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Transforming Business Processes and Consumer Experiences in Media and Telecom: Leveraging The Upcoming Tablet Revolution

Dr. Satya Ramaswamy Vice President Global Head of Mobility Solutions Unit Tata Consultancy Services

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There is a mobility revolution brewing out there…

§  Mobile devices enable introduction of a connected computer in places in business processes where none exists today…

§  This introduces hitherto unseen velocity and efficiency to various business processes in enterprises and in delivering content to consumers in new and interesting ways

§  Telecom and Media enterprises that leverage this phenomenon early are gaining significant competitive advantage in the marketplace

§  There is a substantial amount of experiences and best practices available for enterprises to leverage in gaining from this phenomenon

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It is the tablets that are driving this revolution…

Large screen real-estate Significant computing power

Broadband connectivity Battery power for a day or two

+ Sensors (GPS, Camera, Compass, Accelerometer, Microphone)

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Increasing processing power of mobile devices enables richer user experience…

This increase in processing power is accomplished using low power technology depending on just battery power

Source: TCS Analysis

0

200

400

600

800

1000

1200

2005 2006 2007 2008 2009 2010

Mobile Device Processor Speed (MHz)

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Increasing wireless broadband connectivity speeds enables projecting the power of cloud computing on to tablets…

1G

Car Phones

From analog to digital

Multimedia terminal featuring Internet connectivity and support for video calls

Ultra high speed, high quality ubiquitous terminals

PDC, cdmaOne, GSM, etc.

UMITS/W-CDMA, cdma 2000 , etc.

HSDPA, etc.

LTE, etc.

Communication speed bps

1G

100M

10M

1M

100K

10K

1K

1980 1990 2000 2010 2020 Year

2G

2.5G

3G

3.5G

4+ G

4G

Source: TCS Analysis

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Media Tablet Market Data: 2Q 2011

§  Media Tablets –  Worldwide shipments rose 88.9% QoQ and 303.8% YoY in 2Q 2011 to 13.6 million

units –  iPad at 9.3 million units shipped has 68.3% market share, Android tablets at 26.8% –  Shipment forecast for 2011 raised to 62.5 million units

§  eReaders –  eReaders experienced a seasonal dip down 9% QoQ to 5.4 million units, YoY

growth of 167% –  eReader market share leader is Amazon with 51.7%, followed by Barnes and Noble

at 21.2% –  Shipment forecast for 2011 expected: 27 million units

§  Compared to PCs –  Worldwide PC shipments expected to be 364 million units in 2011, a growth of

3.8% (revised downward from 9.3%) –  “Vendors’ tried and true business models are failing as traditional PC functionality is

extended to other devices, and users continue to lengthen PC lifetimes” - Gartner

Sources: IDC Sept. 14 2011 Gartner Sept. 12, 20111

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“The tablet effect is real”

–  Leo Apothekar HP CEO, Aug. 18 2011

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62% Percentage of CIOs who consider mobility is

critical or high priority for 2011

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Examples of tablet’s impact on telecom operator value chain

Network  Build  

Field  Opera2ons  

NOC  Opera2ons  

Marke2ng  &  Sales  

Billing  &  Customer  

Care  

Executive Dashboards Network modeling and visualization

Executive Dashboards Network Performance monitoring and visualization Crowd sourced Network performance monitoring Field force automation

Executive Dashboards Notification- driven Mobile NOC

Executive Dashboards Customer care Consumer personal analytics

Executive Dashboards Sales force automation for Large enterprise and SMB sales force Wholesale & Retail data, Content stores

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Examples of tablet’s impact on media enterprise value chain

Content  Produc2on  

Aggrega2on  &  Publishing   Distribu2on   Consump2on  

Marke2ng  &  Sales/  

Mone2za2on  

Executive Dashboards Script Handling Production Floor Management

Executive Dashboards Relationship Management

Executive Dashboards Relationship Management Operations Dashboards

Executive Dashboards Sales force Enablement Advertisement Slot Booking

Immersive, Interactive Longform Content

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Samples of enterprise and consumer opportunities in Media and Telecom

1.  Executive dashboards

2.  Sales force automation and field force automation

3.  Monetization of dormant content and new tablet channel for new content

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1. Executive dash boards

§  Tablets raise the ability to respond to business critical events to a whole new level compared to mobile e-mail

–  Primarily by the ability to use the increased computing power on tablets with newer touch based interactions on their large screens to perform on-the-spot “what-if” analysis on receiving push-notifications

–  Ability to connect to multiple disparate backend systems via specialized

middleware o  Critical to serve the mobile use case which is based on a quick-use approach as opposed

to deliberate and research-oriented approach on the desktop o  Brings together only the most relevant information from multiple backend systems in one

unified dashboard application

–  Enables informed decision making on the go

§  Example dashboards: o  Strategy dashboards, CRM dashboards, CIO dashboards

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2. Sales force & field force automation

§  Tablets can extend the capabilities of traditional desktop CRM systems by leveraging the sensor capabilities of tablets such as GPS and camera providing significant value-adds to the enterprise CRM systems

o  Examples are route planning, route deviation alerts, expense report receipt submission using receipt image capture

o  Enables replacement of paper and pen field processes by a digital process •  Example: Advertisement slot booking

