wcit 2014 brian cheng - unleashing enterprise transformation through mobile & social innovation
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Keynote address at the WCIT 2014 Unleashing enterprise transformation through mobile & social innovation Brian Cheng, Offering Manager, IBM MobileFirstTRANSCRIPT
© 2014 IBM Corporation1
Unleashing Enterprise Transformation through Mobile & Social Innovation
Brian ChengOffering Manager, IBM MobileFirst
© 2014 IBM Corporation2
Mobile and Social technologies are making your customers and employees more empowered than ever…
81%
of employed adults use at least one personally-owned mobile device for business
200million
Mobile workers will use at least one business-focused app this yearof individuals will
exchange personal information for a personalized offering
80%
of smartphone users search for an item while in a store
40%
yearly increase in revenue from people using mobile devices to purchase items.
38%
© 2014 IBM Corporation3
of customers agree
8%
Of CEO’s think they deliver a superior
customer experience
80%
Is our customer experience engaging and exceptional?
© 2014 IBM Corporation4
But the opportunity is there, creating more questions than ever for CMOs and CIOs alike…
Minh LiThe CMO
Ron Espinosa The CIO
How do I use mobile to build better relationships with my customers?
How can I get real-time contextual insights about my customer in a simplified view?
How can I ensure my Next Best Offer is relevant?
How do I protect my customer’s mobile privacy to build trust?
How do I handle rapid development of customer and employee apps?
How do I support all of the different mobile platforms employees want to use?
How secure are our network and apps? How do I recognize new mobile threats?
How do I quickly integrate mobile with my back-end systems?
© 2014 IBM Corporation5
Ling is a Relationship Manager at Greenwell. He is encouraged to meet with high valued customers.
• Actionable customer insights power our ability to engage• Continuous Feedback allows for faster response• Secured content and transactions builds trust
Make it Happen…
Ling
Needs to make informed decisions quickly
Likes to have personalized face to face service
Prefers notifications over email
Able to dynamically personalize processes on the go.
Ling travels to visit customers
Liza initiated an on-line inquiry for a house loan
© 2014 IBM Corporation6
LingLing is about to visit Liza. Ling uses his mobile app to understand Liza’s last interactions with the bank.
• Data integration provides 360 degree view• Real-time business process provides KPI and status• Flexible development platform
Make it Happen…
© 2014 IBM Corporation7
As Ling gains more insight with Liza’s banking history, he can also interact with Liza through social. Ling sees Liza is looking for a new car.
• Flexible development allows for integration outside the firewall• Integrated data, both inside and outside the bank, makes for
better insights
Make it Happen…
Ling
© 2014 IBM Corporation8
The system recommends an umbrella loan. However, the data shows Liza barely misses the limit.
• Real-time analytics provide educated next best offers• Simple notifications provide easy to understand options
for faster decisions
Make it Happen…
Ling
© 2014 IBM Corporation9
Ling submits for exception approval based upon Liza’s history at the bank.
• Real-time business process integration allows for drill down into the current stage
• Dynamic workflow allows the employee to take quick action
Make it Happen…
Ling
© 2014 IBM Corporation10
Based upon these insights, Ling offers Liza an umbrella loan to cover both her house and car. Ling sends a meeting invite through her app.
• Integrated native capabilities allow for secure collaboration tools
Make it Happen…
Ling
© 2014 IBM Corporation11
The Greenwell Relationship Manager App transforms the way Ling conducts business and Liza’s customer experience.
• Actionable customer insights power our ability to engage• Continuous Feedback allows for faster response• Secured content and transactions builds trust
Make it Happen…
Ling
Feels she is important with her personal banker
Instantly interacted with Ling and accepted the meeting inviteQuickly seeks exception
approval through dynamic workflow
Liza can now afford to buy the car and house at a lower rate
Enabled to engage his customers with relevance using a secured mobile app
Makes informed decision through analytics and discovered new opportunities
© 2014 IBM Corporation12
Minh - CMO
At the same time, Greenwell CMO, Minh, can leverage real time customer analytics and feedback to instantly react to her customers.
• Continuous feedback allows for feedback loop with customer• High level dashboard provides real insights• Real-time sentiment analysis
Make it Happen…
© 2014 IBM Corporation13
Ron - CIO
• Real-time threat detection helps you quickly understand and act• Real-time App Management allows you to quickly disable apps• Real-time usage data helps you understand and manage load
Make it Happen…
Ron can easily monitor device and server interactions, manage multiple apps and versions, and monitor ongoing security threats.
© 2014 IBM Corporation14
A mobile-first approach: Build relationships with your customers and employees with every interaction
Easily build and monitor mobile apps to respond to customer sentiment
Easily build and monitor mobile apps to respond to customer sentiment
Secured data and transaction communication to build trust
Secured data and transaction communication to build trust
Make relevant offers based on actionable customer insight
Make relevant offers based on actionable customer insight
Web and interaction analytics to track mobile campaign effectiveness
Web and interaction analytics to track mobile campaign effectiveness
Mobile apps for customer facing employees deliver real-time data for informed decisions
Mobile apps for customer facing employees deliver real-time data for informed decisions
Dynamic business processes to adapt to customer needs
Dynamic business processes to adapt to customer needs
Personalized across mobile and webPersonalized across mobile and web
Simplified engagementSimplified engagement
© 2014 IBM Corporation15
Ron - CIORon empowered his employees in 3 steps
1. Design for Simplicity1. Design for Simplicity 2. Rapid Development2. Rapid Development 3. Total Security3. Total Security
MobileFirst for iOS MobileFirst Application Development
MobileFirst Security Framework
Accelerated Time to Market
Easy Customization
Continuous Development
Real-time User Feedback
Easy Data Integration
Analytics
Security Testing
Device Security
Content Security
Application Security
Transaction Security
© 2014 IBM Corporation16
Transformthe value chain to drive growth and ROI
Engagecustomers in context by leveraging mobile insights
Protectand manage the
mobile infrastructure to optimize
performance
Buildand deploy mobile
applications efficiently
The IBM MobileFirst Approach
© 2014 IBM Corporation17
Wimbledon
Bringing championship sports to fans anytime, anywhere.
19.7 million unique viewers
433 million page views
Motorcycle Superstore
Streamlining mobile shopping and driving ROI 232 percent!
Tangerine
Obsessed about creating exceptional experiences for all of its 1.8 million digital customers
A Retail Bank
Strengthening security for mobile money transfers and banking apps
$1 million
In fraud stopped the first week
$60 million
In fraud stopped the first year
Exceptional Mobile Experiences with IBM MobileFirst
© 2014 IBM Corporation18
IBM named A LEADERfor application security testing
IBM named A LEADERfor application security testing
IBM LEADS inWorldwide Mobile Application Development, Testing, Management & Infrastructure Services
IBM LEADS inWorldwide Mobile Application Development, Testing, Management & Infrastructure Services
IBM named the only LEADERfor managed mobility services
IBM named the only LEADERfor managed mobility services
IBM’s Industry-leading MobileFirst Portfolio
© 2014 IBM Corporation19
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