byod (bring your own device) and the evolution of tin

8/13/2019 BYOD (Bring Your Own Device) and the Evolution of Tin

1/14


2/14

CONTENTS1. About this Document

2. Executive Summary

3. An Insight to BYOD in the Business World

4. What Opportunities has BYOD opened- up for IT Services?

5. Capitalizing on these New Business Opportunities

6. Conclusion


3/14

ABOUT THIS DOCUMENTThis document makes a case for the achievement of IT services firms business goals

using inbound marketing, by looking at evidence which supports the rising adoption of

Bring Your Own Device (BYOD) in the workplace and the new business opportunities this

can present.

According to YouGov less than 25% of businesses have a BYOD policy, (http://research.

yougov.co.uk/news/2013/02/22/security-challenges-byod/ ) even though, according

to Gartner, employee-owned devices will be exposed to more than twice the security

risks of enterprise-owned devices by 2014 with an expected figure of 70% of mobile

professionals carrying out business functions on personal devices by 2018 (http://www.

gartner.com/technology/topics/byod.jsp) .

As the majority of smartphones, tablets and apps are built for consumers, IT services

companies have the opportunity to be ready for the BYOD challenges ahead by ensuring

they are the trusted advisors for customers dealing with significant change, security risks

and operational hurdles.

Inbound marketing enables IT services firms to position themselves as such.


4/14

Security

DataManagement

Virtulization

Collaboration Maintenance/Backup/Hygiene

NEWOPPORTUNITIES

EXECUTIVE SUMMARY The use of mobile devices and BYOD, or Bring Your Own Device, means virtual

collaboration offers business workers ease of access anytime-anywhere.

With the continuing innovation of tin, the growing liberation of access to personal devices

and ease of connectivity continues to transform how we work and how business is done.

IT services companies, now more than ever, need to be addressing new online business

opportunities.

The evolution of tin from PC to laptops, smartphones and tablets means fresh opportunity

via emerging methods and developments in collaboration, security, virtualisation, cloud

services, maintenance, back-up and hygiene.

This is an age of enablement and limits imposed by traditional hardware and IT services

are dissolving fast. As the possibilities appear through enterprise collaboration tools

like IBM Connections and Microsoft SharePoint, more general tools like Google Docs,

networking and information sharing through social media in podcasts, video, webinars

and blogging, IT services have the opportunity to engage with customers who face new

challenges anytime-anywhere.


5/14

The way consumers engage with technology, on a personal level, has become blurred

with how and when they engage with technology at an enterprise level. This has huge

implications for IT services companies and their customers. In short, the consumerization

of IT has changed the way IT needs to be delivered, secured and managed.

Apples CEO Tim Cook called the shift in innovation from pc to mobile devices the

post-PC era. (http://tabtimes.com/feature/ittech-os-ipad-ios/2013/02/12/apple-ceo-

tim-cook-bangs-drum-post-pc-era-tablet-market-will)

While Ted Schadler at Forrester Research disagrees with the concept :

Computers dont go away, they just arent replaced as often. There is no post-PC era. Theres only a multi-device, right tool for the job era.

The multi-device, single experience has become the competitive environment for

Microsoft, Intel, AMD, Google, Apple, Dell, HP, Lenovo, Samsung, ASUS, HTC, LG, and

all the rest. Not all players will survive that shift.

Computers arent going away. Theyll just get better, more connected to things

you care about, more agile in being the right tool or tools for the job, and more

consistently integrated with other devices you own.

(*Ted Schadler is a vice president and principal analyst at Forrester Research serving CIO analysis is takenfrom: http://www.forbes.com/sites/forrester/2013/04/11/enough-already-with-the-death-of-the-pc-era-

garbage/)

Although there is argument as to whether we are in the post-PC era, or not, what these

thought leaders do agree on is that technology innovation provides us with myriad ways

to access data.

A recent *global survey published 2013 by Avanade , a leading provider of enterprise

business technology solutions and managed services, shows 60% of companies report

most employees use personal computing devices at work (BYOD) for both basic and

advanced business functions

(*see Global Survey: Consumer Technologies are Changing Long-Standing Business Processes and Work Cultures

And Impacting the Bottom-Line).

