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From How Mobility Is Changing the World, a report by Harvard Business Review Analytic Services. Find more on sap.com/mobile/hbr.
How Mobility Is
Changing the World
Innovative mobile technologies improve lives and society in
both developed and developing economies.
WHEN ANALYSTS2000
FOR the2010
World Bank early in 2012 calculated the global growth in mobile
technology between
and 2010,
the results were staggering. Taking into account seven
mobile subscriptions
700 2005
million
5.9 billion
indicatorsfrom29
coverage
and subscriptions per capita to mobile broadband subeloping countries
percentavailable
77 percent
scriptions
and
mobile
Internet
use
(not
just cellular use)its July 2012 Maximizing Mobile
-income countries
71 percent
23 percent
report
calculated
a
30
percent
increase
in
availability and usage.
k
Significantly, the report noted that growth was not limited to just a few regions. In 2000,
according to the World Bank, there were 700 million mobile subscriptions, 71 percent of
Figure 1
Developing Countries
Mobile Deployments Soar
n Developing countries
n Developed countries
29%
And when IDG Global Solutions measured worldwide usage of emerging technologies earlier this year, such as location-based offers and contactless transactions (in which a card is
waved near a receiver, rather than run through a reader), it also found mostly moderate dif-
71%
ferences in the penetration among North America, Europe, and other regions. Figure 2
Whats behind this global boom? Why does mobility span borders so easily? Why have
handheld devices, such as smartphones and tablets, succeeded where computers havent?
And what kind of capabilities has this success brought, both in developed countries and in
emerging markets?
Handheld devices have succeeded globally thanks to a variety of characteristics. With
increasingly powerful processors and storage, they have been able to subsume a lot of the
capabilities of computers without adding complexity. Handheld devices retain their sim-
23%
plicity and ease of use. Simplicity means that even users with limited education can take
advantage of them, which promotes popularity even in underdeveloped countries.
77%
At the same time, handheld devices limited screen size also contributed to their global
utility. It forced developers to be more creative: without space for word-based menus,
developers have turned to iconography. While some symbols may have different meanings
across cultures, enough of them relating to technology remain common.
However, the utility of handheld devices goes beyond their internal capabilities. By definition, they need a strong infrastructure component. This has benefited emerging markets
2012 Harvard Business Publishing. All rights reserved.
developed world.
ogy not only to help rural citizens establish bank accounts, but
pay utility bills, add airtime to their mobile devices, and transfer
of any type due to the lack of any branch office near where they
live. However, the study also revealed that 50 percent of this
market segment possessed a mobile phone. So DBBL deployed a
Figure 2
Eastern Europe
7%
Latin America
6%
23%
4%
12%
North America
17%
8%
n Contactless transactions
Asia-Pacific
6%
Source: IDG Global Solutions
13%
20%
mobile wallet application capable of multiple financial transactions, and increased its business without investing in new
Figure 4
EXAMPLES OF INNOVATIVE USES OF MOBILE DEVICES AND INFRASTRUCTURE IN DEVELOPING AS WELL AS DEVELOPED ECONOMIES
COUNTRY/REGION
INDUSTRY
EXAMPLE
Canada
Tourism
China
Logistics
Kenya
Banking
Rural Africa
Healthcare
South Africa
Banking
the dinosaurs.
Whats truly intriguing about these mobile capabilities is the
Figure 3
n Wired broadband
Colombia
6%
13%
South Africa
2%
Vietnam
n Wireless broadband
Kenya
0.1%
from road sensors and GPS systems in order to help drivers find
20%
5%
14%
and entrepreneurs are going to do with this collection of powerful, connected devices, lots of different sensors, and then a brain
connected to each of those devices, but were going to see some
fantastic advances in the future. u
Sponsors Perspective
Mobile devices are everywhere. Before
long, the number of global mobile subscriptions will exceed the number of humans on the planet.
age of the worlds poor have access to computing devices for the
first time. Out of 6 billion total global mobile subscriptions, nearly 5
billion are in developing nations, reports the World Bank. And many
countries are still experiencing double-digit growth.
