enterprise customers include BBC, Star TV, Reuters, Yahoo, Google, EMI Music,

Universal Music, Sony and Warner Music, The AA, Centrica and E-ON.

WHAT THEY DO

HELP YOU MAXIMISE THE POTENTIAL OF MOBILE.
http://www.imimobile.com/live/index.aspx


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They help their customers to use:

Mobile as CRM channel- acquire, service, engage and retain customers across mobile andsocial channels.

Mobile as revenue channel - generate revenue by transacting with their customers throughthe mobile channel.

Mobile as productivity tool - mobilise business applications and improve employeeproductivity through mobile solutions.

THEIR VISION & VALUES

In todays fast-moving and competitive market, declining revenues and constant pressure of

innovation, we see ourselves as your trusted partner for mobile data infrastructure solutions. We

believe that personalized customer engagements with an element of value exchange are the basis for

the most effective mobile solutions. Only an unconstrained, democratic platform hosted in the cloud

can unleash the creativity and innovation within the mobile partner ecosystem.

Our vision drives the business forward; our values ensure we deliver a first-class service.

Our brand values are the pillars of our success and we live by them day to day.

Its corporate identity unites everyone at IMImobile to deliver the best service possible. IMImobile

operate in multiple markets, delivering customized communication solutions to help their clients to

grow their business. To achieve this on a day-to-day basis company created brand values. These

brand values are at the foundation of their success today and they are committed to living these

values to ensure the success in the future.

IMImobiles seven core brand values are:

Innovate, Engage, Connect, Deliver, Collaborate, Learn & Motivate


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THEIR HISTORY

Originally, the company was established as IMISoftware in 1998 to develop software for power

transmission and telecom towers. It was the year 1999 when Vishwanath Alluri and Shyam Bhat, the

two founders of IMImobile, saw an opportunity to offer a richer set of mobile data services in a

mobile landscape dominated by voice and SMS.

With entrepreneurial vision Vish and Shyam realised that not only would customers want a full range

of mobile services on their mobile devices, but that a broader range of media and enterprises wouldalso want to get involved to reach out to their customers. In 2007, the original business of

IMISoftware was sold and the company was renamed IMImobile.

Today the awarded DaVinci Evolved Service Platform, developed by IMImobile, is deeply

embedded in the business processes of over 100 mobile operators and blue chip enterprise customers

worldwide. The platform represents 600 man-years of investment and development and reaches over

1.2 billion mobile subscribers worldwide.

BOARD OF DIRECTORS

Vishwanath Alluri

Founder & Executive Chairman

Vish founded IMImobile in 1999 with a vision of harnessing the intellectual

resources of India to develop an IPR centric technology company. While

recognising the potential of the rapidly evolving mobile data space, Vish was

aware that fast growth needed to keep pace with ever changing technology. Vish therefore set out to

build a company which would liberate mobile operators and media companies of technological

complexities thus enabling them to realize the huge revenue potential. A pioneer of the 'managed

service model', IMImobile delivers turnkey technology solutions allowing customers to focus on

their core business development. Today IMImobile has become one of the leading players in the


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Mobile Value-Added Services market. Vish has extensive experience in the technology domain and

was previously involved in setting up an Indian hi-tech consumer services company in the healthcare

sector. Vish is a Chartered Accountant and a Company Secretary.

Shyam Bhat

CTO and Founder

Bhat has more than two decades of experience in Engineering and new product

developments. He is responsible for the creation of all the engineering and mobile

products and platforms. Bhat is an Engineering graduate from the highlyprestigious Indian Institute of Technology, Bombay.

Jayesh Patel

Chief Executive Officer

Jay has been working with IMImobile since its foundation in 2000 and has helped

the company grow internationally from its headquarters in Hyderabad, India. Jay

has spent the last 20 years in the media, technology and telecom media sector andwas part of the founding team and partner at Spark Ventures, a leading early stage digital media

investor. Jay has also held executive positions at BSkyB and UBS Warburg and holds degrees from

the LSE and INSEAD.

Amish Jani

Director

Amish Jani, a Founder and Managing Director of FirstMark Capital, focuses on

software and systems investments in the enterprise, communications and digital

media sectors, and serves on FirstMark Capital's Investment Committee. Amish also leads

FirstMark's investment strategies for the Indian marketplace. Prior to founding FirstMark Capital,

Amish was a Partner with Pequot Ventures. Amish has led and sits on the board of seven FirstMark

portfolio companies, including IMImobile, Conductor, Boomi and Lumos Labs. Amish has both a

B.S. and an M.B.A. from the Wharton School of Business at the University of Pennsylvania.


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Mohit Bhatnagar

Director

Mohit is currently a Managing Director with Sequoia Capital India and serves on

the board of Prizm Payments, Comviva, Ujjivan Microfinance, IMImobile, Ideacts,

Micromax Mobile & One Assist. Prior to joining Sequoia Capital, Mohit served as the Senior Vice

President at Bharti Airtel where he helped scale the business from a few states operation into a

leading national wireless carrier. Earlier, Mohit co-founded Bright pod, a wireless start-up in the US,

by orchestrating a spin off from Ericsson Mobile Systems. Mohit has received an MBA from UNC

Chapel Hill and an MSEE from Virginia Tech.

REGISTERED ADDRESS & VARIOUS BRANCHES

Registered Address: Head Office - Hyderabad (India)

IMImobile Pvt. Ltd

Plot No. 770

Road No. 44

Jubilee Hills

Hyderabad - 500 033

Phone: +91 40 23555945

Fax: +91 40 23555984

ItsBranches:

In APAC region it has branches in New Delhi, Mumbai, Chennai, Kolkata, Dhaka-(Bangladesh) and Sri Lanka.

In Europe region it has offices in London and High Wycombe. In Middle East & Africa region it has a branch in Dubai. In America it has offices in Atlanta & Panama.


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COMPANY'S OFFERINGS

IMImobile OPENHOUSE unleashes the power of the mobile medium for your business. IMImobile

OPENHOUSE is a secure, cloud-based platform that throws open network and web resources. It

makes it possible to easily incorporate mobile capabilities into business applications and allows you

to develop and launch your own innovative mobile solutions.

BUSINESS APPLICATIONS

I want to interact with my customersThrough our interactive SMS and Voice campaigns and built-in campaign

manager, you can promote new products and services, inform loyal customers

about special offers and update your employees, all within minutes. We offer two

types of interactive services:

SMS broadcast:Communicate with larger audience with our interactive SMS

campaigns. You can use campaigns to promote new products or services, send offers

to your loyal customers, share important information with your employees etc.

Campaigns are not just for one-way bulk message delivery. A reply path enables

your customers to respond back to your communication.

Voice broadcast: Send voice messages to your customers or build interactive

voice campaigns and run within minutes. Voice broadcast helps your business in

setting up interactive campaigns that automates bulk voice calls to mobile/telephone

users, playing pre-recorded messages. Campaigns can be scheduled to promote new

products or services, send offers to loyal customers, share important information with employees etc


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Excel Plugin for SMS: Have customer data in Microsoft Excel files?

Download our Excel Plugin and start sending SMS messages right from Excel. OurPlugin allows you to personalize the message for each recipient using data available

with the Excel file. You can even schedule the SMS messages to be delivered at a

pre-defined date and time.

I want my customers to initiate communicationWith this service, customers can ask companies to get in touch with them

at little or no cost to themselves. The request from the customer can take

different forms.

