Android’in Kurumsal Uygulamalar İçin Adreslemesi Gereken Beş Madde

Marko Gargenta

Five things Android needs to address on the enterprise side

Android in the enterprise requires improvements in security, management and app stores.

by | @marakana | Comments: 1 | 25 August 2011

My lovely cubicle by ashley_dryden, on FlickrAndroid has the foundation to support enterprise use, but there’s a handful of missing pieces that need to be addressed if it’s going to fully catch on in the corporate world. Below I look at five enterprise areas that Google and third-party developers need to work on.

Managing the device fleet

A typical enterprise needs to have a way of managing a fleet of devices, whether personal or company owned. There are currently a number of vendors providing solutions to this problem, including3LM, Good Technology, MobileIron, and Sybase.

What needs to happen: Google needs to help create a standard for a complete enterprise Android solution, or it must support one from a third party. Until recently, the closest candidates were the Motorola Droid Pro and Photon lines, but Google’s planned acquisition of Motorola could yield a full enterprise option. Keep in mind that Motorola already owns 3LM, one of the leaders in Android security solutions.

Enforcing security policies

CIOs need to enforce their security policies, and they also want to be able to wipe a lost or stolen device. Android does provide the plumbing for most of this work and third-party vendors are starting to create solutions on top of it, such as Motorola’s Enterprise Device Policy Management API and related MotoBlur solutions.

What needs to happen: This market is getting fragmented, and CIOs will need to do their own research for the right solution for their particular enterprise.

Securing connections to enterprise networks

Most corporate networks are secured with either SSL or VPN solutions. Android supports both, at least on paper. The problem is that corporate America typically uses proprietary VPN solutions from vendors like Cisco and Juniper. That means that most Android devices do not offer any useful VPN options to corporate users. This is a big issue that is slowly being addressed by device manufacturers. Companies like Samsung are entering into licensing agreements with the Ciscos of the world to make sure enterprise-grade VPN is part of their Android product lines.

What needs to happen: Carriers or OEMs need to bundle the right VPN solutions with their devices. We’re starting to see this with certain Motorola models on the Verizon and Sprint networks.

Sandboxing apps

I often hear IT people say they want to control the types of applications and content users can download to their company phones. While it’s possible to wall off a company-issued device, it’s an expensive strategy that creates a false sense of security. A better approach may be to allow coexistence of both corporate and personal applications on the same device. Android already provides solid application sandboxing, which isolates data so each app has its own data privacy.

What needs to happen: IT departments need to provide enterprise-grade apps for enterprise data. Those departments must also get used to corporate apps coexisting on devices with consumer apps. A good example of enterprise apps is Google’s Apps for Enterprise cloud solution and its mobile counterparts, such as GMail, GTalk, and Docs.

Trusted markets for business apps

Google’s Android Market is based on reactive testing that basically crowd sources quality assurance. That model won’t cut it for corporate clients. The rise of enterprise-friendly boutique markets, like Cisco AppHQ, could provide the needed alternatives for enterprise adoption.

What needs to happen: The free market needs to work its magic. Multiple app stores are a good thing, and eventually consumers will know which brand to trust for certain types of applications. Google could help the process by allowing other stores to list their apps on Google’s Android Market. Carriers could also pre-load multiple store apps.

The future of Android in the enterprise

While Android doesn’t come with all the enterprise bells and whistles, it’s built on a strong and secure foundation. And while Google needs to do more to provide the missing pieces, the company has created the infrastructure for other companies to step in and fill out Android’s enterprise offerings. The strategy appears to be working, asresearch has found Android to be gaining adoption within corporate IT departments. As more employees bring Android devices into their offices, and as Android’s corporate offerings mature, I expect enterprise acceptance to accelerate in the years ahead.


IOS & Android Global Rakamlar

Kaboom! iOS and Android International Installed Base Expansion

Posted by Peter Farago on Fri, Dec 23, 2011

Because this chart measures future potential, TAMs are much larger relative to active user bases.  The result, visually, is a lot more “light blue.”  Many of the world’s largest countries have largely un-penetrated markets, primarily due to standards of living (emerging markets) or increased competition for consumers’ disposable income (developed markets).  In either case, the TAM is there, but the adoption hasn’t yet occurred.  So, many of these markets are future bets with the time of maturity somewhat variable and unknown.  In this chart, the U.S. has both the largest current installed base and market upside.  Again, this is because of its unique, well-penetrated and large, affluent population.  Next China, given its very large population (1.3 billion), along with a growing middle class who has already begun adopting smart devices, has the world’s second largest market potential.  In comparison, even though India has the world’s second largest population (1.2 billion), its TAM is much smaller than China’s because of India’s very low standard of living.  The result is that, even though its total population is not far behind China’s, its total addressable market is.  Further, the adoption of smartphones and tablets among its TAM has been small.  Finally, Japan, the world’s fourth largest market, has a lot of upside given light penetration of iOS and Anroid devices against its large, addressable market.

iOS and Android sales boomed in 2011, with international smartphone and tablet adoption accelerating.  As we look forward to 2012 and beyond, we expect the trend of international expansion to continue.  With the world’s estimated middle class now totaling 1.8 billion, there remains a lot of unconquered territory for Apple and Google, who currently lead the charge in driving smart device adoption.  This is equally good news for developers, who build apps for these platforms, and directly benefit from their installed base growth.