AN INSIGHT INTO BYOD IN THEBUSINESS WORLD


6/14

(Data taken from *Avanade global survey published 2013)

The kind of progress companies enabling BYOD experience can be seen in this

table below:


7/14

Prior to 2009 BYOD was almost non-existent in business models. With the continuinginnovation of hardware and software we have seen this change with increasing rapidity

since 2011. BYOD is not new. What is new in 2013 is the acknowledgement that BYOD is

clearly not a passing trend, but rather a reality to be factored into the business model.

This is good news for IT services companies. The stagnation of the traditional hardware

market has been a serious challenge. BYOD provides very real risks to both the customer

and its employees. The customers risks, or threats, are clear opportunities for IT services

companies.

IT Services have a tremendous opportunity to provide an answer to the customers

emerging challenges, including a BYOD Strategy consultancy that incorporates data

protection for both enterprise and employee.

The opportunity for IT Services companies goes far beyond simply selling to customers.

As well as meeting the demand for mobile devices, IT Services companies, in order

to differentiate their BYOD offering from that of competitors and to ensure they are

recognised as the go-to contact for the customer, should be educators in their field.

This will empower both the enterprise and the employees to work and collaborate

anytime-anywhere, thereby benefiting the customer while at the same time increasing the

IT services companys trusted advisor status.

The specific risk BYOD brings to each customers business and their employees will be

unique. However, for a more general overview here is a table of BYOD Customer-Threats

with corresponding IT Services-Opportunities:

CHALLENGES FOR THE CUSTOMERSBUSINESS AND THE OPPORTUNITIESFOR IT SERVICES


8/14

A 2013 report from Barclays shows UK online businesses growing more than 50 timesfaster than the economy, however, a significant proportion are not prepared for the rise

of mobile devices. The Report shows:

64% of online businesses in the UK believe a mobile strategy is an important factor in

their 2013 business success, yet almost the same number (60%) admitted they are yet

to devise and implement such a strategy

89% of online businesses have not yet developed their website for mobile devices

BYOD Customer-Threat Corresponding IT Services-Opportunity

Hardware & Billing

Fixed mobile convergence service

Choose Your Own Device for Enterprise & Employees

Personal Call Tagging

Tiered billing solutions for separate departments

Hardware Management

Mobile device management solutions

Mobile application management solutions

Mobile file management solutions

Security Risks

Secure VPN capability Data encryption

Remote lock+wipe capability

Users risk back-up for broken, lost and stolen devices

On and off-premises follow-me data solutions for

storing, syncing and sharing data securely

Fraud-prevention

Employee download restriction

Performance Monitoring

Network-based application performance management

solutions

New approaches to monitoring performance that do

not rely on software agents installed on client devices

WAN optimisation and application performance

assurance solutions


9/14

Online businesses that have developed mobile sites or apps generated 27.8% of their

revenues from mobile in 2012, an average of 2,474,000*

34% of online businesses questioned reported a rise in mobile traffic to their website

since Christmas last year, compared to the same period the year before

53% believe that 4G networks will increase mobile traffic to their website further still

Almost half (45%) are unsure whether their website will be able to cope with the

additional traffic generated from 4G networks

(*http://www.newsroom.barclays.com/Press-releases/Barclays-Online-Business-Outlook-2013-a11.aspx)

The statistics are astounding when we take into account that BYOD is not a passing

trend, and not easy to monitor, manage and secure at an enterprise level. Customers and

employees are leaving themselves open to security threats, incompetency, inefficiency

and loss of business. It is clear to see IT services have a major opportunity to step-up to

the challenge and position themselves as the person-centric, responsible, trusted advisor.


10/14

Is the way you reach your customers in line with the way your customers do business?

As we have seen, innovation in hardware, software and connectivity has brought a

previously unseen flexibility to the workplace. The way consumers of technology engage

with hardware and software on a personal level has become blurred with how and when

they engage with hardware and software at an enterprise level.