Missed Call to SMS:Customers can place a missed call to a given number at

no cost to them, and receive an SMS in response. The response SMS may be static

or customized to include personal and dynamic content. This service is usually used

to capture potential leads when the target audience doesnt have internet access or

Smartphones.

Missed Call to Call:Customers can place a missed call to a given number to

receive an immediate call-back. This service is integrated with Virtual IVRs Call

Flow Designer for complete automation. This service can be used in cases where the

customer needs to go through a validation process, after which the call can be

transferred to a customer service representative.

SMS to Call:A keyword like OFFERS is made available through mass media.

Customers can send an SMS with this keyword to a short code or long code to

receive a direct call-back. This is a popular method used to capture potential leads

and give a call-back immediately once a customer service or sales representative is


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available. Our Several enterprise customers have used this service during launch of a new product or

service.

Click to Call: This service enables regular websites and mobile apps to place

voice calls with the click of a button. A web widget can be downloaded and placed

on the website where customers browsing the site can enter their mobile number to

receive a call-back. Click-to-call widgets enable real-time voice connections from

existing websites without additional costs to the customer, which results in greater conversion rates

for businesses.

I want to set up voice applicationsInteracting with customers through a large team of customer service

representatives consumes many valuable resources and increases costs. Our IVR

service enables automated voice applications so you can connect with your

customers in a cost-effective and convenient way.

I want to know my customers opinionOur poll engine helps you strengthen your customer engagement strategies. Analysea wide range of criteria such as customer feedback, opinions on new products and

services, gauging changing wants and needs.

A guided wizard-based interface enables you to quickly set up new polls. You will

have the flexibility to configure and manage multiple polls and have access to real-time analytics and

detailed reports.

Our poll services are channelled through SMS.


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I want my customers to communicate with meInbound messaging lets your customers, prospects and employees communicate

with you over SMS and Voice (IVR) for services such as enquiries, appointment

requests and more.

You can use inbound messaging to:

Define rules to process incoming voice calls or text messages from your customers Define the routing logic to forward incoming traffic to the right applications for further processing Send out automated confirmation responses once a customers messageis received

We offer three services for inbound messaging:

Shortcodes:Shortcodes are special mobile numbers that are short, easy to remember

and are a cost-effective way to interact with your customers. Our shortcodes are

already integrated with most telecom service providers in India, this means you can

reach your customers regardless of which network they use. You can rent a

dedicated shortcode for your application or configure keywords on shared shortcodes.

Longcodes: Longcodes are ten-digit virtual mobile numbers that can be used for

both SMS and voice communication. Longcodes are globally accessible, which

means your customers around the world can now reach you. You can either set up an

interactive voice application and make it available on a long code or publish your

long code to your customers and interact with them over SMS.

Keywords: Keywords allow your business to establish a cost-effective, two-way SMS

communication channel while creating a unique identity for your business. Using keywords, you can

run contests, quizzes or polls, solicit customer feedback and run surveys to gauge customer

satisfaction.


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CUSTOM SOLUTIONS

Field Force ManagementOver 40% of all workforce is mobile. How effectively are you managing

your field force? Collecting customer data from the field, inspecting field

assets, auditing field operations, booking a new sales order are all tasks

that routinely happen in the field, but are largely manual even today.

Our Field Force Management solution powered by OPENHOUSE allows

you to automate many of these activities. Our solution enhances the credibility of data collected from

the field by geo-tagging and time-stamping the activities, allows new tasks to be assigned to field

workers, provides checklists to improve service quality and gives management real time visibility

into field activities. Our smartphone application and administration consoles can be quickly

customized for your unique needs.

Custom IVRAre you missing customer calls because your live agents are out of office or

busy with other calls? Do you want to empower your customers to service

themselves? Our IVR solution can help you do these and more.

Setting up these advanced voice services is quick and easy with

OPENHOUSE Cloud IVR and visual call flow designer. Once you have

defined your call flow, you can setup an inbound IVR or attach the call flow to an outbound voice

campaign. You can send SMS messages from the IVR, integrate with your existing business

applications, capture input from customers or even connect them with your call center.


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Loyalty & RewardsWhether you are a consumer products company or an industrial lubricants

business, you need to let your customers know that you value their business. A

loyalty program not only drives business growth but also lets you capture rich

information about your customers and their buying habits.

Developer Tools

Messaging APIsOur Messaging APIs help you establish a two-way communication channel with

your customers and employees. Messaging APIs have limitless possibilities: from

letting customers look up the nearest branch of their bank to enquiring about the

status of an online order.

Voice APIsA one-to-one dialogue often creates more personalized and effective communication.

Through our Voice APIs, you can stay connected to your customers whether they use

fixed line or mobile networks. Our voice platform is multi-tenant and cloud-based.

That means you dont have to worry about renting PRI lines, buying expensive

equipment or hiring an army of developers to set up your voice application. Just access our platform,

use our call-flow designer to create the entire flow of your voice application, and pay only for what

you use.


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Social APIsThe true potential of your business will remain unexplored till you leverage the

power of social media. Our Social APIs are integrated with Twitter, Facebook,

LinkedIn, MySpace, Bebo, Foursquare, Picassa and Flickr. That means, with one

set of APIs, you can build applications that interact with all of these services.

Call-flow DesignerUse our call-flow designer to setup the entire flow of your voice application. Once

setup, you can make these applications available to your users through outbound

calls or publish a number for your users to call in. Built-in DTMF support allows

you to setup rich menu-driven applications quickly.

Engaging in a one-to-one dialogue with your customers and personalizing these interactions have

never been easier.


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CHAPTER 3

THEORETICAL BACKGROUND OF THE TOPIC


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INTRODUCTION TO THE TOPIC

Topic: A study of Mobile Platform Awareness & Adoption by

Enterprises

People have big goals for their company. They want to increase visibility, grow revenues, enhance

profitability and explore new business opportunities. For this they have to proactively engage and

listen to their customers - monitor employee productivity and stay updated with the latest market

trends and opportunities. And what better way than to go mobile.

But why mobile?

Mobile is Masses - reach that no other medium can provide There are going to be more mobile subscribers than people by 2015! Mobile is Ubiquitous - present everywhere, every time And, Mobile is Ease - ease of access

But the path to enterprise mobile solutions is not easy. That's because...

Mobile is also Multiplicity Multiplicity in channels - SMS, MMS, USSD, STK, Voice, Data, Video, Apps Multiplicity in platforms -- Android, iPhone, Blackberry, Windows Mobile, J2ME, Bada and

Symbian

Multiplicity in protocols -- SMPP, MM7, CIMD, HTTP, Parlay, ParlayX, SS7

That's where service providers like IMImobile come in. Through IMImobile OPENHOUSE, they

demystify mobile technologies and power your mobile innovation through open collaboration. They

have the right ingredients to mobilize your enterprise solutions.


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Were at the point where mobile phones and apps are an inseparable part of how we live. As we take

a gander at the mobile market, its already clear how big the mobile adoption rate is. More than 1 bn

smart devices all around, nearly 2 m apps, billions of apps downloaded, high revenues, high demand.

People love phones and apps and that love is growing stronger. Enterprises are no different in that

regard.

Despite the profits, despite the numbers and despite the benefits, enterprise mobility is still

staggering to full adoption, but 2013 shows promise as tablet adoption and shipping is expected to

oust laptop sales.

