July 28, 2009

Demand Insights: Enterprise Mobility 2009

Prepare For The Rise Of The Mobile Wannabes And The Services To Support Them

by Michele Pelino

with Heidi Lo, Ellen Daley, Madiha Ashour

Executive Summary (This is a document excerpt)

Forrester's latest Enterprise And SMB Networks And Telecommunications Survey, North America And Europe, Q1 2009, shows continued enterprise mobility momentum — even during these challenging economic times. Buyers are investing in mobile applications for both line-of-business (LOB) personnel and the rising number of mobile-wannabe workers who bring their personal mobile devices into the office. As the mobile demands on IT departments increase, we are seeing rising demand for mobility management services (e.g., mobile device management, help desk support, and break/fix services). At the same time, the buying process is getting more complex. In addition to IT decision-makers and LOB buyers dominating the buying decision, our data shows for the first time that end users are being included formally in the mobility decision process. What should you do? Marketing executives for all types of enterprise mobility must target this wide swath of influencers. Furthermore, our data shows that decision-makers are increasingly using online marketing channels for information. Thus, marketing plans must exploit these channels in a more aggressive manner.

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