Mobil ( Dijital ) Stratejiniz Ne Kadar Akıllı?

How Smart is Your (Mobile) Digital Strategy?

I read this afternoon that more than 40% of Canadians that have cell phones actually carry smartphones in their pockets.

That’s 8 million people in Canada.


So … if you’re just starting to get into digital marketing, is upwards to 40% of your digital strategy focused on mobile tools or applications that are designed specifically for smartphones?

If you’re not sure where to start, here’s a list of activities:

Select Mobile Content Usage
September 2011
Total Canada Mobile Subscribers and Smartphone Subscribers Ages 13+
Source: comScore MobiLens
Share (%) of Mobile Subscribers Share (%) of Smartphone Subscribers
Total Mobile Subscribers 100.0% 100.0%
Sent text message 67.4 88.1
Used downloaded application 40.9 84.2
Accessed news and information 39.5 79.3
Used browser 36.9 74.8
Used email (work or personal) 32.7 69.3
Accessed Social Networking Site or Blog 29.2 60.7
Played games 28.0 53.2
Accessed weather 27.5 60.2
Accessed search 24.2 51.2
Listened to music on mobile phone 20.8 40.7
Accessed maps 20.1 44.4
Accessed sports information 14.8 31.5
Accessed entertainment news 14.2 29.5
Accessed bank accounts 13.5 28.8
Scanned QR/bar code with mobile phone 8.1 18.1

Again, wow.

Games, weather, apps, texting, news, email, maps, locations, reviews and music are all just a few colours of the full palette of opportunities with mobile marketing, so again, I ask the question:  what specific strategies are you working on to ensure that these 8 million people find you while they’re doing the ‘Blackberry prayer’ (ie. the walk and text coddling that you see with most digerati)?

Digital & Mobile Tactics for Getting Found … on SmartPhones

If you’re not sure about how to address this audience, here are a few quick recommendations:

  1. Google Places:  make sure your Google Places account is claimed, up to date and ready for mobile interaction.
  2. Mobile version of your site:  Is your site mobile ready?  I got busted by a friend who pointed out that a mobile directory didn’t have its own mobile site.  Even the Bottree site has its moments, but it’s something that’s worth investigating if you’re a retailer with even one location.
  3. Reviews:  use any local engine (including Places) to ensure that as information is aggregated into an average of stars and comments, you’re there shouting out from someone’s Samsung or Sony.
  4. Click-to-call:  if you’re doing a Google AdWords campaign, be sure to allow click-to-call tracking.  It’s a buck per click and it’s worth every penny because the call is tracked for you and custom mobile stats are recorded with both AdWords and Analytics.
  5. QR Codes:  to what extent are you using QR codes or other formats to let users quickly find out more about your product or service?  Don’t forget that a quick snap can validate a print ad or other media format with a click.
  6. Custom Local Sites:  don’t shy away from GroupOn, FourSquare or other local deal engines, as they help mobilize traffic for your service as people are in the mood to buy your goods.  Think impulse.
  7. SMS Codes:  while not as popular as they once were, they are still used by those who want to avoid the bandwidth charges associated with maps and browsing and are great ways to address that whopping 88% number listed above.
  8. A Good App:  Don’t build an app that just repositions your brand.  Post something in the app universe that’s actually got a use to it.  If you’re a food retailer, how about something that gives me coupons of the day that I can scan at the point-of-sale (POS) or recipe ideas related to specific produce?

A lot of these are pretty basic, don’t cost a lot and just need a little time to set up.  If you’re not sure how to go about any of the above, contact me.  I’ll be happy to get you pointed in the right direction.

For those of you who have done something with mobile, what are some other tactics that you’ve used for your campaigns that have worked (or not) when it comes to mobile?

What are some technical limitations behind the implementation or success of any campaign?

Please share your thoughts below.

Conclusion:  Mobile is a Must

If anyone that you speak with talks about banner buys and filling little tiny boxes on even smaller screens, tell them to go somewhere else.

Mobile marketing is here and you have to be ready to communicate instantly with people that are going to be shopping, researching and finding you, mostly on impulse.

This new age of new age marketing is going to force a lot of marketers to rethink their strategy even before it’s begun.

It’s OK though:  because of the rate of change, most people are on the same page!

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