A commitment to value creation

BM. What are the main goals and challenges that the CIOs of mid to large-size enterprises tell you they have when implementing a mobile enterprise and realizing its promise?

JB. CIOs inherently understand the importance of providing the best possible systems to enable their workers to get their jobs done. CIOs also have a business to run so they need to deploy solutions with a clear ROI and a low total cost of ownership. To keep the total cost of ownership low, CIOs need to understand the best practices for wireless deployments and are increasingly seeking solutions for enterprise-grade mobile device management (MDM) tools that allow their IT teams efficient and effective deployment, maintenance and control for devices in the field. MDM can often remove the need to have devices come through a central distribution point for provisioning and give IT the control to maintain and enforce security on remote devices.

Some general areas where CIOs are finding ROI in wireless solutions include driving improved efficiencies into processes (removing or reducing the amount of paper from a process is a great example), improved communication for mobile workers including knowledge workers and sales or field forces, and wireless solutions that be can be used as a back-up communication platform for mission critical applications that primary rely on wireline connections.

In terms of challenges, CIOs have a number of concerns across all systems that are not unique to wireless such as security, ease of system deployments and the ease of ongoing support and maintenance of systems. Specific to wireless, CIOs do not want to create new systems solely for the wireless environment. Instead they want to leverage existing applications, systems and processes and leverage them over wireless devices. With the recent advances in wide-area wireless networks bringing higher throughput and lower latency plus carrier value-added services, this becomes possible. These have spiked the interest of many companies and they are fundamental drivers for wireless adoption in the enterprise.

BM. What role does a network operator play in helping large and mid-sized enterprises realize the promise of mobility?

JB. All operators deliver a core set of functions including providing devices, operating a network, delivering services and a basic level of support. Cingular strives to provide a higher level of service and expertise and ultimately earn the role of trusted advisor with our customers. We approach our business customers not just with a device and promise of coverage but with proven methods to identify and scope opportunities to deploy wireless solutions that will deliver tangible, measurable business value.

While no two wireless deployments are identical, there are commonalities to which best practices can be documented and applied. Cingular has developed detailed criteria and implementation plans that can be adjusted to meet the needs and constraints of customers. Additionally, Cingular has ROI models, case studies and reference architectures that provide a framework from which to build. Once deployed, our customer service team is organized to provide support to end-users and to IT managers supporting multiple users.

BM. How important is it for a network operator to maintain key partnerships in order to bring more cutting-edge devices and applications to satisfy the voice and data networking needs of the enterprise?

JB. It’s critical to build and maintain partnerships with partners across hardware (such as Dell, Lenovo and Symbol), software applications (such as Microsoft and SAP), system integrators (Accenture, HP and IBM are good examples) and finally, connectivity/security providers (such as Cisco and NetMotion). We have built broad expertise across many areas and when our customers need to drill in deeper to particular solutions, we leverage our partnerships with industry leaders to assist in developing wireless solutions.

BM. What specific vertical industries benefit most from converged voice and data communications?

JB. We set out to answer this question several years ago and Cingular conducted primary research to identify industries and processes that could benefit from wireless enablement. The outcome identified specific processes in specific industries where wireless enablement created proven substantial value. In addition, wireless enablement was found to improve process in horizontal applications across fleet management, field service automation and sales force automation.

Since then we have built expertise and wireless process improvements in additional industries such as financial services, management consulting and wholesale sales. We’re nearly finished with another round of research that is going to result in more detailed process improvement frameworks, building both our depth and breadth of intellectual property. This is knowledge that we bring to the table when working with our customers to help jumpstart the process of bringing value through wireless enablement.

We found simply adding wireless to an existing process can add value but that looking at how wireless can be truly integrated into workflows results in a much greater impact. The impact comes from process improvement.

BM. Your company, Cingular Wireless claims to offer an end-to-end enterprise solution for the mobile enterprise. What kind of tangible results does this produce across different business areas? And how can this cost be justified?

JB. I find some of the results we have seen from wireless enablement truly amazing. The speed at which a payback can be realized with wireless solutions is often measured in months vs. years. We have a number of ROI calculators for industries and processes that we share with customers to help them input their specific situation including estimated costs and benefits.

Sometimes the benefits are very straightforward. For example, a dispatched field worker that is able to perform even one additional customer visit each day because of a streamlined real-time wireless workflow can make a significant financial impact or competitive advantage.

