india – enterprise mobility embracing opportunities · survey analysis presents several...

India – Enterprise Mobility Embracing OpportunitiesEnterprise Mobility Product Excellence Matrix

2India – Enterprise Mobility Embracing Opportunities: Enterprise Mobility Product Excellence Matrix

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The rapid proliferation of powerful mobile devices is bringing growth in the enterprise mobility market.

Enterprises are looking for cost-eff ective, mobile solutions that can positively impact organisational

eff ectiveness and give real-time access to organisation data anytime, anywhere. In short, organisations

are seeing enterprise mobility as a tool for enhancing productivity and effi ciency of the organisation

as a whole as well as of its employees. This has pushed enterprises to look for specialist service

providers who can meet this demand, thereby, leading to a plethora of opportunities for product fi rms

in enterprise mobility area.

NASSCOM has partnered with Frost & Sullivan, to create Product Excellence Matrix that will

benchmark Indian software products across defi ned categories. The programme provides (a) Platform

for the software product fi rms to gain visibility with the end user segment as well as (b) Insights into

the competitive scenario and relative positioning in the target market segment.

The NASSCOM PEM initiative will cover seven segments – this white paper focuses on the enterprise

mobility products segment. Key highlights include:

~43 products nominated under the mobility category•

~ 47 per cent of the assessed mobility products featured in the Product Excellence Matrix or Market •

Focus Matrix

~60 per cent of the enterprise mobility products focus on mobile application areas, primarily sales •

force enablement along with vertical-specifi c/business function-specifi c applications

Over 80 per cent of the enterprise mobility products have been launched post 2010, clearly indicating •

the rapidly growing focus in the space

Almost ~65 per cent of fi rms have less than 100 employees in the business•

Tier II locations are the emerging regions with approx. ~20 per cent of representation•

Survey analysis presents several interesting trends about the Indian mobility product market. Some

highlights are:

Indian ISVs are off ering domain-specifi c applications targeted on mobile workforce with user-friendly •

UI, device interoperability, high network responsiveness and innovative pricing models to cater to

broader market segments

Indian players have successfully developed sophisticated off -the-shelf platforms that enable •

enterprises build applications and workfl ows

Opportunities across emerging areas: Telematics, monitoring, geo fencing, surveillance and •

e-Governance

The NASSCOM PEM Executive Summary


The key parameters of products benchmarking for analytics involve:

Exhaustive assessment to feature on 2 grids – (a) Market focus vs Stage of market entry and (b) •

Product excellence vs Execution

Maturity Focus Grid shows a representation of all the product fi rms as Established vs Emerging or •

Niche vs Cross vertical product off erings. Key trends of Maturity Focus include:

- Products cut across platforms, applications focusing on a broad range of industries, business

functions and functionalities

- Applications largely focused on managing sales/service/logistics or any type of fi eld teams

Enterprise Mobility Grid features ~9 unique products. EM products mainly focused around:•

- High extent of verticalisation in fi eld force-centric solutions

- Sales force automation application, the most popular fi eld force automation application being

nominated

Growing proliferation of mobility devices coupled with adequate bandwidth at lower price points will

continue to off er immense value to enterprises. Applications designed to cater to business functions

in an easy to integrate manner will be highly sought after. As mobile applications multiply and

diff erentiators begin to recede, customer access will be the key to survival for developers. Partnerships

with wireless carriers, system integrators and major corporate software vendors will determine the

business success.

For many of these go-to-market partners, adding mobile enterprise software solutions to their portfolios

provides a means of creating much-needed new revenue streams and increasing customer stickiness

(reducing churn).


Executive Summary 3

About Product Excellence Matrix 6

Approach/Methodology 8

Global Enterprise Mobility Market Overview 12

Indian Enterprise Mobility Market Overview 14

Indian EM Market Trends 15

Section 1 : PEM – Maturity Focus and Trends 17

: PEM – MF Grid

Section 2 : PEM – Enterprise Mobility Trends 19

: PEM – EM Grid

Way Forward 21

Appendix: Firm Highlights and Product Listing Reference 22

Contents


The NASSCOM PEM initiative

NASSCOM, in partnership with Frost & Sullivan, has rolled out the ‘Product Excellence Matrix’

initiative to benchmark Indian software products across defi ned categories. The programme is

designed to provide:

A platform for the software product fi rms to gain visibility with the end user segment•

Insights into the competitive scenario and relative positioning in the target market segment•

Help align market strategy to end user dynamics and accelerate growth•

The initiative is the fi rst of the series of steps to create a supportive ecosystem and build a thought

leadership community for Indian software product vendors. NASSCOM will take on the onus of marketing

and providing visibility to fi rms that feature in the matrix. The NASSCOM PEM initiative will cover

seven segments in a series, with Phase I concluded with opportunity for analytics and enterprise

mobility products. The last version of the paper was dedicated to the analytics software products

category and this paper covers enterprise mobility products.


