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MOBILE ENTERPRISE TRENDS 2015 Kevin Spain September 8, 2015
OVERVIEW § Mobile represents the next major technology platform shift for businesses. Like the SaaS platform shift, mobile will create tremendous opportunities for enterprise-focused entrepreneurs. § We estimate that mobile enterprise will ultimately represent an annual revenue opportunity for entrepreneurs of at least $100 billion. § This report will review the current state of the enterprise mobile market and will share our predictions as to where this market is headed.
WHY MOBILE MATTERS TO ENTERPRISES
WHAT IS DRIVING GROWTH IN MOBILE ENTERPRISE? DYNAMICS DRIVING MOBILE ENTERPRISE GROWTH SOURCE: Tech Pro Research, Pew Research Center, IDC 2 BYOD TAKES HOLD 3 MORE MONEY FOR MOBILE 4 4 1 WORKERS LOVE IT THERE’S AN APP FOR THAT Nearly half of workers state that their mobile device is very or somewhat important for their work. Businesses are increasingly allowing workers to use their own mobile devices for work. 74% of organizations have or plan to have bring-your-own-device (BYOD) policies in place. Enterprise spending on mobility-related technologies is expected to more than double over the next five years. As mobile budgets grow, entrepreneurs are focusing more on building mobile applications for business. As a result, there are more apps available to solve a wide range of business challenges.
WHERE ARE WE TODAY?
MOBILE ECOSYSTEM: APPLICATIONS & ENABLERS APPLICATIONS Native or web-based mobile applications that are: (a) used by businesses and (b) valuable to users in large part because of their mobile functionality. These applications may also have a desktop interface. ENABLERS & Technology solutions that help mobile application developers do their jobs more effectively.
MOBILE ENTERPRISE APPLICATIONS § Emergence publishes a landscape of mobile enterprise application companies annually • Our 2015 mobile enterprise landscape includes 313 companies, up from 258 companies in 2014 and 95 companies in 2013. • The landscape is segmented by key application categories, both functional and industry-related. § The landscape is segmented by key application categories, both functional and industry-related.
MOBILE ENTERPRISE APPLICATIONS LANDSCAPE 2015 ACQUIRED EDUCATION V E R T I C A L HEALTHCARE REAL ESTATE/CONSTRUCT. OTHER VERTICALS TRANSPORTATION KURADO RESTAURANTS HOSPITALITY OrderAhead RETAIL MANUFACTURING BANKING GOVERNMENT PRODUCTIVITY CONTENT H O R I Z O N T A L COMMUNICATION TASK MANAGEMENT & CALENDAR MOBILE FORMS EVENTS & CONTACTS SALES, MARKETING & SERVICE HR & RECRUITNG ACCOUNTING, FINANCE, IT BI & ANALYTICS PAYMENTS
MOBILE ENTERPRISE APPS: LANDSCAPE TRENDS § The number of mobile enterprise application companies has grown by 20% in the last year § While this isn’t a high growth rate, it is similar to the early days of SaaS when entrepreneurs were learning to capitalize on a new platform and the pace of company creation was modest. § Industry-focused apps are playing a prominent role § Approximately 1/3 of the companies on the landscape focus on specific industries. This is different from the early days of SaaS when nearly all companies were cross-industry. § Early M&A has centered around productivity apps • Microsoft has played a prominent role having acquired three productivity-focused mobile enterprise companies to date (6Wunderkinder, Sunrise, and Acompli).
EARLY STAGE MOBILE APP FUNDING HAS BEEN INCREASING EVERY YEAR SINCE 2010, GIVING RISE TO A HANDFUL OF LATER STAGE APPS WITH MASSIVE GROWTH ROUNDS LATE STAGE MOBILE APPS FUNDING* TO-DATE EARLY STAGE MOBILE APP FUNDING* (2010-2014) $700,000,000 120 WHERE ARE WE TODAY? 97 $500,000,000 99 100 Dropbox $400,000,000 60 $300,000,000 34 40 $200,000,000 20 20 $100,000,000 $-‐ $544,000,000 Square $480,500,000 Slack $338,450,000 Evernote $181,250,000 ServiceMax $120,000,000 Doximity 55 $600,000,000 Box 80 # of deals Total Amount Raised (USD) $600,000,000 $81,800,000 Airstrip Technologies $65,000,000 0 2010 2011 2012 2013 2014 SOURCE: Emergence analysis based on Crunchbase data *”Early Stage” is defined as companies that have raised less than $50M total funding; “Late Stage” is defined as companies that have raised more than $50M.
