Driving Customer Value in an increasingly competitive landscape for mobile applications

®

IBM Software Group

© 2011 IBM Corporation

Driving Customer Value in an increasingly competitive landscape for mobile applications!

September 14th, 2011

Presented by: Roger LeBlanc & Thomas Lonnegren - IBM

http://www.ibm.com/software/rational

http://www.ibm.com/software/rational

IBM Software Group | Rational software

22Innovation for a smarter planet

Agenda

Trends in Portfolio Management

Where to go for more info

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2 Product ManagementGoing Agile

3 Capability Overview

An increasingly challenging market place



The WOW Factor!

of world’s population has a mobile phone75%

Processing Power>

Apollo 11 Lunar LanderSource: NASA

Today’s SmartphoneHTC Hero shown



Markets are becoming…………….

SMALLER. FLATTER. SMARTER.

Markets are becoming GLOBAL

Customers want specific product & feature variants CUSTOMIZED

And product lifecycles are becoming shorter AGILITY

…………….and we need to deliver the right products to the right markets at the right time



Software is the “Invisible Thread” of Today’s Solution Innovation

Megapixel Cameras

Radio and Power Mgmt

Digital Voice & Audio

Protocols GPS

App StoreNavigation and Geo-location

Emergency Services

System of Systems

Systems Engineering

Compliance and Auto-Provisioning

Software-intensive

Subsystems

User Interface and application mgmt

IP multi-media systems Voice-Data Integration



What are some of the main challenges?

TimeCas

h Fl

ow

+

-

Rapid Erosion

Higher Peak Sales

Quicker Product Uptake

Faster Time to Market

Product LifecycleOld LifecycleNew Lifecycle

Managing the Product Lifecycle

Is your innovation based upon

market trends ?

does your market see the value in your portfolio of offerings?

Has engineering translated

market features into technical requiremetns?

Are you constantly engaging your market to understand their satisfaction and gain their idea

inputs?

Bringing the right products to the right market & the right time

Can you plan your portfolio roadmap so you don’t have any revenue delays?

Are you in control of your portfolio on the market?

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Managing the Portfolio

Have you captured your market and clients needs?



Understanding your customer needs by using PPM

Product & Portfolio Management concerns itself with prioritization of customer needs which is critical given the large amount of functionality requested and the need for coherent product lines.

Evolving Device Product Lines Increasing Variation in Mobile Device Usage

Product & Portfolio Management

Communication & Collaboration

Mobile Commerce Health & Wellness

IP based Media & Entertainment

Location based services

Lifecasting

Model-Driven Development

Cross-device App Development

Configuration & Change Management

Product Line Management



Focal Point Enables Innovation

Business Feasibility

Technical Feasibility

Market Opportunity

Idea Synthesis /

Concept Development

Market Intelligence

Develop Launch Sustain / Retire

Business Gate

Launch Gate

Market Gate

Portfolio Assessment

Product Planning

Product Execution

Product Launch

Product Success

Until Focal Point, innovation has not been technology-enabled:

Innovation is the driver for mobile development

e.g. new sensors applications can use - NYT article 5/19 - the sensors are coming

Idea Gate

Business and Technology Risk

Resources and costs

http://bits.blogs.nytimes.com/2011/05/19/the-sensors-are-coming/



Product Portfolio Management

Analyze and strategically balance capital and resource allocations across the

enterprise portfolio

Connect directly with customers and

partners and engage them in setting

direction and priorities

Product Management

Idea Management

Portfolio Management

Market Management

Program Management

Manage product plans, Tech roadmaps, offerings, editions, and scope of requirements

Manage initiatives and programs that span multiple

products and product lines

Manage ideas – big or small - from inception to market execution

Define, predict & manage financial business cases across the lifecycle of the

product & portfolio

$

Customer Segments

Market Driven Offerings “Understand”“Govern”“Control”

