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Antenna's 10 Mobile Technology Trends for 2010

The Cloud, Torrents of Apps and Endless Stream of Devices Will Fuel Mobile Platform Growth (December 16, 2009)

JERSEY CITY, NJ -- (Marketwire) -- 12/16/09 -- Antenna Software, delivering real business mobility to the world's most demanding enterprises, announced today the 10 mobile technology trends that will most impact the market in 2010.

With the "consumerization of the enterprise" in full swing, the mobile market is now experiencing a rapid proliferation of mobile devices, software and applications in the enterprise. While this increasingly diverse technology landscape may present some management challenges, it will likely be offset by the unprecedented opportunities and choices available for satisfying business requirements and driving innovation.

To help enterprises stay ahead of the mobility curve in 2010, Antenna has identified the following key industry trends to consider when defining their mobile and IT strategy:

1) The Big Productivity Squeeze: Smart companies have proven that mobility allows them to run lean, and also helps to increase worker productivity and improve customer satisfaction at every touch point in the field. Because of this, many experts believe the mobility market is poised for double-digit growth at a time when overall IT spending is predicted to remain flat to marginally down over the next 12-18 months. According to IDC's Worldwide Mobile Middleware 2009-2013 Forecast and 2008 Vendor Shares (Doc # 219186) from July 2009, the mobile middleware market is expected to grow from $853.8 million in 2008 to $1.6 billion in 2013, at a CAGR of 13.6 percent.

2) Left to Their Own Devices: Forward-looking IT departments will stop fretting over personally liable devices and embrace them as a potential means to improved user satisfaction, higher adoption, better productivity and lower costs. In the long run, many will realize it is not feasible to standardize on just one device platform. The iPhone has taken the enterprise by storm and we believe the same will be true for Android and other future devices.

3) App Stores Ready for Business: There are thousands of apps in consumer app stores today, but only a fraction are relevant for the enterprise. Moreover, businesses want to be able to vet and control their mobile enterprise applications, as well as deploy and provision them in a highly secure, reliable and manageable fashion. Company branded and controlled app stores will enable enterprises to do just that, easily accommodating a wide range of users on multiple and varied devices.

4) Middleware Finally Gets Sexy: Increasing diversity and complexity in the technology market will turn heads to mobile middleware. IT realizes that highly useable mobile applications require elegant integration with a variety of systems from legacy back ends to Web 2.0 social media. As such, they have greater appreciation for mobile platforms and the scalability, flexibility and security they provide.

5) The Outlook for Mobility is Cloudy: More businesses will realize the benefits of a SaaS-based mobile delivery model in 2010 -- realizing it gives them the flexibility to scale-up/down their deployment, stay ahead of the innovation curve and focus on strategic issues rather than tactical ones. According to a recent IDC report, "Enterprise Mobility in the Cloud" (Doc # 220192) from October 2009, "almost 40 percent of organizations plan to deploy a SaaS-based mobile solution in the next 12-18 months." It's clear that an unequivocal shift to cloud-based services is underway:

6) Smaller Windows, Better Visibility: Business intelligence (BI) will become increasingly mobilized and, in turn, mobility will drive better BI. As more workers use mobile apps, data is accrued in real time to feed BI engines. Executives will be glued to their mobile screens for the latest stats on their business.

7) (More) Power to the Customer: Customers in this economy will be more discerning and demanding than ever. Businesses will have no choice but to empower customer-facing workers with mobility to differentiate on service and create competitive advantage.

8) Everyone Wants to be Thin and Rich: As B2C surges, expect the Web browser to become the dominant delivery mechanism for rich mobile apps. Native mobile apps are not going away anytime soon, but thin applications built on HTML5 are paving the way for richer mobile apps with data persistency. Expect HTML5 and multi-media technology such as Adobe® Flash® to be supported on at least three mobile browser platforms by the end of 2010.

9) Got Platform?: Mobility won't mean a thing if it is not strategic. Companies are moving beyond tactical pilots and small deployments to larger, enterprise-wide initiatives for sustainable, competitive advantage. Underlying mobility platforms will be central to long-term mobile strategies.

10) The Mobile Pile-On Effect: Tough economic conditions will continue to weed-out the smaller mobile specialists who struggle with liquidity issues. But filling the void will be the carriers, ISVs and systems integrators, who see a huge market opportunity and may double-down on mobile.

"Businesses that are passionate about customer service, committed to improving employee work/life balance and focused on improving profitability have seen the value of mobile solutions many times over," said Jim Hemmer, president and CEO, Antenna, Inc. "Antenna's mission for 2010 is to help our customers and partners cut through the complexities of this dynamic market, choose the right technologies for business demands and keep things simple for their users, so they can achieve an ROI quickly."

About Antenna

The Antenna Mobility Platform(TM) (AMP) powers the real-time mobile enterprise -- a must for today's fast-moving, always-connected and customer-driven world. Delivered as a hosted service, AMP makes going mobile simple, secure and cost effective with end-to-end management and reporting of wireless messages, network connections, users, applications and devices. Antenna's broad portfolio of industry-focused mobile applications streamline and improve processes and can be easily configured to meet unique needs. AMP applications run on any mobile device platform, including Apple iPhone, RIM BlackBerry, Windows Mobile, Windows, Symbian and Google Android. With more than a decade of proven success with Global 1000 customers, Antenna is the global industry leader with a passion for mobility, a commitment to excellence and an unwavering focus on customer success. Follow Antenna on Twitter @AntennaSoftware.

All product and service names mentioned are the trademarks of their respective companies.

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