why mobile will change your business - parmelee

© 2014 IBM Corporation

IBM Mobile Development:Why Mobile Will Change Your Business

Ken ParmeleeBusiness Development Executive and Program Director, MobileFirst

© 2014 IBM Corporation2

Leading organizations see that mobile will fundamentally alter how organizations compete

“Mobile will get to the point where it is a fundamental way we do business. The value proposition for mobile will be that it is embedded in what we do. In 5 – 10 years we will look back and wonder what all the fuss was.”

Director Strategy an Planning, Global IT, Automotive


Mobile app revenue – 68% of mobile monetization

Source: Global Mobile App revenue per Strategy Analytics


Mobile usage up 25%

Source: Statcounter, 5/14


What kind of apps are people building?

Catamaran set out to help consumers find in-network services, manage their prescriptions, and find generic drug alternatives.

As a bulk shipping company, CSX profitability depends on highly efficient operations and timely pickup and delivery of bulk cargo and coordination of container delivery and pick-up at its rail yards.



Air Canada rouge became the first carrier in North America that allows passengers to be entertained on their own wireless devices with onboard content. The airline saves fuel from lower weight and reduces system installation and maintenance costs.

Allstate Dealer Services needed a mobile sales enablement tool that streamlined the paperwork involved when on-boarding car dealerships to sell their products. Dealers can now start selling Allstate insurance over 70% faster.



Mobile traffic grew to 39.7% of all online traffic, an increase of 34% over Black Friday 2012. Mobile sales were also strong, reaching 21.8% of total online sales, an increase of nearly 43% year-over-year.

The Ottawa Hospital created a care management platform, improving coordination of and visibility into changing patient and hospital conditions, allowing practitioners to collaborate and spend more time with patients.



Ministry of Railway in China supports 1.93 billion passengers with a peak travel team of 267 million in Chinese new year. They are embracing mobile tech to purchase & manage ticketing

Elmec needed to enable their mobile workforce to be more efficient in managing their IT equipment lease business


What makes companies Leaders in mobile

The study represents 601 mobile strategy experts Research was conducted by IBV and Oxford Economics in 1Q13

• Leaders build apps that unlock core business knowledge for mobile uses:

• They excel 2:1 at integrating existing systems with mobile and are more effective with app security than non-leaders(82% vs 51% of others).

• Leaders secure and manage the mobile enterprise to optimize performance:

• They are more than twice as likely to adopt BYOD programs, and excel at data security (90% leaders vs 55% others), and at

ensuring network capacity (80% leaders vs 48% others).

• Leaders use insights to engage their customers wherever they are: • They are twice as effective at taking action based on mobile data.

• Leaders are using mobile to fundamentally transform the way they do business:

• They are twice as likely to realize ROI from mobile initiatives.

http://ibm.co/ibvmobile


Mobile is not just a new kind of development, it’s a new architecture

DevicesSmartphones, Tablets, Desktop PCs

Interaction LayerProvide Channel-Optimized User Experiences

Composition LayerProvide Channel-Independent Services

Back-end ServicesEnterprise Systems, Third-party Services

• Have to “layer” in value• Apps must be written with

use context as primary consideration

• Logic and process are executed where critical

• Development becoming more composition and less coding

• Many services available to quickly add advanced capabilities

• Direct integration to backends creates brittle apps

Gordon Van Huizen- Gartner


Top challenges

49 percent of companies struggle to

manage change associated with

employees using mobile devices

53 percent of companies

struggle to implement

end-to-end mobile security solutions

54 percent of companies

struggle to integrate mobile applications

with existing systems

*2013 IBM Institute for Business Value Study, “The Upwardly Mobile Enterprise”

Device ManagementSecurityIntegration


IBM MobileFirst enterprise app life cycle solutions

OperationalizeIntegrated DevOps

for Mobile

DevelopObtain Insight

Manage

Deploy

Instrument

Integrate

Test

Scan & Certify

Design


The MobileFirst Application Development portfolio: Three essential ingredients to building apps

