My blog post Apple Infiltrates The Enterprise: 1/5 Of Global Info Workers Use Apple Products For Work! got lots of visibility because of how hot Apple is right now, but our data is much broader than just Apple. Our Forrsights Workforce and Hardware surveys have lots more data about all types of PCs and smart devices that information workers use for work, including types of operating systems — and we even know about what personal-only devices they have.
For example, as of the fall of 2011, the top three smartphone OSes have essentially the same share of the installed base of smartphones used for work by information workers across the globe (full-time workers in companies with 20 or employees who use a PC, tablet, or smartphone for work one hour or more per day). See the chart below and the reference in the Monday, January 30, New York Times article on Blackberry in Europe.
It's that time of year again! Next week I'm headed to Las Vegas for CES 2012, along with 140,000 other people (bring your hand sanitizer!). Here's what I'll be looking for among the masses of gadgets:
Tablets: Ice Cream Sandwich, Windows 8, and all the rest. Last year, there were more than 80 tablets that debuted at CES. This year, I expect the field to be whittled down some, but there will be plenty of CE manufacturers strutting their stuff. Look for new Android 4.0 tablets from Motorola, Toshiba, Acer, and others. Will they sell better than last year? I don't expect to see any barn-burners, but there's reason to be optimistic: The percentage of US tablet shoppers who say they prefer Android as the operating system on that tablet doubled from 9% to 18% between January and September 2011. Meanwhile, the percentage of tablet shoppers who say they prefer Windows decreased from 46% to 25% — still more than those who prefer Android. We'll be looking for the dazzling Windows 8 demos at the Microsoft booth and elsewhere. In addition, we'll be looking at how smaller companies are using Android as an enabling platform but building their own curated experience on top. For example, I'm meeting with Jean-Yves Hepp to check out the Qooq, an Android-based tablet optimized for cooking and kitchen use that's selling well in France.
Carrier IQ software, which consists of embedded software on mobile devices and server-side analytics applications, enables mobile operators and device OEMs to understand in detail a wide range of performance and usage characteristics of mobile services and devices. These include both network-facing services such as core voice and data offerings, as well as non-network-facing capabilities such as music players, cameras and other side loaded media, in order to assist with product and service development and roll-out [emphasis added].
Customer Intelligence is not a spying operation. The promise of CI is not reductively commercial. Instead, proper CI practices help businesses – with their customers' consent – to understand the preferences and needs of their customers. Firms also use CI processes and technologies to determine and enforce an optimal and respectful relationship with customers.
What lessons does the Carrier IQ incident highlight?
CI pros have an ethical responsibility to customers.CI pros are customer advocates after all. They cannot truly represent customers unless they also help their employers understand appropriate boundaries for data capture. Helping customers also helps businesses, protecting firms from the risk of public outrage and litigation. CI pros: Help your employers understand when data capture goes too far.
Thanks to the phenomenal popularity of Apple’s iPhone and Android’s growing traction — more than 550,000 Android devices are activated each day — many product strategists tend to assume that smartphones are a mass-market phenomenon.
The reality is that in a global population with more than 5 billion subscriptions, smartphones are still niche. However, in the US and some European countries, smartphone penetration is racing past 25%; smartphones are going mainstream, albeit at a varying pace across the globe.
Consumer product strategists should anticipate the consequences of moving from a smartphone target audience of early adopters to one that is more mainstream.
When targeting the second wave of smartphone users, we believe strategists should:
Design specific mobile products by better understanding new smartphone owners. New segments of smartphone owners will emerge, with a much more diverse profile than the first wave of smartphone early adopters. One way to obtain more detailed information about these consumers is to use the basic connectivity of the smartphone to establish the beginnings of a digital customer relationship. The promise of ongoing product upgrades is one incentive that may convince these new customers to share their information, but free content such as an application is more likely to win their confidence.
Carefully monitor new smartphone owners’ usage. There is always a huge gap between the features available on a smartphone and the actual use of these features. It is critical to constantly analyze how smartphone users are using their devices; this will allow strategists to optimize the road maps not only for new devices but also for those products and services to be delivered to the second wave of smartphone users.
It’s a couple of days after Google announced its intentions to jump headfirst into the hardware business. By now everyone — including my colleagues Charles Golvin and John McCarthy — have expressed their thoughts about what this means for Apple, Microsoft, RIM, and all of the Android-based smartphone manufacturers. This is not another one of those blog posts.
What I really want to highlight is something more profound, and more relevant to all of you out there who might classify your day job as “product strategy.” To you, the Google/Moto deal is just one signal — however faint — coming through the static noise of today’s M&As, IPOs, and new product launches. But if you tune in and listen carefully, two things become crystal clear:
The lines between entire industries are blurring. Google — and some of the other firms I mentioned above — are just high profile examples of companies that are diversifying their product portfolio, and the very industries in which they play. There are several instances of this over the past "digital decade." What's different now is the increased frequency of the occurrences.
