1. Helping Midmarket Businesses
Build a Successful
Mobile Solutions Strategy
Midmarket Mobile Opportunities
For the Partner Channel
Thank you for joining us!
The webinar will begin at 10 am PT/1 pm ET
Copyright SMB Group 1

2. Helping Midmarket Businesses
Build a Successful
Mobile Solutions Strategy
Midmarket Mobile Opportunities
For the Partner Channel
Laurie McCabe – Partner, SMB Group
Duane Williams – Senior Director, Mobility, SAP Ecosystem &
Channels
Copyright SMB Group 2

3. Agenda
• Midmarket mobile trends
o Drivers and Obstacles
o Mobile Apps for Employees
o Mobile Apps for Customers, Partners and Suppliers
o Mobile Management
• Role of the Partner
• Partner opportunity
Copyright SMB Group 3

4. The Midmarket Mobility Journey
Employee Apps
Mobile Trends * Productivity Apps
* Drivers and * Business Apps
Obstacles Enabling
* Mobile Devices Businesses
* Mobile External Apps
Applications * Customers
* Partners
* Suppliers
Mobile Decision Making and Management
Midmarket defined as businesses with 100-1,000 employees
Mobile devices include purpose built mobile devices
Copyright SMB Group 4

5. The Mobile Explosion is Everywhere—
and Evolving Everyday
Tablets 80M
Smartphone 1B
Of the world’s
population has
PC 4.8B a mobile phone
Mobile internet will surpass
desktop internet usage
• Highly penetrated
• Driven by consumer experience
• Presents new and innovative ways to interact
• Rising anytime, anywhere and any device
requirements and expectations
July 2012:
2012:
489374 $3Billion
Android apps in the market
U.S. mobile
advertising market
June 2011: 2011: 2012:
14 Million $240B Over $1T
Americans scanned QR codes Mobile payments Mobile payments
on mobile phones
Copyright SMB Group 5

6. It's No Longer a Question of If or When Your Business
Will Go Mobile—Only How Rapidly and How Effectively
• Higher-performing devices
Current use of mobile • Employees with multiple
services to support
business functions
mobile devices (smartphones,
iPads)
• Faster 3G and 4G networks
81% • Explosion of mobile apps
• Growing requirement to
19%
enable employees and
external audiences
(customers, suppliers,
Planned use of mobile partners) with mobile access
services to support and interaction
business functions in
the next 12 months
Which of the following best describes your company's current use/planned use of mobile devices and services
to support business operations?
Copyright SMB Group 6

7. Mobile Businesses are Growing Faster
• Midmarket businesses with a mobile strategy are more bullish about their growth predictions.
Business that use these mobile business apps show:
o 1.4x greater propensity to show revenue increases for employee business apps
o 1.25x greater propensity to show revenue increases for external apps.
Employee Business Apps. External Apps.
Revenue Increase Revenue Flat Revenue Decrease
Currently use 82% 15%3% 80% 17%3%
Plan to use in next 12 months 66% 26% 8% 67% 26% 6%
No plans to use 60% 35% 5%
67% 27% 7%
What specific line of business applications (to support financial, marketing, sales, services, inventory management,
operations, etc.) do you currently provide/plan to provide for employees to use for business purposes?
Copyright SMB Group 7

8. Overall Drivers and Inhibitors for Mobile Solutions
(Internal and External)
• Mobile solutions directly address business challenges
• But financial, resource and management concerns make it difficult to do more
 Partners need to demonstrate mobile solutions ROI and have answers to the challenges
Drivers Inhibitors
Security concerns
Boost productivity
Improve Costs
collaboration and
communication
Management
Provide better complexity
customer service
Scarce IT resources/
Grow sales Lack of expertise
Copyright SMB Group 8

9. Employee Apps
Top Drivers and Inhibitors for Empowering
External Apps
Employees with Mobile Solutions Mobile Management
Top Drivers Top Obstacles
Improve employee
59% Concerns about data, network
productivity 49%
or transaction security
Better access to people and
information to make better 59%
Voice and data service costs 44%
decisions
Work more easily from any
57% Concerns about storing
locations 42%
sensitive data on devices
Improve customer service 28% Uncertainty about return on
33%
investment (ROI)
Perform specific business
functions without being in 25% Concerns that employees will
31%
the office use them for personal use
Increase sales Difficult to manage mobile
23% 29%
devices and apps
What do you view as the top 3 benefits (and obstacles) for your company's employees to use mobile devices,
service plans and mobile applications for business purposes?
Copyright SMB Group 9