A platform to secure your apps, manage their lifecycle, and integrate them into the enterprise

Cloud APIs that can be glued together to quickly create new apps at scale

Synchronized data across devices that can scale to meet mobile demand

IBM Worklight BlueMix Mobile Services Cloudant


Systems of Interaction Summit 2014

© 2014 IBM Corporation14 6

Industry Solutions

IBM & Partner Applications

Banking Insurance Transport Telecom GovernmentRetail Healthcare Automotive

Application & Data Platform

Str

ate

gy &

Desi

gn

Serv

ices

Cloud & Managed Services

Devices Network Servers

Develo

pm

ent &

Inte

gra

tion S

erv

ices

Management AnalyticsSecurity

Multi-channel development with Worklight


What’s in IBM Worklight Foundation?Formerly IBM Worklight 6.2

StudioLeading tools for native and hybrid development that maximize code reuse, accelerate development, and promote team work

Operational ConsoleUI for deployment, management, and real-time operational analytics, push notifications

Runtime Client APIs for native, hybrid and web apps

ServerGateway for engagement, security and analytics

DeliveryDevelopment

Application Center A non-MDM, cross platform private mobile application store

Accelerate Web, Native, and Hybrid Development• Rich infrastructure, enabling developer focus on business logic• Preview, simulation, and testing tools for shortening

development lifecycle• Mechanisms to industrialize app development

Facilitate App Security and Trust• Server-enforced authentication• App authenticity and user-app-device binding• Secure and syncable on-device storage• App version enforcement

Engage Users with the Enterprise• Integrate with the enterprise & codeless access to systems• Unified push and SMS notifications• Geo-location and context collections and intelligence

Support Mobile Operations• Operational analytics with efficient data acquisition • Offline and online event management integration• Remote user and app control without MDM


Composition of Apps- BlueMixA rich set of mobile ready APIs that you can mix and match to power your App

Run CodeThe developer can chose from multiple language runtimes or bring their own. Just upload your code and go.

Store Datahe developer can store data in the cloud as a service easily without needing to administer the databases.

Cloud IntegrationBuild hybrid environments. Connect to on-premises systems of record plus other public and private clouds. Expose your own APIs to your developers.

Built on IBM SoftLayerRuns on top of IBM’s leading infrastructure as a service.

A catalog of developer friendly APIs (IBM & third party) with mobile SDKs, that can be composed into new and existing mobile apps. Configure and manage through the BlueMix portal.

Mobile

API Catalog

Web Data Big Data &Analytics

Inte-gration

and MoreCategories


Scaling to test- Mobile Testing

“Being agile, we are developing tests as we write our code, so automating the functional tests of our mobile apps and using them for regression on multiple platforms makes our team much more productive!” - Mobile developer.

Different forms• Automated testing of mobile app functionality from the device to systems of record

• Manual testing still a requirement to catch interaction issues

• Live testing on devices from field and device clouds

• Performance testing on the device as well as volume and stress testing the architecture.

Continuous delivery and quality assessment for mobile apps

Developer

Checks in code

Mobile build

Manual mobile testing

Post-release mobile services

Daily

Hourly

Release

Weekly

Automated mobile testing

Mobile device farm

Shift mobile testing to the left: Test earlier, more often, for less.




Understand your users- Tealeaf AnalyticsVisibility into the customer mobile experience to optimize app design

Automatically detect customer struggles, obstacles or issues

Drill down into actual user behavior, complete with gestures

Translate customer feedback into actionable improvements

Correlate customer behavior with network and application data

IBM Tealeaf CX Mobile Analyze mobile user behaviors Aggregate captured replay of mobile gestures on iOS and Android-based devices Add-on Heatmap, Link Analytics, Form Analytics, and Attention Map analytics for mobile-web apps


Typical issues• Performance• Non-intuitive UX• Network• OS upgrades• Weak value

How do you get ahead of issues• Hire professionals- for concept and UX• Use a flexible architecture- handles disconnects and outages on backend as well as volumes

