Why enterprise mobility is next big thing?


  • Everyone has realized the “mobility” effect in social media, e-commerce and digital marketing.
  • In fact social media that is signified by the WhatsApp (and other messanger apps), Facebook, Twitter and Linked-in is predominately mobile (handheld devide) driven. Other than the messangers, it started with laptops, but during last 3-4 years, mobiles have completely taken over the social media.
  • Similarly, e-commerce which is exemplified by the train ticket, air ticket/ hotel, taxi/ radio taxi, mobile shopping, booking of shows etc has also been switching over to mobiles in a big way and the change has already become visible.
  • Digital marketing and big data analysis which is primarily been used to understand client/ target client behavior, to reduce the customer acquisition cost (widening of customer base) and to engage the existing customers in a more productive manner (deepening of the customer base)
    Also has a strong mobility bias primarily becoz the ‘customer data’ is being generated through mobiles, as well as the strategy for output has also to work effectively on the mobile devices.
  • To sum up, the mobile dominance in above three categories has already become visible and the same would exaggerate with time very fast.
  • Enterprise software is one area where mobile dominance is yet to become visible.
    Server based software
    Cloud software
    (On desktops & laptops)
    Mobile software
    (On handheld devices)
  • The trend towards cloud software is clearly visible with several cloud software companies already becoming multi-billion dollar worth in terms of market capitalization such as workday, freshdesk, zoho, intuit, salesforce. The trend is also visible towards companies like SAP coming up with their entire suite with a cloud version and focusing more and more aggressive marketing of cloud offerings.
    1. Several cloud software companies already becoming multi-billion dollar.
    2. SaaS and pay as you go becoming very popular.
    3. Companies like SAP launching cloud offerings & aggressively pushing-after perceiving
      the threat & challenge from cloud software developers.
    4. Microsoft
    5. office 360 marking MS word and excel free on iOS.
    6. Cloud software initially seen as catering to only small/ medium enterprises, gradually
      being adopted by bigger guys also.
  • Trend towards enterprise mobility is still emerging and there is tremendous under current in this segment, and lots of homework going on during last one year. However, we at Softpillar believe that it is yet to become visible in a big way. Some of the trends that we can for see are as under.
    1. Cloud software companies launching their mobile apps – most of them have already
      done and the reaming will do within next 1-2 years.
    2. The bigger guys like Oracle and SAP with their ERP suite will come up with mobile app
      pluggines that can be integrated with a server/ cloud software.
    3. These pluggins will be enforced firstly into areas such as files staff end such as the
      after sales service part, where software connectivity is to be provided to a mobile workforce.
    4. Many a times, the pluggins will be provided by new age enterprise mobility software
      companies such as rapidvalue, the reason being their fresh and enthusiastic approach
      and less bureaucracy in comparison to bigger firms.
    5. SaaS product software will be (and they have already been) the first ones to embrace
      enterprise mobility. They will be followed by other cloud enterprise software
    6. To start with, the mobile apps will provide limited features and the user will have to
      go to the web software for complete access.
    7. Similarly, for the bigger softwares, there will be one or more mobile app pluggins
      targetted at a particular set of users.
    8. Gradually, the mobile versions of the softwares will become richer and richer and
      they will capture all the features and functions of the entire software.
  • The factors that will guide this migration towards the above are as under-
    1. Mobile screen average size becoming bigger can encompass more features.
    2. extended work hours, employee efficing.
    3. Enhancement in device storage and processing hardware, and a device hardware
      catching up with the desktop/ laptop.
    4. improvement in communication, teamwork, customer response.
    5. Mobile devices becoming cheaper and penetration among public.
    6. work from home, mobile workforce.
    7. People getting more and more addicted to a mobile world, partly due to the
      phenomena happening in social media and e-commerce.
    8. power supply issue in underdeveloped/ developing world.
    9. Upgradation of the mobile software frameworks that allows more enrichment of
      mobile app features with proper speed and output.
    10. connectivity (data) becoming more reliable.
    11. Realization that workforce being able to work on mobile can add tremendously to
      the productive time spent on working as well as the work efficiency – thus adding to the topline as well as bottomline.
    12. Gradually, some mobile enterprise software will come that will entirely run on
      mobile, they will hardly have anything for which user will need to access web version.
    13. This will usher in a new era in enterprise mobility, over a period of time the mobile
      version will become the CENTREPOINT of any enterprise software and the web version will be limited to very complex/ admin users only.
    14. To begin with, the smaller enterprises will implement the enterprise mobility
      softwares. However, the bigger players will also switchover as they realize its potential to add to the topline and buttonline.This will follow the same trend as cloud software/ SaaS model.
    15. Enterprise mobility will further accelerate the shift towards cloud software/ SaaS software.
    16. The bigger players such as Oracle/ SAP will sooner or later feel compelled and try to catch put through organic growth but nmore so by acquiring the new players emerging in the enterprise mobility space.
  • A detailed study is required to be conducted to being out the following transition:
    1. Proportion of cloud softwares that have already lunched a mobile app.
    2. Availability of mobile app pluggins for ERPs and the extent of their spread.
    3. The functionality/ scope provided in mobile app.
    4. Proportion of enterprises where some kind of mobile app is under development, or
      being considered seriously.
    5. Proportion of user time being spent on mobile app, where both web app as well the
      mobile app is available.
    6. Number of users who feel that a mobile app is necessary to improve their work
      efficiency and satisfaction at work place.
  • Challenges that lie ahead in reading the dream of mobile dominated enterprise software scenario:
    1. Design and user experience, navigation, awesomeness, fun & excitement.
    2. Problem solving – inirovations in design.
    3. Frameworks – output & performance by software.
    4. Performance – storage, processor, output.
    5. Connectivity (data) at mobile devices.
    6. Mobile penetration.
    7. Security & confidentiality.