MOBILE ENTERPRISE APPS – TOTAL FUNDING BY CATEGORY EDUCATION V E R T I C A L HEALTHCARE 10 companies $140M OTHER VERTICALS TRANSPORTATION 7 companies $49M RESTAURANTS REAL ESTATE/CONSTRUCT. 35 companies $300M RETAIL 32 companies $90M HOSPITALITY MANUFACTURING 4 companies $30M 10 companies $92M 10 companies $51M 6 companies $20M BANKING 1 company $9M WHERE ARE WE TODAY? GOVERNMENT 3 companies $8M PRODUCTIVITY CONTENT H O R I Z O N T A L 19 companies $1,407M COMMUNICATION 43 companies $622M TASK MANAGEMENT & CALENDAR 15 companies $98M MOBILE FORMS 7 companies $25M EVENTS & CONTACTS 12 companies $75M SALES, MARKETING & SERVICE 18 companies $108M 38 companies $216M HR & RECRUITING 23 companies $94M ACCOUNTING, FINANCE, IT BI & ANALYTICS OrderAhead PAYMENTS 10 companies $54M 15 companies $656M
MOBILE ENTERPRISE APPS: FUNDING TRENDS § Early stage funding is taking off § Annual dollars invested in early stage mobile enterprise app companies has grown at a CAGR of 38% over the last 5 years. § Several late stage breakout companies are emerging § Beyond well-known names such as Box, Square, and Slack, other companies such as Doximity and ServiceMax are approaching “unicorn” status. § Several landscape categories have been particularly appealing to investors • Productivity app companies have been the largest recipients of capital. Payments, healthcare, and sales/marketing have also seen meaningful investor interest.
MOBILE ENTERPRISE ENABLERS § Emergence publishes a landscape of mobile enterprise enabler companies annually • Our first landscape was published this year and includes 220 companies. § The landscape is segmented by problems that application developers are aiming to solve § Sometimes an enabler might help its customers solve multiple problems. In this case, we show the enabler in what we feel is its “primary” problem solving area.
MOBILE ENABLER LANDSCAPE 2015 ACQUIRED USER ACQUISITION ENGAGEMENT MONETIZATION APP DISCOVERY A/B TESTING MARKETING ATTRIBUTION APP LANDING PAGES ANALYTICS MONETIZATION APP STORE OPTIMIZATION WHERE ARE WE TODAY? NOTIFICATIONS APP STORE DATA & RESEARCH MOBILE MARKETING AUTOMATION APPURL FEEDBACK & SUPPORT API LAYER DEVELOPMENT DEV PLATFORM TELEPHONY DEMO TOOLS APP TESTING MOCKUP/PROTOTYPING Babble-on APP BUILDER Tapku Turnpike EMAIL PAYMENT LOCALIZATION DEEP LINKING WireKit
MOBILE ENTERPRISE ENABLERS: LANDSCAPE TRENDS § Judging by the number of companies in each landscape category, user engagement and development efficiency are key pain points in mobile § Over half of the companies on the landscape are focused in these two areas. § Acquisition activity has been heaviest in analytics § Many mobile analytics companies continue to emerge, which may suggest app developers’ analytics needs are still evolving. § The user acquisition and monetization categories are surprisingly uncrowded • These are clearly areas of interest for app developers. Big problem plus minimal competition could be opportunity for entrepreneurs.
EARLY STAGE MOBILE ENABLERS SAW A STEP FUNCTION INCREASE IN FUNDING FROM 2013 TO 2014, JUST ONE YEAR BEHIND MOBILE APPS LATE STAGE MOBILE ENABLER FUNDING TO-DATE* EARLY STAGE MOBILE ENABLER FUNDING* (2010-2014) 60 $400,000,000 36 $250,000,000 38 40 31 30 $200,000,000 $150,000,000 20 13 $100,000,000 10 $50,000,000 $99,000,000 Optimizely $300,000,000 # of deals Total Amount Raised (USD) Twilio 50 $190,000,000 $87,000,000 Xamarin $82,000,000 Applause $80,800,000 Zendesk $79,000,000 Appcelerator $78,100,000 $76,500,000 Quixey $74,200,000 Tapjoy 48 Stripe Mixpanel $350,000,000 $51,000,000 0 $-‐ 2010 2011 2012 2013 2014 SOURCE: Emergence analysis based on Crunchbase data *”Early Stage” is defined as companies that have raised less than $50M total funding; “Late Stage” is defined as companies that have raised more than $50M.
