“Corporate mobile telephony is not just about giving people a device that helps them to do their job. It’s about giving people a device they want to use.”
Scott Baxter, Group IT Manager, Bridgestone Australia
When Bridgestone Australia Ltd wanted to provide smartphones to more of its staff, executives had two goals: firstly, to avoid increasing investment in its communications systems and, secondly, to source a handset that satisfied staff needs for both corporate
and personal use.
After trialling four leading handsets, Bridgestone selected the Nokia Lumia 800, which uses the Windows Phone mobile operating system. With Microsoft Outlook email synchronised between mobile devices and desktops, as well as easy access to familiar Microsoft
Office applications, the Nokia Lumia 800 was a clear winner.
In March 2012, Bridgestone became one of the first companies in Australia to issue the Nokia Lumia 800 to staff. A key benefit of the Nokia Lumia 800 is that it helps staff to respond more quickly to out-of-hours issues or when staff are on the road and
out of the office. As the Lumia 800 has proved cheaper to buy and operate than its non-Nokia predecessor, Bridgestone has been able to extend smartphone capabilities to more of its staff.
||I wanted to find a handset for managers and sales staff that bridged their personal and corporate worlds.
If I could find a device they embraced in the office, on the move and at weekends, they would be happy.
| Scott Baxter,
Group IT Manager,
Bridgestone Australia Ltd is a subsidiary of Bridgestone Corporation – the largest tyre manufacturer in the world – with its Australasian head office based in Adelaide. The company is a major supplier to the Australasian automotive industry, providing an
extensive range of quality tyres, carefully developed to suit local conditions. The company is supported by an employee network of more than 1,500 people across Australia and New Zealand.
Most Bridgestone staff require reliable mobile connectivity, particularly executives who travel overseas and sales staff who travel across the country.
Differences in corporate functional requirements, however, had resulted in multiple devices and models being used.
“We had about 450 mobile devices across six different models in use within the network,” says Scott Baxter, Bridgestone’s Group IT Manager.
“These included different handsets for fitters and shop staff versus sales and support staff. We also issued 75 smartphones for executives and managers, which were mostly BlackBerry Bold 9000s, and Nokia E72s and E51s.”
Using laptops, data cards and feature phones, sales staff found it cumbersome to check and respond to Microsoft Outlook emails while on the road. With managers, Baxter faced a different problem. The BlackBerrys and the Nokia phones provided excellent email
services, but the BlackBerrys were more expensive to buy and operate.
In addition to this, the smartphones in use were not popular with staff.
“The feedback was that staff couldn’t easily manage their personal communications from these phones so they weren’t a popular choice,” says Baxter. “The small screens also meant Microsoft Office applications, such as Word and Excel, weren’t easy to use on
The company’s requirements for new smartphones were to provide improved functionality for staff,
and therefore improve staff responsiveness, and facilitate easier use. Specific requirements included easy email and calendar access, good GPS navigation and the ability to browse the internet prior to meetings.
In addition, Baxter wanted to find a smartphone that could meet staff needs from both a business and personal perspective.
“I wanted to find a handset for managers and sales staff that bridged their personal and corporate worlds,” Baxter said.
To identify the best solution, Baxter embarked on an extensive review process.
“We issued iPhone 4s, the latest BlackBerry Torch 9800, a Nokia handset that used the Symbian operating system and HTC Mozart phones with the Windows Phone operating system,” says Baxter.
“We gave staff very little coaching, so we got a genuine opinion on the phones’ intuitiveness and usability.”
Like its predecessors, the BlackBerry proved excellent for email, but staff did not find it useful for social communication. The iPhone 4 scored highly for leisure activities but not as well for its interface with office applications, particularly Microsoft
“The Windows Phone handset proved a good compromise,” says Baxter. “On the social side, it has the networking features that staff value for non-work interactions. For business, it provides access to the Microsoft Office suite in a desktop experience that
sets it apart from competitors and makes it highly compelling.
||The social networking integration, the camera features and access to 70,000 mobile apps gives staff the functionality they previously only got by purchasing their own preferred smartphones.
| Scott Baxter,
Group IT Manager,
“In addition, the fast, intuitive interface proved a significant benefit because it makes the phone easy to use.”
Although staff preferred the Windows Phone system, the choice of handset remained open. In early 2012, staff started experimenting with the pre-release Nokia Lumina 800 and discovered it had all the qualities they needed.
“The build quality is exceptional, the aesthetics are brilliant and it’s extremely fast,” says Baxter. “The phone’s Gorilla Glass helps prevent cracking and scratching and we regularly saw good battery life in our testing.”
Two Nokia applications also proved compelling for Bridgestone staff on the road – Nokia Drive and Nokia Maps.
Bridgestone executives approved the solution, which would almost double the number of smartphones issued to staff, at no additional operational cost.