§  Can integrate with multiple disparate CRM and other backend systems and bring a unified user experience to the tablet visual interface

o  Examples are integration of calendar, work flow, expense reporting, training in one unified interface that also integrates CRM

§  Has been found to be a great tool to reduce costs and increase revenues by increasing sales force productivity

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3. Incremental revenue opportunities in media §  Tablets are primarily content consumption devices §  Monetizing dormant content and creating new channels for new content types:

tablets may be the most powerful 4th screen in the sweet-spot of media consumption: it is personal, lean forward, long form & touch-based immersive

Personal, Lean forward Communal, Lean back

Long form Short form

Touch-based immersive Click-based, non-immersive

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Key challenges in leveraging tablets

1.  Device diversity 2.  Mobility solution architecture choices 3.  User experience design 4.  Development processes 5.  Security

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Device diversity

§  Enterprises tend to standardize on computing platforms and hence typically choose the major tablet device platform provided to employees

o  Has many beneficial end results o  This is unlike consumer-facing applications which need to cater to most

platforms o  If the enterprise has a ‘bring your own device’ policy, then must be prepared for

tablet device diversity

§  Consumer tablet applications need to be multi-platform

§  Solution is to use modern mobility architectural approaches to handle tablet device diversity while also providing rich user experience

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Mobility solution architecture

§  Mobility solution architecture for tablet deployments must be robust enough to handle the following: o  Connection to disparate backend systems o  Device diversity o  Variable connectivity bandwidth and disconnected mode operations o  Limited computing power of tablet devices compared to the desktop

§  Key objective is to minimize investment in tablet specific infrastructure by leveraging existing desktop enterprise server infrastructure

§  Successful enterprise tablet deployment architectures o  Keep as much of the computing in the network as possible and as minimal computing in the

tablet as possible o  Provide a middleware layer in the network that interconnects to multiple backend systems

and bring together what is required to drive the user experience in the tablet o  Leverage native device capabilities in a strong manner for brilliant user experience

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User Experience Design

§  User Experience Design is one of the most crucial elements that determines the success of tablet applications

o  Significantly lowers the barriers to the use of IT systems

§  Usage paradigms on tablets are different from traditional desktop computing o  Enterprise use cases on tablets are of the quick, action-oriented variety – users want to

do something fast since most likely they are in the middle of another task whereas on the desktop users are focusing on the applications

o  User interaction paradigms are different on the tablet compared to the desktop – touch-based vs typing/click-based

§  Successful User Experience Design for tablet applications focus on o  Interaction design – information architecture and new touch interaction paradigms o  Graphics design – colors, fonts, icons that bring consumer applications like user

experience to tablet-based enterprise apps

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Development process

§  Mobile application development for tablets is more like product development rather than traditional IT application development

§  Development process is heavily user centric and hence far more iterative

§  Project deployment cycles are much quicker

§  Staffing needs are highly variable §  Agile methodologies are most preferred for tablet

computing development

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Security

§  Security of tablet applications must cover three main areas of concern: o  Security of the tablet device and data/content on the device o  Security of the data transmission over the wireless interface o  Security of the application infrastructure

§  Security of the device and data on the device is ensured by o  Password and PIN number protection for accessing the device o  Remote lock, remote wipe and auto remote location detection o  Avoiding local data store where possible and encryption of data/DRM of content on the

tablet where local data storage is required

§  Security of the data transmission over the air interface is ensured by o  Encryption at the mobile network transmission layers o  Encryption at the Internet Protocol transport layer

§  Security of the application infrastructure is ensured by o  Using protections normally used in desktop applications infrastructure o  Additional measures such as two-factor authentication for tablet device access

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Key success factors in enterprise use of tablets

§  Some of the key success factors we have observed in successful deployment of tablets in enterprises:

1.  Well articulated enterprise mobility strategy 2.  Well defined enterprise mobility architecture 3.  Tablet-enabling only enterprise applications with clear mobile use

case and ROI 4.  Focus on User Experience Design 5.  Automated testing and analytics 6.  Well managed resourcing plan 7.  Direct or indirect device vendor partnerships 8.  Development partners who can provide comprehensive mobility

support

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Conclusions

§  Tablet computing is liberating IT which was hitherto chained to the desktop

§  This is impacting Telecom and Media industries by introducing connected computing devices in parts of the business processes which weren’t using one before, thereby imparting velocity and efficiency to these business processes

§  Enterprises can address the challenges in introducing effective tablet computing by using the right architectural and development approaches

§  Media enterprises have the opportunity to leverage the tablets to create a powerful 4th screen for distribution of content to consumers

§  Best practices and success stories are available in the industry for enterprises to learn from and accelerate the deployment of tablet devices for competitive advantage

How are you going to give your enterprise significant competitive advantage by leveraging tablet devices?

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Contact information…

Dr. Satya Ramaswamy Vice President Global Head of Mobility Solutions Unit Tata Consultancy Services satya.ramaswamy@tcs.com

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Q & A