Mobile Value-Chain:

Perspectives on Enterprise
Mobility

Sundeep Gupta
Director of Product Management & Marketing
Orative Corporation
July 29thth 2006
 Agenda

Trends shaping Mobility

Enterprise Mobility
Opportunities & Challenges
 Why Mobility?

Anywhere
Lifestyle
Access

Content
&
Applications
Convergence
 Wireless Drives Mobility

Global
Satellite

Suburban Urban
In-Building

Picocell
Microcell
Macrocell

Source: ITU World Telecommunication Development Report

 Converged Content
& Apps
Gaming
Digital
Photography
Books /
Publishing

Calendar
& Journal

Digital
Fax/Phone
Audio

PC / Internet

SOURCE: IDC
 Life Style

Always On
Globalization
Virtualization
Rapid Response
Fashion
 Network Convergence

Internet
PSTN Mobile (~ 1.5B Users)
(~3 B Users)
~3 B Users
 Mobile Lifestyle is
Here

Community Presence Lifestyle

Enhanced
and LBS Gaming Messaging
Browsing
(IM-email)

Mobile TV

Imaging
Enterprise
Apps
Voice
Music (VOIP, P2T)
SOURCE: IDC
 Basic Segmentation

Service Enterprises
Providers
INFRASTRUCTURE APPS

Applications
Service Mgt

Core

Access
 Major Players
(NA-centric View)

©IDC, 2006
 Total Mobility Market

500 $862B
450
400
350
300
250 $689B
200
Operator Wireless Voice Svcs
150 Operator Wireless Data Svcs
100 Devices (PDAs, phones, etc.)
Mobile & Wireless Infrastructure
50 Wireless Infrastructure Svcs
0 WW WLAN Equipment
Mobile Middleware
2005 2006
2007 2008
2009
SOURCE: IDC
 Agenda

Trends shaping Mobility

Enterprise Mobility
Opportunities & Challenges
What is Enterprise
Mobility?
 Unified Communications
Drives Mobility
Across E-Mail
Devices

Across Team
Networks Workspaces

Identity
& Presence
Calendaring Instant
Messaging
& VoIP

Source: Microsoft MEDC Application Web & Video

Integration Conferencing
 Microsoft’s Mobile
Vision
Pocket PC Phone
Smartphone • View and some data
• Integrated phone entry
with PDA • Integrated PDA with
phone
• Interoperability with Mobile/Tablet PC
Office, Exchange • Complex document
and SQL Server
(-)

authoring, editing and

active reading
• Note taking and ink
Smart annotating
Portability

Personal • Keyboard centric at the

Objects desk, pen & keyboard
• One-
One-way away from the desk
network • Keyboard, mouse plus
• Information pen, ink, and speech
consumption input methods
(+)

Windows Mobile
SOURCE: MICROSOFT
(-) Functionality (+)
 Agenda

Trends shaping Mobility

Enterprise Mobility
Opportunities & Challenges
 Opportunities
Device-Centric Infrastructure-Centric
Personalization Architectural change
Applications Integration services
– Consumer apps Services delivery platforms
– Business apps Applications and services
Device Servers
management
OSS, BSS
Security
Device management
Mobile
commerce Real-time billing
Security
 Why Enterprises Buy
From Startups
Point solution meets specific need
– E.g superior vertical application
Imminent problem with clear resolution
– Mobile device security
Incumbent vendors are not ready
– Presence enabled unified communications
Waiting causes damage
– WLAN IPS
ROI on first use
– Software distribution, SSL VPN
Beta site opportunity
– VoWLAN
Standards still evolving
SOURCE: GARTNER
 Seizing the Opportunity
Where is the demand?
– How strong is it?
– Who is influencing it?
How to segment?
– Infrastructure Vs. Application
– Platform vs. Point Product
– Business vs. Consumer
– By user segment
 Seizing the Opportunity

Which Business Model?

Where are you in the value chain?
What interface?
Which standards?
 Where Do You Want
to Play?
Applications provide 
efficient access to
Application content Content
Application Content
Developers
Developers Providers
Providers
Network  Content sites must develop 
Operators need
brand and drive greater
applications to 
enhance  accessibility
Content must meet 
services target customer 
Source: Constance & Gower, MIT

segments needs

Consumer agrees on service 
Network  contract End‐User
Network  End‐User
Operators
Operators VARs sell service 
Consumer
Consumer
contracts
as middleman VARs sell 
Device must gain  devices as
Retail 
Retail  middleman
network access
VAR
VAR
Infrastructure facilitates 
network management Users must be able to 
operate device 
Infrastructure
Infrastructure Device 
Device 
Provider
Provider Manufacturers
Manufacturers
Compatibility
 Where in the World?
2006 GDP Growth
9.8%

6.8%
6.0%

3.3%

1.9% 1.9%

U.S. Western Japan China India Russia

Europe
Source: IDC
 Varying Global
Adoption & Acceptance

SOURCE: Chetan Sharma Consulting

 Technology & Standards
Soup… Many Moving

SOURCE: GARTNER
Handsets Evolving…
FAST
 Understand Four Pillars
of Mobile App Dev
Data Network
Mgt UI
Awareness
Power
Awareness
 Startup Success Means
Stay in Business
Anticipate Market
– Understand eco-system and evolutionary
forces
– Vision and Faith
– Luck
Be Clear
– Tool vs. Infrastructure
– Product vs. Service
– Business vs. Consumer

SOURCE: GARTNER
 Thank You

Sundeep Gupta (BITS ’89)

– sundeep.gupta at gmail.com