Mazda's Three-Pronged Mobility Approch

Alison Diana, Tech Journalist | 3/13/2012 | 24 comments

Alison Diana
Mazda North America is focused on mobility -- giving people the ability to move around the United States and Canada in comfort, style, and safety. But equipping users to tap the new wealth of mobility devices created a three-pronged challenge for its top IT executive, CIO Jim DiMarzio.

After all, DiMarzio said in an interview that his department has a trio of primary customers: internal employees of the Irvine, Calif., car manufacturer, its dealers, and consumers. The company could strictly control employees' mobile devices, but it has no ability to determine the type of device other users prefer. Nor does it want to. As a result, it needed a mobility approach that embraced smartphones, tablets, and notebooks.

Like many other organizations, Mazda North America chose not to limit employees' mobile options, preferring to adopt a bring-your-own-device approach that mirrored consumer use, he said. But when the manufacturer unveiled one of its first mobile solutions for its dealers, it focused on the Apple iPad, in part because of the device's general popularity and in part because of how easy it is to use.

"Dealers are very traditional in the way they do business," DiMarzio said. "We're not trying to replace the sales consultant or do his or her job. Rather, we want to assist them."

Developed internally, Mazda North America's iPad application gives sales reps access to a wealth of information about the company's vehicles. Since it was rolled out in June, the app has been a hit. Between 60 percent and 65 percent of dealers now use it, he said.

"The turnover at the salesperson level is over 100 percent per year. Dealers are constantly retraining, and having everybody knowledgeable about all our products is virtually impossible."

The app lets sales reps pick and choose the information they see or show to customers, such as videos, vehicle specifications, and features. It is designed to complement sales reps' face-to-face selling techniques, not replace them. Customers enjoy the technological approach to information, he said. "Consumers are able to see it in a way that jumps out at them."

Mazda North America plans to introduce apps to assist in other employee roles within dealerships, DiMarzio said. For example, an app could track work on customers' vehicles, warranties, and orders. The company is also investigating tools for dealers' finance departments.

Within Mazda North America, authorized employees can view up-to-date vehicle sales information on their iPhones. Consumers can use an app to make service appointments, check service histories, and mark their parking spot at an arena or mall.

"We've taken a very cautious approach," DiMarzio said, "but we're on a path for growth. People have a very good understanding of how to visualize this information. Give it another year or two, and you'll see more. We're embracing consumerization."

Virtual support
The use of virtualization supports Mazda North America's mobility implementation -- and a whole lot more.

The automaker virtualized on VMware and Dell servers, in part to enable finance department users to access information stored in SAP software quickly, DiMarzio said. Its storage needs continued to grow, both in size and cost.

Last year, Mazda North America piloted virtualized desktops, giving some employees mobile devices and others thin clients, depending on their screen-size needs. The program generated savings, which was ploughed into more wireless access points, an upgraded network backbone, and more Dell Compellent storage.

The virtualization program also "saves from a support point-of-view," he said. "We haven't billed it as a dollar savings internally, because we wanted to take any savings we get and invest them internally. We want to improve the infrastructure and provide better service."

However, the IT department delivered straight dollar savings to the chief financial officer when it virtualized infrastructures in the United States and Canada and ended its disaster recovery contract with SunGard. "That is a cost-saving. Using a third-party like SunGard is a very expensive way to do things. It's very professional, and it's very safe, but it's very expensive."

In fact, the virtualized solution delivered a payback in less than a a year.

Since its data is safe and accessible, its employees are equipped with the most appropriate devices, and its IT professionals are busy developing the next generation of applications for mobile users, Mazda North America is ready to keep consumers moving.

Related posts:

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DBK   Mazda's Three-Pronged Mobility Approch   3/16/2012 3:01:54 PM
Re: 100% turnover? Apple turnover
I tried the link and had the same issue you did so let's try this one.


sohaibmasood   Mazda's Three-Pronged Mobility Approch   3/16/2012 10:52:52 AM
Re: 100% turnover? Apple turnover
@DBK: Thanks for sharing the link. But the sad part is that I get an error when I try to open it. Can you re-post the link? 
DBK   Mazda's Three-Pronged Mobility Approch   3/15/2012 6:52:26 PM
Re: 100% turnover? Apple turnover
@ sohaibmasood The following link is a video presentation of a marketing survey.  This video may provide a snap shot of the state ot the enerprise point view, high level overview not too much details.  The 2012 State of Enterprise Communications Survey
sohaibmasood   Mazda's Three-Pronged Mobility Approch   3/15/2012 11:52:58 AM
Re: 100% turnover? Apple turnover
@DBK: Thanks for answering my question. 

I was concerned because the general perception here is that cloud is not as secure as the traditional IT infrastructure. It might be because of consumer perception and the fact that people (including CEO's) are not too eager to adopt the cloud. With the local IT you always have someone to blame if things go wrong. With the cloud you will only get to the customer support. 


DBK   Mazda's Three-Pronged Mobility Approch   3/15/2012 11:40:01 AM
Re: 100% turnover? Apple turnover
Data security should always be a concern.  With that said security is only going to be as good as the architectural design.  And a cloud solution can be secure as long as it deployment and pro services.  If don properly it is secure, if not then they should really be concerned.
Alison Diana   Mazda's Three-Pronged Mobility Approch   3/15/2012 10:57:54 AM
Re: 100% turnover? Apple turnover
You are right, DBK. The difference between 3G and 4G is incredible. Mazda North America found it most cost-effective to equip users with MiFi devices because users needed several separate devices--a smartphone (Android or iPhone), an iPad, notebook--and different carriers' coverage is better in different areas of the country, Jim told me. This was the most affordable and logical solution that Mazda North America found to resolve its mobility needs, at least for the foreseeable future, based on the way the telecom industry works.
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Alison Diana   Mazda's Three-Pronged Mobility Approch   3/15/2012 10:53:35 AM
Re: 100% turnover? Apple turnover
Yes, security is a big concern to Jim and his team at Mazda North America. That's one reason he rolled-out cloud in a piece by piece basis vs. trying to tackle the entire corporation at once. He worked closely with Dell and Dell Compellent to address security, in addition to other aspects of cloud and virtualization, as well as his own internal security and network experts.
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Alison Diana   Mazda's Three-Pronged Mobility Approch   3/15/2012 10:50:44 AM
Re: Virtualization
You are spot-on in that thought, sohaibmasood! I interviewed Jim and one of his associates in-person earlier this year for another article, and they both smiled when discussing how much more time they have since implementing the virtualized solution. When you think it through, in addition to improving the lives of the IT staff, virtualization has also allowed them to come up with the creative mobility apps, save the company a ton of money on DR, and other IT innovations that are coming up in the months and years ahead. It's hard to be innovative when you're exhausted!
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sohaibmasood   Mazda's Three-Pronged Mobility Approch   3/15/2012 10:17:14 AM
Re: 100% turnover? Apple turnover
@DBK: Very rightly said all CEO's should be concerned about their sales and bottomlines. And technology like this will help them improve their bottomline. 

What I wanted to know was that are also concerned about data security? Especially if we talk about the cloud because I have heard that security is the biggest hurdle when new technology deployment is being considered.  
sohaibmasood   Mazda's Three-Pronged Mobility Approch   3/15/2012 10:12:01 AM
Re: Virtualization
@Alison: I am sure the IT department is breathing a sigh of relief after virtualization. I can relate to Jim and his team on this. Now they can focus on the more important tasks instead being subdued in support roles. 
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