Before we go into the thick of it, employees and businesses agree on one thing. Enterprise apps

should function just as well as consumer apps, through elegant design and precise functionality. Just

labeling the word, enterprise on the description of an app doesnt cutit.

The second thing to note is the fact that as smartphones and tablets have streamlined into consumer

hands, the need for B2B, B2E and B2C mobile relationships is growing every day. From customer

support, sale reporting, business planning, strategy meetings, CRM, you name it; enterprises

recognize the necessity to augment their business through mobility.

The notion of Mobile Business Intelligence isnt new. Its been around for more than a decade.

However, until recently, the technology and culture werent yet ready for users to embrace it. In

early 2010, few recognized the impact it might have.

However, through the confluence of new technologies (e.g., iPad tablet) and social change, Mobile

BI has become mainstreamed. In fact, for some, its the only way they consume Business

Intelligence content! In 2012, its impact is now both clear and profound. We see the reach of its

impact in various forms.

Now with the benefit of several years of data, there are identifiable trends and an evolution towards a

time when Mobile Business Intelligence will simply be Business Intelligence . In this study we

explore the many facets of this phenomenon exploring how this market dynamic has evolved andwhere its likely to head in the future.


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INDUSTRY PROFILE

OVERVIEW OF THE MOBILE VALUE ADDED SERVICES (MVAS) INDUSTRY

A value-added service(VAS) is a popular telecommunications industry term for non- core services,

or in short, all services beyond standard voice calls and fax transmissions. However, it can be used in

any service industry, for services available at little or no cost, to promote their primary business. For

mobile phones, while technologies like SMS, MMS and data access were historically usually

considered value-added services, but in recent years SMS, MMS and data access have more and

more become core services, and VAS therefore has beginning to exclude those services.

The Indian telecom industry is one of the fastest growing in the world. This has helped the VAS

Industry in India to come out of its infancy. The launch of pocket-friendly Android based

Smartphones is helping the cause of VAS services and the launch of 3G is now expected to give the

Indian Mobile VAS market a huge boost. The mobile VAS market in India has the potential to

generate Rs 55,000 crores by 2015 as reported by PwC.

The mobile VAS market has grown by around 60% year on year. This trend is expected to increase

in future, as VAS services will become a major revenue source for telecom operators in India. This

becomes critical, as the Average Revenue per User (ARPU) for telecom operators is decreasing

despite the overall increase in consumer base. The growth in tier 2-3 cities has helped increase the

overall consumer base of mobile services in India but this has created problems of its own. Currently

companies working in VAS segment are facing challenges like high cost of VAS, limited availability

of content in local language(s) and non-availability of enough high-end mobile phones such as

phones in which has Android and windows. These challenges will still not affect the growth of VAS

in India due to factors like increase in awareness of VAS, increased subscriber base, introduction of

3G services and increased focus on m-Commerce.

The interesting thing in the Indian telecom market is that the traditional revenue sources for the

operators- voice & SMS (Short Message Service) are at rock bottom. The subscriber churn as a result

of Mobile Number Portability has also added to the worries of the operators. Operators are betting on

Value added services (VAS) as the next big opportunity to sustain and succeed in the market. With


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the increasing monthly additions in subscribership, Telecom Regulatory Authority of India (TRAI)

reports that there are 919.17 million mobile subscribers in India as of December 2012. Considering

that the metropolitan and large urban cities have reached a high level of penetration, Tier I & II cities

as well as rural towns seem to be next beneficiaries of this technology. Due to this duality, network

providers and other industry stakeholders have to provide advanced services to the existing matured

users as well as ensure that financial challenged sectors are provided mobile services at affordable

costs.

With mobile penetration expected to go up to nearly 100% by 2015, and the advent of 3G, MVAS

revenues are expected to grow to approximately Rs. 48,000 crores. The industry is looking at various

means to use MVAS as a growth driver and simultaneously as a key differentiator. While today, non-

voice revenues in India only account for about 10% of an operators revenues, the global average for

leading MVAS countries is far higher, pegged at approximately 23%. The focus of the industry, so

far, has been infotainment MVAS, but there is much discussion around services which have a greater

growth potential and are those in the Utility MVAS category.

AN ANALYSIS OF UTILITY MVAS REVEALED BROADLY THREE

KINDS OF SERVICES

(1)Information based services which usually involve one-way dissemination of informationsuch as epidemic alerts, disaster management updates, etc.

(2)Application based serviceswhich have a level of interactivity, and require the consumer toplay an active role such as checking the status of payments, IVR based language training

services, etc.

(3)Enablement serviceswhich include services forming a close substitute of those provided bya physical infrastructure such as a bank or a school. These services usually involve

transactions such as person-to-person payments, travel reservations etc.

All the three types of services mentioned above are present in multiple categories.


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CONTRIBUTION OF VAS INDUSTRY IN INDIAS GDP

1. MARKET SIZE

Indias current Mobile Value Added Services (MVAS) industry has an estimated size of US$ 2.7

million as per FY2012-13. MVAS industry expected to grow US$ 10.8 million. Services such as

governance, education, and commerce constitute only 20-25% of VAS revenues. IAMAI says though

the ARPU has declined over the years, per user spent on MVAS has gone up by 28 percent in the last

one year. It is now 27 percent of the ARPU.

As of March 2012, there were 48 million mobile Internet users in India. It has been growing at the

rate of 17 percent. Affordable mobile devices and cheaper data subscription rates are the main

drivers for this rapid growth. Mobile commerce is expected to experience the highest adoption rates

and grow at a CAGR of 55.9 percent, followed by the mobile healthcare and education services.

Look at Vodafone India that has tied up with mobile VAS company Handygo Technologies to

launch IVR based service called Behtar Zindagi for rural India. Vodafone India has more than 70

million mobile subscribers in rural India and mobile VAS is a major focus area. In Q3 2012-13,

Vodafone India posted 44 million revenue from messaging services alone against voice revenue of

785 million. Its data revenue was 94 million. An IVR-based offering from Vodafone has the

potential to take the Indian mobile VAS to earn Rs 33,280 crore in 2013 from Rs 26,000 in 2012.

As we can see in the figure, Indias GDP growth is declining as well as MVAS growth. It

concludes that GDP has some effect on MVAS Industry.

8.60% 9.30%6.20% 5.20%

56%

36%

32%

15%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

2009-10 2010-11 2011-12 2012-13

India's GDP Growth

Rate

MVAS Growth Rate


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2. GROWTH DRIVERS

The growth in the market will be propelled by operator initiatives, as well as by the macro-economicfactors such as the booming Indian economy, increasing user comfort with basic mobility services,

personalization of content and devices, affordability of smartphones and 3G penetration.

The key drivers for Utility MVAS include:

(1) Government mandate for inclusive growth

(2) Increasing mobile phone, and network penetration

(3) Need for differentiation among telecom operators and device manufacturers

(4) Increasing consumer demand and awareness, even in non-urban areas

(5) Business need of service providers such as hospitals and banks

(6) Automation due to Information and Communications Technology (ICT).

EVOLUTION OF MVAS INDUSTRY


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MVAS came into existence in year 2000 and that time many key players entered in MVAS value

chain for example Airtel, IMImobile, Hutch, Hutch etc. 1G and 2G were launched at that time. Now

as the years passed market size of MVAS has grown, Innovative applications and services and 3G,

4G services launched. MVAS has services like graphics/wallpapers, ringtones, games, M-commerce

and video TV. After 2009 Markets of MVAS has been emerged and will be emerging in future.

