Fall 2010 - Northern Virginia Technology Council

P E R S P E C T I V E S
Mobile Computing—Collaborative, Engaging and Always On
A New Paradigm for Customer Engagement
By Bradley Schwartz
In a revolution would you lead, observe or put
your head in the sand and hope it passes?
We are in a revolution — a mobile revolution
where mobile technology and computing
platforms will fundamentally change how business
and governments serve its customers. Mobile
brings the advantages of cloud computing
together with social networking while providing
convenient access to information from any
source, device or location, at any time.
The mobile technology revolution began 40
years ago and has evolved today where nine out of
10 Americans have a mobile device. With access
to the Internet using powerful mobile computing
platforms, we have reached the next adoption
wave transforming how we communicate, work
and play. The market trends around mobile technology
are unmistakable in foretelling the future:
• In Q4 of 2010, the number of smartphones and
tablets sold exceeded the number of PCs sold.
• In 2011, more than 50 percent of people accessed
Facebook and Twitter via smartphones.
• By 2012, one in every two Americans will have
a smartphone (in Japan the penetration is 86
percent).
• By 2014, more people will connect to the Internet
via mobile devices than PCs.
Apple sparked the current mobile Internet
adoption wave with the introduction of the iPhone,
iTouch, iPad and the Apple AppStore. Today’s
mobile applications actively push the latest
trends and best deals to the palm of the consumer
in real-time. Consumer desires are indulged with
transparent pricing, consumer-driven product
reviews and services providing deep discounts
using mobile coupons. Consumption models are
evolving as people become accustomed to buying
soft drinks and paying parking meters with
their mobile device. This is just the beginning of
the new engagement model where every touch
point is interactive, engaging or relevant to our
personal interests.
What will Drive the Next Adoption Cycle?
The third wave in the mobile revolution will occur
when business and government fully embrace
the mobile engagement model. While 53
percent of corporations have adopted or support
iPhones, only 3 percent of the apps provide utility
to business or government. The paradigm
shift will occur when mobile apps are deployed
to increase efficiency, make relevant information
more accessible and engage the workforce to
be more creative, collaborative and personal to
their job function. With a highly mobile customer
base and community, new models will evolve
that provide a more relevant and engaging interaction
further blurring the lines between work
and personal life. How we interact with employees
and how we engage with customers will never
be the same.
Unfortunately Every Revolution has its Challenges.
Igniting government and corporate enterprises
to take full advantage of the mobile engagement
model has four primary challenges:
1. Information security and data privacy
2. Adoption and resistance to change
3. Separating personal and business usage
4. Who pays for devices, access and
mobile app development
Future Mobile Computing Predictions
1. Branded Mobile Apps will become commonplace.
Similar to the late ‘90s when every
business needed a website to be deemed
credible, every agency or business will need a
branded mobile app to be deemed relevant.
2. Every agency or business will have their
own application store or repository. Workers
will go to the company “AppStore” to download
applets on their mobile device to improve
productivity, encourage collaboration and better
filter relevant information.
3. We will overcome the challenges. By combining
technology, policy changes and human
resource incentive, technology companies will
come together to remove obstacles and lead
the third wave to realize the full potential of
the mobile revolution.
The question remaining is whether the Northern
Virginia technology community is ready to lead
the mobile technology revolution and transform
how we engage our workforce, customers and
community. nvtc
“The new mobile
engagement model
will be collaborative,
engaging, always on
and highly personalized.
How organizations
interact with the
workforce and how they
engage with customers
will never be the same.”
Bradley Schwartz is president
and ceo of Blue canopy, one of
the fastest-growing government
system integrators. As a 2011 Tech
Titan and nvTc Board Member,
Brad has a natural talent to lead
and grow companies.
Fall 2011 www.nvtc.org THE VOICE OF TECHNOLOGY 5