The NASSCOM PEM will cover seven segments – This white paper focuses on enterprise mobility

The last decade has witnessed an exponential growth in the software product entrepreneurship across

horizontals and industry vertical-specifi c solutions. The Indian software product ecosystem is changing

rapidly and have successfully developed a strong value proposition to address growing business needs

of global enterprises and monetising the opportunities with a focused ‘go to market’ approach. The

near ubiquity of mobility devices, a pervasive telecom infrastructure has created ripples across the

industry and has provided a new channel for reaching a large base of users through innovative enterprise

mobility applications. Mobility is expected to be a game changer. New business opportunities are being

brought about by the fl ood of new mobile technologies and the speed with which this landscape is

changing. Customers now expect to have access to products and services from anywhere, via both the

web and apps, using the device of their choice to interact and transact. Mobile workers are also looking

at mobile solutions to help them be more productive and effi cient.

The Product Excellence Matrix is an initiative to help create visibility amongst target market segments

thereby catalysing sales and marketing eff orts. To ensure parity in the benchmarking exercise and clear

communication of the value proposition to end customers, the product space has been segregated

into seven horizontal and multiple vertical segments. The fi rst set of PEM is focused on enterprise

mobility and analytics software products.


The entire assessment and benchmarking exercise has been carried out in a three step process. As

the fi rst step, an aggressive campaign to drive nominations for the analytics and enterprise mobility

was carried out by NASSCOM reaching out to software product fi rms pan India. The subsequent steps

have been strictly based on the received nominations.

Over 110 nominations were received for the enterprise mobility category. However, given the defi nition

of ‘enterprise mobility software’ in the context, certain nominations were found to be more relevant

for other forthcoming categories, providing them the relevant visibility platform rather than diluting/

negatively impacting the value proposition. 43 software products qualifi ed for further process

post validation.

Over 65 per cent of the software products were launched post 2012 and have achieved a substantial

revenue and customer base, clearly highlighting the strategic excellence and acceptance of Indian

software products in domestic and global markets. Although a majority of providers are based out

of Bengaluru, there is a remarkable representation of fi rms based out of non-metro and Tier II cities

emphasising the increasing competitiveness in the space.

~43 products nominated under the mobility category

PEM approach – A three-step methodology


~60 per cent of the mobility products focus on business applications; primarily sales force enablement

Based on the nominations received, the products were bucketed into categories to create further

parity in relative benchmarking. Near 60 per cent of the mobility software products were applications

on enabling the mobile workforce, while the others included platforms for enterprise app development,

enterprise mobility management and security software.

Although the software products demonstrated signifi cant success in global markets, revenue and

revenue per employee metrics varied considerably given the disparities in services off ered, maturity

of parent brand, target market, deal size, etc. The PEM benchmarking model ensured minimising the

impact of these diff erences in assessing the strategic and execution excellence of the products.



Exhaustive assessment of nominated products to feature in two grids

Frost & Sullivan’s team of consultants, analysts and domain experts conduct in-depth assessment of

the qualifi ed nominations. Detailed calls were held with several nominees to get a better understanding

and perspective of the data sent across in the nomination phase. Nominations were grouped in

accordance to sub categories and relatively benchmarked on strategic and implementation excellence

demonstrated in the last fi nancial year.

The Product Excellence Matrix has been carefully designed to recognise software products that have

demonstrated excellence in the relevant space of off ering and a total of nine products were shortlisted.

Some of the shortlisted nominations could not be benchmarked in the PEM but deserved recognition

for their innovative off ering and promising value proposition and strategy. Such nominations have

been featured in the market focus grid.



Products benchmarked on product excellence vs execution and market entry vs focus

The Product Excellence Matrix benchmarks fi rms on strategic excellence and execution excellence. A

number of parameters have been considered to relatively assess and rank products. The defi nition

of parameters and weightages assigned depends on the category/sub category to ensure parity and

relevance of the model. Furthermore, the assessment model ensures minimisation of subjectivity in

relative ranking and is based purely on the data provided in the nomination process.

