Using Analytics for Better Mobile Technology Decisions

Mobile computing capabilities have been proven to drive business value by providing traveling executives, field workers and customer service personnel with real-time access to customer data. Better and more timely access to information shortens response times, improves accuracy and makes the workforce more productive.

However, although your organization may agree that technology can improve business processes, different stakeholders – IT management, financial and business leadership and operations personnel – often have different perspectives on the real costs and value of mobility. For example, operations wants tools that help employees work faster and focus more intently on the customer; finance wants the solution that costs the least amount this quarter; and IT wants to implement mobile projects that can succeed without draining resources from other initiatives.

It may not be obvious, but there are ways to achieve everyone’s goals. Analytics can help operations, finance and IT find common ground. When teams understand the data, they can understand the logic. And when they understand the logic they can support making the right decision.


Deploying mobile technology is a strategic initiative with far-reaching consequences for the health of an enterprise. In the midst of evaluating a mobile project, however, it’s easy to forget that the real goal of hardware-acquisition initiatives is to make the workforce more productive and improve both the top and bottom lines over the long term.

Most decision-analytics tools focus on up-front procurement questions alone, because the numbers seem straightforward and uncomplicated. But these analyses miss the point. The best analysis is one that can determine which of the solutions will provide the most advantages to the workforce at the lowest possible overall cost to the organization.

To achieve the best return on investment we must do more than recoup an out-of-pocket expense: Are customers better served? Are employees working better, faster, smarter? Though hard to quantify, these are the fundamental aspects that determine the return on investment (ROI) of technology.

It’s possible to build a vendor-neutral analysis to calculate the total cost of ownership (TCO) and ROI of mobile computers. Panasonic Computer Solutions Company, the manufacturer of Toughbook notebooks, enlisted the services of my analytics company, Serious Networks, Inc., to develop an unbiased TCO/ROI application to help companies make better decisions when purchasing mobile computers.

The Panasonic-sponsored operational analysis tool provides statistically valid answers by performing a simulation of the devices as they would be used and managed in the field, generating a model that compares the costs and benefits of multiple manufacturers’ laptops. Purchase cost, projected downtime, the range of wireless options, notebook features, support and other related costs are all incorporated into this analytic toolset.

Using over 100 unique simulations with actual customers, four key TCO/ROI questions emerged:

  • What will it cost to buy a proposed notebook solution?
  • What will it cost to own it over the life of the project?
  • What will it cost to deploy and decommission the units?
  • What value will be created for the organization?


There is no such thing as an average company, so an honest analysis uses actual corporate data instead of industry averages. Just because a device is the right choice for one company does not make it the right choice for yours.

An effective simulation takes into account the cost of each competing device, the number of units and the rate of deployment. It calculates the cost of maintaining a solution and establishes the value of productive time using real loaded labor rates or revenue hours. It considers buy versus lease questions and can extrapolate how features will be used in the field.

As real-world data is entered, the software determines which mobile computing solution is most likely to help the company reach its goals. Managers can perform what-if analyses by adjusting assumptions and re-running the simulation. Within this framework, managers will build a business case that forecasts the costs of each mobile device against the benefits derived over time (see Figures 1 and 2).


The 90-minute analysis process is very granular. It’s based on the industry segment – because it simulates the tasks of the workforce – and compares up to 10 competing devices.

Once devices are selected, purchase or lease prices are entered, followed by value-added benefits like no-fault warranties and on-site support. Intangible factors favoring one vendor over another, such as incumbency, are added to the data set. The size and rate of the deployment, as well as details that determine the cost of preparing the units for the workforce, are also considered.

Next the analysis accounts for the likelihood and cost of failure, using your own experience as a baseline. Somewhat surprisingly, the impact of failure is given less weight than most outside observers would expect. Reliability is important, but it’s not the only or most important attribute.

What is given more weight are productivity and operational enhancements, which can have a significantly greater financial impact than reliability, because statistically employees will spend much more of their time working than dealing with equipment malfunctions.

A matrix of features and key workforce behaviors is developed to examine the relative importance of touch screens, wireless and GPS, as well as each computer vendor’s ability to provide those features as standard or extra-cost equipment. The features are rated for their time and motion impact on your organization, and an operations efficiency score is applied to imitate real-world results.

During the session, the workforce is described in detail, because this information directly affects the cost and benefit. To assess the value of a telephone lineman’s time, for example, the system must know the average number of daily service orders, the percentage of those service calls that require re-work and whether linemen are normally in the field five, six or seven days a week.

Once the data is collected and input it can be modified to provide instantaneous what-if, heads-up and break-even analyses reports – without interference from the vendor. The model is built in Microsoft Excel so that anyone can assess the credibility of the analysis and determine independently that there are no hidden calculations or unfair formulas skewing the results.


The Panasonic simulation tool can help different organizations within a company come to consensus before making a buying decision. Analytics help clarify whether a purpose-built rugged or business-rugged system or some other commercial notebook solution is really the right choice for minimizing the TCO and maximizing the ROI of workforce mobility.


Jason Buk is an operations director at Serious Networks, Inc., a Denver-based business analytics firm. Serious Networks uses honest forecasting and rigorous analysis to determine what resources are most likely to increase the effectiveness of the workforce, meet corporate goals and manage risk in the future.