In March Bridgestone commenced the first corporate deployment of the Nokia Lumia 800s in Australia. All devices use the Windows Phone operating system with the Live Tiles interface, and contain the Microsoft Office Mobile suite of applications.
With fast, highly intuitive smartphones that bridge personal and business needs, Bridgestone has dramatically upgraded staff capabilities. Productivity is rising, support costs are falling and the Windows Phone interface has proved highly popular.
Improved responsiveness among staff
Mobile access to the applications staff use on their desktop, including Outlook, Word, PowerPoint, Excel and Microsoft Lync, enables staff to easily stay in control of work matters. By saving documents in the cloud using Windows SkyDrive, staff can also
retain mobile access to key business information.
“Staff can easily search their Outlook email folders,” says Baxter. “We are getting a much better response rate from staff after hours or between meetings, because it’s now quicker and easier to respond.
“Feedback also indicates staff are saving a lot of time with the new phones and I’ve had no negative comments.”
Simplified mobile device support
The new phone fleet has proved easier to support because all phones can be managed from one platform and because staff have fewer problems setting phones up and getting mobile applications to work.
“Exchange Mobile Device Management enables central control, including critical interventions such as lock-downs and remote wipes,” says Baxter.
“We have also reduced costs because the platform management tools are part of our existing Exchange infrastructure.
“Simplicity also reduces costs. Staff now make a fraction of the support queries they used to, so our support overheads have dropped, and we’re able to spend more time on other areas within the business.”
Smooth transition with exceptional new capabilities
||Staff already know
how to use the core applications, such as Word, Outlook and OneNote,” says Baxter. “There is no re-learning, which has made the Nokia Lumia 800 a
very easy transition
| Scott Baxter,
Group IT Manager,
Baxter believes the smartphone’s popularity has been the result of easy transition, excellent coverage and a great mix of intuitive, practical applications.
“Staff already know how to use the core applications, such as Word, Outlook and OneNote,” says Baxter. “There is no re-learning, which has made the Nokia Lumia 800 a very easy transition for everyone.
“The handset exhibits outstanding reception, partly due to its polycarbonate fabrication materials. This has earned it Blue Tick accreditation with Telstra for rural coverage and has enabled Bridgestone staff to travel to remote and rural Australia, while
retaining excellent smartphone capabilities.
“The additional Nokia applications are also providing great value,” he adds. “The fact you can download
Nokia Maps in your home country and then use them off-line abroad eliminates excessive roaming costs. “Nokia Drive is brilliant and intuitive.”
By helping staff consolidate business and personal communications into one handset, a primary objective was achieved and staff no longer look for separate phones for personal and professional use.
“The social networking integration, the camera features and access to over 110,000 mobile apps gives staff the functionality they previously only got by purchasing their own preferred smartphones,” says Baxter.
“We’ve found the best of both worlds. Ultimately, corporate mobile telephony is not just about giving people a device that helps them to do their job. It’s about giving people a device they will be satisfied with and use to the best of its capabilities and
Microsoft product that was featured
Windows Phone is a mobile operating system for smartphones. Featuring the People Hub, Windows Phone makes it easy to connect
and share with friends, family and colleagues.
With an easy-to-use live tile interface, Windows Phone delivers a glance-and-go experience that ensures you never miss a moment.
Windows Phones are the perfect companion devices for work and play, coming with the best from Microsoft built-in – Office and Outlook for mobile, Xbox Live, Bing Search and Windows Live SkyDrive cloud capabilities.
Offering a consistent experience on a wide selection of phones – different sizes, shapes and colours – Windows Phone enables each device to be uniquely customised with over 110,000 Microsoft, manufacturer and third-party Apps to download.
The first Nokia with Windows Phone, the Nokia Lumia 800 is an elegant, intuitive, easy-to-use smartphone that combines a generation of handset design expertise with the latest Windows Phone software. It includes an 8MP camera with 28mm Carl Zeiss wide-angle
lens and HD video, and a touch-to-focus function that is unique to Nokia. Free Nokia applications make the Lumia 800 a powerful social platform and navigational device. People Hub combines all your contacts and feeds from Facebook, LinkedIn and Twitter into
one thread that can be pinned to live Start screen. Nokia Drive provides guided turn-by-turn navigation, as well as updates on traffic, speed limits and cameras. Conforming to the Telstra Blue Tick remote coverage standard, the Nokia Lumia provides exceptionally
fast, slick and intuitive smartphone functionality right across Australia.
For More Information
For more information about Microsoft products and services call the sales and information line on 13 20 58 Monday to Friday 8am to 8pm AEST. To find a partner or solution, visit www.microsoft.com/australia/findapartner/
This case study is for informational purposes only. MICROSOFT MAKES NO WARRANTIES, EXPRESS OR IMPLIED, IN THIS SUMMARY.
Document published October 2012