As the new analyst on the block at Forrester, the first question everyone is asking is, “What research do you have planned?” Just to show that I’m up for the task, rather than keeping it simple with a thoughtful report on data quality best practices or a maturity assessment on data management, I thought I’d go for broke and dive into the master data management (MDM) landscape. Some might call me crazy, but this is more than just the adrenaline rush that comes from doing such a project. In over 20 inquiries with clients in the past month, questions show increased sophistication in how managing master data can strategically contribute to the business.
What do I mean by this?
Number 1: Clients want to know how to bring together transitional data (structured) and content (semi-structured and unstructured) to understand the customer experience, improve customer engagement, and maximize the value of the customer. Understanding customer touch points across social media, e-commerce, customer service, and content consumption provides a single customer view that lets you customize your interactions and be highly relevant to your customer. MDM is at the heart of bringing this view together.
Number 2: Clients have begun to analyze big data within side projects as a way to identify opportunities for the business. This intelligence has reached the point that clients are now exploring how to distribute and operationalize these insights throughout the organization. MDM is the point that will align discoveries within the governance of master data for context and use.
Watching the Mobile Device Management market is a bit like watching a sneeze. My colleagues Christian Kane and Benjamin Gray are tracking nearly 75 vendors in the space, many of them just a few years old. We've also seen a fresh round of acquisitions as established endpoint management vendors look to shore up their flanks and freshen their portfolios.
Differentiation amongst vendors is hard to come by, as is long-term enterprise MDM experience. And that's what makes LANDesk's acquisition of Wavelink interesting. Mobile Device Management in an industrial or field setting is more than just enforcing passcode restrictions, enabling remote wipe in case of loss, or rolling out software. Companies like Wal-Mart and FedEx have significant portions of their businesses that depend on handheld devices for package delivery, inventory and point of sale. MDM in these settings involves a range of capabilities from diagnosing connectivity and printing issues over the air, to interfacing modern mobile apps to mainframe-based warehouse inventory systems.
Perhaps the best way to describe what Wavelink does is "Industrial MDM". They boast 15,000 customers in 85 countries, and have been in the business for several years. The flagship product is called Avalanche and its historical strengths have been in Windows Mobile environments. They added iOS and Android a couple of years ago and are about to release their 2nd generation release of the same.
Why it makes sense for LANDesk:
Competitive: It gives LANDesk the opportunity to own the IP for MDM technology and positions them differently than other MDM solutions on the market given Wavelink's industrial focus.
I have recently published a report on enterprise mobility in India. Improving mobility infrastructure, including networks and devices, and business and workforce demand are fueling the growth of mobility within organizations. Mobility is being used not only to connect with customers, but also to connect with suppliers, partners, and employees. A few key takeaways from the report are that:
Interest in advanced mobile-enabled applications is increasing. There is a great impetus among enterprises in India to move beyond only mobile-enabling basic applications such as email, IM, contacts, and calendar. Twenty percent of enterprises plan to mobile-enable advanced applications like location-based services in the coming 12 to 24 months, while 37% of enterprises want to mobile-enable customer relationship management.
Mobility is among the top enterprise priorities for 2012 and investment is set to rise. For business decision-makers at enterprises and SMBs in India, provisioning mobility is one of the top three priorities in 2012. As a result, investment in all aspects of mobility — such as mobile devices, applications, middleware, and services — will increase.
The workforce wants employers to support mobility at work. The consumerization of smart mobility devices like smartphones and tablets is beginning to have an impact on the enterprise front. More than 60% of employees want to use smartphones at work.
I don’t blame you. And here’s why: The scope of mobile management is confusing and expansive, including things like mobile device management (MDM), persona separation technology, enterprise application stores, application management and a slew of other tools. Some vendors focus purely on one mobile management category, like device management, while plenty of others tackle two or three different enterprise challenges. At the same time, this market is evolving so fast that any assessment of the technologies and their vendors is out of date within 2-3 months.
But before I explain why Symantec’s acquisition is so important, let me give some more context. Mobile management has three main components which I&O professionals are thinking about, the device, the apps, and the data. Today, most first firms follow a very similar path: devices first – get an MDM solution to provide some control over the environment, set a mobile policy for employees, and start trying to figure out what to do about applications and data. Realistically, MDM only solves your challenge around device control – probably the least important of the three. That’s the path that many vendors are following today. As the MDM market becomes more commoditized, most vendors are turning their engineers towards data protection and sharing tools and application management technology. Had a conversation about Dropbox or Box.net lately? That’s a conversation about both apps and the data.
Today, Tibco Software — best known for its SOA integration, complex event processing, and business process management suite — announced its acquisition of Nimbus Partners, a privately held business process analysis vendor based in the United Kingdom. Nimbus Partners is smaller and less well known than the other more mature and full-featured BPA solutions, such as those from ARIS, Provision, and Mega. Nimbus, which employs more than 100 people, sold process discovery and authoring tools along with its homegrown methodology for quickly capturing and managing detailed information on business processes. Nimbus’ features and ease of use appealed mostly to process architects, process analysts, and business stakeholders that wanted an environment more robust than Microsoft Visio but not as technical — or requiring as much training — as other BPA environments.
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.
As 2010 draws to a close, what are the key trends that customer management process professionals need to pay attention to as you finalize plans for next year?
Here are the top trends that I am tracking. My full report that spotlights our latest research will be published in January.
Trend 1: The Revenue Impact Of Poor Customer Experience Is Recognized
Our models estimate that the revenue impact from a 10 percentage point improvement in a company's performance, as measured by Forrester’s Customer Experience Index Score (CxPi), could be in excess of a billion dollars. Poor performers are particularly weak in being able to orchestrate multichannel interactions.
Trend 2: Business Process Management Extends To The Front Office
By extending business process management (BPM) to the front office functions, customer service organizations will improve the consistency of service delivered, elevate agent efficiency, personalize service, and meet compliance goals — at a cost that makes sense to the business.
Trend 3: The Business Value Of Social Customer Engagement Becomes More Evident
Winners of Forrester’s annual Groundswell Award spotlight how organizations are using Social Computing to innovate, such as: community-based marketing research techniques; engaging with customers through social media; energizing brand advocates; empowering communities to support customer self-service; and collaborating with customers during the product ideation and development process.