February 2011 Scott A. Snyder, PhD President, Breakthru Advisors Senior Fellow, The Wharton School ©Scott A. Snyder 2011 (610)

 The 5 th Wave  Emerging Trends  The Big Flip  Enterprise Challenges  Assessing your WiQ  Innovating to Win ©Scott A. Snyder 2011

Ref: ITU, Morgan Stanley Research, 2009 More than just Phones: -Smartphone -Kindle -Tablet -MP3 -Cellphone/PDA -Car Electronics -GPS/Nav -Mobile Video -Home Entertainment -Games -Home Appliances

©Scott A. Snyder G “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

©Scott A. Snyder 2011

“The extension of mobile apps to every aspect of our personal and business lives will be one of the hallmarks of the new decade with enormous opportunities for virtually every business sector.” -- IDC VP Scott Ellison ©Scott A. Snyder 2011

Dimension4 th Wave – Internet5 th Wave - Wireless Cycle Times6-12 months3-6 months Delivery ModelOn-DemandOn-Device Enterprise IT ModelFrom Server OutFrom User In IT Decision-makerCIOConsumer/Employee Business ModelB2B, B2CB2B2C, B2B2E Key DifferentiatorsCost, ConvenienceUser Experience, Enablement Business Process RedesignCompress/CollapseRedefine Application DevelopmentCentralized, Large TeamsDistributed, Small Teams Consumption ModelBrowsing, ViewingInformation Snacking Service Expectation24x7Anywhere, Anytime End User DevicesPrimarily PCsAny Device Geographic GrowthDeveloped MarketsEmerging Markets

©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

>$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 ©Scott A. Snyder 2011

 Innovation is hard in big organizations ◦ Risk aversion + NIH + Inertia  Enterprises want Control ◦ Access to critical data ◦ Comingling of business and personal  Security and privacy are major impediments ◦ Lack of widely accepted solutions ◦ Limited visibility into applications/activities  Lack of a clear ROI ◦ ROI for wireless to date has been hard to measure  People, processes and tools are not optimized for Wireless ◦ Lack of skills, processes, and systems to fully leverage mobility ©Scott A. Snyder 2011

How do I leverage existing infrastructure and applications? How do I maximize acceptance and usage? Who can I partner with to develop and deliver Mobile? 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? Only 4% of Marketing Executives and 7% of IT Executives “prepared to answer them” – Forrester, Oct 2010 ©Scott A. Snyder 2011

WiQ Wireless Clouds Wireless Experience Smart Devices Wireless Communities Wireless Innovation Flat Organization

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

Wireless Strategy Organizatio n/ Processes Business Model Technology Unwire Business Processes User-centric Organization Enable Wireless Co-Innovation Leverage Mobile Cloud Develop App Factory Device Experiments Rethink Value Chain Test New Revenue Models Manage Cannibalization ©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

Mobile Cloud Ecosystem (4G Wireless, Developers, Partners, R&D) 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

 4G Wireless and Digital Swarms ◦ The New World of Wireless: How to Compete in the 4G Revolution, Snyder, Wharton School Publishing,  Blog: swarm/ swarm/  WiQ Survey: ◦ a/DSI_Webinar WiQ_Quiz.pdf a/DSI_Webinar WiQ_Quiz.pdf  My contact information: ◦ ◦ Phone: ©Scott A. Snyder 2011