MOBILE ENTERPRISE APP STORES: THE SAP GAME CHANGER
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MOBILE ENTERPRISE APP STORES: THE SAP GAME CHANGER www.wipro.com
CONTENTS
Testing times for time-tested strategies 3
Picking best practices from a consumer app store 4
Going beyond a consumer app store 4
New balance: encouraging openness to user needs 5
Game changer 5
About Wipro Technologies 6
By Nixon Xavier
Testing times for time-tested strategies
The success of mobile applications lies in simplicity. The “simplicity” attribute applies to how the app is discovered, the way its Unique
Selling Proposition (USP) is conveyed to users, how it is downloaded, installed, updated and finally, at the end of its lifecycle how it is
uninstalled.There are two other attributes of mobile apps that tend to be underestimated.This is because we have, in the short history of
mobile apps, begun to take these two attributes for granted.
First, mobile apps have trial versions that reduce the risk of being landed approach means that SAP must learn to move away from its traditional
with a lemon. The try-and-buy process popularized by mobile apps makes philosophy of delivering enterprise applications using their proprietary
it easier to arrive at sensible buy decisions. Apps use the “snacking” Advanced Business Application Programming (ABAP/4) language where
concept to legitimately gain wallet share. Users take little bites of the app developers had access to the source code. In the world of mobile apps,
and get addicted to it. SAP has to do a lot of work so that developers can build on top of the
Second, mobile apps are available on a variety of platforms. It should come solutions available in the market place. SAP’s Mobile Enterprise
as no surprise that most of the selling is not about how the app works. It is Application Framework is in the pipeline and expected to be available for
about the user experience. developers in the coming years.
Mobile Enterprise App Stores (EAS) have been watchful. The trend has With mobile technology and platforms evolving rapidly, mobile apps need
not escaped their notice. They see an opportunity building up. SAP’s regular upgrades or new ones must routinely be created to meet business
Mobile EAS makes a classic early example of applying consumer trends to needs. Mobile app stores must be nimble. For SAP, ensuring that partners
enterprise environments. Applying consumer preferences to a store is the all over the world create mobile apps for their products has a distinct
easy part. The tough part for a market leader like SAP is the decision to advantage. Apps are available in a variety of flavors and on different mobile
change its time-tested approaches to business.
platforms and devices. Not surprisingly SAP is actively encouraging a
For SAP the Mobile EAS is an extraordinary adjustment in its long-standing partner-built app eco-system that is churning out apps on every major
sales strategy. The enterprise backend giant is allowing developers to platform (iOS, BlackBerry, Android and Windows) with multiple form
create and sell software that integrates with their platforms. The new factors to support various industries and Lines of Business (LOB).
03
Picking best practices from a Going beyond a consumer app
consumer app store store
At first glance, the SAP Mobile EAS appears to take its cues from a While the SAP Mobile EAS must present a carefully structured consumer
app store like experience that users are familiar with, it must meet varied
consumer app store like iTunes or Google Play. Apps are available by LOB
enterprise needs especially with regard to security. That’s where the
(Finance, HR, Procurement, Sales, Service, Supply Chain), by industry
similarity with a consumer app store ends. Mobile app stores must, going
(Public Sector, CPG, Retail, Healthcare, Education, Utilities, into the future, blend a number of features that are consumer-driven and
Manufacturing) and business analytics. Anyone can visit the store, browse, enterprise specific.
check out the top sellers, catch up with the new apps, read reviews, Serving an enterprise entails tailoring the app store service to the
requirements of the enterprise. As an example, employees of an
download a trial version that is right for the user’s device, experience it and
education business need not be shown apps related to retail; but both
when satisfied download the paid version. Like consumer app stores, a
employees (from education and retail) can be shown the SAP Employee
recommendation engine that aids the discovery of more apps powers this Lookup mobile app or the SAP Interview Assistant app that helps
one (“You-might-also-be-interested-in-these-solutions” type of managers review candidate information for recruitment. The visibility to
such white listed apps (white listed by the enterprise that is using the store
recommendations).
for mobile apps) can be further based on user roles. For example,
The SAP Mobile EAS even mimics “social” behavior. Users can everyone in the company may have access to the Employee Lookup app
but only the HR function would be allowed to access the Interview
recommend/ share an app with their colleagues and friends using Twitter,
Assistant. These features currently don’t exist on the SAP Mobile EAS.
Facebook, Google + or LinkedIn. But clearly, they quickly need to.
Core of a Mobile Enterprise App Store
MUST HAVE CONSUMER APP STORE LIKE ATTRIBUTES MUST HAVE ENTERPRISE APP STORE LIKE ATTRIBUTES
• Ease of use/app discovery mechanisms • Apps exposure consistent with employee role/authorization
• Try-and-buy • Enterprise specific pricing/discounts/bundles
• Device and platform compatibility
• Purchase via enterprise evaluation/procurement process/packages
• Recommendation engine
• Pre-sales support
• Social inputs
• Certified apps
04want. Based on actual uptake, comments and usage patterns, developers
New balance: encouraging
may decide to change platforms, develop on multiple platforms, or offer
openness to user needs
discounts etc. The free market dynamics of the Mobile EAS creates a
In the normal course of managing an IT environment, CIOs may decide to balance between user needs and developer revenues (revenues are
develop their own mobility apps. The task would normally be assigned to shared with SAP).
IT. Once the app is ready and tested, it would be handed over to business
On the partner-developer side of the arrangement, SAP does not restrict
for use. Rarely would inputs from users find their way to the app design
developers with exclusivity contracts. The apps can be featured on any
process. But a bigger issue confronting users is that apps developed by IT
store. The advantage developers have (aside from SAP certification) is
are often designed for a specific mobile device and platform. Users find
exposure to a large market on the SAP EAS.
they are restricted in their choice of devices and the app fails to
gain traction.
Equally often, users upgrade their devices, but IT fails to create an Game changer
upgraded version of the app, once more leading to loss of traction. Finally,
The strategic value of the Mobile EAS to SAP is not immediately apparent.
users have different ways of managing the same task and prefer different
What the EAS does is build a subtle influence on IT to take a decision
types of apps to work with. For example, two people may create sale
in favor of implementing solutions that business users find useful. It could,
orders in completely different ways, but the output is identical. Both
in the future, develop group bargaining capabilities, allow the
employees may prefer different apps to achieve the same goal.
partner-developer to set pricing models and create the dynamics that
The SAP Mobile EAS has an elegant model that solves these problems. ensure partner-developers work harder at selling the apps that are
Partner-developers are free to design the apps they believe users will improving the productivity and efficiency of SAP users.
05About WiproTechnologies
Wipro Technologies, the global IT business of Wipro Limited (NYSE:WIT) is a leading Information Technology, Consulting and Outsourcing company, that
delivers solutions to enable its clients do business better. Wipro Technologies delivers winning business outcomes through its deep industry experience and a
360º view of “Business through Technology” – helping clients create successful and adaptive businesses. A company recognized globally for its comprehensive
portfolio of services, a practitioner’s approach to delivering innovation and an organization wide commitment to sustainability, Wipro Technologies has
130,000 employees and clients across 54 countries.
06DO BUSINESS BETTER
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