Figure shows how the market is emerging in terms of Phones, Tablets, TV, Networks,

Content/Apps, and Cloud Services.

Figure depicts the revenues from different MVAS segments from 20042009.


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Information services/contests and ringtones/graphics/wallpapers dominated the MVASmarket with shares of 65% and 24% respectively, followed by games (6%), Music (4%) and

video TV (1%) in 2004.

Ringtones/graphics have the highest market share (34%), followed by games (31%).Information services, video TV and music will account for 25%, 8% and 2% respectively in

2009.

In 2011-2013 MVAS has introduced new category which is mobile Apps and mobilewebsites. In the world of 3G and 4G.

MAJOR PLAYERS IN MVAS INDUSTRY

1. ACL Wireless Limited (ACL)2. Air2web3. Bay Talkitec4. Comviva (Rebranded from Bharti Telesoft in 2009)5. ONE976. Spice Digital7. Hungama Mobile8. IMImobile9. GoBindas Entertainment10. MChek

REGULATORY FRAMEWORK FOR VALUE ADDED SERVICES

The initiation of creating a regulatory framework for VAS began with the issue of a Consultation

paper on 28thMay 2008 by TRAI. This paper sought the comments of all the relevant stakeholders.

This was followed by open house discussion in July that year and January in the following year.

TRAI preferred to have minimal interface in the provision of VAS services and thus it was decided

that no separate licensing for VAS would be sought.


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To address the various recommendations by TRAI and to acknowledge the comments by different

stakeholders various recommendations are addresses separately in the consultation document. For

better understanding of the aspects a similar treatment is meted out to the same here. The final

recommendations given by TRAI after taking into account the comments of the various stakeholders

are discussed here.

At present there is no uniformity in the licensing conditions of various telecom service providers

with regard to provision of Application Services. There is a need for clearly specifying the scope of

Application Services which can be applied uniformly across various licenses.

1. The Authority in its recommendations on Growth of Value Added Services and RegulatoryIssues dated 13th February 2009, recommended that the license provisions for value added

services be made applicable uniformly across all the access service licenses by amending all the

access service licenses inserting the following conditions:-

(i) The licensee may provide value added services and or additional facilities in case of anyvalue addition or up gradation that the technology permits subject to intimation about

provision of any value added service or additional facility along with details of provision

made for lawful interception and monitoring of these services or facilities at least 15 days

in advance before the introduction of these services or additional facilities;

(ii)Licensee may provide Value added services such as voice mail, audiotex services, videoconferencing, videotex, e-mail, Closed User Group (CUG) facilities over its network to

the subscribers falling within its Service Area.

(iii)Licensee may provide Internet Telephony, Internet Services; Broadband Services

including triple play i.e. voice, video & data and IPTV.

(iv)Licensee cannot provide Public mobile trunking service (PMRTS), closed users groupdomestic 64 kbps data network via INSAT satellites system and GMPCS which require a

separate license.

(v)All revenue earned by Licensee through these services mentioned in para (i), (ii) and (iii)above shall be counted towards the revenue for the purpose of paying license fee.


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The Authority recommends that following provisions for application services should be included in

the terms and conditions of existing licenses as well as in the proposed licenses under unified

licensing regime:

(i) The licensee may provide application services and additional facilities in case of anyvalue addition or up gradation that the technology permits subject to intimation to the

licensor and TRAI about provision of any application services or additional facility along

with details of provision made for lawful interception and monitoring of these services or

facilities at least 15 days in advance before the introduction of these services or additional

facilities;

(ii)The Licensee cannot provide any other application service which otherwise requires aseparate license.

2. The Authority recommends that:

(i) For allocation of Short codes to telecom service providers/licensees and licensedapplication service providers/content providers, a Short Code Council (SCC) will be set

up by TRAI.

(ii)Short codes will be allotted centrally through an online web based system in accordancewith the National Numbering Plan. Short codes will be allotted to both ASPs and TSPs

independently.

(iii)Short Code Council will also centrally manage the details of short codes allotted, type of

service provided under short code, tariff for the service and hosting details for application

services, which can be used by customers for discovering the services interactively.

(iv)Application service provider can launch the service only after online approval by theSCC. If the ASP/TSP/content provider wishes at a later date to run a new, modified or

additional application/content on the same short code, TSP/ASP/ content provider shall

update the same online for obtaining revised approval.

(v)Appropriate fee, one time and recurring charges, should be charged for allocation ofcommon short code by Short code Council so that only the genuine and serious content

provider/ application service provider/entity should seek the same.


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(vi)The service through allocated short code should be made operational within three monthsof allocation and intimated online about the date of operationalization of the common

short code by the concerned Application Service Provider/ entity/telecom access service

provider. If no such information is updated online within three months by

TSP/ASP/content provider for declaring the service operational, it shall be presumed that

the common short code has not been made operational and non-utilization of short code

for a period of more than three months will be subject to cancellation of short code and

reallocation to other applicants.

(vii) Telecom service providers should open the common short code within a fortnightafter the code is approved by the Short Code Council and update this information online

with Short Code Council. The orders/ directions/ regulations of DoT or TRAI, from time

to time, as the case may be, shall be applicable in this regard.

3. The Authority recommends that for spreading awareness regarding utility application services inrural and remote areas, awareness campaign for NeGP initiated by Department of Information

Technology (DIT) should be utilized. (para 2.75)

4. The Authority recommends that development of application services in Indian regional languagesshould be encouraged through suitable incentives.


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PRESENT SCENARIO

STATE OF THE INDUSTRY

Overall Mobile User Base in India

There are 929 million mobile subscribers in India, with about 597 million urban subscribers and 332

million rural subscribers according to TRAIs press release, dated May 31, 2012. According to the

same report, the overall wireless teledensity is about 76%. According to a TRAI report in October

2011, only 71% of the overall subscribers were active. Further according to a report by GSMA, 3G

connections are expected to grow more than 100 million by 2014, and India will be the second

largest global mobile broadband market. A large portion of this access to broadband is expected to

happen through mobiles. Suffice to say that India has leapfrogged from being almost a no-phone

nation with minuscule penetration to a mobile nation with nearly a billion subscribers in a country

of 1.2 billion people. According to market estimates from AC Nielsen, there are about 27 million

smartphone users in urban India and still growing.

Key Factors Impacting the Industry

Over the last year, several changes have impacted the mobile industry

TRAI regulations and strict enforcement of NCPR rules caused many small MobileEngagement Service providers to go out of business. A segment that was heavily fragmented

has undergone some consolidation.

Guidelines governing banking transaction message delivery requirements including use ofUSSD.

Competition among telecom operators has driven prices of telecom bearer channels lower,removing the affordability hurdle for Small and Medium Business (SMBs) / Small Office

Home Offices (SOHOs).

Smartphone adoption is rapidly increasing, with availability at low price points. This wouldallow more subscribers to access evolved Mobile Engagement solutions.


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Enterprise Mobile Engagement through m-Engagement platforms

Mobiles have become ubiquitous. Consequently, enterprises are constantly finding newer andeffective ways to engage with their customers and employees through mobile engagement platforms.

These m-Engagement platforms expose mobility as a service that can be used by enterprises and

SMEs for reaching out to their employees and their end-customers. At the same time, telecom

operators and platform providers are joining hands to provide such platforms were businesses can

create enterprise-grade mobile data services to reach their customers, generate and convert leads.