Manage Market & Technical requirement across their lifecycles and capture the right features into

variable product lines



Agenda



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The complex telco ecosystem

11

EnterprisesCommunication

Services Providers

Content Providers

Consumers

Mobile Devices

Network Equipment Providers

OS Platform Providers

ChipsetProviders



Integrated Technology Roadmap

Q1 Q2 Q3 Q4

Chipset release

OS release

Internal SW release 2.x 3.0 4.0

Screen technology

Transmission

Product X Product Y Product Z

3.x 4.0

Alfa Beta

3-D

3G

Single core

Super 4G-LTE

Gamma

High resolutionGood resolution

Dual core

4G/LTE

Graphic accelerator

Content/Apps 3-D gamingTVMedia

What if....• OS release Beta is delaying a specific feature?• we want to introduce Product Z to support the 3-D gaming in Q3?



Agile product managementTraditional release planning and execution

Capturing req’s/epics and planning the content

Def

inin

g re

leas

e co

nten

t

Development & testing

Several development projectsAgile, incremental or waterfall

Delivery and sales

Agile product management and release planning

3 - 6 months

Architecture & platform requirements

Mandatory req’s and customer commitments

Capturing req’s/epics and planning the release content

Def

inin

g th

e re

leas

e co

nten

Defining the contentfor the first part

Defirning the content for the second part

Defining the contentfor the third part

Defiining the content for the fourth part

Results:• Delaying decision points

• Increased flexibilty• Reduced time to market

• Reduced need for change management• Accurate planning

•Supports an end-to-end agile process



Agenda



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The IBM Value Proposition

Role based composable views for Portfolio Managers, Product Manager, Development Mgrs and BU Executives

Collaborative real time data views in template dashboards for business intelligence & governance

Portfolio information on hand with a search engine Reduce manual creation of information using home

grown tooling Reduce IT cost due to point integrations and legacy

maintenance support Helping your organisation bring the right product, to

the right market, to the right time

We work with clients who see the business value in a long term vision for using a state of the art workbench for portfolio and product Mgt



Role based Dashboards; Portfolio, Product and Release Managers

Information and processes aligned to what I need!



Role based Dashboards; Workflow driven Dynamic Views

Drill-downs into detailed supporting data.



Product Definitions, Descriptions and AttributesCapabilities, Markets, Releases, Costs, Geographies



Product Definitions, Descriptions and AttributesCapabilities, Markets, Releases, Costs, Geographies



Competitive Analysis and Market Segmentation



Product Financial Contribution; Target vs Actuals, Market Share, Geographical



Project Investments and Financial Contribution; Business Case Planning, Review and Approval

Financial Risk; Sensitivity Analysis



Idea Assessment and RankingRisk scorecard, Alignment with strategies

Prioritization and Value Maximization



Release Planning and Sequencing Capacity Supply and Demand

Drill down into Features and User Requests



Agenda



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Additional ResourcesFor additional information on the IBM Rational solutions please refer to the following websites:

IBM Rational Product, Project and Portfolio Management:http://www-01.ibm.com/software/rational/offerings/ppm/

IBM Rational Portfolio Management: http://www-01.ibm.com/software/rational/offerings/ppm/portfolio.html

IBM Rational Product Management: http://www-01.ibm.com/software/rational/offerings/ppm/product.html

IBM Rational Project Management: http://www-01.ibm.com/software/rational/offerings/ppm/project.html

IBM Rational Performance Measurement and Managementhttp://www-01.ibm.com/software/rational/offerings/ppm/performance.html

IBM Rational PPM library (datasheets, demos, whitepapers, etc)http://www-01.ibm.com/software/rational/offerings/ppm/library.html

http://www-01.ibm.com/software/rational/offerings/ppm/

http://www-01.ibm.com/software/rational/offerings/ppm/portfolio.html

http://www-01.ibm.com/software/rational/offerings/ppm/product.html

http://www-01.ibm.com/software/rational/offerings/ppm/project.html

http://www-01.ibm.com/software/rational/offerings/ppm/performance.html

http://www-01.ibm.com/software/rational/offerings/ppm/library.html