MOBILE ENABLERS 2015 – TOTAL FUNDING BY CATEGORY USER ACQUISITION ENGAGEMENT MONETIZATION APP DISCOVERY A/B TESTING MARKETING ATTRIBUTION 4 companies $72M 10 companies $96M 11 companies $111M ANALYTICS APP LANDING PAGES 32 companies $395M 8 companies $1M MONETIZATION 10 companies $94M NOTIFICATIONS 11 companies $80M APP STORE OPTIMIZATION 10 companies $82M 8 companies $101M FEEDBACK & SUPPORT 13 companies $107M TELEPHONY API LAYER 8 companies $192M MOBILE MARKETING AUTOMATION APP STORE DATA & RESEARCH 11 companies $100M DEEP LINKING 5 companies $237M DEVELOPMENT LOCALIZATION DEV PLATFORM DEMO TOOLS 4 companies $1M PAYMENT EMAIL 2 companies $190M 6 companies $73M 12 companies $29M 16 companies $152M MOCKUP/PROTOTYPING APP BUILDER 5 companies $82M 17 companies $91M APP TESTING 18 companies $121M
MOBILE ENTERPRISE ENABLERS: FUNDING TRENDS § Early stage funding of mobile enterprise enablers is accelerating § Dollars raised by enablers in 2014 nearly doubled from 2013. § Many of the later-stage enablers service both mobile and web developers § This is unsurprising as many app companies have both mobile and web-based interfaces to their applications. Additionally, many leading enablers that started as web-only have added good mobile capabilities to their offerings. § Analytics, deep linking, and telephony categories have received the most funding • Payments and development platforms have also seen heavy investment.
WHAT’S NEXT? PREDICTIONS & OPPORTUNITIES
WE PREDICT THREE AREAS OF GROWTH FOR MOBILE ENTERPRISE 1 DESK EXTENSION Continued growth of “horizontal” mobile apps, many focused on productivity improvements. 2 DESKLESS ENTERPRISE Expanding use of mobile apps for non-desk workers, with a focus on key verticals such as healthcare, construction, and field service. 3 GLOBAL MOBILE Adoption of mobile enterprise applications in emerging markets that are inherently mobile-first. These applications will be some of the first business apps used in these markets.
1 PREDICTION: GROWTH OF DESK EXTENSION APPS Continued adoption of “horizontal” mobile apps, many focused on productivity improvements. Nearly all of the top 20 most downloaded apps on our landscape are productivity-oriented. SOURCE: AppAnnie, Emergence analysis * TOTAL RAISED: $3.7 BILLION KEYS TO SUCCESS § Leveraging and blending mobile and web, as the workers that use these apps are deskbound at times and mobile at others. § Utilizing mobile native access to email, calendar, and contacts to make integration with key data sources easier, while enhancing virality. EXAMPLE COMPANIES
2 PREDICTION: GROWTH OF DESKLESS ENTERPRISE APPS Expanding use of mobile apps for nondesk workers, with a focus on key verticals such as healthcare, construction, and field service. Non-desk workers represent 80% of the global workforce. * TOTAL RAISED: $855 MILLION KEYS TO SUCCESS § Deep domain expertise in an industry that is dominated by deskless workers. § Extraordinary focus on simple user experience; Apps for deskless workers must be easy to use in the field. § Robust offline functionality so that the app is functional when online access isn’t possible. EXAMPLE COMPANIES
3 PREDICTION: GROWTH OF ENTERPRISE APP USAGE IN EMERGING ECONOMIES % OF MOBILE ENABLED WORKERS IN 2020 Adoption of mobile enterprise applications in emerging markets that are inherently mobilefirst. These applications will be some of the first business apps used in these markets. 50% 10% LATIN AMERICA 10% SOURCE: Citrix, IDC, Emergence analysis ASIA PACIFIC MIDDLE EAST + AFRICA
MOBILE ENTERPRISE OPPORTUNITY: $100+ BILLION 3.0 BILLION GLOBAL WORKERS X $40+ PER WORKER PER YEAR $100+ BILLION ANNUAL REVENUE OPPORTUNITY * MOBILE ENTERPRISE REVENUE TODAY: <$500 MILLION SOURCE: Emergence analysis * CLOUD REVENUE IN 2005: <$500 MILLION
SUMMARY § Enterprises are shifting more IT budget to mobile initiatives § In response, a growing number of entrepreneurs are developing mobile enterprise applications that help both desk workers and non-desk workers become more productive § Growth in funding for mobile enterprise applications and mobile enablers is growing rapidly § We are in the early innings of the mobile platform shift in enterprise. Ultimately, the opportunity in mobile enterprise applications is over $100 billion annually.
ABOUT EMERGENCE CAPITAL ABOUT EMERGENCE CAPITAL @emergencecap Emergence Capital Partners, based in San Mateo, Calif., is the leading venture capital firm focused on early and growth-stage enterprise cloud companies. Its mission is to invest in the cloud visionaries who are building the most important business applications. The firm's investments include companies such as Salesforce.com (CRM), SuccessFactors (acquired by SAP), Veeva Systems (VEEV), Yammer (acquired by Microsoft), and Box. Emergence Capital has $910 million under management. More information on Emergence Capital can be found at http://www.emcap.com. Published by Kevin Spain, General Partner, Emergence Capital, @kevinspain firstname.lastname@example.org