Increasing Engagement through Multiple ChannelsToday, businesses need a holistic and well-coordinated strategy for m-Engagement which

complements their other marketing medium. One such powerful marketing channel is the mobile

medium reaching more than 900 million Indian subscribers. In the past, mobile data services

platforms had largely focussed on SMS messaging as the means of engagement. However,

engagement over mobile can be over multiple channels; Voice and data channels, amongst others, act

as a complement to the text messaging channel through a well-integrated m-Engagement platform.

Today, these platforms are evolving to provide additional services such as interactive messaging,voice inbound and outbound, interactive voice response, USSD based communication, contests,

polls, Callback and Missed-call services etc. Feedback from business users indicates that they desire

more evolved services that encompass other enablers like network intelligence and customer profile

of mobile subscribers.

Mobile Engagement through Self-Serve platforms

More and more Enterprises, SMBs and SOHOs are using Mobility as a Service through platformswhere they can find resources and configure services with a high level of customization for their

needs. Such Self-Serve platforms allow users in various business functions to setup their own mobile

engagement services. This eliminates dependency on external vendors, or the need for long-lead,

expensive internal IT projects Configure it and Deploy it. Self-serve platforms provide

businesses the flexibility to modify their live services based on the usage and engagement with end

customers.


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NEED FOR STUDY

In the current scenario where there is considerable dearth of information on mobile data services

platforms in India and on how these platforms can be leveraged by businesses for their benefit. So

we felt the need for commissioning a study that can provide a holistic picture combined with detailed

analysis of the awareness and adoption of mobile technologies by enterprises.

This study will help in benchmarking the present state of awareness, use and purpose of use of

mobile platform for customer engagement. Also it will help platforms providers to recognize the

current state of the industry and future potential.

Thus far, the mobile industry has focused on aggregating numbers for mobile usage. While Mobile

Value Added Services (MVAS) provided consumers with information, entertainment and utility

services and generated incremental revenues for operators, the time is now ripe to move beyond

MVAS and focus on enterprise adoption of mobile technologies for greater business productivity.

A robust and proven mobile data services platform that can act as a bridge between operators and

enterprises is needed. Such a platform can drive enterprise adoption of mobiles and open up new

revenue streams for operators.

This study is aimed to understand the current state of mobile engagement platform awareness and

adoption in real estate and hospitality industry in Pune.

This study hopes to be a bellwether for the industry, facilitating on one hand, platform providers to

recognize the state of the industry, and enterprises to realize the mobility tools available at their

disposal for meeting their immediate and latent needs on the other.

The highlight of this report is a sector wise analysis of the state of the mobile platform awareness and

adoption. I hope the findings of this study will be useful to all those who are concerned and

connected with this company and with the Indian mobile industry.


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CHAPTER 4

LITERATURE REVIEW


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TELECOM SECTOR

SECTOR PROFILE

One of the worlds most progressive telecom markets- the Indian telecom industry has seen massive

investment by both private and government sectors in the previous decade. The success story and the

potential have attached newer players on the canvas due to which the intensity of competition has

paced up between domestic and foreign players, which as a result, has benefitted the end user.

Increasing network coverage and competitive tariffs- these are the two most prominent catalysts that

are contributing to the growth of the Indian Telecom Sector. Mobile telephony continues to fuel

growth in the Indian telecom sector with mobile subscriber base projected to grow at a CAGR of

around 6.6% during 2011-12 to 2014-15, according to RNCOS new research report Indian Telecom

Analysis (2008-2012).

SECTOR SIZE & GROWTH TRENDSThe growth pattern of previous years continued this year too. This year also witnessed a phenomenal

growth in the subscriber base in the telecom sector. At the end of the financial year the subscriber

base was 951.34 million, with mobile subscribers on their own being 919.17 million. The growth

trend in subscriber base experienced since mid-1990s continues to be on an upward swing. The status

of development of the various services of the telecom sector is outlined below.

WIRELESS

The wireless subscriber base was 867.08 million as on 31st March 2013 in comparison to the

subscriber base of 919.17 million as on 31st March 2012. It reduced 52.09 million subscribers in the

financial year 2012-13 registering an annual fall in growth rate of about -5.5%. The total subscriber

base of wireless services has grown from 165.11 million in March, 2007 to 867.08 million in March,

2013.


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Figure: Wireless Subscriber (in millions)

WIRELINE

The subscriber base of wireline subscribers as on 30th April 2013 was 30.21 million as compared to

32.17 million subscribers on 31st March, 2012 registering a decrease of 1.96 million subscribers

during the year 2012-13 registering an annual fall in growth rate of about -6.09%. Out of the 30.21

million wireline subscribers, 22.62 million are urban wireline Subscribers and the remaining 7.59

million are Rural Subscribers.

Figure: Wireline Subscriber (in millions)

165.11

261.07

391.76

584.32

811.59

919.17867.8

0

100

200

300

400

500

600

700

800

900

1000

2007 2008 2009 2010 2011 2012 2013

Number of subscribers


40.7338.42 37.36 36.96

34.73 32.1730.21

0

5

10

15

20

25

30

35

40

45

2007 2008 2009 2010 2011 2012 2013




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TELEDENSITY

The Tele-density at the end of April, 2013 reached the mark of 73.16 as compared to 78.66 at the endof previous year recording a decrease of nearly 5.50.

Figure: Growth of Teledensity

INTERNET SUBSCRIBERS

The Internet subscriber base in the country as on 31st March 2013 stood at 164.81 million.

Subscribers who accessed internet through wireless phone are about 143.20 Million. Total

narrowband and broadband subscribers (excluding subscribers who accessed internet through

wireless phones) is 21.61 million as compared to 22.86 million as on 31st March 2012, registering a

fall in annual growth rate of about -5.78%. The total broadband subscriber base has reached 15.05

million as on 31st March 2013 as compared to 13.81 million as on 31st March 2012 thereby

registering a net addition of 1.24 million broadband subscribers during the financial year 2012-13

with growth of -8.23%.

18.23

26.22

36.98

52.74

70.89

78.6673.16

0

10

20

30

40

50

60

70

80

90

2007 2008 2009 2010 2011 2012 2013

Teledensity

Teledensity


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The Internet Subscriber base consisting of narrowband ( 256 Kbps) for

the last six years is depicted in Figure.

Figure: Internet Subscriber (in millions)

KEY STATISTICS

REVENUE

The Total Revenue of the Telecom Service Sector went up from Rs.1,95,442 crore in 2011-12 to Rs.

1,22,000 crore in 2012-13 indicating a decrease of -37.57%. Gross revenue during the previousquarter (or the QE Mar-13) was Rs. 54283.78 Crore. And adjusted Gross Revenue (AGR) during the

quarter was Rs. 35279.50 Crores.

MAJOR PLAYERS

In terms of subscriber base and market share of GSM services, M/s Bharti with 181.28 million

subscriber base remains the largest followed by M/s Vodafone, M/s Idea/Spice, and M/s Reliance

with subscriber base of 150.47 million, 112.72 million and 96.99 million respectively. The market

Share of various GSM operators as on 31stMarch 2013 is given in this figure.