Business co-workers have access to the enterprise 24/7. This means your customers and

their working employees can be online 24/7. The world of technology is evolving rapidly,

with the rise of Cloud Computing, the growing adoption of social networking for business

collaboration and the explosion of mobile devices fundamentally changing the way IT

services companies need to deliver their solutions and services. Where your customers do

business is the where you need to be in order to reach them.

Here is an example:

Imagine you are a company looking to capitalise on the fact that your employees can work

anytime-anywhere using their mobile devices. You ask yourself, How will I manage these

mobile devices? You decide to search the web for some ideas on how you will do this.

You type in to Google how to manage mobile devices in the workplace and search.

Here are your search results:

CAPITALIZING ON THESE NEWBUSINESS OPPORTUNITIES


11/14

As you can see, the top three results are highlighted in pink. These are the results of the

companies using Pay Per Click (PPC) to achieve the top positions in Google search. These

are not organic searches; an organic search is one that occurs due to relevant, contextual

content being identified by Google. The fifth result down is Wikipedia. This, of course,

will have a lot of information. However, the fourth search down is actually a company

called MCPc. They have a page on their website dedicated to Managing Employee-Owned

Devices in the Workplace

They also have blogs covering topics like adopting Windows 8 devices -- tablets,

smartphones, Ultrabooks and tablet-notebook hybrids -- into your IT environment. The

blogs are written by senior staff members like the CTO, and the staff and company offer

ways to connect with them on social media, like Twitter and LinkedIn, giving you further

insight and understanding of what MCPc is, what they offer and who you are dealing with

in the company.

Here is a question for you: Does MCPc look like they are an authority on the subject of

managing mobile devices in the workplace?

Search, relevant and contextual content, social media and blogs are all components of

inbound marketing. Inbound marketing is a strategy that connects your search, content

marketing, social media marketing and your website, joins these fragmented components

up and runs them through marketing automation software to track, analyse and convert

people and businesses you want to engage with online from visitors, to leads andthroughout the customer lifecycle.

Whether you are in a small company of twelve people or you are a larger company with

a marketing department of twelve marketers, it is important to acknowledge the efforts

you are already putting in to search, content, social media and your website. As you work

to reach your burgeoning anytime-anywhere online audience, it is vital to ensure you

are able to connect all of your online efforts, align them with your business goals and,

ultimately, track and measure everything you do as a company. Otherwise, what you have

is a fragmented waste of time and energy.

New technologies (mobile devices of all shapes and sizes and location-based services) will

continue to grow, but the best marketers will realize its not about how to jam more ads

into new platforms its about how to use the new technologies to enhance your inbound

powers of attraction.

Dharmesh Shah CTO of HubSpot State of Inbound 2013


12/14

DO YOU HAVE AN INBOUND MARKETING STRATEGY IN PLACE TO

ENGAGE YOUR CUSTOMERS THROUGH BYOD?

Of the companies surveyed in the State of Inbound 2013 twice as many marketers say:

inbound delivers below average cost per lead vs. outbound strategies. Our survey

found that 34% of the leads marketers generate in 2013 come from inbound

marketing sources. In fact, inbound marketing delivers 54% more leads into the

marketing funnel than traditional outbound leads.

Inbound marketing is worth investigating, if your audience and customers are online.


13/14


14/14

Brightfire helps technology companies generate leads using inbound marketing.

We work in partnership with our clients to raise their online profile, build online

audiences and capture more sales leads. Experts in content creation, social media,

online search and CRM we use the HubSpot Inbound Marketing software platform

to deliver fully integrated Online Inbound Marketing programs with a clear focus

on lead generation and increasing sales.

Based in London and Glasgow, we work across the UK and beyond

with Technology clients across many sectors including Software,

SAAS, IT Services and Managed Service Providers.

b i h fi k

www.brightre.co.uk

GLASGOW 0141 229 1515

LONDON0207 554 8560

byod (bring your own device) and the evolution of tin

Documents