• Design app for use while disconnected• Test for connectivity states• User sentiment– mine app ratings and reviews to respond to issues before they go viral

• Over the air app distribution – get the latest in the hands of testers as soon as it is available

• Frictionless bug reporting – spend every minute on testing latest and greatest builds, not the hassles

• In-app crash reporting – rapid understanding of why an app fails

• Updated xx-xx-12

Resolving issues before you lose - Quality AssuranceSlow reaction to app issues loses users who will trash your reputation






Engage your Customers-XtifyFine-tuned segmentation for personalized mobile campaigns

Guided message creation Drag and drop targeting with dynamic

content insertion and event triggers Set behavior-based campaign rules

Advanced customer segmentation Tailor messages to individual clients Segment on demographics, location,

device, recent activity, CRM data, etc. Notification campaign analytics

Gain insight into customer responses Fine-tune successive campaigns

Using Xtify with Worklight, enterprises can enhance their brands and maximize ‘opt-ins’ by sending personalized context-aware messages to customers via their apps or Web sites -- at the right time, in the right place, and with the most relevant content


Real Security is not Just Device and App Management

Device Security Content Security Application Security Transaction Security

Must manage a diverse set of mobile devices from

corporate owned assets to BYOD and do it all easily creating no performance

issues.

Must secure file and document sharing across

devices and content / document management

systems.

Must protect enterprise data in both the applications you

build and the applications you buy.

Must secure mobile transactions with customers,

business partners, and temporary workers that are not part of your enterprise

mobile management framework.

Security Intelligence

Mobile security information and event management (SIEM), log management, anomaly detection, and vulnerability management should all be visible from a single pane and enable proactive notification and rule

based handling

Security Intelligence

Enterprise Applicationsand Cloud Services

Identity, Fraud,and Data Protection

Content Security

Application Security

Transaction Security

Device Security

DATA

Personal and Consumer Enterprise


IBM MobileFirst Studios Collaborate and experiment to become an agile, mobile enterprise

Skilled resources in key markets that provide local depth, expertise and training

Showcase MobileFirst industry solutions and services Introduce clients to mobile innovations from research, software innovation and design labs

Alter thinking, spark reinvention of process to

shift / transform from traditional business models to agile, mobile enterprises

What’s New : Collaborative and experiential spaces for side-by-side work with IBM and clients to

build and protect their mobile enterprise, engage with their clients, and transform thru process re-invention


Mobile Requires New Skills, Services, Processes and Technologies

Strategy & Design

Implementation& Architecture

Deployment & Operations

UX design and psychology

Artistic design

Process re-engineering

Design & programming

B2E mobile strategy

Mobile testing including tools and services

Consumer services (e.g., mapping, context, marketing, m-payment ...)

Hosting-applications, Web adaptation, cloud services

Application stores

Analytics and metrics

Telecom services

Messaging & notification

Specialist implementation services (e.g., UX review)

Typically internal

Typically external

Typically mixed internal/externalAPI management

B2C mobile strategy

Marketing & advertising partners


User Expectation Drives Outcome

• Beauty can be ruined by complexity

• Value of look should not be ignored, but ranks third to right features and ease of use.

• Know your consumer and how they will use your app

• Must get agile. Stagnant apps lose users

• Leading companies moving to JIT feature testing


Enterprise gaps to the increased adoption of iOS-based solutions

CIO concerns

How do I minimize risk related to leaks of corporate data?

How do I integrate applications with my enterprise?

How do I demonstrate productivity increases from the IT investment to the business?

Developers extensions to iOS

Enterprise cloud storage: Enable sharing of app data and documents between devices and users by extending iOS APIs. Enterprises control data and run analytics against all content.