In the developed world, mobile technology already goes well beyond the conveniences of personal devices. A wide variety of products as well as vehicles, machines, and electronics are beginning
to use mobile broadband connectivity to transmit information that
puts humans in far greater control over everything from utilization
of the energy grid to setting their alarm clocks. For example, U.K.based Anglian Water is using sensor data extensively to improve
their quality of service. Anglian monitors its water treatment equipment to make sure it is operating at peak efficiency, which results in
lower maintenance costs, happier customers, and better environmental sustainability.
The opportunity, both for these mobile device users and for the
businesses that supply them with mobile apps and services, is
very rich indeed. At SAP we are working hard to support organizations across the globe with their mobile technology ambitions.
We provide end-to-end mobile solutions that allow businesses to
bring greater utility and improved quality of life to all stakeholders
employees, customers, and partners. We provide security, management, mCommerce, and other solutions to reduce internal risk and
effort as they bring greater utility and quality of life to the worlds
more than 6 billion small screens.
SANJAY J. POONEN
PRESIDENT AND
CORPORATE OFFICER,
GLOBAL SOLUTIONS
SAP
This intelligent sharing of information between machines and sensors is creating an Internet of Things, and as it matures it will begin
to significantly shape the way we live and do business in the years
ahead. Nearly every industry will find ways to optimize its operations using real-time data from the Internet of Things, and these advancements will result in greater profits as well as reduced energy
usage, less waste, better emergency response, and greater expediency in delivering goods when and where they are needed.
Elsewhere, in developing nations, the growing availabilityand falling costof mobile network coverage means a far greater percent-
I invite you to learn more about SAPs solutions for taking the world
mobile at sap.com/mobile. With greater understanding of how SAP is
providing the tools to enable greater mobile app choice and reliability,
youll soon understand why SAPs mobile technology leadership is a
critical driver of global transformation, innovation, and philanthropy.
Sincerely,
Sanjay J. Poonen
President and Corporate Officer, Global Solutions, SAP
ABOUT SAP
As the worlds leading provider of enterprise application software, SAP delivers products and services that help accelerate business innovation for its more
than 183,000 customers in more than 120 countries.
hbr.org
MC175411212
20%
improvement in field
force productivity
$21.1 billion
potential annual savings
from mHealth
130%
increase in online
retail sales
Sources: PA Consulting, CTIA
From How Mobility Is Transforming Industries, a report by Harvard Business Review Analytic Services. Find more on sap.com/mobile/hbr.
How Mobility Is
Transforming Industries
Utilities, health care, financial services, retailers and other
leading adopters are reworking their mobile strategies to take
advantage of the latest technologies.
MOBILITY IS CHANGING the way industries operate. Not one industry; all industries. The shift
from a wired to a wireless world is proving to be almost as dynamic as the shift from horses
to automobiles.
Its not just the ability to receive data on mobile devices. These devices have become so
powerful in recent years that they can frequently replicate high-end functions previously
limited to laptops and desktops, such as showing video and other graphics.
Those devices are getting more capable every year, and with the proliferation of them we
have opened the door to application innovation, notes Andrew McAfee, principal research
scientist at the Massachusetts Institute of Technologys Center for Digital Business and the
coauthor of the new book Race Against the Machine. Were going to see some fantastic
Figure 1
94%
things, in every area of the organization. This innovation enables industries to leverage
those capabilities in the workplace for executive dashboards, equipment maintenance, and
even training programs.
Its more than the ability to shift employees from being deskbound to being mobile. Its
the ability to transform industries by bringing features that are unique to mobility, such as
SMS/text messaging
Browse the Internet
location, presence, and routing. That kind of capability can not only increase efficiency and
eliminate additional friction in business processes, but it also has the potential for launching
new products, new services, and even new business models. Both top and bottom lines, as
well as many business processes, are being remade in real time as executives, managers, and
frontline professionals begin to understand the vast opportunities of mobile technology.