10. Employee Apps
Many Mobile Collaboration and Productivity
External Apps
Apps are Mainstream Mobile Management
• Driven by adoption Currently use Plan to use in next 12 months
of smartphones/
tablets Company E-mail 88% 7%
Calendar 86% 4%
 Help companies get
more out of them Contact Information 84% 8%
SMS texting 78% 6%
 Mobile device
management Instant messaging (IM) 59% 12%
GPS/navigation and mapping 58% 9%
 Integrate mobile
apps with existing Document management/sharing 46% 25%
business and
Location-based services 45% 10%
collaboration
applications Conferencing apps (audio, web/video) 42% 26%
Document creation 40% 28%
Personal assistant 28% 25%
What specific mobile collaboration and productivity applications do you currently provide/plan to provide for
employees in your company to use for business purposes?
Copyright SMB Group 10

11. Employee Apps
Adoption of Mobile Business Apps Will
External Apps
Roughly Double in the Next 12 Months Mobile Management
• Employees use apps Currently use Plan to use in next 12 months
across a wide
spectrum of business Customer relationship/sales management 39% 25%
functions Social media marketing 35% 20%
• Adoption is expected Time management & time capture 29% 25%
to double for most Field service applications 29% 22%
types of employee
apps Delivery & shipment apps 28% 16%
Expense management 27% 24%
 Guidance for app
strategy and selection Mobile marketing and advertising 25% 21%
Business analytics 23% 29%
 Mobile app
development Financial management 21% 22%
Payment processing 18% 20%
 Integration with
back-end business Supply chain integration/inventory management 17% 19%
applications
What specific line of business applications (financial, marketing, sales, services, inventory management,
operations, etc.) do you currently provide/plan to provide for employees to use for business purposes?
Copyright SMB Group 11

12. Employee Apps
Top Drivers and Inhibitors for Providing Mobile
External Apps
Access to Customers, Partners, Suppliers Mobile Management
Top Drivers Top Obstacles
Respond faster to customers,
51%
partners, suppliers, etc. Security concerns 46%
Helps us grow revenue 41%
App and/or app
45%
development costs
Enables customer self-service 41%
Mobile app
management/mainten 42%
Provide a more personalized ance costs
39%
customer experience
Integration with
Helps us keep up with the 34%
existing business apps
37%
competition
Helps us attract new Insufficient staff to
34% 32%
customers plan/deploy
What are the top 3 benefits/ obstacles for your company to invest in a mobile website and mobile business
applications for external users (customers, partners, suppliers, etc.)?
Copyright SMB Group 12

13. Employee Apps
What Mobile Apps are Medium Businesses
External Apps
Extending to Customers, Partners and Suppliers? Mobile Management
• Businesses are increasingly enabling mobile apps to access line-of-business functions to conduct
business with customers, prospects, partners and suppliers
Currently use Planned in next 12 months
Social media sharing 37% 13%
Schedule appointments/reservations 36% 18%
Buy products and/or services 33% 17%
Marketing offers 32% 23%
Customer and partner service 30% 21%
Edit personal information 28% 24%
Pay bills, check invoices, balances 25% 18%
Scan QR codes 23% 16%
Delivery/shipment status 21% 19%
View inventory 21% 15%
Which line-of-business functions can external users (customers, suppliers, partners, etc.) access through your
company's mobile-device friendly web site and/or mobile applications?
Copyright SMB Group 13

14. Employee Apps
Understand Who the Decision-Makers Are External Apps
Mobile Management
 Target multiple people involved in various stages of the decision process
 Pitch appropriate messages relevant to different decisions makers
Sole decision-maker Joint decision-maker Influence / recommend but not a decision-maker
CIO/IT manager 45% 28% 6%
Owner/ President / CEO 23% 9% 3%
Office manager 10% 10% 14%
Partner 6% 10% 1%
Line of business manager 5% 15% 38%
Communications manager 2% 7% 5%
What is your role in mobile decision making?
Copyright SMB Group 14

15. Growing Demand for Mobile Solutions Means Employee Apps
External Apps
Mounting Pressure for Better Security Mobile Management
 How can Partners help with ongoing monitoring and management to address
these security challenges
Mobile devices lost or stolen 59%
User disregard for security 50%
Data encryption/protection issues 44%
Threat of hacking mobile applications 44%
Each mobile device has a different security specification 26%
Lack of asset tracking capability 21%
Lack of authentication capabilities 16%
Security is not a concern 9%
What do you see as the top 3 security related challenges in using mobile business applications in your
company?
Copyright SMB Group 15

16. Plans for Mobile Device Management Solutions Employee Apps
External Apps
and Platforms are Rising Mobile Management
Currently implemented Plan to implement in next 12 months No plans
• Mobile device
management: Mobile device management 41% 27% 33%
o 41% currently use
Mobile applications management 29% 32% 38%
o 27% plan to use
• In-house mobile Mobile security management 36% 35% 29%
platform:
In-house mobile platform to develop mobile
o 27% use apps and/or manage mobile devices, apps and 27% 25% 48%
security
o 25% plan to use Hosted/outsourced mobile platform to
develop/and or manage mobile devices, apps 14% 31% 55%
and security
Has your company implemented or does it plan to implement mobile management solutions in the following
areas?
Copyright SMB Group 16

