Frank E. Gillett, Vice President, Principal Analyst Webinar Info Workers Will Erase The Boundary Between Enterprise And Consumer Technologies: A Global Forecast Through 2016 Frank E. Gillett, Vice President, Principal Analyst November 14, 2012. Call in at 10:55 a.m. Eastern time Please tweet us your questions: #ForrConsumerization

Theme Information workers will grow in importance as their tech use at home and work makes them market leaders worldwide.

Agenda Who are information workers and why do they matter? How many of these individuals exist, and where are they located? What are the implications of their behaviors for CIOs and the tech industry?

CIOs face a wave of bottom-up employee tech initiatives Employees are: Using a growing variety and number of devices to get work done. Bringing their own technology to work or using it for work at home. Blending work and personal tasks and devices. Embracing vendors new to enterprise IT, such as Apple and Dropbox. Empowering themselves to invent new business tactics and strategies.

Half of global info workers are juggling three or more devices they use for work . . . Source: February 22, 2012, “Info Workers Using Mobile And Personal Devices For Work Will Transform Personal Tech Markets” Forrester report 5

. . . and blending work and personal use Source: February 22, 2012, “Info Workers Using Mobile And Personal Devices For Work Will Transform Personal Tech Markets” Forrester report 6

Yet North American and European IT buyers don’t see high multidevice use beyond executives and IT Source: February 22, 2012, “Info Workers Using Mobile And Personal Devices For Work Will Transform Personal Tech Markets” Forrester report 7

Globally, more than half of info workers engage in BYO behavior at work Source: June 12, 2012, “Charting The Rising Tide Of Bring-Your-Own Technology” Forrester report 8

Globally, one in five info workers use an Apple product for work Source: January 26, 2012, “Apple Infiltrates The Enterprise And Reshapes The Markets For Personal Devices At Work” Forrester report 9

Technology markets are colliding Source: August 30, 2012, “Info Workers Will Erase The Boundary Between Enterprise And Consumer Technologies” Forrester report

Info worker definition Employees who use an Internet-connected computing device — such as a PC, tablet, or smartphone — for work for an hour or more per day Image Source: Forrester’s Forrsights For Business Technology (http://www.forrester.com). Image source: Forrester’s Forrsights For Business Technology (http://www.forrester.com)

Info workers are leading adopters of new tech and behaviors Information workers: Are more likely to adopt new technologies and new technology behaviors. Have higher incomes, on average, than non-information workers. Are more likely to be thought leaders and influence other workers and customers. Are more proactive in emerging markets than in developed ones.

Info workers are more likely to adopt tablets than other individuals . . . Across the globe, info workers are 1.5x to 4x more likely than non-information workers to own a tablet! Source: August 30, 2012, “Info Workers Will Erase The Boundary Between Enterprise And Consumer Technologies” Forrester report

. . . and have attractive demographics and behaviors Info workers have a higher average income than the non-information worker online population. We see this trend amplified in the developing world — the average info worker in China is 29% more likely to be within a high-income bracket than the average non-info worker and 93% more likely in Brazil versus 10% more likely in the US. Info workers have influence over the technology use of their co- workers, customers, friends, and families. Info workers are more likely to give technology advice to others, be optimistic about using technology, and want to show off their lifestyle to others. Source: Global Consumer Technographics® surveys (see the appendix for a comprehensive list of the surveys used for this report).

Agenda Who are information workers and why do they matter? How many of these individuals exist, and where are they located? What are the implications of their behaviors for CIOs and the tech industry?

The information worker population is not well documented — so we sized it Sizing is based on the Forrester Research World Online Population Forecast, 2011 To 2016 (Global). It follows the ForecastView region taxonomy: 62-country breakout plus aggregates for others in region. We identify info workers using available Consumer Technographics® questions: Those using the Internet on a PC for work 5 hours or more per week. Adjusted for urban-only survey results in developing countries Note: The new Forrester Research World Online Population Forecast, 2012 To 2017 (Global) is based on using a PC or mobile device. The data shows a new breed of mobile-only online users emerging in the developing world, with a concentration in the Middle East.

We used several indicators to estimate info worker population growth worldwide Macroeconomic variables like growth in IT spending as a percentage of GDP Demographics of income distribution, urbanization growth, and education spend Technology adoption using tablet adoption as a proxy

555 million info workers in 2012 will grow to 865 million in 2016 The information worker population is: Growing at 13% per year — twice as fast as the online population. Regional growth rates vary from 5% in North America to 17% in the Middle East and Africa. Concentrated in Asia, which is already the largest region and is growing fast. From just more than half to almost 60% of all info workers by 2016 Growing at 16% annually

The global information worker population will reach 865 million in 2016 Source: August 30, 2012, “Info Workers Will Erase The Boundary Between Enterprise And Consumer Technologies” Forrester report

Agenda Who are information workers and why do they matter? How many of these individuals exist, and where are they located? What are the implications of their behaviors for CIOs and the tech industry?

CIOs and vendors must support info workers holistically in their jobs and careers They switch back and forth between work and personal tasks throughout their day. They work from many locations, not just the office, and use the office for personal activities. They blend work and personal activities on their PCs and mobile devices.

Supporting info workers holistically will lead to many benefits Enthusiastic adoption of technology-based processes Attraction and retention of high-potential employees Improved worker productivity Improved perceptions of and trust in IT and consumer technology suppliers More successful workplace or customer technology offerings

Tech vendors will morph to serve info workers across work and personal lives Make the design more user-friendly and holistic. Embrace new business models that sell directly to individuals, not just IT. Transform marketing and sales to communicate and sell to individuals. Transform support with prevention and self-help.

Catering to info workers will mean big changes for CIOs Security will be based on Zero Trust plus securing mixed work and personal data and applications in most roles and companies. Governance will have to add policies and strategies for interacting with employees’ social accounts, file sharing, and mobile apps. Enterprise architecture will have to include complex interaction with employee data, in the same way that partner data is managed today. Technology sourcing and vendor selection will have to expand and adjust to a new focus on end user needs and efficiency, not just IT admin control and security.

Frank E. Gillett +1 617.613.6017 fgillett@forrester.com Twitter: @frankgillett http://www.linkedin.com/in/frankgillett

Appendix: Consumer Technographics® surveys 5,130 US online adults — North American Technographics Telecom And Devices Online Recontact Survey, Q3 2011 (US) 5,096 Canadian online adults — North American Technographics Telecom And Devices Online Recontact Survey, Q3 2011 (US) 12,730 European online adults — European Technographics Consumer Technology Online Survey, Q4 2011 1,972 Russian online adults — European Technographics Online Benchmark Survey, Q3 2011 1,949 metro Mexican online adults — Latin American Technographics Online Survey, Q4 2011 (Mexico, Brazil, Argentina) 1,884 metro Brazilian online adults — Latin American Technographics Online Survey, Q4 2011 (Mexico, Brazil, Argentina) 1,957 metro Argentinian online adults — Latin American Technographics Online Survey, Q4 2011 (Mexico, Brazil, Argentina) 26

Appendix: Consumer Technographics® surveys (cont.) 1,845 metro Chinese online adults — Asia Pacific Technographics Online Survey, Q3 2011 1,958 metro Indian online adults — Asia Pacific Technographics Online Survey, Q3 2011 1,050 metro Japanese online adults — Asia Pacific Technographics Online Survey, Q3 2011 1,000 metro Australian online adults — Asia Pacific Technographics Online Survey, Q3 2011 27