6.93 7.23 7.32 7.417.78

9.05

6.56

2.34

3.87

6.22

8.77

11.89

13.8115.05

9.27

11.1

13.54

16.18

19.67

22.8621.61

0

5

10

15

20

25

2007 2008 2009 2010 2011 2012 2013

Narrow Band

Broadband

Total


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Figure: Market Share (%) of GSM Operators (as on 31St March 2013)

In Cellular CDMA Services, in terms of subscriber base and market share, M/s Reliance with 56.06

million subscriber base remains the largest CDMA operator followed by M/s Tata and M/s Sistema

with subscriber base of 28.97 million, and 15.80 million respectively. The market share of different

CDMA operators as on 31st March 2013 is given in this figure.

Figure: Market Share (%) of CDMA Operators (as on 31St March 2013)

29.9

23

15.7

11.61

11.91

7.69

6.48 5.210.89

0.73

0.410.42 0.16

0.1Market share (%)

Bharti

Vodafone

Idea

BSNL

Relience

Aircel

Tata

Unitech

MTNL

3.81 0.240.03

53.3327.56

15.03

BSNL

HFCL

MTNL

RelienceTata

sistema


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MARKET DYNAMICS

The Indian mobile phone market is highly competitive with more than 150 device manufacturerstrying to woo the consumers with their offerings. Most of these producers focus their efforts on the

low-cost feature phone market, which constitutes over 91 per cent of overall mobile phone sales,

offering a huge scope for growth.

"India will add more Internet users than any country in the world over the next three years, as

average penetration rises from 10 per cent to 28 per cent," as per McKinsey and Co report. Besides,

with increased Internet penetration, 22 million jobs would be created by 2015.

The number of mobile banking transactions in India doubled to 5.6 million worth US$ 114.72

million in January 2013 from 2.8 million transactions worth US$ 35.06 million in January 2012.

CONTRIBUTION OF THE SECTOR TOWARDS GDP

Indias telecom sector was the poster boy for Indias growth story over the last decade. In last fouryears, the sector grew by 20% CAGR and the mobile subscriber base crossed 900 million, second

only to China. Telecom contributes approximately 3% to Indias GDP. More importantly

Telecommunications, along with Information Technology, has provided the platform for acceleration

of the economic and social growth of the country across all sectors. It has empowered the small

entrepreneur, whether it be a carpenter or an electrician, as much as it has facilitated the growth of

companies dependent on global e-Trade. The country is completely dependent on the instant voice

and data communication provided by the telecom networks; this dependency is irreversible.

The telecommunication sector contributed 8.53 per cent to the countrys Gross Domestic Product in

the first quarter of this year, according to the latest statistics released by the Nigerian

Communications Commission.

For years 2006, 2007, 2008, 2009, 2010, 2011, and 2012, the industry was said to have

contributed 1.91, 2.31, 2.92, 3.66, 4.56, 5.67 and 7.05 per cent, respectively to the GDP.


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MOBILE VALUE ADDED SERVICES

Based on a study of existing services in various parts of the world, and current needs of the country,

there appear to be four focus categories:

M-COMMERCE

M-Commerce services consists of payments, banking, and retail transactions over the mobile phone

such as person-to-person payments, bill payments etc. Internationally, M-PESA in Kenya is a great

success story where remittance services offered by Vodafone and Safaricom are being utilized by

approximately 27% of the population, monthly transactions are over $375 Mn. and users save up to

$3 per transaction. In India, players such as Spice, Oxicash, MChek, NGPay, ICICIs iMobile are

already offering some services in this area but these are mostly restricted to information services, and

some basic applications such as bill payments to select billers. However, there is plenty of activity

evolving in this area in India, on the regulatory and industry front. The RBI is contemplating

regulations to promote M-Commerce, without compromising on security, and also devising a

payments infrastructure to enable delivery of banking services to a larger section of society with the

help of the National Payments Corporation of India (NPCI). Thus, M-Commerce has the potential to

promote financial inclusion and foster economic growth for large sections of the Indian society, if all

key stakeholders work together effectively.

M-EDUCATION

M-Education services consists of training and learning related content, both in the sphere of formaleducation and non-formal and vocational training through mobile applications using SMS, WAP,

USSD etc. While most companies in India are largely focused on corporate learning or providing

examination alerts for major public examinations, there is tremendous scope for services such as

language training (text, audio, and interactive), mobile reading, broader adult literacy and vocational

training on specific subjects. In India, Spice, EnableM, Deltics, GCube Solutions, Tata DoCoMo are

some of the players in this area. Some countries such as South Africa have also adopted the mobile

phone as an integral part of the education system as it provides a platform to support and enable the

curriculum, providing self-tutorials, and interactive tutorials to children in subjects such as Maths


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(for example, the Dr. Math initiative in South Africa, launched on a social networking platform

called MXit has seen tremendous popularity with the South African teenage population). In India,

education is an area where the Government can take an initiative to put together a large scale mobile

education program, and private players can also look at potential areas of key consumer need,

especially in non-formal and adult education in order to harness the potential of M-Education in the

country.

M-HEALTH

M-Health is the services which use mobile devices to deliver health solutions such as health alerts,updates, and patient monitoring systems. M-Health is in a very nascent stage in India today but some

of the healthcare service providers and telcos such as AIIMS, Maestros Mediline Systems, Apollo

Hospitals, Aircel see a tremendous opportunity in the use of mobile applications for service delivery

as powerful applications can help to increase productivity and efficiency of their staff members, and

also increase their ability to reach patients. For example, an initiative being undertaken on a small

scale currently is teleradiology which enables physicians to view high resolution X-Ray reports on

their smart phone screens and instantly send back reports. This is an example of a relativelyadvanced application based service. Even simpler services such as information based services which

spread education and awareness around chronic diseases using simple IVR or SMS technology have

been found to be tremendously effective in countries such as South Africa (for AIDS), Mexico (for

heart disease). Governments such as the UAE government have a Health Authority which focuses on

using technology to collect data, send out reports, and provide instructions and health guides to all

citizens. As public health is a key development indicator for the Indian government, it could also

similarly look at an overarching M-Health initiative.

M-GOVERNANCE

M-Governance is the services which involve the strategy and utilization of all kinds of wireless and

mobile technology services, applications, and devices for improving the delivery of effective

government services for all citizens. In India, Bihar and Kerala are pioneers in the field of M-

Governance. The Bihar Government is using an SMS based system to monitor performance of

various schemes across districts. Kerala is planning to use mobile technology as an enhancement toits existing e-Governance platforms. Other governments such as Goa are also planning to deploy M-


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Governance services. Globally, governments in countries such as China, Dubai, Hong Kong,

Singapore, and Malaysia have deployed M-Governance services from basic information based

services such as natural disaster alerts to enabling polls through mobile phones. There are many

global examples of effective M-Governance services and India can draw from these examples to

devise an always-on governance system, which has the ability to connect and provide services to all

citizens more effectively, efficiently, and on a real time basis. Thus, there is plenty of scope to

develop and deploy Utility MVAS services in the country.

Figure depicts the share of different categories which comes under MVAS.


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MOBILE VAS MAKET POTENTIAL (INR BN)

& ITSSHARE OF TELECOM REVENUE

Figure depicts the following:

Data access will be the biggest revenue driver based on handset based access and CCD /dongles

CRBT will decline in revenue contribution due to poor per unit economics for carriers andend user affordability.

SMS penetration is expected to stabilize at the current levels due to consumer behaviour andliteracy issues unless local language can be introduced


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Growth is driven primarily by a forecasted 534 mn data users in 2015 across 2.5G, 3G and

4G, contributing 54% of total mobile VAS revenue.

