MobileCon 2012: Opening day keynotes highlight profound impact of mobile on enterprise business models

Mike Sapien, Principal Analyst, Enterprise Telecoms at Ovum shares some key takeaways from this morning's keynote sessions at MobileCon which opened today in San Diego
(PresseBox) (London, ) Today's keynotes touched on the key mobile trends on most enterprise agendas - how to deal with the increasing use of mobile devices in the enterprise, how to exploit Big Data, and mobile's growing impact on how enterprises do business. Mobility is no longer just for technology leaders; it is a fundamental part of running a successful and relevant business.

Stephen Trilling, Symantec CTO, laid out the basic conflict facing large organizations in terms of balancing the need for end-user freedom of access and ease of use, while establishing and enabling the IT organization to maintain tight control, security, and data protection for corporate information. Bridget van Kralingen, senior vice president at IBM Global Services, highlighted a key shift that needs to take place in enterprise thinking and the objectives of BYOD programs within the organization. "Insight is becoming a commodity," said Kralingen. She went on to explain that what companies can do with this insight or help others glean from it will create - and even become - the value going forward. The great opportunity with BYOD, in her view, is in creating value from massive data, not in maximizing the limited data of old.

The keynote most relevant to enterprises came from Zipcar chairman and CEO Scott Griffith who reinforced how fundamental mobile has become to doing business. "Cars are now IP addresses," Griffith noted. Mobile is transforming how enterprises do business as consumers increasingly access the Web via mobile apps instead of web browsers.

Zipcar's unique self-service user model relies entirely on mobility, is strongly influenced by social media, and is driving new business models and marketing techniques. Griffith noted that almost 50% of Zipcar's customer activity occurs on mobile devices, and that percentage is rising. Mobile is a key driver of customer satisfaction and the entire customer experience, from reserving a car, to extending a reservation, to sending and receiving invoices and receipts, to reporting and managing accidents or damage, cleaning, or repair orders."

Ovum will provide ongoing coverage of news from the MobileCon conference, which runs this week from October 9th through 11th.

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