Thats why no industry is immune from the impact of mobile devices. Of course, industries where employees are traditionally mobile, such as utilities, health care, financial services, and retailing, are more impacted at first by the rise of smartphones and tablets. Industries where you wouldnt necessarily expect mobile technology to have an impactsuch as
farming, education, and manufacturingalso are being remade.
Whats so compelling is that the lower costs, usability, and ease of application development associated with these devices means that almost any business can take advantage of
84%
69%
69%
59%
42%
31%
their capabilities. Not only is the cost of the devices lower, but the cost of application devel 2012 Harvard Business Publishing. All rights reserved.
idly, and theyre not just gamesthey are apps relating to busi-
ness. Right now, he says, people are delighted with the num-
ber of apps that interest them. But theres also a ton of apps for
things youre not interested in, all the things that other people
HEALTH CARE. The health care industry has a long history of taking advantage of mobile technology, from early adoption of Palm
Pilots for ePrescribing to mobile computers on wheels. However,
mobility is transforming this industry even further with the ability to have in-home medical devices monitor patient data and
transmit it to practitioners. And these devices do not have to
conform to our current ideas about computingsmart medication bottles now include sensors in the bottle cap that trigger a
wireless notification that a patient has taken medication, and
then request a prescription refill after the appropriate number
of events, or notification if the patient fails to take medications.
Accuracy and speed are also key benefits. Its easier for practitioners to confirm the appropriateness of a drug quickly and
easily; prescribing can also be done based on the most updated
information. Physicians carrying smartphones or tablets can
access remote patient assessments and lab reports immediately
upon their completion, as opposed to waiting until they can
get back to their desk or a stationary computer. Consider also
the ability of practitioners to use workflow or social media via
mobile devices for improved collaboration.
Mobile technology can also help address the industrys rising
costs. In the May 2012 report titled Socioeconomic Impacts of
Wireless Technology: A Review of Opportunities and Challenges
in Health Care, Finance, Education and Community Empowerment, the wireless industry association CTIA predicted that inhome wireless health care services and applicationsthe ability
to manage patients and upload health data without a clinical
visitwill become a $4.4 billion industry by 2013, and that the
potential savings to consumers, insurance companies, and government payers resulting from mHealth technology may reach
$21.1 billion per year.
[that] will affect water and land conservation and reduce use
with tablets can potentially reduce the cost of books each year.
Conclusion
Anyone with the imagination to innovate can apply mobile
technology to any industry and find ways to take advantage of
data being uploaded or downloaded faster or more conveniently
than it is currently. But looking at how other companies in leading industries are capitalizing on mobile technology can be both
educational and inspirational toward crafting ideas for a mobile
strategy that can provide greater competitive advantage sooner
rather than later. u
Figure 2
QR codes is that they can be placed anywhere customers or prospects come into contact with advertising: kiosks, store windows,
magazines, and more. In Seoul, South Korea, grocer Tesco placed
65%
22%
Personal organizer
55%
45%
electronic billboards in the subway stations, allowing commuters to scan product codes, transmit them to a central server,
and have those items delivered after they arrive home; the store
Music player
reports its online sales have increased 130 percent since the cre-
34%
Landline phone
Newspapers
tioned industrieswhich are traditionally technology innovatorsto less-traditional industries. According to the CTIA report,
farmers are using wireless applications to monitor crop development and livestock management. It cites the use of sensorsin
this case, wireless soil monitorsattached to plants to monitor
growth. Wireless data provides farmers with actionable knowl-
35%
6%
Books
52%
33%
14%
62%
51%
Computer
5%
20%
n Smartphone
n Tablet
Sponsors Perspective
Mobilitys capacity to accelerate business is extraordinary. Moreover, it confers its benefits across every industry,
business function, and job role. From
the corner office to the factory floor,
mobile devicesand the apps that run
on themare providing a better way for
virtually everyone to improve their contribution in the workplace.