Figure depicts the following:

Of an estimated active base of 1.1 bn subscribers in 2015, 154 mn subscribers are expected toaccess data on 2.5G and 314 mn subscribers on 3G

Adoption of mobile handset data will continue to grow, with reduction in price per MB forHSPA data, increasing penetration of feature-phones and smartphones, as well as availability

of content and applications

User base of 22 mn is expected on 3G handsets in 2011, contributing a data ARPU of INR133 in 2011 going down to INR 49 in 2015, with access accounting for a major share of the

revenues

EVDO dongles are expected to dominate the mobile broadband access market from PCs, asthey provide relatively better capacity and cost per MB than HSPA

4G / LTE dongle and CCD base is expected to reach 21 mn by 2015


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Opportunities

Experts claim that Mobile ramping would be faster than desktop Internet and bigger than what mostthink. The five trends converging would be 3G, Social Networking, VoIP, Video and Impressive

Mobile Devices.

Amongst the major MVAS services, Communication VAS services comprising of SMS, VideoCalls, MMS and Email is expected to cross Rs 20,000 crores by 2015 with a majority

contribution by SMS. Information VAS services comprising news and alert based services are

expected to cross Rs 7,900 crores by 2015. Entertainment VAS services comprising of Caller

Tunes among other things are expected to be the most profitable VAS segment and are expected

to reach Rs 25,000 crores by 2015. Multilingual content, application support around languages,

killer applications and readiness of handsets will drive this growth.

Among the factors that will affect future growth, is rising demand for regional and multi-lingualcontent; medical advice VAS; video calling and m-commerce leaving a large scope of growth.

Online gaming on mobile is expected to be a favourite among students. Growing Subscriber base. Evolving VAS users Availability of Smart phones. Innovative offerings. 3G rollout.

Challenges

The adoption rates are expected to remain low for m-commerce. SMS as a percentage of mobile VAS revenue is expected to decline to around 25% by 2015 from

current levels of around 60% according to PwC

Regional Entertainment based VAS services are expected to be in big demand and localizationand multi-lingual capabilities require more focus Revenue Sharing.

Consumer education and awareness. Devices and Technology. Dominance of prepaid subscribers


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ENTERPRISES MOBILE APPS

In 2012, there were more than 200,000 enterprise apps present worldwide and thats without

counting private enterprise app stores. But only a few of them actually met core enterprise needs.

This is one of the reasons enterprise app adoption has stayed at medium levels at best. One crucial

argument is the fact that level of individualization or customizationcant be met by generic app

store apps, which dont take target specific and unique enterprise needs. Currently in Q1 2013,

enterprise mobility solutions are fragmented and enterprises are looking for a holistic answer to fit

unique needs.

But things arent so bleak as they seem, for one major trend in 2013, is an increased awareness and

use of PaaS - which will enable non IT enterprise personnel to more effectively manage and build

apps for both employees and executives.
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The second trend affecting enterprise mobile apps adoption will be enterprises setting up their own

private app stores that will provide better security, app control and increased agility in solving issues

or achieving business objectives.

When looking at needs were also seeing the benefits they expect of enterprise mobile apps.A key

note that enterprise apps need to deliver is improved communications and efficiency to create

tangible business value. Generic apps that arent tailored to this idea will fail to help companies in

securing a competitive advantage and pioneer new ways of doing business.

Weve seen the needs; now lets see one effective solution that has changed the business culture by

redefining the B2E relationship, namely the BYOD approach. BYOD, or bring your own device,

basically means encouraging employees to bring their own devices, in this case smartphones and

tablets in the workplace. Coupled with enterprise apps, BYOD strategies have proven to be an

effective tool in fulfilling real enterprise needs and goals.

In a survey by Dell Quest Software, 56% of enterprise respondents said that BYOD had effectively

changed their business culture and organization. One of the key advantages of BYOD is that instead
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of investing in the (costly) purchase of new hardware and devices, companies can leverage the very

tools employees bring to the workplace. Namely, smartphones and tablets.

Coupled with effective MDM (mobile device management), BYOD strategies working side by side

with objective-tailored enterprise apps lead not only to reduced costs, but it changes the face of how

employees interact and work within companies themselves. Imagine a situation where a company

doesnt have to enforce a device-centric approach and can take advantage of multiple mobile

platforms to improve efficiency, business agility and be at a competitive advantage. Instead of

investing in devices, companies should focus on investing in getting the apps and data to the mobile

devices already present to their own employees and execs. As Dell Software Group CIO Carol

Fawcett stated: We found this approach allowed us to be much more strategic and enabled us to

focus on our biggest BYOD problems; security, access rights and data leakage. The results of this

latest BYOD survey reinforce the importance of putting users first in order to develop the most

effective policies and turn BYOD into a long-term, sustainable business benefit.

Over the next five years, 65 percent of enterprises will adopt a mobile device management (MDM)

solution for their corporate liable users, according to Gartner, Inc. With the increased functionality of

smartphones, and the increasing popularity of tablets, much of the network traffic and corporate data

that was once the primary domain of enterprise PCs is now being shifted to mobile devices. "The era

of the PC has ended. Employees are becoming more mobile and looking for ways to still be

connected wherever work needs to be done," said Phil Redman, research vice president at Gartner.

"The convenience and productivity gains that mobile devices bring are too tempting for most

companies and their employees. Securing corporate data on mobile devices is a big challenge, but

one that companies must embrace. Enterprises are struggling with how to support and secure this

dynamic workforce."

CONCLUSION AND RECAP-Its a buyersmarket as they say for enterprise apps. The need and

demand is there, the benefits and competitive advantages are rich and enterprises are looking for

ways to augment their businesses. 2013 promises big leaps in the proliferation of better hardware

especially tablets which are more used in enterprises than smartphones which, coupled with the

awareness of PaaS and BYOD integration, enterprise app adoption can grow to a greater keystrategic differentiator in enterprise mobility.


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Mobile enterprise: Are businesses prepared to take

advantage of this opportunity?

A new research forecasts that the enterprise mobility market will reach $1.6 billion in 2014 with

enterprises tapping into the mobile platform to extend business services and internal applications,

and improve productivity.

However, in spite of the growth prospects, businesses are facing challenges around platform

integration and mobile fragmentation which hinder the quick adoption of effective mobile enterprise

strategies. These challenges bring forward the pressing need of skilled mobile application developers

and innovative solutions that can cater to the needs of the mobile enterprise market. The increased

demand for mobile engineers, which affects large companies and fast-growing start-ups alike, is

emerging as a key bottleneck as companies struggle to capitalize on the fast growth of smartphones

and other mobile devices.

Early this yearGoogle announced its plans to hire top mobile application development talent while

recruiters reported a record demand for mobile engineers with vacancies for Android developers

rocketing by 424% in the space of a year. As enterprises are increasingly looking to take advantage

of enterprise mobility, it becomes clear that most of the companies are not prepared to deal with the

challenges on their own.

