1. February 2011 Scott A. Snyder, PhD President, Breakthru Advisors Senior Fellow, The Wharton School ©Scott A. Snyder 2011 [email_address] (610) 256-0662

3. Like many emerging technologies, wireless looked unattractive and uneconomical at the outset until consumers understood the true value of mobility. ©Scott A. Snyder 2011

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6. ©Scott A. Snyder 2011 4G “ If you're looking for a role model in a world of complexity, you could do worse than to imitate a bee.” – Thomas Seely, Bee Expert

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9. ©Scott A. Snyder 2011 Dimension 4 th Wave – Internet 5 th Wave - Wireless Cycle Times 6-12 months 3-6 months Delivery Model On-Demand On-Device Enterprise IT Model From Server Out From User In IT Decision-maker CIO Consumer/Employee Business Model B2B, B2C B2B2C, B2B2E Key Differentiators Cost, Convenience User Experience, Enablement Business Process Redesign Compress/Collapse Redefine Application Development Centralized, Large Teams Distributed, Small Teams Consumption Model Browsing, Viewing Information Snacking Service Expectation 24x7 Anywhere, Anytime End User Devices Primarily PCs Any Device Geographic Growth Developed Markets Emerging Markets

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12. ©Scott A. Snyder 2011 “ In addition to creating new markets and opportunities, this restructuring will overthrow nearly every assumption about who the industry's leaders will be and how they establish and maintain leadership.” - Frank Gens, SVP IDC

13. ©Scott A. Snyder 2011 >$1B spent via mobile devices in last 12 months 6X increase in mobile transactions in 2009 $25M to $141M Mobile users doubling every year 30M in 2010 $1.5B through mobile channel in 2010

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16. Only 4% of Marketing Executives and 7% of IT Executives “prepared to answer them” – Forrester, Oct 2010 ©Scott A. Snyder 2011 How do I leverage existing infrastructure and applications? How do I maximize acceptance and usage? How do I deploy, support and provide the infrastructure? How do I sift thru the hype and find the real ROI opportunities? What’s the connection to Social Media? How should I think about security and compliance? How do I design to capture the right data to drive insights? How do I enable my Enterprise to exploit the potential?

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18. ©Scott A. Snyder 2011 Most businesses need to improve their capacity for wireless innovation` Wireless Innovators Wireless Laggards

20. ©Scott A. Snyder 2011 Segment Motivation Spending % of Population Digital Media Use Device Ownership Mobility Needs Outlet Jockeys Mobility $$$$ 15% Digital Shut-ins Media $$$ 19% Technophytes Status $$ 22% Analogs Lifestyle $ 49% Actualized Anywheres Connectivity $$$$$ 5% Reference: Yankee Group 2010

21. Mobile Cloud Ecosystem (4G Wireless, Developers, Partners, R&D) Scanning (sensing networks) Innovations (apps, services, products, etc.) Feedback/Learning (wireless surveys, etc) Customer roll-out (app downloads, devices, etc) ©Scott A. Snyder 2011