The Market Focus grid maps software products based on their stage of market entry (domestic or

global) vis a vis the breadth of off ering. While the stage of entry parameters help emerging players

in the category get a distinct position in the grid from the established products, the market focus

parameters help identify cross vertical and platform-centric products from those with niche off erings/

market strategy



Increasing adoption of mobile technologies and growing need for enabling software lays an attractive opportunity…

Enterprises globally recognise mobility as a pivotal component of their connectivity strategy and are

embracing technologies to further advance their business objectives and create a competitive edge in

the dynamic economic and business environment. Several early adopters and front runners in technology

adoption perceive mobility as not only an enabler but a driver to formulate and implement innovative

business models and strategies.

Multiple business and technological factors are fuelling the mobility adoption across enterprises

globally. Concept of an extended workplace is now established and enterprises are seeking ways to

support the geographically spread out mobile workforce with the necessary technology and tools that

can help achieve the next phase of profi table growth. At the same time, mobile devices are getting

more aff ordable, internet accessible and personal usage ubiquitous amongst employees.

As devices and networks evolve in effi ciency, IT applications and services players witness substantial

new market opportunities. Opportunities are getting created across custom enterprise applications

and are migrating into mobile, off -the-shelf workforce enabling applications, mobility management

solutions and platforms as well as tools to enable a secure data environment.

Global enterprise mobility market – An overview


…Thereby transforming business models as adoption by enterprises is increasing globally

Mobility has evolved beyond just addressing strategies relating to connectivity of people and enterprises.

Mobility is increasingly being viewed as a strategic lever rather than a tactical one by enterprises globally,

to devise a signifi cantly diff erentiated market approach and more effi cient operations.

CXOs now are using mobility to address their business needs ranging from enhanced customer

experience to real-time connected workplace and real-time availability of data leading to more

streamlined operations.

Recent years have seen an increased adoption of enterprise mobility by all kinds of fi rms irrespective

of the industry or geography.

There are several factors that can be attributed to this adoption. Recent years have witnessed an

increased consumerisation of IT and also availability of both applications as well as supportive hardware

at much aff ordable prices. This has been aptly bolstered by a more robust and mature technology

ecosystem. Both regional as well as global and small as well as large players are joining the bandwagon

to tap the rising opportunities in this area of mobility.

Global enterprise mobility market – An overview


ISVs and services providers are embracing emerging mobility opportunities

Given the fact that CIOs across the globe have identifi ed mobility as one of the key priorities in the

coming years and area of investment, it off ers immense potential that can be tapped by software

product and service organisations. Indian vendors, system integrators, device manufacturers, carriers,

and other value chain participants in the wireless industry are increasingly vying for a signifi cant share

of the lucrative domestic and global enterprise market. The last few years have witnessed signifi cant

collaboration amongst technology providers and an exponential rise in innovative mobility applications

that off er a compelling value proposition for enterprises.

Indian software product vendors have developed best-in-class solutions to monetise the opportunity

across a spectrum of applications, platforms and enablers:

Extending existing enterprise applications (ERP, CRM, business software, collaboration tools) to •

mobile devices

Developing applications for mobile workforce management•

Plethora of new industry-specifi c applications •

Creating platforms to enable enterprises develop mobile applications for business functions •

integrated with core back end systems

Developing platforms and tools for enterprises to manage mobile devices, applications and data•

Indian enterprise mobility market – An overview


Innovative off erings focusing on end-to-end mobility needs for enterprises and SMBs

A plethora of applications are being developed to cater to the enterprise need of achieving effi ciency and

high levels of productivity by the new generation workforce. A large pie of these applications is targeted

at the fragmented and mobile sales force. While most applications provide for seamless integration

with back end systems or to import data feeds, there is enough scope for diff erentiation.

Another signifi cant trend is the rising adoption of platforms that enable enterprises to create

applications on the fl y or workfl ows integrating with their existing applications is on the rise. It appears

to be the optimal solution for enterprises in overcoming the bottleneck of skilled IT talent to develop

the desired mobility solutions. The platforms empower enterprises to build apps, deploy and manage

them across multiple devices. Inbuilt connectors expedite the pace of deployment and increase adoption

through a great user experience. Indian vendors have proven success in deploying platforms across

industry verticals to develop applications, integrate with enterprise applications and databases and

manage users, devices and apps. Key diff erentiators being leveraged include (a) Ease of deployment, (b)

Rapid mobilisation of workfl ows, (c) Built-in multi-level approvals and (d) Management dashboards.

