毕马威咨询企业移动商务发展趋势研究报告(编辑修改稿)

毕马威咨询企业移动商务发展趋势研究报告(编辑修改稿)内容摘要：

niversity American University asked KPMG Consulting to conduct a detailed study and pilot to determine the viability of offering wireless voice and data service to students, faculty and staff. The KPMG Consulting team bined market research, financial analysis and petitive analysis to evaluate and validate the opportunity. KPMG Consulting then helped the client select vendors and conduct a two month pilot of a wireless voice and data system.. The successful conclusion of the pilot validated the wireless strategy and proposed wireless work. On May 1, 20xx, American University announced their plans to implement campuswide, the wireless system to handle voice, data and messaging.  InfoWave Infowave develops software that allows mobile and disparate workforces to access corporate works using wireless devices. To support its rapid and dynamic growth, the client wanted to implement a CRM solution to provide more accurate, uptodate customer information to its sales force and channel partners. The wireless CRM solution was deployed to endusers within sales (inside and regional), marketing, product management, customer service, corporate munications, investor relations and to the executive team. The solution provided users with realtime, read/add/update functionality while connected wirelessly. Within a standard web browser on their mobile device, users have realtime visibility into the entire prospect/customer profile. Some of early ROI metrics include:  Improved Productivity (sales cycle reduction of 50%, improvement of lead receipt to response by 100%)  Reduction in Operating Costs (reduction in partnerrelated costs by 50%, more effective use of marketing expenditures)  Gain in Market Share (increase in customer base by 20%)  Improvement in Bottom Line (increase in customerpaid installations by 300%) eCustomer World Golden Award 20xx for excellence in its Mobile CRM Solution category Page 12 What’s Needed? What will aid enterprise adoption of Mobile Business and Web Services?  Improved economic climate and industry maturity  Focus on business benefits not technical distractions  Compelling value propositions for enterprise adoption  Solutions that acmodate today’s limitations in devices, standards, bandwidth and coverage  Pioneers and early adopters generating success stories and ROI stories  Serious pilots with clear objectives and not “science fairs”  Carefully executed strategies and deployments that leverage synergies between these emerging and disruptive technologies  Fundamental understanding that emerging technologies are the next petitive advantage Page 13 Mobile Business amp。 Web Services Industry Scenarios  Examples of where mobile business and Web services can be applied in bination to solve enterprise requirements Best Practices  Remendations for enterprises when considering the convergence of mobile business and Web services Page 14 Industry Scenarios – Chemicals Creating the RealTime Enterprise – Mobility and Business Process Performance Management (BPPM)  A chemicals pany using wireless and mobile devices as part of a business process performance management system tied to sales and field operations.  Benefits / Observations  Mobile devices help to move to the required level of visibility and access to information  Provides sales force with alerts related to sales opportunities (leads) and sales exceptions (customer purchasing patterns out of limits, inventory unavailable, logistics issues)  Management by exception – mobile device bees a business device monitoring the business activities and key performance indicators  Mobile devices provide an alert mechanism for faster response to business process exceptions  Application integration acplished via Web services Page 15 Industry Scenarios Communications Creating New Revenue Streams Delivery and Integration of Digital Services  A mobile handset manufacturer moving into digital services such as downloadable ring tones has two challenges – payload delivery to the device and backend integration with wireless carrier billing systems.  Benefits / Observations  Mobile devices are the end point for the payload delivery – effectively serving as the subscriber for Web services  New integration techniques such as Web services can help to speed integration and reduce costs of connecting into backend carrier billing systems  Wireless Inter value chain is e。