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	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	Average: 4  (1 rating)

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Executive Summary

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.

TABLE OF CONTENTS

• Enterprise Mobility Momentum Continues In A Down Economy
• Corporate Mobility Is Still Driven By Increased Dependence And Complexity
• Mobile Applications And Mobile Services Are The Hottest Growth Areas
• Mobility Selling — Particularly Apps — Must Target Multiple Constituencies

RECOMMENDATIONS

• Three Tactical Recommendations For Mobility Marketing Executives
• Supplemental Material
• Related Research Documents

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