Open-Xchange Summit 2011

Email from the end user perspective: a strategic look

Daniel Beazer, European Analyst Tier1 Research

This is an era of disruption…

1. The new landscape2. ISPs smartphones and tablets – the user view

3. Email versus chat versus SMS 4. Improving that customer stickiness

Desktop era vs today

3

Corporate desktop Monolithic apps Software suites, bloatware Vendor lock-in Fixed term Fixed contract complex

Ubiquitous tablets smartphones, vtirual desktops

Apps running across multiple OS and devices

Open platforms Ignore hardware at your

peril What was once IT is now

consumer

Ubiquitous tablets smartphones, vtirual desktops

Apps running across multiple OS and devices

Open platforms Ignore hardware at your

peril What was once IT is now

consumer

Leveraging the cloud as a storage tier:Other benefits

Scale, performance

and flexibility

Secure and available

Consolidate multiple

data type/ locations

Future-proof IT strategy

Reduce up-front and ongoing

costs

So what are we seeing?

Consumers are fickle

In a commodity market, product education is key

Not just Apple

Blackberries and Apples – but watch out for BBM

Corporate Market: RIM vs. Apple Future Smart Phone BuyersPercentage of Companies Planning on Buying RIM/Blackberry or Apple Smart Phones Next QuarterFebruary 2007 – August 2011

F 07 M 07

A 07 N 07 F 08 M 08

A 08 N 08 F 09 M 09

A 09 N 09 F 10 M 10

A 10 N 10 F 11 M 11

A 110%

10%20%30%40%50%60%70%80%90%

61%65%

75%74% 77%

82% 79% 78% 77%

75%

74%69%

67%

66%

62%

58% 56% 55%

46%

0.1

0.14 0.11

0.130.17

0.22 0.22 0.360.27 0.3

0.34

0.35 0.34

0.40.45 0.46

0.52

RIM/Blackberry Apple

Note: The May and August 2010 survey question asked “Has your company or organization purchased Apple iPad tablets for business purposes?”

We’re moving to a post-PC world

Corporate Market: Current Table UsagePercentage of Respondents Whose Companies Currently Provide Employees with Tablet DevicesMay 2010 – Aug 2011

May 2010 Aug 2010 Nov 2010 Feb 2011 May 2011 Aug 20110%

2%

4%

6%

8%

10%

12%

14%

16%

18%

4%

6%7%

9%

12%

16%

Ways Cloud is Currently Used

… and look at the pipeline

Crossing over to corporate

Source: The 451 Group Cloud End User Survey 2011

Beginning to eat into laptop sales

Something to keep an eye on

Chrombook anyone?

Don’t forget

Why email?

• Asynchronous• non intrusive vs real time, sychronous IM, time

zone flexibleControllable, secure, can hug server

• Rich messages, file transfer• ‘civil service paradox’, audit trail• Archived email has become Rackspace’s No1

cloud product superceeded Chat/IM (Basys)

Workers are not yet abandoning email for Sharepoint

What about me? Social media

• Move to enterprise hampered by misaligned interests• You are ‘The Product’•What is the exit plan with shared data?• But opportunity in integration (LinkedIn)

• Needs to grow up to move to corporate- Can you imagine asking vital business questions on a colleague’s

FB wall?• Has the Facebook killed the website- Can you imagine asking vital business questions on a colleague’s

FB wall?• Email alias still the online identity

Another tribe of email users – my mum ‘doing her mails’

Everyone worries too much about this group

• Very mobile, always on move• Less laptop usage • Means to end, eg meetings• Low CPU apps, chat/SMS• No money

And a typical corporate experience writing .. this

• Used IM to track down appropriate ChangeWave staff member then called them

• Hosted exchange! Pretty much given up on sending slides

• Used Dropbox to work on this doc• BCC’d Salesforce • Back and forth with Chris via email

A personal non-work email experience

Functionality part II

Some pointers

• Unified, seamless, messaging• Embed mail in the app not the other way

round – instant action emails• Robust support of the email clients for

each class of device• Extra functionality not the answer• As cloud proliferates data centres

concentrate, making sending files via hosted exchange difficult

Consumers want us to innovate and do better

What we at Tier1 want to see

• Stripped down OS means apps, seamless experience, comms is just the start

• A platform – but it musn’t be closed• User experience key not features• Social media with respect for privacy• Service providers working with developers to

provide value adds• Tailored offerings, local language, market and

need specific

SMS, BBM or mail?