Google sent shock waves through the mobile world this morning as it announced a planned acquisition of Motorola Mobility for $12.5 billion in cash. The initial commentary has largely focused around Motorola’s patent portfolio, how this will affect the other Android manufacturers, and what Google will do with the rest of Moto’s hardware business which my colleague John McCarthy summed up nicely in his blog post.
So what kind of an impact does this have on infrastructure and operations (I&O) professionals? For the most part, not much of one. I&O professionals are working to make their organizations platform-agnostic by deploying mobile device management (MDM) solutions. For them, Android is only one in an increasingly crowded space of platforms including iOS, Blackberry, and Windows 7 Mobile.
Still, there is one interesting implication in this deal that I&O pros should take note of — Google gets 3LM. Back in February Motorola Mobility acquired 3LM, a startup including former Google employees who worked on Android, which specializes in enterprise security and management software. Rumors had already been flying that some of the 3LM functionality like storage encryption and anti-malware would be included in the next version of Android (Ice Cream Sandwich). With 3LM now a part of Google, firms might finally management and security capabilities I&O and security pros have been asking for in Android.
Supporting non-BlackBerry mobile devices is a priority for every company I speak with these days. Regardless of industry and size, firms are bringing in mobile device management (MDM) solutions alongside their BES to manage the increasing number of Android and iOS devices that are in their employees’ hands.
Now let’s be clear, even with these MDM solutions in place I&O professionals should not expect the same levels of security and management for Android and iOS that they’ve come to know on BlackBerry with a BES, yet. Ultimately these MDM solutions are limited by Apple and Google’s APIs, but eventually they will have all of the necessary components to challenge RIM’s position as the enterprise mobile device, especially as more companies allow personal devices inside their networks.
RIM is obviously putting a lot of work into combating the market share erosion it’s seeing in the hardware and platform space, but what about device management? With well over 25 vendors in the MDM space currently, the fight is on for who will manage mobile devices moving forward. Cue RIM’s announcement last week at BlackBerry World stating that it will expand BES and BES Express support to include both Android and iOS devices later this year, you can feel the other MDM vendors collectively shudder.
Rarely a mobile conference goes by without this debate popping up: Should you build a mobile website or an application? I don’t think it really matters; in fact, I’d say it is irrelevant. This is just one of many topics where technology leads marketing by the nose— as is often the case in the mobile industry! Product strategists often forget to ask themselves the right questions: which product and services, for which audiences, at what cost, and when?
Consumer product strategists designing product experiences for mobile phones and smartphones must decide on their development priorities across the mobile Web and apps. While some believe this is a fundamental “either/or” choice, current consumer behavior suggests that consumers are using both. More than half of European (and 60% of US) consumers who download apps at least monthly also access the Internet via their mobile phones at least daily. In short, heavy app users are also heavy mobile Web users. The more frequently consumers access the Internet via their mobile phones, the more likely they are to download apps at least monthly. More than 10 billion apps have been downloaded cumulatively since the launch of the Apple App Store — the majority of them via iPhones. But this doesn’t stop iPhone owners from being the most frequent mobile Internet users: 72% of European iPhone owners (and 63% of US iPhone owners) access the mobile Internet on a daily basis.
Today, Amazon announced the Amazon Cloud Drive. I think it is the first salvo in a series of steps that will lead Amazon to compete directly for the primary computing platform for individuals, as an online platform, as a device operating system, and as a maker of branded tablets.
Much of the attention is going to the Amazon Cloud Player, announced at the same time, which enables customers to stream music stored in Cloud Drive – Forrester’s Mark Mulligan blogged about that for Consumer Product Strategists (Amazon Beats Apple and Google to the Locker Room). But the general purpose design of Cloud Drive, combined with the long-term opportunities for personal cloud services, lead to a really interesting set of possibilities and insights into Amazon’s long-term strategy for Vendor Strategists trying to sort out the technologies and players of next-generation personal computing platforms.
Tablets are a red hot topic since the launch of Apple’s iPad more than a year ago. Tablets are the most visible aspect of a broader topic on the minds of vendor strategists – the consumerization of IT. Consumerization is defined variously as using personal devices for work, pay-per-use payment models, spending personal money for work-related cloud services, and employee self-provisioning of IT capacity outside the oversight of IT. In our annual Forrsights Hardware Survey, Q3 2010, we asked IT infrastructure buyers responsible for supporting end user computing about a variety of topics related to consumerization of IT and learned that:
The IT organizations in 26% of enterprises (firms with 1000 employees or more) were planning to implement or had implemented general purpose touchscreen tablets such as the Apple iPad. Of that total, 4% reported they’d already implemented, and 17% were already piloting by Q3, 2010, approximately 6 months after the launch of this brand new category. SMBs, firms with 999 employees or less, were lower at 18% planning or implemented.
Only 2% of firms, large and small, reported implementing or piloting bring-your-own-PC models, despite several years of hype among the desktop virtualization software vendors about this model. We expect this PC deployment model to grow, but it’s not a broad trend yet.
Firms are using more consumer-style Web applications on PCs, with 84% firms increasing their use of Web applications. But they’re not abandoning locally installed applications. 55% of firms are increasing or staying the same on their use of installed applications, while only 4% are seriously reducing use.