For our Forrsights Workforce survey, Forrester annually surveys information workers.* I’m leading final preparation of our Forrsights Workforce survey focused on end user hardware and aimed at five major markets – the US, Canada, the UK, France, and Germany. By end user hardware, we primarily mean PC/Macs, tablets, and smartphones, but we may also focus a bit on peripherals. And we hope to mirror some of the questions from the Forrsights IT Hardware survey, which we develop after this one, so that we can compare results from this information worker survey to what IT buyers report in their survey. Analyst Heidi Shey is working on the other half of the survey, which will focus on security issues.
Below are the hypotheses and topics we plan to explore in the survey. Please give them a quick read, then post or email feedback by Friday, April 12 (Tuesday, April 16 at the very latest). If you are a Forrester client and would like to see a survey draft, please email your account rep and me.
These are statements of ideas we are planning to test in the survey questions, which are designed to confirm or disprove the idea. But we probably can’t fit all of these, so please help us prioritize – especially if you are a Forrsights Workforce client!
Have multiple devices used for work, including many that are personally chosen and/or owned; they spend significant money on devices used regularly for work; and they expect to continue doing so.
Often blend work and personal tasks on the same device, despite employer policies to the contrary.
I was at an industry conference recently, standing in the booth of a large PC maker while being indoctrinated with the latest word: "You can manage it with existing tools!" - a marketing director beamed, as he waved a new Windows 8 tablet under my nose. He seemed so happy I thought for a second he might grab my hand and drag me skipping through the tradeshow floor followed by a troupe of merry singing penguins, like a sort of demented convention center edition of Mary Poppins.
Apple ignited the smartphone market with the innovative, super-desirable iPhone. But is the company’s innovation engine starting to sputter? That’s the question I pose to Forrester mobile analysts Jeffrey Hammond and Michael Facemire in this episode of TechnoPolitics. Of course, the answer isn’t so simple. Apple’s ultimate challenge is not about tit-for-tat feature innovation. Jeffrey Hammond says that this is a battle between two fundamentally different innovation models: directed innovation and open innovation. Apple is the high church of directed innovation, whereas Google’s approach is to let a thousand flowers bloom. Both mobile platforms have been enormously successful. But Michael Facemire thinks that conditions are ripe for the open innovation model to dominate. Jeffrey and Michael have amazing insights that you can only get at TechnoPolitics.
Every year for the past few years, I've been revisiting our mobile trends predictions. So let’s do it again for the 2012 Mobile Trends post I put together a year ago with my colleague Julie Ask.
So many things happened in 2012 that it's difficult to sum up the year. We’ve passed three key milestones in 2012: more than 1 million apps available, more than 100 million tablets and more than 1 billion smartphones in consumers’ pockets!
Let’s take a look at some of the key trends we highlighted last year. We expected product strategists to work with other roles to:
· Develop a scalable approach to delivering mobile services. Most advanced organizations took a more strategic approach to building and spreading institutional knowledge as well as governance for the development of mobile services. However, the majority still do not coordinate their approach between marketing, IT, agencies, and vendors.
· Craft a mobile strategy that expands beyond phones. Only the most advanced players differentiated their tablet strategies. I know of a leading online retailer that is now generating 10% of its overall online sales via tablets because of the launch of an iPad app only eight months ago! However, most players still lump smartphones and tablets into the same “mobile” bucket without understanding the differences in the context of use.
Unlike Ovi a couple of years ago, this brand will speak for itself. This is all about interaction with places around you, about context. Thanks to a best-of-breed product experience, Nokia is well positioned to deliver the most differentiated location experience.
During “Mapplegate” at the launch of iOS 6, my colleague Ted Schadler explained why it was a strategic imperative for Apple to do its own maps. However, at that time, most consumers and observers were comparing only Apple and Google Maps. The harsh reality was that Nokia couldn’t leverage its strength in the location-based space without an umbrella brand like “here.”
Make no mistake: This is not “HERE by Nokia” or any other form of sub-brand. This is an independent brand. Why? Because the opportunity is bigger than just Nokia.
This is about addressing different types of connected devices — not just mobile phones but also tablets, connected cars, and wearables. As such, “HERE” could play a pivotal role in helping Nokia leverage tomorrow’s new mobile form factors.
Windows 8 is a make or break product launch for Microsoft. Windows will endure a slow start as traditional PC users delay upgrades, while those eager for Windows tablets jump in. After a slow start in 2013, Windows 8 will take hold in 2014, keeping Microsoft relevant and the master of the PC market, but simply a contender in tablets, and a distant third in smartphones.