Security: Leverage MDM to activate the iOS mechanisms for device protection, insert data protection controls, and enable internal distribution of applications throughout their lifecycle

Mobile integration: System connectors, enterprise authentication framework, and server side business logic enable developers to quickly access systems, combine data, and deliver it to the app

Workflow: Developers can easily connect interactions on a device (widgets, extensions, and apps), across devices and between users into a business process

Analytics: Developers can access corporate data & reports to enable workers to get the instant insights they need for productive workflow

1

2

3

4

5


The MobileFirst Platform for iOS will be marketed as a set of solutions today that address these pains

Enterprise Cloud StorageBased on Cloudant1SecurityBased on MaaS3602Mobile IntegrationBased on BlueMix Cloud Integration and Worklight Foundation3WorkflowBased on BlueMix Workflow and Worklight Foundation4AnalyticsBased on Cognos Mobile5

• Store app data and documents in a fully managed database as a service that can be restricted to a single organization’s data on bare metal servers in client-specified geographies

• Leverage iOS conventions for higher developer productivity

• Manage enterprise mobile devices, users and data• Streamline distribution and policy management. • Leverage context from iOS to increase security of the data,

applications and transactions.

• Seamlessly tie mobile apps to enterprise data and security• Leverage cloud hosted logic to integrate data from multiple

back end sources, while keeping all devices in sync• Simplify enterprise integration for iOS developers

• Simplify solution-building by leveraging workflow to tie together process steps with context, users and devices

• Help iOS developers scaffold lightweight business processes quickly and provide integration to full-BPM suites

• Provide analytics on key business metrics to end users on their mobile devices to accelerate decision making

• Simplify developer steps to include enterprise analytics into key iOS capabilities like notifications


Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings. Gartner research publications consist of the opinions of Gartner's research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose

Magic Quadrant for Mobile ApplicationDevelopment PlatformsIan Finley, Van L. Baker, Ken Parmelee, David Mitchell Smith, Ray Valdes, Gordon Van HuizenAug 7, 2013

This Magic Quadrant graphic was published by Gartner, Inc. as part of a larger research note and should be evaluated in the context of the entire report. The full report is available at http://ibm.co/13TU2Dm

“As unprecedented numbers of enterprises build mobile applications, the mobile application development platform market continues to grow and evolve rapidly.”

Gartner has recognized IBM as a leader in the Magic Quadrant for Mobile Application Development Platforms

http://ibm.co/13TU2Dm


Named Leader in Mobile Enterprise Application Platforms Named Leader in Application Security Testing Named Leader among Global Digital Marketing

TEI of Worklight: 363% five-year ROI TEI of IBM Managed Mobility Services: 108% three-year ROIThe Forrester Wave™: Enterprise, Mobility Services, Q1 2013

Named Leader in Marketscape for Enterprise Mobility Consulting (May 2013)Named a Leader in Marketscape: Worldwide Enterprise Mobility Consulting 2013 Vendor Analysis (June 2013)

CODiE Award for Best Mobile Development Solution (May 2013)

IBM AppScan 8.7 – Hottest products at RSA Conference 2013

IBM Interactive – Webby CSR for City Forward project

IBM Interactive named #5 digital agency

Industry Recognition for IBM MobileFirst

1 Download the IBV mobile study: http://ibm.co/ibvmobile

Join the conversation and learn more:www.ibm.com/mobilefirsttwitter.com/IBMMobile (#

IBMMobile)facebook.com/IBMMobile

2

3

Three Ways to Engage with IBM MobileFirst

Sign up for a free Mobile Agenda [email protected]

http://ibm.co/ibvmobile


© Copyright IBM Corporation 2013. All rights reserved. The information contained in these materials is provided for informational purposes only, and is provided AS IS without warranty of any kind, express or implied. IBM shall not be responsible for any damages arising out of the use of, or otherwise related to, these materials. Nothing contained in these materials is intended to, nor shall have the effect of, creating any warranties or representations from IBM or its suppliers or licensors, or altering the terms and conditions of the applicable license agreement governing the use of IBM

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Learn more at: www.ibm.com/mobilefirst

http://www.ibm.com/mobilefirst

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