Mobile computing is fundamentally different from traditional enterprise computing models and

enterprises need to adopt solutions and business strategies which are specifically tailored to the

mobile platform.
http://pr-usa.net/index.php?option=com_content&task=view&id=687683&Itemid=29http://online.wsj.com/article/SB10001424052748704547604576263200170918660.html?KEYWORDS=mobile+applicationshttp://www.zdnet.com/blog/google/google-hiring-mobile-app-developersand-6000-other-googlers/2770http://www.job.com/career-advice/tech-jobs/mobile-app-skills-enjoy-increasing-demand-.htmlhttp://www.i-programmer.info/news/83-mobliephone/2334-mobile-developers-in-demand.htmlhttp://www.i-programmer.info/news/83-mobliephone/2334-mobile-developers-in-demand.htmlhttp://www.job.com/career-advice/tech-jobs/mobile-app-skills-enjoy-increasing-demand-.htmlhttp://www.zdnet.com/blog/google/google-hiring-mobile-app-developersand-6000-other-googlers/2770http://online.wsj.com/article/SB10001424052748704547604576263200170918660.html?KEYWORDS=mobile+applicationshttp://pr-usa.net/index.php?option=com_content&task=view&id=687683&Itemid=29


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More BYOD businesses adopting enterprise mobility solutions

Enterprise mobility solutions are being adopted more frequently than in the past. The amount of cell

phone users continues to increase, with the majority owning a smartphone. The implementation of

BYOD and mobility opportunities can entice millennial employees, empowering the workers to

multi-task and conduct business from home, according to Something Creative CEO Jen Cohen

Crompton. Through mobility options, users can access information in any location in the way that is

most convenient for them without sacrificing the security of their device or company data. Mobile

business applications have also become more popular to keep employees on track and optimizepersonal phones for use on the job. This way, they can work with secure apps without having to

worry about compromising company data or losing their own information.

"While it won't be easy, to do this successfully, consider four main steps that could make the process

a little more organized and mitigate some of the potential risks and pitfalls," Crompton wrote. "The

steps include: choosing a partner, building a strategy, creating use-case scenarios, and building a

roadmap for deployment."

Enterprise mobility solutions have changed the way that organizations use their communications

system and how workers approach their jobs. With more remote work opportunities and custom

business applications, companies can better utilize personal devices for overall success.

ENABLING THE MOBILE-FIRST ENTERPRISE

Enterprise mobility has evolved from being a fancy requirement to become

one of the top priorities of most organizations.

It has taken more than five years, but the first phase of integrating mobile into enterprises is almost

over. Enterprise mobility is evolving. The first generation of enterprise mobile solutions focused on

the management of mobile devices (MDM), enabling traditional email applications and the


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occasional custom mobile app. It is time to take the next step. A new generation of mobile

technologies is helping enterprises to reimagine entire business processes from a mobile-centric

standpoint. This movement is starting to be known in the industry as the mobile-first enterprise.

This is an attractive concept for most organizations. But, building the mobile-first enterprise is far

from an easy endeavour. Based on our experience, this type of transformational movement is a long-

term process that requires various foundational components from both the technological and

organizational standpoint.

What are the elements that can help to enable the mobile-first enterprise? Some of the ideas listed

below might help.

BYOD Is An Enabler, Not The End Goal

The bring your own device movement has become a catalyst to the evolution of enterprise mobility

solutions. Empowering employees to use their own tablets and smartphones for work-related

activities has become a core characteristic of the modern enterprise.

However, most organizations are still building the required security, management and compliance

infrastructure to enable a BYOD environment. To evolve, organizations must realize that BYOD by

itself is just a starting point to build the mobile-first enterprise. Not the end result.

Enabling mobile-first enterprise applications and business processes that access corporate data from

personal devices in a secure and efficient manner is the true end goal of the mobile-first enterprise.

Beyond MDM

Mobile Device Management (MDM) has been at the centre of the first generation of enterprise

mobile. The ability to manage and secure smartphones/tablets has been seen as a key element of any

enterprise mobile infrastructure. Consequently, in recent years, the market is experiencing an

explosion on the number of MDM technologies claiming to be the silver bullet to enable an

enterprise mobile infrastructure.


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Managing connected devices is not enough to implement mobile-first enterprise applications.

Expanding beyond MDM and focusing on managing the enterprise mobile applications and the

corresponding business data in your infrastructure are, arguably, more relevant capabilities to enable

the mobile-first enterprise.

Contextualizing and Mobilizing Business Data

One of the holy grails of enterprise mobile infrastructure is to enable mobile applications to leverage

data hosted in corporate business systems. It may be conceptually trivial, but the process of

mobilizing business data can be extremely challenging.

In order to enable a mobile-first enterprise experience, organizations need to build the infrastructure

to contextualize business data so that it can be effectively consumed on enterprise mobile

applications. While technologically challenging, building the infrastructure to effectively mobilize

data from corporate systems can drastically simplify the experience of incrementally building

enterprise mobile applications.

Mobilizing Existing Business Processes

Some of the most successful organizations are the ones that have been able to redefine existing

business processes using a mobile-first approach. In this model, traditional business capabilities

enabled via a desktop experience will be simplified and redesigned for smartphones or tablets in

order to provide an optimal productivity experience.

Creating Mobile-First Business ProcessesIn addition, enterprises are starting to create new business processes to enable new business

capabilities using a mobile-first paradigm. Mobile point-of-sale (POS) or mobile customer

relationship management (CRM) systems are some of the best examples of mobile-first business

processes being enabled in todays enterprises. This type of mobile-centric business capabilities is a

key element in the DNA of the mobile-first enterprise and helps organizations achieve greater

differentiation and agility in the current mobile economy.


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Leverage Mobile-First Business Apps

The previous sections have highlighted the importance of building the infrastructure to implementnew enterprise mobile apps as an essential element to enable the mobile-first enterprise. Equally

important, is for organizations to invest in the infrastructure required to adopt domain-specific

mobile business apps available in the marketplace.

As the adoption of mobile technologies increases in the enterprise, we are starting to witness a new

generation of mobile-first business apps that are redefining both horizontal and vertical business

capabilities. Enabling the infrastructure to adopt those new mobile business apps in an efficient,

secure approach tailored to your enterprise can improve the journey to the mobile-first enterprise.

The What, Why, Who and How of Enterprise

Mobility Adoption

The how of enterprise mobility adoption

How did enterprise mobility adoption evolve over the last 10 years? Adoption of enterprise mobile

solutions and strategies came in three waves.

In Wave 1 enterprises focused on making common internal productivity applications available for

mobile users. Personal Information Management (PIM) including email, calendar, and contacts

became the killer applications driven mainly by the BlackBerry universe. Much of the enterprise

world is still in this wave but moving rapidly forward to the next wave.

The iPhone, iPad, and the Google Android devices ushered in Wave 2. Enterprises realized that they

can reach their customers (particularly in the B2C world) by developing user-friendly and rich

applications.

In Waves 1 and 2 of the enterprise mobility spectrum, enterprises made their existing applications

available in a mobile context and also experimented to see what value would come out of mobility.
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We are now at the cusp of Wave 3, where some forward-looking enterprises innovate to discover

that the greatest value of mobility is in enabling them to be more competitive in their markets so they

can gain new customers and improve existing customers satisfaction. The 16 use cases and 6 case

studies in the report clearly demonstrate that some companies are innovating their way to a

significant competitive advantage.

The why of enterprise mobility adoption

Why are enterprises adopting mobility? What are the most important reasons for moving to mobility?

Most enterprises now operate in a 24/7 global environment and depend on mobility as key to timely,effective communications in such areas as:

Sales and marketing field activities Customer support through real-time information Supply chain management Executives on the road

A lot of work these days is not tied to a desk or a

desk

mba project work - a study of mobile platform awareness and adoption by enterprises

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