Microsoft has long dominated PC units, with something more than 95% sales. The incremental gains of Apple’s Mac products over the last five years haven’t really changed that reality. But the tremendous growth of smartphones, and then tablets, has. If you combine all the unit sales of personal devices, Microsoft’s share of units has shrunk drastically to about 30% in 2012.
It’s hard to absorb the reality of the shift without a picture, so in the report “Windows: The Next Five Years,” we estimated and forecast the unit sales of PCs, smartphones, and tablets from 2008 to 2016 to create a visual. As you can see below in the chart of unit sales, Microsoft has and will continue to grow unit sales of Windows and Windows Phone. But the mobile market grew very fast in the last five years, while Microsoft had tiny share in smartphones and no share in tablets.
If you look at the results by share of all personal devices, below, you can see how big a shift happened over the last five years as smartphone units exploded and the iPad took hold.
Since the beginning of the year (with a peak in July, thanks to this Bloomberg article), there have been rumors that Apple would launch an iPad mini with a 7.85-inch display. Speculation is now high that the launch could be announced October 17 — a week prior to the big Microsoft buzz about Windows 8 and in due time for the holiday rush and the seasonal year-end sales — in an attempt to lock new tablet buyers in to the iOS ecosystem. The biggest iPad mini conundrum is likely to be pricing — making sure that the new device remains competitive in the face of the iPad 2 and iPad 3 and the newly launched iPod Touch but also with Google's $199 Nexus 7 and the new $199 Kindle Fire HD. Don’t count on me to comment on rumors and share my personal take on the features the device could have, etc. Some of my colleagues are better placed than I am to make a call and will do so in due time.
Let’s step back from the hype for one moment.
It took two years for Apple to sell 67 million iPads versus 24 years to sell 67 million Macs. It took the company two years to sell one million iPods. Arguably, the iPod, coupled with the iTunes ecosystem, disrupted the music industry. Needless to say, new connected devices — mostly smartphones and tablets — will be even more disruptive. Forrester forecasts an installed base of 760 million tablets globally by 2016, and my colleague Frank Gillett has explained why we believe that tablets will run the personal computing landscape at work and at home.
Quick review: iPhone launches in 2007. CIOs don't care. I perk up. 2008. Apple launches App Store and Exchange ActiveSync support. CIOs start to wake up. Kraft's Dave Dietrich uses iPhone to revitalize Kraft's technology culture. As a software developer, my spidey senses start tingling. 2009-10. Apple adds hardware encryption, hooks to device management suppliers like MobileIron and Good Technology and Boxtone, a hundred million customers, and oh yeah, CEOs start bringing Christmas iPads to work and asking for email support. 2011. Apple App Store really picks up steam. (Android does, too.) iPad at work reaches 67% of the installed base according to our global information worker survey of 10,000 of your employees. iPhone gets slimmer, and Apple sells more of them than ever.
Now it's 2012. Apple sells over half a billion iOS devices since 2007. Apple is the major go-to smartphone for CIOs coming off a BlackBerry addiction. Apple is the dominant supplier of business tablets. Microsoft introduces v8 of its Windows Phone OS (not so many of them sold yet) and announces a tablet. And as colleague Thomas Husson points out, Google lights up 1.3 million Android devices a day. And Apple launches iPhone 5 running iOS 6.
So what does this announcement mean for CIOs? I'd say, CIOs need to tune into popular culture and divine what's happening in the consumer market. Because whither goeth the consumer market goeth the business market. You heard it here. Here's what iPhone5 means for the enterprise:
A lot has changed in a year. Samsung sold 20 million Galaxy S III devices this summer, while Google recently announced that more than 1.3 million Android devices are activated each day — and that it would soon reach the milestone of 0.5 billion Android users. The San José court’s recent decision to fine Samsung $1 billion for copying Apple raised a number of complex questions regarding what exactly innovation means in the smartphone era. While it badly affected Samsung’s brand image, Samsung has a larger portfolio of mobile devices and has also proved it was able to innovate with the Note.
Even more so than a year ago, Apple’s product strategists face an ongoing paradox: maintaining premium leadership with an annual product renewal while tapping the rapidly “mainstreaming” global smartphone market. Consequently, expectations were extremely high — often irrationally so — that Apple would once again truly innovate with hardware design and features.