The image of the white-collar road
PRESIDENT AND
warrior taking meetings in the airport
CORPORATE OFFICER,
is a familiar depiction of mobilitys
GLOBAL SOLUTIONS
endowment to business. But by looking
SAP
beyond the clich you can begin to
understand just how widely varied
mobile technologys reach has become. Knowledge workers are
merely the tip of the iceberg.
SANJAY J. POONEN
Sanjay J. Poonen
President and Corporate Officer,
Global Solutions, SAP
ABOUT SAP
As the worlds leading provider of enterprise application software, SAP delivers products and services that help accelerate business innovation for its more
than 183,000 customers in more than 120 countries.
hbr.org
MC175411012
58%
INDUSTRY SPECIFIC APPS
% of respondents indicating
already deployed
All Industries
52%
LINE OF BUSINESS APPS
% of respondents indicating
deployment of finance, CRM,
HR, field service
All Departments
54%
MOBILE INVESTMENT DRIVERS
% of respondents indicating
executives need to access critical
business information
All Roles
Source: IDG Research Services, 2012
From How Mobility Is Changing the Enterprise, a report by Harvard Business Review Analytic Services. Find more on sap.com/mobile/hbr.
Figure 1
54%
51%
49%
n=140
Source: IDG Research Services, 2012
and powerful new infrastructure, one where a handheld device has the horsepower to run
many applications and crunch a substantial amount of data offline while relying on wireless
connectivity to access huge data sets using beefy enterprise applications wherever they are.
According to the results of an online February 2012 survey by IDG Research Services,
three drivers are accelerating the demand for mobile access to enterprise apps: executive
demand, the increasingly mobile workforce, and customers demand for real-time information and action. Figure 1
2012 Harvard Business Publishing. All rights reserved.
how things are done, says Daryl Schoolar, a principal analyst for
applications and half have deployed mobile apps for specific de-
Figure 2
58%
52%
51%
Analytics (dashboards/KPIs)
46%
40%
n=140 respondents who are involved in the purchase process for mobile technology
and services
Source: IDG Research Services, 2012
and their clients that can diminish intimacy. In fact, salespeople can
feature of a product or review a bill of materials. The ease of interaction with a tablet adds an air of transparency to the sales process.
HUMAN RESOURCES. As with finance, a significant portion of human resources responsibilities relate to approvals and workflow:
vacation requests, hiring, interview applications. Increasingly, its
crucial to make an offer to the right applicants quickly to avoid
losing them to another company. Mobile technology helps with
these functions, but its applicability has far greater potential.
Giving employees access to information about their compensation and benefits reduces the need for human intervention on
the part of HR and lets employees check that information from
home or on the road. Indeed, mobile devices are radically transforming the arranging and rearranging of travelchanging hotel,
rental car, or airline reservations while on the go provides enormous flexibility.
Figure 3
42%
29%
25%
With mobile technology, manufacturing partners can notify executives through alerts, even if its after normal working hours, to
get instructions on how to proceed. This optimizes supply chain
activities so that communication isnt delayed if it takes place at
ground information, can help resolve the issue in real time. Such
service not only reduces customer downtime and support costs but
they share data, capture orders, and track inventory, says Maribel
communications, which incorporates features such as the ability to know the availability of employees (presence) and contact
them no matter where they are, using various methods (text message, phone call, or email).
Consider the scenario of a company selling highly complex equipment receiving a frantic call from a customer who needs assistance
Sponsors Perspective
Enthusiasm for mobile technology in
the workplace is at an all-time high. This
trend began several years ago as eager
consumers brought personal devices
to work, and today it is businesses that
are driving a faster-than-ever pace of
mobile innovation in the enterprise.
SANJAY J. POONEN
PRESIDENT AND
CORPORATE OFFICER,
GLOBAL SOLUTIONS
SAP
Sanjay J. Poonen
President and Corporate Officer,
Global Solutions, SAP
ABOUT SAP
As the worlds leading provider of enterprise application software, SAP delivers products and services that help accelerate business innovation for its more
than 183,000 customers in more than 120 countries.
hbr.org
MC175411012