With changing end point devices from PCs to laptops and now smartphones, tablets and mobility, the

critical and confi dential data is making its way out of the corporate network. The task of IT teams is

extremely challenging while playing the balancing act between supporting business needs for mobility

Indian enterprise mobility market trends


and ensuring data security in a highly dynamic and varied environment. Corporate IT has limited control

on the data at end points, thus translating into a direct need and willingness to spend on security

solutions.

Indian software vendors have developed a range of products that off er virus and malware protection,

real-time protection; secure fi le sharing, end point backup, data encryption as well as innovative means

to mitigate risks arising out of stolen/lost devices. The product suits have been successfully deployed

across global enterprises by verticals including banking to secure mission critical data. The value

proposition enables enterprises to securely access business critical applications hosted in-premise,

cloud, datacentre or any hybrid environment.


The market focus grid highlights product market focus and stage of entry of the fi rms

The enterprise mobility value chain consists of device manufacturers, application developers and system

integrators and connectivity providers. Over the last few years, Indian software product vendors have

closely partnered with other ecosystem participants to address enterprise mobility needs, ranging

across B2B, B2C and M2M.

The software products highlighted in the Market Focus grid brings forth the diversity in software

products being developed for global markets. While these products range from plug and play applications

to development platforms and security management tools, they also ensure compatibility with a diverse

core IT landscape and end user computing devices/device platforms.

Software products off ered by Indian players range from niche vertical-specifi c solutions like mobile

application for house keeping staff to workfl ow platforms providing greater visibility and control over

diff erent aspects of business operations. Incorporating details on important Key Performance Indicators

(KPIs) is being leveraged as a key diff erentiator by emerging and established players.

PEM: Market focus trends


PEM: Market focus


Off -the-shelf mobile workforce-centric applications emerge as the key focus area for Indian players

Large variations in mobile platforms, concern around solution performance and data security in extended

enterprise environments had deterred CIOs to integrate core enterprise applications with mobile devices.

However, applications designed to support fi eld force functions ensuring seamless integration with

enterprise IT are radically transforming this space.

Defi ning ROI for B2E applications is relatively easier for enterprise leadership teams and are recognising

the operational effi ciencies and business model transformations that can be achieved through wireless

and real-time connection between business and employees.

Indian software product vendors have exhibited strategic excellence as well as eff ective monetisation

in the space of applications targeted at mobile workforce and fi eld teams. These include sales force

automation, fi eld force automation and supply chain management.

PEM: Enterprise mobility trends


PEM: Enterprise mobility grid


Emerging mobility devices coupled with adequate bandwidth at lower price points will continue to off er

unique form immense value to enterprises. Applications designed to cater to business functions in an

easy to integrate manner will be highly sought after. As mobile applications multiply and diff erentiators

begin to recede, customer access will be the key to survival for developers. Partnerships with wireless

carriers, system integrators and major corporate software vendors will determine the business success.

For many of these go-to-market partners, adding mobile enterprise software solutions to their portfolios

provides a means of creating much-needed new revenue streams and increasing customer stickiness

(reducing churn).

The fragmentation of devices/operating systems, applications, carriers and users will also put forth

extensive complexity in the enterprise mobility environment. With the growth of mobile devices and

applications penetrating the enterprise market, it is imperative to have seamless, effi cient management

of the systems to achieve the ROI that is desired. As enterprise mobility grows, there will be an increasing

complexity associated with the management of mobility and a greater need for managed mobility

solutions to step in and assist IT in effi ciently and eff ectively managing these complexities.

Transforming the ecosystem will enable accelerated mobility adoption going forward

The way forward


PEM: Firm highlights

Appendix



Appendix


Declaration

The PEM grids are a result of a benchmarking exercise done by Frost & Sullivan for NASSCOM•

The benchmarking exercise was carried out only on fi rms that sent in their nominations, not on •

the entire Indian products industry

The position of a fi rm on the grid was determined through an understanding of their growth trends, •

capabilities, strength of their off erings and achieved business success

While Frost & Sullivan did get a very good understanding of the quality and eff ectiveness of the •

products, they did not conduct a product evaluation involving onsite product audits

The decision to feature any fi rm, along with their position in the grid remains at the sole discretion •

of Frost & Sullivan

NASSCOM and Frost & Sullivan reserve the right to change the approach to future iterations of •

this exercise

Frost & Sullivan Lead: Nishchal Khorana, Head - Consulting, ICT, Frost & Sullivan

(Email: [email protected])

NASSCOM Lead: Achyuta Ghosh, NASSCOM (Email: [email protected])

Appendix

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