We also have examples where unexpected benefits are found. We worked with a customer with a direct store delivery business to streamline processes across the sales and delivery functions and predicted a sizeable ROI in the high six-figure range. After implementation the customer found an improvement in inventory management that ended up saving them in the mid eight-figure range. It’s fair to say the person that suggested going to a wireless process looked like a hero when delivering that news to the management team.

BM. Can you provide a specific example of when Cingular Wireless provided an end-to-end solution that helped an enterprise put all the pieces together for its mobility strategy and then continues thrive under its deployment?

JB. Cingular worked with Steris to identify a wireless solution to improve the productivity, effectiveness and efficiency of their field service team. 750 field service representatives are equipped with an HSDPA/EDGE PC Card modem coupled with a Panasonic Toughbook for wide-area wireless connectivity to the Steris FSA application (Siebel). The solution is meeting return-on-investment expectations and Cingular is working with the customer to identify other applications that may be used remotely to further enhance field service worker productivity.

BM. Cingular has recently offered business customers access to corporate e-mail via Direct Push Technology. How does this technology deliver a better mobile experience for the enterprise executive and mobile worker?

JB. Direct Push is part of Cingular’s leading wireless e-mail portfolio that also includes BlackBerry, Good Mobile Messaging and Cingular Xpress Mail. We take a portfolio approach designed to provide alternatives to match customer preferences and priorities influenced by both the needs of IT and lines-of-business within an enterprise. Our business account team helps customers assess the options and make the right decision for their business.

Direct Push typically appeals to customers who have deployed Microsoft Exchange, have a strong Microsoft IT skill set and recognize the benefit of providing their users with a familiar Windows experience while mobile. Companies that fit this profile find the ability to leverage their existing Microsoft infrastructure investment very appealing.

BM. How do you maintain an optimal level of support across so many solutions and such a wide customer base?

JB. We have a dedicated team focused on business. That includes the entire product lifecycle and we have specialists in each area that think about nothing but how to deliver and support the right products for our business customers. A back-office team is organized by function and the field team is organized by customers segment – large corporations, mid-size companies, small business and government agencies including state, local, education and federal. This mix provides continuity across products and service with the flexibility to adjust to the specific needs of the various segments.

It starts with the marketing team building an understanding of the customer needs through active discussions with customers, primary research and secondary research. From this, requirements for products and services are developed to address the customer needs and deliver meaningful value. The marketing team also provides tools the business account team can use to share product and service information with customers.

The business account team is on point for the relationship with the customer and making sure the rest of the Cingular team is delivering. They are also on point for engaging the right resources to execute on wireless deployments. The data solutions consulting, solutions engineering and architecture teams provide in-depth, hands-on solution development guidance. While the dedicated business care team is available to solve any issues that might arise and we have multiple tiers of support within our care organization with expertise into the solutions we have in market.

This dedicated end-to-end approach to business is unique in our industry.

BM. What ultimately separates Cingular Wireless’s enterprise solution from the other major network operators?

JB. At the foundation, we bring to the table the ‘basics’ that you expect from a wireless carrier – our viability as a corporation, the wireless network required to deliver wireless voice and data services and extensive service delivery capability. Our parents are leaders in the telecommunications industry and the Cingular network operates on GSM, the global standard for wireless communications plus we’re investing a quarter of a billion dollars on the systems and processes to set the bar in the wireless industry for service delivery to businesses – this is a rock solid foundation. Upon this we provide superior coverage, quality, value and a dedicated business customer service organization that differentiates us from other carriers.

The next component is ‘solutions’ – an unsurpassed portfolio of wireless business products and services across devices, connectivity, security and other services that enhance business productivity.

On top of the solutions are the people and expertise to make it all happen. Cingular has a dedicated business-focused team that can customize solutions and work with customers providing comprehensive support throughout the project lifecycle. We’ve built an extensive ecosystem of trusted market leaders – hardware, software, connectivity/security and professional services providers that extend our capabilities and help us orchestrate end-to-end business solutions. Our extensive knowledge base brings documented experience, knowledge and best practices to define and deliver solutions for maximum impact.

And finally, most importantly, what is the business value to our customers? How can we impact and help better their business? We believe it’s critical to develop a trusted relationship between the enterprise and Cingular and upon that we can deliver measurable, tangible business value.