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There are five challenges for companies looking to launch an enterprise mobility strategy, according to Juan Bello, VP of sales and advisory for Latin America at US software developer GlobalLogic.
The challenges lie in finding a solution considering the disperse technology in the market when it comes to the various smartphone platforms, providing security especially considering that the mobile device is being used more and more for transaction payments, providing a pleasurable user experience for increasingly demanding clients, identifying the ROI considering that mass apps generate more use than revenue and the deliverable is not always measurable in income generation or lowering costs, and defining strategies and longer-term planning in an ever changing environment that often requires what Bello called "sprint tactics."
Coming up with the strategy must be aligned with the business, he said during the Enterprise Mobility 2011 event held in Santiago, Chile. Issues such as the target audience can help to define what type of solution to deploy: A mobile web strategy is more appropriate for quickly getting a message out to mass audiences and at a lower cost, while native apps require higher budgets and would be more called for in targeting a smaller, more specific VIP audience.
Bello highlighted the fact that smartphones are getting ever more prevalent throughout Latin America, pointing to worldwide predictions that smartphone sales are to outpace computer sales by 2012; that there will be more people surfing the internet via mobile phones than by PCs in 2013; and that access to mobile data will be 3-4 times higher in 2015 than access over fixed lines.
At the same time, the executive pointed to the Nielsen Smartphone Analytics study from June this year, which found that Android users in the US spend 67% of their data time on apps and 33% on mobile web. Of the time on apps, 43% was spent on the top 10 applications.
When it comes to developing the mobile web, he recommended WAP 2.0 technology for a more universal reach, including on feature phones, and HTML5 technology for smartphone reach. And security is always an issue that needs to be considered, Bello added.
Argentina, Chile and Brazil are the main markets for GlobalLogic in terms of revenue contribution in Latin America, which currently represents some 10% of the company's overall revenues. In Latin America, it also has clients in Peru, Colombia and Venezuela.
GlobalLogic provides clients with a range of R&D services in markets such as digital media, electronics, finance, healthcare, infrastructure, retail and telecom.
In the mobile software segment, the company offers services such as mobile product development, mobile testing and platform and device portability; works with mobile platforms including Android, BlackBerry, iPhone, Symbian, BREW, Windows Mobile and Bada; and develops mobile solutions such as location-based services, m-commerce, m-banking, mobile streaming, presence and social media, sync, mVoIP, mobile publicity and messaging.