17. Where Midmarket Businesses are Employee Apps
External Apps
Sourcing Mobile Apps Mobile Management
Sources for Mobile Applications
Use "off the shelf" mobile apps/extensions
• Almost an even split and add-ons from our existing business 34%
between the use of “off application vendor(s)
the shelf” and the
“custom” mobile apps
Build our own mobile apps/extensions and
30%
 Partners need to add-ons with internal staff
understand the types of
mobile apps that are Use mobile apps/extensions and add-ons
beneficial by industry from an application store (Android market, 29%
Apple AppStore, etc.)
 Businesses will seek out
Partners that can help Use customized mobile apps/extensions and
them develop and/or add-ons from our existing business 23%
customize existing apps application vendor(s)
Use customized mobile apps/extensions and
add-ons developed by third-party 18%
consultants, developers, etc.
Copyright SMB Group 17

18. Outlook for Medium Business Mobile Spending
• Large opportunity in mobile apps and mobile management: $2.8B
• Healthy growth:
o 36% growth in mobile application spending
o 33% growth in mobile management spending
28% Average 2012 spending/firm
Annual Mobile
Device Spending,
$64,428
$1.25 B
36%
33%
Annual Mobile
Application 21.5% 13% Annual Mobile
Spending, $2.03B Management
Spending, $0.71 B
7.5%
2012
Mobile Spending
$9.5 B
18% Y/Y growth $14,366
26%
Annual Voice and
58% Data Spending,
Annual Mobile Annual Mobile Application
$5.48 , 58%
Management Spending Spending
Copyright SMB Group 18

19. Mobile Solutions Channel Model
• Invest, train an develop mobile expertise
• Align with existing skills sets and market orientation
o Consulting, planning, evaluation
o Application development
o Implementation
o Management and monitoring
o Integration
• Leverage partnerships to add value
• Device vendors
• Broadband service
providers
• Business End-user
/Collaboration Customer
Software vendors
• Mobile apps
vendors Partner
Channel
Copyright SMB Group 19

20. What’s Available from SAP
SAP Store for Mobile Apps (80% from Partners)
Scalable Channel
Services LoB/Industry Apps Customer/Partner Apps Analytic Apps Mobile Apps
SAP Mobile Platform
MEAP - Sybase Unwired Platform NetWeaver Gateway
Full Service
MDM - Afaria
Platform
Managed Mobility MCAP - Mobilizer
Backend
Agnostic
Rapid Deployment SAP Business Databases Third Party Apps
Solutions Suite/Business All-in-One
SAP
Partners
Copyright SMB Group 20

21. Sample Priority of SAP Mobile Apps
Mobile Field Service & Asset Healthcare Mobile Suite
Management
Mobile Retail Execution &
Direct Store Delivery Procurement Mobile Suite
Mobile Consumer Solutions:
Banking / Telco / Utilities / Mobile Travel and Expense
CP / Retail Management
Productivity Mobile Suite:
CRM Mobile Suite Configurable / Extensible
Workflow HCM / FIN / SCM
Content Mobile Suite Mobile BI/Analytics
Copyright SMB Group 21

22. Available Resources
1. sappartneredge.com >> Mobility for tools and resources
o How to get authorized for SAP mobile solutions
o SAP Rapid-Deployment mobile solutions
o SAP Mobile Apps Partner Program
2. sappartneredge.com >> Education for Mobility and Sybase training
3. SAP mobility partner interviews on YouTube
4. Path to mobile solutions infographics
o Small business version
o Midsize business version
5. 5 partner-led demand gen campaigns on Mobility in sapvirtualagency.com
Copyright SMB Group 22

23. Seize the Opportunity To Be A Mobile Business
Catalyst
Prepare for and develop a mobile business strategy
Evaluate, select, deploy, develop mobile apps to meet
business objectives
Identify opportunities and Integrate mobile apps with
back-end business applications to streamline workflow,
boost productivity, etc.
Plan and implement mobile management solutions
Help your
customers Monitor and manage mobile solutions and
to… infrastructure
Copyright SMB Group 23

24. Questions and Answers
To ask the speakers …
Copyright SMB Group 24

25. Thank You!
SMB Group, Inc. SAP Ecosystem and Channels
Laurie McCabe Duane Williams
Partner Senior Director, Mobility
508-410-3562 650-461-2913
information@smb-gr.com Duane.Williams@SAP.com
Website: www.smb-gr.com
Blogs: http://sanjeevaggarwal.wordpress.com
http://lauriemccabe.wordpress.com
Copyright SMB Group 25